Oct 22, 2026 · 16 min · 8 segments
Ellie Ronning is part of the enterprise strategy team at Signifyd, where she works with some of the largest direct-to-consumer retailers and merchants in the country. She is a former merchant herself…
Ellie RonningGuestBrent W. PetersonHostYou've kind of, you've led me to the next topic would be agentic, which has been such a buzzword.
I remember when it came out like almost two years or less than two years ago, I was like, what is this? Everyone's
Yeah, autonomous shopping, which I think is going to be a thing, especially I think in the subscription space, especially.
hmm.
Are you are you kind of now kind of leaning into with everybody else and waiting for it to happen? Are you kind of trying to stay?
And I think that's really where it's important for for merchants to think about the vendors and the partners that they work with for future proofing and longevity.
I do think there's a bit of hype around just how much that adoption curve has, you know, we're not fully there yet.
The adoption curve, right, the trust with an autonomous purchase is still, I think, being discovered by people.
Where I've seen in my conversations with merchants, I think the first place they're really going in terms of getting their heads around what agentic commerce is, is actually in the search and discovery piece, right? So the up upstream, right? So you and I are having highly contextual conversations with our agents, right? Find me these shoes for a marathon in this city during this month.
And it's got to be, you know, and I have a whatever thing with my foot, right? So these highly, highly contextual conversations.
are obviously so different than like the old SEO days, right? So it's not enough really for merchants to simply just put their catalog, you know, out there.
You've kind of, you've led me to the next topic would be agentic, which has been such a buzzword.
I remember when it came out like almost two years or less than two years ago, I was like, what is this? Everyone's
Yeah, autonomous shopping, which I think is going to be a thing, especially I think in the subscription space, especially.
hmm.
Are you are you kind of now kind of leaning into with everybody else and waiting for it to happen? Are you kind of trying to stay?
And I think that's really where it's important for for merchants to think about the vendors and the partners that they work with for future proofing and longevity.
I do think there's a bit of hype around just how much that adoption curve has, you know, we're not fully there yet.
The adoption curve, right, the trust with an autonomous purchase is still, I think, being discovered by people.
Where I've seen in my conversations with merchants, I think the first place they're really going in terms of getting their heads around what agentic commerce is, is actually in the search and discovery piece, right? So the up upstream, right? So you and I are having highly contextual conversations with our agents, right? Find me these shoes for a marathon in this city during this month.
And it's got to be, you know, and I have a whatever thing with my foot, right? So these highly, highly contextual conversations.
are obviously so different than like the old SEO days, right? So it's not enough really for merchants to simply just put their catalog, you know, out there.
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