Shoptet introduces an MCP server for managing online stores and prepares for shopping through AI assistants
The Shoptet platform has launched an MCP server for managing prices, discounts and online store content and, according to CPTO Pavel Cvetler, is preparing for a future in which customers shop through AI assistants. It is also expanding its integration with the Allegro marketplace.
The Shoptet platform operates an MCP server through which AI tools can be used to set product prices and discounts or publish content on an online store. According to Pavel Cvetler, Chief Product and Technology Officer (CPTO) at Shoptet, this is no longer a distant prospect but a working solution. He says AI cannot yet automatically order products that are running low from a supplier on behalf of a merchant, but it can flag declining stock levels.
Shoptet is also preparing for a scenario in which customers stop routinely visiting online stores directly and shop through AI assistants. Cvetler expects this change to happen through a gradual transition rather than overnight, and assumes there will still be room for traditional online stores further into the future.
According to Cvetler, hopes that AI will erase the lead held by the largest online stores have not yet been fully realized – major players continue to benefit from a well-known brand, and he says the new environment may still require paid advertising, which could put smaller merchants at a disadvantage. Shoptet is therefore working to remove technological barriers by improving the visibility of online stores and making them easier for AI to understand.
The platform is also expanding its AI integration with the Allegro marketplace, where artificial intelligence simplifies tasks including matching products to categories. Pavel Cvetler joined Shoptet in September 2024 and was appointed to the CPTO role, created by merging the positions of product director and IT director, in May 2025; before that, he spent 12 years at Livesport as head of developers.
Why it matters
For merchants on the Shoptet platform, the MCP server provides a concrete tool for automating online store management through AI, while integration with Allegro provides a new sales channel. According to the company, it is also becoming increasingly important for online store content to be understandable to AI systems, because some purchasing decisions may shift to AI assistants – this could affect how smaller merchants compete with major brands.
Relevant practical impact
What this means
For a business
Online store operators on the Shoptet platform are gaining a tool (an MCP server) for managing prices, discounts and content through AI, along with a new sales channel through integration with the Allegro marketplace; at the same time, pressure is growing to make online stores understandable and visible to AI assistants, because according to Shoptet, customers may visit store websites directly less often over time.
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