Agentic commerce is reshaping how retailers reach shoppers, as AI assistants like Gemini and Copilot begin answering product queries directly.
From catalogues to AI assistants
Sharon Gee, senior vice president of Product AI at Commerce, explains that the shift is not a new sales channel but a new shopping behaviour. “The data is the new storefront, the customer is the channel, and agents are customers too,” she says. In her view, the catalogue—not the checkout—must become the focus, because AI agents need richer, contextual product data to respond accurately.
Her career began far from e‑commerce. After training as an opera singer and touring internationally, she moved into advertising agencies before joining Skubana as chief revenue officer. She later led omnichannel partnerships at BigCommerce and sales at Feedonomics, where she deepened her expertise in product‑data quality and syndication across Google, Meta, Amazon and other platforms.
Now she oversees the product portfolios for AI across Commerce’s combined platform, which includes BigCommerce, Feedonomics and Makeswift. The suite aims to connect retailers’ product data to every place shoppers—and now agents—discover and buy.
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Why the catalogue matters
Visibility is the first hurdle. Retailers often hear agents ask questions like, “I’m taking my kids camping for the first time, my daughter just turned six, what do I need?” The ability of an AI surface to surface the right product and describe it correctly determines whether the brand wins or loses the sale.
For categories that fit easily into a box—apparel, footwear, beauty and small consumer electronics—agentic checkout is already functional.
These examples illustrate a broader trend: as AI surfaces become primary discovery points, the quality of product data directly influences competitive advantage. Brands that fail to enrich their feeds risk losing visibility on the very platforms that drive modern shopping.
For retailers, the challenge is twofold. First, they must supply AI‑ready data that answers detailed, conversational queries. Second, they must maintain control over the commercial relationship while allowing agents to act as intermediaries.
Partner ecosystem and future outlook
Commerce works with a range of partners, from AI platforms like OpenAI and Google to agencies that help retailers craft catalogue strategies. Gee likens product data to oil and the protocols that move it to pipelines, emphasizing that retailers shouldn’t have to manage the plumbing themselves.
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Looking ahead, the company plans to expand the “owned brand agent,” a customized AI trained on a retailer’s catalogue, orders and policies. This agent can be deployed across websites, apps, messaging services or in‑store kiosks, ensuring consistent brand voice regardless of the surface.
“Websites aren’t dead, they’re changing,” she says. “The site is where a brand’s uniqueness and its owned agent live.” She adds that while the channels and protocols evolve, the fundamental need to deliver accurate, enriched product data remains constant.
Retailers can explore Commerce’s solutions online or assess their feed performance against industry benchmarks.
Retailers can start today.
