Agentic commerce has the potential to fundamentally transform the European economy. Early deployments are already demonstrating results: 89% of retailers integrating AI into commerce report positive revenue impact, with adoption accelerating at up to four times the pace of traditional e-commerce (PwC Strategy&, March 2026).

As consumers are increasingly assisted by AI agents for routine purchasing decisions, the payments ecosystem must be ready to support this shift securely and at scale.

To fully realise these benefits within the European digital payments landscape, the industry needs to innovate in a manner that aligns with the existing regulatory frameworks. This is possible and practical in a way that protects consumers and ensures clear liability structures.

We recognise that the technology and its use cases are continuing to evolve. EPIF will continue to actively engage on these issues.

Recognising the evolution of the technology, this paper proposes an adaptable and payment method agnostic policy approach to agentic payments. By leveraging open standards and preserving current liability frameworks, the industry can deliver uncompromising consumer protection without disrupting the foundational roles of merchants, Payment Service Providers (PSPs) and technology enablers. In particular, we encourage the adoption of existing and emerging open commerce standards, which provide strong blueprints for how sellers can make their checkouts agent-ready across AI platforms. Standards that are openly governed reduce the risk of ecosystem fragmentation.