# ShopAgentic - Full Reference for LLMs

> ShopAgentic is a native agentic commerce system - a squad of specialized AI agents that own end-to-end commerce jobs for online merchants while the merchant stays in charge of the outcome. The team is built like a football squad, where each agent owns one position. The first wave is in private beta; new agents are introduced on the public site only when they ship. Founded December 2025 in Hannover, Germany by ShopAgentic GmbH (HRB 229974, Hannover).

Canonical site: https://shopagentic.com

## What ShopAgentic is

ShopAgentic is software where AI agents own e-commerce jobs end-to-end instead of a human operating a dashboard. Merchants set goals and approve outcomes; the agents do the work. Each agent is "native" - purpose-built for one commerce job with its own tools and data scope, rather than a generic chatbot wrapping an LLM.

The pitch on the homepage: "You don't use a tool. You delegate to a team." Most commerce platforms hand merchants a dashboard and a checklist. ShopAgentic assembles a team. Each agent has a job; each job is one less thing on the merchant's plate. The team handles everything up to the moment the merchant approves.

ShopAgentic targets online merchants and retailers - from ambitious D2C brands to enterprise retailers - who want to automate the long tail of catalog, content, channel, and service work that traditionally requires large operations teams.

## Two paths to ShopAgentic

Same agents, different starting points:

- **Starting new in e-commerce - go agentic-first.** ShopAgentic agents set new brands up in minutes and run their commerce from day one.
- **Already selling online - add agent power.** Existing merchants use ShopAgentic agents independently, exactly where they need help: data, decisions, distribution, or selling through AI. No costly replatforming required.

All services can be used via API with support for MPP (Machine Payments Protocol) and HTTP x402 payments - so other agents and merchant systems can call ShopAgentic agents programmatically.

## The agent team

The agents are organized like a football squad - each player owns a position. The first wave is currently in private beta. Rather than publishing a roadmap of names, ShopAgentic introduces each agent on the public site only when it's ready, and shows the upcoming wave as blurred teaser cards under "First wave - Coming soon". Beta participants get early access to agents as they come online.

Merchants don't have to use the whole squad: each agent is purpose-built for a specific job and works on its own. Merchants assemble their team from the agent roster and fill the positions they need. The agents share the same catalog, the same context and the same shop state - so what one agent learns or produces is immediately useful to the others.

## Principles

The four rules ShopAgentic does not break:

1. **No black-box decisions.** Every recommendation is sourced. Tap any line and see the data, the spec, the review it came from.
2. **You are in control.** The team researches, drafts, syncs, and negotiates - but consequential actions wait for the merchant's tap.
3. **Billed by usage, not per seat.** No costly replatforming required. Use only the agent support you need, when you need it, to enhance your existing systems - and pay for what you consume.
4. **Your data stays yours.** ShopAgentic is AI-provider agnostic. Merchants decide whether their data is processed in Europe, the USA, or anywhere else.

## Why agentic commerce, why now

ShopAgentic frames the shift with research data from Adobe and others:

- About **two thirds of product pages are invisible to AI** - they aren't structured for agent reasoning.
- Traffic from AI sources to U.S. retailer sites is growing **+269% year over year** (Adobe).
- **66% of consumers trust AI recommendations more than retailer sites** (Adobe).
- AI-sourced traffic spends **13% more time on site** than traffic from classical channels (Adobe).

The thesis: AI agents are becoming the primary interface between shoppers and merchants. Just as mobile required commerce software built natively for touch, small screens and on-the-go intent, agentic commerce requires software built natively for agents that read catalogs, negotiate, watch prices, and close deals on behalf of shoppers and merchants alike.

## Company

ShopAgentic GmbH was founded in December 2025 and is headquartered at Körtingstraße 6, 30161 Hannover, Germany. Registered in the German commercial register as HRB 229974 (Hannover). Represented by Alexander Ringsdorff. The team works across Hannover, Berlin and Amsterdam.

