Agent Commerce Attribution Diagnostic
No. 001 / 26
30 days · May 2026
$750M to $1B annual GMV
Northgate Outfitters
Illustrative sample reportin revenue attributable to agent traffic
15.3% of paid orders this window. Previously bucketed as 'direct' or 'bot'.
in agent-correlated declines & disputes
Two unverified agents drove 27% of all disputes on 0.9% of sessions.
spread in conversion across agents
Shop Agent converts 4.89% vs Gemini at 1.45%, yet you treat them identically today.
[ 01 ]Summary
Over 30 days, 123,210 agent sessions drove 4,189 orders and $497,020 in attributed revenue. The large majority was previously bucketed as “direct” or filtered as bot traffic. Verified agents account for $346,290 of that. The two unverified agents below convert near your site average but carry decline and dispute rates 5 to 19x baseline. That is the single clearest action item in this report.
[ 02 ]Traffic mix
71.2%
9.4%
11.8%
Human · 71.2%Search crawler · 9.4%Legacy bot · 4.1%Verified agent · 11.8%Unverified agent · 3.5%
15.3% of classified requests are agents. This is a channel with no line item in your analytics today.
[ 03 ]Per-agent outcomes
| Agent | Method | Sess. | Conv. | Revenue | Decl. | Disp. |
|---|---|---|---|---|---|---|
OpenAI Instant Checkout ChatGPT-User/1.0; +https://openai.com/bot verified | Web Bot Auth signature + ASN | 41,280 | 3.54% | $184,920 | 6.8% | 0.21% |
Perplexity Shopping PerplexityBot/1.0; +https://perplexity.ai/bot verified | Published IP range + signature | 22,910 | 2.30% | $61,740 | 5.2% | 0.18% |
Amazon Rufus (off-Amazon) Amazonbot/0.1; +https://amazon.com/amazonbot heuristic | ASN + UA heuristic (unconfirmed) | 9,840 | 6.22% | $88,300 | 3.9% | 1.44% |
Shop (Shopify) Agent Shopify-Agent/2.0 verified | Partner registry match | 14,120 | 4.89% | $73,510 | 4.4% | 0.29% |
Google Gemini / Shopping Google-Extended; GoogleOther heuristic | ASN + UA heuristic | 18,650 | 1.45% | $24,390 | 4.0% | 0.24% |
Claude (Anthropic) Claude-User/1.0; +anthropic.com verified | Web Bot Auth signature | 7,330 | 2.70% | $26,120 | 4.6% | 0.16% |
Unverified, 'CheckoutHelper' Mozilla/5.0 (compatible; CheckoutHelper) unverified | No signature, no registry match | 5,120 | 4.69% | $21,800 | 22.4% | 3.91% |
Unverified residential-proxy cluster Mozilla/5.0 (varied) unverified | Behavioral cluster, rotating UA/IP | 3,960 | 4.75% | $16,240 | 31.7% | 6.12% |
| Site baseline · human | — | — | 2.40% | — | 4.1% | 0.32% |
[ 04 ]What we'd act on
- Route the two unverified agents (CheckoutHelper, residential-proxy cluster) into step-up auth. They’re 0.9% of sessions and 27% of disputes.
- Stop suppressing verified agents in fraud rules. OpenAI Instant Checkout and Shop Agent convert above human baseline with below-baseline disputes. Friction here is lost revenue.
- Investigate Rufus’ 1.44% dispute rate at high conversion. This is likely a fulfillment or returns mismatch, not fraud. Cross-merchant benchmarking (Phase 2) will confirm.