EP290: Shopify Editions Unpacked - How The Latest Product Release Benefits Merchants, With Senior Solutions Engineer Ben Homer

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The key thing is that Shopify's
position on AI is it is a
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multiplier for human
productivity, right?
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So everything that we're
building into the Shopify admin,
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hopefully, hopefully it's fairly
obvious.
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So what it allows users to do is
go faster, do more all by
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themselves with the support of
the AI native capability.
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And Sidekick's a great, great
example of that.
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You listen to Insidecommerce, a
weekly ecom strategy, technology
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and CX focus podcast hosted by
experienced digital consultants
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and re platform specialist James
Get and Paul Rogers.
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Get insights into ecom strategy,
leading brands, hear from
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industry thought leaders and
leading tech vendors with
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practical advice to help you
improve your online CX.
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This episode is sponsored by
Shopify and we're actually
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talking to Shopify today.
So this is the big biannual
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release around Shopify Edition
summer 2025.
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And I'm delighted to be joined
today by Ben Homer, who's a
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senior solutions Engineer at
Shopify.
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Hey, Ben, how are you?
Hi James, thanks for having me.
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I'm good, good.
I'm in sort of sunny, slightly
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sometimes rainy Exeter in the
southwest UK.
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I do love Exit actually home to
one of my favourite shuffle
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agencies in Swanky.
I'm doing some work with a
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couple of projects at the moment
so so this the way this is
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exciting additions is literally
hot off the press.
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Just been launched in UK.
We are literally a few hours
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after the public release of it,
and I'm really happy.
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Thank you for taking the time to
come on and do this.
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For those of you listening,
there'll be people who are on
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Shopify, people considering
Shopify, people who just want to
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keep track of the market, what's
going on.
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Shopify's R&D budget is
obviously significant and it
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keeps releasing lots of
functionality and that's either
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new or incremental.
And what we're trying to do is
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not, there's a lot of inflation
gets shared about here's a new
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feature, we're not doing that.
We want to talk about some of
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the key things that land and
what it means strategically in
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terms of Shopify's product
direction.
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But also from a merchant point
of view, what are the values and
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benefits of these things and
what's the impact going to be
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and how this links to kind of, I
guess, broader trends of the way
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e-commerce market is going.
So before we get into, we pulled
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out four main themes, Ben, which
is the new theme template in and
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the Horizon concept markets
updates and market structure for
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international and multi store
point of sale and sidekick for
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the I guess the Gen.
AI and tools that help improve
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the ability to run and manage
stores.
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But part of the press release,
because all all vendors like
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their terminology is that this
last one was about the the
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basically the the unglamorous
bit doing the doing like the
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under the hood, getting the
fundamentals right now you're
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talking about declarative
commerce.
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So can you from a strategic lens
point of view, why is shocked by
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now talking about declarative
commerce?
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What does it actually mean?
I think that for me the key, the
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key thing that has changed
astronomically is, is the
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capability of AI and what it
means for the future of
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everything, but specifically for
this, this commerce.
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So for me, I suppose it's around
the fact that increasingly the
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way we interact with software
and the way we interact with
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technology will change from
coding manual, manually writing
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code.
It will change from going
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through settings and pick boxes
and and so on, and will actually
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just change to natural language
spoken, maybe typing.
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And it is how you will interact
with software like Shopify.
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So, so for me, that's, that's a
big one.
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That's why it's a theme at the
moment.
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Obviously, 2023 was the kind of
start of this, not the start,
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but the point at which we all
remember, Oh my goodness, AI,
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there's something in AI that is
actually going to change
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everything.
And that journey has continued.
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And this is just, I suppose
another stake in the ground for
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Shopify going out.
We're, we're all in on that.
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We're all in on the benefits it
can bring for businesses.
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And here are a whole bunch of
cool things that you can now do
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within Shopify using native AI
as well as building custom AI
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solutions Shopify.
Yeah, it is interesting there.
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I mean, there are so many
different stats flying around
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about the degree to which
different generations are using
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AI based tools, whether it's
chat GBTS to access information
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and even down to product proper
product discovery and product
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interrogations.
So yeah, this is an so let's
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start with that.
So let's start on the on the
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theme piece and the evil issue.
Because if I take the the client
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lens and the businesses that
myself and Paul talk to, one of
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the biggest stumbling blocks for
people is the speed at which
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they can execute content
strategies on the site.
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How they interact with page
builders, whatever you want to
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call them, page builders, CMSS,
their ability to meaningfully
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use layouts and sections and be
able to create new ones.
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And the time frame around
involving developers when
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somebody who's not code literate
requires somebody to do some
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building for them and wanted to
be able to do more and more
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self-serve.
And that's really aligned with
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what you're talking about.
So do you want to talk people
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through the New Horizon theme?
What what are the key changes
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and how is it going to help
e-commerce teams to go further
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in our execution without
development involvement?
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And, and, and I think it's, it's
worth just taking a step back
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because I suppose you, you and I
have been through, we've seen a
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lot of evolution there and
Shopify front end and themes and
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so on.
Horizon is a suite of themes got
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the Horizon themes.
I think there were ten of them.
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But the key thing is the, the
latest technology that they're
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leveraging, right?
So it's a whole new front end
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foundation that Horizon's built
on.
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So as a, as a theme
out-of-the-box, it is
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performing, it is modern and so
on.
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It is also then leveraging a
whole bunch of new stock that
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Liquid can do that Shopify can
do within the online store
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editor, right?
So that I think it's worth
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delineating the two because
importantly, this isn't a moment
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necessarily where a business
needs to go.
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We need to throw everything out
and start again if we want to
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leverage horizon functionality,
though.
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It could be, but it's also, you
know, in terms of a new business
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starting to build on Shopify, or
if you're re rescanning your
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front end or, or, or whatever it
is, it's an amazing place to
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start again.
And it gives a lot of, so that,
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that's my first, I, I suppose my
first caveat, I hope that was
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kind of mildly clear.
Maybe it wasn't, but I think I,
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I wanted to kind of delineate
the two that it's, there's the
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horizon theme, but there's no
exclusivity in that within that
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in terms of the functionality it
offers.
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Yeah, I think this is really
important.
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So let we'll, we'll, I tell you,
let's let's come back to that
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because a big question people
have already on Shopify will be
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OK.
I've I've got a theme.
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Does that mean I now have to
sack it off and rebuild?
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So let's come back to after we
talk about some of that
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incremental functionality,
because the one that I'm most
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interested in and hearing you
explain how it working.
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Let's give it an example, is
around the AI block generation.
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Because one of one of the the
big challenges in teams is
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development bandwidth or even
budgets with agencies to do
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stuff and get them prioritised,
where a content team might want
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four or five different blocks of
layouts.
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And actually they're going to
have to wait a couple of months
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for that because there's other
priorities.
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So can you talk to talk through
what AI block generation can do?
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And let's maybe look at an
example of the type of block it
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could generate for someone.
Sure.
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I mean, this is the Sky's the
limit on the AI block
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generation.
I think just so so at the
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moment, at the moment, right,
You can you know, we've got
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loads of there's loads of AI
tooling like cursor and and and
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so on all sorts can develop
themes and essentially then put
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it into Shopify.
Whereas now with AI block
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generation, what you can do
within a theme is get, get
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sidekick or get Shopify magic to
generate you a custom block
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based on your text input.
And that will give you a preview
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code snippet that you can then
say, yeah, I'm I'm happy with
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what this provides.
And that then inserts it into
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the theme.
And that gives you the settings
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to then manage the content and
put it within your sections
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across the rest of the front
end.
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So that bit is really exciting
the and I think it'll be, it'll
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be really interesting to see how
that enables content team to go
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faster.
The other bit that adds to this
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as well is the fact that now we
can nest blocks within a
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section.
Now a section is like a, a
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layout component within a
Shopify front end that you can
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kind of add across different
parts, different parts of the
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site and manage content within.
And then within that you have
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blocks which are the components
that build up that section, that
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layout.
And now you can start to nest
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those even further, meaning that
you can go actually
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historically, I've got this,
this layout component that is AI
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don't know 4 images that link to
category pages.
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But actually the team now want
some Ctas along the bottom
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that's not there currently.
But with this new functionality
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with, with nested blocks, you
can add a block in within the
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online store editor that is for
ACTA that adds it into that
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layout.
And you could then have that
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without having to create you
spin up a whole new bit of code.
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What do Mattel, Victoria,
Beckham, Sennheiser and Glossier
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all have in common?
