Thoughts on the Market

Our Head of U.S. Internet Research Brian Nowak joins U.S. Small and Mid-Cap Internet Analyst Nathan Feather to explain why the future of agentic commerce is closer than you think.
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Brian Nowak: Welcome to Thoughts on the Market. I'm Brian Nowak, Morgan Stanley's Head of U.S. Internet Research
Nathan Feather: And I'm Nathan Feather, U.S. Small and Mid-Cap Internet Analyst.
Brian Nowak: Today, how AI-powered shopping assistants are set to revolutionize the e-commerce experience.
It's Tuesday, February 17th at 8am in New York.
Nathan, let's talk a little bit about agentic commerce. When was the last time you reordered groceries? Or bought household packaged goods? Or compared prices for items you [b]ought online and said, ‘Boy, I wish there was an easier way to do this. I wish technology could solve this for me.’
Nathan Feather: Yeah. Yesterday, about 24 hours ago.
Brian Nowak: Well, our work on agentic commerce shows a lot of these capabilities could be [coming] sooner than a lot of people appreciate. We believe that agentic commerce could grow to be 10 to 20 percent of overall U.S. e-commerce by 2030, and potentially add 100 to 300 basis points of overall growth to e-commerce.
There are certain categories of spend we think are going to be particularly large unlocks for agentic commerce. I mentioned grocery, I mentioned household essentials. We think these are some of the items that agentic commerce is really going to drive a further digitization of over the next five years.
So maybe Nathan, let's start at the very top. Our work we did together shows that 40 to 50 percent of consumers in the U.S. already use different AI tools for product research, but only a mid single digit percentage of them are actually really starting their shopping journey or buying things today. What does that gap tell you about the agentic opportunity and some of the hurdles we have to overcome to close that gap from research to actual purchasing?
Nathan Feather: Well, I think what it shows is that clearly there is demand from consumers for these products. We think agentic opens up both evolutionary and revolutionary ways to shop online for consumers. But at the moment, the tools aren't fully developed and the consumer behavior isn't yet there. And so, we think it'll take time for these tools to develop. But once they do, it's clear that the consumer use case is there and you'll start to see adoption.
And building on that, Brian, on the large cap side, you've done a lot of work here on how the shopping funnel itself could evolve. Traditionally discovery has flowed through search, social or direct traffic. Now we're seeing agents begin to sit in the start of the funnel acting as the gatekeeper to the transaction. For the biggest platforms with massive reach, how meaningful is that shift?
Brian Nowak: It is very meaningful. And I think that this agentic shift in how people research products, price compare products, purchase products, is going to lead to even more advertis[ing] and value creation opportunity for the big social media platforms, for the big video platforms. Because essentially these big platforms that have large corpuses of users, spending a lot of time on them are going to be more important than ever for companies that want to launch new products. Companies that want to introduce their products to new customers.
People that want to start new businesses entirely, it's going to be harder to reach new potential customers in an agentic world. So, I think some of these leading social and reach based video platforms are going to go up in value and you'll see more spend on those for people to build awareness around new and existing products.
On this point of the products, you know, our work shows that grocery and consumer packaged goods are probably going to be one of the largest category unlocks. You know, we already know that over 50 percent of incremental e-commerce growth in the U.S. is going to come from grocery and CPG. And we think agentic is going to be a similar dynamic where grocery and CPG is going to drive a lot of agentic spend.
Why do you think that is? And sort of walk us through, what has to happen in your mind for people to really pivot and start using agents to shop for their weekly grocery basket?
Nathan Feather: I think one of the key things about the grocery category is it's a very high friction category online. You have to go through and select each individual ingredient you want [in] the order, ensure that you have the right brand, the right number of units, and ensure that the substitutions – when somebody actually gets to the store – are correct.
And so for a user, it just takes a substantial amount of time to build a basket for online grocery. We think agentic can change that by becoming your personal digital shopper. You can say something as simple as, ‘I want to make steak tacos for dinner.’ And it can add all of the ingredients you want to your order. Go from the grocery store you like. And hey, it'll know your preferences. It'll know you already like a certain brand of tortillas, and it'll add those to the cart. And so it just dramatically reduces the friction.
Now, that will take time to build the tools. The tools aren't there today, but we think that can come sooner than people expect. Even over the next one to two years that you start to get this revolutionary grocery experience.
And so, it's coming. And from your perspective, Brian, once agentic grocery shopping does start to work, how does that impact the broader e-commerce adoption curve? Does it pull forward agentic behavior in other categories as well?
Brian Nowak: I think it does. I think it does lead to more durable multi-year, overall e-commerce growth. And potentially in some of our more bull case scenarios, we've built out – even an acceleration in e-commerce growth, even though the numbers and the dollars added are getting larger. But there is some tension around profitability.
