Agentic Commerce Transforms Shopping While Preserving Brand Identity with Scott Hendrickson at Shoptalk 2025

In this engaging conversation, Scott Hendrickson, Chief Revenue Officer at Firmly, discusses the evolution of e-commerce and the rise of agentic commerce. He emphasizes the importance of understanding consumer behavior in the context of AI technology and how it can enhance shopping experiences. Scott also shares insights from the recent Shop Talk event, highlighting the need for brands to adapt to changing consumer journeys while maintaining their unique identities. Takeaways Scott Hendrickson is the Chief Revenue Officer at Firmly.Firmly's technology allows consumers to check out without leaving the native environment.Agentic commerce is a buzzword but not widely deployed yet.Consumer shopping journeys are diverse and complex.AI can enhance shopping experiences but cannot replace human involvement entirely.Trust in brands is crucial for autonomous purchases.Direct-to-consumer relationships are more important than ever.Brands should not give up customer experience to tech giants.The future of shopping will involve multiple channels and experiences.Shop Talk 2023 highlighted the rapid evolution of the e-commerce landscape. Chapters 00:00 Living Between Two Worlds: Hawaii and Minneapolis 01:09 Understanding Agentic Commerce 06:46 Consumer Behavior and AI in Commerce 12:27 The Future of Direct-to-Consumer Relationships 15:34 Navigating the Transformational Moment in Commerce