Mirakl Exec at Money2020 USA How Retailers Can Thrive in Agentic Commerce Era
Publicado no All The Gate ·
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Vídeo em Inglês, publicado pelo canal New York Stock Exchange.
About this content: The summary, key points and topics below are generated automatically from the video transcript. They reflect the content, opinions, claims and predictions presented in the video and do not represent a position, validation or fact-check by All The Gate.
Video summary
This video discusses the rise of agentic commerce in the e-commerce sector, featuring an interview from Money2020 USA with Miracle executive Amelia Vanc. The discussion covers how AI agents are transforming shopping from search-based to intention-based, how retailers can optimize their sites and product catalogs for AI discoverability, current challenges preventing mainstream adoption, and how small and medium-sized businesses can leverage these technologies.
Key points
- Miracle operates as an intelligent commerce operating system helping B2C and B2B companies launch marketplaces, drop-ship platforms, and retail media platforms.
- Agentic commerce shifts shopping from a search-based model to an intention-based model using large language models for product discovery and purchasing.
- Merchants use AI agents primarily in two streams: making their products discoverable and purchasable on LLMs, and bringing agentic shopping experiences directly onto their own retail sites.
- To begin with agentic commerce, businesses must ensure their sites are ungated, unblocked from web scrapers, and maintain high data integrity in product information.
- GEO optimization involves adding intent-based attributes into product catalogs to help AI agents match products more accurately to user intent.
- Current challenges include the fact that agentic shopping does not work 100% of the time, particularly regarding end-to-end checkout execution.
Topics
Agentic CommerceE-commerceAI AgentsMarketplacesRetail TechnologyProduct DiscoveryData IntegrityGEO Optimization
Tools, technologies and platforms mentioned
- Mirakl
- AI agents
- Large language models (LLMs)
- Marketplaces, drop-ship and retail media platforms
- GEO optimization (intent-based product attributes)
- Product catalogs and web scrapers
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Join the conversation
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Video transcript
Transcript from available captions; it may contain errors.
The biggest names in fintech convened at Money2020 USA last week in Las Vegas. The NYC was on the scene as the event's exchange and content partner. JD Derkin spoke with numerous leaders in Las Vegas, including Miracle executive Amelia Vanc, who explained how retailers can thrive in the agentic commerce era. >> Miracle is the intelligent commerce operating system, which is a bit of a mouthful. Uh, so we break down what that actually means. We help BTOC, B2B companies launch digital commerce initiatives and those can be things ranging from marketplaces, drop ship platforms, retail media platforms all the way through to catalog management. So we really embed ourselves quite deeply in the e-commerce space. Uh our initiatives have always been to help our customers grow in new ways through commerce and that continues to be the case for 2026. But AI and Agentic Commerce is on the table as well. help me better understand that last phrase you just used a little bit better. Agentic commerce. Ameilia, I don't go very far on the showroom floor without hearing that used in conversation. What does that actually look like to you from where you're positioned at Miracle? >> Absolutely. So, Agentic Commerce very simply is shopping in the former world which was heavily searchbased to now intention based. So, many users have probably used an LLM for product discovery um in some cases even purchasing products. That is a gentic commerce in a nutshell and really what it means to us at Miracle is an opportunity for our customers to be part of this space and to do it in a way that is the least friction that they can experience in a very fastmoving arena. >> Talk to me about a few of the places where retailers and brands are already using agentic shopping already using these AI agents and where are they seeing the biggest benefits? Yeah. So, right now we see two streams in in how our merchants are using AI agents. Um, and this is really when it comes to the commerce experience. There's a completely different world in their operations and their day-to-day. But if we stick to commerce, it's either to sell their products or have their products be discoverable on LLMs. So, think Chat GBT cla having those products surface and be purchasable. Um, and in some cases as well for larger retailers, bringing that Aentic commerce experience onto their own site. So many of us are familiar with Amazon Alexa, those types of experiences, more of that buy for me, bringing that onto the retailer site so that they can have a very succinct and similar experience to what the shopper sees on LLMs, but on a Macy's.com. >> Let's assume I'm a business owner. I want the newest, the greatest, the flashiest AI agents out there to find and help me sell my core product. Where should I be beginning in my journey? >> Yeah. So, first is uh you need to make sure your site is not blocked. You need to have an ungated site. Um if you're a B2B player, your site's probably gated. That's already going to knock you out of the running of having your products be discoverable. Uh, but if it's not gated and you haven't blocked any agents, you can assume that right now as we're talking, there are agents scraping your site looking at products. When they're looking at your products, the thing that matters through and through is the data integrity of your product information on that site. So, it's the invisible data and the visible data that we as consumers see. If that is incomplete in any way, shape or form, you already have a problem. Um, on top of that, there is a bit of a secret sauce in the industry known as GEO optimization, where you can add in what's called intentbased attributes into your product cataloges that can help to essentially turn an agent's head a bit more and say, "Hey, that actually works really well for this user who's going on a camping trip. Maybe I should pull this product in." >> What is still preventing a Gentic shopping, a Gentic commerce overall from being even more mainstream than it already is? Are there particular challenges or headwinds still facing the space or are things still kind of progressing at the tempo, the pace that you would have expected? >> Yeah, I can't say I didn't expect it to be where it's at today. It doesn't work 100% of the time. And honestly, that's the problem. Um, we need to accelerate that to be working 100% of the time for consumers, for shoppers, or we're going to lose a bit of our edge here. Uh, in terms of why it doesn't work, there's a myriad of use cases that can really shoot you off in different directions. But what matters most for a retailer, a merchant that's assessing different channels to potentially distribute their products um or be discoverable on is making sure that that user experience is very succinct and owns up to what it promises. So, if an LLM promises to enable checkout, to have the products not only discoverable, but maybe there's a button that says add to cart, that needs to happen 100% of the time. And if it's not, the retailer, the merchant, the brand, whomever it is, needs to be asking questions on why that's not happening. Is it on you? Is it something in your data feeds that's not enabling that to happen? Something in how you set up on the protocol? Or is it on the agent itself? All the technology that you and I are talking about in this interview, I have no doubt the big dogs, the big box retailers, they're already figuring out ways to make it work to their advantage. How do we ensure SMB, small medium-siz businesses, startups, entrepreneurs are also able to effectively take advantage of those same opportunities with the tech? >> Yeah. So, the SMB market actually has a pretty interesting run right now. If you're talking about the merchant base, um they're highly discoverable because they have a very unique message. Uh if you think of brands that come to mind in your mind, I won't name any uh here right now, but those brands typically have something that you associate them with, and that's because you've seen a core set of products or perhaps it's a you know, conversation on subreddit. There's a myriad of reasons. So they already have a bit of a an upper leg with that base of information and specificity to their brand existing online already. So the agent's going to take that. What they need to be thinking about is the same thing that the big ones are thinking about, which is how do I optimize, right? So how do you make sure that your catalog is fully filled out, completed, so that every single time an agent's on your site, it's finding the right information, the right price, the right inventory, and can master that checkout. Uh but then on top of that, when you're looking at more of that secret sauce, there are plenty of providers, Miracle included, who can help SMBs to be able to add those intentbased attributes into their catalog quickly for every single agent that exists and every model that exists inside of those agents. So I encourage SMBs to really look and see what can I manage in-house, what can I not manage and who are the key players that can help me in that journey of discoverability and purchasability on LMS.
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Assuntos: E-commerce, Logística e pagamentos, IA e tendências. Publicado no YouTube em 2026-10-28.
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