Shopify’s MD Deann Evans about how Agentic AI is Changing Commerce

What happens when shopping no longer starts on
a website –
but inside an
AI conversation? 




In this episode of the DMEXCO
Podcast, Verena
Gründel speaks with Deann Evans,
Managing Director EMEA at
Shopify, about the radical shift from linear customer journeys to a world of retail everywhere. From social feeds and search to stores and
AI-powered chats, commerce is becoming truly omnipresent –
and brands must adapt fast. 




Deann explains why creativity is still
a critical growth driver in
an
AI-driven world and why unified commerce has become a must-have rather than a
nice-to-have.
Customers expect brands to recognize them everywhere –
and reward them with seamless, frictionless experiences. 




A central part of the conversation is agentic
commerce: AI agents
that don’t just recommend
products, but actually
complete purchases. Deann breaks down the
difference between generative and agentic AI, shares real
performance data from Shopify, and gives more detail on the
Universal Commerce Protocol (UCP): a new infrastructure that
allows brands to sell directly inside AI
environments, that Shopify developed in
cooperation with
Google. 




Packed with concrete examples, bold numbers,
and clear advice, this episode is a must-listen for anyone who wants to understand how AI is turning intent into revenue and what retailers should do now to stay ahead. 




Numbers
in this episode that show how commerce is evolving: 






60%
of shopping journeys start and
end on
different surfaces 








15% of
Shopify sales are cross-border 








Orders from AI-driven journeys are up 14x 








Average order value from AI searches is 30% higher 








44% of
global shoppers say discounts drive brand loyalty 






Curious how agentic AI will shape the future of commerce?
Then listen to this episode of the DMEXCO Podcast
now.  




And don’t forget:
Join us at DMEXCO in Cologne on September 23 & 24, 2026 –
where many of today’s AI commerce visions will already be
reality. See you there!