Misha Palla

Molton Brown's peak-season transformation — and what it signals for #agenticcommerce. Molton Brown, Kao Corporation's crown jewel in luxury beauty, just published a compelling SAP Customer Experience #CX case study that is worth reading carefully. The headline: a full migration to SAP #CommerceCloud — a modernization move. The results are real. Three statements from the story deserve attention: 1️⃣ "Legacy systems couldn't provide the speed, stability, or connected view required." Classic peak-season architecture debt. The move to Commerce Cloud is a logical, if overdue, progression. Many brands are navigating exactly this right now. 2️⃣ "AI changes how people (and agents) discover and buy." SAP said the quiet part loud. Agentic commerce isn't a roadmap promise anymore — it's actively reshaping how brands need to think about discoverability, personalization, and conversion architecture. 3️⃣ "Black Friday is not just about revenue; it's about brand engagement." Naresh Krishnamurthy's quote deserves wider circulation. Every vendor obsessing over CVR lift should internalize this before building their next pitch deck. How does this sit in the broader landscape? Salesforce Commerce Cloud and Adobe Commerce tell similar transformation stories. commercetools makes a strong case that composable architecture gets you here without structural lock-in. Shopify Plus wins mid-market luxury on ecosystem velocity, interestingly without making too much noise around it. And Salesforce #Agentforce, Adobe #GenStudio, and Constructor are actively staking out the same #agentic territory SAP is entering. Remember: The real differentiator isn't the storefront. It's #data depth. SAP wins where #ERP, commerce, and engagement are structurally inseparable. Composable wins where speed of change matters more than integration breadth. Know which problem you're actually solving. Top 3 for buyers evaluating agentic commerce: ✅ Don't buy a commerce platform. Buy a data architecture with a commerce front-end. Agents run on real-time unified data — not feature checklists. ✅ Ask every vendor: "Where does your AI agent actually make decisions, and on what data?" Marketing copy ≠ agent capability. Push for a technical answer every time. ✅ Model your peak-season failure mode first. If your vendor can't explain 99.99% uptime under 10x traffic spikes without heroic custom engineering, you're financing yesterday's problem at tomorrow's price. This story is a good one, it's strong #omnichannel execution, meaningful loyalty outcomes, and a leadership team thinking hard about what agentic commerce means for a luxury brand. The brands that get their data in order now are the ones whose AI agents will actually serve customers well tomorrow. But here's what SAP conveniently didn't mention. It was a migration from SAP Hybris to SAP Commerce Cloud. References in the comments 👇 #CX #AgenticCommerce #SAP #Commerce #CustomerExperience

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