Abstract
Agentic commerce has the potential to fundamentally reshape digital markets and marketplaces. In this conversation, Dorit Posdorf, former CCO at DocMorris & flaconi and Stefanie Söhnchen, VP Strategy & Lead Digital at PIABO Communications explore how this emerging paradigm could transform the European commerce ecosystem.
The discussion examines how purchasing decisions may shift from human browsing to algorithmic delegation, raising key questions around trust, accountability, and the “last mile” of automated shopping: who ultimately makes the purchase decision and who is responsible for it?
At the same time, agentic commerce could create new opportunities for European businesses. Standardized commerce protocols, API-driven product catalogs, and the rise of AI-driven marketplaces may lower barriers to entry and challenge the dominance of traditional platforms.
The fireside chat will discuss whether this shift represents a threat or a strategic opportunity for brands, retailers, and consumers in Europe and what organizations should prepare for in the next 12–18 months.
Topics To Be Covered
How agentic systems reshape digital commerce ecosystems
From browsing to delegation: new buying paradigms
Trust, accountability, and decision ownership in AI
Emerging commerce protocols and API-driven marketplaces
Strategic opportunities for European brands and retailers
Perfect For
Commerce leaders
Retail executives
Digital strategists
Marketing leaders
Product leaders
Meet Your Speakers
Dorit Posdorf
Chief Commercial Officer, Ex Doc Morris
Dorit Posdorf is a senior commercial leader with over 15 years of experience driving D2C, e-commerce, and digital transformation at scale. She combines a strong strategic foundation with hands-on commercial execution, having started her career in strategy consulting at Roland Berger before taking on senior leadership roles at DocMorris, flaconi, C&A, and Outfittery. As an Operating Partner, she also managed and scaled digital portfolio companies within ProSiebenSat.1.
Across her roles, Dorit has led P&L-responsible growth with a strong focus on branding, creation, CRM, retention, and full-funnel optimization. She is known for building differentiated brands while translating strategy into measurable commercial impact. Today, her work increasingly centers on applied AI and data-driven execution, with a particular emphasis on enabling effective human–machine collaboration and delivering sustainable, profitable growth rather than isolated digital initiatives.
Stefanie Söhnchen
Vice President Strategy / Lead Digital, PIABO
Stefanie Söhnchen is Vice President Strategy / Lead Digital at PIABO Communications, the leading communications agency for the world’s most innovative companies. She has been a recognized expert in digital communication strategies for over a decade. Whether it's corporate ambassador programs, social media, newsletters, app and website concepts, content development, SEO, or storytelling – when it comes to strategic (digital) communications at PIABO, all roads lead to her.
With a background in multimedia journalism, Stefanie combines editorial expertise with a strong strategic mindset. Throughout her career, she has successfully supported companies across a wide range of industries – including insurance, energy, automotive, tech, beauty, and healthcare – in strengthening their digital brand presence. Her broad perspective on what drives success in both German and international markets makes her a sought-after strategic partner.
Outside the world of digital strategy, Stefanie is a passionate foodsaver and advocates for sustainability, equality, and diversity – in both her professional and personal life.
ADDITIONAL INFORMATION
Time & Place
Wed, March 25
11:15 - 11:35
Grand Ballroom II
Roundtables & Theatre Seating
Max. Capacity: 200 Seats
Secure your seat – registration required.
Notes
Agenda for this session
20 min fireside chat
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