Announcing Trustap Index

Announcing Trustap Index

The world of Agentic Commerce is moving very quickly. AI agents are already buying things. ChatGPT can complete a purchase inside a conversation. Google's AI Mode can find a product and check out using your saved details. Amazon's Rufus has reportedly been used by around 250M customers to assist the purchase process. Etsy, Target and StubHub are starting to appear in AI shopping flows. It’s still very early but it’s very clear to me that we’re only going in one direction and that over the next few years, agents will be responsible for hundreds of billions worth of transactions.

All that progress aside, there is still a lot of work to do before agents can do the job as accurately as we humans can. One of the main issues is that agents can only buy what they can read, and the vast majority of the world's products do not exist in a format an agent can understand.

That is the problem Trustap Index solves.

Most inventory is invisible to agents

The agentic commerce protocols are being rolled out quickly. OpenAI's Agentic Commerce Protocol (ACP), Google's Universal Commerce Protocol (UCP), and others are standardising how an agent discovers and transacts with a product.

These protocols expect clean, structured product data. Marketplace listings (and even Ecomm inventory most of the time) is nothing like that. It’s plain text, images and comes in lots of different shapes and sizes. It could come from a Shopify or WooCommerce catalogue, a marketplace listing, or even just a plain-text ad with a single image on Facebook. To a buying agent, almost all of it is noise and impossible to decipher.

Finally, the protocols aren’t consistent, so if you want to make your products/listings visible everywhere then it’s an enormous tech lift to do so. Trustap Index is the layer that fixes this. Think of it as a highly intelligent adaptor that sits between the messy real world of product listings and the clean, structured world the protocols require.
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It works in both directions

Supply and demand are equally important.

On the demand side, your existing inventory becomes agent-ready. Whatever format your listings are in today, Index structures them and surfaces them to buying agents across every major platform at once. No re-platforming, no manual reformatting. Inventory that was invisible to agents yesterday is discoverable everywhere they look.

On the supply side, sellers can list straight from an AI chat. A seller uploads one photo and a few words into ChatGPT, and Index turns that into a complete, perfectly structured listing that appears in the right format on the appropriate marketplaces. A listing that used to take fifteen minutes now takes the time to snap a photo.

That second direction is where it gets really interesting for our marketplace partners. Listing creation is the single biggest source of friction on the supply side. Index removes it. More sellers, more supply, none of the manual work that makes people give up halfway.
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Why Trustap is the one to do this

We’ve built this because we feel like we’re in the best position to do so. We already manage transactions from end to end for marketplaces and ecommerce brands. We manage every aspect of the transaction, we verify the parties involved, we manage the flow of funds securely, we manage shipping/fulfilment, we handle disputes and complaints and handle any reporting requirements.

We believe that this infrastructure is exactly what agentic commerce will need. For all the momentum behind agentic commerce, the one thing the protocols do not solve is security and trust. They standardise how an agent finds a product and moves the money. They don’t do anything to protect either side if a mistake is made. Because we already run the whole transaction for our customers, we will be able to do what we do for human transactions now in an agentic world too.
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I don’t really see Index as a bet on a future we hope arrives. It’s an addition to the infrastructure we already run every day and infrastructure that will be even more necessary in an agentic world.
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Why now‍

The agents are active already and despite there being a number of iterations, the protocols are reaching their final stages. The businesses that get their products structured and indexed first are the ones agents will find first and they’ll be more successful as a result. This is the extra edge we want to give to our customers.
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Early Access

Right now, early access to Trustap Index is limited, we do have big plans to open it up to more ecomm brands, marketplaces and other businesses soon. If you can feel the momentum behind agentic commerce and want to benefit from it from the start, you can apply for early access here