They power their businesses with
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Shopify.
Shopify is the most innovative
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and scaled commerce platform on
the planet.
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It also happens to have the best
converting check out on the
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planet Shopify Powering the
future of enterprise commerce.
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Find out more at
shopify.com/enterprise.
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Yeah, I think, I think this is
going to be the interesting
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thing for content teams is
sometimes there are non complex
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layout requirements where
actually if you don't have any
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knowledge of how to manage the
liquid templates and the the
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overall theme coding
configuration, you can't do
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that.
Because a little bit of
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knowledge we all know is
dangerous.
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If you try and make set changes
into specific templates, you can
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end up breaking the theme, which
is not good obviously.
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So the ability to self-serve is
very, very interesting.
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I'm going to be intrigued to see
the use cases that come out like
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how people start using it.
The the other bit I wanted to
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explore a bit further is block
copying, because the speed at
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which people can use repair like
repeated elements within pages
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and other journeys on sites is
being able to being able to like
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improve that efficiency of, of
replicating is really helpful.
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So do you want to, do you want
to talk through AI?
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Guess what the how that would
work for a merchant?
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What the benefit will be?
Sure.
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So it's it's another area where
we're just enabling content
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teams to go faster.
The the core concept is you you
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have a copy and paste button for
a layout or for a component
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within your front end.
So instead of having to go back,
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you know, if you, if you wanted
to add the same component across
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multiple parts of the site at
the moment, you'd have to kind
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of spin up the skeleton of it in
each part and flesh out the
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content.
Whereas now you can make your
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edits, build out that one
component and then copy and
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paste it across different
points.
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So incremental productivity
improvement, right?
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Which which add up as we all
know.
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Yeah, exactly.
That's the the copy and paste
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bit is one of the things that
that native page builders has
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always had a weakness compared
with through CMSS.
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So that's really nice addition.
I've clients who always want to
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have reusable elements.
So a great example thinks an FAQ
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block where you might have
exactly the same FAQ block
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needed on multiple pages.
Now you can do it through a
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template, but you often have
different pages that that don't
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inherit the same template.
And therefore just being able to
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copy and paste a layout on a
block is it is really useful.
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So block nesting, which is the
one I was trying that where
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early when we were chatting.
I've got my head round
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partially, but I know that
there'll be more to it that I
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haven't quite got.
So this is really about
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extensibility.
So if I give the context of
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what, what, what?
So what happens sometimes now
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where you might have
particularly layout bill and
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it's good, but then you realise
it's not quite as functional as
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you want and you might want a
different version of it.
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And then you have to go back and
go, right, OK, well, I need to
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update that, but then updates
that layout in its entirety,
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which means wherever you then
use it, it's got all that added
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functionality, content, whatever
it is within.
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So from my understanding, the
block nesting now enables you to
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go to an existing layer got on a
particular page and specifically
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extend that with additional
data.
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So do you want to talk through
maybe the application of that?
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00:13:26,680 --> 00:13:29,760
Sure.
I, I suppose at its core, what
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it does is it further
componentizes, so a word and
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further componentizes the, the
front end and allows you to
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reuse those smaller components
across more parts of your
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storefront, right.
So I think, I think on the, on
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the additions home page, we've
got some really cool animations
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and videos of users building
stuff within the editor.
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And in the, the example, there
is a new arrivals product
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carousel, which initially was
just was just images, product
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title, price.
And then using nested
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components, the operator is able
to go in and add components that
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add in colour swatches and then
also component that adds reviews
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00:14:17,360 --> 00:14:23,920
star across each of the products
within that carousel and you can
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then drag it around to reorder
it and so on.
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So, and, and I suppose the
application here is that rather
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than we kind of talked about the
scenario where historically
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you'd have a business that had a
custom theme or an off the shelf
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theme and there were maybe 20
preset sections within that.
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And they were rigid in, in some
ways they are rigid.
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If you wanted to do exactly this
bit of functionality,
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historically, you'd need to
duplicate that and have coding
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completed to add in those two,
you know, the Swatch piece and,
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00:14:58,400 --> 00:15:01,600
and the review stars.
And then you'd have 21 sections
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00:15:01,600 --> 00:15:04,240
that were, you know, increasing
your overall code base
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00:15:04,240 --> 00:15:08,160
management and and complexity
and sorts rudimentary example,
266
00:15:08,160 --> 00:15:10,080
but probably probably helpful to
visualize it.
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Now because of the
componentization like this
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nested theme rock thing, you can
just go in and on the specific
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area that you want to you can
add in new payments.
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00:15:21,240 --> 00:15:24,960
Yeah, I like that because
configurability of or particular
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content layouts is really
important because you might have
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a a core pay.
So I I had this once on a client
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website where it was a image
plus text plus CTA.
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But there were there were times
when certain elements need to be
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00:15:42,960 --> 00:15:46,320
turned off and on whether as
head in sub head in, whether
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00:15:46,320 --> 00:15:48,960
there was one or two images.
And you suddenly realise that
277
00:15:48,960 --> 00:15:51,920
you either build like 16
different layouts, which you're
278
00:15:51,920 --> 00:15:54,480
right, from a CODO overload
point of view, the maintenance
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00:15:54,480 --> 00:15:58,960
is just not what you do or you
build configurability and that
280
00:15:58,960 --> 00:16:03,120
flexibility to decide which
version of those components you
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00:16:03,120 --> 00:16:06,160
need in a particular page
journey, etcetera.
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00:16:06,360 --> 00:16:09,840
So I really, really like that.
Yeah, and, and I mean, there
283
00:16:09,840 --> 00:16:12,240
were, I suppose there were some
ways of doing some of this
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before where like if you you
built it so that the section,
285
00:16:15,440 --> 00:16:18,200
the component could cope with,
if the field was left blank, it
286
00:16:18,200 --> 00:16:20,840
would, the layer would adjust
and and so on.
287
00:16:22,280 --> 00:16:25,520
So this helps negate the need to
do that kind of thing.
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00:16:26,280 --> 00:16:28,360
The other piece that we've
rolled out and I need to get the
289
00:16:28,360 --> 00:16:30,800
terminology right.
I always forget exactly how what
290
00:16:30,800 --> 00:16:34,280
we call things, but is
conditional settings.
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00:16:34,560 --> 00:16:39,120
So within the no code editor,
within the online store editor,
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00:16:39,120 --> 00:16:41,680
there are, you know, you have
your layout, your, your section,
293
00:16:41,680 --> 00:16:44,240
your component, and within that
are all of the settings which
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00:16:44,240 --> 00:16:47,600
the user can manage.
What we can now do with
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00:16:47,640 --> 00:16:51,400
conditional settings is you can
say hide all of these unless
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00:16:51,400 --> 00:16:57,040
this part is is chosen or filled
in or, or, you know, this tick
297
00:16:57,040 --> 00:17:00,200
box is or whatever it is.
And what it means is is from a
298
00:17:00,200 --> 00:17:02,840
user's perspective, it just
makes the whole thing much more
299
00:17:02,840 --> 00:17:05,920
neat.
Now condenses it all down and
300
00:17:05,920 --> 00:17:08,520
just makes it a much nicer user
experience because you're not
301
00:17:08,520 --> 00:17:10,800
hit with.
Here are the 30 fields that you
302
00:17:10,800 --> 00:17:12,920
need to populate you're hit
with.
303
00:17:12,920 --> 00:17:15,839
Here are the five that are.
And depending on the options
304
00:17:15,839 --> 00:17:18,400
that you move through, you might
see more settings that you can
305
00:17:18,400 --> 00:17:21,560
fill in.
Yeah, a lot of flexibility there
306
00:17:21,560 --> 00:17:25,520
for for theme built I think.
Yeah, the the UI interactions
307
00:17:25,520 --> 00:17:28,800
from are really, really
important for people being able
308
00:17:28,800 --> 00:17:31,280
to meaningfully use editors at
that.
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So that's an important
development.
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00:17:33,960 --> 00:17:36,600
And the just come back to that
question about, I'm a, I'm a
311
00:17:36,600 --> 00:17:38,880
merchant.
I've got a, I've used a theme,
312
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I've built it.
There's some customisation.
313
00:17:40,680 --> 00:17:42,840
I've got all my layouts set out.
I've had some custom ones built
314
00:17:42,840 --> 00:17:46,760
and I'm really happy actually.
I want to tap into this
315
00:17:46,920 --> 00:17:49,520
additional capability.
