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Brunello Cucinelli Introduced Its New AI-Powered E-Commerce Platform

Brunello Cucinelli introduced its new artificial intelligence–powered e-commerce platform. The new platform of the Italian luxury fashion brand Brunello Cucinelli was launched simultaneously in Italy, the United States of America, and the United Kingdom. It is planned to be rolled out to other markets in the coming months.
The launch came immediately after the company announced record financial results for the 2025 fiscal year and revealed the brand’s approach to aligning technological innovation with sustainable commercial growth.

Artificial Intelligence at the Center of the New Digital Experience

The new e-commerce platform called “Callimacus” was designed to offer an artificial intelligence–based, personalized, and adaptive digital shopping experience. Unlike traditional e-commerce sites based on static pages and predetermined navigation paths, the platform was structured as a dynamic system capable of responding to user behavior in real time.

According to the company’s statement, Callimacus shapes the digital journey by analyzing the intent of each visitor. It also enables customers to discover collections through individually tailored experiences. This approach aims to carry the Brunello Cucinelli boutique atmosphere, where discovery, inspiration, and guidance are at the forefront, into the digital environment.

The platform was developed by Solomei AI, a small research center established by the brand to explore the creative, scientific, and technological applications of artificial intelligence. This initiative was evaluated as part of a broader vision aimed at integrating advanced technology in harmony with the brand’s aesthetic and philosophical identity.

“An Initiative Worked on for Several Years”

Brunello Cucinelli, the founder and executive chairman of the brand, stated that the project was an initiative that had been worked on for several years. Cucinelli described the platform as a synthesis that brought together technological innovation with the brand’s understanding of hospitality and human-centered values.

Cucinelli emphasized that they believed a “human” approach should be preserved in the use of artificial intelligence. He stated that their aim was not merely automation, but rather to create experiences that go beyond task-oriented operations by incorporating human intelligence into the functioning of digital environments.

Also expressing that they viewed artificial intelligence as a tool that supports and enhances human intuition, Cucinelli noted that the platform was designed in a way that encourages exploration, imagination, and free choice.

Digitally Inspired by the Boutique Experience

While users navigate the Callimacus platform, they are able to discover new collections, receive suggestions, and access sources of inspiration, just as in a physical Brunello Cucinelli store. The artificial intelligence–powered system continuously analyzes user preferences, making the experience more fluid and interactive.

Thanks to the absence of rigid navigation structures, each customer’s digital journey can differ. The company stated that this approach aimed to increase user engagement and establish a stronger connection between the brand and online visitors.

Brunello Cucinelli Demonstrated Strong Financial Performance

The introduction of the new platform came after Brunello Cucinelli announced that it closed the 2025 fiscal year with record revenue. The company increased its turnover by 11.5 percent to 1.41 billion euros and exceeded the targets set at the beginning of the year.

These results showed that strong demand for the brand’s luxury apparel and accessories continued in major international markets. Management stated that the performance demonstrated the resilience of the company’s business model, which maintains a balance between controlled growth, craftsmanship, and exclusivity.

Gradual Global Rollout Plan

While the platform was initially launched in Italy, the United States, and the United Kingdom, it is planned to be opened to other markets in the coming months. It was stated that the gradual rollout would ensure consistency in the user experience while allowing adaptation to different regional needs.

The implementation of Callimacus was positioned as an important part of Brunello Cucinelli’s strategy to strengthen its direct-to-consumer digital channel. This approach, which combines artificial intelligence with human creativity and intuition, made the brand one of the examples in the luxury fashion sector that approaches digitalization from a different perspective.

At a time when luxury brands are accelerating their digital investments, Brunello Cucinelli’s initiative demonstrated that technology and tradition can be brought together without compromising brand identity.

Unicommerce Partnered With Naqel Express to Strengthen E-Commerce Logistics Across Saudi Arabia and the GCC

Unicommerce partnered with Naqel Express in order to expand logistics and fulfillment capabilities for e-commerce brands operating in Saudi Arabia and the wider Gulf Cooperation Council (GCC) region.

