Why Ecommerce Signals Are Disappearing And What Retailers Must Do Next [Agentic Commerce Expert Series Part 3 of 4]

Today I dig into a major shift happening in retail media: the signals we’ve relied on for years are starting to disappear. As discovery moves upstream into AI and LLM-driven experiences, the traditional browsing journey is shrinking, and with it, the data retailers depend on. So what does that mean for the future of retail media?

In Part 3 of this Agentic Commerce Expert Series I’m joined by Amelia VanCamp from Mirakl, and we unpack why so many AI shopping assistants are falling short, what retailers are getting wrong in the race to adopt new tech, and how to design experiences that actually earn customer engagement. We also explore the growing importance of product truth, trust, and why both retailers and brands need to rethink how they show up in this new ecosystem.

This episode is sponsored by Mirakl Ads

Timeline

[00:00] – Why shrinking customer journeys mean shrinking retail media signals
[00:55] – The real reason AI shopping assistants are failing (even when the tech works)
[02:00] – Why having a clear strategy matters more than rushing to launch
[02:45] – The “eyes bigger than stomach” problem with overbuilt retail experiences
[03:30] – How retailers can use existing customer data instead of starting from scratch
[05:00] – The rising importance of product truth, trust, and accurate information
[06:30] – How poor customer experiences can hurt AI-driven discoverability and rankings
[07:45] – Why retailers must design moments that earn engagement

Links & Resources

• Part 1 of this series: Discovery Has Moved Upstream. Here's What That Means for Retailers.
• Part 2 of this series: When the PDP Becomes the Homepage
• Download Mirakl's agentic commerce white paper: Why marketplaces & dropship platforms win in the agentic commerce era
• Follow Amelia Van Camp, Head of Agentic Commerce at Mirakl, on LinkedIn
• Read my related articles:
  • Why OpenAI's Ad Network Should Concern RMNs
  • ‘Dark Search’ Is Making AI-Facilitated Commerce Look Smaller Than It Really Is
  • While We Debate What's 'Really' Agentic, Retail Media's Foundation Is Already Shifting
• Atlanta-based retail media professionals: Wednesday, April 1 is the next In-Person Atlanta Happy Hour! RSVP here.
• Subscribe to Retail Media Breakfast Club's daily newsletter
• Follow Kiri Masters on LinkedIn