Nexi and ReFiBuy Partnered for AI Shopping Agents
The companies have launched a collaboration to optimize merchant product data for AI-driven online retail search tools.
Updated on Oct. 2, 2026 in Shopping — General
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Nexi has partnered with ReFiBuy to help merchants optimize product data for AI shopping agents. This initiative aims to increase visibility as consumers shift toward using artificial intelligence for product discovery.
Why it matters
Consumers have rapidly adopted AI agents for online research, making data optimization critical for merchants to remain visible in results. This partnership provides the infrastructure and guidance necessary for businesses to compete in the emerging field of Agentic Commerce.
Nexi currently serves merchants in more than 25 countries. The organization is conducting merchant pilots for agent-driven payments as part of its collaboration with Google Cloud.
The players
Nexi
Nexi is a European payments company that serves merchants across more than 25 countries.
ReFiBuy
ReFiBuy is a technology firm that specializes in Agentic Commerce Optimization to assist with AI product data interpretation.
Google Cloud
Google Cloud is a suite of cloud computing services that collaborated with Nexi on payment infrastructure for Agentic Commerce.
The details
ReFiBuy provides Agentic Commerce Optimization, which interprets product catalogues so they can be accurately read and recommended by AI assistants. The companies have also initiated merchant education programs to guide businesses through the technical requirements of this new retail era.
Timeline
The consumer survey reflects behavior through September 2026.
The partnership between Nexi and ReFiBuy was announced on October 2, 2026.
Culture Shift
This partnership signals a shift toward the rise of AI shopping agents as identified in Nexi's consumer survey. It marks a departure from traditional search engine optimization, forcing retailers to restructure their product data to accommodate non-human interface interactions.
Shoppers may soon find that AI-driven search tools provide more accurate and relevant product comparisons when they shop online. Merchants will need to adapt their digital catalogues to ensure they appear in these AI-generated results, potentially changing the variety of options consumers see.
The takeaway
As AI agents become more prevalent, merchants must prioritize structured product data to ensure their goods are discoverable. Consumers should expect AI-assisted shopping to become a standard part of their research process in the coming months.
Further reading
For more information on how technology is changing the way people buy goods, visit the Shopping — General section.
Source note: This article includes information reported by Retail Times.
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