{"id":20807,"date":"2025-12-23T08:28:12","date_gmt":"2025-12-23T05:28:12","guid":{"rendered":"https:\/\/quicklizard.wpenginepowered.com\/blog\/the-four-waves-of-shopping-how-agentic-pricing-is-redefining-retail\/"},"modified":"2026-09-30T06:59:17","modified_gmt":"2026-09-30T03:59:17","slug":"die-vier-wellen-des-einkaufens-wie-agentische-preisgestaltung-den-einzelhandel-neu-definiert","status":"publish","type":"post","link":"https:\/\/quicklizard.com\/de\/blog\/the-four-waves-of-shopping-how-agentic-pricing-is-redefining-retail\/","title":{"rendered":"Die vier Wellen des Einkaufens: Wie agentische Preisgestaltung den Einzelhandel neu definiert"},"content":{"rendered":"<p class=\"wp-block-paragraph\"><span style=\"color: #666666;\">Retail is entering a new era where autonomous, agent-driven pricing decisions shape how consumers shop and how businesses compete. In this on-demand session, industry experts explore the four waves of shopping evolution and explain how agentic pricing moves retailers from reactive pricing to intelligent, real-time decision-making. <\/span><\/p>\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"[Webinar] The Four Waves of Shopping - the Future of Retail | Quicklizard x Accenture x TikTok Shop\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/yt-KylJkqNQ?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n<details class=\"ql-transcript\"><summary>Transcript<\/summary>\n<div class=\"ql-transcript-body\">\n<p>So, welcome everyone. I hope everybody had a shot of caffeine after lunch so we can start energized in that session. Fabin, CPO and pricing expert at Quig Lizard and I&#039;m really excited um to welcome you to today&#039;s session about the four ways of shopping. Before we begin, please note that this webinar is being recorded and we&#039;ll make it available after the session. So you can have a look or forward to friends. Over the next 30 minutes, we will explore how the shopping experience is evolving from the way consumers discover products on platforms like Tik Tok to how AI reshapes the journey of inspiration to purchase.<\/p>\n<p>And finally, and most important of all of all for me, how pricing technology is tying this all I&#039;m joined by two fantastic guests, Katherine Schwan, managing director and head of AI and data at Accenture Dak um who will share how AI is redefining the consumer journey and Ilia Simeno, strategy and operations leader at Tik Tok shop Europe who will give us inside look at how social commerce is reshaping We&#039;ve got a lot to cover so stick with us. Um the Q&amp;A is open. If you want to drop a question, just do so anytime. And now, let&#039;s get started. To warm up, we begin with the first two waves. Um, and I keep them short and easy because they are the ones everybody is probably well aware of before we move to the more interesting stuff later on. Starting with way one, category browsing.<\/p>\n<p>So that actually was the era of department stores in the offline world and their transition or translation into the online space. I would call it like category browsing based shopping. Products are organized by the category tree and you browse along the different um elements and categories to find what you need in a physical store along the shelf in a virtual store in the category tree. These are things or shops like Yahoo and everything is structured by the way the products are systematized in Germany or Europe. Um, Zuplas is one of the players coming out of that time. It&#039;s the late &#039;9s when they started. They are still very successful. And if you look at the web shop, you already see like that structural approach towards shopping. Wave two, I would say starting uh in 2010, it&#039;s what I would call what we would call search and filter based shopping.<\/p>\n<p>So instead of browsing through the shelf or browsing through the category tree, the consumers actually type in the specific product, the specific requirements into the search window and then the shop is showing the results. I think the biggest and most prominent player in that game is Amazon. And customers usually don&#039;t try to navigate through millions of products. They just type it in the search bar. The next wave now we are really coming to the interesting stuff. You could argue it&#039;s inspired by teles shopping. Um but I&#039;m sure there is much more and u many many new inventions coming and that&#039;s what we would call social shopping or discovery commerce. Ilan, Tik Tok shop has become such a powerful engine. Can you tell us how Tik Tok shop is changing the way people are discover and buying products? &gt;&gt; For sure.<\/p>\n<p>Thank you Vivian for the introduction and very excited to be here and to share a little bit about the growth of Tik Tok shop and its origin um and its expansion now across the different European markets. To take your um description, I would even put a wave zero in the beginning because before we had department stores, right?