Agentic Commerce Transforms Shopping While Preserving Brand Identity ~via Scott Hendrickson
Really valuable perspective here. Scott Hendrickson isn’t just talking theory, he’s been helping shape this space at Firmly before “agentic commerce” became the buzzword of the moment. What stands out is his focus on keeping merchants in control of customer relationships while making transactions seamless across touchpoints. That balance… trust, transparency, and ease, is exactly where the future of commerce lives.
IMHO… SIMPLICITY is the new EDLP! Make it easy for them, and they will buy it from you again and again and again. /Ted
The conversation around agentic commerce has reached a boiling point, with everyone from tech startups to enterprise platforms making bold predictions about the future of online shopping. But what does someone actually building this technology think about all the noise? In this Shop Talk edition of Talk Commerce, host Brent Peterson sat down with Scott Hendrickson from Firmly to cut through the speculation and get to the heart of what’s really happening.
This wasn’t just another tech conference chat about futuristic possibilities. Instead, Scott brought practical insights from a company that’s been developing checkout technology for five years – long before agentic commerce became the industry’s favorite buzzword.
Introduction
Talk Commerce continues bringing listeners inside conversations that matter in e-commerce, and this Shop Talk Chicago recording delivered exactly that. Brent and Scott tackled one of 2025’s most discussed topics with refreshing honesty, examining how agentic commerce will actually work in practice versus the science fiction scenarios dominating headlines.
The discussion focused on real-world applications, consumer behavior patterns, and why traditional brand websites aren’t going anywhere despite AI advancement predictions.
Key Takeaways
Agentic commerce succeeds best with trusted brands where consumers have established purchase history and clear preferences
Different shopping scenarios require different AI approaches – autonomous purchasing isn’t appropriate for every consumer journey
Maintaining merchant of record status protects customer relationships and prevents tech platform dependency
Visual product exploration remains essential for many purchase decisions that AI agents can’t handle alone
The industry currently spans companies actively implementing solutions to those feeling overwhelmed by rapid changes
Consumer needs should drive technology adoption rather than capabilities determining user behavior
AI search engines and publishers offer significant embedded checkout opportunities without traditional website redirects
Brand websites will evolve alongside AI purchasing mechanisms rather than disappearing entirely
About Scott Hendrickson
Scott serves as Chief Revenue Officer at Firmly, where he’s spent two years leading revenue strategy for a company that anticipated today’s agentic commerce trends years before they became mainstream discussion points. His role involves helping merchants maintain customer relationship control while enabling seamless purchase experiences across multiple touchpoints.
Scott’s expertise comes from hands-on experience implementing technology that allows consumers to complete transactions without leaving their current browsing environment. Whether someone’s reading a publisher article, using an AI search engine, or viewing advertising content, Scott’s team has worked on making checkout possible without traditional website redirects.
This practical deployment experience gives Scott valuable perspective on what actually works versus what sounds impressive in theory. His insights prove particularly relevant given Firmly’s early entry into what’s now exploding as the agentic commerce space.
Episode Summary
When Brent asked for Firmly’s elevator pitch, Scott explained how his company built technology years ahead of current market demand. The core concept involves enabling consumer checkout with merchants regardless of location – whether on publisher sites, AI search engines, or advertising platforms – while ensuring merchants remain the merchant of record.
Scott emphasized that preserving merchant relationships and customer lifetime value represents a non-negotiable element rather than surrendering control to platform intermediaries. This approach protects the direct connection between brands and consumers that drives long-term business success.
Brent brought up agentic commerce’s current industry obsession, noting how the buzzword exploded at eTail earlier this year. Scott responded by addressing common misconceptions about autonomous purchasing, particularly oversimplified narratives suggesting AI agents will independently handle all consumer buying decisions.
“It’s just not real,” Scott stated when discussing utopian scenarios of complete purchasing automation. He explained that consumer shopping involves multiple journey types, each requiring different technological approaches based on trust levels, product categories, and purchase contexts.
Scott illustrated practical applications through specific examples. For repeat purchases with established brands like DoorDash or Wegmans, autonomous agents work effectively because consumers already have established trust and preference patterns. He described scenarios like modifying last week’s grocery order – adding items while removing others.
However, different situations demand different approaches. Product discovery journeys, such as finding birthday gifts, benefit from AI recommendations combined with visual confirmation. Scott described searching for presents for eight-year-old girls with specific interests, noting that consumers need visual evaluation before making final decisions.
Brent raised concerns about D2C websites potentially disappearing, replaced entirely by AI-powered purchasing platforms. Scott disagreed with this prediction, drawing parallels to earlier e-commerce adoption when merchants feared losing physical store traffic to digital channels.
“I don’t think that every consumer journey requires that the consumer go to the merchants website,” Scott acknowledged, while emphasizing that brands shouldn’t surrender customer lifetime value to tech giants. He compared current hesitation to historical resistance during e-commerce emergence.
The discussion explored brand identity preservation within emerging commerce frameworks. Scott argued that consumers still need visual content, exploration capabilities, and brand experience elements that agents cannot replicate independently.
Brent highlighted how brand experiences differ dramatically between company websites and marketplace presentations. Scott agreed, noting that brand consumption defines consumer identity and requires controlled experience creation. “The brands that we consume define who we are,” he explained, adding that pure agent interactions cannot create meaningful brand value.
Scott concluded by observing Shop Talk attendees at various agentic commerce understanding levels. “There are people who are figuring it out and there’s people who are scared shitless,” he noted, reflecting the rapid industry evolution happening even within recent months.
This honest assessment captures the current industry state where transformation occurs at different speeds across organizations. Scott emphasized that successful implementation requires focusing on consumer needs rather than chasing technological capabilities for their own sake.
Final Thoughts
This conversation with Scott provides essential perspective for an industry caught up in agentic commerce excitement. His insights demonstrate that successful implementation requires understanding diverse consumer journey types rather than pursuing universal solutions that ignore shopping behavior complexity.
The key insight centers on technology enhancing existing customer relationships rather than replacing them entirely. Merchants who maintain control while enabling flexible checkout experiences across multiple touchpoints will likely outperform those surrendering everything to platform intermediaries.
Scott’s perspective suggests the future involves channel diversification rather than elimination. D2C websites will evolve to work alongside AI-powered mechanisms, each serving specific consumer journey segments based on trust levels, product types, and purchase contexts.
As the industry navigates this transformation, success depends on balancing technological capabilities with practical business considerations and consumer preferences. The question isn’t whether agentic commerce will change retail – it’s whether businesses will implement changes thoughtfully while preserving what actually drives purchase decisions.
Perhaps most importantly, Scott’s insights remind us that in a world where agents can handle transactions, real commercial value lies in creating experiences worth having agents transact for. After all, being truly agentic about commerce means being intentional about every customer interaction that matters.
