By Molucks Editorial Team – October 31, 2025
As artificial intelligence reshapes the online shopping landscape, Visa has unveiled the Trusted Agent Protocol — a global framework designed to secure AI-driven transactions, authenticate digital agents, and protect merchants in the era of agentic commerce.
AI Shopping Traffic Surges 4,700% in 2025
Visa reports that AI traffic to U.S. retail sites has skyrocketed by 4,700% over the past year. AI assistants — or “agentic shoppers” — now browse, compare, and even purchase items on behalf of consumers. However, this surge has also attracted malicious bots that mimic legitimate AI behavior to commit fraud and data scraping.
How the Trusted Agent Protocol Works
Visa’s new protocol authenticates AI shopping agents through cryptographic verification. Each agent must pass an approval process via Visa’s Intelligent Commerce Program, after which it receives a digital signature key.
When visiting an online store, the agent sends three key signals:
- Agent Intent: Declares the purpose — browsing or purchasing.
- Consumer Recognition: Confirms whether the customer is a known user of that store.
- Payment Data: Optionally provides checkout details for seamless transactions.
Merchants verify these signatures using Visa’s secure registry. Valid agents are marked as trusted, while unverified ones are filtered out, reducing fraud and false bot detection.
Built on Modern Web Standards
The system uses HTTP Message Signature and aligns with existing WebAuthn protocols, making it simple to integrate into Shopify, Cloudflare, and other e-commerce platforms with minimal modification.
Why It Matters for Merchants and AI Commerce
1. Enhanced Fraud Protection
Merchants can identify trustworthy AI agents, preventing fraudulent activities and account takeovers.
2. Improved Conversion Rates
By distinguishing legitimate agents from harmful bots, retailers can avoid blocking valuable AI-driven shoppers.
3. Frictionless AI Shopping
Verified AI agents streamline checkout, enabling one-click automated purchases and faster e-commerce growth.
Challenges and Open Questions
- Liability: Who is responsible if an AI agent makes an unauthorized purchase?
- Market Control: Visa’s gatekeeping role could invite regulatory attention.
- Adoption Rate: Success depends on how quickly merchants implement the new standard.
Impact on Online Stores like Molucks
Forward-looking e-commerce brands like Molucks Store can benefit by preparing early for agentic commerce compatibility. Tracking AI-generated traffic, using smart verification tools, and adopting future Visa integrations will help secure and optimize the online shopping experience.
The Future of AI-Driven E-Commerce
Visa’s Trusted Agent Protocol represents a foundational step toward secure AI shopping. By authenticating intelligent agents and protecting transactions, Visa positions itself at the center of a new commerce ecosystem where trust is digital, verifiable, and programmable.
Final Thoughts
The AI shopping revolution is accelerating, and Visa’s move ensures it unfolds safely and transparently. For merchants, early adoption could mean reduced fraud, higher conversions, and stronger customer trust — the pillars of tomorrow’s digital economy.
Source: VentureBeat
Frequently Asked Questions (FAQ) about Visa’s Trusted Agent Protocol
1. What is Visa’s Trusted Agent Protocol?
Visa’s Trusted Agent Protocol is a new verification system that authenticates AI shopping bots and digital assistants using cryptographic signatures. It helps merchants distinguish between legitimate AI shoppers and harmful bots, improving online security and user trust.
2. How does Visa’s Trusted Agent Protocol work?
The protocol assigns approved AI agents a unique digital signature through Visa’s Intelligent Commerce Program. When the agent interacts with an online store, it sends this signature to confirm its identity and intent. Merchants can verify it via Visa’s registry to ensure the interaction is secure.
3. Why is this important for AI-driven shopping?
As AI shopping traffic grows rapidly, the Trusted Agent Protocol ensures a safer environment for consumers and merchants. It reduces fraud, improves checkout automation, and creates a trusted foundation for the next era of AI-powered e-commerce.
4. How can online stores like Molucks Store benefit?
Online merchants such as Molucks Store can prepare for AI commerce by integrating verification tools and tracking agent traffic. Early adoption of Visa’s protocol can enhance security, increase sales conversions, and strengthen SEO trust signals with Google.
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