<\/p>\n<p>We had sort of one-on-one shopkeepers and this interaction between the shopkeeper who had some stock to sell, who had some products that came with different stories and the actual customers that would face them is something that has been lost firstly in the department stores and then especially as we expanded into the e-commerce browsing catalog style that you know is so common today and it&#039;s of course a great invention but at the same time there&#039;s an element that has been forfeited throughout this whole journey and Tik Tok shop in many ways brings us back to that original interaction between the shopkeeper and the patrons the different customers where especially through the live shopping modality about which I&#039;ll speak uh you know throughout this session uh we gave back the ability of the of the different shopkeepers the different sellers to connect directly with the customers to showcase their products to tell the stories of their products and to also respond and interact with the customers during the live um shopping session.<\/p>\n<p>The big difference is of course where a shopkeeper would be able to interact with one two you know m maybe a couple customers at once in a live shopping session you have hundreds and thousands of customers um thousands thousands of potential buyers and that&#039;s how really Tik Tok shop has scaled originally from its origin in China in 2020 um through then scaling into the other modalities as well and currently in the UK we have six 6,000 live sessions every single day that are happening on the platform from all kinds of categories, pre-owned collectibles, home cleaning, um, pet supplies, you name it. Um, and similarly, this is now expanding to Germany to other um, European countries. What&#039;s really helpful is that this format allows the buyers to understand in real time how does this item potentially fit their wardrobe, fit their home. It&#039;s very popular in fashion for example.<\/p>\n<p>Um and then the sellers similarly can showcase their products and to really describe their different features in a way that they see fit and they would describe rolling sets of fe sets of products. Um for me when I attend these live sessions both as a viewer but especially if you have a chance to attend some of them in person being there in this live setup which is a very interesting um high-tech setup where you have different cameras screens with a lot of data because it&#039;s very important to analyze it to minute detail and understand what interacts better with the consumers to then adjust and tailor the script. You get the true energy from the live hosts and also from this whole um selling environment.<\/p>\n<p>What&#039;s adjacent to live shopping is of course the shoppable video which is a different way where you can sort of freeze in real time your proposition as a merchant or as a creator which are a very important part of our ecosystem and then projected um not in real time but sort of in this recurring fashion when the consumer is able and excited to browse um and the these are some of our core pillars. We also do uh searchbased shopping on Tik Tok um shop as well if you&#039;re able to access it in the app. But at the same time, the distinctive feature that Tik Tok shop has um is really the discovery commerce angle that&#039;s exemplified by the live shopping uh that is real time and then secondly by the shoppable video which is a sort of this frozen projection that the merchant or their creator does. &gt;&gt; I think you you brought up a good point. The waves are not there to disappear. They are persisting.<\/p>\n<p>You said there is search within Tik Tok and you see Amazon is still successful. Uh Zuplas is still successful. So it&#039;s not like one wave coming after the other. It&#039;s actually more options for the shoppers to to get buying and also probably depending on the shopper style what format and platform he prefers. Um maybe now moving to the fourth wave which is about to emerge. Katran. So why discovery commerce is actually in the in the I would say in the uptake of the hockey stick uh a new trend is already uh coming up and emerging agentic commerce. Accentra has been at the forefront of that topic and how do you see AI agents transforming the consumer journey? What are the biggest challenges when it comes to data ethical concerns uh that companies face when when going for more for personalization? &gt;&gt; Yeah. Well, thank you so much um Favian and Ilia.<\/p>\n<p>It&#039;s really good to be with you on this webinar. I hope I&#039;m audible. Is that cool? Perfect. Perfect. So um Agentic and I think what you just said I is absolutely true. It&#039;s not like these are sequential waves and the first one is no longer success or anything but I think Agentic is actually adding yet another layer, another option for consumers to spend the money and also for obviously a B2B commerce uh to emerge. And um just to make that a little bit more transparent um think about agents as little helpers that will be having um shopping decision making it including um also the authority to fulfill with regards to payment and also then potentially process returns and everything. Um so you can already see how this is actually quite helpful for to us humans right now. But I would agree that um it&#039;s just another way of um how we purchase.