The Agentic Commerce Playbook | Scot Wingo on AI Agents, Product Catalog Strategy & the Future of Retail

S2E4 Agentic Commerce Is Here: Scot Wingo on How AI Agents Are Rewriting the Rules of Retail What happens when your next customer never visits your website because their AI agent already bought what they needed? And what does it mean for your brand when your product catalog is essentially invisible to the AI doing the shopping? In this episode of Retail Transformers, Ricardo and Casey sit down with Scot Wingo — e-commerce legend, co-host of the iconic Jason and Scot Show, host of the Retailgentic podcast and newsletter, and CEO of ReFiBuy — to unpack the rise of agentic commerce and what it means for every retailer, brand, and operator in the industry today. From founding ChannelAdvisor in 2001 and taking it public in 2013, to launching ReFiBuy to tackle the AI commerce frontier, Scot has been at the center of every major e-commerce wave. Now, he believes agentic commerce — the shift to AI-powered shopping agents that handle the entire research, find, and buy journey — is the biggest transformation yet. And unlike the marketplace era, this one is moving fast. What You'll Learn in This Episode•       What agentic commerce actually is, and how to define it before the buzzword fog sets in•       Why Scot believes agentic commerce will re-accelerate e-commerce growth and challenge Amazon's dominance•       The 'Research-Find-Buy' (ReFiBuy) framework and which shopping categories are ripe for AI agent takeover•       What OpenAI's Instant Checkout experiment got right, and the critical things it missed•       Why the merchant of record breakthrough changes everything for brand relationships and loyalty programs•       How Google's Universal Checkout Protocol (UCP) and identity linking could reinvent retail loyalty•       Which retailers are leading the agentic commerce charge right now (Sephora, Ulta, Gap, and more)•       Why product catalog optimization is the #1 thing retailers need to fix before AI agents make it irrelevant•       The concept of 'keyword jail' and why your current catalog strategy was built for a world that no longer exists•       Scot's bold holiday 2025 prediction: agentic commerce could touch 10% of transactions by year-end Support our sponsors:This Episode is Brought to You By RetailClub.Join 2,000 retail leaders at RetailClub AI Festival, September 22–24 in Huntington Beach. Dive deep into how AI is reshaping retail while soaking up the sun at a fully outdoor, beachside venue. Decision-makers from retailers and brands can attend with free tickets and up to $1,250 in travel reimbursement. Head to retailclub.com to learn more. https://retailclub.com/retail-razor-podcast Subscribe & Follow Don't forget to like, comment, and subscribe to The Retail Razor: Retail Transformers for more episodes featuring retail innovators, disruptors, and bold thinkers reshaping commerce.Subscribe to the Retail Razor Podcast Network: https://retailrazor.com/Subscribe to our Newsletter: https://retailrazor.substack.comSubscribe to our YouTube channel: https://go.retailrazor.com/utubeAbout Our GuestScot Wingo, Agentic CEO. ReFiBuy. https://refibuy.aihttps://www.linkedin.com/in/thescotwingo/Retailgentic newsletter. https://www.retailgentic.com