We are in a world where a lot of e-commerce companies, they generate an outsized percentage of their profit from advertising and retail media that is attached to current transactions. Agentic commerce and agents wedging themself between the consumer and these platforms potentially put some of these high-margin retail media ad dollars at risk.
So talk us through some of the math that we've run on that potential risk to any of the companies that are feeding into these agents for people to shop through.
Nathan Feather: Well, in our work for most e-commerce companies, a majority – or sometimes even all – of their e-commerce profitability comes from the advertising side. And so this is the key profit pool for e-commerce. To the extent that goes away, there is one potential offset here, which is the lower fee that agentic offers for companies that currently have high marketing spend. To the extent that agentic offers a lower take rate, that could be an offset.
But we think it's going to be very important for companies to monitor the retail media landscape and ensure they can try to keep direct traffic as best as possible. And things like onsite agents could be really important to making sure you're staying top of mind and owning that customer relationship.
Now, on the platform side, search today captures an implied take rates that are 5-10 times higher than what we're seeing in the early agentic transaction fees. If this model does shift from CPC – or cost per click – towards a more commission based model, Brian, how do you think search platforms respond?
Brian Nowak: I think the punchline is the percentage of traffic and transactions that retailers or brands or companies selling their items online that's paid is going to go up. You know, while search is a relatively more expensive channel on a per transaction basis, search works because there's a very large amount of unpaid and direct traffic that retailers benefit from post the first time they spend on search.
Just some math on this. We're still at a situation where 80 percent of retailers' online traffic is free. Or direct. And so if we do get into a situation where there's a transition from a higher monetizing per transaction search to a lower monetizing per transaction agent, I would expect the search platforms to react by essentially making it more challenging to get free and direct and unpaid traffic. And we'll have that transition from more transactions at a lower rate; as opposed to fewer transactions at a higher rate, which is what we have now,
Nathan, in our work, we also talked about a Five I’s framework. We talked about inventory, infrastructure, innovation, incrementality and income statement, sort of a retailer framework to assess positioning within the agentic transition. Maybe walk us through what your big takeaways were from the Five I’s framework and what it means that retailers need to be mindful of throughout this agentic transition.
Nathan Feather: Well, for retailers, I think it's going to be very important that you're winning by differentiation. Having unique, competitively priced inventory with infrastructure that can fulfill that quickly to the consumer and critically staying on the leading edge of innovation.
It's one thing to have the inventory. It's another thing to be able to be actively plugged into these agentic tools and make sure you're developing good experiences for your customers that actually are on this cutting edge. In addition, it's one thing to have all of that, but you want to make sure there's also incrementality opportunity.
So [the] ability to go out, expand the TAM and gain market share. And of course what we just talked about with the margin risk, I think all of those are going to be very important. And so on balance for retailers, we do see a lot of opportunity. That's balanced with a lot of risk. But this is one of those key transition moments that we think companies that really execute and perform well should be able to perform nicely.
Now finally, Brian, over the next five years, how do you think agent commerce reshapes competitive dynamics across the internet ecosystem?
Brian Nowak: I think over the next few years, we're going to realize that agentic commerce is no longer a fringe experiment or a concept. It's a reality. And we may get to the point where we don't even talk about agentic commerce or agentic shopping. We just say, “‘This cool thing I did through my browser.’ Or, ‘Look at what my search portal can do. Look at how my search portal found me this product. Look at how my groceries got delivered.’ And it'll become part of recurring life. It'll become normal.
So right now we say it's agentic, it's far off. It's going to take time to develop. But I would argue that every year that goes by, it's going to be becoming more part of normal life. And we'll just say, ‘This is how I shop online.’
Nathan, thanks for taking the time today
Nathan Feather: It was great speaking with you, Brian.
Brian Nowak: And thanks for listening. If you enjoy Thoughts on the Market, please leave us a review wherever you listen. And share the podcast with a friend or colleague today.

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Arunima Sinha, from the U.S. and Global Economics team, discusses how an upcoming Supreme Court decision could reshape consumer prices, retail margins and the inflation outlook in 2026.
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Arunima Sinha: Welcome to Thoughts on the Market. I'm Arunima Sinha from Morgan Stanley's U.S. and Global Economics Teams.
Today: How a single Supreme Court ruling could change the tariff math for U.S. consumers.
It's Friday, February 13th at 10am in New York.
The U.S. Supreme Court is deciding whether the U.S. president has legal authority to impose sweeping tariffs under IEEPA. That decision could come as soon as next Friday. IEEPA, or the International Emergency Economic Powers Act, is the legal backbone for a significant share of today's consumer goods tariffs. If the Supreme Court limits how it can be used, tariffs on many everyday items could fall quickly – affecting prices on the shelf, margins for retailers, and the broader inflation outlook.
