Your Buyer Just Fired Your Sales Rep

And hired a shopping agent instead. What happens next changes everything.

Yesterday, Shopify dropped a bomb that should have every B2B leader paying attention.

They announced the Universal Commerce Protocol—an open standard they co-developed with Google that lets AI agents complete purchases on behalf of consumers. Native shopping in Google’s AI Mode. Embedded checkout in Microsoft Copilot. A new “Agentic plan” that opens thei…