Welcome to the Scoop<\/a>: a weekly email series in which I quiz fashion insiders on the stories of the week. This will be a way for the Vogue Business community to synthesize and reflect on the latest headlines and get a little inside scoop every Friday.<\/em><\/p>\n This week\u2019s guest is Juan Pellerano. Juan is the chief marketing officer of Swap Commerce, a company that helps companies with their e-commerce logistics. Swap was also our partner on our new executive report, \u2018How to Sell<\/a>\u2019, as well as the Vogue Business<\/em> Global Summit<\/a> that just took place in Chantilly.<\/p>\n It was on that stage at the Ch\u00e2teau de Chantilly where Swap co-founder and CEO Sam Atkinson broke the news that Swap is launching the world\u2019s first-ever agentic storefront. But what on earth is an agentic storefront? I asked Juan to explain while we took in the sun on the steps of the ch\u00e2teau in between sessions.<\/p>\n Hi Juan, what\u2019s the scoop?<\/strong><\/p>\n We\u2019re bringing out the first agentic storefront. We\u2019ve been working on it for a year and are excited to launch it alongside over 20 brand partners, but notably Simkhai, Retrofit, Studio Nicholson, and Manors Golf. Originally, we worked on this from a B2C standpoint. We had a product called Window Shop that we ultimately didn\u2019t bring to market, but it was essentially about how to get someone the exact product they\u2019re looking for. And during the development of Window Shop, we realized we could put this power in the brands\u2019 hands and give them a tool that lets them control the customer experience end-to-end.<\/p>\n But what is an agentic storefront? Can you explain it to me in layman\u2019s terms?<\/strong><\/p>\n Basically, it\u2019s as if you were a brand that took to ChatGPT for a day; what would that look like? Once you land on an AI version of the brand\u2019s site, we have two journeys that you can choose from. One is the discovery mode: shopping as if you\u2019re scrolling on TikTok or Instagram, where you can scroll through the feed and see products in that way. And then there\u2019s the conversation side of it, where you can talk directly to the agent with your voice or through text and find very specific things. If you\u2019re looking for an outfit for an occasion, a trip, etc., or you\u2019re just looking for simple basics, you\u2019re able to interact with the agent in the same way that you would interact with someone in a store.<\/p>\n We find that through that very guided discovery, you\u2019re able to convert better. So we\u2019re seeing brands convert at roughly twice the rate of a standard .com. And then virtual try-on helps them reduce returns because they can try on items. So we\u2019re seeing about a 20% reduction in returns and, obviously, more time on site, as the experience is interactive.<\/p>\n Swap and Air Mail have debuted their first agentic storefront through a residency collaboration in New York and London selling merch such as the \u2018Talk to my Agent\u2019 hats.<\/p>\n <\/span>Photo: Courtesy of Swap<\/span><\/div>\n<\/figure>\n<\/div>\n![\"Image](\"https:\/\/assets.vogue.com\/photos\/6a0722945dc537ed9e55bf25\/master\/w_1600%2Cc_limit\/Airmail%2520x%2520Swap_0017%2520(2).jpg\"\/)
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