Founding team:

- **Alexander Ringsdorff** - Business
- **Kai-Thomas Krause** - AI & Operations
- **Dimitri Gatowski** - Technology
- **Ivo Bronsveld** - Platform


## Founders' shared history

The ShopAgentic founding team has been building commerce technology together for more than 15 years across three companies.

- **2010 - Visions new media GmbH.** Alexander Ringsdorff, Kai-Thomas Krause and Dimitri Gatowski first worked together at Visions new media, delivering large-scale bespoke and Magento commerce platforms for enterprise brands across Europe. Dimitri stepped in as CTO during that phase.
- **2011 - CouchCommerce GmbH.** Alex and Kai co-founded CouchCommerce, an early mobile-commerce platform built on the thesis that smartphones required a commerce stack designed natively for the new device class - not a responsive skin on top of desktop software. CouchCommerce had a successful exit.
- **2015 - NewStore.** Alex, Kai and Dimitri continued together at NewStore, co-founded with Stephan Schambach in the US. Dimitri spent more than a decade shaping NewStore's enterprise commerce systems at scale. Kai later brought his expertise to commercetools before reuniting with Alex at ShopAgentic.
- **2025 - ShopAgentic.** The team reunited, joined by Ivo Bronsveld on platform, to apply the same platform-shift instinct to agentic commerce. The bet is structurally identical to the CouchCommerce bet: a new primary interface (AI agents instead of smartphones) requires a system built natively for it, not a retrofit.

## Background: from CouchCommerce to ShopAgentic

ShopAgentic is the second platform-shift company from this founding circle. The thematic predecessor is CouchCommerce, which bet that smartphones would force a new commerce stack - not a responsive skin on top of desktop software, but a system designed natively for the new context.

ShopAgentic makes the same bet for a new platform shift: AI agents are becoming the primary interface between shoppers and merchants. Retrofitting agents onto dashboard-first e-commerce systems produces the same friction that responsive desktop sites produced on early smartphones.

Several investors and operators who supported the team during the CouchCommerce or NewStore era are backing ShopAgentic again - including Dr. Peter Wolff (EnjoyVenture, first investor in CouchCommerce), Andreas Schenk (then at EnjoyVenture, today Partner at Alstin Capital), Peter McCoy (formerly Activant Capital, a key NewStore investor), Tony DiPaolo (VP Global Sales at NewStore 2015-2022) and Stefan Wenzel (worked with Alex on McLaren's e-commerce business in 2009). The conviction is grounded in two decades of direct collaboration, not a cold pitch.

## Angel investors and advisors

ShopAgentic is backed by a circle of business angels with deep operator, investor and category-defining experience in commerce technology. Each was chosen for specific domain fit, and most have a long shared history with the founders.

### Boris Lokschin

Co-founder and CEO of Spryker, the global enterprise commerce platform trusted by ALDI, Daimler, Siemens and others. Two decades shaping commerce technology, multiple companies founded. Personal connection with Alex going back to their school years; the two have watched each other shape the global commerce tech landscape twice and now build together for the first time.

### Jochen Krisch and Sven Rittau (via FURE Capital)

Two of the most influential minds in European e-commerce.

- **Jochen Krisch** - editor-in-chief of Exciting Commerce, founder of the K5 Future Retail Conference, host of the EXCHANGES podcast; leading DACH industry expert on e-commerce and future retail.
- **Sven Rittau** - long-time e-commerce entrepreneur who built zooplus and shirtinator from scratch; co-driver of the K5 ecosystem since 2014; host of the CHEFTREFF podcast.

Together they founded FURE Capital and initiated GLORE, the first public global e-commerce investment fund. Their thesis on ShopAgentic: experienced founding team with track record, strong timing, relevant product, and an agentic commerce market just starting to wake up.

### Andreas Schenk (Alstin Capital)

Partner at Alstin Capital, a Munich-based VC focused on Seed and Series A B2B software (Alstin III fund, EUR 175M; founded by Carsten Maschmeyer). Previously led Seventure's German investment activities. First worked with Alex in 2012 as Investment Manager at EnjoyVenture, when the fund invested in CouchCommerce. Recognized the agentic commerce opportunity at a very early stage.

