Stefan Hamann · Shopware · Agentic Commerce
Commerce has a new player.
People set the goal. Agents do the work. Merchants shape what makes their business distinctive. The new handbook connects the pieces.
Read the complete book online or as a PDF. Kindle & hardcover coming soon.
01 / The new book
One book.
The whole shift.
A handbook for people shaping the next era of commerce. Strategy, experience, protocols and autonomous shop operations – connected by one question: what actually helps merchants and their customers?
A suitcase needs to arrive by Friday. Simple enough. Until the agent has to place the order.
We follow that request from the first intention to delivery. It makes the big questions tangible: who decides? Who may act? What makes a merchant distinctive? And how does assistance grow into autonomous operations?
Deutsche Ausgabe
Auf Deutsch.
Das vollständige Handbuch. 21 Kapitel, sechs Anhänge und alle Quellen.
amazonKindle & HardcoverBald als Kindle und Hardcover auf Amazon.
English edition
In English.
The complete handbook. 21 chapters, six appendices and all sources.
amazonKindle & HardcoverComing soon on Amazon: Kindle and hardcover.
With original screenshots, practical examples and a suitcase journey through every chapter.
A small suitcase story · 30 seconds
Small suitcase.
Big plans.
This suitcase has big plans. Full speed gets him nowhere. Blending in doesn’t help either. Luckily, a compass has a better idea. A little animated film about finding your own way.
↓ Download film · MP4 · 30sRead the story and on-screen text
An orange suitcase spots the book, the destination of his journey: “Small suitcase. Big plans.” He confidently accelerates, hits the “One size fits all” barrier, and looks sheepishly at the audience. Under “Copy. Paste. Repeat.” he puts on a grey disguise and joins identical cases. The line takes him in a circle: “Again.” A friendly agent compass notices him and helps remove the disguise. The suitcase grins, puts on a bow tie and finds his own route. The compass opens the “Discover”, “Connect” and “Buy” gates. One leap brings the suitcase to the book; the compass lands on his handle: “Made it.” Closing text: “Pack for your next chapter.” Read Stefan Hamann’s complete book free in English or German online or as a PDF at agentic-commerce.sh/book/. Amazon, Kindle and hardcover: coming soon. Original instrumental music and cartoon sound effects, no speech.
02 / Three perspectives
What is
actually changing.
Agentic commerce changes customer access, software and the business beneath it. These three threads run through my work.
From browsing to getting things done.
When a customer asks for an outcome, the whole purchasing journey changes. Product knowledge, delivery promises and consent need to connect.
Explore in the book
Experience becomes more valuable.
The time people choose to spend with a brand deserves attention. Helpful advice and distinctive offers give purchasing meaning.
Explore in the book
Merchants gain room to build.
Coding agents make custom software and distinctive processes more accessible. An open core becomes a foundation for new entrepreneurial freedom.
Explore in the book
03 / Lab & projects
Ideas need
a working experiment.
In the Shopware Agentic Commerce Lab and my own projects, questions become prototypes, tools and new approaches to commerce.
Shopware Agentic Commerce Lab
From an idea
to a working experiment.
We explore shopping assistants, open protocols, offers and approvals. The whole workflow matters: from customer intent to an executed action. Original captures in the book show what we build to explore it.
From the Shopware Lab
Shopping Assistant Starter Kit
A shopping assistant in the merchant’s own shop: customers can ask questions, compare products and add suitable items to their cart.
Explore projectFrom the Shopware Lab
Merchant Quote Agent
A B2B customer asks for a better price. The Quote Agent responds within the discount limits set by the merchant.
Explore projectFrom the Shopware Lab
Agentic Experience Protocol
A product is more than a name and a price. AXP brings variants, configurations, quality signals and embedded experiences into an agent’s interface.
Explore projectShape the shift together.
The Agentic Commerce Alliance brings merchants, technology providers and other participants together around merchant interests, open collaboration and practical guidance.
Explore the Alliance · Chapter 18Agentic Readiness Scanner
Can an agent understand your shop?
The scanner examines publicly visible signals across eight categories. A practical starting point for improving product data, discovery and connectivity.
Check your shop04 / Publications
The thinking
has a history.
I have been writing about agentic commerce since January 2025. The new handbook brings the threads together. The original articles, talks and whitepapers remain available with their publication dates.
Which AI model builds the better onlineshop
Stefan Hamann · ArticleI Stopped Building Pages and Started Generating Worlds. Anatomy of the Storefront That Comes After Yours
Stefan Hamann · ArticleAgentic Commerce Is Not Dead. The Discovery Layer Just Moved.
Stefan Hamann · ArticleCommerce Is Quietly Changing Hands
Stefan Hamann · ArticleAgentic Commerce 2.0: The Next Era of Commerce Has Begun
Stefan Hamann · ArticleAgentic Commerce, Now Real: Shopware Launches ACP with a Live PayPal Prototype
Stefan Hamann · ArticleBrowse all articles and talks (25)
Agentic Commerce: A Market Reset Beyond Copycat Strategies
Stefan Hamann · ArticleWhen AI Meets Reality: What Anthropic's Project Vend Teaches Us About the Future of Agentic Commerce
Stefan Hamann · ArticleInterview with Nick Dunse on Youtube
TalkFrontends That Breathe: A Glimpse into Intent-Aware Commerce
Stefan Hamann · ArticleSOFTWARE ATE THE WORLD—NOW AGENTS ARE DEVOURING E-COMMERCE
Stefan Hamann · ArticleBlink, and It's Bought: AI Agents Ignite the Age of Agentic Commerce
Stefan Hamann · ArticleWhen Customers Turn Into Code - The Playbook for Machine to Machine Commerce
Stefan Hamann · ArticleGood-bye Click-Path, Hello Thought-Chain: Unlocking the Upside of Agentic Commerce 2025
Stefan Hamann · ArticleAI is Eating E-Commerce for Breakfast - Agentic Commerce Just Took the First Bite
Stefan Hamann · ArticleWhen Code Writes Code: A Quiet Revolution in eCommerce Engineering
Stefan Hamann · ArticleHow AI-Powered 'Vibe Coding' Helped Me Write 140,000+ Lines of deployable Code
Stefan Hamann · ArticleAgentic eCommerce: Unlocking Next-Generation Differentiation
Stefan Hamann · ArticleAI and Virtual Try-Ons in Fashion: A Deeper Dive into the Tech That's Changing eCommerce
Stefan Hamann · ArticleAI Agents, APIs, and the Great eCommerce Disruption: Why We'll Never Have to Do 'Manual Updates' Again
Stefan Hamann · ArticleShopware's Strategic Vision in Spatial Commerce and AI Integration
Stefan Hamann · ArticleClippy's Comeback: Navigating the Maze of E-commerce with Microsoft's New AI-Powered Shopping Tools
Stefan Hamann · ArticleThe Dawn of a New Multimodal Era: OpenAI's ChatGPT Levels Up & What it Means for Commerce
Stefan Hamann · ArticleThe Yin and Yang of Commerce: When Logic Met Artistry
Stefan Hamann · ArticleRiding the AI Tsunami: A Commerce Odyssey in the Age of Machine Minds
Stefan Hamann · ArticleEarlier strategy books · January 2026
Good questions
move us forward.
Agentic commerce, a project of your own or a different perspective?