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Only 12% of UK eCommerce brands ready for AI checkout

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SOFIAH NICHOLE SALIVIO

News Editor

Only 12% of the UK’s 100 biggest eCommerce brands are ready for AI systems to complete purchases directly on shoppers’ behalf, according to Varn Search Marketing. The findings suggest broad gaps in preparedness for so-called agentic commerce.

The agency reviewed the country’s largest eCommerce sites to assess whether they were configured to let generative AI platforms carry out transactions. Its research found that most retailers examined were not set up for this form of automated shopping.

Among the brands identified as unprepared were M&S, Currys and Barbour. The smaller group classed as prepared included Ted Baker, Gymshark and Castore.

The study focuses on an emerging retail model in which AI tools do more than help consumers search for products. In this model, AI agents move through the purchase journey and complete checkout directly, with little or no manual input from the shopper.

That shift is not yet fully available to the public in the UK, but testing and phased rollouts are already under way in some markets. Varn said the timetable for wider access remains uncertain, even as work on autonomous checkout and agent-initiated payments continues.

US signals

The report points to signs from the US market that consumer behaviour may already be starting to change. It cites a Morgan Stanley survey from December 2025, which found that 23% of Americans had made a purchase via AI.

Morgan Stanley also estimated that AI-assisted shopping could account for USD $385 billion in US eCommerce spending by 2030. While that figure relates to the American market, it indicates the commercial expectations building around the technology.

For retailers, the issue is not only whether customers want to use AI shopping tools, but whether websites are technically open to them. Product feeds, site architecture and permission settings are likely to determine whether AI systems can identify items and complete transactions without being blocked.

Retailers that fail to adapt could face reduced visibility if shopping journeys increasingly move away from conventional search and browsing. If transactions begin inside AI interfaces rather than on traditional storefronts, access to those systems may become an important route to sale.

Readiness gap

Andy Mollison, Head of Search and Innovation at Varn Search Marketing, said: “Agentic commerce isn’t a distant retail trend; it’s an immediate paradigm shift that will catch unprepared brands completely off guard. Our research shows a staggering disconnect between the speed of AI development and UK retail readiness. At Varn, we are actively auditing and restructuring eCommerce sites to bridge this gap, ensuring their data architecture, technical SEO, and product feeds are seamlessly readable by autonomous AI bots. The American market has already given us a blueprint for how fast consumer behaviour shifts when AI handles the checkout. If UK brands don’t start optimising for machine-to-machine commerce right now, they will lose both search visibility and become entirely invisible to the next generation of shoppers.”

The findings add to a wider debate in retail and digital marketing over how AI will affect discovery, conversion and brand control. Ecommerce businesses have spent years refining websites for human visitors and conventional search engines, but agent-based shopping introduces a different set of technical and commercial questions.

One question is whether established retailers can adapt quickly enough if AI-led shopping gains traction. Another is how brands will manage pricing, merchandising and customer relationships if the shopper’s main interaction takes place through a third-party AI assistant rather than on the retailer’s own site.

Varn said its assessment covered the UK’s top 100 eCommerce brands. On its measure, only a small minority currently appear configured to permit direct purchases by generative AI platforms.



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Bicester Leisure Centre reopening confirmed after disruption

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Bicester Leisure Centre has confirmed it will reopen fully on Monday, August 10, following several weeks of partial and complete closures.

However, the centre will remain fully closed tomorrow (Friday, August 7) with scheduled swimming lessons moved to Kidlington Leisure Centre.

While the changing rooms have been closed and the toilets moved to the car park, the gym, sports hall and outdoor pitches have remained in use during most of the works.

The main pool is due to welcome users again from Tuesday, August 11, marking a significant step towards normal service.

However, the Play ’n’ Teach pool will remain closed for a further three weeks while structural repairs to the roof are carried out.

Play ’n’ Teach sessions will be transferred to the main pool to minimise disruption with the majority of lesson times and days remaining unchanged, while a small number of Friday classes will operate on adjusted schedules.

The leisure centre said minor temporary changes would also be made to the main pool timetable over the coming weeks to ensure both lessons and public sessions can operate safely within the reduced space.

Operators added that they were working to provide additional public and lane swimming opportunities wherever possible during the period.

Councillors Sam Holland and Nick Mawer continue to press for fee fairness (Image: Sam Holland)

The reopening update follows growing concern among residents over the impact of the closure and ongoing restrictions.

Earlier this summer, councillors Sam Holland and Nick Mawer called for what they described as a fairer approach for members who have paid for facilities that have been unavailable during the works.

The pair say they are continuing to press Cherwell District Council over the support on offer to users.

In a joint update, they acknowledged that concessions remain available on request but argued residents should not be expected to chase compensation or fee reductions themselves when the disruption is long-running.

They said: “The current approach places too much of the burden on residents.”

The councillors have formally requested a meeting with relevant representatives at Cherwell District Council to discuss support for affected members and seek clearer communication on what assistance is available.

They added: “Residents deserve transparency, consistency and fairness while these works continue. We will continue to raise concerns on your behalf and will provide a further update once we have received a response regarding the meeting request.”





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Woojer launches 15% site-wide sale on haptic products

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SOFIAH NICHOLE SALIVIO

News Editor

Woojer has launched a site-wide 15% discount on its haptic gaming and wellness products across several international markets.

