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.
Key Takeaways & Evidence Grounding
- 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.
Connected Companies & Entities
4 Entities mappeddfv Mediengruppe
B2B media group for specialist publishing, events and advertising.
“© dfv Mediengruppe...”
IMAGO
Visual content licensing platform for media, sport and brands.
“Imago / Alexander Limbach...”
uppr
Affiliate platform, network and agency for performance partnerships.
“Marcel Schöne, Gründer und Managing Director der Performance-Partnership-Agentur Uppr, erklärt in seinem Gastbeitrag......”
HORIZONT
German B2B trade publisher for marketing and media professionals.
“HORIZONT Print 25-26/2026...”
Ontology Mapping & Concepts
Track Real-Time Market Signals & Shifts
Set up custom watchlists to receive automated, evidence-grounded executive digests whenever material signals or shifts occur across your tracked landscape.