Amazon, Swiggy, Zepto race to build agentic AI shopping in India
Amazon deploys Rufus and customer memory ahead of Prime Day (July 4-6), Zepto runs its in-house Zap support system, and Swiggy builds toward app-optional AI shopping. Agentic commerce is projected to grow from $5.7B in 2025 to $65.5B by 2033, with 48% of Indian retailers piloting genAI.
What happened
Amazon, Swiggy and Zepto are deploying agentic AI in India—Amazon's Rufus assistant and customer memory ahead of Prime Day, Zepto's in-house Zap support system,
Key facts
- 20% AI-influenced US orders
- 700% AI traffic YoY
- $5.7B agentic commerce 2025
- $65.5B by 2033
- 48% Indian retailers piloting genAI
- 75% faster resolution
- 20% higher positive reviews
- Prime Day July 4-6
Why this matters
The three-way race among Amazon, Swiggy, and Zepto to own agentic commerce creates a fertile window for partnerships or acquisitions in AI shopping assistants, customer-memory tech, and support automation before category leaders consolidate.
What to watch
- Prime Day GMV lift attributable to Rufus vs baseline
- DPDP Act enforcement guidance on AI personalization and consent
- Agent-driven repeat-purchase / basket-size metrics disclosed by any player
- Third-party agent interoperability standards (payments, catalog access)
- Inference cost per session vs incremental revenue disclosures
- Amazon leverages Prime Day (Jul 4-6) as live stress test for Rufus + memory-driven recommendations
- Zepto/Swiggy differentiate on speed: agentic reorder tied to sub-15-min delivery for grocery habituation
- Payment and UPI rails integration for one-tap agent-authorized checkout
- D2C brands negotiate visibility/data-sharing terms to stay surfaced by platform agents
- Competitors race to lock proprietary purchase-history data as moat before agent standards emerge