At MPE 2026, Fabian Muessig, Head of Solutions Engineering for Shopify in EMEA, highlighted a major shift in the commerce landscape: the transition from human-centric keyword searches to optimization for “non-human buyers.”
Muessig noted that orders originating from AI channels have increased 15-fold, signalling that agentic AI, which can handle discovery, product search, and full transactions, is no longer a future concept but a current reality.
To address this, Shopify has moved beyond traditional checkout silos to offer a unified commerce platform and Muessig explained that this approach integrates everything from brick-and-mortar retail and B2B to social marketplaces and agentic commerce. By placing payments at the core of the full commerce context, Muessig says merchants can reduce complexity and resolve shopping issues before they ever reach the payment layer.
A significant hurdle in this new era is that current bots often rely on scraping and guessing, which leads to failed settlements, a risk no one wants in payments. Muessig also discussed Shopify’s solution: the Unified Commerce Protocol (UCP), developed in partnership with Google; this standardized language serves as a translation layer between AI agents and merchant storefronts, providing the necessary foundation for businesses to successfully serve non-human customers.
Despite the focus on automated agents, Shopify emphasized that events like MPE remain vital for their human element. While the industry discusses the technicalities of agentic commerce, Muessig believes the inspiration gained from networking and staying in contact with colleagues is what ultimately helps professionals prepare for the changes ahead.
