Agentic AI could assist €310 billion worth of European e-commerce transactions within the next ten years, according to a study by Sopra Steria. The research, based on a survey of 8,400 consumers across eight countries, highlights a significant market opportunity tempered by trust issues. While the technology holds substantial promise, 41% of Europeans do not yet trust any single actor to provide them with a shopping agent, positioning trust as a critical competitive factor.

The study identifies banks as the most trusted entities to develop shopping agents, with 27% of consumers considering them the most legitimate actors. This preference emerges despite the fact that 55% of Europeans have already heard of agentic commerce. The findings suggest that success in this sector will depend not merely on technological capability but on establishing consumer confidence.

Consumer awareness of agentic commerce varies considerably across the continent, creating a two-speed Europe led by northern nations. Awareness reaches 76% in Norway and 68% in the Netherlands, compared to 61% in Germany and 58% in the United Kingdom. In contrast, southern European markets, along with France (38%) and Belgium (44%), lag significantly behind in familiarity with the concept.

Online shopping frequency also differs by region, influencing the potential adoption rate of AI-driven innovations. While only 2% of European respondents say they never buy online, 36% of Germans shop online at least once a week compared to 19% of French consumers. The study indicates that AI-driven innovations are likely to gain traction faster in more mature markets where online shopping habits are already established.

European consumers primarily view AI as a decision-making aid rather than a replacement for autonomy. According to the survey, 31% want AI to help them decide more wisely, 23% seek to save time, and 22% want to keep spending in check. Expectations vary by country; in France and Italy, AI is viewed as a means to make better trade-offs, whereas in Germany, it is associated more with efficiency and speed. However, 21% of Europeans see no concrete benefit to the technology yet.

Willingness to delegate purchasing tasks to AI agents varies significantly by product category. The data shows that 45% of consumers would delegate electronics and tech purchases to an AI agent, while only 16% would do so for healthcare and groceries. Additionally, 74% of European consumers still report encountering difficulties when shopping online, suggesting room for improvement that agentic AI could potentially address.

Key Survey Findings