At MPE Berlin 2026, Fabian Muessig, head of solutions engineering, EMEA at Shopify, discusses how AI is starting to change product discovery, shopping journeys and the way merchants think about digital commerce.
He shares why orders coming through AI channels are already rising, why merchants need to rethink their view of bots, and how conversational search is changing the path to purchase.
The conversation also covers agentic storefronts, Shopify’s work on a standardised protocol for AI agents, and what all of this could mean for the wider payments ecosystem as more transactions begin upstream of the checkout.
