{"id":6715,"date":"2026-07-21T22:46:30","date_gmt":"2026-07-21T22:46:30","guid":{"rendered":"https:\/\/lockitsoft.com\/?p=6715"},"modified":"2026-07-21T22:46:30","modified_gmt":"2026-07-21T22:46:30","slug":"agentic-ai-in-ecommerce-navigating-the-b2b-and-b2c-integration-gap-and-the-rise-of-generative-engine-optimization","status":"publish","type":"post","link":"https:\/\/lockitsoft.com\/?p=6715","title":{"rendered":"Agentic AI in Ecommerce: Navigating the B2B and B2C Integration Gap and the Rise of Generative Engine Optimization"},"content":{"rendered":"<p>The global ecommerce landscape is currently witnessing a paradigm shift as companies transition from traditional automation toward agentic artificial intelligence, a more sophisticated form of AI capable of autonomous reasoning and task execution. According to Paul do Forno, the global commerce practice lead at Deloitte, this transition is occurring at markedly different speeds across the business-to-business (B2B) and business-to-consumer (B2C) sectors. While B2C companies are often early adopters of front-end innovations, the B2B sector faces unique structural and regulatory hurdles that have historically placed it behind the curve of digital transformation. This disparity was highlighted during a Deloitte industry workshop held in late 2025, where data revealed that fewer than 24% of suppliers had successfully integrated agentic AI into their active selling processes.<\/p>\n<p>Agentic AI represents a significant leap forward from the generative AI models that gained prominence in 2023 and 2024. Unlike standard chatbots that simply provide information or generate text based on prompts, agentic AI systems possess the ability to &quot;act.&quot; These agents can interface with various software systems, browse databases, make decisions based on predefined logic, and complete multi-step workflows without constant human intervention. For the ecommerce industry, this means moving away from a world where AI merely suggests products toward a world where AI can manage the entire procurement lifecycle, from discovery and negotiation to fulfillment and reordering.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/lockitsoft.com\/?p=6715\/#The_Bifurcated_Reality_of_Agentic_AI_Adoption\" >The Bifurcated Reality of Agentic AI Adoption<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/lockitsoft.com\/?p=6715\/#Solving_B2B_Pain_Points_Through_Agentic_Capabilities\" >Solving B2B Pain Points Through Agentic Capabilities<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/lockitsoft.com\/?p=6715\/#The_Evolution_of_Discovery_From_SEO_to_GEO\" >The Evolution of Discovery: From SEO to GEO<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/lockitsoft.com\/?p=6715\/#Complexity_and_Regulation_in_B2B_Data\" >Complexity and Regulation in B2B Data<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/lockitsoft.com\/?p=6715\/#Strategic_Implications_and_the_Path_Forward\" >Strategic Implications and the Path Forward<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"The_Bifurcated_Reality_of_Agentic_AI_Adoption\"><\/span>The Bifurcated Reality of Agentic AI Adoption<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The current state of ecommerce technology is characterized by what do Forno describes as a &quot;bifurcated world.&quot; In this environment, B2C and B2B companies are operating on different timelines and with different priorities. B2C ecommerce has traditionally been the testing ground for new technologies due to the high volume of transactions and the relatively lower complexity of individual sales. Consumers expect seamless, intuitive interfaces, and B2C companies are incentivized to adopt agentic AI to reduce friction in the &quot;path to purchase.&quot;<\/p>\n<p>Conversely, B2B ecommerce involves high-stakes transactions, long-term contracts, and complex approval hierarchies. Do Forno notes that based on discussions with industry representatives, fully autonomous agentic AI remains a distant goal for many B2B firms, whereas B2C is expected to achieve such milestones much sooner. The lag in B2B adoption is not necessarily due to a lack of interest, but rather the inherent complexity of the B2B ecosystem. In B2B, a single purchase might require compliance with industry regulations, verification of contract-specific pricing, and integration with the buyer\u2019s internal procurement system, such as a &quot;punchout&quot; catalog.<\/p>\n<p>Despite the slower pace, B2B companies are beginning to utilize agentic AI to tackle specific &quot;friction points.&quot; Rather than attempting a wholesale replacement of human sales teams with autonomous agents, companies are deploying AI to solve individual problems within the larger digital transformation framework. This targeted approach allows firms to see immediate returns on investment while building the technological foundation necessary for more advanced applications in the future.