Beyond Checkout: Discoverability with Nina Pütz from parfumdreams

Discoverability and agentic commerce: The new retail ecosystem explained

AI agents are increasingly helping to make or guiding purchasing decisions. This trend is changing the whole question of where and how products should be visible. Discoverability is set to be a critical competitive advantage.

In our interview series “Beyond Checkout: Leading Minds in Commerce,” we talk to decision-makers about the future of digital retail. Nina Pütz, CEO of parfumdreams and Niche Beauty, explains why data quality, platform readiness, and a fully AI-native customer experience are becoming more important than reach alone.

What’s the most overrated development in commerce in 2026 – and what’s greatly underestimated?

It’s clear that, sooner or later, agentic commerce will become a defining factor in the industry. Market researchers expect that agent-driven purchases will account for as much as 30 to 45 percent of sales within five to ten years.

One aspect of commerce that’s still often underestimated is the importance of payment systems. The quality of payment integration into a retailer’s platform determines whether a transaction is completed or abandoned.

In what areas has AI truly brought about structural change in the ecommerce business, and where has it been more of a well-intentioned experiment?

In ecommerce, we’re currently experiencing a fundamental paradigm shift from the visible online store as the primary touchpoint to an AI-driven retail ecosystem. AI is evolving from an efficiency tool into a direct customer interface – and that is most definitely a structural change.

When was the moment that you realized that AI has to be integrated into core processes rather than simply being an add-on?

There wasn’t a single specific moment. Because I started my career in retail tech, it quickly became clear to me that AI isn’t just a nice-to-have – it has the potential to permeate all business processes.

If you were to redesign your digital business model today, what would be conceived as AI-native from the outset?

The entire customer experience. As product searches migrate from search engines to AI agents, and AI helps prepare or even makes purchasing decisions autonomously, retailers need to be ready for this at every touchpoint. At parfumdreams, we are ready.

What decisions do you still deliberately choose to make without AI?

Important HR decisions, for example. AI can’t replace the human ability to judge character.

In 2026, what strategic challenge related to AI in commerce keeps you awake at night?

Discoverability is the new gold standard. We’re working hard to prepare our product data and make it available in a structured, API-ready format so that AI agents can find and recommend us. It’s having the best data architecture that matters, not the biggest marketing budget.

How much can the customer experience be automated before it feels impersonal?

It’s a fine line. The trick is to combine automation with a highly personalized way of engaging the customer, such as by making recommendations that precisely match individual preferences.

We’re already using AI very successfully in our customer service. At parfumdreams, over 50 percent of all inquiries are now answered by AI and resolved on the very first contact.

If everyone has access to the same tools, how will commerce businesses differentiate themselves in the future?

Through personalization, speed, advice, and customer service – and by offering a distinctive portfolio of products. The ecommerce retailers of the future will always be curators as well. Niche Beauty is a prime example of this.

What role do online stores play in commerce strategy today – particularly in the context of marketplaces, platforms, and social commerce?

A company’s own online store is now just one touchpoint among many. The ability to embed products into ecosystems – from a technological, logistical, and data-driven perspective – is what will make the difference.

Who will set the rules of the game in commerce in the future: platforms, brands or whichever retailers have the best access to customers?

In the future, size, relevance, and profitable growth will depend on data quality, platform readiness, speed of integration, and seamless access to customer ecosystems. To put it simply: The best tech platform will be the winner.

Which is currently more dangerous in ecommerce: being too slow to adopt AI – or too quick?

You really can’t move too quickly these days. Agility, attention to detail, reliability, system stability – bringing all of these factors together is key.

How do you organize collaboration between technology, data, and operational teams in commerce?

We bring all the functions together around one table and focus on strong operational excellence. The era of silo thinking is definitely over.

The takeaway: Discoverability is the new gold standard

Discoverability determines which products are found, understood, and recommended by AI agents. This shifts the focus of competition from reach to data quality, platform readiness, and an AI-native customer experience. Companies that lay these foundations today will gain a critical advantage in the commerce landscape of tomorrow.

Want to learn more about visibility in the AI era? Our story “Discoverability – the Future of Visibility” explores this topic in greater depth, including what AI systems need from online stores.

Find out how to prepare your store for autonomous AI agents and ensure your business is best positioned for the future at DMEXCO 2026. Secure your ticket now and discuss the future of commerce with industry leaders!