Agentic AI Predicted to Influence €310 Billion in European E-commerce

Sopra Steria's recent study projects that agentic AI could play a role in €310 billion worth of European e-commerce transactions within the next decade. This is based on a survey of 8,400 consumers in eight countries. Although 55% of Europeans are familiar with agentic commerce, trust remains a significant barrier, with 41% skeptical of a single actor providing reliable shopping agents. Banks appear to be the most trusted potential providers.

The study reveals that 74% of consumers face difficulties in online shopping. While many are drawn to the idea of AI-assisted shopping, only 45% would rely on AI for electronic purchases, compared to a mere 16% for healthcare and groceries. Notably, 27% view banks as the most legitimate developers of shopping agents.

Northern European countries like Norway and the Netherlands show higher awareness, over 68%, compared to southern regions, indicating a market readiness split. AI is primarily seen as a decision-making assistant, particularly in France and Italy, where better decision-making is a key motivation.