Liverpool Adopts Agentic Commerce to Enable AI-Driven Sales

Liverpool has integrated commercetools‘s agentic commerce platform to facilitate autonomous transactions within AI ecosystems. This technological adoption will enable the retailer to execute sales directly through conversational assistants while maintaining its unified commerce framework. 

The decision to implement these advanced capabilities stems from a fundamental shift in consumer behavior, moving from traditional interface navigation toward direct, intent-based inquiries. Antonino Guichard, Chief Digital Officer, Liverpool, says that the organization must meet consumers in the digital spaces where they already interact. "Our customers are moving from searching and scrolling, to asking questions and expecting faster decisions," says Guichard. This strategic rationale emphasizes the necessity for a commerce architecture that supports automated decision-making and rapid execution. 

With a history of 178 years, Liverpool operates the most extensive department store network in Mexico. To maintain its market leadership, the organization is evolving its digital ecosystem to address the modern demand for immediacy and frictionless experiences. Historically, e-commerce has relied on proprietary websites and mobile applications that require manual user navigation. However, the rise of Large Language Models (LLMs) such as ChatGPT, Gemini, and Copilot has introduced a new paradigm where the consumer interacts with a third-party agent to discover and evaluate products.

This integration enables the retailer to provide accurate data to these external models. Without a robust technical bridge, AI assistants often lack real-time information regarding product specifications, inventory availability, and promotional pricing. This partnership with commercetools allows Liverpool to connect its core commerce engine with conversational interfaces, ensuring that the information provided to the customer is consistent among all channels. 

Dirk Hoerig, Founder, commercetools, says that an increasing proportion of AI-driven searches is now directly linked to product recommendations and purchasing intent. Consequently, retailers that fail to prepare their data governance and technical processes for this "agentic" era risk losing relevance in the digital marketplace.

The technical implementation is built upon specific components of the commercetools ecosystem, primarily the Agent Gateway and the AI Hub. Those systems function as a decoupled layer that interacts with the primary commerce core of the company without requiring extensive modifications to its underlying architecture. The Agent Gateway acts as the secure interface that allows external AI agents to query the catalog of the retailer and, where compatible, initiate the checkout process. This ensures that the organization retains absolute control over its commercial rules and brand standards while operating in third-party environments.

Furthermore, the AI Hub provides the enterprise with the tools necessary to experiment, measure, and scale these new functionalities. This controlled environment allows the digital team to refine how the brand interacts with different LLMs before a full-scale rollout. The integration of the Agentic Commerce Platform (ACP) is expected to reduce the time between initial inquiry and final purchase, as the agent can act on behalf of the user to complete transactions.

Looking forward, the deployment will reinforce the unified commerce model of Liverpool. The organization aims to create a seamless ecosystem where the physical store, the web platform, the mobile app, and conversational assistants function as a single unit.