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AI is shopping for you now. What does that mean for ecommerce in India?

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AI is shopping for you now. What does that mean for ecommerce in India?

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AI is shopping for you now. What does that mean for ecommerce in India?

AI agents could soon handle shopping decisions and transactions for consumers, forcing ecommerce, travel, and insurance platforms to rethink pricing, customer engagement, and security

Apexa Rai New Delhi 4 min read Last Updated : Sep 26 2026 | 11:37 AM IST

India’s digital commerce companies are preparing for a future in which personal artificial intelligence (AI) assistants could increasingly make online shopping decisions and carry out transactions on behalf of consumers.

Ecommerce platforms, online travel agencies and insurance marketplaces have begun reassessing product pricing, customer acquisition costs and bot-verification systems as AI agents capable of operating with a degree of autonomy gain ground, The Economic Times reported on Saturday.

These personal assistants can book restaurant tables, schedule product returns, find savings on car insurance and negotiate for services. This could increase transaction volumes for online businesses, but also reduce opportunities for platforms to interact directly with consumers.

With less human interaction, real-time offers, personalised discounts, cross-selling and up-selling opportunities could take a hit. AI agents could also misinterpret a user's instructions and make an unintended or potentially costly decision.

Companies are working on technical and legal safeguards to address these risks, industry experts cited by The Economic Times said. Some have also approached lawyers to assess changes required to their privacy policies to comply with India's data protection law and obtain consent for transactions carried out by AI agents.


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