Shop: The Sales Channel You Shouldn't Ignore

Speaker A: This episode is brought to you in part by Swim.

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Speaker B: Today in Our Editions Spring 2026 series, we continue our deep dives on Shopify feature updates. And joining us to tell us about what's new with shop is director of product for Shop, Kenny Cohen. Kenny, welcome. Thanks for joining me.

Speaker C: Yeah, thanks for having me. Great to be here.

Speaker A: The big one we want to know.

Speaker B: Give me the high level overview. What is new with Shop?

Speaker C: There's so much new, there's so much shopping all the time. But the big thing that we're most excited for for this edition is Shop Search. Shop Search is becoming the most personalized shopping assistant, period. Built around your buyer profile, built around everything. We've kind of gathered about your interests and intent around, um, using Shop Pay, where you shop, the brands you like, and really creating the best and most

Speaker D: personalized shopping search experience around that.

Speaker C: So that's the big thing launching, but we're also announcing some cool stuff with retail, um, new tools for merchants. But I would say agentic search and

Speaker D: Shop Search is one of the most exciting jobs.

Speaker B: So. All right, for people who don't know, remind me. Redefine for us. Reintroduce Shop to us.

Speaker C: Yeah, it's a good question. Shop. Shop is Shopify's consumer brand, right? And I would say, um, you can kind of anchor your understanding around some of our hero products and it will

Speaker D: kind of give you a sense for what Shop is.

Speaker C: But the two products that probably come

Speaker D: most in mind for people are Shop

Speaker C: Pay, AKA that purple button at checkout, and, uh, track with Shop. Shop is basically our opportunity to say, hey, how can we accelerate growth for

Speaker D: brands who choose Shopify by reducing friction

Speaker C: and things like checkout by saying like, hey, I actually don't want to fill out a form every time I do this, you know, every time I go to pay or I really don't want

Speaker D: to like, create an account all over the place. I kind of want like one convenient account and merchants benefit from that, you know, reduction in friction.

Speaker C: And the other side of this is like, hey, Shopify contains some of the

Speaker D: greatest direct to consumer brands on the Internet.

Speaker C: Like, it's awesome if we could have

Speaker D: an app where you could discover those brands, connect with them, shop from them in one place, and of course track your orders.

Speaker C: So it all started with like an order tracking thing there, but over time it's really evolved into end to end

Speaker D: personalized discovery in a single app. And that's what we've been focused on for quite a while now.

Speaker C: So it's, it's really this kind of

Speaker D: like, ecosystem of features, some of them in the app, some across online stores

Speaker C: that um, are based around again, that unified buyer.

Speaker B: It's funny you said, hey, like we're doing these things to reduce friction. It is amazing to me how often people say, like, I'm disappointed when I get on, you know, I go to make a purchase online and it's not Shopify because I don't want to bother with their checkout. Like just that shop pay is so convenient and I get it. I feel the same way.

Speaker C: Yeah. I mean, it's one of the greatest things that we hear and probably the most frequent thing we hear in our customer interviews is basically like, if I don't see that purple button at checkout, like, bye, bye. I think someone posted, someone posted a tweet of like the guy ejecting out

Speaker D: of a rocket ship.

Speaker C: That's like, you know, when I don't

Speaker D: see shop pay at checkout, like, that's how I feel.

Speaker C: And like, we love, we love hearing that. Obviously, I think that's um, that's awesome

Speaker D: and that's what it's all about.

Speaker C: And it really does come back to like, that's helping merchants win. Like, it means that when you're picking

Speaker D: shop pay as a payment method at

Speaker C: checkout, um, as a merchant, that like, you're bringing some credibility, reduction in friction

Speaker D: and that familiarity to buyers on the other side. It's super important.

Speaker B: How long shop app I want to talk about how long has it been around?

Speaker C: Uh, about six years, I think is when it was officially announced. It's actually an interesting kind of like, origin story. Started as, ah, two separate products. It was Shop Pay, which really started as Shopify Pay, which was a checkbox

Speaker D: at checkout that was to remember you. So it'd be like, remember my information for next time was a very humble app is project actually.

