Who should own agentic commerce inside a consumer brand?
Answer
Agentic commerce should have one accountable executive owner even though execution spans multiple functions. The natural owner may sit in ecommerce, digital, commercial or technology leadership. The decisive factor is whether that person can influence the economics, product data, customer experience and channel decisions that determine the outcome.
Why this matters
Agentic commerce crosses organizational boundaries, making fragmented decision-making particularly likely.
What management should examine
- Who owns revenue and contribution.
- Who controls integrations.
- Who owns product truth.
- Who can approve commercial terms.
- Who resolves channel conflict.
What good looks like
There is one accountable business owner with clearly documented functional decision rights.
Related questions and resources
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