India-based Unicommerce and Saudi Arabia–based Naqel signed a strategic partnership. Within the scope of the partnership, Unicommerce’s e-commerce enablement platform will be integrated with Naqel’s nationwide delivery network. Thus, it is aimed to make order fulfillment, last-mile delivery, and cross-border shipping processes more efficient.

In Saudi Arabia, the digital ecosystem and cross-border e-commerce are gradually growing. The country is also positioning itself as an important growth market for regional and international e-commerce together with investments in logistics infrastructure. The Unicommerce–Naqel partnership is seen as a strategic step in such a period.

Integrated Logistics Through a Unified Platform

Within the scope of the partnership, e-commerce brands using the Unicommerce platform will be able to integrate directly with Naqel Express’s logistics network. Through this integration, businesses will have the opportunity to manage order management, warehousing, last-mile delivery, and cross-border shipping processes through Unicommerce’s unified control panel.

According to the companies, this structure will make fulfillment processes more streamlined by reducing operational complexity and increasing visibility across the supply chain. Brands will be able to access regional delivery networks covering the United Arab Emirates, Bahrain, Oman, Kuwait, Qatar, Jordan, and Lebanon, in addition to delivery capacity within Saudi Arabia.

Companies Will Benefit From Saudi Arabia’s Logistics Infrastructure

Naqel Express operates under Saudi Post Logistics (SPL), which is the national postal operator of the Kingdom of Saudi Arabia. Naqel, one of the country’s largest logistics and express delivery companies, has an extensive national network for high-volume shipments and time-sensitive deliveries.

Thanks to the partnership with Unicommerce, Naqel integrated its logistics services into the technology layer of e-commerce operations, enabling sellers to establish a direct connection with their order management processes.

Naqel Express UAE Country Manager Maxim Vyalyy stated that the partnership brought together the strengths of both companies. Vyalyy said, “By combining Unicommerce’s technology with Naqel’s logistics expertise, we aimed to provide consumers with a better shopping experience both in Saudi Arabia and in international markets.”

Uniceommerce Offers Localized Capabilities for GCC Markets

Unicommerce provides services to customers across Saudi Arabia and the United Arab Emirates while offering localized integrations specific to GCC markets. These capabilities include features such as Arabic-language invoicing and shipping label creation, as well as integrations with regional logistics and ecosystem partners.

By positioning its platform as a central operating system for e-commerce brands, the company enables inventory, order, and shipping processes to be managed from a single point across different sales channels and countries. The partnership with Naqel expanded logistics options, especially for brands targeting Saudi Arabia as a priority market or expansion point.

Unicommerce Managing Director and CEO Kapil Makhija evaluated the partnership as an important step in the company’s regional growth strategy. Makhija stated that this partnership strengthened Unicommerce’s role as a provider of technology and logistics infrastructure for e-commerce brands across the Middle East.

TikTok Shop Expanded Its Logistics Services in Europe for Asian Sellers

TikTok strengthened its e-commerce position in the region by expanding its logistics and fulfillment services for Asian sellers selling through TikTok Shop across Europe.

This move by TikTok Shop enables sellers outside Europe to transfer their storage, delivery, and return processes to TikTok’s local infrastructure. This step also positioned the platform as a logistics service provider beyond being a marketplace.

TikTok Shop Became the Fastest-Growing E-Commerce Platform of the Year

The expansion took place at a time when TikTok Shop continued its rapid growth on a global scale. According to market research company ECDB, TikTok Shop became the fastest-growing e-commerce platform of the year by surpassing competitors such as Shein, Temu, AliExpress, and eBay in terms of global gross merchandise value (GMV).

