Vinny O Brien argues that agentic commerce only matters if brands know how to use it. The real threat isn't to brands themselves, but to disintermediaries like Amazon, eBay, and Walmart. Brands that ignore this shift are still at risk.
But agentic commerce in and of itself on its own is useless. It doesn't exist. It's like, it is nothing. It is a blank. It is 4 walls, right? So, I think the real challenge to me is not, is what brands are going to learn how to use this tool? Like, just like what brands learned how to use Zalando? What brands learned how to use 1P versus 3P on Amazon? And then the real issue is those disintermediaries, Amazon, eBay, Walmart, you know, go around wherever, whatever market you're in. What are they going to do? Because that's to me what's at risk here. The brands aren't at risk in and of them, or the concept of brands aren't at risk in and of themselves. It's the disintermediaries that sit between the brand and the consumer. That are at risk. Obviously, brands that sit on the sidelines and don't recognize that there's a shift happening are at risk. But yeah, I mean, it's that disintermediation as it always is.
Where is the consumer now? Reagan took to the field for the V Spot news .. #ecomm #ecommerce
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