Speaker C: And then the other product was called

Speaker D: Arrive, which was the package tracking app.

Speaker C: Um, because it was such a common

Speaker D: issue for merchants handling inbound around like where is my order?

Speaker B: Yeah, where's my order? You get that one.

Speaker C: So we basically built the like where is my order? App. And both of those things grew independently and eventually it was like, hey, these are both like buyer facing products.

Speaker D: What if we merge them and that became Shop and you, uh, know evolved into many, many beautiful things since then.

Speaker C: But around six years ago I think is when it came together.

Speaker B: So uh, since you have to make these product decisions, this is just kind of interesting. Shop's interesting because it has two audiences. The merchant on one side and then the customer on the other. I assume that's true of a lot of Shopify's products, but I feel it the most with Shop. How do you optimize for those two audiences?

Speaker C: Yeah, it's a good question. It's one we get a lot. And I think it's kind of this false, uh, dichotomy kind of to some extent. But really we're part of Shopify. We're here to help merchants win first and foremost. And we do that vis a vis

Speaker D: building amazing buyer experiences.

Speaker C: I think the two really go hand in hand. But I would say at the end of the day, we're here to help merchants win and help elevate their brand. Like in shop, there's just many decisions where, like many marketplaces and many, many

Speaker D: places that you platforms where you discover online.

Speaker C: You could go all the way through the funnel and realize like, I don't know who I just bought from.

Speaker D: Who is this brand?

Speaker C: And you look and it's like seven consonants or something. And Shop takes a different tact.

Speaker D: Like we want you to build a relationship with the brand that you're buying from.

Speaker C: And so you'll scroll through our home

Speaker D: experience and we call it window shopping

Speaker C: because we want it to feel like us peer into, um, the great brands

Speaker D: that are on Shopify.

Speaker C: So we're really a platform that helps

Speaker D: celebrate great merchants, great brands who tell

Speaker C: great stories and then yes, obviously build frictionless buyer experiences, um, on top of

Speaker D: those to enable discovery, purchase, repurchase.

Speaker B: So it sounds like a core goal here of ShopApp of that experience for a customer is discoverability. And if I'm the merchant, for me the outcome is I want to be discovered. Bring me new eyeballs, new customers. It sounds like an Agentix search is the big feature that can help with that, I think. Uh, tell me about it.

Speaker C: Yeah, so we've had a search product for a few years now. Um, so that part of it isn't new. This is really Agentix search is really just an evolution Shop search. And what we realized is that, you know, a lot of times you're looking for something and you don't even necessarily

Speaker D: have the words to describe it.

Speaker C: It's like, you know, you take a picture of a thing, of a part in your garage or something and it's like, I don't even know what this is, but I think I need a new one. Or, you know, I, we were just talking. I just had a kid recently and it's kind of like navigating all these

Speaker D: experiences where I am totally clueless on what to buy and I want something

Speaker C: that's kind of, um, can help me, guide me through that search process. And the agentic experience is really great for that. It's great for handling things when you don't quite have the words to describe what you need. It can help you do things like

Speaker D: finding gifts for people in your family, for people you love.

Speaker C: And, um, Shop search basically isn't just this kind of, you know, standard chat interface.

Speaker D: It's really built for shopping.

Speaker C: Um, it's really built to say like, hey, ultimately at the end of this, we want to help you research and

Speaker D: compare products to solve what you're solving for your needs that you're for looking for in this moment, but then also over a longer span of time, learn

Speaker C: about you and kind of deepen our

Speaker D: relationship with you and get more and more personalized of a shopping experience through time.

Speaker C: So, you know, it's, it's for those more complicated use cases. But really it's just also like a

Speaker D: more efficient way to search because it's highly personalized.

Speaker C: Um, that's kind of the core of it.

