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ARTICLE · 12 NOVEMBER 2026

AI Is Changing Online Shopping: Is Your Cyber Security Ready?

Gowling WLG
Gowling WLG
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Gowling WLG

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As AI agents begin automating online shopping decisions and cyber threats evolve in scale and speed, retailers face mounting pressure to strengthen their digital defenses. This analysis examines five critical areas where in-house counsel should focus their cyber security and resilience efforts to protect customer data, payment systems and third-party integrations in an increasingly AI-driven ecommerce landscape.

United KingdomPrivacy
Amber Strickland
Amber Strickland
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AI is becoming an increasingly familiar part of the online shopping journey. A recent YouGov report shows that more than a third (34%) of likely Black Friday and Cyber Monday shoppers expect to use AI to help navigate the sales, while 40% would be comfortable using it to find the best price. Yet only 5% would currently be comfortable allowing AI to complete an approved purchase.

Agentic AI could change this dynamic. Unlike tools that simply respond to prompts, AI agents can make decisions, interact with other systems and automate more open-ended tasks. In the context of online shopping, the Information Commission’s Office (ICO) suggests that personal shopping agents could anticipate a consumer’s needs, search for products, monitor sales, check whether a purchase is within budget and even negotiate prices or identify tailored financing options.

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