{"id":2529,"date":"2026-01-20T14:59:00","date_gmt":"2026-01-20T14:59:00","guid":{"rendered":"https:\/\/apadmi.com\/insights\/agentic-retail-is-here\/"},"modified":"2026-07-23T12:43:28","modified_gmt":"2026-07-23T12:43:28","slug":"agentic-retail-is-er","status":"publish","type":"insight","link":"https:\/\/www.apadmi.com\/nl\/inzichten\/agentic-retail-is-er\/","title":{"rendered":"Agentic retail is er. Echt."},"content":{"rendered":"<div\n\tclass=\"overflow-x-clip text-on-background flow-root\"\n\t\t>\n\t<div class=\"wrap:grid wrap:grid-cols-[1fr_minmax(0,90rem)_1fr] *:col-2\">\n\t\t<div class=\"flex flex-col items-center-safe gap-18 md:gap-8 block-inset-x pt-64 pb-64\">\n\t<h1\t\tclass=\"uppercase text-36 md:text-64 leading-none font-black text-balance max-w-3xl text-center\"\n\t>\n\t\tAgentic retail is hier. Echt.\t<\/h1>\n\n\t\n\t<\/div>\t<\/div>\n<\/div>\n\n<div\n\tclass=\"overflow-x-clip text-on-background flow-root\"\n\t\t>\n\t<div class=\"wrap:grid wrap:grid-cols-[1fr_minmax(0,90rem)_1fr] *:col-2\">\n\t\t<img\n\tsrc=\"https:\/\/www.apadmi.com\/uploads\/2026\/07\/abstract-orange-rocks.webp\"\n\talt=\"\"\n\tclass=\"object-cover rounded-16 bg-(--img-avg-color)\"\n\t\t\tdata-brightness=\"dark\"\n\t\tstyle=\" --img-avg-color: #B06A36;\"\n\/>\t<\/div>\n<\/div>\n\n<div\n\tclass=\"overflow-x-clip text-on-background flow-root\"\n\t\t>\n\t<div class=\"wrap:grid wrap:grid-cols-[1fr_minmax(0,90rem)_1fr] *:col-2\">\n\t\t<div class=\"block-inset-x group\/bodyCopy flex flex-col mid:gap-y-16 max-w-xl box-content mid:mx-auto pt-64 mid:pt-72 pb-64 mid:pb-72\">\n\t\n\t\n\t\t\t<p class=\"text-pretty w-fill font-bold text-16 leading-minimal sm:text-20 not-first:mt-24 mid:not-first:mt-32\">\n\t\t\tAgentic retail is geen toekomstmuziek meer. Twee van de grootste techspelers hebben het net naar buiten gebracht \u2014 het gaat nu van experiment naar praktijk. Apadmi\u2019s Chief Innovation Officer Adam Fleming duikt in de nieuwste moves van Google en Microsoft, en wat dit betekent.\t\t<\/p>\n\t\n\t\n\t<div class=\"flex flex-col gap-y-24 w-fill mt-44 mid:mt-24\">\n\t\t\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tToen ik eerder schreef over\u00a0<a href=\"https:\/\/www.apadmi.com\/nl\/insights\/de-harde-werkelijkheid-hoe-gaat-agentic-retail-nu-echt-vorm-krijgen\/\" target=\"_blank\" rel=\"noreferrer noopener\">trust en payments in agentic retail<\/a>\u00a0\u2014 en dat het v\u00f3\u00f3r kerst realiteit zou worden \u2014 had ik niet verwacht dat de puzzelstukken z\u00f3 snel zouden vallen. Had ik kunnen weten, eigenlijk.<\/p>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tSindsdien zijn idee\u00ebn die nog vaag of ver weg leken ineens realiteit geworden: werkende protocollen, integraties en checkout flows waarmee agents echt meedoen aan commerce. Niet als concept, maar als iets wat mensen nu al kunnen gebruiken.<\/p>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\t<a href=\"https:\/\/blog.google\/company-news\/inside-google\/message-ceo\/nrf-2026-remarks\/\" target=\"_blank\" rel=\"noreferrer noopener\">Google\u2019s aankondiging van de Universal Commerce Protocol <\/a>(UCP) op NRF, vlak na Microsoft\u2019s Copilot Checkout, zette alles in beweging \u2014 en terecht.<\/p>\n\n<h2\tdata-slug=\"ucp-geen-praatje-maar-productie\"\n\tclass=\"text-balance font-black uppercase text-18 leading-tight sm:text-28 text-start\"\n>\n\tUCP: geen praatje, maar productie<\/h2>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tUCP is geen whitepaper. Het is een werkend framework voor agent\u2011assisted commerce.<\/p>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tEen open protocol dat de hele commerce journey ondersteunt \u2014 van ontdekking tot bestelling en retour. Denk aan cart building, identity linking, checkout, en alles daarna.<\/p>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tHet werkt samen met AP2 en andere agent\u2011protocollen. Merchants hoeven hun techstack niet om te gooien, maar krijgen w\u00e9l controle over hoe ze met agents samenwerken \u2014 op basis van duidelijke policies.