The super app skepticism

On this week's episode of the podcast, I am joined by Andrew Lipsman to discuss the evolving landscape of agentic commerce and retail media. Andrew is an independent analyst and consultant who runs the Media, Ads + Commerce blog, which covers the retail media landscape. Prior to this, Andrew held roles at eMarketer and comScore. This is Andrew's third appearance on the podcast.

In our conversation, Andrew and I take stock of the evolution of the concept of agentic commerce since we last spoke six months ago, moving from the initial hype of autonomous AI agents to a more grounded reality of AI-assisted shopping experiences. Our conversation examines the failure of independent instant checkout experiments, the strength of established retail ecosystems like Amazon and Walmart, and the emerging opportunities in performance television and in-store digital advertising. Among other things, we discuss:

• Whether the failure of instant checkout experiments signals a permanent preference for direct retailer relationships over AI intermediaries
• How the paradox of choice and the need for basket building hinder the efficiency of single-option agentic transactions
• If the success of Amazon's Rufus proves that AI utility belongs on retail platforms rather than independent LLM interfaces
• Why the western market's fragmented ecosystem makes the development of a Chinese-style shopping super app highly improbable
• What the massive investment in AI infrastructure means for the competitive landscape against established giants like Amazon and Google
• When performance TV and in-store retail media will finally become a core priority for brand-focused chief marketing officers
• How Shopify's role as an audience network might evolve as direct-to-consumer brands seek diversification beyond Meta and Google

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