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Solving_B2B_Pain_Points_Through_Agentic_Capabilities\"><\/span>Solving B2B Pain Points Through Agentic Capabilities<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>One of the most immediate and impactful applications of agentic AI in the B2B space is the automation of the reordering process. In traditional B2B environments, buyers often rely on manual methods to replenish stock, involving emails, phone calls, or the submission of PDF purchase orders (POs). Do Forno identifies the conversion of these static documents into digital orders as the primary use case for agentic AI today. An agent can ingest a PDF, extract the relevant data, cross-reference it with current inventory and pricing, and automatically generate an order in the seller\u2019s system.<\/p>\n<p>Another critical application is &quot;Availability to Promise&quot; (ATP). In a typical scenario, a buyer may need a specific product delivered within a tight timeframe, such as one week. An AI agent can autonomously scan multiple internal systems\u2014including warehouse management, logistics, and production schedules\u2014to determine if the request can be met. If the requested item is unavailable, the agent does not simply return a &quot;no&quot; response. Instead, it can analyze the buyer\u2019s needs and suggest an alternative product that is in stock and fits the technical requirements of the project. This level of proactive problem-solving mimics the role of a highly skilled human sales representative.<\/p>\n<p>However, the path to implementing these capabilities is not without prerequisites. Do Forno emphasizes that B2B companies must first possess a robust core commerce platform or cloud infrastructure. This &quot;core&quot; serves as the foundation upon which agentic capabilities are built. Only after establishing this base can companies effectively connect to marketplaces, handle complex punchout integrations, and deploy agents across various sales channels. This &quot;baby steps&quot; approach is essential for ensuring that the AI has access to the clean, structured data it needs to function autonomously.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"The_Evolution_of_Discovery_From_SEO_to_GEO\"><\/span>The Evolution of Discovery: From SEO to GEO<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>As AI agents become the primary way that both consumers and professional buyers find products, the science of search is undergoing a fundamental transformation. For decades, Search Engine Optimization (SEO) has been the gold standard for digital visibility, focusing heavily on keyword density, backlink profiles, and site speed. However, with the rise of Large Language Models (LLMs) like OpenAI\u2019s ChatGPT, Google\u2019s Gemini, and Perplexity, a new discipline is emerging: Generative Engine Optimization (GEO).<\/p>\n<p>While SEO is designed to help a website rank on a search engine results page (SERP), GEO is designed to ensure that a brand or product is recommended by an AI agent. The difference lies in &quot;intent&quot; versus &quot;keywords.&quot; Traditional search engines look for words that match a query; generative engines look for content that answers the user\u2019s underlying intent. For B2B companies, this means that providing basic product descriptions is no longer sufficient.<\/p>\n<p>To succeed in a GEO-driven environment, companies must provide high-context content that allows AI models to understand how products are used in complex scenarios. For example, if a buyer is looking to build a specific type of industrial component that requires 12 different parts, the AI needs to know which products are compatible and how they fit together. If a company does not provide this &quot;build intent&quot; through autogenerated or expert-produced content, its products will remain invisible to the AI agents performing the discovery on behalf of the buyer.<\/p>\n<p>Do Forno points out that Frequently Asked Questions (FAQs) have taken on a new level of importance in this landscape. FAQs provide the structured question-and-answer format that LLMs find particularly useful for training and retrieval. By associating products with expert advice, regulatory standards, and specific use cases\u2014such as whether a material is suitable for outdoor use in a certain climate\u2014companies can influence the &quot;discovery&quot; process of the AI.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Complexity_and_Regulation_in_B2B_Data\"><\/span>Complexity and Regulation in B2B Data<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>A major differentiator between B2C and B2B data management is the presence of regulatory standards. In B2C, a product description might focus on aesthetics, comfort, or price. In B2B, product data is often &quot;super complex&quot; due to legal requirements and safety standards. Certain materials may only be legally used in specific applications, or they may require specialized handling and certification.