Agents are eating discovery, so what happens to marketplaces?
I see two futures:
1/ Marketplaces build their own agents, and each one stays the destination for search
2/ Agent-to-agent infra is built out and my agent searches across marketplaces and suppliers via API
Future 1: Each marketplace has an agent
Resy has an agent. I text it in iMessage, use it in the app, or have my personal agent talk to it. Resy is still the destination for reservations in my mind.
> Likeliest where brand and taste matter or supply is exclusive: restaurants, events, fashion
Future 2: Marketplaces become suppliers behind my agent
I tell my agent I need a doctor. It checks my insurance, location, and medical history, queries across marketplaces/practices, verifies credentials, and brings back three options. I approve one, and booking happens between agents. I never see the exchange. My agent is my entrypoint, and the marketplace is a supplier behind the scenes that I never see.
> Likeliest where supply is fragmented and fit matters more than brand: care, in-home help, moving, home repair
IMO these aren’t mutually exclusive. Both can exist, but they compete for the entrypoint. Under 1, the marketplace still owns the relationship and brand in my mind. Under 2, it’s one source - supply becomes headless to me.
Today, marketplaces do four main jobs: discovery, trust, transaction, and operations. With discovery melting away, the value moves to what sits underneath the marketplace:
> Trust and verification layers agents can query (credentials, identity, insurance, outcomes)
> Supply-side agents that manage availability, pricing, and listings across channels
> Structured-data registries for fragmented categories (care, home services, specialty health)
> Agent-to-agent transaction rails: payments, dispute resolution