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Agent merchant of record
Also known as: MoR · merchant of record
The party legally responsible for the transaction and the customer relationship when an agent closes a sale. Determines who owns the customer data, refund handling, and margin capture.
In agentic commerce, the merchant of record (MoR) question is the most strategically loaded contract term. When a shopper asks ChatGPT to buy a Coach bag through Buy for Me, is the MoR Coach, Amazon, or a mediating vendor? The answer determines:
- Who owns the customer email and future re-marketing rights.
- Who handles refunds and negotiates chargebacks.
- Who captures the margin between gross and net (10-15% take on cross-shop agent transactions).
- Whose brand appears on the credit card statement.
Tru Commerce's position: the brand stays the MoR, always. The agent is a channel, not a replacement for your storefront. Vendors that want to take the MoR seat from you are taking the most valuable position at your table — often without brands realizing the trade-off.
See also
Agentic commerce
The discipline of getting an AI agent — ChatGPT, Gemini, Perplexity, Rufus, Copilot, Claude — to discover, recommend, and complete a purchase on a shopper's behalf.
ACP (Agentic Commerce Protocol)
OpenAI + Stripe's open protocol for agent-initiated commerce. Powers ChatGPT Instant Checkout and Copilot-adjacent commerce. Enables in-conversation purchase completion without the shopper leaving the agent.
Buy for Me
Amazon's outbound-agent feature — Rufus can complete purchases on external retailer sites (500+ partners as of Q1 2026). Amazon-mediated checkout using stored Amazon credentials.
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