Is online commerce about to undergo its biggest transformation since the rise of e-commerce itself? In this new episode of The Retail Influencer by 20/CENT Retail, Vincent Panneels welcomes Bernardo Caldas from Mollie to explore a concept that is rapidly moving from theory to reality: agentic commerce.

The idea is simple, yet its implications are profound. Tomorrow, consumers may no longer browse websites to compare products themselves. Instead, their AI assistant will search for the best options, analyse product specifications, compare prices, delivery times and customer reviews, and even complete the purchase without ever visiting a retailer's website.

This shift fundamentally changes the rules of retail. For years, brands have invested in website design, storytelling and marketing campaigns to influence consumers. With AI agents, purchasing decisions become far more rational. Structured product data, return policies, technical specifications and sustainability credentials suddenly become key factors in the buying process.

Bernardo Caldas explains that this transformation will not happen overnight. Adoption is expected to be gradual, with the first impact being felt in recurring, low-emotional purchases such as office supplies, groceries and everyday consumables. Categories driven by emotion—such as luxury products or travel—are likely to remain more human-led for longer.

For retailers and manufacturers, preparation starts now. Product information needs to be structured so AI agents can easily interpret it. E-commerce platforms must be modernised, businesses should prepare for emerging protocols developed by players such as OpenAI and Google, and payment providers will need to support these entirely new purchasing journeys.

Perhaps the strongest takeaway from the conversation is that now is the time to experiment. Companies that begin testing how visible they are within AI assistants today will gain a competitive advantage as this new channel continues to develop.

Finally, although AI will increasingly influence purchasing decisions, brands are not disappearing. Their role is evolving. Emotional connections will be built less at the point of purchase and more through the product experience itself—when customers receive, unbox and use what they have bought.

Want to understand how AI will reshape commerce over the coming years and what actions your business should take today? Listen to the full conversation in The Retail Influencer by 20/CENT Retail.

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