How AI will change the marketplace game with Stefan Wenzel #LTM124

ChatGPT is testing an enhanced shopping feature that includes checkout, Amazon is launching its AI agent Rufus, and Shopify is blocking its platform for AI bots. What we are witnessing these days is more of a revolution than an evolution, not least because of the rapid pace of change.

That's why Ingrid and Valerie are joined by AI expert Stefan Wenzel in this episode to take a look at the future. They talk about why the new e-commerce is no longer commerce, but a software protocol in which systems communicate with systems. They shed light on why brands will have to sell to machines in the future, why Retail Media 1.0 has had its day, and how the necessary visibility can be achieved. They also discuss why the battle for the customer interface has reignited and why Amazon could be left behind. And who could monetize customer access in the future.  

Note from the sponsor eBay:

On Friday, September 25, 2025, eBay OPEN is coming back to Germany. After a two-year hiatus, this great family reunion of eBay sellers is returning to Berlin, at BrewDog DogTap in Marienpark. Look forward to the complete eBay experience: great keynotes – including a strategic outlook from Saskia Meier-Andrae, CEO of eBay Germany – insights into AI and Gen Z trends at the highest level, and plenty of networking opportunities. And it's also a celebration – eBay is turning 30, so it's part conference, part festival. Ingrid will be there in person because she is on the jury of the eBay Awards for the sixth time in a row, which honors the best sellers in Germany. Secure your ticket now: https://www.visitberlin.de/en/event/ebay-open-2025  

Note from the sponsor bol:

Bol has established itself as a local hero in the Netherlands and Belgium and has become the market leader in the region thanks to a clear focus on customer satisfaction and innovation. As a generalist marketplace, it offers more than 42 million products in 28 categories and access to more than 13 million customers. This also makes bol attractive for retailers from neighboring countries. If you want to know more about bol, don’t miss the upcoming webinar: “Start Selling on bol Marketplace – Faster, Easier, Smarter” on September 23rd. Patricia Lay, Partnership Growth Manager at bol, and Hassan Imran, E-Commerce Manager at Neudorff Performances will share how international brands can successfully sell on bol and what it takes to get started. Register right now here! https://zoom.us/webinar/register/5917532143442/WN_Ma7kmG-TRQa8RQ_Dppb4Ew#/registration

Takeaways:

• The emergence of AI shopping agents signifies a profound transformation in e-commerce, moving from traditional commerce to a system where machines engage in transactions on behalf of users.
• Retail Media 1.0 is becoming obsolete, as the new paradigm demands brands to adapt to a landscape where visibility hinges on their ability to engage with AI-driven interfaces.
• The competition for consumer interaction has intensified, with major platforms like Amazon and ChatGPT vying for dominance in delivering a seamless shopping experience.
• Brands must recognize that future customer engagement will increasingly involve selling to AI agents, necessitating a reevaluation of marketing strategies and customer interactions.
• The evolution of commerce as a software protocol suggests that direct human-to-brand interactions will diminish, giving rise to system-to-system communications that redefine the shopping experience.
• Data has become the currency of the new e-commerce landscape, compelling brands to leverage high-quality content and product information to maintain relevance in AI-driven search results.