Forrester: Agentic Commerce Hype Outpaces Consumer Trust Reality

Forrester's Q2 2026 research reveals a critical trust gap in agentic commerce—38% of consumers use answer engines for product discovery, but only 17% complete purchases, with 44% holding the AI agent liable if something goes wrong. Merchants must build strategically around trust, content quality, and SKU readiness rather than waiting for the market to mature.