The milestone represents a significant shift in how commerce operates online, powered by a new open standard called the Agentic Commerce Protocol. Orders flow from ChatGPT to a merchant’s backend through the Agentic Commerce Protocol. Data privacy and control: When AI agents facilitate purchases, questions arise about who owns the customer relationship and transaction data. When AI agents facilitate purchases, questions arise about who owns the customer relationship and transaction data. Brand representation: When AI agents describe and recommend products, merchants lose direct control over messaging and brand positioning.