00:32:39 · Jordi Hays, Harley Finkelstein, John Coogan
[00:32:39] S0: Yeah. Yeah. Yeah. Okay. I think that's a that's a very that's a very helpful way to think about it. Because personally, I would never just say, like, I need a rain jacket. Get me your jacket, please. I would I would I would go to a handful of my favorite brands [00:32:54] S4: and I don't... I look for the direct to consumer, like, the cool one, like, rain or something [00:32:59] S0: like that. Yeah. There there are there are a bunch of other products where... That are not, like, brand driven purchases to me, that don't, you know That's right. I'm... Now I'm so curious to... John, you gotta wear the rain jacket tomorrow whether it's raining or not. I I gotta I gotta see... [00:33:13] S1: Your jaw's gonna be on the floor. You're gonna be like, that's the best raincoat I've ever seen.
00:33:13 · John Coogan, Harley Finkelstein
[00:33:13] S1: Your jaw's gonna be on the floor. You're gonna be like, that's the best raincoat I've ever seen. [00:33:18] S4: Yeah. I I I will though give a shout out though to, you know, to those that are are listening to the show, and I know we have so many Shopify merchants that watch your show religiously, who are thinking about preparing for, Black Friday, Cyber Monday. What I will say to them is to the conversation we're having, it is really important that you look at the knowledge, like, the knowledge center inside of the Shopify admin to figure out, like, what are agents seeing about your products? Because, remember, like, we have syndicated all of your products into catalog. The catalog was built for agents so they can sift through everything, real time inventory, the right product attributes and details. But if there are, like, details of your products that you are not telling it... So if this raincoat is really good in in New York City but won't work in Toronto because it's too cold, that is a product attribute you should mention. Like, this works better in cold weather. Therefore, you will be found more if the consumer is searching for that. That is a very November 2026 recommend... Suggestion that was never actually that important, because eventually consumers can kind of do their own research. But now it matters more than ever because the agent's gonna surface whatever is the most the most merit based product. [00:34:23] S1: Yeah. The big thing is measurements. I mean, for me, like, I... I'm six foot eight tall and, like, have specific proportions, but I've
00:34:23 · John Coogan, Jordi Hays, Harley Finkelstein, Andrew Megalaa
[00:34:23] S1: Yeah. The big thing is measurements. I mean, for me, like, I... I'm six foot eight tall and, like, have specific proportions, but I've [00:34:30] S0: given my [00:34:31] S1: agent Yeah. Flex, Sean. [00:34:32] S4: Flex. You know that. [00:34:33] S1: But I've given my agent, like, every possible measurement, and so it can go. And sometimes it can look for this particular size and then translate. Maybe it's in centimeters and needs to get over to inches or something. It can do imperial metric trans... Translations, but some bits are different. And so vending that to the agent in, okay. Here's our sizing. Here's how we benchmark against European standards, but then also here's almost like a three d model of this item. Here's here's the exact measurements, and then the agent can translate that to match the human that's on the other end. [00:35:10] S4: One of my favorite Shopify merchants is a company out of New York called Gold Belly. [00:35:13] S5: Do you
00:35:13 · Harley Finkelstein
[00:35:13] S4: guys know Gold Belly? Yeah. They're amazing. So I live in Canada now, but I love... I mean, you know, grew up in The US, so I love getting, like, Katz's Deli delivered to to Montreal, and stuff like that. It turns out that some products are easy... Can go over the border easily from Canada... From The US to Canada. Some cannot. Goldbelly needs to be specific to say, like, this type of fish doesn't... Like, because of some duties and and tariffs doesn't work, but this type of fish does work. Again, that was something that you probably thought about in in, you know, in your, you know, it's some sort of, line in your checkout where, like, hey. Like, this won't work there. Now you actually have to merchandise your products to be able to say this ships cross border. Again, very, very new. I I think what's also interesting is on the call today, I got most of the questions were really about, AgenTic, of course. But it's interesting because the reality of what most merchants on Shopify need right now is actually like point of sale. It is international. It is like B2B functionality. It's sort of like the basic stuff. And so I think at Shopify right now, we're in a very interesting time where we're, we're sort of operating in two realities, which is building the future of commerce that people are excited by like AgenTik and at the same time, like actually powering like full stack proper infrastructure for physical retail or for, you know, for, for things like that. It's, it's it's fascinating to see how different types of demographics care about different things right now. And as shop... We're 14% of US ecom. We have to sort of do both.
00:36:39 · John Coogan, Harley Finkelstein, Jordi Hays
[00:36:39] S1: Yeah. The only reason why Katz has a huge line. We drove by Katz's Deli in New York, and it was it was a line down the block, and now we know Amazing. [00:36:46] S4: Great spot. [00:36:47] S1: It's a great spot. [00:36:50] S0: Question on agent monetization. So I'll give you the two situations. If I go to my preferred agent and I say, hey. I want this rain jacket. Please, like, go per... Go buy it for me and make sure that it shows up at my house. Right? The the the merchant is not gonna have any desire to, like, pay any type of referral for that because the demand was already created. Like they did... They they figured out how to reach me and convince me to buy their product some way or another. Right? Attribution is hard, but that they created the demand. I was on their website. I I found the product. In John's case where the agent did the research, did all this discovery based on John's preferences, and then John goes and buys that product, and effectively like created the demand for that product, there's a very strong argument in my view, that the merchant should pass back some of that revenue to the agent for basically generating that lead. But... Yeah.
00:37:45 · Harley Finkelstein
[00:37:45] S4: I mean, that may happen eventually. Right now, the current economics remain completely unchanged. For Shopify merchants, like a gentic transaction carry the same fees the online store transactions do. If the transaction flows through Shopify payments, the same economics apply. So from a merchant perspective, nothing really changes. If you look across like Muse or Instinct or Google AI mode or Microsoft Copilot and ChatGPT, you know, like Shopify merchants default to Shopify payments. So the merchant should have, you know, it shouldn't make any difference whatsoever. Where it may eventually go, and I think I talked about this last time I was on the show is what happened to the gentic ads? Because I think ultimately, gentic advertising will be one of the ways why these, how these agents actually monetize sending customers to your store. And I think the advantage in agentic channels is actually relevant. So I sort of see a time we've already integrated ChatGPT ads, for example, we announced in Q3 that all Shopify merchants can use the ChatGPT ads app to create managed campaigns right on there as well. But we're not assuming that agentic shopping stays ad free. What we're trying to do is making sure our merchants participate in it. So there may be a time where John buying his coat, if he actually, you know, does the search, has a conversation with his personal agent and it shows them two different things and he clicks on the one that actually is sort of in the sponsored bar that that merchant has to pay some sort of commission to the Yeah. To to the application.