Benchmark · 17 Oct 2026 · Agent Conversion Score v0.4
Agent-readiness benchmark: outdoor and footwear brands
Twenty-four outdoor and footwear brands, scored on whether an AI shopping agent can read, trust and buy from them. Agents can read these sites far better than they can buy from them: median Agent Choice 77, median Agent Checkout 43. Nobody has done the checkout plumbing yet, and the brands at the top are mostly there because their platform did it for them.
- Median score
- 60/100
- Median Agent Choice
- 77
- Median Agent Checkout
- 43
- Brands scored
- 24 of 32
- 33% refuse requests that identify as AI agents on product pages
- 58% do not state a delivery time on the product page as served
- 42% expose no machine-readable product feed
- 38% publish a UCP profile · 0% an ACP document · 4% an MCP endpoint
- 67% state a numeric price in structured data
- 0% state shipping cost in structured data · 13% returns terms
What the numbers say
Readable, not buyable
Across the 24 brands, the typical site scores 77 for Agent Choice (can an agent find, read, trust and recommend it) but 43 for Agent Checkout (can an agent complete a purchase). Access is rarely the problem: 91% of agent requests got through. The gap is in what happens after an agent has found the product.
The checkout plumbing is missing almost everywhere
No brand publishes an ACP document, one in twenty-five advertises an MCP endpoint, and none states shipping cost in structured data. 83% leave returns terms out of their product schema, and 58% do not state a delivery time on the product page as served. For a prompt like "delivered by Friday", most of these sites cannot be chosen.
Platform decides the top of the table
Six of the top eight run on Shopify, which publishes a UCP profile and a product feed for its merchants. Brands on Salesforce Commerce Cloud and custom builds have to do that work themselves, and most have not: Agent Checkout scores of 0 to 35 are common among them.
Three brands still have no machine-readable price
REI, Rab and Salomon let the agents in, but when asked directly, the agents could not read a price from the product page. Without a price an agent cannot compare, so these scores are capped at 50 until that changes.
Some brands cannot be audited at all
Eight of the 32 could not be scored: six refuse every automated reader we tried, from a data centre and from an ordinary home connection, and two have product pages our discovery could not find. We list them rather than guess. Any brand on this page can request a free re-scan or a correction.
League table
Score out of 100 · Choice and Checkout out of 100 · Grades A 85+, B 70+, C 55+, D 40+
| # | Brand | Platform | Score | Choice | Checkout | Note |
|---|---|---|---|---|---|---|
| 1 | Canada Goose | shopify | 77 B | 84 | 70 | |
| 2 | Arc’teryx | custom / other | 76 B | 86 | 64 | |
| 3 | Hunter | shopify | 75 B | 83 | 70 | |
| 4 | Berghaus | shopify | 75 B | 83 | 70 | |
| 5 | Birkenstock | Salesforce CC | 74 B | 87 | 51 | |
| 6 | Zappos | custom / other | 73 B | 87 | 47 | |
| 7 | Decathlon | shopify | 72 B | 79 | 70 | |
| 8 | Allbirds | shopify | 69 C | 76 | 70 | |
| 9 | Snow Peak | shopify | 68 C | 76 | 65 | agents admitted when checked live |
| 10 | Timberland | Salesforce CC | 66 C | 84 | 30 | agents admitted when checked live |
| 11 | Mammut | custom / other | 63 C | 79 | 35 | |
| 12 | Bergfreunde | custom / other | 61 C | 78 | 28 | |
| 13 | The North Face | Salesforce CC | 58 C | 77 | 19 | agents admitted when checked live |
| 14 | Barbour | Salesforce CC | 58 C | 83 | 0 | |
| 15 | Clarks | custom / other | 56 C | 70 | 34 | agents admitted when checked live |
| 16 | Fjällräven | custom / other | 55 C | 70 | 26 | agents admitted when checked live |
| 17 | KEEN | shopify | 54 D | 60 | 67 | agents admitted when checked live |
| 18 | On | custom / other | 51 D | 59 | 52 | |
| 19 | REI | custom / other | 46 D | 56 | 42 | capped at 50: no machine-readable price; agents admitted when checked live |
| 20 | Cotswold Outdoor | custom / other | 46 D | 60 | 23 | agents admitted when checked live |
| 21 | Merrell | Salesforce CC | 45 D | 65 | 0 | agents admitted when checked live |
| 22 | Patagonia | Salesforce CC | 36 F | 44 | 43 | agents admitted when checked live |
| 23 | Rab | magento | 31 F | 42 | 13 | capped at 50: no machine-readable price; agents admitted when checked live |
| 24 | Salomon | custom / other | 26 F | 32 | 43 | capped at 50: no machine-readable price; agents admitted when checked live |
Not scored
- Columbia: refuses every automated reader we tried, from a data centre and from a home connection.
- HOKA: refuses every automated reader we tried, from a data centre and from a home connection.
- Dr. Martens: refuses every automated reader we tried, from a data centre and from a home connection.
- Teva: refuses every automated reader we tried, from a data centre and from a home connection.
- Helly Hansen: refuses every automated reader we tried, from a data centre and from a home connection.
- Backcountry: no product page could be found automatically; to be re-run from a product link.
- MEC: refuses every automated reader we tried, from a data centre and from a home connection.
- Mountain Warehouse: no product page could be found automatically; to be re-run from a product link.
Any brand listed here can request a free re-scan or a correction at our contact page. Scores change as sites change; the date above is the date of the run.
Method
Each site was fetched as a real browser and as GPTBot, ChatGPT-User, PerplexityBot and ClaudeBot. Five product pages per site were sampled from the sitemap, judged on one market per site. Where a site admitted the browser but refused the agent identities, the real assistants were asked to open a product page; their answer decides whether the agents are blocked. Where no product page carried a numeric price in structured data, the assistants were asked to read the price from the page before a cap was applied. One in-stock product was added to an anonymous basket and the checkout page opened, to test whether an agent can get as far as paying; nothing was ever submitted: no login, no personal or payment details, no order, and the basket was left to expire. Scores follow the published specification (v0.4). The results are available as JSON.
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