Swap Launches AI Agent Storefronts With Fashion Brands Including Paul Smith

Swap launched the first agentic storefront on May 12, 2026. The AI-powered sales channel operates separately from a brand’s main website. Swap claims it converts at roughly double the rate of typical e-commerce. Running on a dedicated AI site separate from each brand’s main store, Swap Storefront guides shoppers from product discovery to live virtual try-on to checkout in a single, fully branded experience.

Com site. The platform is converting at twice the industry rate. Launch partners for Swap Storefront include Paul Smith, Retrofête, Odd Muse, and Studio Nicholson. AI agents are trained on each brand’s products and owned by the merchant.

This gives brands control over how their agent looks, sounds, and sells. Juan Pellerano-Rendón, chief marketing officer of Swap, said the project began with a consumer-focused idea. “It actually started as this idea around helping consumers find what they want more seamlessly and through a more guided experience.

We originally had this idea for a B-to-C product called Window Shop,” he said. While developing that product, the company realized the technology would be more powerful in the hands of brands. Brands have been ceding control of the customer relationship for some time, including data and revenue.

Swap Storefront introduces a new model built expressly for merchants where brands own the end-to-end experience. Pellerano-Rendón said large language models are structurally misaligned with brand incentives. ” “We recognize that there’s a major gap in the market.

You’ve seen ChatGPT announce things with Sephora. Gemini announced an integration with Gap,” Pellerano-Rendón said. Google has 900 million to a billion shopping queries a day.

Com. That outcome reinforced Swap’s view that LLMs create walled garden experiences focused on platform retention rather than merchant conversion. The company therefore approached the project from an entirely merchant-first lens.

Swap Storefront has two default experiences for consumers. One is discovery mode, similar to scrolling on Instagram or TikTok reels. The other is a conversational commerce journey where the consumer interacts with the agent and talks back and forth.

Pellerano-Rendón said the conversational path allows precise matching of shopper needs. ” With founder-led brands, the company made the founder the voice of the AI. “It’s a true representation of the brand,” he said.

Forbes reported that luxury retailers see the technology as a way to mimic their in-store experience as closely as possible. Big-box retailers have expressed interest in using it to elevate service for their top 40 percent of VIP customers through greater curation and personalization.

According to Swap, its Storefront shows higher conversion rates, longer time on site, and lower returns than the brands’ traditional e-commerce channels.