Shopify turned on WebMCP tools inside checkout on 28 September 2026. A browser agent can now read the page, fill it in and send the order once the shopper confirms.
JD Sports has put its catalogue behind one retrieval layer so AI shopping agents can query it like its own websites do.
IAB Europe's 2026 AI report, out on 24 September, finds 58% expect agentic ad buying in real use within a year and 48% with written AI rules.
ACI Worldwide and YouGov asked 3,328 adults in Britain and the United States about AI in shopping. Only 7 percent would let software buy on its own.
Every Shopify store is now listed in Meta's Muse by default, with payment handled by Shop Pay.
Google is testing a conversational agent inside YouTube ads that answers product questions in the ad itself.
Google said on 16 September that AI performance insights are now broadly available in Merchant Center in Australia, Canada, India, New Zealand and the United States.
Mastercard expects more than one in ten online shoppers to buy through AI agents by 2030, about 300 million people.
Meta Muse is a personal AI agent that books travel, sends email and buys things for the user. Meta launched it on 8 September in the United States.
Google and Shopify's shared rulebook for AI shopping has a new version. It adds food shopping, split payments and bank checks, and some changes break older set-ups.
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