NIQ Partners with Similarweb

NIQ, a consumer intelligence company, has advanced its Agentic Commerce Measurement strategy through a collaboration with Similarweb to help companies understand how products are purchased in an increasingly agentic economy.

The work adds a measurement component to NIQ's Commerce Intelligence strategy. NIQ is bringing together its product intelligence, consumer behavior data, and retail sales measurement to deliver a comprehensive view of consumer behavior across both traditional and emerging AI-driven discovery environments. Similarweb will provide the foundational digital data, adding visibility into AI-driven consumer behavior inside generative AI platforms and along the agentic path to purchase. Together, these capabilities will connect AI-driven discovery to measured sales outcomes.

"AI is becoming a new commerce channel, and NIQ intends to make it measurable," said Troy Treangen, chief AI and product officer at NIQ, in a statement. "Our clients want to know where AI is already influencing their business, how quickly that influence is growing and what they should do about it. NIQ has the AI-ready data foundation and the product, consumer and sales intelligence needed to answer those questions. With Similarweb, we can extend that intelligence across the AI-influenced purchase journey: from discovery to traffic, conversion and sales."

The solution will focus initially on the following five areas:

• Consumer Intent: What consumers are asking AI assistants, and which needs, questions, or prompts are shaping their agentic commerce decisions.
• Agentic Shelf Visibility: Where products appear when AI assistants recommend options to shoppers, and how companies' presence compares with competitors.
• Product Content Readiness: Whether product content is complete, structured, and optimized so AI assistants can find, understand, and recommend it.
• AI-Driven Traffic: How much of the traffic reaching product pages is driven by AI platforms, including both direct clicks and subsequent visits influenced by agentic discovery.
• AI-Driven Conversion: How AI-influenced engagement connects to verified omnichannel purchasing behavior.

"AI's influence does not stop when a consumer leaves an AI platform," said Susan Dunn, chief revenue officer of Similarweb, in a statement. "Similarweb provides the foundational digital signals that reveal what happens across the entire AI-driven consumer journey. Combined with NIQ’s product and sales intelligence, those signals can give brands and retailers a clearer view of how AI-driven discovery translates into commercial outcomes."