04/06/2026
Sydney turned on its usual mix of dramatic skies and looming rain, but it did nothing to dampen the energy inside the room. Last month, Rosie Brooks represented BA at Australia’s first Ecommerce Agency Summit, and it delivered.
Unsurprisingly, AI was the dominant theme. Not the “great idea!” version we’re all used to seeing, but the practical realities of how agencies are implementing it, operationalising it, and using it to create meaningful outcomes for clients.
There were plenty of standout sessions. Mac King from Domaine challenged agencies to think about implementation versus orchestration. Swym’s Hugh Russell-Parsons shared how tools like Wishlist Plus are unlocking valuable buyer-intent data that merchants previously couldn’t access. Alexandra Lawson from Checkout Components explored how brands can optimise the emerging agentic checkout experience. Then Brenden Rawson from Anzen stepped up and delivered what can only be described as a masterclass in embedding AI across both operations and product. Genuinely impressive, and not surprising if you’ve followed his work.
One of the most valuable perspectives came from Kate at Arcina Ori, who spoke candidly about where agencies create the most value and what strong agency-client partnerships actually look like. High trust. Clear deliverables. Shared goals. Simple, but worth remembering.
A big thank you to everyone involved in making the inaugural Ecommerce Agency Summit such a great event, and to Neil and Tim Finn for planting the seed for a Sydney trip in the first place.
