Shopify says artificial intelligence (AI) is now driving record levels of shopping activity, with traffic to its merchants’ stores up sevenfold since January and AI-attributed orders rising elevenfold, claiming it marks the start of a new “agentic commerce” era.
Shopify’s AI Milestone Announced Alongside Strong Financials
These latest figures were unveiled on 4 November 2025 during Shopify’s third-quarter earnings call for the period ending 30 September. The Canadian-based e-commerce software company, which powers millions of businesses in more than 175 countries, reported revenue of around US $2.84 billion, a 32 per cent rise year on year, with gross merchandise volume (GMV) climbing to US $92 billion, also up 32 per cent. Free cash flow margin (the profit left after expenses and investments) stood at about 18 per cent, marking nine consecutive quarters of double-digit free cash flow margins.
Operating income reached US $434 million, slightly below analyst expectations, but executives emphasised that AI-driven performance was the real story of the quarter. “AI is not just a feature at Shopify. It is central to our engine that powers everything we build,” said president Harley Finkelstein during the call, describing AI as “the biggest shift in technology since the internet.”
Shopify and Its Role in Global Commerce
Founded in Ottawa in 2006, Shopify provides digital infrastructure that allows merchants to start, scale and run retail operations online and in-store. For example, the company’s tools cover web hosting, checkout, payments, logistics, marketing, analytics and third-party app integrations. Its reach includes major brands such as Estée Lauder and Supreme, as well as small independent businesses.
The Value of Its Data Network
Shopify’s value essentially lies in its vast data network. For example, with millions of active merchants generating billions of transactions each year, the company can analyse patterns across product categories, price points, consumer behaviour and regional trends. Finkelstein said this data scale provides a distinct edge in the AI era, allowing Shopify to “turn our own signals — support tickets, usage data, reviews, social interactions or even Sidekick prompts — into fast, informed decisions.”
AI Traffic and Orders See Explosive Growth
The most striking statistics from the earnings call were that traffic from AI tools to Shopify-hosted stores is up seven times since January 2025, and that orders attributed to AI-powered search are up eleven times over the same period. Although Shopify did not provide absolute numbers, the growth rate suggests that AI chatbots and conversational assistants are starting to play a meaningful role in how customers find and purchase products.
The company’s internal survey found that 64 per cent of consumers are likely to use AI during the Christmas holiday shopping season, which is a sign, it says, that shoppers are already comfortable relying on digital assistants for product discovery and comparison.
Finkelstein has framed this change as more than a short-term sales boost. “We’ve been building and investing in this infrastructure to make it really easy to bring shopping into every single AI conversation,” he told analysts. “What we’re really trying to do is lay the rails for agentic commerce.”
What Does ‘Agentic Commerce’ Mean?
Shopify’s term “agentic commerce” refers to a model where AI agents act on behalf of consumers, guiding them through discovery, evaluation, checkout and even post-purchase stages such as returns and reordering. For example, rather than searching through multiple sites, a user can simply describe what they want to a conversational AI assistant, which can then query databases, compare prices, and complete the transaction.
The “Commerce for Agents” Stack
To support this model, Shopify has built what it calls its “commerce for agents” stack. This includes a product catalogue system designed for AI queries, a universal shopping cart that lets consumers buy across multiple merchants, and an embedded checkout layer using Shop Pay for one-click transactions. These features are being integrated into platforms such as ChatGPT, Microsoft Copilot and Perplexity through formal partnerships announced earlier this year.
This infrastructure means that AI assistants can browse Shopify merchants’ catalogues and complete purchases directly within chat interfaces. As AI-driven discovery becomes more conversational, Shopify aims to position itself as the primary retail backbone behind these agent-led interactions.
The Scout System
Shopify is also deploying AI internally. For example, its “Scout” system analyses hundreds of millions of pieces of merchant feedback to help employees make product and support decisions more effectively. “Scout is just one of many tools we’re developing to turn our own signals into fast, informed decisions,” Finkelstein said.
Sidekick
Another major tool is Sidekick, an AI assistant embedded within Shopify’s merchant dashboard. Sidekick can analyse sales trends, suggest pricing adjustments, generate marketing copy, or create reports on command. In the third quarter alone, more than 750,000 shops used Sidekick for the first time, generating close to 100 million conversations. Shopify says this helps merchants operate more efficiently and spend less time on routine administrative work.
Shop Pay
Shop Pay is the company’s one-click checkout solution and remains a cornerstone of its AI ecosystem. In Q3 it processed about US $29 billion of GMV, a 67 per cent increase year on year, and accounted for around 65 per cent of all transactions on the platform. This integration ensures that when AI agents complete orders, Shopify retains control of the payment flow and associated data.