<\/p>\n<p>It&#039;s not um necessarily replacing any of the other waves. It&#039;s just adding more options in such a way it&#039;s positive to me. It actually fits into this view of the center or human where you are enabled by a little bit of a digital exoskeleton uh to actually you know even do more smart purchase decisions. Let me pick two examples. Um so for for instance I was shopping for an electric toothbrush uh which is usually not an item where you say well branding plays a significant role such as like I would be purchasing like a designer handbag let&#039;s say and um the electrical toothbrush has also some additional services like for instance warranty um how do I return where do I get accessories for it and so on and so forth.<\/p>\n<p>So I&#039;m as a human I&#039;m actually really prone to what you described IA watching a video how does this work hearing a story of somebody who already uses this toothbrush like for instance an influencer who shows you know also a little bit the pitfalls potentially a little bit of gamification around it this is how I shop but then there is this other way which is also important for the decision of course the pricing as you rightly say Fabian plays a role there&#039;s a huge difference and I as a human take a ton amount of time to obtain the transparency across all the offers that are accessible to me digitally. Second, warranty uh what are the terms and conditions and so on and so forth.<\/p>\n<p>And here Agenti can truly help me by actually going out there on my instructions and making these also let&#039;s say components of my purchasing decision very transparent to me and this is where I&#039;m believe uh agentic will actually reset the art of shopping the art of purchasing because it will help us surface these sorts of aspects whereas we know it&#039;s not as strong in what&#039;s also important to our purchasing as in like brand loyalty um uh anecdotes uh user experience that comes with an emotional flavor and so on and so forth. So all in all I think we are up for a very interesting new aspect in this uh further now last wave of shopping that we see happening right now. &gt;&gt; Well you you&#039;re calling it last wave of shopping. Who knows maybe there&#039;s a fifth wave of shopping. &gt;&gt; You&#039;re right. This is now the the question I would say now you being at the forefront of these developments on shopping.<\/p>\n<p>What do you think is going to be the next thing or what are the key trends that are happening and changing shopping going forward? Is it deeper personalization? Is it more immersive experiences or what&#039;s what&#039;s coming next? Ilia, do you see that I guess being a Tik Tok shop you&#039;re like at the forefront? What it means like picture catching up the demand signals? anything you can observe already?<\/p>\n<p>Yeah, I think being on our platform it&#039;s really exciting in the sense that it&#039;s constantly evolving as we see it scaling originally from sort of China during the pandemic to globally now and firstly was really heavily live focused then it was the sort of shoppable video became a bit bigger then also just the regular searchbased shopping is expanding as well and actually for us in China regular searchbased shopping is one of the priorities because if the goal of the company which it is is to sort of become number one um e-commerce player in the country. You cannot do it by discover e-commerce alone. So it&#039;s really interesting how it&#039;s all intermingles in in the sense um go looking ahead to 2026 particularly for the UK and the EU um I would say that two of the trends that I would see most are number one are further scaling of bigger D2C merchants on these different channels.<\/p>\n<p>D2C as a sort of channel with paid marketing acquisition is of course an important one but with the emergence of discovery commerce this really presents a great opportunity for D2C players as well as also enterprise players who are excited to embrace these different shopping modalities. Um on Tik Tok shop here in the UK we have examples of both some of the bigger the more established brands that are really sort of launching and scaling significantly on the platform. For example, in June, we had Crocs launch and with a couple of their different quirky items that are tailored towards Tik Tok shop like a special AirPods case and different types of uh footwear. Um, which is of course a, you know, a huge established uh brand.<\/p>\n<p>At the same time, we have brands like Yasine, which you probably wouldn&#039;t have heard of, but it&#039;s actually a creator that has turned into a brand and now is it&#039;s one of the biggest brands in home care in the category. and they&#039;re really able to leverage their both ability to uh harness the the quality of the product but then also the ability to properly tell the product story to the consumer.<\/p>\n<p>Um and currently on Tik Tok shop uh here in the UK we have over 200,000 small businesses that are growing on the platform and many of them are becoming to be really scaled enterprises of their own um uh nature and I think 2025 was a big turning year that we&#039;re also now replicating in Germany and other countries as well where we really are have be become bigger and bigger with these bigger um more localized bigger enterprises and also scaled SMBs um M&amp;S, Little Sainsbury&#039;s, Shark Ninja would be some of the other ones, some of the other big bign big name brands that have joined on the platform um as well over this time. I think this the other element is the further scaling of lives. Live is a hu it&#039;s a huge right in many countries, right? It&#039;s the number one shopping modality for Tik Tok shop when it comes to China, when it comes to Southeast Asia. In Europe, it is smaller.