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Shopify report suggests AI is becoming a major retail discovery channel

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Shopify report suggests AI is becoming a major retail discovery channel

AI-driven product discovery is delivering significantly stronger conversion rates than traditional search, according to a new Shopify report. The ecommerce platform’s data shows that businesses using its technology generated more than $1.2tn in economic activity worldwide over the past year.

The figures come from The Entrepreneur Effect, a new Shopify research hub examining the impact of entrepreneurship through platform data, merchant surveys and economic modelling.

While the headline numbers point to continued growth in online entrepreneurship, a striking finding from the report is the emergence of AI as a route to purchase. Between April and June 2026, AI-referred sessions achieved an 80% higher conversion rate than organic search traffic. Orders generated from AI referrals also delivered a 14% higher average order value.

The figures add to growing evidence that retailers may need to rethink customer acquisition strategies as consumers increasingly use AI-powered tools to discover products, compare options and make purchase decisions.

“Entrepreneurship is what happens when ambition meets agency,” said Harley Finkelstein, President of Shopify. “We’ve never seen that happening faster, in more places, and with greater success, than we’re seeing today. The future of commerce is being written now.”

According to the report, Shopify merchants supported around 9.6 million jobs worldwide in the year to June 30, 2026, up 193% since 2022. Merchants also generated $68.1bn in cross-border sales during the period.

Shopify argues that advances in ecommerce technology and AI are making it easier than ever to launch a business. 2 million stores made their first sale on the platform, equivalent to one every 26 seconds, while the number of first-time sellers has increased sevenfold since 2018.


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