MACH X - now the checkout is on social media - what agentic commerce means for brands
My 22-year-old son does his clothes shopping on TikTok. So how does a brand like JD Sports Fashion reach him, squarely in the middle of its target 16-24 demographic, to buy its products there? After a two-year transformation of its online presence and with $15 billion in global revenue at stake, JD Sports now has an answer to that question. Antonia Hansen, Group Director of Product, took to the stage at the MACH X conference in Amsterdam this week to discuss how its new platform will help it adapt to the future of agentic commerce.
But before we get into the detail, let's jump to the point in her presentation that leapt out at me. This is not a story about simply adding TikTok or whatever else as a new checkout channel into the omnichannel mix. It's about a fundamental change to how brands present themselves to consumers in an...
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