How technology changes commerce.
I research AI Commerce, digital transformation, and the systems shaping how products are discovered, evaluated, and bought.
I've spent more than 20 years working across ecommerce, merchandising, marketplaces, Amazon, digital commerce, and technology. This site is where I document what I'm learning about how AI and other technological shifts are changing commerce, and what operators need to understand before the shift becomes obvious.
What I'm exploring
The questions I keep returning to as technology reshapes how commerce works, and how the pieces connect across disciplines.
AI Commerce
How AI is reshaping the way products get discovered, evaluated, and bought across marketplaces and retail. Rufus, Sparky, ChatGPT, and the agentic surfaces are the current front line.
Product Discovery
How shoppers, and increasingly their agents, actually find products. What surfaces a listing, what gets skipped, and how discovery is shifting from search boxes to conversations.
Digital Transformation
How commerce operations, tooling, and data systems evolve when technology moves faster than the org chart. What it takes for teams to keep up without simply adding headcount.
Search, GEO, and AI Recommendations
How search is moving from keyword ranking to AI recommendation. Generative Engine Optimization, Agentic Engine Optimization, and what decides whether an engine cites or recommends you.
AI Commerce 2027
How the commerce operating model changes when software can act: nine shifts, the evidence behind them, and what remains unproven. Updated through 2027 as evidence arrives.
Recent research
Shopify's AI Shopping Data Separates Performance From Scale
Shopify says AI traffic rose 2.6 times and orders 3.3 times in Q3, and that AI-referred sessions converted 64% better than organic search. The disclosures show direction and comparative performance, but no absolute scale, and they associate Catalog with better conversion without showing that it caused the difference.
BCG Gives GEO a Revenue Number. It Is Not Yet a Benchmark
BCG says CPG companies piloting GEO are seeing 1% to 5% incremental revenue. The public article does not disclose the sample, baseline or controls behind that range, which makes it a useful hypothesis for designing a pilot but not yet an ROI benchmark.
DoorDash Is Buying Instacart to Win the Physical Layer of AI Commerce
DoorDash agreed on October 29 to acquire Instacart for about $17 billion, pending shareholder and regulatory approval, with closing expected at the end of 2027 or in the first half of 2028. Its shareholder letter says DoorDash is competing to be the physical network that fulfills tasks, not the leading AI assistant.
This is not an AI news site. It is a public notebook for understanding how technology changes commerce. The goal is to compound knowledge, connect ideas across disciplines, and document the questions, experiments, and patterns that help operators make better decisions.