Agentic Commerce has moved beyond theory and into live retail environments. Independently making decisions, taking actions, and performing transactions on behalf of users. Shifting digital commerce to dynamic, machine-driven interactions where products are discovered, assessed and purchased by agents, not just people.
For retail, this raises a clear commercial challenge. How do you ensure your products, data and systems are visible, trusted and transactable in an agent-driven environment?
This session focuses on what matters now. ARC’s Fleur Brown and GS1 Australia’s Marcel Sieira will highlight three existing tools that already support the agent-facing layer of Agentic Commerce and share how you can structure your product data and system readiness to win in machine-led interactions.
Webinar speakers
Marcel Sieira
Chief Operating Officer
About Shane
For over 20 years, Marcel Sieira has dedicated his career to empowering industries and governments with the transformative potential of GS1 standards and services, which includes the current adoption and roll-out of Next Generation 2D Barcode technology here in Australia.
Since joining GS1 Australia in 2003, Marcel has played a pivotal role driving innovation and fostering industry-wide adoption of these important global standards. His journey with Australia’s barcode standards not-for-profit organisation began with establishing the Consulting Services Group to develop and launch new industry-based services.
Now serving as Chief Operating Officer, Marcel leads diverse teams in Marketing, Partnerships, Services Adoption, Industry and Government Engagement, and Global Standards and Education.
Marcel’s leadership extends across multiple sectors, including Retail, Agriculture, Healthcare and Transport & Logistics, and addresses critical areas such as digital transformation, paperless trade and e-commerce, supply chain visibility, traceability, consumer and patient safety, cross-border trade, and circularity. With a focus on both private and public sectors, Marcel’s contributions promote global best practices, transparency and seamless industry collaboration.
Before his tenure at GS1 Australia, Marcel built a strong foundation in Sales and Business Development, specialising in cutting-edge solutions such as e-Business applications, Data Synchronisation, and Internet Security. His ability to bridge technical expertise with business strategy has been instrumental in delivering real-world results.
As part of GS1 Australia’s Executive Team, Marcel continues to shape the organisation’s strategic vision, representing it on numerous national and international platforms.
Marcel is particularly passionate about the societal and economic benefits from automation and productivity gains that standards-based supply chain technology can deliver, and the positive impact to Australian communities from increased wellbeing, safety and economic growth.
His unwavering commitment to advancing GS1 standards globally and here in Australia has left an indelible mark on modern supply chains, ensuring they remain resilient, innovative, and forward-thinking to meet the growing need of our fast-paced, digital world.
Fleur Brown
Chief Industry Engagement Officer
Australian Retail Council
About Fleur
Fleur leads the Industry Affairs portfolio for ARC which encompasses policy and advocacy, media, marketing, events and partnerships. Fleur has worked as an executive leader in government, media, marketing industries and prior to joining the ARA ran the award-winning Launch Group agency which was responsible government and investor relations, advocacy and media management for many leading Australian brands and public entities.
With a rich background in technology and innovation, she is a former Director of TechSydney, a founding team member of StartupAUS (now Tech Council Australia) a founding director of TEDxSydney and founder and producer the Nine Network’s Entrepreneurs TV show. Fleur is author of the business book The Business of Being You.