A guide is coming
Why we are publishing a field guide to running an e-commerce brand with AI agents — and what to expect from these field notes.
Published July 30, 2026
There is a guide coming. This is the first note to say so, and to say why.
I run a small e-commerce brand with almost no team, and for the last stretch I have been running it with AI agents — real ones, doing real work, gated behind a single approval queue I actually read. Along the way I have learned which agents pay for themselves in a morning, which ones need a leash, and which ones you should never let near your credentials until they have earned it. That is what the guide is about. It is called The E-commerce Founder’s Guide to Running Your Brand with AI Agents, and it will land here one chapter at a time.
These field notes are the other half. Where the guide is the map, the notes are the trip report — what a seat actually did last week, what it cost, what broke, and what the numbers really say once you check them. I will bring receipts, and I will flag every estimate as an estimate. When I write that the seats logged a thousand hours of work, you will also read the sentence right after it: that number is agent-estimated, and the measured ledger is still in progress. Receipts mean receipts.
No launch fanfare. Just the work, published as it happens. If that is your kind of thing, put your email on the list and the next note will come to you.
Questions founders ask
- What is Figaro?
- Figaro is an operating system for e-commerce founders. Each business function — media buyer, marketplace manager, bookkeeper, morning briefing — runs as an AI seat with its own job description and autonomy level, and every action that moves money or publishes routes through one human approval gate. It is currently being dogfooded on a real brand, Rosebud Woman.
- Is Figaro available to use yet?
- Not yet. Figaro is real and running on a live brand, but it is not multi-tenant or self-serve. The guide teaches the underlying practice so you can do this yourself today, and the waitlist is where you will hear when seats open.