Speaker B: Walk me through an example. I'd like to like what you said. It makes sense. It sounds great, but it's abstract. Let's talk through. Let's talk through an example. My wife's birthday is coming up. I got to get her a gift. So I would open shop and say, hey, I need a birthday gift idea for my wife. And you know, she loves Barbie and um, you know, she's a Barbie collector. Like, yeah, something that effect. Give me, help me out.

Speaker C: Yeah. So I want to talk about kind of what's under the hood of this because it's, it's really important. So um, you're basically looking for a gift for your partner and you kind of have uh, maybe you've actually bought for them before. Meaning maybe you've shopped some stuff for yourself or your studio, your office and everything. Right. But then you've actually made other purchases

Speaker D: in the past that were kind of deviated from your standard profile.

Speaker C: We're starting to understand like, hey, you know, you might buy for yourself but

Speaker D: you also have a wife and maybe kids.

Speaker C: And our understanding of you as a buyer is actually that robust. So we can actually say, hey, we see that you've bought for your wife before. So when you actually enter that search, we'll be like, hey, yeah, you know,

Speaker D: I think you said she was into Barbie or something.

Speaker C: It's like, yeah, we see that like

Speaker D: you've searched for Barbie things in the past or bought them in the past.

Speaker C: Like does she want to build upon her collection or something like this? Like does she need the new dollhouse or whatever it is or does she want something from the movie that launched

Speaker D: uh, a couple of years ago? Right.

Speaker C: So it's actually saying, you know, this isn't the first time that we've talked about this before. It's going to trace back to our understanding of you as a buyer.

Speaker D: Even those Personas of people that you

Speaker C: often buy for and tailor the experience around that.

Speaker D: Right.

Speaker C: Um, in terms of what happens in terms of you know, finding products, we're

Speaker D: using our great search, we're using our understanding of merchants products, the taxonomy features of those products to best match buyers with you know, ah, things uh, that match the query. Right.

Speaker B: So that it sounds like, you know, the magic here. Because I could, you know, realistically, I could do a Google search, my alternative, I could do a Google search, I could ask ChatGPT. But what's different about your solution is it's leveraging first party data that it already knows about me and that improve relevance.

Speaker D: Yeah.

Speaker C: And that, that what ties all the way back into shop pay and these kind of ecosystem of uh, products. We have shopay sign in with Shop

Speaker D: as well for those that have seen that.

Speaker C: And that's where we're kind of understanding

Speaker D: your intents as a buyer.

Speaker C: We're seeing where you're shopping, what you're actually buying and ultimately that funnels down into this uh, kind of single understanding

Speaker D: of you as a buyer.

Speaker C: And Shop's personalized search is great because of that.

Speaker D: Right.

Speaker C: Um, I think that's really what differentiates

Speaker D: it and what will make it an amazing shopping experience for buyers.

Speaker B: This is cool. Sorry, it has my purchase history, like, whether or not I did that in Shop app. Like, I made those purchases with Shop Pay on Shopify stores, but it still knows it.

Speaker D: Correct.

Speaker B: Okay, cool.

Speaker C: So we're able to see, like, hey,

Speaker D: purchases that you've made with Shop Pay,

Speaker C: where you're signing in, what you're browsing, when you're signed in on online storefronts and able to stitch that together and

Speaker D: build, like, a pretty robust understanding of

Speaker C: you as a buyer. You pair that along with, um, your interactions as a buyer inside of Shop,

Speaker D: who you follow, the products that you

Speaker C: save, and like, um, and it builds

Speaker D: a pretty good understanding of who you

Speaker C: are, the brands that you love, your style, your overall vibe. And I think many search products kind of like, lack, you know, fail to capture this vibe concept of, like, you

Speaker D: know, you search for new clothes and

Speaker C: it's like, yeah, these are, like, technically,

Speaker D: you know, white T shirts, but they're not from the brands that I would ever buy.

Speaker C: And we're trying to basically remove those hops to, like, how do you actually search for something that matches the vibe

Speaker D: of who you are as a buyer?

