Azoma and Digital Shelf Institute Launch “The 5 C’s of Agentic Commerce” to Rescue Brands From AI Pilot Purgatory

Utilised by Mars, Unilever, and L’Oréal, the new framework provides the first data-driven roadmap to dominate visibility across Amazon Alexa, Walmart Sparky, Google Gemini, and OpenAI

Agentic commerce optimization category leader Azoma, in partnership with the Digital Shelf Institute (DSI), today announces the launch of "The 5 C’s of Agentic Commerce." This is the first industry standard to pull brands out of fragmented "pilot purgatory" of endless, isolated AEO/GEO experiments and on the path to a unified, profitable commerce strategy.

Recognised by global retail giants

Already adopted by Mars, Unilever, Beiersdorf, L’Oréal, and Reckitt, the framework defines five pillars critical to AI-driven retail: Completeness, Context, Citations, Correctness, and Customer Acquisition.