Global Impact and European Opportunity
Finkelstein told investors that consumer confidence “is measured at checkout,” adding that shoppers on Shopify “keep buying” and “keep returning.” He noted that demand has remained resilient across categories, even as economic uncertainty persists. Europe appears to be a particular bright spot, with cross-border GMV (the total value of all sales made through Shopify’s platform) steady at 15 per cent of total sales and growth in sectors such as fashion and consumer goods.
For UK and European merchants, this could present a new phase of opportunity. For example, businesses already using Shopify can benefit from being automatically visible to AI-driven discovery systems without developing custom integrations with each platform. By ensuring that product listings are detailed, structured and machine-readable, merchants can increase their chances of being recommended by AI agents.
There is also a potential opening for agencies and developers to specialise in optimising “agent-ready” storefronts, designing catalogues and metadata that AI systems can interpret accurately. For smaller retailers, this could be an efficient route into AI commerce without the high cost of in-house development.
How AI Is Changing the Competitive Landscape
Shopify’s emphasis on AI-driven commerce poses strategic questions for competitors. For example, Amazon and major regional marketplaces already use AI recommendation engines, but Shopify’s model offers decentralised access: independent merchants can collectively benefit from the same AI infrastructure without surrendering control of their brands.
If agentic commerce grows as Shopify predicts, discovery and purchasing could increasingly occur inside chat platforms rather than traditional websites or search engines. That would reshape marketing and customer acquisition strategies, pushing retailers to focus more on structured data, integration quality and conversational optimisation.
For Shopify itself, the rise of agent-driven traffic could also reinforce its role as the connective tissue of global retail, potentially deepening its partnerships with large AI providers and securing a share of new sales channels that bypass traditional web search entirely.
Opportunities and Challenges for Businesses
For merchants, the potential benefits include higher-quality leads, faster conversions, and less reliance on paid advertising. AI-powered assistants can surface relevant products to users who are ready to buy, reducing friction in the path to purchase. The integration of Sidekick also promises time savings through automation of everyday tasks like inventory monitoring and campaign planning.
However, the challenges are equally significant. For example, attribution remains a key question, i.e., determining which sales are truly “AI-driven” is difficult when customers interact across multiple devices and channels. There is also the issue of discoverability. As AI agents narrow recommendations to just a few products, competition for visibility may intensify, potentially favouring larger brands that can afford dedicated AI-optimisation strategies.
Data privacy and regulatory compliance are further concerns, especially in the UK and EU. For example, agentic commerce depends on detailed user data to personalise results, and any sharing of this data between Shopify, AI partners and merchants will attract scrutiny under GDPR and related frameworks. Businesses will need clear consent processes and transparent data handling to maintain consumer trust.
Critics also warn of overreliance on automated systems that can misinterpret queries or produce inaccurate results. Large language models are known to “hallucinate”, and shopping assistants could recommend inappropriate or unavailable items. Shopify’s claim that AI represents autonomy rather than mere automation raises questions about accountability if an agent completes a transaction incorrectly or processes returns without oversight.
Despite these uncertainties, Shopify’s strategy and apparent success with it could be seen as a signal that conversational and agentic shopping will become a defining feature of global retail. The company’s 7× rise in AI-driven traffic and 11× increase in orders could be seen as providing the clearest evidence yet that the technology is beginning to translate from hype into measurable commerce.
What Does This Mean For Your Business?
Shopify’s results appear to show that AI-driven shopping is no longer an abstract concept but a tangible factor reshaping how consumers buy and how merchants sell. The company’s data and partnerships give it a strong early foothold in this emerging space, yet they also highlight the scale of change underway across the entire retail ecosystem. For merchants and technology partners, particularly in the UK, the lesson appears to be that conversational and agent-led shopping channels are likely to become a growing part of how customers discover and complete purchases. Those who adapt their product data, content and customer engagement models early will be better placed to capture new demand as AI assistants become a standard entry point to commerce.
At the same time, the risks are becoming more visible. For example, the concentration of traffic within a handful of AI platforms introduces new dependencies and competition for visibility that could prove as intense as traditional search engine optimisation. Data protection and transparency will remain major issues, especially in the UK and EU where regulators are tightening scrutiny on how consumer data is shared between AI systems and third-party platforms. Businesses will need to ensure that automation enhances customer experience without removing human accountability or trust.
For Shopify, the early surge in AI-related sales provides some validation of its long-term investment in agentic commerce, but the road ahead will depend on whether AI tools can sustain accuracy, reliability and fairness at scale. For retailers, investors and consumers alike, the company’s current momentum highlights the fact that AI is already changing commerce in practice, not just in theory, and the balance between innovation, control and transparency will define who benefits most from this new era.