Summer is officially here. Most of what’s happening in eCommerce right now is driven by AI. The speed of change is wild. Every week, there’s something new. A feature, a rollout, or an update that shifts how customers shop or how your website shows up online. Honestly, I’m having a hard time keeping up, and I’m probably not the only one.
This month’s newsletter is my way of slowing things down for a second and helping you focus on what actually matters. We’ll dive into semantic SEO for AI. The goal is to help your website get indexed and show up in AI-powered shopping results like ChatGPT.
Also, our team was in Toronto in May for Shopify’s editions.dev conference. I’ve compiled the most important takeaways.
Let’s dive in!
In this issue:
- How to Get ChatGPT and Perplexity To Index Your Shopify Store
- Shopify editions.dev 2025 Recap
- Smarter Product Content with Our Verbalic AI
- Resources and Suggested Reading
- Lessons You Can’t Google
- Why Competitive Research Still Wins
- Final thoughts
How to Get ChatGPT and Perplexity To Index Your Shopify Store
If your Shopify store still relies on outdated SEO tactics, you’re probably missing out.
Search has changed. AI models don’t just look for keywords. They interpret meaning. If your content is not structured in a way that AI can understand, most likely you won’t show up, even if your product is a perfect match.
This guide walks you through exactly how to get your Shopify store recommended by large language models (LLMs) like ChatGPT and Perplexity.
Let’s start with the shift itself.
Consumer Behavior Has Changed
Customers, including you and me, don’t just “Google it” anymore. We’re asking ChatGPT and Perplexity, and get direct answers, summaries, cards, and conversations that look nothing like traditional search results.
The problem is that most Shopify stores are completely unprepared for this shift. Not because they don’t have content, but because their content isn’t structured in a way AI can understand.
With this shift in consumer behaviour, visibility in 2025 isn’t just about where you rank on Google. It’s about whether your Shopify site is understood by LLMs like ChatGPT, Perplexity, and even Shopify’s own built-in search tools, Magic and Sidekick.
Continue reading the rest of the article →
Shopify editions.dev 2025 Recap
The editions.dev conference is Shopify’s in-person developer gathering. It coincides with the biannual online Shopify Editions release, but is its own hands-on event. Our team of eight spent three packed days learning, prototyping, and meeting partners. Below is a concise summary of the announcements and why they matter for merchants and developers:
1. Storefront and buyer experience
Horizon Theme
- Ten presets built for the new Theme Blocks system
- View-transition animations and interactive product cards
- Auto mega-menu and in-cart discount field
Storefront Web Components
Embed Shopify cart and checkout on any site or AI agent with two lines of code.
Shopify Catalog API
One query surfaces every product across all Shopify stores, enabling universal search, AI shopping agents, and cross-merchant analytics.
2. Merchant operations
Markets 2.0
- Sub-markets, multiple legal entities and B2B segments in a single store
- Expansion-store bloat becomes optional
Sidekick v2
- Supports 20 languages, screen-aware tasks, file and image generation
- Connects to storefront and customer data through new MCP tools
Admin Intents (sneak peek, Q4 developer access)
A single line of code brings your app’s function directly into core admin workflows, eliminating tab hopping and allowing stacked multi-step tasks.
3. Developer platform upgrades
Next-Gen Dev Platform
- Localhost development with no tunnels
- Plus-grade dev stores for all partners
- Declarative meta-objects in app.toml
- Unified Polaris Web Components for admin, checkout, and POS
Staging CLI
Shopify store export, import, and copy create full-store SQLite snapshots for true staging, AI bulk edits, and atomic deploys.
Dev MCP Server with Claude integration
Inline code generation and refactor tools inside Cursor or VS Code that understand Shopify Functions and Polaris components.
