Shopify says the rise of AI-powered search is helping merchants reach buyers more efficiently, adding momentum to its e-commerce ecosystem rather than replacing traditional search.
On its second-quarter earnings call, Shopify President Harley Finkelstein described AI as a complement to search, especially for smaller sellers that make up much of the platform's merchant base. The company said AI-driven traffic and orders to Shopify stores tripled year over year in the quarter.
Shopify also reported that search remains one of its largest traffic channels, with traditional search sessions up 1.3 times over the past two years and still accounting for roughly a third of storefront sessions. The company posted revenue of $3.6 billion, up 36% from a year earlier, while gross operating profit climbed 31% to $1.71 billion.
According to Shopify, AI tools are improving product discovery by matching shoppers with items based on intent, not just keywords. That means a buyer can describe a specific need, and an AI assistant can scan structured product data across multiple conditions to surface a more precise result.
The company said this is also shortening shopping journeys, with half of AI-referred sessions landing directly on product pages. Shopify added that a large share of AI-attributed purchases came from categories outside its core "sweet spot," showing broader reach across its marketplace.
Shopify is also expanding its work with AI platforms and developer tools, including connectors for Claude, ChatGPT, Perplexity, Manus, Replit, Vercel and Lovable. As AI becomes more integrated into commerce, platforms that combine discovery, trust, and checkout could shape the next phase of online retail.