Speaker C: And that, that vibe, that taste thing is a very hard thing to encode in. Kind of just pure taxonomy of products.

Speaker D: Right?

Speaker C: It's not about, like, yeah, it's technically, you know, the white heavyweight thick T shirt or whatever.

Speaker D: It's like, that's, uh.

Speaker C: There's like a cultural element here that I think we're trying to get to, to say, um, we can understand these

Speaker D: brands that you love to shop for

Speaker C: as a buyer, the taste and interest

Speaker D: that you have and what that might lead to in terms of the features that you think are important in the products that you're looking for.

Speaker B: So the difficult. The very difficult part here is you're trying to teach a computer to make some very subjective decisions. It's not easy. And then, um, to really complicate it because you want to play this on hard mode. You've got, uh, just a massive data set, a huge catalog to go through. I can't conceive of how it works. Like, you must be proud of this because I played with it. It does work. It does exactly what you say.

Speaker A: How.

Speaker B: How did you pull this off?

Speaker D: Years.

Speaker C: I think part of the answer is like, we've been in the game for a long time working on things around product taxonomy and understanding, um, understanding our

Speaker D: products, understanding the features of our products.

Speaker C: Like, this is not like a. Ah, hey, Model X. Launched recently and therefore this all magical thing appeared. It's been years of work building towards

Speaker D: search products, building towards recognition systems and understanding those products and then really years

Speaker C: of building deep relationships with our buyers, um, and building their trust to understand

Speaker D: and shape kind of this personalized experience.

Speaker C: Um, and by the way, I think that we're talking a lot about how

Speaker D: uh, this shapes the agent search product within uh, Shop Search.

Speaker C: But something else that's actually launching at

Speaker D: Editions is sign in with Shop on the Catalog API as well.

Speaker C: Which I think is quite cool because it basically says you can build on top of Shopify's catalog of products, um, enable users to sign in with Shop

Speaker D: and actually get a similar like personalized experience.

Speaker C: And again it speaks to this like Shop is, you know, you might think of Shop app as the place, the

Speaker D: single destination, but it's also this distributed experience that's improving discovery products and discovery experiences wherever you know, buyers are meeting the uh, products from these great brands.

Speaker B: And so other recommendation tools could pull, could use the same search and then Surface, you know, my Shopify products from my store potentially.

Speaker C: Exactly, yeah. I mean that's exactly what the Catalog API is enabling. Which is so cool because you think about how hard as a developer like

Speaker D: I, I've tried to build apps like

Speaker C: years ago that was like Commerce Marketplace,

Speaker D: like uh, commerce Discovery and search apps.

Speaker C: And like there was never a single endpoint. It was just like, hey, can I

Speaker D: just have the products from the Internet please?

Speaker C: Like that didn't really exist, you know what I mean? And the Catalog API makes that possible. And then the Catalog API plus Shop makes it possible to leverage the hundreds uh, of millions of recognized buyers that we have, um, as a part of

Speaker D: Shop and build personalized search experiences anywhere,

Speaker C: which is just so cool.

Speaker D: It's so much easier to build these new search experiences.

Speaker A: Support for this episode comes from zipify, makers of Shop Rank. Consider this AI may be hiding your Shopify store and you wouldn't even know it. Today more than 800 people use large language models like ChatGPT and Gemini to shop for their products. And those AI engines are deciding who to recommend. The question is whether they're picking you or your competitor. The trouble that most Shopify stores have errors they may not be aware of, missing alt text, weak descriptions, JSON schema. That is simply wrong. AI sees those errors and moves on without a second thought. And there goes the sale. Now you can do something about it. Shop Rank checks your product catalog against 17 critical factors that can keep you from appearing in AI search. But unlike other audit tools, which only tell you what's broken, Shop Rank fixes it for you automatically, no tech skills required. ShopRank gives you your store's AI visibility score in under 60 seconds and then

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Speaker B: All right, I love the idea. I want to participate. If I'm a Shopify merchant, how do I make sure that my products are included in these potential results? And then really, how's it deciding what to surface?

