E-Commerce & AI Commerce News Digest (February 24, 2026)

Top Stories

Shopify Begins Running Merchant Ads on ChatGPT

Shopify rolls out 'agentic storefront' tool, new advertising tools

Shopify has introduced 150 updates, headlined by two major tools aimed at expanding reach and boosting conversions: an 'agentic storefront' that lets consumers buy products directly through AI platforms like ChatGPT and a new Shopify Product Network.

Shopify has expanded its advertising network "Shop Campaigns" to ChatGPT, beginning to display merchant product ads within the ChatGPT platform. While Shopify has previously run ads on behalf of merchants across various social media platforms, ChatGPT has now been added as a new distribution channel.

This move signals that AI chat interfaces are establishing themselves as a new product discovery channel alongside traditional search engines and social media. Merchants can now promote products on AI platforms through Shopify, making this a notable early example of how advertising models will take shape in the agentic commerce era.

Full article: Shopify Expands Ad Network to ChatGPT, Running Ads on Behalf of Merchants

Agentic Commerce Optimization: A Technical Guide for Google UCP Readiness

Agentic Commerce Optimization: A Technical Guide To Prepare For Google's UCP

UCP expands commerce beyond checkout into discovery, loyalty, and post-purchase support, redefining how brands compete for AI-mediated selection.

Search Engine Journal has published a comprehensive technical guide for e-commerce brands preparing for Google's Universal Commerce Protocol (UCP). UCP is a protocol that covers not just checkout but also product discovery, loyalty programs, and post-purchase support, serving as the foundation for AI agents when selecting and recommending products.

The guide covers specific steps that e-commerce brands should take immediately, including structured data preparation, product feed optimization, and API endpoint design. This is essential reading for e-commerce professionals as a practical handbook for making their products "chosen" by AI agents.

Full article: A Technical Guide for E-Commerce Brands Preparing for Google UCP

Agentic Commerce

Shopify: AI Shopping Will "Not Bypass" Its Checkout

Shopify says AI shopping will 'not bypass' its checkout

Shopify wants to make the agentic commerce experience feel like a merchant's online store.

Shopify has made its position clear that AI agent-powered shopping experiences will not bypass its checkout process. The company aims to make the agentic commerce experience feel like "the merchant's own online store."

As AI shopping gains adoption, the industry is focusing on whether platforms or merchants will control the checkout experience. Shopify is firmly positioning itself to protect merchant uniqueness and brand experience, and combined with its ChatGPT ad distribution, is solidifying its position as the e-commerce infrastructure for the agentic commerce era.

Full article: Shopify Declares: "Even with AI Agents, Checkout Will Not Be Bypassed"

Danish AI Startup Cernel Raises €4M for Agentic Commerce Infrastructure

Exclusive: Danish AI startup Cernel raises €4 million in four weeks to "build foundational infrastructure for agentic commerce"

Cernel, an Aarhus-based startup developing an AI-driven platform for the intelligent management of e-commerce data, today announced a €4 million Seed

Danish AI startup Cernel, based in Aarhus, has completed a €4 million seed round in just four weeks. The company aims to "build foundational infrastructure for agentic commerce" and is developing an AI platform for intelligent e-commerce data management.

As the agentic commerce ecosystem takes shape, an infrastructure layer for data management and integration is needed, and Cernel is positioning itself to play a central role. The rapid fundraising success demonstrates strong investor interest in agentic commerce.

Full article: Danish AI Startup Cernel Raises €4M Seed Round to Build Agentic Commerce Infrastructure

Agentic Commerce Emerges as Strategic Focus in Salesforce Ecosystem

AI-Driven Agentic Commerce Emerges as Strategic Focus in Salesforce Ecosystem

A LinkedIn post from BayBridgeDigital discusses how recent developments at Salesforce may signal a shift toward what it terms the "agentic era" in commerce.

AI-driven agentic commerce is emerging as a strategic focus within the Salesforce ecosystem. Partner company BayBridgeDigital has analyzed that Salesforce's recent developments suggest a shift toward the "agentic era" in commerce.

With CRM giant Salesforce showing a serious commitment to agentic commerce, the development of enterprise AI commerce infrastructure could accelerate further.

Payments & Fintech

Mastercard Unveils AI Payment Demo, Pointing to Agent-Led Commerce

Mastercard's AI payment demo points to agent-led commerce

A recent Mastercard demo at the AI Impact Summit 2026 of AI completing a payment suggests software may soon spend money under preset rules.

Mastercard unveiled a demo at AI Impact Summit 2026 showing AI autonomously completing payments based on preset rules. The demonstration concretely illustrated a future payment model where software makes spending decisions on behalf of humans.