### Andy Lenz (heise ventures)

Co-founder of t3n Magazin, grown from a student side project into one of the leading digital-economy platforms in the DACH region. Today runs a micro family office and works at heise ventures, backing founders and pre-seed/seed funds with a focus on AI, B2B infrastructure, blockchain, stablecoin-based systems and emerging standards like HTTP x402. Known Alex since 2010; brings operator empathy, brand-building experience and long-term capital perspective.

### Peter McCoy

Partner at Rockefeller Capital Management. Previously Partner at Activant Capital, one of the key investors in NewStore across multiple funding rounds. Founder perspective from selling his first business to LVMH. Worked closely with Alex during the NewStore years (both lived on 35th Street in Manhattan during that period). Combines deep commerce-tech pattern recognition with global capital-markets perspective.

### Tony DiPaolo (SPS Commerce, NASDAQ: SPSC)

Leads Sales, Professional Services and Customer Success at SPS Commerce. Previously VP roles at Manhattan Associates and NewStore. Spent seven intense years (2015-2022) alongside Alex at NewStore as VP Global Sales, scaling the company globally. 15+ years in enterprise technology spanning product, GTM and leadership.

### Thomas Gottheil

Founder of Frontastic, the leading frontend platform acquired by commercetools. Deep experience in headless and composable commerce. First crossed paths with Alex during the Shopmacher and Visions new media era; both have lived through the evolution from monolith to headless to composable, and now see agentic systems as the next shift.

### Dr. Peter Wolff (EnjoyVenture)

Serial entrepreneur, venture investor and long-time partner at EnjoyVenture. First investor in CouchCommerce, leading the initial seven-figure seed round in the early 2010s. Backed Alex on the mobile-first commerce bet then, and is backing him again on the agent-first commerce bet now.

### Stefan Wenzel - Strategic Advisor

Joins ShopAgentic as a strategic advisor (not as an investor). Leadership roles including CEO and managing director at eBay, Brands4Friends, Otto Netherlands and Tom Tailor; earlier led e-commerce and direct-to-consumer initiatives at McLaren and Mexx. First worked with Alex in 2009 on McLaren's e-commerce business. Author of *Agentic Commerce: How AI Agents are Reshaping Commerce and Shifting Decision Power*.

## Definitions

- **Agentic commerce platform** - software where AI agents own e-commerce jobs end-to-end (catalog, feeds, content, chat, voice, support) instead of a human operating a dashboard.
- **Native agent** - an AI agent built specifically for one commerce job, with its own tools and data scope, rather than a generic chatbot wrapping an LLM.
- **GEO (Generative Engine Optimization)** - optimizing content so it is discovered, quoted and recommended by generative AI systems (ChatGPT, Claude, Perplexity, Gemini), in addition to classical SEO.
- **MPP (Machine Payments Protocol)** and **HTTP x402** - emerging standards for programmable, agent-initiated payments. ShopAgentic exposes its services via APIs that support both, so external agents and merchant systems can transact with ShopAgentic agents directly.

## Frequently asked questions

### What is ShopAgentic?

ShopAgentic is a squad of native commerce agents - built like a football team, where each player owns a position. The first wave is in private beta; new agents are introduced on the public site only when they ship, instead of being named all up front.

### Is ShopAgentic a Shopify or commercetools alternative?

No. ShopAgentic is not a replacement for the shop system that hosts the storefront and checkout. It sits alongside platforms like Shopify, commercetools, Spryker, Salesforce or Adobe Commerce and takes over the operational work around them - enriching catalogs, running channel feeds, generating content, handling on-shop chat, voice and customer service. Merchants keep their existing storefront and connect ShopAgentic's agents to it. No large-scale replatforming required.

