Agentic Commerce: China’s Lead, Europe’s Choice

AI agents are no longer just helping consumers shop — they are starting to shop for them. As commerce shifts from clicks to delegation, the rules of visibility, discovery, and competitiveness are being rewritten in real time. China is already showing how fast AI-driven commerce can move when intent, payments, and execution converge inside connected digital ecosystems. This whitepaper explores what Europe can learn from China’s lead, why the merging battle over commerce protocols matters, and what businesses need to do now to stay relevant in the next era of ecommerce.