<\/p>\n<p>It is somewhat bigger in in the states. But it&#039;s also very interesting that this is an area of opportunity, an area of growth where there&#039;s a way there&#039;s an opportunity to shape consumer habits and to use it as a new medium to help discover your products and help also uh users understand you know your brand story. Um and it&#039;s it&#039;s very interesting to see how that is actually evolving and scaling uh amongst the community too. And um for example, this year we also had QVC launch on the platform. Um which of course is the uh OG of live shopping if you will. Um and I was just with them yesterday and it&#039;s really exciting to see how they are trying to pivot more and more of their resources towards some of these live shopping uh medium predominantly Tik Tok shop but also some of the other ones that are emerging. eBay has launched their own live shopping uh with a bit of fanfare.<\/p>\n<p>So from our point of view, it&#039;s really exciting to see more competition appear because that actually helps develop the whole category. Uh so we see we see whites space as the bigger opportunity versus the danger from the &gt;&gt; Thanks uh a lot. Uh Katherine, anything that you see beyond that especially with the through the lens of agents? &gt;&gt; Yeah, in fact I see the effects along the lines that you described.<\/p>\n<p>Um I think there is a lot of opportunity now for previously let&#039;s say smaller players that are yet unknown since agents are not so prone to let&#039;s say brand loyalty these sorts of emotional things unless you specifically prompt um I think there is a big chance specifically for new brands to actually emerge if they get the homework done with regards to how do I cater to specific agent requirements when it comes to making purchasing decisions and acting on Um, and there is some some technical stuff that one has to look after, but it&#039;s nothing that&#039;s impossible even for small businesses. So, I&#039;m seeing as direct to agent an alternative and potentially also complimentary way to what you&#039;re describing uh with regards to a full shopping experience and live shopping and and all these things.<\/p>\n<p>So, I&#039;m not necessarily even seeing a conflict because I believe there are some goods that are actually very prone to to life shopping experiences, whereas others are potentially more prone to okay, I just need to kind of get it done very effectively. Um, and it&#039;s also an opportunity for um for marketeers for I think also for um producers of products to see which way do I want to invest in and what do I have to watch out for. One of the dangers that I&#039;m actually seeing emerging is that there is still some let&#039;s say unclarified security and compliance questions around execution of um shopping decisions through agents. For instance, sharing banking details, you know, uh responsibility and accountability of shopping decisions having been taken. They go all the way right into warranty.<\/p>\n<p>uh if an agent is actually you know filling and and taking care of a warranty agreement with a company is this is this something that is actually legally binding? Can it be that company for instance delegates this key part um shopping to an agent and then actually closes a um let&#039;s say um a a veritable um warranty agreement with that company. These are the things that I think still need to be clarified. Otherwise, I also see um lots of opportunities specifically also for small businesses as a complimentary way to for instance live shopping. &gt;&gt; May maybe just to uh build on this, I think that in some ways discovery commerce through lives and through uh short videos is quite complimentary to agents, right?<\/p>\n<p>If you think agents are probably going to cannibalize more of the searchbased shopping which consumers would have done themselves versus discovery commerce it&#039;s apiary the current modality and you know in three years and 5 years the modality would shift but it&#039;s directly to the consumer so the agent cannot get as an intermediary between the merchant and the consumer which is a bit of a I think a unique ability for the merchant to speak directly to the consumer and to bypass agents which for some merchants right may be very positive but Then for some others they may be a bit more of a disintermediation factor. &gt;&gt; Interesting. I mean this is a lot of change happening at the moment on the market. Now looking at all that through my pricing lens um curious to see what that means.