Only 23% of Merchants Can Identify AI Agent-Driven Purchases, Attribution Becomes New Competitive Battleground

According to the Global Digital Shopping Index: Merchant Edition report, compiled by PYMNTS Intelligence for Visa Acceptance Solutions, only 23% of merchants can clearly identify traffic and purchases driven by AI agents. Another 21% can recognize agent traffic but cannot link it to completed purchases. The report notes that 27% of large merchants can explicitly identify agent-driven purchases, compared to 19% of small and medium-sized businesses.

The survey shows that most merchants believe AI agents are already intervening in the shopping process: 61% of respondents think AI-generated results will influence purchase decisions more than traditional search, 58% expect agents to select payment methods based on fees and rewards, and 56% anticipate agents will complete transactions autonomously. The report argues that agents may engage at multiple points in the transaction without necessarily finalizing the purchase, complicating attribution. Merchants need reporting systems that connect agent interactions to purchase outcomes, positioning attribution capability as a key early competitive advantage in agentic commerce.