Agentic Commerce challenges the fundamental assumptions of retail upon which brands like Breuninger have always been built. What if the purchase decision is no longer made on-site, but in a dialogue between customer and AI agent – ​​long before anyone even visits a brand website? What if the entire transaction no longer takes place on-site, because agents independently compare, negotiate, and complete purchases on behalf of their users? And what if, in the future, there are customer journeys that never even visit a brand website – because the agent becomes the sole point of contact?

What do these shifts mean for the relevance and future viability of a premium and luxury brand like Breuninger?