In episode 2 of this four-part Agentic Commerce Expert Series (sponsored by Mirakl Ads), we explore how AI is quietly reshaping the way consumers shop online, and why that shift could fundamentally change the role of the product detail page (PDP). As more shoppers use LLMs like ChatGPT to research products before ever visiting a retailer’s site, they’re increasingly landing directly on a single product page with their decision already made. That means fewer browsing moments, fewer signals, and potentially big implications for retail media.

I’m joined once again by Amelia Van Camp, Head of Agentic Commerce at Mirakl, to unpack what this new “AI-shaped” shopping journey means for retailers and brands. We discuss why the PDP might effectively become the new homepage, how retailers can design better onsite experiences for these shortened journeys, and why tactics like sampling, loyalty programs, and smart product adjacencies could become more important than ever.

This episode is sponsored by Mirakl Ads

Timeline

[00:00] – I introduce the idea that in an AI-driven shopping journey, the product detail page may effectively become the new homepage.

[01:00] – I share my own shopping experience researching a product in ChatGPT and going straight from research to a PDP and checkout.

[02:25] – Amelia explains why retailers should rethink PDPs as “mini homepages” when traffic comes from LLMs and AI assistants.

[03:06] – We discuss designing the ideal shopper journey when a customer lands directly on a product page.

[04:27] – I talk about opportunities like upsells, sampling, and post-purchase engagement without overloading the user experience.

[05:11] – Amelia explains how shorter journeys could disrupt traditional retail media signals and why experimentation is essential.

[06:40] – We explore why loyalty programs may be making a comeback in an AI-driven commerce environment.

Links & Resources

• Part 1 of this series: Discovery Has Moved Upstream. Here’s What That Means for Retailers.
• Download Mirakl’s agentic commerce white paper: Why marketplaces & dropship platforms win in the agentic commerce era
• Follow Amelia Van Camp, Head of Agentic Commerce at Mirakl, on LinkedIn
• Read my related articles:
  • Why OpenAI’s Ad Network Should Concern RMNs
  • ‘Dark Search’ Is Making AI-Facilitated Commerce Look Smaller Than It Really Is
  • While We Debate What’s ‘Really’ Agentic, Retail Media’s Foundation Is Already Shifting
• Join me and Jordan Witmer from Salt XC at 11am ET Tuesday March 17, for our next LinkedIn Live on Sponsored Product Ads: shelf space or ad space?. We’ll be answering questions LIVE — join us!
• Atlanta-based retail media professionals: Wednesday, April 1 is the next In-Person Atlanta Happy Hour! RSVP here.
• Subscribe to Retail Media Breakfast Club’s daily newsletter
• Follow Kiri Masters on LinkedIn