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Ongoing coverage: Retailers pick sides on outside AI shopping agents

Shopify's AI-referred orders grew 3.3x, and it still won't disclose the base

Q3 revenue rose 32% to $3.74 billion as Shopify pushed its Catalog and Shop Pay wallet into a growing list of third-party AI agents.

Source: Constellation Research

Shopify reported third-quarter revenue of $3.74 billion, up 32% year over year, on GMV of $119.1 billion (up 29%). Operating income rose to $568 million, the free cash flow margin reached 22%, and Shopify guided Q4 revenue growth to the low thirties.

On the earnings call, President Harley Finkelstein said AI traffic to Shopify stores grew 2.6x year over year and orders from AI channels grew 3.3x. He said AI referrals send shoppers to product pages at three times the rate of organic search and convert 64% more often. Searches powered by Shopify Catalog, which structures more than a billion product pages for agents to read, convert at twice the rate of general AI search. Shop Pay now acts as the wallet inside several personal agents, including Anthropic's Claude Duet, and Catalog powers product discovery in ChatGPT, Microsoft's assistants and Meta's Muse.

Finkelstein admitted the volume is still small, and Shopify did not disclose the order base behind the multiplier. The cost of its Sidekick merchant assistant pulled subscription gross margin down to 79% from about 82% a year earlier.

Read the full article at Constellation Research

Our take

Shopify did not disclose the base behind its 3.3x AI order growth, so the more useful signal is Finkelstein's claim that Catalog-powered searches convert at twice the rate of general AI search.

  • Treat complete, structured Catalog data as spending on a sales channel.
  • Keep inventory and price feeds current.
  • Report AI referrals as their own channel to see real volume and margin before moving budget.

Was our take useful?

Key takeaways

  1. AI-channel orders grew 3.3x and AI traffic 2.6x, base undisclosed
  2. Catalog-powered AI searches convert at twice the rate of general AI search
  3. Sidekick AI costs cut subscription gross margin to 79%

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Illustration for Retailers pick sides on outside AI shopping agents
Illustration: Digital Influence

Ongoing story9 postsUpdated Nov 10

Retailers pick sides on outside AI shopping agents

The largest retailers and marketplaces are splitting over whether third-party AI agents can shop their stores.