AI-driven commerce shifts focus to data enrichment and citation building

The rise of AI-driven product discovery is shifting ecommerce strategies toward Generative Engine Optimization (GEO) and agentic commerce. As shoppers increasingly use AI assistants to research and purchase goods, brands must ensure their products are visible within AI-generated responses.

To achieve this, companies are focusing on AI citation building, which involves strengthening a brand's presence across independent publishers, reviews, and comparison articles to provide the external evidence AI systems require. Additionally, BigCommerce and Feedonomics have introduced new enrichment capabilities designed to transform merchant catalogs into AI-ready product intelligence. These tools aim to bridge the gap between traditional human-readable catalogs and the structured, contextually rich data required by AI agents to accurately compare products and complete purchases.