# Amelia Van Camp

Amelia Van Camp writes about how retailers can prepare their product catalogs and commerce systems for AI shopping agents. The posts also cover Mirakl’s agentic-commerce products and research, including work with Merkle.

- Profile: https://b2binfluencer.marketing/creators/amelia-van-camp/
- LinkedIn: https://www.linkedin.com/in/amelia-van-camp-32015373
- LinkedIn followers: 4,946
- Topics: artificial-intelligence, agentic-commerce
- Based on 10 dated posts, latest 2026-09-18

## Summary

Amelia Van Camp is most useful for explaining how retailers can prepare catalogs and commerce systems for AI shopping agents.

- Best for: A B2B eCommerce platform or enterprise retail campaign about AI-agent readiness and catalog preparation.
- Not for: A direct-to-consumer skincare campaign for paid lifestyle posts and shoppable discount codes.
- Check first: Confirm audience job titles or seniority and recent results for comparable content.

### Takeaways

- If agents cannot read a catalog, they cannot recommend its products.
- Retailers should join AI shopping channels without abandoning their own storefronts.
- Readiness is an infrastructure and execution challenge, not just an AI forecast.

## Main ideas

- **If agents cannot read a catalog, they cannot recommend its products**: Van Camp argues that AI-driven shopping makes product information a matter of visibility, not just site quality: agents must be able to read and compare catalog content before they can surface products to shoppers.
- **Retailers should join AI shopping channels without abandoning their own storefronts**: Van Camp presents AI platforms as new places where shopping can happen, but not as a reason for retailers to give up owned experiences. The approach is both-and: be discoverable wherever AI shoppers are, and create paths from those touchpoints back to experiences the retailer controls.
- **Readiness is an infrastructure and execution challenge, not just an AI forecast**: Van Camp’s posts move from claims that agentic commerce is growing to what businesses can do now. They emphasize catalog preparation, discovery, and transaction systems, with research and product capabilities making the readiness problem concrete.

## Work to read

- [Agentic Commerce Readiness Report with Merkle](https://www.linkedin.com/posts/amelia-van-camp-32015373_agenticcommerce-ecommerce-agenticreadiness-activity-7460667768502116352-BCX-)
- [Mirakl Agentic Activation Launch](https://www.linkedin.com/posts/amelia-van-camp-32015373_agenticcommerce-ai-ecommerce-activity-7455240828790276096-PAJT)
- [Joint Research Playbook with Merkle on Enterprise Readiness](https://www.linkedin.com/posts/amelia-van-camp-32015373_agenticcommerce-aiinretail-retailtech-activity-7466130785641578497-4iCz)
- [Google's Universal Cart and the Visibility Problem](https://www.linkedin.com/posts/amelia-van-camp-32015373_googles-universal-cart-what-retailers-need-activity-7468383299418271746-anIg)

## Brand relationships

- **Mirakl** (disclosed_partnership)
- **Merkle** (disclosed_partnership)

## Partnerships

Amelia Van Camp's four LinkedIn posts promote Mirakl's own agentic-commerce offerings and joint research with Merkle, rather than a creator sponsorship program. They cover the launch of Mirakl Agentic Activation with Agentic Product Enrichment and Agentic Channels; a joint Agentic Commerce Readiness report and webinar presented alongside Steven Duran of Merkle; and Google's Universal Cart. The pattern is company-level co-marketing between Mirakl and a named partner, not a personal sponsorship offer with published terms. A brand cannot price, schedule, or scope a partnership from these posts: they provide no rate card, deliverable list, exclusivity terms, disclosure practice, or booking lead time. A B2B eCommerce platform considering a webinar or research collaboration should ask directly about availability, fees, and what a co-presented session would require. The posts show a joint research report and live discussion with a partner organization as a format familiar to the work.

## Alternatives

- Sharon Gai: Gai is the stronger choice when the offer sits at the payment and checkout layer rather than in catalog readiness, and the platform wants a written asset as well as a live session. Their October 2025 post walks a retailer through four competing agentic payment protocols — Google's AP2, Mastercard's Agent Pay, Visa's Trusted Agent Protocol, and PayPal's Agentic Commerce Platform — and closes on what it takes to be an agent-ready brand. A November 2025 post traces the shopping migration from marketplace listings to social commerce to agent-driven buying, notes answer-engine traffic near 10 percent on some sites, and points to a companion article on the layers of agentic commerce. A platform selling agent-ready checkout, delegated payments, or post-purchase handling can adopt that framing directly. Gai's habit of publishing longer articles alongside posts also suits a collaboration that needs a written deliverable, not only a webinar.
- Tom Shivers: Shivers is the better pick when the platform's product is implementation — fixing product feeds, structured data, and machine-readable policies — and the collaboration is a teach-the-work session rather than a benchmark launch. His June 2026 posts explain Google's Universal Commerce Protocol and the earlier OpenAI and Stripe Agentic Commerce Protocol in operator terms, then translate them into steps a retailer can act on: fix your product feeds, strengthen your brand entity and add schema, publish authoritative content AI can cite, and use Merchant Center Next so payment, fulfillment, and policies are machine-readable. He also offers a feed-readiness checklist he uses when auditing ecommerce brands. That gives attendees a takeaway resource they can complete after the session, exactly what a remediation platform's webinar needs to produce.
- Abhishek Ojha: Ojha is the closest analogue on the supply side of the same problem: making product data machine-readable for AI buyers. His posts describe Fegmo signing two enterprise contracts, spanning a multi-billion-dollar grocery retailer and a national multi-brand ecommerce retailer; joining the Google for Startups Cloud Program; and reaching GDSN readiness through a Commport partnership. The described capabilities cover agentic PIM, PXM, and DAM work that structures product data and assets, automated syndication, and catalog onboarding cut from weeks to minutes. A platform that wants an operator to co-present the catalog-remediation workflow — how messy supplier data becomes agent-readable content — has more to work with here than a researcher could offer. The standards angle also gives a partner-side endorsement of exchange formats such as GDSN.

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AI-assisted summary of public posts. Audience demographics are not available. Engagement appears only where we checked recent posts. Method: https://b2binfluencer.marketing/methodology/