Retail Technology Show research flags payments problem for agentic shopping journeys
The majority of UK shoppers remain wary of trusting AI to autonomously transact on their behalf, with payments now the key friction point preventing true end-to-end agentic commerce, according to research from Retail Technology Show.
A survey of over Brits revealed that two fifths have already used AI agents within product discovery, leveraging the technology to search for items or ask for product recommendations. Usage was even higher among younger demographics, with adoption of agentic product discovery rising to six in ten of Millennials and 55% of Gen Z.
Meanwhile, 27% of UK shoppers have already tapped AI agents to make purchases on their behalf autonomously, rising to almost half of Millennials (47%) and Gen Z (46%). However, despite rising adoption, six in ten UK shoppers remain mistrustful of using AI agents to complete end-to-end shopping missions from discovery through to payment.
While concerns about giving AI full autonomy were highest among older generations, rising to 68% of Boomers, even younger demographics who exhibit the highest level of AI adoption expressed unease. 52% of Gen Z and Millennials (55%) remain wary of entrusting AI agents with the entire buying process.
Control over payments and authorising transactions were the main friction areas in allowing AI agents to conduct full end-to-end buying journeys. While the majority are happy for AI agents to do the research in their shopping missions, 57% still stop short wanting AI to transact autonomously on their behalf, preferring to retain final control of payment authorisations.
And, despite younger cohorts displaying greater agentic AI adoption, this payment issue is even more acutely felt amongst 70% of Gen Z and 69% of Millennials.
Consumers are also increasingly demanding ‘one click’ AI payments: 36% now want ‘instant’ payments, such as OpenAI Instant Checkout, allowing them to search and transact without leaving the AI platform, rising to 56% of Millennials and Gen Z (53%).
“As the indomitable rise of AI takes over more aspects of consumers' day to day lives and shopping behaviours, retailers are racing towards meeting rapidly evolving customer expectations, bridging the gap between vision and execution,” says Matt Bradley, Founder & Event Director at RTS.
“With maturity around AI hardening, the next frontier of innovation will require retailers to widen integrations within the AI shopping layer - not just across payments, but beyond into Order Management Systems (OMS), delivery and post-purchase.”
AI - and the move towards end-to-end agentic shopping - will be a key focus on the RTS conference programme, which will welcome 125+ brand and retailer leaders to the stage across the two-day event, taking place at London ExCeL on 22nd and 23rd April.
Speaking on day one at 1.15pm on the Supernova Stage, Currys’ MD of AI & Monetisation, Ryan den Rooijen, will outlining core strategies for successful AI deployments that deliver for customers, colleagues and the bottom line in his session.
He will be followed by Iain Robertson, CO/IO at Fortnum & Mason and Amine Mekouar, VP Data & AI at Aroma Zone, who join Nikki Baird, VP of Strategy & Product at stage sponsor Aptos Retail, for an AI focused panel discussion. They will explore what the shift towards agentic AI means for retailers, efficiency and customer engagement on day one at 3.15pm on the Supernova Stage.
RTIH AI in Retail Awards
RTIH proudly presents the first edition of its AI in Retail Awards, sponsored by VenHub Global, 3D Cloud and EdTech Innovation Hub.
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 2026 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 2026 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 Thursday, 29th January. 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.
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