MCP (Model Context Protocol)

A standard way to give AI agents direct tools for your site, such as search, product details and cart, instead of making them click through pages.

Why it matters

MCP lets an AI agent use your site through tools you choose, such as search, product details and cart, instead of clicking through pages built for people. That can make agents faster and more reliable on your site. It's early: in our study of 255 online stores, 27% offered an MCP server or WebMCP tools. Ask your platform provider whether they support it.

More terms in getting it done

• Journey A task a visitor sets out to complete on your site, such as finding a product and reaching checkout, or booking a call.
• Task completion Whether an agent can actually finish a journey.
• WebMCP A proposal for offering those same tools from inside your web pages, so a browser agent can call them while it's on your site.
• Agentic commerce Purchases that an AI agent makes for a shopper.

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