Agentic commerce is gaining traction among retailers, as highlighted at the National Retail Federation’s annual conference. A significant shift has occurred; retailers are now focused on how to implement agentic commerce effectively rather than questioning its viability. A survey showed that nearly 75% of attendees are either implementing or planning agentic commerce initiatives. Major brands, including URBN and Etsy, have already adopted Stripe's Agentic Commerce Suite, which facilitates integration with AI-driven shopping experiences. Stripe also announced its collaboration with Microsoft for a new shopping feature that allows users to purchase products directly within the chat interface. Retailers are increasingly concerned with optimizing their product data for AI agents. Many are asking what constitutes effective product data, with structured feeds being essential for capturing customer intent and presenting the right products. URBN’s CIO shared that the company achieved success by focusing on key product categories rather than trying to optimize their entire catalog at once. This targeted approach allows for quick wins while managing extensive inventories. Another major theme from the conference was the importance of customer loyalty in the age of AI. Retailers are creating their own AI shopping experiences to maintain direct relationships with customers. Home Depot’s Magic Apron and Ralph Lauren’s Ask Ralph are examples of how brands are leveraging proprietary AI tools to enhance customer engagement. These tools provide personalized interactions that third-party agents can’t match. The article underscores the dual approach retailers are taking: integrating with third-party platforms for broader discovery while building first-party experiences for deeper brand connections.