Complex catalogs, structured APIs, and the case for making product data perform wherever buyers now begin their journeys.
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When discovery changes, the systems underneath commerce have to change with it. That has been the through-line of every major shift we've watched commerce go through, and it's the reason we're announcing a new technology partnership with Elastic Path today.
The headline is simple: ReFiBuy's Commerce Intelligence Engine is being integrated with Elastic Path Composable Commerce. Elastic Path merchants will be able to evaluate, enrich, distribute, and monitor their product catalogs for AI shopping agents through the workflows their commerce teams already use.
The reason behind it is the part we want to talk about first.
Most conversations about AI shopping still center on the storefront, like how a brand shows up in ChatGPT, what its Perplexity result looks like, whether Gemini links back to the PDP. Those are real surfaces, and they matter.
But they are downstream from the catalog.
As AI shopping agents become a new path to discovery and purchase, they increasingly rely on product data before a buyer reaches a traditional product experience. They need to understand what a product is, who it is for, how it compares, and when it belongs in consideration.
That shifts more of the work upstream, into the catalog itself.
For commerce teams, the question is no longer only whether product data is good enough for storefronts, search, and feeds. The question is whether it is structured, complete, and contextual enough for AI shopping agents to interpret accurately.
That is the problem Agentic Commerce Optimization is built to solve.
Elastic Path's platform is already API-first and built to express product complexity cleanly through discrete, governed APIs. That makes it a natural place to bring catalog intelligence directly into B2B commerce workflows. And nowhere is that structure more important than in B2B.
Consumer commerce is complex, but B2B is a different category of difficulty. There are negotiated price books, buyer-specific entitlements, and configuration rules. Bundles, kits, and variants that change based on who's logged in. Product relationships that span thousands of SKUs and dozens of customer segments.
Much of that context can get lost when complex B2B catalogs are reduced to flat product data. And none of it can be left to inference.
Agents that have to guess will guess wrong. And in B2B, wrong does not just mean irrelevant. It can mean recommending a product the buyer should not purchase, at a price or configuration that does not apply.
Addressing this complexity is where we think this partnership is significant beyond the integration itself. B2B was the part of commerce most people assumed AI agents would reach last. We think it's actually the part where the stakes for getting catalog data right are highest first, and the part where the gap between "catalog that runs your storefront" and "catalog that performs in agentic commerce" matters most.
Elastic Path's CEO, Bryan House, put it cleanly in the announcement:
"Nowhere are the stakes higher than in B2B, where intricate product relationships, negotiated price books, and configuration rules can't be left to inference. Elastic Path expresses that complexity cleanly through discrete APIs, giving merchants the structured, governed catalog data that AI shopping engines demand."
We agree. And we built the Commerce Intelligence Engine to be the optimization layer that sits on top of that foundation.
The integration will connect ReFiBuy's closed-loop Commerce Intelligence Engine into Elastic Path's Product Experience Manager. From a merchant's perspective, the loop runs in three movements:
Three things to call out about that loop.
First, it's continuous. The agentic ecosystem isn't a fixed target. AI shopping environments change, model behavior evolves, and the context required to qualify can shift over time. Static enrichment passes don't hold up. The loop has to keep running.
Second, it's SKU-level. Aggregate catalog scores tell you nothing about whether a specific product qualifies for a specific query in a specific engine. Eligibility happens one SKU at a time.
Third, the optimized data goes back into Elastic Path. The commerce platform stays the source of truth. ReFiBuy is the layer that makes that truth perform.
The way you should read this announcement depends on where you sit in the market.
The ReFiBuy integration for Elastic Path Composable Commerce will be available in early access in the second half of 2026. Elastic Path customers who want to learn more can reach out through their customer success manager or book a demo with us directly.
For everyone else: product catalogs are quietly becoming the most important asset in commerce. If you want a SKU-level read on how AI agents are interpreting your products today, our Agentic Readiness Report is the fastest way to see where you stand.
The full press release is available at https://www.elasticpath.com/resources/press-releases/elastic-path-and-refibuy-partner-to-optimize-product-catalogs-for-ai-shopping
ReFiBuy is the leading Agentic Commerce Optimization platform, helping brands and retailers prepare product catalogs for AI-powered shopping. Learn more about what ACO is and why it matters.
ReFiBuy announced early access to Build with ReFiBuy, a developer platform that gives access to its Commerce Intelligence Engine.
NewRoad Capital Partners leads Series Seed as ReFiBuy helps brands and retailers compete in AI-powered shopping