[EN] The Great Divide: How Agentic Commerce Is Redrawing the European Marketplace Map

European marketplaces are the dominant transaction layer, but the logic of platformization is hitting a tipping point. We are moving from click-driven discovery to a world where purchasing is delegated to AI agents.

Ingrid Lommer (Marketplace Universe) provides a strategic map of the European landscape in 2025. Based on the updated Marketplace Universe Quadrants, she identifies today’s winners and reveals the looming disruption: Agentic Commerce. A strategic divide is forcing platforms to choose their path:

Control: Keeping data and discovery in-house (Closed Ecosystems).

Enable: Acting as infrastructure for external AI agents (Open Commerce).

Defend: Using curation to stay relevant beyond pure transaction logic.

Ingrid introduces the AI-Ready Platforms Quadrant to help brands adapt—from structured data to new trust signals. A strategic compass for everyone navigating the shift from the platform era to the agentic future.