Speaker C: Yeah, I mean, honestly, it's one of those things where, um, to get started is very simple. Like we are. We've already done most of the hard work in terms of like labeling the products and making sure that we understand,

Speaker D: understand, uh, your products and their features.

Speaker C: But, um, you can see there's a new kind of like agency channel as

Speaker D: part of the admin of Shopify.

Speaker C: So you can go check that out

Speaker D: and kind of see how your products are appearing, see the search terms that you are or are ranking for and

Speaker C: kind of improve your performance. There's that space is early.

Speaker D: It's going to get better through time for sure.

Speaker C: Um, but, but the beautiful thing is like, the vast majority of merchants on

Speaker D: Shopify are already in shop and discoverable through agent search, uh, and through shop search right now.

Speaker C: So, um, the answer is not a

Speaker D: whole lot in terms of what merchants need to do to get started, does it?

Speaker B: Am I, am I in it by default? And where do I go just to. If I want to make sure? How do I verify it?

Speaker C: Yeah. So, uh, uh, Shopify merchants are basically in the broader catalog largely by, on by default, and Shop consumes that catalog.

Speaker D: So by default you're on.

Speaker C: Um, um, you can go to the agentic channels, uh, kind of sales channel inside of uh, admin and, and check

Speaker D: out your placement and then Shop Channel.

Speaker C: So the Shop app channel is a

Speaker D: separate app that you can install and

Speaker C: kind of personalize your storefront.

Speaker D: Um, update the branding merchandising of your storefront on Shop and make sure that the presence looks great and matches your brand.

Speaker C: So in addition to past, we've done

Speaker D: a lot of work there, we actually

Speaker C: have something else launching in this edition, which is posts, um, where you can go into Shop Channel and basically syndicate or, you know, post content to your, uh, followers or people who love your

Speaker D: brand on Shop app as well. So that's another thing dropping yeah.

Speaker B: You mentioned, you know, a big difference in your view for how if you're thinking of shop in comparison to marketplaces, is that retail experience, you know, making it surfacing the individual brand experience to the customer through this marketplace. Other places we don't see that shop app, that 10 is a priority for you. Um, and uh, posts seems like that you know, is supporting that. Tell me about posts. Like a plain term, is this, am I syndicating a blog post? Is it text? Am I posted portrait videos? What do I got here?

Speaker C: So you can, you can basically we know brands are producing great content across media platforms, social platforms, all over the place. We're trying to make it really easy for brands to uh, you know, cross

Speaker D: post content that they're already creating into shop.

Speaker C: And it's really about storytelling about your

Speaker D: brand, about your products, why you made

Speaker C: them, uh, why you think they're great

Speaker D: for buyers and it helps again bring some richness and depth to the buyer experience.

Speaker C: Um, we're trying to help buyers understand who they're buying from. We're trying to help them learn about

Speaker D: the products and really fall in love with products.

Speaker C: And sometimes it's hard to do that when you just look at you know,

Speaker D: a little square ratio thing of uh,

Speaker C: you know, a great pair of shoes. It's like there's only so much that you can do there as a buyer. It's like, are these for me, like what's the vibe kind of thing. So um, you can basically post videos, uh, and into posts, that's what they are. And then you can also connect to

Speaker D: Instagram and actually automatically cross post um, Instagram as well.

Speaker B: That's really convenient because that's where this content's getting posted to begin with anyway. And so if I could cross post it into the app into Shop. Excellent. You ah, know we're really extending um, the storytelling we could do as the brand inside shop. That, that's cool.

Speaker C: That's power 100%. And again it just helps bring your brand to life. Like you can only do so much vis a vis looking at, you know, flat products. I think it's a great buyer experience and we're seeing really good results from

Speaker D: brands that have adopted it early. So that's great to see.

Speaker B: Okay. The other additions, uh, announcements that we've gone over as part of the series are retail updates. And retail, it's getting faster, it's got new features. Shop, uh, does it have any tie ins to retail to pos?

