Also on YouTube: https://youtu.be/bgrJVYiDQKc

"If I don't see that purple button at checkout, bye-bye." That's what Shop's buyers tell Kenny Cohen, and it's a clue to why Shop has quietly become one of the most valuable channels a Shopify merchant has.

Kenny runs product for Shop, and in this spring edition he walks Kurt through three updates. Agentic Shop Search now understands a buyer's taste from their real purchase history, not generic web guesses. Posts let you auto cross-post your Instagram reels into a feed where people actually came to shop. And a new retail integration lets buyers check local inventory and start a return in the app to finish it in store.

The throughline: Shop already has hundreds of millions of buyers interacting with your brand for free, mostly through order tracking. The merchants who win are the ones who show up with Posts and a dialed-in storefront instead of leaving that attention on the table.

Swym — Wishlists, back-in-stock alerts, and moregetswym.com/kurt

Zipify — Build high-converting sales funnelszipify.com/KURT

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The Unofficial Shopify Podcast is hosted by Kurt Elster and explores the stories behind successful Shopify stores. Get actionable insights, practical strategies, and proven tactics from entrepreneurs who've built thriving ecommerce businesses.