I want the AI block generation,
316
00:17:49,520 --> 00:17:54,320
I want the block copying.
What do I need to do and and
317
00:17:54,320 --> 00:17:57,280
what I guess what's the impact?
Where does the merchant need to
318
00:17:57,280 --> 00:18:00,720
to bring Technical Support in
because they don't want to be
319
00:18:00,720 --> 00:18:03,040
breaking what they currently got
or know whether it's not
320
00:18:03,040 --> 00:18:04,520
compatible?
Yeah.
321
00:18:04,520 --> 00:18:07,840
And I suppose, I suppose you
have three options as a business
322
00:18:07,840 --> 00:18:12,920
user there. 1 is, is you do
nothing and you don't get the
323
00:18:12,920 --> 00:18:16,160
new functionality.
But this is really important
324
00:18:16,160 --> 00:18:18,600
because there's no forced
upgrade here.
325
00:18:18,680 --> 00:18:20,800
Yeah, right.
Backward compatibility.
326
00:18:21,240 --> 00:18:24,560
So there's no kind of your front
end will break unless you do
327
00:18:24,560 --> 00:18:27,960
this, as far as I'm aware.
I, because we, we, we did a sort
328
00:18:27,960 --> 00:18:31,080
of major foundational update
called online store 2.0 a few
329
00:18:31,080 --> 00:18:33,920
years ago as well, I think in
2021, if memory serves.
330
00:18:34,880 --> 00:18:36,680
And at that point, there were
kind of a whole load of
331
00:18:36,680 --> 00:18:39,400
wholesale functionality
improvements that came to the
332
00:18:39,400 --> 00:18:44,400
online store editor.
My understanding is that people
333
00:18:44,400 --> 00:18:48,520
who never made that upgrade are
still, it's still completely
334
00:18:48,520 --> 00:18:51,400
functional on Shopify's online
store.
335
00:18:51,400 --> 00:18:53,280
So there's kind of backward
compatibility.
336
00:18:53,280 --> 00:18:55,800
So option one is you know,
you're fine there.
337
00:18:56,560 --> 00:19:00,800
Option 2 is there is a manual.
If you have a custom front end
338
00:19:00,800 --> 00:19:03,480
or if you've customized an
existing front end and you don't
339
00:19:03,480 --> 00:19:07,200
want to start from scratch as it
were, you can't.
340
00:19:07,200 --> 00:19:10,560
There is an upgrade path which
requires develop development to
341
00:19:10,800 --> 00:19:13,640
kind of tap into the latest bits
of functionality.
342
00:19:13,640 --> 00:19:17,120
So the AI block generation, the
nested blocks, conditional
343
00:19:17,120 --> 00:19:20,480
settings and, and all the other,
the other bits and pieces that
344
00:19:20,880 --> 00:19:22,280
we've released.
So there's an, there is a
345
00:19:22,280 --> 00:19:25,960
technical upgrade path that you
could scope out and consider.
346
00:19:26,640 --> 00:19:30,320
And then the third option, which
is always worth keeping in the
347
00:19:30,320 --> 00:19:33,680
mix, I think is, is, is this a
refresh point, right?
348
00:19:33,680 --> 00:19:36,360
Maybe you don't change your
front end design, but you start
349
00:19:36,360 --> 00:19:39,600
from a new foundation because
technology has moved on.
350
00:19:39,600 --> 00:19:42,880
So one of the reasons the
horizon theme is is going to
351
00:19:42,880 --> 00:19:46,040
really help a lot of businesses
is it's the whole foundation of
352
00:19:46,040 --> 00:19:51,520
how the front end is built is
very, very modern and leveraging
353
00:19:51,520 --> 00:19:54,120
latest functionality.
So think performance, all these
354
00:19:54,120 --> 00:19:56,120
kind of things.
So it might be a time to go
355
00:19:56,360 --> 00:19:58,600
right clean slate.
Let's figure out, you know,
356
00:19:58,600 --> 00:20:02,960
let's start from that front end.
Let's see how far we can get
357
00:20:02,960 --> 00:20:06,720
with configuration without,
without development,
358
00:20:06,720 --> 00:20:09,520
customization and of course with
all of the stuff we've talked
359
00:20:09,520 --> 00:20:12,880
about that's now a lot further
than you could have before.
360
00:20:13,760 --> 00:20:17,320
And then maybe if there are very
bespoke elements, you have those
361
00:20:17,320 --> 00:20:21,520
custom developed into?
The new start starting with the
362
00:20:21,520 --> 00:20:23,600
so.
So it is either either option
363
00:20:23,600 --> 00:20:25,240
two or three to get the new
functionality.
364
00:20:25,240 --> 00:20:28,200
There is effort.
Required, yeah, and I think
365
00:20:28,200 --> 00:20:30,040
that's really nice.
I think that that the key thing
366
00:20:30,040 --> 00:20:32,080
is you, you don't have to it's
choice.
367
00:20:32,080 --> 00:20:35,400
And actually that choice can be
made at any point that you want.
368
00:20:36,720 --> 00:20:39,880
Now, I know that there is, there
is an announcement around we're
369
00:20:39,880 --> 00:20:43,640
not going to talk about it much
today because the details are
370
00:20:43,640 --> 00:20:45,320
not there, but there's an
announcement coming around
371
00:20:45,320 --> 00:20:50,120
building AI shopping agents and
functional or frameworks to
372
00:20:50,120 --> 00:20:51,480
enable do that.
And we're going to share what
373
00:20:51,480 --> 00:20:54,040
we're going to do is we're going
to share more detail when more
374
00:20:54,040 --> 00:20:56,480
is available in our upcoming
newsletter.
375
00:20:56,480 --> 00:20:59,520
So for the purposes of time
today, I want to focus into
376
00:20:59,520 --> 00:21:02,280
things where there are like
there's, there's like more
377
00:21:02,280 --> 00:21:05,960
detail in the announcements.
So let's go to markets next.
378
00:21:06,600 --> 00:21:12,480
Markets has been a, a, a, a big
area for investment in the road
379
00:21:12,480 --> 00:21:14,920
map and there's lots of
incremental functionality coming
380
00:21:14,920 --> 00:21:16,920
out.
I think it'd be really useful to
381
00:21:16,920 --> 00:21:21,320
hear your your perspective on
how has the, I guess the
382
00:21:21,320 --> 00:21:24,840
architecture and the structure
around markets changed and what
383
00:21:24,840 --> 00:21:27,200
are the benefits that that's
having in terms of being able to
384
00:21:27,200 --> 00:21:29,200
manage multiple markets
meaningfully?
385
00:21:29,960 --> 00:21:33,040
Yeah.
And, and so I've realised I'm,
386
00:21:33,040 --> 00:21:37,360
I'm, I've been building on and
in and around Shopify for, for
387
00:21:37,360 --> 00:21:39,960
coming on 8 years now, which is
not as long as a lot of people,
388
00:21:39,960 --> 00:21:43,440
but it means I've seen a good
few iterations of Shopify.
389
00:21:43,920 --> 00:21:46,080
One of the key things in the
journey for me is that
390
00:21:46,560 --> 00:21:49,760
internationalisation has always
been hot topic, particularly for
391
00:21:49,760 --> 00:21:54,160
businesses in Europe, obviously.
And Shopify's answer
392
00:21:54,160 --> 00:21:56,480
historically to
internationalisation was
393
00:21:56,480 --> 00:21:59,240
expansion stores, right?
Spin up a separate Shopify store
394
00:21:59,840 --> 00:22:02,720
for each of the, I mean, at one
point, each of the currencies he
395
00:22:02,720 --> 00:22:06,680
wanted to serve in, certainly
each of the business entities
396
00:22:06,680 --> 00:22:08,920
and each of the bank accounts he
wanted to pay out in.
397
00:22:09,120 --> 00:22:12,200
And then maybe also additional
ones if you have specifically
398
00:22:13,320 --> 00:22:16,120
important, I suppose
contextualisation or
399
00:22:16,120 --> 00:22:18,680
personalisation needs right to
different customer segments or
400
00:22:18,680 --> 00:22:23,920
whatever it is over the last,
over the last many years.
401
00:22:23,920 --> 00:22:27,880
But but accelerating over the
last couple of years, we've just
402
00:22:27,880 --> 00:22:31,800
been incrementally knocking over
the forcing factors that have
403
00:22:31,800 --> 00:22:34,560
meant businesses have had to
choose expansion stores and
404
00:22:34,560 --> 00:22:38,840
building in single store native
internationalization capability.
