TLDR: New research from Worldpay indicates that AI shopping agents are set to revolutionize online retail in the UK, potentially accounting for £29 billion in online spending by 2030. A significant portion of British consumers, particularly younger demographics, are open to using AI for tasks ranging from price comparison to personalized product selection, though they still desire control over final purchases.
Artificial intelligence is on the cusp of fundamentally transforming the online shopping landscape in the United Kingdom, with AI agents predicted to facilitate a staggering £29 billion in online spending by 2030. This projection comes from new research by Worldpay, a global leader in payment technology, released on November 5, 2025.
The study reveals a growing readiness among British consumers to embrace AI-powered shopping assistants. Approximately one in three (31%) UK shoppers expressed comfort with a smart bot browsing on their behalf. This sentiment is even more pronounced among younger demographics, with nearly half (45%) of 18-34 year olds willing to delegate shopping tasks to AI. By 2030, consumers anticipate that around 7% of their total online purchases will be made through these intelligent agents.
Consumers are keen for AI to assist with various aspects of their shopping experience. A majority (61%) desire an AI assistant that can effectively balance price and quality, while 60% would rely on AI to find the lowest prices. Personalization is also a key driver, with 43% wanting their AI to tailor product selections to their individual tastes, effectively acting as a digital personal shopper. Beyond mere savings, shoppers also expect their AI to align with their values; 32% would prefer their digital assistant to favor trusted brands, 31% for loyalty rewards, and 23% for ethically or sustainably sourced products.
Despite this enthusiasm, consumers are not yet ready to cede full control. The Worldpay research highlights that 60% of shoppers want to review every purchase before it is finalized, and 58% would like the option to cancel a purchase within 24 hours. Only a small fraction, 6%, would trust an AI to make automatic purchases without prior checking. This indicates a clear demand for transparency and control in the evolving agentic commerce ecosystem. Other research from Riskified and Checkout.com corroborates these findings, noting that while 40% of UK consumers are comfortable letting AI handle ‘boring’ routine purchases like groceries or bills, with an average trust threshold of around £200, they are less inclined to use AI for more personal purchases like gifts, which 40% find ‘too impersonal’. Concerns around payment security (30%), loss of control (24%), and fear of AI mistakes (21%) remain significant.
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In response to this emerging trend, payment technology providers like Worldpay are actively developing solutions to ensure a secure, simple, and trustworthy AI-driven shopping experience. This involves connecting retailers with trusted AI platforms, ensuring shoppers retain control, AI agents operate with transparency, and fraud risks are effectively managed. The integration of agentic AI is poised to mark a pivotal moment for UK commerce, streamlining everyday purchases while preserving consumer choice for more significant decisions.
