Amelia Van Camp: Preparing for Agentic Commerce now and for the future
Mirakl's 2026 Summit in London signaled that agentic commerce—AI systems autonomously executing purchases on behalf of consumers—is no longer a future concept but an active infrastructure investment across Walmart, Tesco, H&M, Lowe's, and B&Q. Mirakl has appointed a dedicated Head of Agentic Commerce (Amelia Van Camp) and launched Mirakl Nexus and Mirakl Retail Media as specific product responses to AI-driven shopping behavior. The shift means LLMs are increasingly becoming the discovery layer between consumers and product listings, bypassing traditional search and PDP optimization entirely. Brands not structured for AI-readable catalog data risk becoming invisible before Q4 2026.
The non-obvious threat here is competitive moat erosion through catalog invisibility—not ad cost inflation or fee increases. When LLMs and agentic buyers make purchase decisions, they're pulling from structured data sources and trusted feeds, not keyword-ranked PDPs.
Sellers who've built moats on PPC efficiency and search rank are exposed: those skills don't translate to LLM retrieval optimization.
A $10M/year seller should audit their product data feeds this Monday—specifically whether their Walmart DSV feed, Shopify product schema, and Amazon catalog attributes are structured for machine readability (complete attributes, clean taxonomy, no truncated bullets), because that's the new SEO foundation for agentic queries.
This is the clearest public signal yet that the discovery layer in ecommerce is bifurcating: human-browsed storefronts on one track, AI-agent-mediated purchasing on another.
Mirakl's infrastructure investment—spanning Walmart, Lowe's, and European retail giants—means agentic commerce will hit mid-market sellers through their existing marketplace channels, not just direct-to-consumer AI apps.
This connects directly to the 2026 trend of platform consolidation around AI rails: whoever controls the agentic middleware (Mirakl Nexus, Amazon Rufus, Walmart's AI assistant) controls product visibility, and that's a leverage point for fee extraction and data dependency that rivals the early days of Amazon's A9 algorithm dominance.
Audit your catalog's machine-readability this week: Pull your Walmart Item Setup Error Report and Amazon Search Query Performance Report—if attribute completeness is below 90% on your top 50 SKUs, engage your catalog team immediately to fill gaps before agentic indexing penalizes sparse listings.
For Shopify and any Mirakl-connected marketplace (Tesco, H&M, Lowe's), enable structured product schema markup (schema.org/Product) with full attribute sets including material, use case, compatibility, and certifications—LLMs surface products with rich structured data first, and this is actionable in your theme settings or via a JSON-LD snippet this week.
In the next 30-60 days, pressure-test your retail media strategy: Mirakl Retail Media's AI integration signals that sponsored placements inside AI-curated results will become a paid gateway—budget for a new 'agentic visibility' line item in Q3 2026 ad spend, and begin conversations with your Walmart Connect and Amazon DSP reps about AI-native ad formats before pricing hardens.
Bottom Line
If your catalog isn't machine-readable by Q3 2026, agentic buyers won't find you—no ad budget fixes that.
Source Lens
Industry Context
Useful background context, but lower-priority than direct platform, community, or operator intelligence.
Impact Level
high
If your catalog isn't machine-readable by Q3 2026, agentic buyers won't find you—no ad budget fixes that.
Key Stat / Trigger
No single quantitative trigger surfaced in this report.
Focus on the operational implication, not just the headline.
Full Coverage
Today was the Mirakl Summit in London, and while the agenda was full of marketplaces, from Debenhams to B&Q, Tesco, H&M, Walmart and Lowe’s, the hot topic was AI and Agentic Commerce.
With the overarching theme of the conference being ‘Outpace’, we’re moving headlong into an AI world which is changing on an almost daily basis, so how can brands and retailers stay ahead and outpace the competition?
We sat down with Mirakl’s Head of Agentic Commerce, Amelia Van Camp, to talk all things AI – both how Mirakl are thinking about AI and incorporating it into their solutions, how SMEs should think about AI and how they can be early adopters, and how LLMs work, how consumers are using LLMs and what retailers and brands need to do to prepare for an AI world (especially as we’re still not sure what it will eventually look like!)
In this video you will find: 00:00 Introducing Amelia Van Camp, Head of Agentic Commerce at Mirakl 01:55 Mapping categories with AI – Removing friction 03:45 Optimising customer experience with AI 05:23 Marketplaces using AI to inform product sourcing selection 07:23 Leveraging AI for Retail Media 10:08 How SMEs can be early adopters of AI 12:32 How search on AI LLMs works 17:05 How consumers are using LLMs 19:31 How retailers can prepare for Agentic Commerce Links Amelia Van Camp (LinkedIn) Mirakl Mirakl Nexus Mirakl Retail Media
Original Source
This briefing is based on reporting from Tamebay. Use the original post for full primary-source context.
Style
Audience