As of now, effective tariff rates on consumer goods are running about 15 percent, and that's based on late 2025 November data. And that's quite a bit higher than the roughly 10 percent average, which we're seeing as tariffs on all goods. In a post IEEPA scenario, we think that the effective tariff rate on consumer goods could fall to the mid-11 percent range.
It's not zero, but it is meaningfully lower.
An important caveat is that this is not going to be eliminating all tariffs. Other trade tools – like Section 232s, which are the national security tariffs, Section 301s, the tariffs that are related to unfair trade practices – would remain in place. Autos and metals, for example, are largely outside the IEEPA discussion.
The main pressure point we think is consumer goods. IEEPA has been used for two major sets of tariffs. The fentanyl-related tariffs on Mexico, Canada, and China, and the so-called reciprocal tariffs applied broadly across trading partners. And these often stack on top of the existing tariffs, such as the MFN, the Most Favored Nation rates, and the section 301 duties on China that were already existing before 2025.
The exposure is really concentrated in certain categories of consumer goods. So, for example, in apparel and footwear, about 60 percent of the applied tariffs are IEEPA related. For furniture and home improvement, it's over 70 percent. For toys, games, and sporting equipment, it's more than 90 percent. So, if the IEEPA authority is curtailed, the category level effects would be meaningful.
There are caveats, of course. The court's decision may not be all or nothing. And policymakers could turn to alternative authorities. One example is Section 122, which allows across the board tariffs for up to 15 percent for 150 days. So, tariffs could just reappear under different tools. But in the near term, fully replacing IEEPA-based tariffs on consumer goods may not be straightforward, especially given ongoing affordability concerns.
So, how does that matter for the real economy? There are two key channels, prices and margins. On prices we estimate that about 60 percent of the tariff costs are typically passed on to the consumers over two to three quarters, but it’s not instant. Margins though could respond faster. If companies get cost relief before they adjust prices downwards, that creates a temporary margin tailwind. That could influence hiring, investment and earnings across retail and consumer supply chains.
Over time, lower tariffs could also reinforce that broader return to core goods disinflation starting in the second quarter of this year. And because tariff driven inflation has weighed more heavily on the middle- and lower-income households, any eventual price relief could disproportionately benefit those groups.
At the end of the day, this isn't just a legal story. It is a timing story. If IEEPA authority is curtailed, the arithmetic shifts pretty quickly. Margins move first, prices follow later, and the path back to goods disinflation could accelerate. That's why this is one ruling worth watching before the gavel drops.
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Our Global Head of Fixed Income Research Andrew Sheets explains how key market indicators reflect a constructive view around the global cyclical outlook, despite a volatile start to 2026.
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Andrew Sheets: Welcome to Thoughts on the Market. I'm Andrew Sheets, Global Head of Fixed Income Research at Morgan Stanley.
Today I'm going to talk about the unusual alignment of a number of key indicators.
It's Thursday, February 12th at 2pm in London.
A frustrating element of investing is that any indicator at any time can let you down. That makes sense. With so much on the line, the secret to markets probably isn't just one of a hundreds of data series that a thousand of us can access at the push of a button.
But many indicators all suggesting the same? That's far more notable. And despite a volatile start to 2026 with big swings in everything from Japanese government bonds to software stocks, it is very much what we think is happening below the surface. Specifically, a variety of indicators linked to optimism around the global cyclical outlook are all stronger, all moving up and to the right.
Copper, which is closely followed as an economically sensitive commodity, is up strongly. Korean equities, which have above average cyclicality and sensitivity to global trade is the best performing of any major global equity market over the last year. Financials, which lie at the heart of credit creation, have been outperforming across the U.S., Europe, and Asia. And more recently, year-to-date cyclicals and transports are outperforming. Small caps are leading, breadth is improving, and the yield curve is bear steepening.
All of these are the outcomes that you'd expect, all else equal, if global growth is going to be stronger in the future than it is today.
Now individually, these data points can be explained away. Maybe Copper is just part of an AI build out story. Maybe Korea is just rebounding off extreme levels of valuation. Maybe Financials are just about deregulation in a steeper yield curve. Maybe the steeper yield curve is just about the policy uncertainty. And small cap stocks have been long-term laggards – maybe every dog has its day.
But collectively, well, they're exactly what investors will be looking for to confirm that the global growth backdrop is getting stronger, and we believe they form a pretty powerful, overlapping signal worthy of respect.
But if things are getting better, how much is too much. In the face of easier fiscal, monetary, and regulatory policy, the market may focus on other signposts to determine whether we now have too much of a good thing. For example, is there signs of significant inflation on the horizon? Is volatility in the bond market increasing? Is the U.S. dollar deviating significantly from its fair value? Is the credit market showing weakness? And do stocks and credit now react badly when the data is good?
