AI agents represent a new sales channel, moving beyond click-based storefronts toward genine conversational commerce enabled by new protocols like WebMCP.

We’ll cover why conversation is a distinct channel and how it truly improves the buying journey. Instead of clicking through dozens of filters, a shopper can simply say, "birthday presents for my nephew." The agent searches the catalog, curates a shortlist, and balances budget against active promotions while the shopper stays in full control of every purchase.