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Orchestrate and Create: Umbraco Compose Streamlines Integration of New Technologies and Agentic AI

matt-garrepy

Key Trends for 2026: What’s Ahead for Content Management, CX, and AI with CoreMedia’s Sören Stamer

<hr /> When I last spoke to <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/mariano-gomide-de-faria-vtex/">Mariano Gomide de Faria</a>, it wasn't long after he published <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/posts/mariano-gomide-de-faria-vtex_for-all-the-reasons-explained-in-the-article-activity-7310313384015511552-APGm/?utm_source=share&amp;utm_medium=member_desktop&amp;rcm=ACoAABz8skQBu3yAX4WwKnVszlZSL3qGoPZCq6w">“The MACH Mirage”</a> on LinkedIn. It was a veritable shock to the system that pointedly criticized aspects of the composable movement – and, with specificity, the <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/mach-alliance-aims-to-evolve-enterprise-ai-architecture-with-new-end-user-leadership-model">MACH Alliance.</a> At the time, he announced that <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/vtex">VTEX</a> (the connected commerce platform he founded and steers as co-CEO) would be pausing its membership in the best-of-breed ecosystem, citing the drift of composability from operator control as a central grievance. Famously, both Mariano and MACH Alliance president <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/the-future-is-composable-a-conversation-with-new-mach-alliance-president-casper-rasmussen">Casper Rasmussen</a> met on “The Watson Weekend” retail program to hash out some of the issues in a town square forum. The debate was friendly, healthy, and focused squarely on the challenges of enterprise architecture – which is being transformed by the advent of AI across the composable stack. And that’s the big tuna. The crucial role of AI in digital commerce can’t be overstated, and this is precisely where Mariano felt the MACH Alliance could be more prolific in supporting its association – and the market at large – in the AI course corrections. In his mind, this required less a less rigid approach to the enshrined standards of MACH.“At the end of the day, we cannot close our eyes to the reinvention of SIs informed by a future where AI rules,” he said, pointing out how organizations like the <a target="_blank" rel="noopener noreferrer" href="https://nrf.com/">National Retail Federation</a> could also help to lead discussions that generate value. Since then, VTEX has been putting its nose to the grindstone and building its own ecosystem for agentic commerce. And the timing couldn’t be more apropos: During my many interviews and discussions at <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/the-deep-dish-on-composable-6-tasty-takeaways-from-the-mach-alliances-2025-conference">“The Composable Conference”</a> in April (the annual MACH Alliance event), agentic commerce was already lighting the world on fire. The noise level has only increased over the last few months, and the push to adopt these capabilities is reaching a fever pitch. According to a recent <a target="_blank" rel="noopener noreferrer" href="https://www.digitalcommerce360.com/2025/03/20/agentic-commerce-ecommerce-trends/">Digital Commerce 360 survey</a>, over 44% of e-commerce leaders are already seeing strong results from their AI investments, and a <a target="_blank" rel="noopener noreferrer" href="https://rierino.com/blog/agentic-commerce-with-ai-agents">study from Rierino</a> suggests that agentic frameworks are also paying off with a 6-10% increase in revenue and a big bump in order efficiency.Now, VTEX is shipping its automated agentic AI workforce – and other features – into prime time as part of an expansion of its enterprise-grade capabilities. Unveiled at <a target="_blank" rel="noopener noreferrer" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=http%3A%2F%2Fvtex.com%2Fen-us%2Fvision%2F2025&amp;esheet=54310335&amp;newsitemid=20250819007039&amp;lan=en-US&amp;anchor=VTEX+Vision+2025&amp;index=1&amp;md5=8e8045401ca4c78ebfc0f12961001495">VTEX Vision 2025</a>, its annual digital showcase, the company’s latest release includes new solutions tailored to B2B complexity and personalized omnichannel experiences. “Enterprise commerce doesn’t slow down in the face of complexity,” Mariano said. “It rewards those who turn it into leverage. With VTEX Vision 2025, we have expanded our infrastructure to meet rising demands, from B2B buyer personalization to seamless consumer retail experiences, all on one unified commerce platform built for growth.” <h3 id="capabilities-that-convert-and-scale-for-the-b2b-enterprise">Capabilities that convert and scale for the B2B enterprise</h3>In the pantheon of digital commerce, B2B operates with its own set of rules, requiring intuitive digital infrastructure that’s built to move