405
00:22:39,120 --> 00:22:42,120
And the latest market stuff that
we've just rolled out is another
406
00:22:42,120 --> 00:22:45,760
major step that I mean, to be
honest, at this point, there
407
00:22:45,760 --> 00:22:49,360
are, there are still and always
will be a few reasons why
408
00:22:49,360 --> 00:22:51,800
businesses need to go down the
expansion store route.
409
00:22:51,800 --> 00:22:54,640
And actually often operationally
that makes the most sense for
410
00:22:54,640 --> 00:22:56,920
them.
But what we've certainly seen is
411
00:22:56,920 --> 00:23:00,520
there are there are
astronomically fewer forcing
412
00:23:00,520 --> 00:23:03,360
factors or reasons that you only
have expansion stores is the
413
00:23:03,360 --> 00:23:06,240
option than they used to be.
And so the markets update for
414
00:23:06,240 --> 00:23:12,360
me, that's another big one.
So key things like GA now is, is
415
00:23:12,360 --> 00:23:15,360
multi entity selling, so the
ability to sell from multiple
416
00:23:15,360 --> 00:23:18,200
business entities
internationally from within a
417
00:23:18,200 --> 00:23:21,200
single Shopify store, as well as
multi currency payout.
418
00:23:21,200 --> 00:23:24,120
So the ability to pay out in
multiple currencies within a
419
00:23:24,120 --> 00:23:26,200
single business entity.
So if you have a euro bank
420
00:23:26,200 --> 00:23:28,760
account and A GB T bank account
or whatever it is.
421
00:23:30,200 --> 00:23:35,680
But then there's also a whole
load of UI updates that make the
422
00:23:35,680 --> 00:23:39,480
concept of managing different
markets way easier if you have
423
00:23:39,480 --> 00:23:43,560
lots and lots of them, as well
as key bits of additional
424
00:23:43,560 --> 00:23:47,440
functionality.
Yeah, fantastic.
425
00:23:48,040 --> 00:23:51,200
Anything that simplifies multi
store management.
426
00:23:51,200 --> 00:23:54,040
And the bit that I'm really
excited by is the inheritance
427
00:23:54,040 --> 00:23:57,280
piece because there are, there
are often times when there are
428
00:23:57,280 --> 00:24:00,080
so much similarity between two
stores.
429
00:24:00,080 --> 00:24:04,320
And I see this in like European
stores when people are UK and
430
00:24:04,320 --> 00:24:07,680
they expand into Europe and
they've got multiple stores and
431
00:24:07,800 --> 00:24:09,840
so much is similar apart from
translation.
432
00:24:09,840 --> 00:24:13,440
But then there are a few
elements of like local
433
00:24:13,440 --> 00:24:16,320
differences that you need, but
you don't want to be keep
434
00:24:16,320 --> 00:24:19,160
recreating things in multiple
versions of a store.
435
00:24:19,360 --> 00:24:22,360
So I really like that.
Looking forward to to getting
436
00:24:22,840 --> 00:24:25,880
into that in a bit more detail.
It's quite a neat and I think
437
00:24:26,040 --> 00:24:28,400
there's a lot that kind of
speaks to Shopify's philosophy
438
00:24:28,400 --> 00:24:32,280
and how we build stuff where
like that's the kind of, that's
439
00:24:32,280 --> 00:24:37,200
a little, I suppose a little
nuance that we didn't need to be
440
00:24:37,200 --> 00:24:38,400
built.
But it's the kind of thing
441
00:24:38,400 --> 00:24:40,520
that's really annoying, right?
Like your example that you
442
00:24:40,520 --> 00:24:42,800
talked about where there's maybe
1 minor difference between
443
00:24:42,800 --> 00:24:45,160
markets.
You don't have the inherit
444
00:24:45,160 --> 00:24:47,200
piece.
So therefore you have to
445
00:24:47,200 --> 00:24:50,600
manually set up every aspect
that you've already set up once
446
00:24:50,600 --> 00:24:54,400
before again to just have that
one set slightly slight
447
00:24:54,400 --> 00:24:59,560
difference and, and I think
there will always be areas of
448
00:24:59,560 --> 00:25:03,040
software or probably always be
areas of software that are a bit
449
00:25:03,040 --> 00:25:06,360
fiddly at times, but it's just
quite nice that we tried to
450
00:25:06,360 --> 00:25:08,760
focus on reducing that as much
as possible.
451
00:25:08,760 --> 00:25:10,280
Inheritance is a good example of
that.
452
00:25:11,040 --> 00:25:14,040
Yeah, excellent.
Anything else you think that we
453
00:25:14,040 --> 00:25:20,320
need to focus on that that's of
interest because I know we were
454
00:25:20,320 --> 00:25:24,480
talking about like B to B and
multiple international markets
455
00:25:24,480 --> 00:25:27,480
and therefore being able to have
different store designs.
456
00:25:28,040 --> 00:25:30,960
Is there anything you want to do
like pull out specifically
457
00:25:30,960 --> 00:25:31,920
within that?
Yeah.
458
00:25:31,920 --> 00:25:34,160
I mean that's, that's a big one,
right?
459
00:25:34,160 --> 00:25:39,760
Where, where at the moment or if
you think, I don't know, three
460
00:25:39,760 --> 00:25:44,960
hours ago as we record with
Shopify, you could have native
461
00:25:45,040 --> 00:25:48,600
within a single store, you could
have B2B capability and it was a
462
00:25:48,600 --> 00:25:52,280
separate market, which would
allow you to have a separate
463
00:25:52,280 --> 00:25:55,680
storefront layout and and so on.
But importantly, there was just
464
00:25:55,680 --> 00:25:59,240
one B2B market.
And that meant that if you, for
465
00:25:59,240 --> 00:26:02,480
example, have B2B customers from
a single store who are both in
466
00:26:02,480 --> 00:26:06,000
Germany and the UK, you couldn't
necessarily contextualise to
467
00:26:06,000 --> 00:26:09,680
them or localise to them as much
as you ideally would be able to.
468
00:26:10,120 --> 00:26:15,120
Now with the new markets UI, the
big unlock is that you can have
469
00:26:15,520 --> 00:26:19,840
individual B to B, individual
retail markets as well.
470
00:26:19,840 --> 00:26:23,240
So that that means that you can
just you can really go to town
471
00:26:23,240 --> 00:26:25,720
on localisation way more than
you could before.
472
00:26:25,880 --> 00:26:28,240
And I suppose that also narrates
why it was so important that
473
00:26:28,240 --> 00:26:31,320
there was the UI overhaul.
It's really neat the way the
474
00:26:31,320 --> 00:26:36,680
team have come up with it, where
it's sort of, it's a cascading
475
00:26:36,760 --> 00:26:38,800
tabular kind of view of the new
of how.
476
00:26:38,840 --> 00:26:41,840
You, yeah, yeah, I like that
from AB to B point of view
477
00:26:41,840 --> 00:26:46,160
because the nature of the the
business customers you work with
478
00:26:46,160 --> 00:26:48,720
can vary from market to market
depending on your distribution
479
00:26:48,720 --> 00:26:50,400
model.
So you might have a very
480
00:26:50,400 --> 00:26:54,280
consumer based purchasing set in
one country, but a very
481
00:26:54,280 --> 00:26:56,440
traditional more formal business
groups.
482
00:26:56,440 --> 00:26:59,880
And therefore the the UX or the
the features of functionality
483
00:27:00,080 --> 00:27:02,040
you will have can vary
significantly.
484
00:27:02,040 --> 00:27:04,360
So that's definitely
interesting.
485
00:27:04,360 --> 00:27:08,520
And we all know that that the
focus on B2B commerce is one of
486
00:27:08,520 --> 00:27:11,280
the big growth areas for
investment at the moment is is
487
00:27:11,280 --> 00:27:14,400
pretty significant.
So that's Mark is our third
488
00:27:14,400 --> 00:27:17,640
strategic area we want to pull
out is point of sale.
489
00:27:17,640 --> 00:27:21,440
The POS.
I've looked at this on a few
490
00:27:21,440 --> 00:27:25,080
projects recently and been
impressed with the capabilities
491
00:27:25,080 --> 00:27:28,360
as they roll out.
So let's tease out what is new
492
00:27:28,600 --> 00:27:32,960
and again, what the impact is.
