Social Commerce, yes; Agentic Commerce...er, maybe

While Social Commerce is a must for retailers this year, they’re much more cautious about going down the Agentic Commerce, according to three very different retailers.

As the nature of shopping is changing, shifting from bricks-and-mortar, websites and mobile, to social channels and Agentic Commerce, retailers need to re-vamp their operations to ensure they can attract new types of customers and support new revenue streams.

For De’Longhi, the biggest costs associated with this shift are around the complexity of how shoppers shop, and how the business is structured. The home appliances provider began life as a B2B company and then added B2C in 2019, a change that is still in progress. Francesco Lorini, De’Longhi Marketplace & B2B Manager, explains:

We come from a B2B company, a B2B mentality, so the big cost is the change management in terms of changing the mindset, start looking at the customer journey rather than...

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