Mirakl is helping to shape the next chapter of e-commerce by preparing businesses for the rise of agentic commerce.
Published on Sep 11,2025 at 7:21 AM | Updated on Dec 16,2025 at 11:39 AM
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Mirakl's solutions are designed to ensure data accuracy, streamline workflows and build the trust that AI-driven interactions require. By embedding artificial intelligence across key processes, Mirakl supports retailers and brands in delivering faster, smarter and more seamless customer experiences. To explore what this shift means for the industry, the Daily spoke with Anne-Claire Baschet, Chief Data & AI Officer at Mirakl.

We keep hearing about AI transforming retail, but what is "agentic commerce" and why should retailers care?
Agentic commerce is the third wave of digital transformation—after web commerce (1.0) and the platform economy (2.0), we're now entering Commerce 3.0. It's a fundamental shift where AI agents act on behalf of both buyers and sellers. These agents provide curated, personalised recommendations based on individual context and history—and crucially, they're starting to include "buy" buttons for direct purchasing.

What specific challenges will retailers face if they don't prepare for agentic commerce?
The biggest risk is invisibility. If your products aren't accessible to AI agents, they won't exist in the new commerce landscape. The traditional e-commerce funnel is being flattened—instead of browsing pages of results, consumers will choose from the top 3 recommendations their agent provides. This means retailers must ensure not just presence, but prominence in agent-driven discovery.

Beyond discovery, what operational challenges should retailers anticipate?
Execution becomes everything. Once an agent recommends your product, the entire post-purchase experience—accurate pricing, real-time inventory, seamless checkout, delivery tracking, and returns—must be flawless. Retailers need infrastructure that can handle agent-to-agent interactions and provide the reliability that builds trust in these new platforms.

How can retailers prepare their businesses for this transition?
Three critical areas demand immediate attention. First, you have to optimise your product data for "GEO"—Generative Engine Optimisation—the new SEO for AI platforms. Your catalog needs to be rich, structured, and context-aware because different AI models behave differently. Second, ensure real-time accuracy across pricing, availability, and delivery capabilities. Third, build the connectivity infrastructure to plug into agentic platforms while maintaining control over your business operations. The retailers who master these fundamentals will thrive.

What's your advice for retail executives who are still skeptical about investing in agentic commerce?
The question isn't whether agentic commerce will happen—it's already happening. Today's retail leaders have a choice: invest now in the infrastructure that will power your business tomorrow, or watch as more agile competitors capture the customers who increasingly rely on AI agents to shop. The window for first-mover advantage is open, but it won't stay that way for long. 

  • 40% of enterprise apps will feature task-specific AI agents by 2026, according to Gartner
  • €11.2Bn transacted on Mirakl-powered marketplaces in 2024
  • 450+ companies powered by Mirakl worldwide
 
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