So the I know that the two that
493
00:27:32,960 --> 00:27:37,040
we were talking about previously
about ship and carry out and
494
00:27:37,040 --> 00:27:39,480
like the branded customer views,
but the one I just the small
495
00:27:39,520 --> 00:27:42,120
seems small, but I think it's a
really good benefit to both
496
00:27:42,120 --> 00:27:45,360
customers and businesses is
refund to store credit
497
00:27:45,360 --> 00:27:48,560
capability within the app.
Now that's been something that
498
00:27:48,560 --> 00:27:49,960
people have wanted for a long
time.
499
00:27:50,200 --> 00:27:54,920
When there are situations where
customer can't be refunded to
500
00:27:54,920 --> 00:27:58,320
payment type, maybe it's outside
of like the policy window for
501
00:27:58,320 --> 00:28:01,760
forgive a traditional refund,
but you want to keep customers
502
00:28:01,760 --> 00:28:04,600
shopping within the store and
not like annoy them.
503
00:28:04,600 --> 00:28:07,880
So refund store credit is always
something that store teams want.
504
00:28:09,440 --> 00:28:12,880
Yeah, absolutely nothing to add.
Agree.
505
00:28:13,640 --> 00:28:16,080
It's it's good to see.
Yeah, it is.
506
00:28:16,080 --> 00:28:18,000
I mean this is great thing about
this, why I love this
507
00:28:18,000 --> 00:28:19,280
conversation.
Sometimes it's just about
508
00:28:19,280 --> 00:28:22,120
getting stuff people need
shipped and that no more fanfare
509
00:28:22,120 --> 00:28:24,480
it's done.
So let's talk about the ship and
510
00:28:24,480 --> 00:28:27,000
carry out and split delivery
methods because this is
511
00:28:27,000 --> 00:28:29,120
something I think that's going
to be an interesting one for you
512
00:28:29,120 --> 00:28:31,000
to talk through and what the
what it does and what the
513
00:28:31,000 --> 00:28:32,960
benefits will be.
Sure.
514
00:28:33,560 --> 00:28:37,400
So take the example.
Customer walks in to a retail
515
00:28:37,400 --> 00:28:40,280
store.
They pick up four items.
516
00:28:41,560 --> 00:28:43,880
Three of them they have the
right size in their hands.
517
00:28:43,880 --> 00:28:45,280
One of them, they have the wrong
size.
518
00:28:45,480 --> 00:28:49,320
They go to the, they go to the
till and they say, do you have
519
00:28:49,320 --> 00:28:52,880
the right size of this?
Because the store operator can
520
00:28:52,880 --> 00:28:56,840
check inventory within the store
and of course the inventory
521
00:28:56,840 --> 00:29:00,000
across the rest of the business,
they can say, no, we don't have
522
00:29:00,000 --> 00:29:01,280
it in store.
I'm really sorry.
523
00:29:01,440 --> 00:29:04,160
However, if you'd like, I can
get that shipped to your home.
524
00:29:04,960 --> 00:29:08,880
At the moment with Chauffeur
POS, you have the choice of
525
00:29:08,960 --> 00:29:13,120
either you do 2 split, you do 2
split orders where you do 1
526
00:29:13,120 --> 00:29:16,400
where the customer can carry out
those three items and take them
527
00:29:16,400 --> 00:29:19,840
home today and then do another
order where the customer has
528
00:29:19,840 --> 00:29:22,160
that 4th item shipped to their
home.
529
00:29:22,720 --> 00:29:25,440
Or the second option would be
you just ship all of it to home
530
00:29:25,440 --> 00:29:27,440
and the customer walks out with
nothing in the moment.
531
00:29:27,920 --> 00:29:30,920
So you know, some of the time
that's fine, but a lot of the
532
00:29:30,920 --> 00:29:33,320
time that's not ideal at all.
With this kind of the new split
533
00:29:33,320 --> 00:29:36,160
and carry out in one check out,
the store operator can actually
534
00:29:36,160 --> 00:29:40,360
just go ahead and split out the
order to have some items as
535
00:29:40,360 --> 00:29:41,520
carry out.
They can take them.
536
00:29:41,520 --> 00:29:44,480
Those three items, they can take
them away now and the other one
537
00:29:44,640 --> 00:29:48,000
they can have shipped to home
from the warehouse or or however
538
00:29:48,000 --> 00:29:52,200
you've got it set up at a later
date, allowing the customer to
539
00:29:52,240 --> 00:29:54,080
do all of that in a single
transaction.
540
00:29:54,080 --> 00:29:58,560
So much nicer user customer
experience and also a much nicer
541
00:29:58,560 --> 00:30:00,000
store operator experience to
them.
542
00:30:01,280 --> 00:30:02,880
Yeah, excellent.
That's really nice.
543
00:30:03,560 --> 00:30:06,600
Just anything that gives in
store teams flexibility to
544
00:30:06,600 --> 00:30:09,200
service customers to reduce the
number of people who end up
545
00:30:09,520 --> 00:30:11,120
leaving.
Because we all know that some
546
00:30:11,120 --> 00:30:14,880
people go, oh, I'll go and place
the order online, but their
547
00:30:14,880 --> 00:30:17,240
percentage of those never do.
And then they've disappeared
548
00:30:17,240 --> 00:30:19,280
because as soon as they've left
the store, you're outside and
549
00:30:19,280 --> 00:30:22,120
out of mind.
So I really like that one, which
550
00:30:22,120 --> 00:30:25,000
is I guess it's, it's probably
less exciting from a functional
551
00:30:25,000 --> 00:30:27,520
point of view, but it's nice
from the businesses control
552
00:30:27,520 --> 00:30:30,400
point of view is branded
customer views and the ability
553
00:30:30,400 --> 00:30:34,200
to to align that, that
interaction, that interface with
554
00:30:34,480 --> 00:30:38,240
brand controls.
So from what I've understood,
555
00:30:38,240 --> 00:30:41,600
it's, it's more about, it's
about brand colours in the
556
00:30:41,600 --> 00:30:46,680
checkout helping that POS feel I
guess more aligned with online
557
00:30:46,680 --> 00:30:49,720
or where other digital journey
points exist.
558
00:30:49,920 --> 00:30:52,280
Is there anything specific to
pull out on that or is it more
559
00:30:52,280 --> 00:30:54,480
just about you know that that
design control?
560
00:30:54,560 --> 00:30:58,080
Well, I mean, on the design
piece that yes, everything you
561
00:30:58,080 --> 00:31:00,920
said about the, the customer
branding and that's, that's
562
00:31:01,160 --> 00:31:03,440
brilliant.
I think a lot of businesses will
563
00:31:03,440 --> 00:31:05,000
find that really, really
valuable.
564
00:31:05,040 --> 00:31:06,600
And, and it has two areas,
right.
565
00:31:06,600 --> 00:31:09,120
It's the terminal.
If you have a piece that feeds
566
00:31:09,120 --> 00:31:11,200
back to the customer where they
can see what's being added to
567
00:31:11,200 --> 00:31:14,400
cart and pay.
And so as well as if you're
568
00:31:14,400 --> 00:31:16,400
using tablet on the lock screen
and that kind of thing.
569
00:31:16,440 --> 00:31:20,760
So any devices that are just
left on on the lock screen in
570
00:31:20,760 --> 00:31:25,760
this store can show branding.
But the other, the other piece
571
00:31:25,760 --> 00:31:28,880
that's worth calling out is that
there's been a total UI
572
00:31:28,880 --> 00:31:32,760
overhaul.
So it feels the whole, the whole
573
00:31:32,760 --> 00:31:37,000
shop 5 POS interface has been
redefined, redesigned, feels
574
00:31:37,000 --> 00:31:41,600
much fresher, feels much more
in, I suppose even more
575
00:31:41,600 --> 00:31:46,680
intuitive, snappier and I
suppose just ready for the more
576
00:31:46,680 --> 00:31:48,520
ready for the next era of
commerce.
577
00:31:50,520 --> 00:31:54,200
Excellent.
So now we're on to our 4th
578
00:31:54,680 --> 00:31:57,840
pillar and I think there's this
is probably an area where we can
579
00:31:57,840 --> 00:32:00,840
do a lot of chat about because
Gen.
580
00:32:00,840 --> 00:32:04,040
AI, everyone talks about it.
I know you said it at the start,
581
00:32:04,040 --> 00:32:06,920
it's there seems to be an
acceleration of, of realising
582
00:32:06,920 --> 00:32:09,000
that this isn't just another
buzzword.
