Observed Signal · Jul 26, 2026 · Analysis · Source: UX Collective · Impact: 3/5 · Sentiment: Negative
Web Design & Brand Experience Market: Websites Are Boring — Embrace a Bifurcated Web
The author argues that widespread use of templates (Shopify, Squarespace, Webflow) and optimisation-for-conversion has homogenised websites, eroding brand distinctiveness. With the rise of AI, agents, and agentic commerce, discovery is shifting toward machine-driven flows that risk reducing websites to backend databases. The piece proposes a bifurcated web: a ‘Silent Web’ of machine-readable feeds for agents and a separate ‘Experiential Web’ focused on rich, human-first brand experiences powered by creative use of AI. The article cites industry projections for large economic impact from agentic commerce and multiple survey statistics showing consumer trust and adoption of AI shopping tools.
Discusses a structural shift in discovery and commerce driven by AI agents and platform features (e.g., Google’s Universal Cart) that could materially change how websites, brand experiences, and e-commerce operate — important for brands, UX teams, and e‑commerce/AdTech strategy.
Key Takeaways & Evidence Grounding
- The article states the rise of Shopify, Squarespace, and Webflow templates has produced mass homogenisation of websites.
- A McKinsey projection cited in the piece estimates agentic commerce could generate $1 trillion in the US B2C retail market by 2030 and $3–5 trillion globally.
- The article cites that 58% of Gen Z and millennials trust an AI agent to compare prices and recommend options.
- The article cites UAE statistics that 85% of consumers use AI tools for shopping and 93% feel AI makes online shopping easier.
- The piece references Google’s Universal Cart as an example of a platform feature that accelerates the shift toward machine-driven commerce.
Connected Companies & Entities
8 Entities mappedWebflow
Visual website platform for design, CMS, hosting and commerce.
“The rise of Shopify, Squarespace, and Webflow templates didn’t only make it easy to build functional websites; they made it almost impossibl...”
Shopify
Commerce platform for merchants, payments, POS and ecosystem tools.
“The rise of Shopify, Squarespace, and Webflow templates didn’t only make it easy to build functional websites; they made it almost impossibl...”
Nike
Global sportswear brand with a strong direct digital commerce ecosystem.
“I still remember the first time I visited Nike Better World....”
Squarespace
Subscription software for websites, commerce, domains and marketing.
“The rise of Shopify, Squarespace, and Webflow templates didn’t only make it easy to build functional websites; they made it almost impossibl...”
Search, video, adtech and cloud giant within Alphabet.
“And, with the creation of Google’s Universal Cart, this shift will only accelerate as the platform acts as both the starting gun and the fin...”
Medium
Subscription-based digital publishing platform for readers and writers.
“Get Sam Belt’s stories in your inbox. Join Medium for free to get updates from this writer....”
The New York Times
Subscription-led news publisher with premium advertising, games, cooking and sports.
“And just this week, The New York Times published an opinion piece highlighting that 60% of searches now end without a single click, “compres...”
The New York Times
Subscription-led news publisher with digital media and lifestyle products.
“And just this week, The New York Times published an opinion piece highlighting that 60% of searches now end without a single click, “compres...”
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