Observed Signal · Jun 29, 2026 · Opinion/Commentary · Source: Horizont · Impact: 2/5 · Sentiment: Neutral
Agentic Commerce / Conversational AI in E‑commerce Market: Agentic Commerce: Preparing for AI Buyers
Marcel Schöne, founder and Managing Director of the performance-partnership agency Uppr, argues that increasing use of AI agents to search for and purchase products—so-called agentic commerce—is already reshaping the customer journey. In this guest commentary published on June 29, 2026 in HORIZONT, Schöne explains that marketing and e‑commerce teams must adapt their strategies, data practices and product information to be discoverable and actionable for autonomous agents. The piece frames the shift as a paradigm change that requires operational preparation across commerce, search visibility, and governance rather than incremental changes to existing marketing tactics.
Highlights an emerging shift—AI agents conducting product search and purchases—that affects marketing, e‑commerce and search/commerce data strategies, but does not report a platform policy change or major commercial launch.
Wichtigste Kernpunkte & Evidenz
- Article authored by Marcel Schöne, founder and Managing Director of the performance-partnership agency Uppr.
- Published on HORIZONT on 2026-06-29.
- Main claim: growing use of AI agents to search for products (agentic commerce) is fundamentally changing the customer journey.
- The article is a guest commentary urging marketing and e-commerce teams to prepare for this paradigm shift.
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4 verknüpfte Unternehmendfv Mediengruppe
Die dfv Mediengruppe ist eine führende B2B-Medienplattform, die hochspezialisierten Fachjournalismus, Branchen-Events und datengetriebene B2B-Werbelösungen zur präzisen Monetarisierung von First-Party-Zielgruppen vereint.
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IMAGO
Lizenzierungsplattform für visuelle Inhalte für Medien, Sport und Marken.
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uppr
Integrierte Affiliate-Plattform, Publisher-Netzwerk und Managed-Agency-Services für datengestützte Performance-Partnerschaften im Enterprise-Segment.
“Marcel Schöne, Gründer und Managing Director der Performance-Partnership-Agentur Uppr, erklärt in seinem Gastbeitrag......”
HORIZONT
HORIZONT ist das führende deutsche Fachmedium für Entscheidungsträger aus Marketing, Medien und Werbung.
“HORIZONT Print 25-26/2026...”
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