Zero Click Project curates agentic commerce news for operators tracking AI shopping agents, zero-click commerce, and the industry updates shaping how products are discovered, evaluated, and bought. Use this page to follow platform launches, retailer moves, protocol changes, and payment infrastructure developments across the emerging agentic commerce stack.
Editorial summary of the dominant themes emerging from the most recent stories in this feed.
Harvard Business Review's research found that scarcity cues, coupons, bundles, and countdown tactics often do not reliably persuade AI shopping agents, while price and authentic ratings were more durable signals. The implication is blunt: brands need to test agents as a distinct audience, not assume human conversion tactics will transfer. Recent examples include Modern Retail: Amazon Moves From Rufus to Alexa for Shopping; CNBC: Amazon Pivots From Rufus to an Alexa Shopping Agent.
Amazon is folding Rufus into Alexa for Shopping, Retail Dive says more than 300 million customers used Rufus in 2025, and Reuters reports Alibaba plans to integrate Qwen into Taobao. Google AI Mode shopping ads point in the same direction: product discovery is shifting from search results pages into AI-controlled shopping surfaces where platforms decide what gets recommended first. Recent examples include Etsy and eBay push OpenAI shopping integrations into marketplace di…; Deals and cashback offers move into ChatGPT shopping conversations.
Amazon's Alexa for Shopping, Alibaba's reported Qwen-Taobao integration, and Otto Group's OMR discussion with Google all point to the same retailer priority: collapse discovery, personalization, and transaction intent into conversational shopping. For brands, the immediate risk is losing visibility inside the retailer's AI layer before the shopper reaches a familiar category page. Recent examples include Retail Dive: Alexa for Shopping Brings Amazon’s Agent Into the Sear…; Amazon weighs bringing Rufus-style AI answers into core retail sear….
PYMNTS frames delegation, identity, risk, and transaction context as the next pressure points for payments companies as AI agents act on shoppers' behalf. Klarna's integration into Google's AI shopping experience and Stripe's agentic commerce guidance show that payments infrastructure is becoming part of the agent interface, not merely the final checkout step. Recent examples include Klarna Brings BNPL Options Into Google’s AI Shopping Experience.
Evergreen explainers and implementation guides for the agentic commerce stack.
Editorial takes and strategic analysis on what the news means for operators.
Upcoming conferences and industry gatherings shaping agentic commerce.
Key definitions for agentic commerce, AI shopping agents, and zero-click commerce.
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Bunnings demonstrated a Google Cloud shopping agent that turns customer queries into DIY project plans, extending agentic commerce into complex retail journeys.
Microsoft is adding advertising tools meant to help brands stay visible as AI agents increasingly mediate search, shopping, and purchase decisions.
The retailer is adapting its assortment and inventory data for AI shopping agents, with Shopify powering the underlying commerce layer.
Commerce.com's rejection of Rezolve AI's second hostile bid highlights a broader strategic contest over who will control the infrastructure, integrations, and merchant relationships behind agentic commerce.
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Visa introduced Intelligent Commerce Connect, positioning it as an infrastructure layer for merchants, agent builders, and enablers to participate in AI-driven commerce.
Carrefour's move to launch a ChatGPT-powered grocery shopping experience offers another signal that major retailers are testing conversational interfaces as a new front door to product discovery and basket building.
Shopify has expanded its Agentic Storefront offering so merchants can surface products and transact through AI interfaces including ChatGPT, Microsoft Copilot, and Google Search AI Mode, signaling a meaningful shift in how brands reach shoppers beyond traditional storefronts.
OpenAI's latest ChatGPT shopping update adds richer browsing, product comparisons, and merchant catalog integrations while keeping checkout on merchant-owned surfaces, underscoring how platform power may split between discovery and transaction.
Amazon's legal win against Perplexity highlights a larger strategic battle over who controls the product data, traffic flows, and monetization layers that will shape AI-mediated shopping.
Macy's has rolled out Ask Macy's, a conversational shopping assistant designed to help customers discover brands and receive personalized recommendations, offering another signal that major retailers are training shoppers to browse through AI interfaces.
Fenty Beauty's new WhatsApp-based AI advisor points to a broader shift toward messaging-led shopping journeys, where conversational interfaces increasingly shape product discovery and purchase intent.
Sephora has launched an app within ChatGPT that gives beauty shoppers conversational product discovery, tailored recommendations, and a path toward in-chat purchasing in its US pilot.
Bloomberg reports that Macy’s new Gemini-powered shopping assistant is materially lifting online spend among users, offering an early signal of AI’s revenue impact on retail journeys.
Chain Store Age reports that Walmart is expanding its shopping experience inside ChatGPT, a notable move in how large retailers are testing agent-mediated discovery and purchase flows.
CX Dive covers Gap’s new partnerships around fit and Google’s Universal Commerce Protocol, offering a useful look at how major brands are preparing for agent-aware commerce infrastructure.
