Hey everyone,

I hope you’re doing well.

How was the first month of 2026 for you?

In today’s email we’re going to talk about:

• Shopify is moving toward agentic commerce

• The market is moving

• Updates about The Wide Event

Let’s go! 🔥

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Shopify is moving toward agentic commerce

When I talk about Shopify moving toward agentic commerce, what I really mean is this.
Sooner or later, Shopify will let us build apps that don’t only live inside a Shopify store or a Shopify POS, but directly inside AI interfaces.

Think about it for a second.
You could have bundle apps, upsell logic, or product recommendations working directly inside something like ChatGPT.
Not as a plugin on a store, but as a native AI interaction.

At that point, you’re not just building Shopify Apps anymore.
You’re building apps for Shopify AI itself.

And that’s where it gets interesting.

We’ve seen this pattern before.
When Shopify released checkout extensions or Functions, a whole new wave of app ideas suddenly became possible.
Things that were simply impossible before.

The same thing could happen here.
A new surface. A new way for merchants to interact with Shopify. A new way for apps to exist.

What matters is that everyone will start from the same level.
Big apps. Small apps. Solo developers. Teams.

No one will have a massive advantage at the beginning.
And honestly, new developers might even have an edge.

They don’t have legacy features to maintain.
They don’t have thousands of users to support.
They don’t have their attention split in ten directions.

They can focus on one thing and move fast.

That’s why I think people who say “the market is too competitive” might actually see this as a new entry point.
Not to compete head on with existing apps, but to build something completely new on a new surface.

I don’t know exactly what this will look like yet.
But I’m convinced it will create opportunities, the same way previous Shopify platform shifts did.

The market is moving

Something else I’ve been noticing a lot is how many Shopify app companies are launching new apps or moving into different markets.

Upsell apps becoming cart apps.
Review apps adding checkout logic.
Apps turning into platforms.

I don’t think this is random, but I also don’t think we fully understand it yet.

Some of it is probably simple.
These companies have more money.
They have more developers.
They already have users.

So expanding feels like the next logical step.

AI also made things easier.
Building features is faster.
Prototyping is cheaper.
Launching new apps takes less time than it used to.

So it’s easier to test new markets while keeping your existing product alive.

At the same time, we’re also seeing more and more new Shopify apps launching.
So you have two movements happening in parallel.

New apps entering the ecosystem.
And existing app companies expanding into new segments.

I don’t know yet what this means long term.
It might create confusion.
It might create fragmentation.
It might also create better products.

Right now, I don’t have a clear conclusion.
And that’s okay.

Sometimes the right thing to do is just notice what’s happening and keep it in mind, without forcing an opinion too early.
That’s exactly where I am with this.

Updates about The Wide Event

I wanted to share a quick update about The Wide Event, because things are moving fast right now.

First, tickets will be released this week. We are finally at that moment, and I know some of you have been waiting for it.

We have also locked the sponsors. I’m really happy with this year’s lineup, because these are companies that genuinely care about what they build and about the Shopify ecosystem, not just about visibility.

The speakers are also shaping up really well. I won’t share details yet, but it’s already clear that the lineup will be strong and very relevant for people building in the ecosystem.

This year, we’re also introducing a VIP experience. It will take place the day after the main event and will include an apero followed by a private dinner. There will be only 15 seats for this part, so it will stay very small and focused on real conversations.

I wanted to share this now so you know what’s coming. Tickets are being released this week, and more details will follow very soon.

Thanks for reading!

I’ll see you in the next email, in 14 days. Until then, take care!

Mat.