Here's why the future of online shopping is not drones, VR, and AR, but rather AI agents and APIs

Much of the talk around the future of online shopping involves drones buzzing overhead, VR showrooms, and AR overlays everywhere, but that’s way off, according to Michael Mitrani, VP E-commerce, Innovation and Marketing at Super-Pharm.

In a LinkedIn post, he said: "In 10–20 years, AI agents will handle nearly every transaction end-to-end. Your personal “family agent” will: Anticipate and order essentials - whether it’s diapers or your favourite Super-Pharm deodorant, exactly when you need them, without you lifting a finger; Haggle and negotiate with supplier agents, securing the best price, delivery window, and service level in real-time; Loop you in only when it matters - a quick ping for high value or unusual purchases, otherwise full autonomy.”

Meanwhile, the traditional e-commerce website - the hero banner, the polished UI, the endless SKU grids - will fade into the background. "Agents don’t browse; they call APIs. Commerce will shift from click to click to API to API, and that changes everything," Mitrani said.

In this brave new world, headless backends will become table stakes. Beautiful frontends will be nice to haves, not must haves. Data privacy and trust will be the new brand battleground - agents pick partners based on integration reliability and respect for consumer data.

Real-time inventory, dynamic pricing and smart contracts will power competitive advantage - no more static catalogues. And customer experience teams will pivot from crafting landing pages to designing agent interaction protocols and approval workflows.

Mitrani concluded: "If Super-Pharm’s marketplace today taught me anything, it’s that seamless integration and trust win every time. So, e-commerce leaders: invest in robust, secure APIs, rethink loyalty as agent incentives, and double down on data ethics."

RTIH AI in Retail Awards

RTIH, organiser of the industry leading RTIH Innovation Awards, proudly brings you the first edition of the RTIH AI in Retail Awards, which is now open for entries. 

As we witness a digital transformation revolution across all channels, AI tools are reshaping the omnichannel game, from personalising customer experiences to optimising inventory, uncovering insights into consumer behaviour, and enhancing the human element of retailers' businesses.

With 2025 set to be the year when AI and especially gen AI shake off the ‘heavily hyped’ tag and become embedded in retail business processes, our newly launched awards celebrate global technology innovation in a fast moving omnichannel world and the resulting benefits for retailers, shoppers and employees.

Our 2025 winners will be those companies who not only recognise the potential of AI, but also make it usable in everyday work - resulting in more efficiency and innovation in all areas.

Winners will be announced at an evening event at The Barbican in Central London on Wednesday, 3rd September.

This will kick off with a drinks reception in the stunning Conservatory, followed by a three course meal, and awards ceremony in the Garden Room.

Please email our Editor, Scott Thompson, if you have any questions or need further information: scott.thompson@retailtechinnovationhub.com

Key 2025 dates

Friday, 18th July: Award entry deadline 

Tuesday, 22nd July: 2025 finalists revealed

Wednesday, 23rd July - Friday, 8th August: Judging days

Wednesday, 3rd September: Winners announced at the 2025 RTIH AI in Retail Awards Ceremony, to be held at The Barbican in Central London.