So far, not yet. As we discussed on this program last week, long run inflation expectations in the U.S. and euro area remain pretty consistent with central bank targets. Expected volatility in U.S. interest rates has actually fallen year-to-date. The U.S. dollar’s valuation is pretty close to what purchasing power parity would suggest. Credit has been very stable. And better than expected labor market data on Wednesday was treated well.
Any single indicator can and eventually will let investors down. But when a broad set of economically sensitive signals all point in the same direction, we listen. Taken together, we think this alignment is still telling a story of supportive fundamental tailwinds while key measures of stress hold.
Until that evidence changes, we think those signals deserve respect.
Thank you as always, for your time. If you find Thoughts on the Market useful, let us know by leaving a review wherever you listen. And also tell a friend or colleague about us today.

With the U.S.-Canada-Mexico Agreement coming up for review, our Head of Public Policy Research Ariana Salvatore unpacks whether our 2025 call for deeper trade integration still holds.
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Ariana Salvatore: Welcome to Thoughts on the Market. I'm Ariana Salvatore, Head of Public Policy Research for Morgan Stanley.
Today I'll be talking about our expectations for the upcoming USMCA review, and how the landscape has shifted from last year.
It's Wednesday, February 11th at 4pm in London.
As we highlighted last fall, the US-Mexico-Canada Agreement is approaching its first mandatory review in 2026. At the time, we argued that the risks were skewed modestly to the upside. Structural contingencies built into the agreement we think cap downside risk and tilt most outcomes toward preserving and over time deepening North American trade integration.
That framing, we think, remains broadly intact. But some developments over the past few months suggest that the timing and the structure of that deeper integration could end up looking a little bit different than we initially expected. We still see a scenario where negotiators resolve targeted frictions and make limited updates, but we're increasingly mindful that some of the more ambitious policy maker goals – for example, new chapters on AI, critical minerals or more explicit guardrails on Chinese investment in Mexico – may be harder to formalize ahead of the mid-2026 deadline.
So, what does the base case as we framed it last year still look like?
We continue to expect an outcome that preserves the agreement and resolves several outstanding disputes – auto rules of origin, labor enforcement procedures, and select digital trade provisions.
On the China question, our view from last year also still holds. We expect incremental steps by Mexico to reduce trans-shipment risk and better align with U.S. trade priorities, though likely without a fully institutionalized enforcement mechanism by mid-2026. And remember, the USMCA’s 10-year escape clause keeps the agreement enforced at least through 2036, meaning the probability of a disruptive trade shock is structurally quite low.
What may be shifting is not the direction of travel, but the pace and the form. A more comprehensive agreement may ultimately come, but possibly with a longer runway or through site agreements rather than updates to the USMCA text itself. Of course, those come with an enforcement risk just given the lack of congressional backing.
We still expect the formal review to conclude around mid-2026, albeit with a growing possibility that deeper institutional alignment happens further out or via parallel frameworks. It also is possible that into that deadline all three sides decide to extend negotiations out further into the future, extending the uncertainty for even longer.
So what does it all mean for macro and markets?
For Mexico, maintaining tariff free access to the U.S. continues to be essential. The base case supports ongoing manufacturing integration, especially in autos and electronics. But without the newer, more strategic chapters that policymakers have discussed, the agreement would leave Mexico in a position that it's accustomed to – stable but short of a full nearshoring acceleration. This aligns with our view from last year, but we now see clearer near-term risks to the thesis of rapid institutional, deeper trade integration.
For FX, the pace of benefit is from reduced uncertainty, but the effect is likely gradual. The absence of tangible progress on adding to the original deal suggests a more muted near-term impulse. For Canada, the implications are similarly two-sided. Near-term volatility around the review is likely underpriced, but a limited agreement should eventually lead to medium term USD-CAD downside.
On the economics front, last year, we argued that the review would reinforce North America as a manufacturing block, even if it didn't fully resolve supply chain diversification from China. We think that remains true today, but with the added nuance that some of the more ambitious integration pathways may be pushed further out or structured outside of the formal USMCA chapters.
So bottom line, our base case remains a measured, pragmatic outcome that reduces uncertainty, but preserves the core benefits of North American trade and supports growth across key asset classes. But it also increasingly looks like an outcome that may leave some strategic opportunities on the table for now, setting the stage for deeper alignment later – on a slightly longer horizon, or through a more flexible framework.
Thanks for listening. As a reminder, if you enjoy Thoughts on the Market, please take a moment to rate and review us wherever you listen. And share Thoughts on the Market with a friend or colleague today.