The European Fulfillment Network Was Opened to Asian Sellers

Under the Fulfilled by TikTok (FBT) model, Asian sellers gained access to warehouse locations in Germany, France, Italy, and Spain. While sellers shipped their product inventories in bulk to TikTok Shop’s warehouses in Europe, the platform undertook warehousing operations, last-mile delivery, and return processes.

This service had previously been offered to European sellers, was first implemented in the United Kingdom, and was later expanded to continental Europe. In Germany, TikTok launched its fulfillment operations in cooperation with the logistics company Fiege, and similar implementations were put into practice in other major European markets. With the opening of the same infrastructure to Asian sellers, TikTok aimed to shorten cross-border delivery times and improve the customer experience for European consumers.

This step was evaluated as part of TikTok’s parent company ByteDance’s strategy to make commerce, logistics, and content ecosystems more integrated. By going beyond being only a sales channel, TikTok began managing critical stages of the supply chain, from inventory management to after-sales services.

A New Model Bringing Together Localized Fulfillment and Creator-Focused Marketing

The new fulfillment service was not limited solely to logistics. TikTok also put into operation a new system that matched Asian sellers with European content creators and marketing agencies. Through this structure, sellers are able to send product samples to influencers from local European inventory and carry out faster and more coordinated promotional campaigns.

TikTok described this initiative as a step aimed at capturing new growth opportunities in cross-border e-commerce in Europe in 2026. This model, which brought together localized fulfillment and creator-focused marketing, differentiated TikTok from traditional marketplaces that typically manage logistics and marketing separately.

This approach also aligned with TikTok Shop’s expansion process in Europe. Following a cautious start in the United Kingdom, the platform became operational in Spain and Ireland at the end of 2024, and subsequently in Germany, France, and Italy. The increase in seller commissions in some markets indicated that demand for the platform and the scope of services offered had expanded. Poland, the Netherlands, Belgium, and Sweden stood out among the next potential markets.

Logistics Rules Were Tightened in the United States

While TikTok offered more logistics flexibility to Asian sellers in Europe, it took an opposite step in the United States of America. The company informed sellers in the U.S. that it would discontinue the “Seller Shipping” option and that sellers would be required to use TikTok Shop Logistics Services. This change also covered cross-border sellers operating in the U.S. market.

Under the new rules, sellers were required to use Fulfilled by TikTok or other shipping solutions managed by TikTok. Although sellers could continue to ship from their own warehouses, it was stated that this would only be possible through TikTok’s integrated logistics partners or centralized parcel collection system.

Industry observers stated that this regulation effectively restricted dropshipping practices and that TikTok aimed to gain greater control over delivery standards, customer experience, and data visibility.

Possible Implications for Europe

It has not yet become clear whether similar restrictions will be implemented in Europe. However, developments in other markets indicated that TikTok was increasingly moving toward a more centralized and controlled commerce model.

As TikTok Shop’s growth in Europe continued, the opening of Fulfilled by TikTok to Asian sellers was evaluated as an important turning point in cross-border e-commerce. By bringing together content, commerce, logistics, and influencer marketing under a single roof, TikTok strengthened its goal of becoming not only a marketplace but a fully integrated e-commerce platform in the European market.

TikTok Shop Increases Seller Commissions Across Europe

Getnet Announced Its Agentic Commerce Strategy

Global payments fintech Getnet shared its agentic commerce strategy with the public at a time when artificial intelligence was expected to influence a significant portion of global e-commerce transactions by the end of the decade. The company stated that autonomous artificial intelligence agents would take an active role in purchasing and payment decisions and that this would require fundamental changes in payment infrastructures.

According to Deloitte-based market estimates cited by Getnet, which operates under UK-based Santander, up to 30 percent of global e-commerce transaction volume would be directed by agentic artificial intelligence by 2030. It was stated that this ratio corresponded to approximately 17.5 trillion US dollars in gross merchandise value. This transformation meant a transition from transactions initiated by humans to systems managed end to end by autonomous software agents.