<\/p>\n<p>I mean if we think back about the category based shopping it was mainly about having a proper price architecture on consistent pricing because that&#039;s also the way shoppers were navigating in in in their journey like having a proper pack price architecture the brand price letter having a curated shelf that&#039;s what you had to do and that was also a rather simple task in pricing in the next wave of searchbased shopping competition became the key lever because it&#039;s very easy to look for the same product at different websites in different shops and it&#039;s super important to have the right price relative to your competitors all the time and if there have been changes you could always do like a proper analysis of the latest keyword trends so you can adapt over time to the change in the search behavior.<\/p>\n<p>Now the big disruption with um discovery shopping and agentic shopping in our experience is there is no curation there is no long-term search trends anymore like very short-term trends can arise and products that you would have said they are longtail in the past they are not longtail anymore there is no long tail anymore like any point of time there could be limelight spot on a specific product that you would never have thought of would trend up and that means for pricing you cannot just focus goes your pricing on your top sellers, on your KBIs, on the on the latest trends. You need to be always ready for the pricing of every product because everything can become a trend tomorrow because of some influencer trending it up because of some agents finding that this product seems to satisfy very specific needs and user requests.<\/p>\n<p>So that&#039;s really the big challenge and that&#039;s obviously something you cannot do with a manual approach of of price optimization. That&#039;s something where clearly automation and optimization with datadriven signals uh will be essential um to make sure that once these trends are rising up that you&#039;re ready and that the prices are ready and you&#039;re um able to earn money from from sale one and you&#039;re even able to um adapt quickly and potentially optimize according to the trend cycle and the trend curve. So that is uh I would say the key thing that we see on the pricing side. Katherine, you looked like you wanted to comment or add.<\/p>\n<p>&gt;&gt; Yeah, it&#039;s a it&#039;s actually also an advantage I think for producers because um often times specific features that should actually influence, you know, the value of a product to a consumer are not surfaced uh enough like for instance, you know, we are producing sustainably. We are only using such and such ingredients and so on and so forth. Sometimes it&#039;s just not surfaced right through the marketing. However, with an agentic framework actually completely scraping this data or actually even being given through API a legal access where you can you know curate what actually you tell um this agent to then inform a purchase decision. Um that&#039;s something where I see big big chances big potentials also specifically what you call the longtail now nowadays longtail products and I agree the longtail will go away.<\/p>\n<p>So what we will however see and that&#039;s uh to me um adding fierce competition is a lot more transparency around pricing regarding what are your added services what are your quality features things that humans do not necessarily research in this depths and breath um that will now inform purchase decisions and also we will be seeing very unemotional through agents because the you You don&#039;t have to face a human and and look them in the eye and say I want 10% less which some people can do but some cannot. The agent is free of these emotional attachments you know to a person or or any sort of like shame or something. Um but this will be putting pressure on the pricing. Um it will with the more transparency I think we will be seeing a tendency of prices going down. Um so um that&#039;s what I foresee when Agentic will take over or will become more popular in taking purchase decisions.<\/p>\n<p>&gt;&gt; Sounds very reasonable and uh from a pricing lens I don&#039;t want to add anything more to that. Um despite one observation if you think about it that like black and white the agents are like as you said the more rational unemotional shopping the discovery is the exact opposite. It&#039;s the emotional inspirational shopping. So it&#039;s two different target audiences. At the same time, it also can be complementing each other. Uh it&#039;s really interesting to see what&#039;s coming in the next years. Um with that, um I think we are done with our main content or with our main discussion points that we have prepared and just uh checking if there&#039;s any questions from the Q&amp;A and audience that we want to pick up. Uh and then happy to end like after roughly 30 minutes. I know it&#039;s scheduled for 45 minute LinkedIn, but I think 30 minutes is the right time to aim for. But let&#039;s first see at the Q&amp;A.<\/p>\n<p>&gt;&gt; There&#039;s something. Let me have a look. Ken, ready? There is one for you. What&#039;s a very practical step a retailer should take uh this this quarter to prepare for agentic commerce? So, that&#039;s a very concrete question. &gt;&gt; Yeah. Um a agents usually don&#039;t interpret um anything that humans appreciate very well like for instance images uh PDFs in in sort of like forms or any of that. Make sure that you have that data that informs purchase decisions in a machine readable format for applications. Provide API so that agents can easily um enter the app and get the required information. Be very clear and concise. uh don&#039;t do the let&#039;s say marketing waffle that you find sometimes on pages.