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Jorrit Steinz
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| 4 min read

Agentic Commerce Is Reshaping Multi-Channel Selling with Jorrit Steinz of ChannelEngine

By Brent W. Peterson

Brent Peterson sat down with Jorrit Steinz, founder and CEO of ChannelEngine, to discuss one of the most transformative shifts in ecommerce today: agentic commerce. The conversation covered how brands and retailers must rethink their multi-channel strategies now that AI-powered agents, from ChatGPT to Microsoft Copilot, are becoming transactional shopping platforms. With marketplaces multiplying, social commerce expanding, and LLMs entering the buying funnel, the episode delivered a forward-looking perspective on what merchants need to do right now to stay competitive.

Key Takeaways

  1. Multi-channel complexity is growing fast. Brands aren’t just selling on Amazon and their own DTC shop anymore. Some ChannelEngine customers manage 60 to 70 marketplaces with a small team, making synchronization of product data, inventory, and orders essential.
  2. Agentic commerce is here. ChatGPT, Perplexity, Gemini, and Microsoft Copilot are becoming shopping interfaces. Consumers can now discover, compare, and soon transact within these chat-based platforms.
  3. Payment flows differ from traditional marketplaces. Unlike Amazon, where payment goes through Amazon’s system, agentic commerce channels like ChatGPT route payments directly to the merchant’s own Stripe, Adyen, or PayPal account and then charge a referral fee.
  4. Product data richness matters more than ever. LLMs need far more context than traditional product pages provide. Questions and answers, reviews, and detailed attributes all influence whether a product surfaces in AI-driven conversations.
  5. Inventory strategy becomes a strategic bet. When you have limited stock, you’ll need to decide which channels, LLMs, marketplaces, or your DTC store get priority access to remaining inventory.
  6. AI can help enrich product content, but validation is non-negotiable. Running the same attribute through three different LLMs and checking for overlap can reduce hallucination risk significantly.
  7. Product feeds, not just web scraping, will drive LLM commerce. ChatGPT’s Agentic Commerce Protocol relies on structured data feeds, a technology that’s been around for years but is now getting a new lease on life.

About Jorrit Steinz

Jorrit Steinz is the founder of ChannelEngine, a platform that helps stores, brands, and distributors find millions of new customers by connecting them to marketplaces globally. He has been active in ecommerce for almost 20 years, building expertise in areas such as B2C, B2B, and D2C ecommerce, marketplaces, SaaS, and international platform strategies. He is a public speaker at various events and an advisor on the rapid changes in the global retail landscape for brands, distributors, and large retailers. Jorrit is a serial entrepreneur with over two decades of e-commerce and marketplace experience from his previous ventures. Outside of the boardroom, Jorrit enjoys outdoor sports including skydiving, snowboarding, mountain biking, and kitesurfing, activities he credits with clearing his mind and staying sharp.

Episode Summary

Jorrit explained how the marketplace landscape has evolved from small sellers on Amazon and eBay to brands selling directly on dozens of platforms with some ChannelEngine customers operating across 60 to 70 marketplaces. He then walked through how agentic commerce is changing the game, with ChatGPT’s Agentic Commerce Protocol enabling merchants to feed product data directly into LLMs through structured feeds, and payments flowing directly to the merchant’s own account rather than through the platform. On product data, Jorrit stressed that “questions and answers are essential” for LLM discoverability and recommended running attributes through three separate LLMs to catch hallucinations. He closed by noting that while PIM systems are increasingly critical, they only matter if you can syndicate that data outward which is where ChannelEngine fits in.

Final Thoughts

This episode of Talk Commerce delivered a timely and practical look at how agentic commerce will reshape the way consumers discover and purchase products. Jorrit Steinz brings a rare combination of marketplace expertise and forward-thinking vision to the conversation. His advice to treat product content as the foundation for AI discoverability should resonate with every brand and retailer evaluating their tech stack.

So here’s the question every merchant should ask: if an AI agent went shopping for your product today, would it find enough data to make the sale, or would your competitors be the ones it discovers? In a world where every channel counts, it might be time to rev up your ChannelEngine.

This has been produced in cooperation with Content Cucumber
https://www.contentcucumber.com/

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Tags

agentic commerce AI-driven commerce ChannelEngine ChatGPT shopping DTC Ecommerce Strategy Inventory Management Jorrit Steinz LLM commerce marketplace integration multi-channel selling product data enrichment Product Feeds social commerce Talk Commerce

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Brent W. Peterson

Brent W. Peterson

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