You invested in agentic commerce. Did you invest in what comes back?

This week, Vishal Patel returns to explain what’s happening across enterprise retailers right now with agentic commerce.

A purchase just processed somewhere, placed by a browser plugin, not a person. The transaction logged clean and attribution data went out. But nobody in asset protection saw it or flagged it.

That return is definitely coming. It just hasn't arrived yet.

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But first, your industry brain teaser of the week:

How high will U.S. B2C agentic commerce reach by 2030?

Scroll to the bottom for the answer.

Here's what we have in store for you this week:

The Rundown: What’s happening on the other side of the transaction.
Worth Your Time: The fraud never stops, and neither does the AI trying to catch it.
What We're Up To: We’re taking over The Ned in NYC.

Your attribution model is doing its job.

Every AI-driven referral from ChatGPT or Gemini gets logged. What rarely happens at most retailers is that data making it all the way to asset protection or loss prevention. Marketing owns the channel. AP and LP own the return patterns. Nobody connects them and nobody is calculating what that gap is costing the P&L.

Appriss can run that analysis, but not enough retail customers are routing marketing attribution data to make it happen.

The consequences compound fast once you see what agentic tools are already doing on the other side of the transaction:

Reading your policies before acting.

AI tools scan every retailer's return policy simultaneously, map the approval thresholds, and identify the exact conditions for a return to be accepted. A precisely written policy is a precisely readable one.

Manufacturing proof.

A photo of unworn shoes run through an image model produces a convincing damage claim in seconds.

Routing around purchase limits.

Per-email caps fail the moment a bot generates a new address. Identity-level linking — connecting manufactured accounts back to a single person — is what prevents this.

The CFO is the logical owner of this process. This is a capital allocation question sitting at the intersection of a revenue channel and a cost line, and it needs one person with authority over both. Here's the playbook for making that case.

We know time is money, so we won’t waste yours

A fired Chick-fil-A employee allegedly returned to the register and processed 800 mac and cheese refunds to his own credit cards, totaling $80,000 (Yahoo News).
Kohl's launched a conversational AI gift-finding agent and is evolving how store associates engage with data (Retail Dive).
Tecovas is battling a rise in friendly fraud as customers buy $500–$1,000 boots, file chargebacks, and flip them on resale platforms (Modern Retail).

Appriss Roadshow NYC is July 30 at The Ned. Half-day, limited seats, and built for LP, ops, ecomm, and finance leaders who want to stop managing the pieces and start seeing the whole picture on returns and shrink.

You'll hear from a top apparel retailer on what changed when they did. Get hands-on with Sidekick and Engage Insights. And if you're VP+, there's a closed roundtable track where we run live returns exposure math for everyone in the room. Space is limited.

Claim your spot

Most retailers have the data to see what's coming through the side door. You need to tell someone to watch it.

Thanks for being part of The Takeback. See you next time.

Sarah Cascone
CMO, Appriss Retail

And the answer is… U.S. B2C agentic commerce is expected to reach $1 trillion by 2030.

Ready to take back margin?

Appriss Retail connects returns, fraud, and shrink data across your omnichannel operations. Request a conversation to explore how we help retailers move from reactive investigation to real-time prevention.