Discovery is only one piece of the equation. When an AI agent finds the right product, someone still has to verify product information—inventory, options, and pricing—calculate tax, process payment, prevent fraud, and fulfill the order.
That's the hard part of commerce, and it's what Shopify has spent 20 years building across millions of merchants and billions of transactions.
This is called agentic commerce, where AI agents help shoppers discover and compare products, then guide them to checkout in the AI channel or on the brand’s online store.
Shopify is building commerce infrastructure for wherever AI conversations happen:
- Shopify Catalog provides structured product information to participating AI channels.
- Agentic Storefronts manage channel access and checkout options, which vary by platform.
- Shopify Checkout processes purchases on a Shopify online store or through available direct checkouts in AI channels.
This guide breaks down how it all works.
How agentic commerce works on Shopify
In traditional ecommerce, once a shopper identifies a need, they search for a product, browse options, and check out. In agentic commerce, an AI agent handles some or all of those steps—surfacing relevant products, answering questions, and guiding the shopper to purchase.
A shopper might ask, “Find an art kit under $40 for a 10-year-old, available for delivery to Austin by Friday.” The AI agent uses the request and available product information to recommend options. The shopper compares the products and checks the delivery estimate before choosing one.
The shopper chooses a product and reviews the order before paying. Checkout opens either within the AI channel or on the merchant’s online store, according to the channel’s availability and the merchant’s settings.
Behind that experience, a series of systems are working together:
- Product data flows to AI agents. Shopify Catalog shares structured product information with participating channels, including ChatGPT, Microsoft Copilot, Meta, and Shop, when the store and products qualify. Google AI Mode and Gemini receive products through the Google & YouTube sales channel or another Google Merchant Center feed.
- AI agents surface products in conversation. The agent selects products to recommend using available sources, which can include Shopify Catalog, channel-specific feeds, and indexed web pages. Each platform controls its recommendations and rankings. The shopper then chooses which product to buy.
- The shopper completes checkout. The shopper reviews the final order and authorizes payment. ChatGPT opens the merchant’s website checkout in an in-app browser or a new tab on the web. Eligible purchases through Microsoft Copilot, Google AI Mode, Gemini, and Meta can use Shopify-powered direct checkout when available and activated. Otherwise, shoppers go to the merchant’s website. Available checkout features vary by channel.
- The order appears in the merchant's admin. The merchant or their provider then handles order fulfillment, picking, packing, and shipping the order.
A product can sell out between recommendation and checkout. Shopify checks inventory during checkout. For products you want to stop selling at zero inventory, activate inventory tracking and turn off Continue selling when out of stock.
Shoppers need to review the current price and availability before paying. Keep prices and inventory current in Shopify and the product feed each channel uses.
Agentic Storefronts is built into Shopify for eligible stores. Open Sales channels > Agentic to review your eligibility and channel settings. To launch a new store, start a free Shopify trial.
How UCP makes this work across platforms
AI shopping platforms need a way to exchange product, checkout, and order information with merchants. Separate integrations can require developers to build and maintain different connections for each platform.
The Universal Commerce Protocol (UCP), co-developed by Shopify and Google, provides a shared standard for these exchanges. Participating systems identify which commerce features and payment methods they can use together. Merchant eligibility and available checkout features vary by channel.
Shoppers using personal AI agents such as Muse can also pay with Shop Pay. Merchants have no separate Shop Pay activation step for these agents.
Optimize product data with Shopify Catalog
AI shopping platforms use product feeds and web pages to find items that match a shopper’s request. Detailed product information gives them facts to compare, including materials, dimensions, price, and availability. Each platform applies its own recommendation and ranking criteria.
Shopify Catalog organizes information from eligible products into a structured format that participating AI platforms can use for discovery and recommendations. The AI platform decides which products to display and how to rank them. Catalog inclusion guarantees neither placement nor a particular ranking.
Products are automatically included in Shopify Catalog when the store and products meet its eligibility requirements. Catalog continuously updates their product information.
Google AI Mode and Gemini use a separate Google Merchant Center feed. When using the Google & YouTube sales channel, keep automatic product and shipping information syncing activated.
