I’m proud to see that Domaine was listed as a Systems Integrator in Forrester’s Q3 2025 Commerce Services Landscape Report alongside companies like Huge, Deloitte, and Capgemini. That’s in part because Domaine recognizes that the way consumers discover, decide, and buy is changing faster than ever, and so is the ecosystem of partners that power those experiences. As a 25 year veteran of the ecommerce agency I’m not only familiar with having old models replaced with new ones - I have come to expect and even enjoy the disruption. Forrester’s Q3 2025 Commerce Services Landscape Report captures this shift, mapping a market that blends data, content, and AI that ultimately helps brands become smarter.
Domaine POV: Commerce Has Entered the Agentic Era
Forrester’s report confirms what those of us inside the industry already see every day: commerce isn’t simply about platform and vendor selection, it’s about orchestration. The focus is no longer on who can build the best online store, but on who can orchestrate — between platforms, services, and niche tools — the most intelligent, AI-powered network of buying moments across all channels.
Orchestration over Installation
Commerce transformation used to mean a 12-month implementation slog. Now, a new mindset looks to turn existing investments, tech, data, content, and media, into performance engines. The agencies that win are those who can plug into a brand’s current ecosystem and make it work harder, while auditing and replacing archaic nodes with new touchpoints that can plug into the evolving agentic ecoystem. This is where Domaine is advancing: we’re not rebuilding complexity; we’re converting tech-architecture into self-optimizing systems.
Services Are Becoming Software
Forrester highlights the rise of “services-as-software,” where consultancies and agencies fuse code, data, and content into continuously improving systems. It’s a validation of existing Domaine products and services that behave more like SaaS than agency retainers. We’ve built these tools because we recognize that clients need both strategic partnership (hours) and scalable results (impact).
AI Collapses the Funnel
We’ve accepted that AI agents will become a customer’s first salesperson, from ChatGPT’s native commerce functionality (powered by Shopify) to Amazon’s Rufus assistant. The next frontier for agencies is moving beyond page design to designing the logic, data, and content that drive AI recommendations. For me, that means that “a well designed page” is one that is fluid and personalized, which fundamentally changes what “design” means in our industry. At Domaine, we launched our AI Search Optimization practice last month, optimizing not only for search, but for the agents who decide what a customer sees. This is only the first step in what we see as a massive transformation for how sites are conceived, designed and built.
Integration Is the New Scale
As holding companies consolidate (Omnicom × Interpublic, Publicis × Influential), we’re seeing some familiar trends: scale without cohesion can be a liability. The winners will be those who unify Design, Data, and Commerce operations under a single performance story. Domaine’s marketplace position, as listed in Forrester’s report, gives us the unique opportunity to fuse Experience and Technology into one frictionless system for Shopify brands.
The New Commerce Map
Forrester’s definition of “extended business scenarios”, social, owned marketplaces, AR/VR, and distributed commerce, are where the next wave of brand growth will happen. Domaine’s role is to help make these edge channels commercially viable: supporting our clients by moving rapidly from experiments into revenue drivers.
Our Take
We’re observing the sunset of commerce as a single channel. We’ve entered an Agentic Era, where every touchpoint, algorithm, and AI assistant is a potential storefront. Domaine exists for this moment turning complex stacks, scattered content, and disconnected teams into a single, intelligent commerce system that actually sells.
If you’re ready to navigate this new era with clarity and confidence, connect with our team to explore how we can help you build what’s next.
FAQs
What is the Agentic Era of commerce?
The Agentic Era marks a new phase of commerce where AI plays an active role in how people discover, decide, and buy. Instead of traditional browsing, intelligent assistants and algorithms surface personalized recommendations turning every touchpoint into a potential storefront.
What is Generative Engine Optimization (GEO)?
GEO is like Search Engine Optimization but for AI-driven discovery. It focuses on structuring content, data, and metadata so that generative engines like ChatGPT, Perplexity, and Google’s AI Overviews can better understand and recommend your products within conversational search results.
How is AI changing the ecommerce customer journey?
AI is collapsing the traditional funnel. Instead of moving through awareness, consideration, and conversion as separate steps, shoppers are now guided by intelligent systems that anticipate their needs and recommend products instantly. For brands, this means designing for discovery, not just conversion.