Preparing Payment Infrastructure for Agent Commerce-Focused Transactions

Getnet emphasized that agentic commerce would have direct effects on the payments sector and that infrastructures needed to become capable of securely processing transactions initiated by artificial intelligence agents rather than individual users. The company’s strategy was based on adapting its existing global acquiring platform to these new requirements.

At the center of this approach was the unified API solution Single Entry Point (SEP), which enabled integration across multiple countries and supported built-in security and regulatory compliance. While Getnet stated that SEP already supported agent-initiated transactions, it announced that it was developing new capabilities specifically for agentic commerce on top of this.

Within this scope, it was stated that work was being carried out on mechanisms for the identification and validation of artificial intelligence agents, standardized APIs for capturing agent-originated payments, and interoperability solutions with industry protocols. Getnet conveyed that these steps aimed to ensure trust, traceability, and control in the agentic commerce ecosystem.

Transition to Agentic Commerce for Merchants

Getnet positioned itself as a strategic business partner rather than an experimental technology provider for merchants preparing for agentic commerce. The company stated that its platform was designed to support both large-scale companies with advanced digital infrastructures and SMEs seeking ready-to-use solutions.

It was stated that by offering standard tools and APIs, the goal was to enable merchants to participate in the agentic commerce ecosystem without the need for complex internal technology projects. According to Getnet, this approach offered a structure that could increase adoption speed as artificial intelligence agents began to take on product discovery, negotiation, and payment processes.

Getnet Global CEO Juan Franco described agentic commerce as “a turning point in terms of digital transactions.” Franco said that artificial intelligence had moved beyond observing the customer journey and had begun to direct this journey through autonomous agents; and that product discovery, deal-making, and payment transactions were carried out on behalf of customers. Franco stated that Getnet’s vision was to transform its merchant acquisition, risk management, and data capabilities into an open and intelligent platform, enabling merchants to manage artificial intelligence agents as easily as they manage human customers today.

Getnet Ranked Among the World’s Top 10 Merchant Acquirers

Getnet emphasized that it supported its focus on agentic commerce with its scale and position in the global payments sector. According to The Nilson Report, the company ranked among the world’s top 10 merchant acquirers and positioned itself as the number one acquirer in Latin America in terms of transaction volume.

Getnet attributed this position to the trust of millions of merchants, its payment and financing solutions for SMEs, and its infrastructure that brought large-scale companies together with multiple payment methods on a single and secure platform. Operating across Latin America and the Iberian Peninsula, the company stated that it offered a structure strengthened by Santander’s scale, technology, and expertise.

At a time when agentic artificial intelligence continued to assume a more central role in commerce, Getnet positioned its strategy as a long-term investment aimed at adapting payment infrastructure to a future in which autonomous systems were decisive in global trade.

Agu.ng Strengthened Its E-Commerce Platform

Agu.ng expanded its physical presence and strengthened its digital commerce capabilities as part of a broader growth strategy focused on scalability, technology, and customer experience.

Nigerian fashion retailer Agu.ng, while carrying out new store openings, also improved its e-commerce platform. In addition, it expanded its product range beyond the men’s collections it initially focused on. These developments supported Agu.ng’s goal of becoming one of Nigeria’s fastest-growing premium fashion retailers, while revealing an approach that combined physical growth with digital investments to reach customers nationwide.

While operating with more than eight physical stores across Nigeria, Agu_ng recently increased its presence at key commercial locations by opening two new stores. The new stores began operating at Landmark Boulevard in the Victoria Island area of Lagos and at Ikenga Mall in Awka, Anambra State.

Investment in a Stronger E-Commerce Platform

In parallel with store expansion, Agu .ng made significant investments in its e-commerce platform in order to increase accessibility and convenience for customers nationwide. The updated digital platform focused on intuitive navigation, secure payment processes, and reliable delivery services across Nigeria.

The company stated that the improved platform was designed to offer customers a seamless shopping experience and to enable users to easily browse collections and shop securely. This digital investment was evaluated as a step aligned with the increasing omnichannel shopping expectations in Nigeria’s retail sector.

