What does it take to turn a complex online shopping journey into a personalized, conversational experience?
At DMEXCO 2026, Roman Burdick, CMO of Rebike Mobility, joined Dana Nedamaldeen, Co-Founder & CEO of Neocom, on stage to explore how AI agents are reshaping e-commerce and how Rebike is putting this transformation into practice.
Under the title “AI That Actually Sells: How Rebike Brings AI Agents into Their Customer Journey,” they discussed the move from traditional product search to intent-driven shopping, the challenges of selling refurbished e-bikes online, and how guided selling and AI agents can work together to support customers throughout their buying journey.
For decades, online shopping has relied on search bars, category navigation, and filters. Customers were expected to understand product specifications, compare alternatives, and make decisions largely on their own.
But expectations are changing.
Customers increasingly describe what they want to achieve, rather than searching for specific products. Instead of navigating dozens of filters, they expect personalized recommendations and direct answers to their questions.
At DMEXCO, Dana highlighted how this shift is driving the evolution toward the Agentic Storefront, where AI agents help customers discover, compare, validate, and purchase products through natural conversations.
For businesses selling complex products, this creates an opportunity to bring expert-level guidance into the digital customer journey.
Rebike specializes in professionally refurbished e-bikes, offering customers a more affordable and sustainable alternative to purchasing new bikes.
However, buying a refurbished e-bike online involves more than finding the right model.
With 3,000-5,000 bikes, around 400 brands, and numerous technical specifications, customers face a complex decision-making process.
During the presentation, Roman identified four key trust barriers customers need to overcome before completing a purchase:
Traditional navigation and static FAQs struggle to address these questions effectively, particularly when customers need personalized advice.
To address these challenges, Rebike combines its Bike Finder Quiz with an AI-powered shopping agent.
The Bike Finder helps customers narrow down their options based on their preferences, intended use, and requirements.
The AI agent takes the experience further, providing conversational guidance across the customer journey. It helps shoppers compare specific bikes, understand technical specifications, learn about brands and refurbishment processes, and find answers to service-related questions.
The distinction is simple: the quiz helps customers find a starting point, while the AI agent continues the conversation wherever questions arise.
Together, they make a complex assortment easier to navigate and help customers move toward purchasing decisions with greater confidence.
Rebike's approach illustrates a broader transformation in e-commerce.
As shopping becomes increasingly conversational, online stores need to move beyond static product listings and provide experiences built around customer intent.
One of the key takeaways from the DMEXCO session was the growing importance of structured product data. AI agents need reliable information about product specifications, compatibility, availability, and pricing to deliver meaningful recommendations.
For retailers, the opportunity isn't simply to add another AI feature. It's to connect product knowledge, personalized advice, and customer support into a more seamless shopping experience.
Rebike offers a practical example of how that transition can begin.
Want to learn more about how Rebike is using personalized product guidance to improve its online shopping experience?
Explore the Rebike Case Story to see how Rebike and Neocom are helping customers navigate complex purchasing decisions and achieve measurable results.