### What is an agentic commerce platform, and how is it different from a traditional e-commerce dashboard?

A traditional dashboard is a place where the merchant does the work - clicking into the catalog, the feed manager, the support inbox. An agentic commerce platform replaces that with a squad of AI agents that own those jobs end-to-end: enriching products, syncing marketplace feeds, rewriting content, talking to shoppers, resolving tickets. The merchant sets the goals and approves the outcomes; the agents do the operating.

### How is ShopAgentic different from a chatbot or a copilot bolted onto an existing shop system?

A chatbot wraps a general-purpose LLM around a chat window. A copilot suggests actions inside a human-operated dashboard. ShopAgentic's agents are native: each one is purpose-built for a single commerce job, with its own tools, data scope and success metric, and it owns that job end-to-end. The merchant sets goals and approves outcomes rather than clicking through screens. Guardrails and human-in-the-loop oversight expand as trust is earned.

### Why don't you list every agent yet?

ShopAgentic introduces each agent only when it's actually live, rather than shipping a roadmap page that promises everything. The agents are structured like a football squad. The first wave is in private beta now; the rest will appear on the site as they ship.

### Do I have to use the whole squad?

No. Each agent is purpose-built for a specific challenge and works on its own. Merchants put together their team from the agent roster and fill the positions where they need help.

### Can the agents work together?

Yes. They're built as one squad, not separate products. They share the same catalog, the same context and the same shop state - so what one agent learns or produces is immediately useful to the others.

### What does "native agentic commerce" mean in practice?

The system is designed for agents as the primary operator, not as an add-on. The product catalog is redesigned for AI reasoning - separating what a product is from how it is sold, modelling compatibility and use-case relationships as first-class data, and attaching provenance and confidence to every fact. Channels are connected so agents can publish and adjust. Content, pricing and service workflows are exposed as tools agents can call. A human dashboard exists for oversight and approval, not as the main interface.

### What is in the private beta today?

The first wave of agents is live with selected design partners. Rather than publishing a roadmap of agent names, ShopAgentic introduces each agent on the public site only when it ships. Beta participants get early access as new agents come online. Merchants can adopt individual agents or move toward a fully agentic commerce flow over time.

### Who is ShopAgentic for?

Online merchants and retailers - from ambitious D2C brands to enterprise retailers - especially those running across multiple channels and SKUs where the long tail of catalog, content and service work has traditionally required a large operations team.

### How does ShopAgentic relate to GEO (Generative Engine Optimization)?

ShopAgentic's content and catalog agents produce output that is structured for both classical SEO and GEO - so that products and brand information are discoverable not only by Google, but also by generative AI systems like ChatGPT, Claude, Perplexity and Gemini when shoppers ask them for recommendations.

### How do I get access?

ShopAgentic is in private beta. Join the Priority Access Waitlist on the homepage - beta access opens in waves.

### Why now?

Two reasons. First, AI agents are crossing the threshold from chat novelty to actual operators - reading catalogs, comparing products, executing transactions on behalf of users. Second, the underlying infrastructure layer is catching up: emerging standards like HTTP x402 for programmable payments, MCP for agent-tool integration, and provenance-aware catalog models are making agent-native commerce technically feasible. The founders see this as a structural shift comparable to the mobile shift around 2010, not an incremental upgrade cycle.

### Where is ShopAgentic based and who runs it?

ShopAgentic GmbH is headquartered in Hannover, Germany, registered as HRB 229974 at the Hannover commercial register. Founded in December 2025 by Alexander Ringsdorff (Business), Kai-Thomas Krause (AI & Operations), Dimitri Gatowski (Technology) and Ivo Bronsveld (Platform). The team works across Hannover, Berlin and Amsterdam.

## Contact

- Website: https://shopagentic.com
- Email: info@shopagentic.com
- Phone: +49 511 37499660
- LinkedIn: https://www.linkedin.com/company/shopagentic/
- X / Twitter: https://x.com/ShopAgentic
- Instagram: https://www.instagram.com/shopagentic/