Ag u.ng aimed to create a compatible and consistent service standard aligned with its physical store network by strengthening its online infrastructure.

Agu.ng’s Scalable Retail Model in a Growing Market

By bringing together physical store growth, digital platform investment, and expansion of its product range, Agu .ng aimed to create a scalable fashion retail model in Nigeria. The company’s approach reflected the tendency of successful brands in the local market to reach different consumer segments through multi-channel strategies and technology investments.

Agu .ng stated that aligning its retail operations with digital innovation and conscious brand development was at the center of its long-term plans. While the company did not share details regarding new store openings or international expansion plans, it stated that investments in retail infrastructure and customer experience would continue to be a priority.

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Dubai to Host the Second Edition of WORLDEF in February!

WORLDEF DUBAI 2026 will be held under the patronage of His Highness Sheikh Ahmed bin Saeed Al Maktoum, Chairman of the Dubai Integrated Economic Zones Authority (DIEZ), from February 12–14. WORLDEF DUBAI, organized in cooperation with WORLDEF and Dubai CommerCity, the region’s first free zone dedicated to the digital commerce sector, aims to advance the digital commerce sector and cross-border e-commerce. Dubai CommerCity is a joint venture between DIEZ and Wasl Properties.

WORLDEF DUBAI 2026, organized by WORLDEF and Dubai CommerCity, aims to help companies, entrepreneurs, and investors in the fields of cross-border e-commerce and digital commerce, as well as support government entities and digital solution providers in growing internationally. The event aims to create business opportunities, enhance cooperation and partnerships, exchange expertise, and explore the latest trends in the digital commerce sector, thereby expanding the boundaries of global trade and supporting the growth of a sustainable digital economy.

Amna Lootah: The Forum Acts as a Strategic Catalyst to Open New Horizons for Companies

Her Excellency Amna Lootah, Director General of Dubai CommerCity and Dubai Airport Freezone (DAFZ), said: “Hosting the WORLDEF DUBAI 2026 forum reflects Dubai CommerCity’s commitment to supporting the global digital commerce ecosystem and strengthening Dubai’s position as a global leader in trade and digital commerce. The expected increase in the number of participants and countries symbolizes the scale of international confidence in Dubai’s investment environment and advanced infrastructure.”

Lootah added, “The forum serves as a strategic catalyst for strengthening international partnerships and opening new horizons for companies. It also supports the goals of sustainable economic growth, in line with the emirate’s vision for the future, and contributes to enabling companies to expand globally and benefit from the growing opportunities within the digital commerce ecosystem.”

Omar Nart: We Are Proud to Organize This Event in Cooperation with Dubai CommerCity

WORLDEF CEO Omar Nart said: “The forum, in its first edition, succeeded in exceeding expectations in terms of turnout and interactive sessions, and we are confident in the success of its second edition with a focus on presenting a comprehensive agenda that meets the aspirations of digital commerce companies at the local, regional, and global levels, in addition to specialists in digital and cross-border commerce, digital transformation, and other related fields. We are proud to organize this event in cooperation with Dubai CommerCity, which plays a pivotal role in developing the digital commerce sector at the regional level.”

WORLDEF DUBAI Reinforces Dubai’s Critical Role in Leading the Transformation in Digital Commerce

This global forum’s focus on driving digital commerce aligns with the Dubai Economic Agenda D33; this agenda focuses on enhancing the emirate’s competitiveness, consolidating its position as a global hub for smart trade, and supporting the business ecosystem and cross-border trade, thereby contributing to driving the growth of the digital economy and shaping its future regionally and globally.

The forum is being held for the second time in Dubai after the extraordinary success of the previous edition hosted by the emirate at the end of 2024, which attracted more than 5,000 participants from over 40 countries. This year’s edition is expected to witness a qualitative expansion in terms of scale and international scope. The event will feature 200 speakers, leading institutions, companies, and entities specializing in the digital commerce sector, over 10,000 visitors from more than 80 countries, 150+ exhibitors, and 120 retail brands.