<\/p>\n<p>In any case, depending on how you actually gear towards um the audiences, potentially think of actually um let&#039;s say a nonhuman readable version of the page that is only for agents depending on how far you actually want to take it. Uh but these are effectively the two different needs. A human is very much geared towards an experience towards emotion consuming pictures not in much liking of long text whereas an agent actually wants clear structured information. It has to be machine readable. There is no emotions unless specifically prompted that will turn the purchase decision towards such a product. This keep that in mind.<\/p>\n<p>some practical tips and um what I would be saying is test and try is uh the name of the hour the name of the game now because this is a very very new field so um practical evidence is still let&#039;s say quite shallow that makes sense now let me pick one last question and to make it fair IA I I&#039;ll find some for you and then everybody else who has not yet answered or who has questions after the webinar, just feel free to to ping us. I mean, you have the contact details from LinkedIn. But Ilio, now for you, for brands new to Tik Tok shop, what&#039;s the single most effective content format to test first? &gt;&gt; Um, I think it uh that&#039;s a great question, right? I think as a brand scales on Tik Tok shop, it&#039;s quite important to try different types of content, right? Both shoppable videos and lives are important if you want to scale.<\/p>\n<p>Typically, we would see a brand starting with shoppable videos and making sure that there are different creatives available to try it out. And it&#039;s super super super important to also work with influencers and uh creators and you can of course curate it to pick the influencers that are most aligned with your brand. But we see um creators as the really important second side of the coin because while you as basically as merchants right as sellers you are best at selling at the same time when it comes to creating content nobody can do it better than some of our creators and we see creators that are are achieving sort of fantastic results.<\/p>\n<p>Um just yesterday we had our um annual awards and there we recognize some creators who have achieved for example half a million dollars in sales in a month or over a million dollars in or a million pounds in sales in a quarter just to recall a couple of them in beauty and in electronics respectively. So they&#039;re are quite professional actors who can really help you scale the brand. um where from from the merchant side it&#039;s important to send out different product samples so the creator can properly experience and then portray and advertise the product. Um, as you scale, it&#039;s then important to also consider live as a shopping modality, but that&#039;s typically sort of the next frontier, which happens quite quickly, but typically happens after short video.<\/p>\n<p>And there being able to create an engaging live environment um doing it yourself or also um working with creators to do creator life for you are different modalities to help you scale there. Um but typically what we see working best is um of course quality of the content matters but also the quantity of production is probably an even more important factor for two reasons. One is that as you produce more and more uh content the quality actually goes up because there&#039;s a sort of a natural learning curve. Secondly the algorithm that&#039;s behind Tik Tok is also kind of the same but of course adapted algorithm for Tik Tok shop. So it&#039;s able to deploy your creatives and your products better to the consumers and the more creatives that there are available the more it&#039;s able to test what works better with what kind of audience and then make very personalized suggestions to each different consumer.<\/p>\n<p>So, in a way, it&#039;s better to have 100 pieces of content that you&#039;re creating with the help of creators over some period um versus 10 because then those 100 pieces can be deployed and there&#039;s probably going to be a couple of hero uh videos that are really making uh making, you know, the biggest sales. &gt;&gt; I&#039;m kind of detecting some kind of a pattern. It seems to be about testing and learning along the way. And I can only underline that&#039;s also the same for pricing. It&#039;s a pricing journey to test different things and learn along the way. With that, ending exactly after 30 minutes because we started 2 minutes late. Um, I want to thank you Katherine and Ilia very much for taking the time and also the audience for active participation and feel free to reach out to us after the webinar anytime if you want to get in touch and have any &gt;&gt; Thanks so much. &gt;&gt; Thank you. &gt;&gt; Have a good day.<\/p>\n<p>&gt;&gt; Happy shopping.<\/p>\n<\/div>\n<\/details>\n","protected":false},"excerpt":{"rendered":"<p>Wenn Ihre Welt die Preisgestaltung ist, wissen Sie, wie wichtig die Optimierung der Preisgestaltung ist. 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