Luxury Intelligence

I think control of checkout will determine who profits from agentic commerce. As storefronts become easier to build, permission to complete a purchase becomes a stronger bargaining chip.

Shopify’s Canvas lets merchants build stores by chatting with Sidekick, while Amazon has blocked Meta’s Muse agent from buying on its marketplace. Together, those decisions make store creation more accessible while keeping agent access subject to platform approval. Luxury’s reliance on human advice is the strongest objection, but advice still needs a route to purchase.

Next quarter, I would ask a jewellery ecommerce team to test whether an external agent can complete a purchase with the right size and engraving. Keep human approval for personalisation, and fix any checkout barriers before paying for agent traffic.