583
00:32:09,720 --> 00:32:12,800
The practical use cases are
there and actually people really
584
00:32:12,800 --> 00:32:15,760
want tools that improve their
efficiency but help them make
585
00:32:15,760 --> 00:32:20,760
smarter business decisions.
And especially in SMEs that are
586
00:32:20,760 --> 00:32:23,760
running lean teams, they don't
have massive teams who are like
587
00:32:24,000 --> 00:32:27,440
data analysts, scientists, you
know, people who've got the time
588
00:32:27,440 --> 00:32:30,640
to to crunch numbers, come up
with like practice
589
00:32:30,640 --> 00:32:32,840
recommendations, having
something that can interpret
590
00:32:32,840 --> 00:32:36,320
data and guide them or answer
questions and give them info.
591
00:32:36,640 --> 00:32:40,160
And Psychic was launched and it
keeps iterating.
592
00:32:40,160 --> 00:32:43,840
And I know now that in the
latest editions you've announced
593
00:32:43,880 --> 00:32:47,160
a voice chat and screen share.
So do you want to give us the
594
00:32:47,440 --> 00:32:51,200
Shopify view of what these do,
what you can get from them at
595
00:32:51,200 --> 00:32:53,680
the moment and what the benefit
intended benefits are?
596
00:32:53,880 --> 00:32:57,240
Yeah, sure.
I think to start with intended
597
00:32:57,240 --> 00:33:00,400
benefit because it aligns with,
I suppose, Shopify's philosophy
598
00:33:00,400 --> 00:33:06,400
on, on AI, most of which all of
which is captured in the leaked
599
00:33:06,400 --> 00:33:10,600
Toby memo that we, we all got
sentenced a few weeks ago.
600
00:33:10,640 --> 00:33:13,600
And it then searches on LinkedIn
and went everywhere.
601
00:33:14,240 --> 00:33:18,000
For me, the key thing is that
Shopify's position on AI is it
602
00:33:18,000 --> 00:33:21,920
is a, a multiplier for human
productivity, right?
603
00:33:21,920 --> 00:33:26,560
So everything that we're
building into the Shopify admin,
604
00:33:27,080 --> 00:33:28,520
hopefully, hopefully it's fairly
obvious.
605
00:33:28,520 --> 00:33:32,720
So what it allows users to do is
go faster, do more all by
606
00:33:32,720 --> 00:33:35,840
themselves with the support of
the AI native capability.
607
00:33:35,840 --> 00:33:38,360
And Sidekick's a great, a great
example of that.
608
00:33:38,360 --> 00:33:43,080
So Sidekick launched and you
could ask it for help.
609
00:33:43,080 --> 00:33:46,040
It had access to help documents
and and so on within Shopify.
610
00:33:46,280 --> 00:33:49,680
It started to be able to do
things like you say to it.
611
00:33:50,200 --> 00:33:55,440
Oh, I did build a 10% discount
code for this customer segment.
612
00:33:55,440 --> 00:33:58,600
Please could you do it for me?
Think about it and yes, here you
613
00:33:58,600 --> 00:34:00,240
go.
Can you do you want to preview
614
00:34:00,240 --> 00:34:04,360
it?
It has in the last last few
615
00:34:04,360 --> 00:34:08,199
weeks and and it's got
astronomically smarter.
616
00:34:09,000 --> 00:34:16,400
So multi step reasoning more
into more interfaces across
617
00:34:16,400 --> 00:34:19,280
Shopify as a platform.
And then there's the new
618
00:34:19,280 --> 00:34:23,280
features as well, right where
you can, you can have a voice,
619
00:34:23,280 --> 00:34:25,880
voice interaction.
So you talk to it, it will talk
620
00:34:25,880 --> 00:34:30,199
back to you and screen share.
So you can do things like you
621
00:34:30,199 --> 00:34:34,199
could say you could turn on, you
know, you could call sidekick,
622
00:34:34,440 --> 00:34:39,199
right, the AI assistant within
the admin and say, I'm stuck on
623
00:34:39,199 --> 00:34:41,960
the screen.
I don't know what to click.
624
00:34:42,199 --> 00:34:46,040
I'm trying to do this, this and
this and Sidekick can see where
625
00:34:46,040 --> 00:34:48,440
you see your screen because
you're sharing it at the same
626
00:34:48,440 --> 00:34:51,520
time.
And then it can help you and
627
00:34:51,520 --> 00:34:56,080
guide you through having all of
the references that it has to
628
00:34:56,520 --> 00:35:00,440
help documentation, broader
context across, I suppose all
629
00:35:00,440 --> 00:35:03,000
the millions of Shopify
merchants and and so on as well.
630
00:35:03,760 --> 00:35:07,600
So it's it's quite a game
changer, I think.
631
00:35:08,480 --> 00:35:12,720
Yeah, the so I, I have this a
lot when you know, I know the
632
00:35:12,720 --> 00:35:15,560
software interface pretty well,
but I don't know it as well.
633
00:35:15,560 --> 00:35:17,920
I don't know it as well as you
and people who use it day in,
634
00:35:17,920 --> 00:35:21,080
day out, day in, day out.
But every single project I work
635
00:35:21,080 --> 00:35:23,320
on with clients, I help and
guide them to do stuff where
636
00:35:23,320 --> 00:35:27,200
someone's forgotten how to do X
on a product or where do I find
637
00:35:27,200 --> 00:35:30,400
the meta object for that.
And the, the, the thought of
638
00:35:30,400 --> 00:35:35,760
having a assistant where you can
say, can you open the meta
639
00:35:35,760 --> 00:35:40,360
object for X or oh God, I need
to, I need to edit a product
640
00:35:40,360 --> 00:35:44,440
meta field or I need to find
this part of text in the system.
641
00:35:44,720 --> 00:35:47,000
I get there's so much with
system setting text and it's
642
00:35:47,000 --> 00:35:50,400
like, where do I edit this or
where do I translate it?
643
00:35:50,400 --> 00:35:54,400
There are so many little things
where you either have a massive
644
00:35:54,400 --> 00:35:59,760
document or you go do an online
search and use the the help
645
00:35:59,760 --> 00:36:04,240
thing, or you just go and ask us
a sidekick as I do get me there
646
00:36:04,240 --> 00:36:06,720
really quickly.
So I really love the idea of all
647
00:36:06,720 --> 00:36:09,440
those things where we always
forget those little shortcuts
648
00:36:09,440 --> 00:36:12,240
and they go right, there we go.
I've just saved myself 3 minutes
649
00:36:12,240 --> 00:36:14,280
of research.
Yeah, yeah.
650
00:36:14,280 --> 00:36:18,440
And and it it of course, at the
same time as being able to help
651
00:36:18,440 --> 00:36:22,400
with all of that, it also then
can do massive data crunching
652
00:36:22,400 --> 00:36:25,800
for you and help heal industry
trends and analysis and and so
653
00:36:25,800 --> 00:36:29,520
on.
We're actually seeing like we're
654
00:36:29,520 --> 00:36:34,520
seeing usage increase a lot.
We're seeing businesses, some of
655
00:36:34,520 --> 00:36:37,200
the biggest businesses on
Shopify are using this as well.
656
00:36:37,200 --> 00:36:40,680
So it's, I think that's the
thing that I've, I've been
657
00:36:40,680 --> 00:36:45,480
really, I suppose it's just
quite interesting to observe
658
00:36:45,480 --> 00:36:48,000
like there's been a real tipping
point where this is, this is now
659
00:36:48,040 --> 00:36:52,120
a very, very powerful bit of kit
within Shopify and will just
660
00:36:52,120 --> 00:36:56,680
continue to get better and it
helps business users of all
661
00:36:56,680 --> 00:37:02,320
sizes of business go faster.
Yeah, yeah, I really, I really
662
00:37:02,320 --> 00:37:07,040
like and I, I guess the, the
great thing about this is over
663
00:37:07,040 --> 00:37:10,800
time, same with Shopify Flow and
you know, other flow builders
664
00:37:10,800 --> 00:37:15,200
and other platforms is you have
a tool, you start using it for
665
00:37:15,200 --> 00:37:17,920
like repeat things that you do,
but then you discover additional
666
00:37:17,920 --> 00:37:20,920
use cases that help it add
incremental efficiency into your
667
00:37:20,920 --> 00:37:23,720
day-to-day working.
