Over the past few months I've been getting variations of the same question from brands I work with. Something along the lines of: we keep hearing about agentic commerce, what do we actually need to do about it? The honest answer is that most brands are somewhere between
My background is in conversion rate optimisation. I've spent a long time thinking about why people don't buy, diagnosing the specific friction points that sit between intent and action, and building counter-arguments to the objections visitors carry with them when they arrive at a page.
Understand the corner stone of Google's Shopping Graph and why it plays such an important part for product discovery. I've been having the same conversation with clients fairly regularly over the past year, and it usually starts with a version of the same question: why is
Google Merchant Centre is often classed as a Google Ads add-on but it's much more than that. You can identify lots of missed opportunities by using these simple techniques. I was in a brand review about three months ago and their Merchant Center account was sitting at
Over the past few months I've been asked by several brands to help them understand why they're losing visibility in AI-driven search to sites they know are selling counterfeit or unauthorised versions of their products. The brands knew the sites existed. They'd filed
Something I've noticed across several brands I've worked with over the past year is a specific and consistent gap between how much genuine positive customer sentiment exists and how much of it is actually visible to AI shopping agents. The sentiment is real. Post-purchase surveys
Something I've been running on client sites over the past few weeks is Google's new Agentic Browsing audit in Lighthouse. It shipped quietly in mid-May 2026 as part of Lighthouse 13.3 and most ecommerce teams haven't noticed it yet. Those on Chrome
A German court ruling landed recently that I think most brand and marketing teams haven't properly processed yet. Two Munich publishers were falsely connected to scams in Google's AI Overviews. Not misquoted, not taken out of context. The claims didn't exist anywhere in the
One of the questions I get asked most often by brands that should be running experiments is some version of "What tool do we need to get started with A/B testing?" It's usually not the real question. The real question is closer to: "What&
Something I've been observing with a few brands I consult for. The performance team is optimising ad copy, tweaking bids, and running creative tests. They are doing everything that's worked for the last decade. Meanwhile the AI is generating product responses from a Google Merchant Centre
I checked the schema output on a new client's Shopify store last month. Dawn theme, freshly updated, no customisation. The product pages had Product schema including name, price, availability, a description. No GTINs. No brand entity. No manufacturer field. Organisation schema existed on the homepage with a name
Why drop-model brands with clean structured data will own the consideration set before their campaign goes live Something I've been explaining to brands more frequently over the past few months is the difference between a storefront and an entry point. Most fashion brands treat them as the
How Google Universal Cart and structured data will change ecommerce drop models tactical approach. I've spent a long time thinking about where in the funnel drop-model brands actually lose customers. Most of the work I do sits in the familiar places. Product pages that don't
Something I've personally noticed across several drop-model brands I've worked with: the ones that struggle to capture AI-driven traffic during a drop almost always have the same problem. Not their paid strategy. Not their creative. Their entity data hasn't been touched in
Most Fashion Brands Don’t Do This Critical Step About eight months ago I was asked to help a fashion brand on their agentic ecommerce readiness. The brand was four weeks out from their biggest drop of the year. Paid was dialled in, creative brief was solid, their email list
Use your structured data to protect your fashion brand against counterfeit websites Most fashion brands I see are fighting counterfeits with the wrong tools. They use the following. DMCA takedown requests which can be hit or miss. Brand protection services without guarantees. Paid branded search as a defensive tactic. All
Something I've been sitting with for a while is the gap between how brands think about reviews and what reviews are actually doing in an agentic commerce environment. Most ecommerce teams I work with have a reasonably sophisticated onsite review strategy. Star ratings above the fold. Review carousels
I've been thinking about something a researcher said recently in a podcast conversation about the ChatGPT ad rollout. She spent close to two decades tracking the growth of social media as a commercial channel and was one of the first analysts to formally call it as a major
Something I've been looking at more closely over the past few months is GTIN ownership. Not whether brands have GTINs on their products because most do. I’ve been looking at who the GTIN is registered to at the GS1 level. This may sound dull as dishwater but
The commercial landscape is undergoing a quiet yet profound mutation. For decades, online shopping followed a predictable choreography: search, click, purchase. Efficient, mechanical, transactional. Now a different pattern is surfacing. Agentic Commerce is reshaping the journey into something more subtle: discover, trust, authorize. Instead of humans rummaging through digital shelves,
I've been noticing a pattern across a few brand accounts I look after. Sessions arriving via direct to a product detail page, usually mobile, with a engagement that's shorter than you'd expect from a cold visitor but a conversion rate that's higher.
I was doing a feed audit for a brand about three months ago. Solid products, decent site, reasonable organic traffic. When I looked up their hero product in a Google AI Overview query for their category, what came back was thin. A title, a price, a truncated description. No material
Try something before you continue. Open ChatGPT, Perplexity, or whatever AI assistant you use regularly and ask it about your brand. Ask what you sell, who your fans are, what you're known for. Ask it to describe your hero product. What comes back will tell you something that
Something I've noticed over the last year or so across the brands I work with: customers are arriving with a level of product specificity that used to previously take months. They've already compared the competition. They already know your lead times. In some cases they'