4. Point of Sale
- Direct POS API access with automatic authentication
- Native print API and local key-value storage
- Five new CLI scaffolds and shared Polaris component set coming later this year
5. Ecosystem news
- Built-for-Shopify App requirements cut from 104 to 19, with new App Store ad placements
- Shopify Functions gains retail-location input for granular promotions
- Expanded POS extension targets for receipts, product and customer detail views
Key takeaways for Shero Commerce clients
- Horizon and Storefront Web Components speed up storefront launches.
- Markets 2.0 removes cost and complexity from international growth.
- Sidekick and upcoming Admin Intents will automate daily tasks and surface partner apps inside the core workflow.
- New dev tooling shortens sprints and makes deploys safer.
- The Catalog API opens fresh opportunities for discovery apps and personalised shopping.
Editions.dev was a fantastic opportunity to test these features in real time, swap ideas with the Shopify team, and map out how they will impact our 2025 roadmap. We are already integrating the highlights into upcoming projects and look forward to an even bigger event next year.
Smarter Product Content with Our Verbalic AI
One of the biggest gaps in eCommerce right now is product and collection/category content that actually works. Not just for traditional search, but for AI discovery too, if you read the article at the beginning of the newsletter.
That is exactly where Verbalic AI comes in. Built by our team in Finland 🇫🇮, Verbalic helps brands effortlessly update their product and collection descriptions with semantic SEO in mind. The goal is simple. Make your content easier to understand, easier to index, and easier to surface inside tools like ChatGPT, Perplexity, and Google’s evolving AI features.
We recently used it with F-Musiikki, one of Finland’s largest music retailers. They were moving from Magento to Shopify Plus and had over 15K SKUs with inconsistent product data. Verbalic helped clean, organize, and rewrite all of it into content that felt clear and useful without losing their tone of voice.
Most product pages today are either too generic or too technical. Verbalic finds the middle ground. It rewrites and structures content based on commercial logic and search intent. Not just to rank, but to convert. It works across your storefront—product pages, collection views, internal search, and even support content.
If product content is still sitting at the bottom of your priority list, this is your sign to move it up. Tools like Verbalic are already helping Shero customers show up in AI search results and connect with shoppers in a more honest and helpful way.
Resources and Suggested Reading
AI and Semantic Search
This article digs into how large language models actually “read” content. It covers structuring techniques that help AI understand and surface your pages, not just index them.
Improved Shopping Results from ChatGPT
OpenAI is actively indexing more eCommerce content. This guide explains how ChatGPT pulls in shopping results, when it shows product listings, and how to improve your chances of showing up.
Based on 8,000 AI-generated citations, this article outlines what kinds of content LLMs are most likely to quote and link to. It's full of practical SEO tweaks that help your site get mentioned in AI answers.
State of Ecommerce SEO in 2025
One of my fav resources.... Aleyda Solis maps out the new eCommerce SERP landscape. From product carousels to AI snapshots, this is a smart overview of what it takes to stay visible in search results.
Content Strategy
How to Write Content That Doesn’t Suck
A straight-talking reminder that SEO content doesn't have to be boring. Practical tips for writing pages that resonate with humans and machines.
Content Recycling Works Better Than Constant Creation
This blog post shows how to get more mileage out of what you’ve already written with smart repurposing and strategic updates. Some of the articles on our website were originally published over 10 years ago. I continue to update and republish.
If GA4 still feels unfamiliar, this great post from Andy Crestodina walks you through how to run a clean, focused audit of your content's performance using the new reporting tools.
Social and Brand Building
How Gen Z Is Using AI to Build Personal Brands
Gen Z isn’t just scrolling. They’re using AI to script videos, design logos, and build entire brands from scratch. If you're targeting younger audiences, this is a must-read.
Less Robotic LinkedIn Company Profiles
If your company page sounds like a corporate memo, it’s time to rethink the tone. This piece explains how to show more personality and spark more engagement.
Google and AI Search
Google AI Mode and Virtual Try-On
Google is turning search into an interactive shopping experience. With AI Mode and Try-On tools, the future of product discovery is more visual, more personal, and more shoppable.
