Amazon, Swiggy, Zepto race to build agentic AI shopping in India
Amazon deploys Rufus and customer memory ahead of Prime Day (July 4-6), Zepto runs its in-house Zap support system, and Swiggy builds toward app-optional AI shopping. Agentic commerce is projected to grow from $5.7B in 2025 to $65.5B by 2033, with 48% of Indian retailers piloting genAI.
Amazon, Swiggy and Zepto are deploying agentic AI in India—Amazon's Rufus assistant and customer memory ahead of Prime Day, Zepto's in-house Zap support system, and Swiggy building toward app-optional AI shopping—amid rapid genAI adoption by Indian retailers.