Platform & products

Brand Agent

Definition

Microsoft's AI shopping agent for a merchant's own storefront, announced in January 2026 and installed through Microsoft Clarity plus Microsoft's waitlist — not a Shopify feature, and not limited to Shopify Plus. Brand Agents was in beta as of Microsoft's July 2026 documentation, for Shopify and WooCommerce sites.

Defined in The Agentic Commerce Glossary.

The full guide: Microsoft Brand Agents on Shopify, Explained.

How else it gets framed

The same term carries different emphasis depending on the surface it’s used on. Both readings are correct.

Microsoft's AI shopping assistant for a merchant's own website, set up and measured in Microsoft Clarity, that answers product questions in the brand's voice and guides shoppers from discovery to checkout.

Agentic Commerce on Shopify: The 2026 Guide →

Microsoft's AI shopping agent, built into Microsoft Clarity and installed on a merchant's own storefront — Shopify or WooCommerce — that reasons over the store's catalog, brand voice, and policies to answer questions, recommend products, and guide shoppers to a purchase in natural conversation. In beta as of Microsoft's July 2026 documentation.

Microsoft Brand Agents on Shopify, Explained →

Microsoft's AI shopping agent for a merchant's own storefront, built into Microsoft Clarity. It answers product questions, guides discovery, and recommends items by reading your catalog data. Announced January 8, 2026; in beta; installed on Shopify through the Clarity app.

Do You Need Shopify Plus for Agentic Commerce? →

Microsoft's AI shopping agent, built into Microsoft Clarity and installed on Shopify or WooCommerce stores (announced January 2026, in beta; Shopify merchants join Microsoft's waitlist). It reasons over the catalog, store policies and the other data you connect to answer novel questions — not just retrieve a scripted reply.

Brand Agents vs. Third-Party Chatbots: The Migration Guide →

Microsoft's on-site conversational AI agent, installed on Shopify and WooCommerce stores through Microsoft Clarity, that answers shopper questions and guides them to checkout using a merchant's catalog, policies, and content as its knowledge source. See Brand Agents explained for the full mechanics.

The Agentic Commerce Readiness Checklist →

Where Brand Agent comes up

The guides that put this term to work, rather than just defining it.

Related terms

Shopify Plus: Shopify's enterprise tier, with the fullest checkout extensibility, unlimited and company-specific B2B catalogs and multi-store tools — not a requirement for Brand Agents, Copilot Checkout, Shopify Catalog or agentic storefronts.
Agentic Commerce Protocol: An open standard, licensed under Apache 2.0, for how AI agents, buyers and businesses complete purchases through APIs. Released by OpenAI and Stripe on September 29, 2025; Meta joined as a lead maintainer on April 24, 2026. It defines agentic checkout, cart and product feeds, delegated payment, delegated authentication, and order webhooks. The spec is labeled beta.
Agentic Commerce Suite: Stripe's product for selling through AI agents, launched December 11, 2025. A seller shares a catalog feed with Stripe; Stripe syndicates products to connected agents, manages the checkout, processes the payment and sends the seller an order event. Each stage can be taken over by the seller. Stripe describes it as working across protocols, including ACP and Google's UCP.
Shared Payment Token: A Stripe payment credential an AI agent grants to a seller: a scoped, limited reference to the buyer's payment method, tied to the seller's Stripe profile with a maximum amount and an expiry. The seller charges it like a card and never sees the card number. OpenAI's docs call it the first implementation of OpenAI's Delegated Payment Spec.
Agentic checkout: A checkout initiated or completed by an AI agent for a shopper, either inside the AI surface the shopper is using or on the merchant's site, using payment credentials the shopper has authorized. The merchant remains the seller and merchant of record; the agent handles the steps a person would otherwise click through.
Agentic e-commerce: Online selling in which AI agents, rather than people, carry out some of the shopping steps: searching catalogs, comparing products against a shopper's constraints, and in some channels completing checkout after the shopper confirms. Also called agentic commerce or agentic AI e-commerce.

All 164 terms

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