<\/p>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tEn Google? Die heeft het al live. In hun eigen AI\u2011producten, gekoppeld aan echte merchants en echte checkout flows. Geen testomgeving, maar productie.<\/p>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tIedereen in commerce herkent het verschil tussen een idee op papier en iets dat werkt met payments, refunds en edge cases.<\/p>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tUCP werkt. Punt.<\/p>\n\n<h2\tdata-slug=\"wat-het-nu-al-mogelijk-maakt\"\n\tclass=\"text-balance font-black uppercase text-18 leading-tight sm:text-28 text-start\"\n>\n\tWat het nu al mogelijk maakt<\/h2>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tSamen met AP2 maakt UCP het mogelijk dat agents \u00e9cht meedoen:<\/p>\n\n<ul\tclass=\"[&amp;_:where(ul,ol)]:ml-20 list-outside pl-20 marker:text-icon-accent marker:font-custom-markers list-bullet! text-16\"\n\t\t>\n\t\n<li class=\"pl-16 text-16 md:text-18 leading-minimal md:leading-[1.4]\">\n\tZe snappen aanbod en prijzen<\/li>\n\n<li class=\"pl-16 text-16 md:text-18 leading-minimal md:leading-[1.4]\">\n\tStellen zelf carts samen<\/li>\n\n<li class=\"pl-16 text-16 md:text-18 leading-minimal md:leading-[1.4]\">\n\tOnderhandelen over deals<\/li>\n\n<li class=\"pl-16 text-16 md:text-18 leading-minimal md:leading-[1.4]\">\n\tRonden aankopen af<\/li>\n\n<li class=\"pl-16 text-16 md:text-18 leading-minimal md:leading-[1.4]\">\n\tEn regelen wat daarna komt<\/li>\n<\/ul>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tNiet door te scrapen of gokken, maar via duidelijke, machine\u2011readable interfaces.<\/p>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tMet delegated execution kunnen agents zelfs taken overnemen zonder dat je erbij bent \u2014 zolang jij vooraf akkoord hebt gegeven. Alles is traceerbaar, verantwoord en veilig.<\/p>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tHet resultaat?<\/p>\n\n<ul\tclass=\"[&amp;_:where(ul,ol)]:ml-20 list-outside pl-20 marker:text-icon-accent marker:font-custom-markers list-bullet! text-16\"\n\t\t>\n\t\n<li class=\"pl-16 text-16 md:text-18 leading-minimal md:leading-[1.4]\">\n\tAgents doen het werk, jij houdt controle<\/li>\n\n<li class=\"pl-16 text-16 md:text-18 leading-minimal md:leading-[1.4]\">\n\tAankopen kunnen doorlopen zonder dat jij steeds iets moet doen<\/li>\n\n<li class=\"pl-16 text-16 md:text-18 leading-minimal md:leading-[1.4]\">\n\tAlles is helder geregeld, geen vage grijze zones<\/li>\n<\/ul>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tVoor gebruikers voelt het als een normale aankoop. Voor agents is de tech er gewoon al.<\/p>\n\n<h2\tdata-slug=\"mobile-is-waar-het-gebeurt\"\n\tclass=\"text-balance font-black uppercase text-18 leading-tight sm:text-28 text-start\"\n>\n\tMobile is waar het gebeurt<\/h2>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tEn ja \u2014 mobile is waar agentic retail het snelst zal doorbreken.<\/p>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tOp kleine schermen wil je snelheid, niet scrollen. Intent boven browse. Background execution in plaats van stap-voor-stap klikken.<\/p>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tIdentity, authentication en payments zijn al ingebouwd. En we zijn gewend om simpele dingen over te laten aan apps.<\/p>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tAgent\u2011executed commerce voelt daardoor niet futuristisch, maar logisch.<\/p>\n\n<h2\tdata-slug=\"wat-nu\"\n\tclass=\"text-balance font-black uppercase text-18 leading-tight sm:text-28 text-start\"\n>\n\tWat nu?