AI is changing how people shop. With large language models introducing in-feed browsing and even checkout, customer journeys risk completing off-site. eComID’s response is to bring conversational discovery onto brand domains and connect first-party signals across a network of retailers, blending size/fit intelligence to cut returns and improve trust.
In this episode, Rundqvist explains why the classic search bar is “on borrowed time,” how cross-brand data can create a shopper “passport,” and why fully agentic purchasing makes sense for staples but not for style-led fashion.
Key takeaways
Search is giving way to instant answers
Legacy search risks pushing users to smarter AI platforms. “I truly believe that the search bar as we know it is on borrowed time.”
The interface is now the store
When LLMs add checkout, “that’s when the interface really becomes the store in a way” — “which of course is a huge risk also for brands.” Hosting conversational discovery on your own site helps keep data, storytelling, and loyalty.
Returns drop with size/fit intelligence
“The shoppers who trust eComID’s size recommendations have a 30 % lower return rate.” Blending sizing with dialogue reduces costly, wasteful returns.
Agents won’t replace taste
“I’m not convinced at all actually that this will be a thing at least in the near future within the fashion segment.” Agentic buying suits shampoo and socks; mood- and style-driven choices stay human-led.
Cross-brand “passport” personalisation
“So a shopper’s size in one brand helps predict fit in another.” Shared signals raise relevance from the first visit and build network effects.