high-volume transactions and manage the full complexity of modern procurement. VTEX’s B2B innovation reinforces a key truth that enterprise leaders know: Success requires infrastructure built around how corporate buyers manage procurement, not systems that restrict transactions. This is where VTEX has its edge, and its Vision for B2B is bringing core capabilities to support these requirements.What’s in the new release? Personalized catalogs, pricing, and payment methods per buyer, as well as advanced buyer organization management that includes branch structures, role-based access, budgeting, and policy control.Brands will also have access to buying policies and approval workflows that enforce custom procurement rules automatically, and rapid cart creation that leverages quick order tools by file and search term. There’s also SKU matrix and reorder tools for high-frequency purchasing and native punchout integrations to centralize procurement within enterprise systems.From a market validation perspective, Andy Hoar's <a target="_blank" rel="noopener noreferrer" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Fvtex.com%2Fen-us%2Fcampaign%2Fparadigm-b2b-report-2025%2F&amp;esheet=54310335&amp;newsitemid=20250819007039&amp;lan=en-US&amp;anchor=B2B+Paradigm+2025&amp;index=2&amp;md5=9e2f7662e0ed2cad3ef71cd6af712a9d">B2B Paradigm 2025</a> report recognized VTEX with the most Gold medals across its Enterprise and Mid-Market categories, including key metrics like TCO and marketplace capabilities. <h3 id="the-next-level-of-omnichannel">The next level of omnichannel</h3>We’ve been talking about omnichannel for a long time, and how composable stacks help support these strategies. But for enterprise brands, true omnichannel is still a bit elusive. Why? Blame inventory silos, delayed delivery updates, and disconnected store operations (for starters), which block many organizations from operating at their full potential. VTEX closes these gaps by strengthening the “operational backbone” needed to move with speed, accuracy, and complete fulfillment control. AI is helping to power these features in VTEX. This includes AI Semantic Search, which delivers relevant results by interpreting shopper intent through natural language. There’s also AI Product Recommendations that help drive conversions with personalized, behavior-based suggestions.With VTEX, Distributed Inventory is unified and made available across every channel, covering B2C, B2B, marketplaces, and stores. Multi-seller Carts also merge 1P, 3P, and in-store items into one seamless checkout experience, making the entire lifecycle faster and easier.VTEX’s Delivery Promise is also a powerful fixture, helping shoppers find products that are located near them and can be delivered quickly. There’s also Cross-Channel Fulfillment, where newly simplified BOPIS (buy online, pick up in store), ship from store, and simplified returns can lead to operational cost reductions and improved inventory accuracy.<h3 id="agentic-commerce:-the-enterprise-ai-workforce">Agentic commerce: The enterprise AI workforce</h3>For the unindoctrinated, agentic commerce is the application of autonomous AI agents that work independently within a digital commerce system. They’re bestowed with “agency,” meaning they can make decisions, execute tasks, and adapt to context across both frontend and backend workflows. Agentic commerce isn’t just recommending things. It’s effectively running parts of your business with autonomy, tapping more adaptive AI and intelligent automation capabilities that can execute on their behalf. The explosive gains in productivity are making agentic commerce incredibly popular as brands and enterprises look to move faster across channels.Enterprise commerce is entering a new operational era, and VTEX is helping to lead that shift with agentic AI built that can effectively streamline critical workflows and accelerate enterprise performance across the globe. To kick off its roadmap to a fully agentic commerce platform, VTEX is launching three AI agents that are engineered around precision, speed, and adaptability. As the company stated, it’s the beginning of a new standard where digital infrastructure operates as intelligently as the enterprises it serves.