<\/h2>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tDe basis staat:<\/p>\n\n<ul\tclass=\"[&amp;_:where(ul,ol)]:ml-20 list-outside pl-20 marker:text-icon-accent marker:font-custom-markers list-bullet! text-16\"\n\t\t>\n\t\n<li class=\"pl-16 text-16 md:text-18 leading-minimal md:leading-[1.4]\">\n\tDe protocollen zijn er<\/li>\n\n<li class=\"pl-16 text-16 md:text-18 leading-minimal md:leading-[1.4]\">\n\tDe infrastructuur ligt klaar<\/li>\n\n<li class=\"pl-16 text-16 md:text-18 leading-minimal md:leading-[1.4]\">\n\tDe eerste use cases draaien live<\/li>\n<\/ul>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tRetail agents zijn geen prototypes meer \u2014 ze werken. Ze kunnen redeneren, onderhandelen en afronden, binnen duidelijke kaders.<\/p>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tWat nu volgt, hangt af van de markt. Verschillende sectoren en regio\u2019s zullen anders omgaan met hoeveel ze willen delegeren. En dat is ok\u00e9. Adoptie hoeft niet overal tegelijk te gebeuren.<\/p>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tLet vooral op mobile shopping met lage frictie: simpele herhaalaankopen, basics voor thuis, dingen die snel geregeld moeten worden. Daar voelt delegatie als gemak, niet als risico.<\/p>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tMisschien wordt commuter shopping wel de eerste echte test: onderweg naar werk een agent briefen, en laten afhandelen wat je zelf geen tijd voor hebt. Niet overal, niet altijd, maar genoeg om nieuwe gewoontes te starten.<\/p>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tUCP is geen eindpunt \u2014 het is het moment waarop \u2018wat als\u2019 verandert in \u2018hoe dan?\u2019.<\/p>\n\t<\/div>\n<\/div>\t<\/div>\n<\/div>\n\n<div\n\tclass=\"overflow-x-clip text-on-background flow-root bg-orange-300\"\n\t\t\tdata-theme=\"orange-light\"\n\t\t>\n\t<div class=\"\">\n\t\t<div\n\tclass=\"py-64 md:py-144 block-inset-x flex items-center justify-center relative isolate overflow-clip js-block-flagship\"\n\tdata-theme=\"default\"\n\t>\n\t\n\t<div class=\"max-w-7xl max-mid:max-w-xl bg-background rounded-28 p-32 flex flex-col md:flex-row gap-32 text-on-background md:items-center w-fill sm:w-fit md:w-fill\">\n\t\t<img\n\tsrc=\"https:\/\/www.apadmi.com\/uploads\/2026\/07\/Apadmi-logo-white-square-rotation.webp\"\n\talt=\"\"\n\tclass=\"object-cover aspect-2\/3 sm:aspect-3\/2 rounded-20 sm:max-w-xl md:max-w-md max-md:mx-auto max-md:w-fill bg-(--img-avg-color)\"\n\t\t\tdata-brightness=\"light\"\n\t\tstyle=\" --img-avg-color: #FC753D;\"\n\/>\n\t\t<div class=\"sm:max-w-xl max-md:mx-auto\">\n\t\t\t<h2\t\t\t\tclass=\"text-36 md:text-44 leading-none font-black uppercase text-balance\"\n\t\t\t>\n\t\t\t\t<span class=\"sr-only\">BOUW DE TOEKOMST<\/span>\n\t<span aria-hidden=\"true\">BOUW DE \u00adT\u00adO\u00adE\u00adK\u00adO\u00adM\u00adS\u00adT<\/span>\t\t\t<\/h2>\n\n\t\t\t\t\t\t\t<p class=\"mt-20 md:mt-16\">\n\t\t\t\t\tWe werken samen met ambitieuze organisaties om digitale producten te ontwerpen, te ontwikkelen en op te schalen die echte problemen oplossen, de klantervaring verbeteren en meetbare impact opleveren.\t\t\t\t<\/p>\n\t\t\t\t\t<\/div>\n\n\n\t\t<a\thref=\"\/nl\/contact\"class=\"focus:outline-hidden focus-visible:outline-auto transition uppercase leading-none outline-offset-8 disabled:grayscale disabled:pointer-events-none select-none px-24 py-18 rounded-full font-semibold text-16 bg-accent text-on-accent hocus:bg-on-accent hocus:inset-ring hocus:inset-ring-accent hocus:text-accent button max-md:mt-24 md:ml-36 max-md:mx-auto shrink-0\">\n\t\n\t<span class=\"\">\n\t\tNeem contact met ons op\t<\/span>\n\n\t<\/a>\t<\/div>\n<\/div>\t<\/div>\n<\/div>\n\n<div\n\tclass=\"overflow-x-clip text-on-background flow-root\"\n\t\t>\n\t<div class=\"wrap:grid wrap:grid-cols-[1fr_minmax(0,90rem)_1fr] *:col-2\">\n\t\t\t<\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":12,"featured_media":997,"template":"","meta":{"es_utils_meta_schema":"","esPageTheme":"default","esPageBackground":"","footnotes":""},"class_list":["post-2529","insight","type-insight","status-publish","has-post-thumbnail","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Agentic retail is er. 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