How Catalog improves product discovery
Shopify Catalog organizes product information and uses machine learning to identify product attributes and group related listings. For example, it can recognize different colors of the same product and organize them as variants. Shopify
Merchants still need to provide accurate product details. For a candle, describe its scent, wax type, size, and verified burn time. Keep the price and inventory current, and use images that match the product being sold. These details give shopping platforms information they can use when comparing products.
This product data work is part of generative engine optimization (GEO). Review product descriptions for missing facts and check that variants have clear option names. If important details live in custom fields, review your Shopify Catalog mapping so it reads the intended information.
Use Shopify’s free product page audit to check the structured data on a product page. Review the findings and correct the relevant fields.
To revise a listing, open Sidekick in Shopify admin on desktop and reference the product with @. Provide any verified details missing from the listing, then ask:
Review @ [product name] and draft a clearer description using these verified specifications: [details]. Flag missing information and use only the facts provided.
Compare the draft with your product specifications, check any claims, and review the proposed changes before publishing them.
AI agents also need accurate information about your business. Open Sales channels > Agentic and select Knowledge base under Sources. Review your store facts, correct outdated information, and publish any additional facts customers need. For example, explain who pays return shipping and how customers request a return.
How products appear in Shop
Manage Shop checkout in the Selling method section of the Shop sales channel. Shop has no option to deactivate Shopify Catalog access under Sales channels > Agentic.
To hide an individual product from Shop and other agentic storefronts, set its status to Unlisted. This also removes it from Shopify Catalog, search engines, and your online store’s search results.
Sell through AI shopping channels with Agentic Storefronts
Agentic Storefronts is a sales channel in Shopify admin that connects a merchant’s products to AI shopping platforms.
Supported AI channels include:
- ChatGPT: Available to eligible stores selling to US buyers, including stores based outside the US. Customers complete purchases on the merchant’s online store checkout, in ChatGPT’s in-app browser or a new tab when using ChatGPT on the web. ChatGPT product discovery is active by default for eligible stores.
- Microsoft Copilot: Shopify-powered direct checkout is on by default for eligible stores selling to US buyers. Turn it off to send shoppers to your online store to complete their purchase.
- Google AI Mode and Gemini: The channel is rolling out to eligible stores, with direct checkout also rolling out to buyers in the US, Canada, and Australia. Direct checkout is on by default where available for eligible stores. When unavailable or disabled, customers complete purchases on the merchant’s online store.
- Meta (Meta AI and Muse): Products are discoverable through Shopify Catalog. Shopify-powered direct checkout is on by default for eligible stores selling to buyers in 11 countries, including the US, Canada, and Mexico. Turn it off to send shoppers to your online store. Shoppable ads require the Facebook & Instagram by Meta sales channel with product syncing activated.
For businesses using the Agentic Plan, direct checkout is off by default. Complete setup, then activate direct checkout for each eligible channel you want to sell through.
Merchants manage the customer relationship and post purchase service. Orders processed through Shopify appear in Shopify admin, with channel or referrer information where available.
Businesses using the Agentic Plan review ChatGPT orders completed on their existing website in that website’s order management system.
Eligibility
Stores must meet Shopify Catalog requirements, accept the Agentic Storefronts supplemental terms, and complete their terms of service, privacy policy, and return and refund policy.
Use Shopify’s free privacy policy generator to prepare a draft of your privacy policy. Review it against your business’s data practices before adding it to Settings > Policies.
For Google AI Mode and Gemini, also meet Google Merchant Center’s account and product requirements. The store can be based in any country.
Merchant controls
Merchants manage these options in Sales channels > Agentic in Shopify admin. Turn off Allow Shopify to manage for me to adjust individual channel settings.
For channels that offer direct checkout, turn it off to send shoppers to your online store. Manage Google product discovery in Google Merchant Center.
Before using direct checkout, check that the channel can handle your products and purchase requirements. Google, Copilot, and Meta direct checkouts exclude product bundles, customizable products, and subscription-only purchases.
Some checkout fields and delivery methods are also unavailable. If your purchase flow requires an unavailable feature, deactivate direct checkout for that channel so customers complete their purchase on your online store.
