Staying Human in the Era of Agentic Commerce

Last week, I went to two e-commerce conferences hoping to meet some people and maybe hand out a few of my new business cards.

Both conferences were filled with talks about how data explains our behaviors and how AI tools are now being trained to predict and guide not only what we buy, but also how we sell. It made me realize that e-commerce is no longer just about “shops” — it’s about systems that shape desire.

A threat to my work? Shopify + Lovable

It hasn't been long since the term "Vibe coding" appeared, but the situation has already changed dramatically. Just a week ago, one of the most well-known vibe-coding tool, Lovable, launched its shopify integration.

In short, it means you can now build a Shopify store using AI literally by typing a few lines of prompt like:

"Create an eCommerce store with Shopify for selling handmade scented candles."

For me, someone who builds the online brand store for a living, this announcement is not surprising, but it's definitely something I need to keep an eyes on.

Of course, I believe that communication, storytelling, and taste, which are the human side of creation, remain irreplaceable. This work won't automated 100%. Still, I always have to stay alert, to make sure my value isn’t underestimated in a world where automation keeps reducing costs.

One of the reasons why I chose the e-commerce field was precisely because it was too complex for general users but I kind of enjoy handling the complex system: order system, review, product options, categories, social content integration. Every layer of it requires close collaboration and communication at least enough to understand what clients truly want.

An Opportunity or Another Platform Collecting the Money?

Shopify recently announced its integration with ChatGPT through OpenAI.
AI helps people make decisions. Once the chatGPT integrates Shopify's checkout system, people will be able to purchase directly inside their chat.

The new shopping flow is emerging.

Recommendations, comparisons, real-time data checks (prices, inventory, images, and variants) and even checkout are all within one conversation.

In that announcement, Shopify explained that the merchants don't have to do anything since they will handle the integration with ChatGPT by providing their information via APIs. In other words, your products will soon be purchasable inside the AI conversations.

It feels like Iron Man's Jarvis is finally coming to life - no longer a story in the science fiction. We've entered the era of agentic commerce.

Right after the announcement of Shopify integration with chatGPT, countless newsletters and articles were published about how to prepare and what the merchants need to know like this:

These headlines - what brands need to know / act now! / gain an edge before it's too late - make me anxious. Just considering SEO and now even this new concept of GEO(AI-driven “Generative Engine Optimization,” optimizing content for visibility within AI-generated results), already feels suffocating.

And in the end, all the money flows upward to the big tech companies that own the social platforms, the search engines, and now, perhaps soon, OpenAI. Their revenue structure feels bizarrely distorted: a system where small businesses spend endlessly just to be seen, while the real profit flows upward to the platforms themselves.

It’s frustrating, yet I can’t stop studying SEO, setting up Google Analytics, and optimizing this blog so more people can find it, because I, too, feel like I only become valuable when I’m discovered.

Do Not Rush, Savor the Moments

As technology advances, I always feel this pressure to know everything. Understanding the next tool and preparing for the next trend feels the most important thing for survival almost like an obsession that makes it easily to overlook the human values hidden underneath. And sometimes I end up exhausted before I even begin.

But I love consumption - discovering, curating, buying, trying things on, savoring every step of it. Amid all this noise and anxiety, I still find myself excited by things made through human hands.

Yesterday, a friend reached out, asking me to build an online store with a beautiful editorial or journal section.

That message instantly made me happy.

I’ve always been drawn to people’s vivid, living stories and creating spaces where those stories can be collected, layered, and shared will always be deeply exciting to me.

It reminded me that I don’t have to be consumed by the rush by how fast technology evolves, or how soon I might fall behind. Even if I can’t completely escape my FOMO and will probably keep chasing every new tool that comes my way, I want to stay close to moments of joy and genuine curiosity and write them down before they fade.

Maybe staying human simply means not rushing but noticing the moments that remind us why we began creating in the first place.