Speaker C: Yeah, there's a lot of great work happening to kind of better Integrate the retail experience into shop. I think this is another good example where it's really about the ecosystem and how it all works together and it's unified I think like unification. Just doing, doing those kind of like boring things right. Where like you know, if you have retail locations set up properly now and shopify as admin. Now when you're shopping in the Shop

Speaker D: app on the product detail page you actually see real time availability of products

Speaker C: uh, connected to those retail locations. So just one of those basics, like it all just kind of talks to each other and works together really well. Things that um, now actually is going to work. And the other big thing is related

Speaker D: to the order tracking experience which is um, returns.

Speaker C: So now you can actually go into the Shop app, initiate a return, um,

Speaker D: choose a drop off location that's nearby,

Speaker C: you show up to the store, open the shop app, scan a QR code at POS and go on your way. And it's just a better experience for

Speaker D: people working at the store. Better experience for you as a buyer

Speaker C: to find that, you know what, I

Speaker D: actually can just go to the store and drop this off.

Speaker C: And again it creates that real world

Speaker D: connection between buyers and brands that shop.

Speaker B: If I'm the customer, you know me personally but uh, I'm sure other people feel the same way. I don't want to have to mail my return back if I don't have to. I would prefer to go do it in store if I can. And you having this and the way it's been set up and making it accessible to really retailers of any size, incredible. Because of the level of professionalism, I can add an offer now uh, by using this system as opposed to in the past, this would be a much bigger, more difficult, more expensive thing to implement that might exclude smaller retailers here. It's just going to work. I think that's, that's great.

Speaker D: The buyer experience is just like so seamless.

Speaker C: There's just this beautiful thing of just like I don't want to do that exchange of like where's the order number?

Speaker D: I don't know.

Speaker C: It's just like everything is kind of

Speaker D: where you want it to be. You're used to tracking your orders in Shop app.

Speaker C: Now you're going to be able to

Speaker D: handle that end to end return directly. It's just, it's really nice.

Speaker B: Okay. And then the, the setup for that it really, I'm doing it my Shopify admin with my store locations.

Speaker C: Correct. Yeah.

Speaker B: Okay. Is this really is setting this up like a series of checkboxes. It's it seems like it's easy.

Speaker C: It's easy. It's easy. There's actually a new kind of like sales in person setting on retail stores. So um, you might have a physical location that actually doesn't have uh, inventory. So as long as you have that

Speaker D: sales in person discoverable.

Speaker B: Okay. And then. All right, if I don't have any physical location, I just want to clarify this. If I don't have a physical location. This may seem like it doesn't apply to you, but for sure we have seen people leverage pos Shopify retail pos uh, for all kinds of pop up and in person events. You don't, you don't. My point is you don't have to sign a lease to take advantage of these features.

Speaker C: Yeah, I think we all probably think of POS as like, yeah, you have that, that beautiful storefront and that permanent setup and like that's just not the case. Like people are selling on the go. We make that really convenient now. Um, so you know, point of sale can happen anywhere.

Speaker B: Uh, we live in the same area and I, I attend Wolf's flea market in Rosemont and I am always delighted when someone, there's a few vendors, I pay them, they use Shopify. Pos in a flea market parking lot setting. Like that is the versatility here that I always get a kick out of.

Speaker C: Yeah, yeah. I mean to go, to go from there to then like the obviously the higher end stores and places in your ass like Old Orchard and you see

Speaker D: like the best brands in the world using pos.

Speaker C: I know it's like those places are like Shopify Alley. It's how I think about them.

Speaker D: It's like I can go store to

Speaker C: store and I just see POS and all the places. So uh, yeah, yeah, I'm excited.

