Google Search advocate John Mueller has urged ecommerce operators to make sure their online stores can be navigated by AI shopping agents. In a LinkedIn post on 19 Jun 2024, he warned that bot-detection systems may block automated shoppers and cost businesses sales.
Agentic AI accessibility guidance
Mueller wrote that retailers should run end-to-end purchase tests with conversational tools such as ChatGPT agents. “Check your ecommerce site to see if it works for shoppers using the common agents,” he said.
A Swiss audit by consultant Malte Polzin found that out of 50 leading ecommerce sites, 43 allowed an agent to complete checkout while seven did not. The blockers included three CAPTCHAs, two Cloudflare Turnstile challenges, a maintenance splash page, and a custom firewall.
Why it matters
AI assistants can handle product discovery, cart creation, and payment on behalf of consumers. Platforms like Amazon Rufus and Shopify Sidekick are already integrating this flow, meaning any site that breaks it risks abandoned baskets.
Mueller’s guidance focused on customer experience rather than search rankings, and Google has not issued any crawler policies specific to agents.
Next steps for retailers
- Use ChatGPT or similar browsing agents to simulate a purchase on your site.
- Identify where bot-mitigation tools interrupt the journey.
- Configure CAPTCHA, firewall, or maintenance settings to recognise legitimate agent traffic.
- Repeat tests regularly as both security services and agent capabilities evolve.
Sources
John Mueller, LinkedIn post, 19 Jun 2024; posted by Malte Polzin, 17 Jun 2024.
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