• Rob Frieman, CIO of URBN, and Maia Josebachvili, Stripe’s chief revenue officer of AI, during their NRF session onhow URBN meets shoppers where they are. • Agentic commerce dominated the National Retail Federation’s (NRF) annual conference in New York earlier this week. • NRF launched its first dedicated AI Stage, featuring roundtables and panel discussions on agentic best practices, improving the ROI of AI, and how to use agents to build personalized experiences. • Microsoft announced a new AI shopping experience, powered by Stripe, and Google introduced its own open standard for agentic commerce-both of which create a larger market opportunity for retailers. • During our time at NRF talking to hundreds of retailers and attending dozens of conference sessions, three key trends emerged. • These trends reflect what we’ve seen over the past year: retailers are rapidly maturing their agentic commerce initiatives.

Article Summaries:

  • The three biggest agentic commerce trends from NRF 2026 Agentic commerce dominated the National Retail Federation’s (NRF) annual conference in New York earlier this week. NRF launched its first dedicated AI Stage, featuring roundtables and panel discussions on agentic best practices, improving the ROI of AI, and how to use agents to build personalized experiences. Microsoft announced a new AI shopping experience, powered by Stripe, and Google introduced its own open standard for agentic commerce-both of which create a larger market opportunity for retailers. During our time at NRF talking to h
  • The National Retail Federation’s 2026 conference highlighted a rapid shift toward agentic commerce. A new AI Stage hosted roundtables on best practices, ROI, and personalized experiences, while Microsoft unveiled a Copilot‑powered shopping flow powered by Stripe, and Google announced its Universal Commerce Protocol (UCP). Survey data showed that nearly 75 % of attendees were already implementing or planning agentic initiatives, a stark change from last summer’s hesitation. Major retailers-URBN, Etsy, Coach, and others-have joined the Agentic Commerce Suite, and over 25 partners, including Salesforce and PwC, endorse the Agentic Commerce Protocol (ACP). Stripe’s infrastructure now supports both ACP and UCP, enabling seamless integration for retailers.

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