Summary
AO.com's tech leaders outlined how AI is transforming ecommerce from traditional product browsing towards 'agentic commerce', where algorithms make personalised recommendations in seconds. AI-powered agents will increasingly filter options for consumers, meaning retailers must build trust through high-quality content, credible reviews and strong brand reputation to appear in results.
The Digital Markets, Competition and Consumers Act 2024, which largely took effect in April 2025, introduces strict new rules for ecommerce operators. Drip pricing is banned; retailers must show total costs upfront. Fake and misleading reviews are prohibited, and new subscription rules are coming in Autumn 2026 to prevent 'subscription traps'. The CMA can now fine businesses up to 10% of global annual turnover.
Greater Manchester ecommerce businesses should urgently review pricing practices, review policies, and customer journeys to ensure compliance. Social media's role as a checkout destination and the rise of virtual influencers and livestream shopping are reshaping where and how consumers buy, requiring retailers to rethink both their technology and their legal exposure.
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Common questions
- What is this article about?
- Greater Manchester ecommerce businesses must adapt to AI-driven shopping agents and new consumer protection rules under the Digital Markets, Competition and Consumers Act 2024. The shift toward conversational commerce and stricter regulations on drip pricing, fake reviews and subscriptions will require retailers to invest in trust signals and compliance.
- When was this published?
- This article was published on 14 July 2026.
- Who published this article?
- This article was published by Manchester Digital.