The promotion covers the Woojer Vest 4, Woojer STRAP 4 and Woojer MAT, aimed at users of games, films, music and relaxation products. It applies across the full range rather than a single device category.

At the lower end of the price range, the STRAP 4 costs USD $143 and GBP £137 after the discount, down from USD $169 and GBP £162. The wearable device converts audio into physical vibration and can be worn around the hips, across the chest or in a cross-body position.

Woojer has also added a styling element, offering a range of colours, patterns and themed editions linked to Call of Duty: Black Ops 7 and Fortnite. A dedicated app for the Series 4 range lets users manage appearance settings, core functions, audio controls and firmware updates.

Higher-priced products

The Vest 4 sits in the middle of the range at USD $407 and GBP £390 after the discount, compared with USD $479 and GBP £459 previously. It uses six Osci TRX2 transducers to deliver haptic feedback across the torso while users play games, watch films, listen to music or use virtual reality applications.

According to the product details, the vest includes an integrated control panel, digital signal processing, multi-band equaliser settings, Bluetooth headset compatibility and up to eight hours of battery life. It is designed for use while seated, standing or moving.

The most expensive item in the promotion is the Woojer MAT, now priced at USD $849 and GBP £813, down from USD $999 and GBP £957. The foldable mattress topper is positioned as a home wellness product that turns sound into vibrations across the body.

Wellness push

Woojer links the MAT to vibroacoustic therapy, which combines sound and vibration in relaxation and recovery settings. The product is intended to support sleep, stress reduction, recovery, mindfulness and relief from muscular tension.

That places the MAT in a broader wellness market where consumer technology companies are trying to move beyond entertainment hardware into products associated with rest, recovery and mental wellbeing. By including the MAT in the same summer offer as its gaming wearables, Woojer presents entertainment and wellness as part of a single commercial strategy.

The promotion also highlights the company’s pricing structure. Even after the discount, the MAT remains a premium purchase at close to USD $850, while the Vest 4 still costs more than many mainstream audio accessories, suggesting Woojer is targeting consumers willing to pay more for a specialised sensory product.

At the same time, the STRAP 4 gives the company a lower entry point for buyers interested in haptic audio without spending several hundred pounds or dollars on a vest or mattress topper. That may help broaden its reach among gamers, music listeners and virtual reality users who want a wearable format rather than a larger home setup.

Beyond direct sales, Woojer also offers an affiliate programme that pays 10% commission on generated sales. This suggests the company is using partner-led marketing to widen distribution and attract attention in a crowded consumer electronics market.

Haptic technology has drawn increasing interest from gaming and immersive media companies seeking to add touch-based feedback to sound and visuals. Woojer’s product range reflects that trend, focusing on devices that translate audio signals into vibrations users can feel through a strap, vest or mattress topper.

The sale gives prospective buyers a temporary price cut across all three product categories, with discounted prices ranging from USD $143 for the STRAP 4 to USD $849 for the MAT.



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Thames Valley drivers face highest fuel prices in the UK

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The soaring prices come after the start of the Iran war in the end of February, with diesel now at 205.9p per litre at Membury services in Berkshire, and unleaded petrol reaching 185p per litre.

Some drivers are reducing their journeys due to the unaffordable fuel prices.

The Government has frozen fuel duty in an effort to alleviate the burden, while motoring groups advise shopping around for the best deals.

Simon Williams, head of policy at the RAC, commented on the situation: “Fuel prices continued to rise over the weekend with petrol climbing to a new Iran War high of 160.85p and diesel going back over 180p, something drivers haven’t seen since 9 June.

“Unleaded has now risen more than 10p a litre – 7 per cent – since bottoming out at 150.59p on 6 July while diesel is up 16p (15.8p) a litre, or 10 per cent, almost fully reversing June’s 16.6p reduction, which was the biggest monthly drop on record.

“Positively for petrol car drivers, RAC analysis of wholesale fuel data shows prices at the pump should begin to stabilise this week.

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A40 closed Westbound due to two crashesSome drivers are reducing their journeys due to the unaffordable fuel prices. (Image: Ed Nix)

“But the news for those who rely on diesel, including many businesses, is worrying as it looks set to carry on rising, possibly reaching 185p in the next week or so.”

The rise in fuel prices coincides with the summer holiday season, when more than 20 million UK drivers are expected to hit the roads this week.

The AA is advising motorists to use price comparison apps powered by the Government’s Fuel Finder service to “beat the higher prices.”

The increase in prices has led to record numbers of forecourt drive-offs.

Forecourt Eye, a fuel theft prevention company, reported a 20 per cent increase in incidents of fuel taken without payment in the five months following the conflict’s onset on February 28, compared to the previous five months.

The surge in pump prices due to the war has driven the value of stolen fuel up by 48 per cent over the same period, reaching an estimated daily average of £194,000 across the UK’s 8,359 forecourts.

Gordon Balmer, executive director of the Petrol Retailers Association, noted that its members are “reporting increasing levels of abuse and aggression towards colleagues who are simply doing their jobs and have no influence over the price displayed on the forecourt”.

The Government has postponed its planned September 2026 increase to fuel duty until the end of the year due to rising pump prices.

Originally introduced by the Conservatives in 2022 following Russia’s invasion of Ukraine, the 5p reduction was set to end in September 2026.





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