AI Shopping Agents Disrupt E-commerce Giants, Walmart Sees 20% Growth

AI shopping agents are rapidly transforming the online retail landscape, with experts predicting significant disruptions to established e-commerce giants and legacy retailers. These agents, powered by advanced language models, are gaining consumer attention and distribution, leading to new opportunities for monetization. Scot Wingo, an expert in e-commerce disruption and founder of ReFiBuy, highlights that companies like ChatGPT and Perplexity are at the forefront of this shift, with their shopping features set to become the next big wave in e-commerce.

Wingo believes that while Amazon's AI features, such as the Rufus AI shopping assistant, are commendable, they may not be enough to compete with the capabilities of ChatGPT. He suggests that for Rufus to significantly improve, it would need to replace Amazon's existing search experience, which could jeopardize the company's substantial advertising revenue. Walmart, on the other hand, is taking an open approach to shopping agents, welcoming them as a potential challenge to Amazon's dominance.

Walmart's e-commerce business reached profitability for the first time in the first quarter of 2025, with growth exceeding 20% across all segments. This growth is attributed to consumers' willingness to pay for faster delivery, despite economic uncertainties. Walmart's EVP and CFO, John David Rainey, views this growth as sustainable, citing the increasing number of marketplace sellers and advertisers on their platform. He believes that the integration of AI shopping agents will further enhance Walmart's omni-channel ecosystem, driving continued progress.

As AI shopping agents become more prevalent, retailers may find that some of their most loyal customers are AI-driven. This shift requires retailers and brands to adapt their operations to accommodate these new shopping behaviors. Wingo recommends that companies focus on optimizing their online presence and leveraging AI to enhance customer experiences. By doing so, they can stay competitive in an evolving retail landscape where AI shopping agents play an increasingly significant role.