The forum will address key pillars focusing on the future of digital commerce and cross-border e-commerce by highlighting the role of artificial intelligence, advanced digital technologies, payment solutions, fintech, and logistics in supporting the sector’s growth and enhancing its efficiency.

Targeting markets across the Middle East, Africa, Europe, the United Kingdom, India, and Central Asia, the forum will showcase practical models and case studies that highlight opportunities for expansion in global markets and will discuss prospects for investment and innovation, thereby enabling companies to keep pace with rapid transformations in the digital commerce ecosystem regionally and globally.

Hosting WORLDEF DUBAI 2026 reaffirms Dubai’s pivotal role in leading the transformation in digital commerce, providing global platforms that bring together markets and expertise, and contributing to building the future of e-commerce on the foundations of innovation, sustainability, and inclusive growth.

REGISTER NOW!

WORLDEF DUBAI 2026 to Host the Startup Competition: Zero-to-One

India and Germany Collaborate on Cross-Border E-Commerce

India and Germany have signed an important bilateral agreement to strengthen cross-border e-commerce cooperation through postal, express, and logistics services.

The strategic agreement between India and Germany was signed on January 12, 2026, during German Chancellor Friedrich Merz’s visit to India. This agreement focuses on increasing cross-border e-commerce and time-definite international deliveries. The partnership is expected to contribute to economic growth by enhancing service quality, export volumes, and India’s participation in global value chains.

The bilateral agreement highlights the collaboration between India Post and Deutsche Post-DHL Group. It also aims to launch joint premium international express products. This initiative will leverage India Post’s extensive last-mile network and Deutsche Post-DHL’s global reach, significantly improving transit times, reliability, and end-to-end visibility for international shipments originating from India.

A Strategic Partnership in Logistics and Cross-Border E-Commerce

The partnership will support cross-border e-commerce, enhance international delivery capabilities, and work on bilateral rates for letters and parcels. By improving access to global markets, the agreement is expected to strengthen India’s logistics ecosystem and increase its competitiveness in the international arena.

India’s Ministry of Communications stated that the agreement will also include the exchange of best practices in areas such as digitalization, operational efficiency, sustainability, and green logistics. This will help both countries align their logistics services with global trends in sustainability and innovation.

With this partnership, India aims to become a stronger player in global logistics and cross-border e-commerce, while Germany’s global logistics expertise will play a critical role in enhancing India’s international delivery capabilities. The long-term effects of this agreement are expected to be transformative, leading to deeper collaborations across various sectors.

“10-Minute Fast Delivery” Promises End in India!

“10-Minute Fast Delivery” Promises End in India!

The Indian government has taken action to regulate the country’s rapidly growing fast-delivery (q-commerce) sector. The government has ordered the removal of advertisements promising “10-minute deliveries.” This decision has dealt a significant blow to the sector, which has transformed urban shopping in India and attracted significant interest from investors.

The decision came after a meeting between the Ministry of Labour and Employment and senior executives from leading platforms such as Blinkit, Zepto, and Swiggy. The ministry emphasized that promises of fast delivery times were putting workers’ safety at risk and requested the companies to abandon their speed-focused marketing strategies.

Concerns Over Worker Safety and Workload

Ministry officials warned that the fast delivery targets could lead delivery personnel to violate traffic rules and speed through city traffic. After the meeting, led by Labour Minister Mansukh Mandaviya, the platforms pledged to stop making delivery promises of up to 10 minutes in their advertisements and social media content.

The fast-commerce model relies on “dark stores,” dense networks of strategically located warehouses, and large delivery teams. While this system offers a convenient solution for consumers, worker rights advocates have pointed out that it puts employees under increased pressure, which could lead to accidents.

