UCP Changes Everything: Why Merchants Need to Act Now

Is SEO really dead? In November, I bet that agentic commerce would change everything. Now the new packaging is here: UCP, the Universal Commerce Protocol.

In this video, we analyze why Google, Shopify and the big players of the tech world are rebuilding the infrastructure of the internet right now. "AI recommends" becomes "AI buys". That has massive consequences for merchants: checkout becomes a commodity, while the AI platforms keep the valuable intent, the purchase intention, for themselves.

What you will learn in this video
What is UCP? Why it is a common language for agents and more than a new hype.
The death of UX? Why we now need to talk about AX, agent experience.
Shift of power: why merchants remain merchant of record but lose access to customer intent.
Strategy check: 5 concrete steps to make your shop agent-ready.

My video from November, "Is SEO dead?": https://youtu.be/_1VuraAwWTI

#UCP #AgenticCommerce #eCommerce2026 #Google #Shopify #SEO #AX #DigitalBusiness