Mastercard has also expressed interest in deploying agentic commerce in India, with executives stating they are "ready to meet India's requirements." With a global payment infrastructure company fully committing to AI agent payments, the groundwork for practical agentic commerce implementation is advancing significantly.

Razorpay x superU Build Agentic Payment System

Razorpay, superU target frictionless commerce through agentic payments

Fintech firm Razorpay has joined forces with conversational AI startup superU to roll out a real-time, fully automated agentic payment system.

Indian fintech giant Razorpay has partnered with conversational AI startup superU to build a real-time, fully automated agentic payment system. The goal is to create a frictionless commerce experience where payments are completed simply through conversation with an AI agent.

Multiple fintech companies in India are entering agentic payments following Razorpay, signaling that AI payment competition in the market is heating up.

AI Payment Wars: Google's 60-Company Coalition vs Stripe's Independent Path

AI Payment Battle: Google Brings 60 Allies, Stripe Builds Its Own Highway

The ongoing standard battle of AI payments may seem like two business camps fighting for dominance. However, it reflects a deeper question: as AI increasingly engages in economic activities autonomously, our human-designed financial system adequate?

The battle over AI payment standardization is taking clear shape, with Google building a coalition of over 60 companies while Stripe pursues its own independent infrastructure. This rivalry goes beyond simple business competition, reflecting the fundamental question of whether existing financial systems can adapt to an era where AI autonomously conducts economic activity.

For e-commerce brands, deciding which payment standard to support will be a critical strategic decision going forward.

AI Commerce Tools

Forrester: AI Adoption Accelerates in B2B Commerce

Forrester: AI Adoption Rises in B2B Commerce

Artificial intelligence (AI) is gaining traction across the business-to-business (B2B) community. In 2026, the sector is expected to experience deeper integration of AI across operations.

According to the latest Forrester report, AI adoption is accelerating rapidly in B2B commerce. In 2026, deeper AI integration across operations is expected, along with growing interest in governance, workforce expertise, and strategic use of AI agents.

Even in the B2B space, which has lagged behind B2C in AI adoption, the use of AI agents for automating order processes and personalized deal proposals is now gaining serious traction.

Global E-Commerce Trends

U.S. Supreme Court Rules IEEPA Tariffs Unconstitutional, Impacting E-Commerce and Retail

SCOTUS Tariff Decision: Implications for Retail and E-Commerce

The Supreme Court has concluded that the International Emergency Economic Powers Act (IEEPA) does not authorize President Trump to impose tariffs.

The U.S. Supreme Court has ruled that the International Emergency Economic Powers Act (IEEPA) does not authorize President Trump to impose tariffs. This decision is expected to have significant implications for the entire retail industry, including e-commerce brands.

For cross-border e-commerce brands, while tariff cost uncertainty may be reduced, the policy landscape remains unclear, and supply chain strategy flexibility continues to be essential.

Corporate News & Partnerships

Shein Invests $42M to Strengthen Supplier Network

Shein invests $42 million as Amazon's growth raises the stakes

The fast-fashion giant is reshaping its supplier network with new investments as global retail competition intensifies.

Fast-fashion giant Shein has announced a $42 million investment in rebuilding its supplier network. The move aims to improve supply chain efficiency and quality amid intensifying competition driven by Amazon's growth.

As global e-commerce competition heats up, Shein is shifting its strategy from pure low-price competition to strengthening competitiveness through supply chain-wide optimization.

Bath & Body Works Launches Official Amazon Storefront

Bath & Body Works launches on Amazon

Up to $80 million in gray market sales were already occurring on the platform, CEO Daniel Heaf said. An official U.S. storefront is a way to reignite the brand.

Bath & Body Works has launched an official storefront on Amazon US. According to CEO Daniel Heaf, up to $80 million in gray market sales were already occurring on the platform, and the official launch aims to regain brand control and recapture revenue.

For D2C brands, managing their presence on Amazon's massive marketplace is a critical strategic issue. This official launch as a countermeasure to gray market sales serves as a useful approach for other brands to consider.

Summary

Today's news reveals that the commercialization of agentic commerce is advancing simultaneously across multiple layers. Shopify has begun leveraging AI platforms as a new sales channel through ChatGPT ad distribution, while Search Engine Journal provides a practical guide for e-commerce brands on Google UCP readiness. In payments, Mastercard, Razorpay, Google, and Stripe are each competing with different approaches to standardize AI agent payments, while startups like Cernel are entering the infrastructure space.

Looking ahead, watch for concrete results from Shopify's ChatGPT advertising and how companies respond to Google UCP. The outcome of the AI payment standardization race will also be a critical theme directly impacting e-commerce brands' technology decisions.