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.