Shopping Today 2026

Martijn van dijk, CCO Follo

How visible is your brand in the organic landscape? Not just in the blue links, but in PAAs, in local, in AI overviews, and as a citation in AI search. Most brands can't answer that question, because one integrated benchmark was missing.

Now there is one. With FolloEngine, our own tool, we introduce the brand visibility leaderboard: the benchmark that ranks brands per category on total organic visibility in the Netherlands.

In this session, we reveal the first rankings and the surprises within them. You'll discover where your brand is found, where it stays invisible, and how to change that.

Judith de Rooij, Head of social

Targeting options are fading further into the background, while algorithms need better signals to reach the right audience.

With insights from Social Search, you see which topics, questions, and content formats are already getting attention in the market. You also discover which creators are visible on relevant keywords, and therefore hold influence within your category. This way, you build campaigns based on current interest, not assumptions.

The result: more relevant content, a stronger paid social strategy, and a better foundation to stay ahead of the competition.

Stijn Bergmans, Head of AI Search

What if Google as we know it stops existing? Ten blue links and clicks on a results page are a thing of the past. We search more than ever, but no longer ourselves: AI agents in ChatGPT, Gemini, Google's AI Mode, and Copilot will soon be searching, comparing, choosing, and buying on your customer's behalf, without them ever visiting your website.

The click disappears, but the choice is made before that click. And it doesn't stop there: the next step is agentic commerce, where the agent doesn't just choose but also pays. OpenAI, Google, Visa, and Mastercard are now building the rails (ACP, AP2, agentic payments) that let an agent order and pay independently.

Then not just the click disappears, but your storefront too. The question isn't whether this affects your brand, but whether you're the name AI chooses at the moment it matters.