Anthropic x Commerce. It was inevitable. Claude is entering commerce.

Anthropic x Commerce. It was inevitable. Claude is entering commerce.

Yesterday, Anthropic announced two Commerce agents. In this post, I’ll cover the first type, which Anthropic calls Consumer agents.

Consumer agents let merchants embed a conversational layer into their apps to help customers move from intent to cart.

These agents provide skills like: ➡️ Catalog search and discovery ➡️ Planning and shopping lists ➡️ Cart actions and checkout ➡️ Customer care ➡️ Personalization and memory

This aligns with an observation I keep making in conversations with our customers. Merchants are doubling down on product discovery in LLMs (making sure Gemini, OpenAI, and, in the future, Claude's agents find and present their products). However, instead of also leveraging them for checkout, they prefer to direct potential customers to their own sites or apps to use their own embedded agents.

This is mainly driven by commercial and not technical decisions. Merchants across the board tell me they are better at driving GMV (overall cart value) on their own platforms than the agents from Google and OpenAI are.

In light of this, Anthropic launching ready-made agents that merchants can embed on their own properties makes perfect sense.

As with all LLMs, Claude's agents rely on clean and enriched product catalogs and feeds, which is the core of our business at Productsup. What a great time to be in this industry!