For ChatGPT and Microsoft Copilot, Shopify Catalog access controls whether those channels receive product data through Catalog. ChatGPT has no direct checkout toggle because shoppers pay on the merchant’s online store. Removing Catalog access can still leave products discoverable through web crawling or other external sources.
Review your agentic storefronts performance reports in Sales channels > Agentic. Compare sales and orders by channel, including Shop. Online store sessions and conversion rates show how visits from these channels lead to purchases on your website.
Sales totals combine referral purchases and direct checkout purchases. These reports are currently unavailable for headless stores.
Reach AI shopping channels without a Shopify store
Shopify's Agentic Plan is designed for businesses that run their ecommerce on other platforms—SAP, custom ERP systems, or other commerce solutions—and want to sell through AI channels without needing to replatform.
Brands add eligible products to Shopify Catalog for discovery on participating AI channels. To offer direct checkout, merchants must complete setup and activate it for an eligible channel.
The Agentic Plan has the following fees:
- Monthly subscription: No fee.
- US online card rates: From 2.9% + 30¢ USD.
- Third-party payment providers: Shopify transaction fees apply in addition to the provider’s processing fees.
- Paid apps and services: Separate charges apply.
After signing up, complete business and identity verification. Import your products with links to their pages on your existing website, add your store policies, and verify your existing domain.
ChatGPT sends shoppers to your existing website checkout, where your payment processor handles the transaction. Manage these orders and review their performance in your existing store system.
For Google AI Mode and Gemini, follow the Agentic Plan setup instructions for the Google & YouTube sales channel and automatic product and shipping syncing. For Meta, install the Facebook & Instagram by Meta sales channel and activate product syncing in its Product feed section.
Before activating direct checkout, set up Shopify Payments, Shopify’s built-in payment option for eligible businesses, or connect a third-party payment provider.
Configure shipping rates and tax settings in Shopify admin. Decide whether to fulfill these orders through Shopify or connect your existing order management system. Then activate direct checkout for each eligible channel.
Process refunds for orders placed through Shopify-powered direct checkout in Shopify admin, regardless of which payment provider you use.
The Agentic Plan also lets you build and preview a Shopify online store. Open Sales channels > Online Store to begin. To publish it and accept online store orders, choose a paid Shopify plan.
Agentic commerce FAQ
What is agentic commerce?
Agentic commerce uses AI agents to help shoppers find products, compare options, and complete purchases. The agent recommends products based on the shopper’s request. The shopper reviews and authorizes the purchase through an available checkout in the AI channel or on the merchant’s online store.
What is the global availability of Agentic Storefronts and Agentic Plan?
ChatGPT and Microsoft Copilot require stores to sell to US buyers. Google AI Mode and Gemini are rolling out to eligible stores, with direct checkout rolling out to buyers in the US, Canada, and Australia. Meta direct checkout is available in 11 countries. Agentic Plan businesses must complete setup and activate direct checkout.
How do I start selling through AI channels on Shopify?
Open Sales channels > Agentic in Shopify admin to check eligibility and channel settings. Qualifying products are automatically included in Shopify Catalog. For Google AI Mode and Gemini, make products available through the Google & YouTube sales channel or another Google Merchant Center feed. Review each channel’s checkout requirements before selling.
What AI platforms can I sell through?
Shopify merchants can reach shoppers through ChatGPT, Microsoft Copilot, Google AI Mode, Gemini, Meta AI, Muse, and Shop. ChatGPT sends buyers to the merchant’s website. Copilot, Google, and Meta offer direct checkout for eligible purchases where available and activated. Shop checkout follows the merchant’s Shop channel settings.
Do I need to change my product data for agentic commerce?
Products are automatically included in Shopify Catalog when the store and products qualify. Keep product information accurate and complete. Stores with custom fields or product groupings can adjust Catalog mapping. Review product requirements and syncing in the Google & YouTube sales channel.
Can I sell through AI channels without a Shopify store?
Yes. The Agentic Plan lets businesses keep their existing ecommerce platform and sell through eligible AI channels. Customers buy on the business’s website or through an available Shopify-powered direct checkout after setup and activation. There’s no monthly subscription fee. Payment and transaction fees vary by provider and checkout.
