The rise of agentic commerce, in which artificial intelligence agents research products and help complete purchases on consumers’ behalf, is creating a strategic divide among major retailers. Amazon is restricting access by Meta’s Muse shopping agent, while Walmart is embracing partnerships that could make its products easier to discover across external AI platforms. The competing approaches may influence the next phase of e-commerce, with implications for digital advertising, retail competition, and the economics of customer acquisition.

Amazon Prioritizes Platform Control and Customer Data

Amazon’s decision to block Muse reflects concerns extending beyond access to its online marketplace. The company has argued that third-party shopping agents should obtain authorization and operate transparently, raising questions about security, account credentials, and the handling of customer information. Meta has disputed aspects of Amazon’s concerns, leaving the disagreement as part of a broader debate over how independent AI agents should interact with commercial websites.

The strategic issue is control of the shopping journey. Amazon has built its business around product discovery, personalized recommendations, advertising, and checkout within its own ecosystem. If an external AI assistant selects products and directs transactions, Amazon could lose visibility into consumer preferences and some opportunities to influence purchasing decisions through sponsored listings. The company is also developing its own AI shopping capabilities, giving it an incentive to keep customers engaged through services it controls.

Walmart Sees Opportunity in an Open AI Ecosystem

Walmart is taking a different approach by working with external AI platforms, including Meta’s Muse, while developing its own shopping assistant, Sparky. This strategy could help Walmart reach consumers at the point where shopping decisions increasingly begin: conversational AI interfaces rather than traditional search engines or retailer websites.

A more open model could expand product discovery and introduce Walmart to shoppers who might otherwise begin their searches elsewhere. It may also create opportunities to connect online recommendations with the company’s established store network, delivery capabilities, and broad merchandise assortment.

However, greater visibility does not automatically translate into profitable sales. Walmart must assess the costs of integration, the quality of traffic generated by AI platforms, and whether external assistants preserve sufficient access to transaction data and customer relationships.

What Agentic Commerce Means for Retail Investors

The shift introduces opportunities and risks across the retail and technology sectors. Retailers that integrate effectively with AI assistants could benefit from more relevant product recommendations and a smoother path to purchase. Technology companies, meanwhile, may gain influence over how consumers compare products and choose retailers.

Yet adoption remains uncertain. Consumers may hesitate to delegate purchases involving personal information, payments, or unfamiliar products. Retailers could also face increased price competition if AI agents prioritize cost over brand loyalty, while technical restrictions and disputes over data access could slow implementation.

For Israeli investors monitoring global technology and consumer-discretionary companies, the development is relevant to the wider debate over AI monetization, digital advertising, and retail productivity. Its financial impact will depend on measurable commercial outcomes rather than partnership announcements alone.

Outlook: Over the coming quarters, investors should monitor AI-referred sales, conversion rates, customer retention, advertising economics, and the costs of integrating new systems. Walmart’s open strategy could provide a competitive advantage if it generates incremental profitable demand, while Amazon’s more controlled approach may protect its customer ecosystem. Neither outcome is assured. Privacy concerns, execution costs, platform restrictions, and pressure on retail margins will help determine whether agentic commerce becomes a durable growth channel or another expensive technology transition.