I like the idea of the, you
668
00:37:23,720 --> 00:37:25,800
know, the data piece is quite
nice actually, being able to get
669
00:37:25,800 --> 00:37:29,960
quick answers where you don't
have to then go in and find a
670
00:37:29,960 --> 00:37:32,720
rapport, look through the data,
make a decision and.
671
00:37:33,120 --> 00:37:36,000
Because it can access it can
access Shopify QR right?
672
00:37:36,000 --> 00:37:41,000
So it can, it can spit custom
reports for you as well and help
673
00:37:41,000 --> 00:37:43,760
you think about, so you, you
know, you could say I need to be
674
00:37:43,760 --> 00:37:46,840
able to present this or I need
to be able to report back on
675
00:37:46,840 --> 00:37:49,000
this.
What kind of reports would
676
00:37:49,560 --> 00:37:52,640
typically be used and can you go
and build them for me?
677
00:37:53,480 --> 00:37:59,080
Yeah, yes, that's very nice
because it's not an exciting
678
00:37:59,080 --> 00:38:01,440
thing to do when you have to,
especially when you're having to
679
00:38:01,440 --> 00:38:03,400
build a customer report for
somebody else, another
680
00:38:03,400 --> 00:38:05,720
stakeholder, you know the value
in it and you want to help them
681
00:38:05,720 --> 00:38:07,800
out.
But when you're busy, having had
682
00:38:07,800 --> 00:38:10,000
the ability to execute that
quicker on uncertain manually is
683
00:38:10,000 --> 00:38:14,720
very useful.
The next bit around sidekick
684
00:38:14,720 --> 00:38:17,560
that I saw that was interesting
was image generation.
685
00:38:17,560 --> 00:38:22,920
So evolution from binity to do
basic editing like backgrounds
686
00:38:22,920 --> 00:38:26,960
of images to create a new images
for things like marketing
687
00:38:26,960 --> 00:38:29,360
material or even like product
photography.
688
00:38:29,800 --> 00:38:33,520
So what are the use cases that
Shopify has built this in mind
689
00:38:33,520 --> 00:38:37,880
for?
I think what we've done with a
690
00:38:37,880 --> 00:38:44,440
lot of stuff here is bring into
Shopify admin and into where
691
00:38:44,640 --> 00:38:49,240
business users are day-to-day
stuff that at the moment you
692
00:38:49,240 --> 00:38:51,960
might have it a very fragmented,
you know, so where you might
693
00:38:51,960 --> 00:38:57,760
have had 20 tabs open in your
browser, one of them being an AI
694
00:38:57,760 --> 00:39:02,760
image generation tool where you,
you know, separate subscription
695
00:39:02,760 --> 00:39:05,640
and and so on.
We're wrapping more and more
696
00:39:05,640 --> 00:39:08,280
into Shopify.
So it's all in the same place
697
00:39:09,000 --> 00:39:12,360
long term, you know, think of
the use case as well with that,
698
00:39:12,360 --> 00:39:16,800
the the kind of idea that
Sidekick has context on your
699
00:39:16,800 --> 00:39:20,440
brand, it has context on your,
the content within your store,
700
00:39:21,000 --> 00:39:23,400
obviously all within a very,
very secure and carefully
701
00:39:23,400 --> 00:39:27,080
curated way.
But for you to be able to say
702
00:39:27,080 --> 00:39:31,840
things like I need an image
that's brand aligned that shows
703
00:39:31,920 --> 00:39:35,080
this that I can use for this
marketing campaign and it can
704
00:39:35,080 --> 00:39:39,040
generate that for you without
you having to go about uploading
705
00:39:39,040 --> 00:39:42,040
brand guidelines, uploading
brand equity and giving all of
706
00:39:42,040 --> 00:39:43,960
that context.
And there's quite a lot that
707
00:39:43,960 --> 00:39:45,320
could happen.
I'm not saying I can do that
708
00:39:45,320 --> 00:39:47,960
now, by the way, He perhaps into
the future that I think there's
709
00:39:47,960 --> 00:39:51,080
a lot that a lot that could
happen there.
710
00:39:52,120 --> 00:39:54,280
Yeah.
And I for me, the product image
711
00:39:54,280 --> 00:39:57,000
1 is interesting.
And again, I've, I've not tested
712
00:39:57,000 --> 00:39:59,080
this yet to see what it can do
and how to do.
713
00:39:59,080 --> 00:40:02,840
But you often get little tweets
product images where there's
714
00:40:02,840 --> 00:40:06,040
latency in a process because it
has to go back to a designer
715
00:40:06,040 --> 00:40:08,320
who's currently working on
really important campaign assets
716
00:40:08,320 --> 00:40:12,400
and therefore can't do it until,
you know, Thursday and you need
717
00:40:12,400 --> 00:40:14,040
you want it sooner.
And the ability to have
718
00:40:14,040 --> 00:40:16,920
something that can do those
basic edits within a control
719
00:40:16,920 --> 00:40:19,160
process, I think it's really,
really powerful because.
720
00:40:20,320 --> 00:40:21,880
Designers don't enjoy doing
things like that.
721
00:40:21,880 --> 00:40:23,560
It's not a fun project to work
on.
722
00:40:23,560 --> 00:40:26,520
And and this is increasingly
where where Jen I is going to be
723
00:40:27,560 --> 00:40:32,600
AI fits in is is taking away the
non the non sexy tasks that we
724
00:40:32,600 --> 00:40:35,920
all have to do that we want
speed up so we can focus on
725
00:40:35,920 --> 00:40:39,040
value add.
And I think threading back to
726
00:40:39,840 --> 00:40:42,560
the theme stuff, we make the
front end stuff we took to the
727
00:40:42,560 --> 00:40:45,320
start.
Hopefully that's also the case
728
00:40:45,320 --> 00:40:47,480
for like new content blocks as
well.
729
00:40:47,480 --> 00:40:49,760
I'm not as a front end
developer.
730
00:40:49,760 --> 00:40:52,440
That's probably, you know,
marketing saying we need this,
731
00:40:52,760 --> 00:40:56,800
this specific layout of an image
block with some text, probably
732
00:40:56,800 --> 00:40:58,400
not the most exciting type of
work.
733
00:40:58,400 --> 00:41:02,440
So all of that stuff, it just
allows users, IT businesses
734
00:41:02,440 --> 00:41:04,760
could just go faster.
Yeah.
735
00:41:04,760 --> 00:41:08,400
And and also coming back to that
point about like generative
736
00:41:08,400 --> 00:41:13,480
layouts, one of the big
disconnects you get in in store
737
00:41:13,480 --> 00:41:17,800
management is the the depth of
the brief around the functional
738
00:41:17,800 --> 00:41:21,160
capability of that content
layout and what's being built.
739
00:41:21,160 --> 00:41:24,080
Often you get a, we want to lay
out that there's AB and C, so we
740
00:41:24,080 --> 00:41:26,480
want to lay out that enables us
to display blog posts.
741
00:41:27,200 --> 00:41:30,360
Developer builds it rather than
actually, do you know what?
742
00:41:30,360 --> 00:41:32,440
I need a layout that's going to
help me display blog paste, but
743
00:41:32,440 --> 00:41:35,560
I want to be able to set
specific tags to only display
744
00:41:35,560 --> 00:41:38,320
the posts I want.
And I, if I also want to be able
745
00:41:38,320 --> 00:41:41,720
to just add specific posts into
that layout.
746
00:41:42,880 --> 00:41:45,480
You have all of these nuances
around what you want and the
747
00:41:45,480 --> 00:41:49,320
ability to use a systemic tool
that's able to understand those
748
00:41:49,320 --> 00:41:52,440
commands and then adapt and
tweak on the fly of that.
749
00:41:52,440 --> 00:41:54,840
I think that, I mean, that's
quite an incredibly powerful
750
00:41:54,840 --> 00:41:57,600
thing to do.
It is indeed.
751
00:41:58,720 --> 00:42:04,000
But with great power comes great
responsibility to fit a cliche
752
00:42:04,000 --> 00:42:05,800
into the episode.
Yeah, important.
753
00:42:06,640 --> 00:42:08,600
Yeah, it is another.
I think this is the whole thing
754
00:42:08,600 --> 00:42:12,200
is I you as vendors are trying
to release functionality to help
755
00:42:12,200 --> 00:42:15,160
businesses self-serve better and
be more efficient.
756
00:42:15,680 --> 00:42:19,520
It's then down to all of us who
are working on the like
757
00:42:19,520 --> 00:42:22,040
management side or
implementation side to look at
758
00:42:22,160 --> 00:42:24,560
what's relevant and how we use
it effectively.