Speaker A: Uh, yeah, I'm in uh, I'm in

Speaker B: Westfield Old Orchard Mall in Skokie, Illinois and if I were to go downstairs and walk around, I can pick out oh geez, at least half a dozen uh, stores that use Shopify online and as many that use Shopify point of sale on their store. It's cool, it's fun place to be. Um, okay, so we talked, we got posts, we've got this, this retail integration and we have uh, this, this smarter search Agentix search where it really is a much more interactive, better experience. And it's personalized, it's tailored and it sounds like largely automatic, um, that these things are happening. So okay, bigger picture. You've got these three features. What is new for you?

Speaker D: What's the theme here ultimately like we

Speaker C: just want shop to be the best shopping destination in the world. That it's kind of that simple and that kind of encapsulates the whole end to end experience of shopping is about discovery and finding great things and sometimes finding things when you don't have the

Speaker D: words and creating even more and more personalized experience. I think that's becoming just a baseline

Speaker C: expectation of commerce really as a buyer and then all the way in towards those kind of seamless, um, remove friction things like, hey, let's make it easier to retrain. And so to me being the best

Speaker D: shopping destination isn't just about discovery or it isn't just about the order tracking and post purchase experience.

Speaker C: It's about being that one place that

Speaker D: can kind of stitch together the whole commerce journey end to end and make

Speaker C: something that's easy, delightful, frictionless as a buyer and then you know, as a

Speaker D: brand, it helps you as a merchant

Speaker C: show up really, really well and just kind of build trust between uh, you,

Speaker D: you and the buyers who choose to buy from you.

Speaker B: I will. I think shop is just, is such a great opportunity that is available to anyone that already has a presence on Shopify that it's worth investing in and playing with and reviewing and like taking it, uh, taking advantage of these features and using posts because it is a sales channel and in most of the client retainer stores we work on when they opt into generates sales, you know, it is, it's there, it's real, there are people using it. Kenny helped me understand this, the opportunity here for folks.

Speaker C: Yeah, I mean this is the thing I think people don't understand how uh, how kind of at scale that order tracking and post purchase experience already is. I think on one of your previous episodes, uh, you were talking about the difficulty of you know, organic search, the

Speaker D: drop in organic search and discovery brands. Right.

Speaker C: And this is a channel where your buyers are already interacting with your content for free in droves. And you know, we again we have hundreds of millions of active shop users. Uh, so they're already interacting with your

Speaker D: brand and they want to continue discovery.

Speaker C: Like buyers want to continue shopping, they

Speaker D: want to use this purchase to fuel the next one and find the next relevant product.

Speaker C: So I mean that's ultimately already happening like that, that interaction between buyers and your brand.

Speaker D: I think it's on brands to just

Speaker C: kind of take advantage of that and say like, hey, how can I optimize my presence here?

Speaker D: How can I connect with those customers?

Speaker C: How can I use posts and put

Speaker D: engaging content in front of them so

Speaker C: they can ultimately discover more and more

Speaker D: of my catalog and nub.

Speaker B: Um, I'm with you. When are these features available? When can I play with these?

Speaker C: So, uh, Shop Search is ROI with the agentic features. You can see that on Shop app. You can see it on Shop app, which is our website. And the post features RD Light as

Speaker D: well, along with the Instagram integration to auto host into Shop.

Speaker B: Beautiful. Okay, uh, of these features we've got Gentix search posts and this improved retail integration. All right. I think, you know, if you qualify the improved retail integration stuff, uh, uh, the in store returns, et cetera, agentic search, it really sounds like that is something that I just get to take advantage of as a merchant without having to do anything special for it. That is just the surface of Shop app. Shop doing the work for me. So posts, is that the big missed opportunity here? Like, if I'm already creating this content, I should be syndicating it to shop is what I'm hearing.

Speaker C: Yeah, I think that's especially. It's like a, uh, you can configure it once, you can go into admin and 2/02 connect to Instagram and it's

Speaker D: going to auto post from that point going forward.

Speaker C: So it is really like automatic too. It's automatic too. So like you can.

Speaker D: Because we know merchants are creating this content already. Right?

Speaker C: Like, it's just a matter of like, do you really want to cross post manually across all these different channels with their buyers? Probably not.

Speaker D: Right?

