Agentic commerce has the potential to fundamentally reshape digital markets and marketplaces. In this conversation, Dorit Posdorf, former CCO at DocMorris & flaconi and Stefanie Söhnchen, VP Strategy & Lead Digital at PIABO Communications explore how this emerging paradigm could transform the European commerce ecosystem.

The discussion examines how purchasing decisions may shift from human browsing to algorithmic delegation, raising key questions around trust, accountability, and the “last mile” of automated shopping: who ultimately makes the purchase decision and who is responsible for it?

At the same time, agentic commerce could create new opportunities for European businesses. Standardized commerce protocols, API-driven product catalogs, and the rise of AI-driven marketplaces may lower barriers to entry and challenge the dominance of traditional platforms.

The fireside chat will discuss whether this shift represents a threat or a strategic opportunity for brands, retailers, and consumers in Europe and what organizations should prepare for in the next 12–18 months.