Unlocking Retail Media The Agentic Commerce Threat: Why RMNs Must Evolve for AI with Scot Wingo
Nov 19, 2025
Scot Wingo, a serial entrepreneur and founder of ChannelAdvisor, joins to tackle the impact of Agentic Commerce on Retail Media Networks. He discusses the evolution of large language models like ChatGPT into powerful marketplaces that disrupt traditional shopping channels. Wingo emphasizes the need for RMNs to enhance user experience, fix product catalogs, and rethink advertising strategies, using Instacart's success as a model. He urges retailers to adapt quickly, as even small losses to agentic commerce could lead to significant consequences.
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Channel Advisor And The Marketplace Era
- Scot described founding Channel Advisor and growing marketplaces from eBay to Amazon-era expansion.
- He linked that history to how marketplaces later added ads and changed commerce dynamics.
LLMs Became Full Marketplaces
- Large language models have progressed from search to full marketplaces by adding web access and product cards.
- This completes the research-find-buy shopper journey and creates agentic commerce.
Adoption Has Been Shockingly Fast
- Agentic commerce adoption has accelerated far faster than prior platform shifts.
- ChatGPT and Perplexity iterations rapidly moved from research to find and now to buy within months.