Google vs ChatGPT Click-throughs
What happens after the search? This post compares where users actually click when they use Google versus AI tools. The findings are a wake-up call for traditional SEO.
Tired of AI overviews when searching in Google? Clean Mode strips down Chrome to reduce noise and distractions. If your site depends on popups, banners, or overlays, it may be time to rethink the experience.
Tools and AI Workflows
OpenAI can now “autonomously” interact with websites to book appointments, place orders, and handle routine tasks right from your browser. Available now in limited preview in the US only for $200/mo. It’s a powerful glimpse into how AI can become our future personal digital assistant.
HubSpot’s ChatGPT integration lets you run research and write drafts right inside your CRM. If you're already in the HubSpot ecosystem, this is worth exploring.
Yes, ChatGPT can now listen in on calls. This support doc explains what’s possible, how recordings are handled, and how to manage privacy settings.
Lessons You Can’t Google
Some of the most valuable lessons I’ve learned in business came from being in the room. Trade shows, conferences, roundtables, and spaces where people are willing to share what has worked for them, what hasn’t, and how they figured it out.
Years ago, at a small conference in NYC, someone casually introduced me to a tool called HipChat. At the time, our six-person team was using private Skype accounts to message and share everything. That one tip changed how we communicated and protected our data. HipChat eventually got acquired by Slack, but the lesson stuck: one conversation can save you from months of trial and error. Or from a very expensive mistake.
Additionally, conferences and trade shows are where knowledge gets exchanged in real time. They’re also where relationships and friendships get built. That’s why I value traveling just as much as the learning itself. In a world where most of us work remotely, these moments of connection matter. They build trust. They strengthen culture. They remind us that we’re in this together.
Case in point, our recent trip to Toronto was a great few days of learning, building, laughing, and thinking about what’s next.
Because at the end of the day, business is still about people. The best ideas often start with a conversation.
Why Competitive Research Still Wins
AI is great. Automation is powerful. But sometimes, the smartest move is still the simplest one… know what your competitors are doing.
Competitive research isn’t about copying. It’s about awareness. It's knowing what’s trending in your category, what your customers are also seeing, and where you’re falling behind or gaining ground. The most successful people I know don’t just watch themselves. They study the field.
Here are a few tools worth exploring:
- Answer the Public - see what your customers are actually searching for, and how demand is shifting around specific keywords and phrases.
- Glimpse - spot early consumer trends before they hit the mainstream. Great for product planning and viral opportunity detection.
- Brandwatch - get real-time social listening across competitors, keywords, and influencer campaigns. Helps you catch signals before they become noise.
- Dash Hudson - a visual marketing platform that lets you compare Instagram, TikTok, and content performance across brands.
- Databox - centralize your KPIs and build easy-to-share dashboards that help you monitor how you’re doing compared to others in your space.
- Ahrefs – my go-to for backlink profiles, keyword tracking, and seeing what competitors rank for. Solid for both SEO and content planning.
- SpyFu – great for digging into competitor ad strategies, paid keywords, and what kind of budget they might be working with.
Even if you’re a small brand, these tools can give you enterprise-level insights into what’s next and where the opportunities are. Especially helpful for demand prediction, product positioning, and making smarter decisions on where to invest.
Final thoughts
AI isn’t replacing search. It’s becoming search.
If your store can’t be read, interpreted, and recommended, you’re invisible.
So if there’s one thing I’ll leave you with this month, it’s this: keep showing up. Ask questions. Share what you know, and the universe will reciprocate it.
Most of what I’ve learned in business has come from conversations and relationships.
Best advice I’ve seen in a while:
- If you overthink, write.
- If you underthink, read.
That’s my E = mc² for now.
Remember, life’s too short for checkout lines.
Until next month!
Gentian
P.S. I’d love to hear your thoughts. Please feel free to comment and share your feedback or ideas for future topics.
