Morgan Stanley AI Agent
Morgan Stanley predicts AI-powered shopping agents will be used by half of US online shoppers by 2030, contributing $115 billion in new e-commerce sales.
Jersey City N.J., December 02 2025
Morgan Stanley forecasts that nearly half of all U.S. online shoppers will be using AI-powered shopping agents by 2030 — a shift that could contribute as much as $115 billion in added sales to the country’s e-commerce market.
In a recent report, Morgan Stanley argues that “agentic commerce” in which artificial-intelligence tools act on behalf of consumers to recommend products, compare prices, and place orders is poised to transform how Americans shop online.
According to the firm, the widespread adoption of such agents could significantly increase online purchasing volume.
The $115 billion boost underscores how AI could upend the traditional funnel,
search → browse → buy
As agents streamline the shopping journey, consumers may rely less on manual browsing or search ads potentially reshaping marketing and retail strategies. Retailers that adapt early could gain an advantage, while those slow to integrate agent-friendly product metadata and pricing may lose ground.
The projection refers to the U.S. e-commerce market and extends through 2030. The trend is viewed as a gradual but widespread adoption of AI agents among online shoppers within the next 5–6 years.
Who will be impacted:
- Consumers, who may enjoy greater convenience and personalized shopping.
- Retailers and e-commerce platforms that must optimize their product data, pricing, and checkout processes for AI-driven buying.
- Marketers and advertising firms, who may see diminished returns from traditional search and retargeting campaigns as agents filter and mediate purchase decisions.
Industry insiders including major retailers already experimenting with AI-powered “shopping assistants” see growing evidence of a shift toward agentic commerce.
Morgan Stanley suggests that everyday categories such as groceries, personal care, household goods, and apparel are likely to lead this wave due to its high-frequency, low-involvement purchases where speed and convenience matter more than brand browsing.
