What we learnt at Ecommerce Expo 2026
October 2026
At Ecommerce Expo this year, we asked four of our partners one question each about agentic commerce. Their answers cover trust, definitions, discoverability and what brands should do next. Watch each conversation below, with a summary of what we learnt.
Guardrails build trust in AI recommendations
Liam Holloway, sales manager at Nosto, says trust comes from balance. Leave AI to choose products from inside a black box and shoppers have to take the result on faith. Add guardrails such as size, colour, brand or category, and the recommendation reflects your business strategy as well as the model. You've guided the AI to the right product, so shoppers can trust the brand rather than the algorithm.
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AI runs the process, people approve it
Ben Jordan, solutions engineer at Klaviyo, defines agentic commerce as AI controlling the processes behind your ecommerce business, with people monitoring and approving what it does. The aim is to keep pace with the market and then move ahead of it.
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Be found by AI, then convert on arrival
Willem Wigman, founder of Hyvä, sees AI as an additional sales and marketing channel alongside traditional search. Most of the opportunity lies in being discoverable through it. Shoppers still want to know who they're buying from, whether they can return a product and whether the store is reliable, so trust and performance still matter once they arrive.
He also pointed to an open legal question in Europe: who is responsible for a sale when an AI agent places the order, and whether the consumer has to pay for it. His advice for today is to make your store discoverable for AI, then offer the best experience when shoppers land so the sale converts.
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Reviews are the new word of mouth
Corey Gelato, senior commerce strategy consultant at Adobe, puts discoverability first. Make sure your products can be found, then invest in user generated content, because that's what agents are still reading today. Reviews and social engagement are the new word of mouth, and Corey thinks that matters more than anything else on the list.
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The bottom line
Discoverability runs through all four conversations, and trust sits alongside it. Brands need products that AI agents can find and a store that earns the sale once shoppers arrive. Guardrails and human oversight keep the strategy in the brand's hands.
Want to prepare your brand for agentic commerce? Talk to Brave Bison Commerce about how we can help.
