Shopify is opening up its product catalog and AI commerce infrastructure to any brand — not just those running on its platform — marking a significant expansion of the e-commerce giant’s ambitions in the fast-growing agentic commerce space.
The move centres on a new “Agentic plan” that gives brands on any platform access to Shopify Catalog, the company’s global product database, allowing them to list and sell products across AI-powered channels without needing a Shopify online store.
The catalog uses specialised large language models to categorise, enrich and standardise product data, making items more discoverable by AI answer engines, and enabling sales through the Shop app, Shopify’s multi-brand shopping platform.
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The announcement comes alongside several other AI commerce developments. Shopify confirmed that millions of its existing merchants can now sell directly within ChatGPT through an integration with Shopify Catalog. Purchases are completed via an in-app browser that carries over merchant customisations including brand experience, pricing logic and payment methods — with no additional integration work or extra fees required from sellers.
On the search front, Shopify said it co-developed the Universal Commerce Protocol (UCP) with Google, and that native shopping for its merchants will soon roll out across Google surfaces, including AI Mode in Google Search and the Gemini app. The company also announced an updated Microsoft Copilot integration featuring a new embedded checkout experience.
Vanessa Lee, Shopify’s VP of Product, framed the expansion as part of a broader push to ensure agentic commerce can scale across the retail landscape. She noted that the technology has significant potential to redefine how customers shop, and that Shopify wants to ensure it can accommodate every product a customer might want to purchase.
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