The first wave of GEO was about being cited when a human asks. The next is about being chosen when software buys. Agent traffic to checkout pages tripled this year, and agents do not read hero sections.
An agent has no brand loyalty and infinite patience. It buys the page that answers fastest.
Machine-readable pricing, deterministic checkout, honest availability. None of that is optional once the customer is a script. The merchants who treat agents as customers, with their own UX, will take the category.