Shopify’s MD Deann Evans about how Agentic AI is Changing Commerce

What happens when shopping no longer starts on a website – but inside an AI conversation? 

In this episode of the DMEXCO Podcast, Verena Gründel speaks with Deann Evans, Managing Director EMEA at Shopify, about the radical shift from linear customer journeys to a world of retail everywhere. From social feeds and search to stores and AI-powered chats, commerce is becoming truly omnipresent – and brands must adapt fast. 

Deann explains why creativity is still a critical growth driver in an AI-driven world and why unified commerce has become a must-have rather than a nice-to-have. Customers expect brands to recognize them everywhere – and reward them with seamless, frictionless experiences. 

A central part of the conversation is agentic commerce: AI agents that don’t just recommend products, but actually complete purchases. Deann breaks down the difference between generative and agentic AI, shares real performance data from Shopify, and gives more detail on the Universal Commerce Protocol (UCP): a new infrastructure that allows brands to sell directly inside AI environments, that Shopify developed in cooperation with Google. 

Packed with concrete examples, bold numbers, and clear advice, this episode is a must-listen for anyone who wants to understand how AI is turning intent into revenue and what retailers should do now to stay ahead. 

Numbers in this episode that show how commerce is evolving: 

• 60% of shopping journeys start and end on different surfaces 

• 15% of Shopify sales are cross-border 

• Orders from AI-driven journeys are up 14x 

• Average order value from AI searches is 30% higher 

• 44% of global shoppers say discounts drive brand loyalty 

Curious how agentic AI will shape the future of commerce? Then listen to this episode of the DMEXCO Podcast now.  

And don’t forget: Join us at DMEXCO in Cologne on September 23 & 24, 2026 – where many of today’s AI commerce visions will already be reality. See you there! 🚀