“As VTEX advances toward a fully agentic commerce platform, we continue to transform cost centers into engines of growth with measurable impact,” Mariano said. “Our first wave of AI agents marks a critical step, compressing complex workflows and unlocking new value for global brands. Flexibility, transparency, and real-time adaptability will define the next generation of enterprise leaders. Anything else will be left behind.”Some cool capabilities are rolling out, starting with VTEX’s Customer Service Agent, a fully autonomous support agent that works across WhatsApp, Instagram, SMS, and more. Brands like UNICEF and Cencosud are currently using it, which, according to VTEX, has already resolved 92% of tickets without human input – and cut AHT from hours to minutes. Impressive results to be sure.Forthcoming is a Visual Editor Agent, which promises some powerful experience-level capabilities with no developer support required. Teams will be able to instantly respond to change by updating a storefront using a <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/figma">Figma</a> file or natural language.Finally, VTEX’s Data Insights Agent is all about powering productivity and observability across channels. The agent receives priority access to real-time omnichannel performance data in plain language, without the need for static dashboards or SQL queries.<h3 id="why-it-matters-">Why it matters </h3>“There's no survival without passing through this chaotic moment,” Mariano said. We were discussing the embedded challenges with navigating legacy systems and how many companies are still modernizing from old IBM mainframes. That might sound a little arcane, but we’ve come a long way on the frontier of interoperability. The MACH Alliance has played a huge role in shaping that, but we’re in yet another chaos moment – one where AI is rendering our roadmaps almost useless. Brands are having to react to change instantly, and commerce is going to need the scale and automation of agentic AI to win customers across channels. To its credit, the MACH Alliance is putting greater emphasis on the AI horizon, manifesting in more end-user representation at the top of the organization. Recently, Casper Rasmussen announced that he will be stepping down as president, and the Alliance will begin shifting to an <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/mach-alliance-aims-to-evolve-enterprise-ai-architecture-with-new-end-user-leadership-model">end-user leadership model</a> to support enterprise AI architecture. Will this help mend some of the fences with VTEX? Does it address the core issues surrounding operator control with the composable system? Probably not. There's a rhyme to MACH's reason, and maintaining fierce standards is part of that language. But we’ll see how things unfold. One thing is certain: Mariano will continue his quest for greater flexibility in a market that’s being utterly transformed by AI. “History proves that the highest risk position we can take now would be not assuming any risk,” he told me. “And that serves for NRF, that serves for the MACH Alliance, that serves for any association.”Institutional disagreements aside, VTEX is clearly pushing to innovate on its own terms with agentic commerce, and this could power its already strong collection of 3,400 active storefronts across 43 countries with less friction, greater productivity, and an even nimbler posture. Based on its measurable successes with real customers using its preliminary agents, VTEX is making real headway toward its vision of an autonomous platform that powers the future of digital commerce for B2B and B2C models. They certainly have the chops and market credentials to lead the way, with more than 2,400 brands trusting its technology to unify omnichannel sales, intelligent order management, data pipelines, retail media, enterprise-grade security, and more.It’s early days, so it will be interesting to see how VTEX's pricing models evolve surrounding its agent services. But for buyers with complex requirements and global fulfillment demands, the promise of agentic commerce could be a game changer – with the right platform to build on.  <hr /><h4 style="text-align:center" id="looking-for-guidance-on-vtex?-talk-to-an-expert.">Looking for guidance on VTEX? <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/contact">Talk to an expert.</a></h4><hr /><h3 id="upcoming-events">Upcoming Events</h3> <img style="width:31.44%" src="https://cmscritic.com/ms-content/uploads/2025/08/cms-kickoff-2026-logo.png" alt="" /><h4 id="cms-kickoff-2026"><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmskickoff26">CMS Kickoff 2026</a></h4>January 13-14, 2026 – St. Petersburg, FloridaMeet industry leaders at our fourth annual CMS Kickoff – the industry's premier global CMS event. Similar to a traditional kickoff, we reflect on recent trends and share stories from the frontlines. Additionally, we will delve into the current happenings and shed light on the future. Prepare for an unparalleled in-person CMS conference experience that will equip you to move things forward. This is an exclusive event – space is limited, <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmskickoff26">so secure your tickets today.</a>

VTEX Expands Enterprise Capabilities with Agentic Commerce, B2B Orchestration, and Omnichannel Power

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VTEX Expands Enterprise Capabilities with Agentic Commerce, B2B Orchestration, and Omnichannel Power