AI Assistants Now Buy for Consumers: Centre says Agentic Shopping Emerges, Lists Steps to Protect Traders and MSMEs [Read Order]
The Government has taken several steps to ensure that small businesses, local traders and MSMEs are not digitally excluded in the emerging e-commerce environments
The Union Government has acknowledged the rise of AI-driven “Agentic Shopping”, a system where intelligent digital assistants autonomously compare, select and purchase products on behalf of consumers.
In a written reply tabled in the Lok Sabha to the question raised by MP PraveenKhandelwal, the Ministry of Commerce and Industry stated that “Agentic shopping is one such technological innovation where shopping is powered by intelligent AI agents capable of anticipating, personalizing, and automating every step of the online shopping process.”
The Ministry, responding to issues over the impact of autonomous AI shopping on small retailers and MSMEs,clarified that the happening is currently concentrated within the digital commerce ecosystem but carries implications for market access.
The Minister noted that the Government has undertaken multiple initiatives to ensure that traditional traders are not pushed out of the emerging AI-enabled marketplace.
As quoted in the reply, “The Government has taken several steps to ensure that small businesses, local traders and MSMEs are not digitally excluded in the emerging e-commerce environments.”
The government included the India AI Mission as one of the main plans, which is designed to give startups and MSMEs better access to AI technologies, processing capacity, and data platforms. By supporting domestic AI models, allowing AI-driven commerce solutions, and "promoting responsible and trusted AI use," the mission seeks to improve India's AI sector.
The reply further stated the transformative role of the Open Network for Digital Commerce (ONDC). The Government stated that ONDC make sure “fair, transparent, and non-discriminatory discovery within emerging e-commerce environments”, enabling small sellers to compete with digital giants on equal terms.
Unlike traditional platforms, ONDC allows sellers to reach buyers across multiple apps without restrictive platform conditions, while unified open specifications prevent opaque ranking and listing practices.
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Additionally, the Ministry added the MSME-focused TEAM (Trade Enablement and Marketing) Scheme, which strengthens digital capabilities of small sellers, including artisans, SHGs, FPOs, and rural entrepreneurs. The Government noted that the scheme aims to boost digital literacy, cataloguing, and onboarding while ensuring that “50% of beneficiaries are women-led SMEs”.
The Ministry also introduced the MSME-focused TEAM (Trade Enablement and Marketing) Scheme, to improve the digital capacity of small sellers, such as artisans, SHGs, FPOs, and rural business owners. The initiative, according to the government, intends to increase digital literacy, recording, and onboarding while insuring that "50% of beneficiaries are women-led SMEs."
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