From Search to Sale: What Agentic Commerce Means for Main Street

Artificial intelligence (AI) is changing how consumers shop. For small businesses, these changes present new opportunities to reach customers, but they also require a fresh approach to online visibility and digital commerce.

During the 2026 CO—100 Small Business Forum, Bill Jewell, Chief Technology Officer at the U.S. Chamber of Commerce, sat down with Walter Jackson, Executive Vice President of U.S. Merchant Services at American Express, to discuss the rise of AI-powered shopping and agentic commerce. Jackson shared practical ways small businesses can prepare for this shift while maintaining the trust and service that set them apart.

[Read more: Artificial Intelligence Playbook] 

AI is changing how customers discover small businesses

Today, consumers are shopping differently. According to Jackson, many consumers are going to AI, rather than a company’s app or store page, or even a general search engine.

“[Consumer] purchases begin with going to AI and asking for comparisons, asking for the best in a particular category, and then, from there, making their decision on what they want to purchase and how they want to purchase it,” Jackson explained.

Beyond this, enlisting agentic AI help is also trending with consumers. Jackson noted that once customers identify what they want, they’ll give the AI agent permission to make the purchase on their behalf.

For small businesses, this purchasing shift makes accurate, detailed online information more important than ever. AI tools draw on business descriptions, customer reviews, and other publicly available information to match options to consumers' requests. 

“You’ve got to make sure that all of your business and things that are out there on the internet … are accurate,” Jackson said.

Jackson added that clear service descriptions and positive customer feedback can help businesses appear in AI-generated recommendations, even without a dedicated AI marketing strategy.

[Read more: How to Improve Small Business AI Search Visibility with GEO] 

Customer trust remains essential in an AI-driven marketplace

Although AI is changing how consumers find businesses, Jackson noted that the fundamentals of building lasting customer relationships haven't changed. He cited an American Express survey finding that 68% of consumers would continue doing business with a company they know and trust, even if an AI tool recommended another option.

For small businesses, that loyalty can be a powerful competitive advantage.

"It's a new way of finding people, but all the customer service rules still stand: taking care of your customer [and] delivering value," Jackson explained.

Small businesses should start preparing for agentic commerce now

As more AI agents are completing transactions on customers' behalf, Jackson encouraged businesses to work with payment providers that prioritize transaction security and fraud protection. If you haven't considered how AI might affect your customer acquisition strategies, Jackson says start now.

"It is the way people shop now," he said. “They put in more detailed prompts than ever, and … you have to be in the game.”

That preparation doesn't necessarily require a major technology investment. Practical starting points include updating service descriptions, keeping business information accurate, encouraging customer reviews, and understanding how AI tools surface recommendations.

Jackson encouraged small business owners to explore American Express's free agentic commerce playbook, which outlines how businesses can prepare for AI-driven discovery, purchasing, transaction fulfillment, and customer service.

Although new technology can feel intimidating, especially for small businesses, Jackson stressed that ignoring AI-powered commerce could lead to missed opportunities.

“You're not going to be able to avoid it,” Jackson argued. “And if you avoid it, I think you're losing out, because your competitor that's next door or across the street? I guarantee you, they're going to lean in.”

CO— aims to bring you inspiration from leading respected experts. However, before making any business decision, you should consult a professional who can advise you based on your individual situation.