<\/p>\n<p>Agentic AI must be programmed to understand these nuances. An agent that suggests a product that violates a regulatory standard is not just unhelpful; it is a liability. Furthermore, B2B buying channels are often restricted. A buyer might only have access to a subset of a company\u2019s catalog based on their specific contract or organizational permissions. Managing these permutations\u2014color, size, shape, fitment, and eligibility\u2014requires a level of data sophistication that many companies are still struggling to achieve.<\/p>\n<p>The &quot;GEO of it all,&quot; as do Forno describes it, makes visibility more complex than ever. Companies are no longer just competing for the top spot on Google; they are competing to be the &quot;trusted source&quot; that an AI model cites when a buyer asks for a recommendation. This requires a shift in marketing strategy from keyword-stuffing to the creation of comprehensive, interconnected data ecosystems.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Strategic_Implications_and_the_Path_Forward\"><\/span>Strategic Implications and the Path Forward<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The rise of agentic AI signals a move toward &quot;frictionless commerce,&quot; but the transition will require significant investment in both technology and human capital. For B2B companies, the immediate priority is to modernize their core commerce stacks and clean up their product data. Without a solid data foundation, agentic AI will struggle with &quot;hallucinations&quot; or provide inaccurate information to buyers.<\/p>\n<p>Furthermore, the role of the B2B salesperson is likely to evolve. As AI agents take over the administrative tasks of reordering, order conversion, and basic discovery, human representatives will be free to focus on high-value activities, such as complex negotiations and long-term relationship management. This shift will require new skills, as sales teams will need to learn how to work alongside AI &quot;co-pilots&quot; to deliver better outcomes for their clients.<\/p>\n<p>In conclusion, while B2B ecommerce currently lags behind B2C in the adoption of agentic AI, the potential for transformation in the sector is immense. By focusing on specific friction points, investing in core infrastructure, and pivoting from SEO to GEO, B2B firms can position themselves to thrive in an increasingly autonomous digital economy. The Deloitte data from late 2025 serves as a wake-up call: the window for being an early adopter is closing, and the companies that successfully navigate the complexities of agentic AI today will be the ones that define the future of global commerce. For now, the focus remains on the &quot;baby steps&quot;\u2014building the foundation, understanding intent, and ensuring that in a world of autonomous agents, their products remain under consideration.<\/p>\n<!-- RatingBintangAjaib -->","protected":false},"excerpt":{"rendered":"<p>The global ecommerce landscape is currently witnessing a paradigm shift as companies transition from traditional automation toward agentic artificial intelligence, a more sophisticated form of AI capable of autonomous reasoning and task execution. According to Paul do Forno, the global commerce practice lead at Deloitte, this transition is occurring at markedly different speeds across the &hellip;<\/p>\n","protected":false},"author":8,"featured_media":6714,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[47],"tags":[292,48,1092,727,79,378,81,49,312,50],"class_list":["post-6715","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-e-commerce-trends-indonesia","tag-agentic","tag-ecommerce","tag-engine","tag-generative","tag-integration","tag-navigating","tag-optimization","tag-retail","tag-rise","tag-shopping"],"_links":{"self":[{"href":"https:\/\/lockitsoft.com\/index.php?rest_route=\/wp\/v2\/posts\/6715","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/lockitsoft.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/lockitsoft.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/lockitsoft.com\/index.php?rest_route=\/wp\/v2\/users\/8"}],"replies":[{"embeddable":true,"href":"https:\/\/lockitsoft.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=6715"}],"version-history":[{"count":0,"href":"https:\/\/lockitsoft.com\/index.php?rest_route=\/wp\/v2\/posts\/6715\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/lockitsoft.com\/index.php?rest_route=\/wp\/v2\/media\/6714"}],"wp:attachment":[{"href":"https:\/\/lockitsoft.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=6715"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/lockitsoft.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=6715"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/lockitsoft.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=6715"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}