Chuck Gahun is the VP and a Principal Analyst at Forrester where he covers content management technology, content strategy, and commerce services and strategy and co-leads Forrester’s agentic commerce research with fellow analyst Emily Pfeiffer.
He brings about two decades in digital content and commerce, product information management, and tech strategy, and he’s been at Forrester roughly four years. On this episode he’s speaking to the Q2 2026 “State of Agentic Commerce” report.
Listen/Watch Our Interview:
This one's a research deep dive. Forrester just published "The State of Agentic Commerce" for Q2 2026, a client-only report built on a fresh consumer survey, and its headline read like a splash of cold water: the hype is running past reality.
We invited principal analyst Chuck Gahun on Retailgentic to defend that framing, walk through Forrester's (strict) definition of agentic commerce, and separate what consumers are actually doing from what the market keeps promising.
Highlights
Shopping vs. buying: Forrester defines agentic commerce as “shopping or buying experiences that include AI agents acting autonomously on behalf of consumers, buyers, or sellers”, and until buying is involved, they call it conversational commerce, not agentic commerce.
The 38 / 17 gap: Among consumers familiar with answer engines, 38% use them for product discovery but only 17% complete purchases, a trust gap Chuck says is the single thing holding agentic commerce back.
Who’s liable?: When something goes wrong on an answer-engine purchase, 44% of consumers said they’d hold the answer engine itself liable, a sign of how many guardrails, policies, and return paths still have to be built.
The Amazon corollary: “On Amazon, I’d let my kids, my friends, my family have my credit card and go shopping.” That same trust does not yet transfer to ChatGPT or Gemini, closing that gap is the whole game.
The merchant verdict: “We’re not telling anybody to wait. We’re telling them to go in strategically while the commerce trust angle is catching up.”
Machine advantage: Forrester’s four-quadrant merchant framework (agentic fit, machine advantage, operations, and organizational adaptability) pushes brands to build content strategy for machines, not just humans.
The SKU mountain: The hardest conversation in the field, “you need to upgrade 100,000 SKUs,” and the merchant answers that one SKU takes six months, so “this is gonna take infinite years.” Protocols like OpenAI’s ACP and Google’s UCP keep changing underneath them, on an exponential curve.
Old B2B PDFs are gold mines: Those spec-heavy, JavaScript-free product pages everyone mocked turn out to be exactly what agents want, and Chuck says B2B (business & industrial) is actually taking off faster, with a report prediction that 20% of B2B moves to human-authorized, agent-executed transactions by year-end.
Death of the retail website?: A companion Forrester paper argues the website isn’t dead, it’s becoming a repository of data for agents. By 2030, Chuck expects “dual optimization”: machines bring the shopper, and the site’s only job is to convert them.
Less traffic, 3X conversion: Organic traffic is down, but answer engines filter the traffic so well that conversions are up.
A sharp, honest look at where agentic commerce actually is right now: the trust gap, the merchant playbook, and a few 2030 predictions worth arguing about. Enjoy the conversation
🎧 Listen wherever you get your podcasts: Spotify, Apple, etc.
Or, we have a video version on YouTube (make sure to subscribe!) →
Want to Learn More?
Stay on top of what’s happening in agentic commerce, from the tools powering it to the founders building with it by following us across platforms:
Podcast: https://retailgentic.transistor.fm
Instagram: https://www.instagram.com/retailgentic/
We're here to make sense of what’s next in retail + AI and bring you along for the ride. Subscribe and stay tuned!
Great interview. Love the insight around B2B product pages being outdated relative to consumer pages forever and now being ahead for the agentic era.