759
00:42:24,560 --> 00:42:27,160
So I think that's always the
word of caution to anyone listen
760
00:42:27,160 --> 00:42:28,960
to this.
And merchant side is these tools
761
00:42:28,960 --> 00:42:31,440
are there, but you need to test
and you need to work out how to
762
00:42:31,440 --> 00:42:33,640
use them effectively, especially
when you're talking about Gen.
763
00:42:33,640 --> 00:42:36,520
IAI because you've got to make
sure it's fit for purpose.
764
00:42:37,640 --> 00:42:40,440
But those are the four pillars I
really wanted to to drill into.
765
00:42:40,440 --> 00:42:44,080
Is there anything else been from
the Shopify perspective that you
766
00:42:44,080 --> 00:42:47,720
want to flag in terms of, you
know, new features or areas that
767
00:42:47,720 --> 00:42:49,880
you guys have been pushing in
the latest editions?
768
00:42:50,960 --> 00:42:56,640
I think I mean, there's a lot in
there and the there's a lot in
769
00:42:56,640 --> 00:43:01,920
there and and the engineering
team and design teams and and
770
00:43:01,920 --> 00:43:05,240
the whole team who have built
out the actual experience of how
771
00:43:05,240 --> 00:43:08,560
to look through the product
updates have really have done
772
00:43:08,560 --> 00:43:10,360
themselves.
It's worth just going and having
773
00:43:10,360 --> 00:43:13,080
a look even just for that,
because it's quite a fun
774
00:43:13,080 --> 00:43:15,400
website.
But I really encourage you to go
775
00:43:15,400 --> 00:43:18,960
go and have a look for and have
a play and make sure you get to
776
00:43:18,960 --> 00:43:21,760
the bottom and click drive just
to have a bit of a laugh.
777
00:43:23,360 --> 00:43:26,880
But one of the other ones, and
this is maybe slightly
778
00:43:27,520 --> 00:43:30,880
appreciate, this is slightly
nerdy, but the the next
779
00:43:30,880 --> 00:43:35,200
generation developer platform
piece, I think is really quite
780
00:43:35,200 --> 00:43:39,520
exciting.
There's a lot of, I've heard it
781
00:43:39,520 --> 00:43:42,840
described as a lot of quality of
life improvements for developers
782
00:43:42,840 --> 00:43:47,040
on Shopify, for people building
Shopify and building building on
783
00:43:47,040 --> 00:43:50,960
top of Shopify.
So loads of stuff in there just
784
00:43:51,080 --> 00:43:55,440
that are all just really nice
incremental improvements that
785
00:43:55,680 --> 00:43:59,320
make it easier to build, easier
to go faster, easier to be able
786
00:43:59,320 --> 00:44:05,800
to just, I suppose, do do your
best work faster rather than a
787
00:44:05,840 --> 00:44:11,360
whole bunch of feedbacks.
So yeah, I'm quite excited.
788
00:44:11,520 --> 00:44:13,760
I'm excited about that.
I think there's a lot wrapped up
789
00:44:13,760 --> 00:44:18,760
in there and a lot of just
things where it's just one line
790
00:44:18,760 --> 00:44:21,640
in, it's kind of one line in
there.
791
00:44:21,640 --> 00:44:26,320
The addition and you realise
actually this, that's hours and
792
00:44:26,320 --> 00:44:29,520
hours of work that is saved
often.
793
00:44:30,840 --> 00:44:34,120
Yeah.
And increasingly this is where I
794
00:44:34,120 --> 00:44:39,800
see the value of of modern tech.
Yes, experience really important
795
00:44:39,800 --> 00:44:43,040
still never will go away.
The operational efficiency, and
796
00:44:43,040 --> 00:44:47,000
I mean that across the business,
whether that's at the supply and
797
00:44:47,000 --> 00:44:51,520
chain side, it's in the buying
teams, it's in finance and then
798
00:44:51,520 --> 00:44:55,760
an ECOM level, it's how the tech
operates together effectively to
799
00:44:55,760 --> 00:45:00,200
enable you to do things between
different parts of systems or
800
00:45:00,200 --> 00:45:04,400
even between different tools and
execute that at speed.
801
00:45:05,760 --> 00:45:08,680
It's amazing to see.
Actually you guys see it at
802
00:45:08,680 --> 00:45:11,960
first hand because you're in a
solution engineering function,
803
00:45:11,960 --> 00:45:15,440
but the pace it's changed in the
last 12 months is quite insane.
804
00:45:17,480 --> 00:45:22,920
Yeah, yeah, definitely has.
And, and I think for me, I'm
805
00:45:22,920 --> 00:45:26,880
hearing, I'm hearing some of
our, you know, developers within
806
00:45:26,880 --> 00:45:29,600
the business and developers I
know say that, you know, with,
807
00:45:29,600 --> 00:45:33,760
with tooling like Cursor and now
hopefully also increasingly
808
00:45:33,760 --> 00:45:37,440
tooling that we're releasing
natively on the platform, you
809
00:45:37,440 --> 00:45:39,160
can go 10 times faster than you
could before.
810
00:45:39,800 --> 00:45:42,200
Yeah, Ben, I've really enjoyed
that.
811
00:45:42,200 --> 00:45:46,000
I always enjoy chatting to you
and I always enjoy seeing big
812
00:45:46,000 --> 00:45:48,160
releases from from lead
inventors.
813
00:45:48,880 --> 00:45:52,640
If anyone wants to reach out and
probe about any specific areas
814
00:45:52,640 --> 00:45:54,880
and want to look at maybe some
particular use cases and how
815
00:45:54,880 --> 00:45:58,880
that could apply to to to them
or their clients, what's the
816
00:45:58,880 --> 00:46:02,680
best way to reach out?
Sure, really happy if people
817
00:46:02,680 --> 00:46:05,080
want probably LinkedIn is the
best option.
818
00:46:05,560 --> 00:46:09,760
Ben Homer on LinkedIn probably
come up.
819
00:46:09,760 --> 00:46:12,160
I don't know how many Ben homers
there are, but if you type Ben
820
00:46:12,160 --> 00:46:14,600
Homer Shopify, there are a lot
of Ben's in Shopify, but not
821
00:46:14,600 --> 00:46:18,760
that many Ben.
So yeah, so that will find me,
822
00:46:18,760 --> 00:46:22,120
send me a message.
I'd I'd I'm always happy to no
823
00:46:22,120 --> 00:46:27,680
doubt about Shopify.
Excellent, I hope the people
824
00:46:27,680 --> 00:46:31,160
listening have enjoyed it.
There's lots of useful
825
00:46:31,160 --> 00:46:34,440
information in there.
Want to reach out to myself or
826
00:46:34,440 --> 00:46:39,240
Paul about anything related to
the new new functionality and
827
00:46:39,240 --> 00:46:41,920
what it means to merchants.
We always love to chat about E
828
00:46:41,920 --> 00:46:44,960
com and then keep your ears
peeled for the next episode.
829
00:46:45,120 --> 00:46:46,760
Thanks.
Have a good rest of the day
830
00:46:46,800 --> 00:46:48,080
then.
Thanks for having me.
831
00:46:49,080 --> 00:46:51,440
You're listening to the Inside
Commerce podcast, hosted by
832
00:46:51,440 --> 00:46:54,120
experienced consultants James
Gerd and Paul Rogers.
833
00:46:54,520 --> 00:46:57,000
Inside Commerce is your fast
tracked additional knowledge
834
00:46:57,080 --> 00:46:59,640
feature in interviews with
leading e-commerce retailers,
835
00:46:59,760 --> 00:47:02,520
industry thought leads and the
C-Suite key tech companies to
836
00:47:02,520 --> 00:47:05,160
explore the latest digital
strategy, customer experience
837
00:47:05,160 --> 00:47:07,480
and tech.
Discover what the latest trends
838
00:47:07,480 --> 00:47:10,680
really mean and get practical
advice based on experience to
839
00:47:10,680 --> 00:47:12,960
help fine tune your E Comm
strategy and tech stack.
840
00:47:13,720 --> 00:47:16,480
Follow us on LinkedIn and reach
out to James of Paul if you'd
841
00:47:16,480 --> 00:47:18,240
like to discuss an e-commerce
project.
842
00:47:18,600 --> 00:47:20,360
We hope you enjoy the latest
episode.