As “agentic commerce,” a new era in which AI agents handle purchases on consumers’ behalf, gains momentum, companies in Japan and overseas are successively announcing data enhancement and support services. Attention is also focusing on related stocks alongside movements in the equity market.
Agentic commerce is a form of e-commerce in which AI agents support and handle the purchasing process, from product searches through payment. According to an estimate by McKinsey in the United States, it could broker up to $5 trillion in global consumer transactions by 2030 (approximately ¥800 trillion). This trend is also gaining momentum in Japan, as AI and payment infrastructure move toward greater integration.
Among initiatives by Japanese companies, Hakuhodo DY Holdings has launched a data-enrichment solution and announced a one-stop service supporting business structure reform for agentic commerce. The GMO Group has launched a generative AI support service for e-commerce operators, organizing and designing product information so that AI agents can accurately recognize, compare and recommend products.
NE Korea has acquired the operation of Korea’s “Next Engine” and indicated plans to pursue global expansion with Korea as its base. Dentsu Digital, part of the Dentsu Group, has launched optimization support to help AI agents correctly understand product information and compare and recommend products appropriately. Digital Garage announced a comprehensive solution for agentic-commerce optimization, integrating the functions required for agentic commerce and offering comprehensive support.
Other companies, including Rakuten Group, LY Corporation, GMO Payment Gateway and ZETA, are also advancing the use of AI agents. The purchasing experience is being enhanced through services such as Rakuten AI on Rakuten Ichiba, the AI agent on Yahoo! Shopping and LINE’s AI-assisted outfit coordination.