Speaker B: I don't, but I will if I have to.

Speaker C: Right, you will if you have to. But like, you know why?

Speaker D: Valer?

Speaker C: So, um, we're connected with Instagram, we're connected with other third party video apps as well.

Speaker D: So you can go configure those once and it will auto syndicate in shop.

Speaker C: And there's legitimate, uh, like real uplift

Speaker D: and discovery of your brand of shop when you use these features.

Speaker C: So I think that's about like, hey,

Speaker D: go do a thing. Call to action.

Speaker B: I like that. I like that a lot, man. I got already in my head, I'm like thinking about the clients I want to be like, hey, got all this great content, let's get this connected and it'll post. I'm making a mental inventory of like after this call, who I have to go go do this for.

Speaker C: Yeah, I mean, I think like, again, people really do underestimate how much engagement there is around order tracking between buyers and your brand. You know, every, every kind of order tracking experience. It's, it's not Even just like one notification, it's like really a journey. And every time I open up the

Speaker D: app around that journey, it's a new opportunity for that brand to kind of hook you to the next thing to learn about your new products, to get closer to the why behind your brand, the story of your brand.

Speaker C: So, um, you know, it's not just about that kind of utility of where's

Speaker D: my order, where's my order?

Speaker C: We really turn that kind of customer problem and ultimately merchant inbound, you know, inbound for merchants into a really positive experience.

Speaker B: It's been, it's been so fun to watch, watch this app grow and become what it is. As long as I have you here, uh, I'm sure you talk to people using your features every day. What's the missed opportunity? What's the thing where you're like, man, I wish more people would do X

Speaker C: I think especially coming out of this editions, go use posts. It's an amazing way to reach buyers who are already discovering your brand. Use it as an opportunity to tell

Speaker D: the story of your products. Tell the story of your brand.

Speaker C: Why did you get started?

Speaker D: Why did you make this product? Who's it for? What's an amazing at.

Speaker C: And the beautiful thing is you can of course go in and kind of

Speaker D: craft posts that are dedicated to Shop,

Speaker C: but you can also actually connect us to Instagram and you do that once

Speaker D: and, or cross post into Shop going, uh, forward.

Speaker C: So all of your reels and future

Speaker D: posts will find the right customer inside

Speaker C: of Shop, you know, in an app where they're actually intending to shop and discover content.

Speaker D: Right. So it's not pure kind of like entertainment. It's really users who are here to

Speaker C: shop and using this content that you're

Speaker D: already producing to uh, you know, improve conversion and just improve their understanding of your products.

Speaker B: And that's a part, I don't think we made clear enough intent. If I go into Instagram, I want to see updates from, you know, my friends, from my family, from brands I like. I don't necessarily want to be sold to. And it's, you know, inherently it is interruption marketing. Classic interruption marketing versus when I go to a marketplace, shop is a marketplace. I am much higher intent. You know, I'm, I'm not there to scroll, to do doom scrolling. I'm there because I'm interested in shopping. I'm raising my hand saying, hey, you know, I've already got me, uh, my, my payment method, et cetera. It makes it much easier, you know, to, to convert and sell to those customers. Especially when you can engage in and make them feel something. And that's what the content and the posts do. Okay. Oh, I'm sold. Oh, uh, I want to. I want to see posts in action. I want to play with it. Um, I'm getting excited.

Speaker C: Open it up. It's already. This one's already live. You can check it out. Um, scroll through your feed on Shop and you'll start to see brands already taking advantage of it and seeing some really good results.

Speaker B: To turn it on, I go in my Shopify admin. Where do I go?

Speaker C: So if you go to Shopify admin, um, check out the Shop Sales channel and there's a new tab within the Shop Sales channel just called Posts and

Speaker D: you can go set everything up there.

Speaker B: Uh, that's what I'm about to go do. As soon as we get off the call, I'm going to go play with that. Kenny Cohen, Shopify. Thank you so much for sharing this with me.

Speaker C: Thanks for having us.

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