Companies Update Their Marketing Messages

Following the government’s intervention, Blinkit removed the “10-minute delivery” claim from its app and marketing materials, shifting its focus to a broader product range and doorstep delivery promise. The company changed its previous slogan and retracted its 10-minute fast delivery claim. Other platforms also committed to taking similar actions after the discussions with the government. However, there has been no public statement about whether Zepto and Swiggy have updated their marketing content immediately.

Sector’s Size and Growth

The sector’s size is noteworthy, with India’s fast-commerce market estimated to be valued at around $11.5 billion. Swiggy strengthened growth expectations in the industry by raising $1.11 billion from institutional investors in December 2024.

Transition from Fast Delivery to Sustainability

Industry observers note that the government’s intervention is expected to shift the focus from speed-driven marketing to sustainability, compliance, and worker protection measures. Although the fast-commerce sector is likely to remain a key player in India’s urban retail market, companies will now need to balance fast delivery times with worker safety.

With the government’s intervention, the sector is expected to adopt a more safety-focused approach, and worker rights will take precedence over speed-based marketing. These steps are seen as a significant turning point for the future of fast-commerce in India.

Amazon Launches 30-Minute “Ultra-Fast Delivery” Pilot Program in the United States

Shopify Introduces Universal Commerce Protocol in Partnership with Google

Shopify has introduced the Universal Commerce Protocol (UCP), a new open standard that will enable the scaling of AI-powered “agentic” shopping. Developed in collaboration with Google, this protocol allows AI agents to connect with any merchant and facilitate transactions. Through UCP, Shopify sellers will be able to make direct sales on Google Search and the Gemini app.

Alphabet, Google’s parent company, and Shopify accelerated their efforts to facilitate AI-based “agentic” shopping significantly at the National Retail Federation’s annual conference on Sunday. At NRF 2026, Shopify and Google introduced the Universal Commerce Protocol, a new open standard for AI agents to connect and transact with any merchant. With Universal Commerce Protocol, AI agents can complete payment transactions on behalf of a customer.

“Potential Benefit for Google and Shopify”

Analyst Justin Patterson anticipates potential benefits from the UPC standard for both Google and Shopify: “For Google, this announcement reinforces its historical strength with retailers and the momentum in AI. Google has a long history of helping retailers navigate technological change. Google’s Shopping Graph, introduced in 2021, lists over 50 billion products, providing a rich set of data that can be discovered via the core Search experience and the Gemini app. For Shopify, UCP extends agentic partnerships and offers more ways to engage with merchants.”

In September, Google announced a new Agent Payments Protocol (AP2) developed with 60 industry partners. AP2 is also designed to address authorization, authentication, and accountability in agentic payments. To provide secure commerce for AI agents, it is supported by cryptographically signed digital contracts.

Building Agentic Shopping Ecosystems

At NRF 2026, Google also introduced new retail tools for deploying AI agents that help shoppers locate items and provide customer support. Google named these agentic AI tools “Gemini Enterprise for Customer Experience.” These tools are offered through Google’s cloud computing platform and are used by retailers such as Lowe’s, Kroger, and Papa Johns.

Additionally, Shop ify announced new agentic AI initiatives. In October, AI pioneer OpenAI revealed that its ChatGPT app would enable direct purchases from Shop ify, Etsy, and other online sellers. In a similar deal, Shopify stated that its merchants would be able to sell directly in Google Search’s “AI Mode” and the Gemini app. Furthermore, Shopify announced plans to work with Microsoft on agentic AI online payment features. Last week, Microsoft, in collaboration with partners such as PayPal Holdings (PYPL) and Stripe, introduced a series of AI-powered agentic commerce tools.

As part of its strategy, the software company will open its Shop ify Catalog and infrastructure to brands on other platforms. This will allow brands that do not use Shop ify for their online stores to list their products on Shopify Catalog and present them to AI channels.

Shopify Introduced the Winter ’26 Edition Featuring More Than 150 AI-Powered Tools for Merchants