Fashion E-Commerce Insider-Talk: Data Strategy, Brand, Performance & the Reality of KI-Agents.

If you don't have the 45 minutes to watch the recording here's the summary of our E-Commerce Insider Talk:

What Eterna Can Teach Us About the Future of
E-Commerce

What does it take to build better E-Commerce experiences in a world increasingly shaped by AI?

In this webinar, Adrian Goller shares practical lessons from his journey at Eterna-from Data Analyst to interim Head of E-Commerce, covering first-party data, CRM, brand, performance marketing, and operational excellence.

The second half explores a real-world Agentic Commerce experiment with Maxi Mandl from Neocom: how an AI shopping agent performed in Eterna’s online store and what actually influenced customers’ purchase intentions.

From Data to E-Commerce Leadership

Adrian’s experience shows why E-Commerce needs to be viewed as an integrated system.

From CRM and email to merchandising, performance marketing, UX, and returns, every touchpoint contributes to the overall customer experience.

One example: Eterna’s newsletter generated 15–20% of total traffic, demonstrating the value of owned channels and first-party data.

Three Projects, One Goal: Better Customer Journeys

Adrian highlights three practical projects from Eterna:

• Frontend Relaunch: identifying friction across the online customer journey.
• Customer Lifetime Value: making the long-term value of customers measurable.
• Size Advice: helping customers choose the right size while reducing potential returns.

Together, they illustrate a broader principle: E-Commerce optimization goes far beyond conversion rate.

Operational excellence means creating a consistent experience across the entire journey: from the first brand touchpoint to navigation, guided selling, fulfillment, and returns.

Putting AI Shopping Agents to the Test

The webinar then moves from traditional E-Commerce to Agentic Commerce.

A Neocom shopping agent was integrated into Eterna’s online store and compared with non-agent sessions. The research found that 23% of purchase intention could be explained by the service quality of the agent. Purchase-relevant KPIs also improved after the Shop Agent was introduced, while customer service requests around size and fit decreased.

Human-Like AI Beats Pure Efficiency

The research identified a surpising finding: efficiency is necessary, but not necessarily a differentiator. Once an agent is efficient enough to provide useful product advice, anthropomorphism and enjoyment have a stronger influence on purchase intention. 

In other words, an AI agent shouldn't just help customers find the right product faster. The interaction itself needs to feel natural and enjoyable.

This led to one of the webinar’s most memorable examples: the “Rainer Effect.”

Rainer, Eterna’s long-time factory-store salesperson, became the inspiration for the AI agent’s tone. Real sales conversations were recorded and translated into the agent’s prompt.

The result: an AI shopping experience shaped by real sales expertise rather than a generic chatbot personality.

The Takeaway

Agentic Commerce isn't about replacing everything that came before.

It builds on the fundamentals of good E-Commerce: quality data, strong customer knowledge, clear brand positioning, and excellent service.

The next step is to turn that knowledge into AI-powered experiences that understand customers, guide them naturally, and make product discovery easier.

Watch the full webinar to hear Adrian, Nico and Maxi explore the Eterna case, the research behind it, and what it means for the future of Agentic Commerce.

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