Sponsored: Innovation without limits: laying the foundations for the future of commerce

Deann Evans, Managing Director, EMEA, Shopify

In today's commerce landscape, consumer expectations, technological capabilities and geopolitical and regulatory policies are changing rapidly. For retailers of all sizes and at any stage, that means innovation is no longer a luxury – it's a necessity.

The difference between staying relevant and falling behind is having the right tools in place that remove friction, and enable brands to respond, pivot and grow.

But knowing what innovation to invest in next and how much to invest can be daunting, something that’s true whether you’re an international retailer or a fast-growing SME. What’s more, it can feel like a huge lift and a risk. At Shopify, we believe AI is flipping this narrative on its head.

Twice a year we announce Shopify Editions, a showcase of product and innovations designed to help businesses succeed. This time, our Summer '25 Edition – Horizons is a blueprint for the next phase of commerce. AI is embedded across the solutions – from backend operations to all aspects of the storefront, online and in-store – so retailers can seize operational efficiencies and offer truly personalised shopping experiences.

So what’s now possible in the world of commerce?

A premium browsing and buying experience that converts

Every online storefront starts with a vision. But turning that vision into a compelling digital experience has traditionally involved trade-offs. Speed versus flexibility, simplicity versus control.

But why can’t retailers have both? With AI-powered design tools and themes, it’s now possible to rethink how storefronts are built. Speed and quality can go hand-in-hand to save time and money. Horizon, our new store theme, is just one way retailers can embed AI into their business, build online stores easily, and create a premium buying experience that converts with no coding required.

Making the day-to-day efficient, faster, and easier – no matter where or how you sell

As retail evolves, so do customer expectations. They demand speed, flexibility and consistency – whether online or in-store. It means retailers need to be smarter in how they sell. Integrated experience, enabled through unified commerce strategies, are key. Gaining one holistic view of the business operations and using those insights to offer better shopping experiences across platforms are the competitive advantage.

One way unified commerce enables smarter shopping is through split delivery methods, where customers can purchase multiple items within one order, choosing in-store pickup or home delivery for each individual item, like our new Ship and Carry Out solution built into the new Shopify POS v10. On the backend, it means fulfillment and logistics needs are optimised across the retailer’s footprint – whether in a store or warehouse – so there’s never too much or too little stock in one place.

Selling smarter, everywhere

One of the biggest growth areas for many businesses, notably commerce, is international trade. In 2024 alone, the value of UK exports of goods and services reached £873 billion.

However, the current model is so complex that, while there’s huge opportunity, so are the barriers to entry. Often local businesses and bank accounts have to be created, just to set up – followed by the constant headache of managing exchange fees and cross-border transitions. Gaining a singular insight into how the business is performing becomes almost impossible.

We decided to change that by creating the ability to sell from multiple entities so retailers can unify their backend operations globally, all through one single admin within Shopify Payments. Alongside this is the new Multi-Currency Payouts capability to support payments in 130+ currencies, and settlement in eight, minimising exchange fees and streamlining cross-border transactions from a single store.

Gaining AI as a business partner

Many retailers are very small businesses, or even solo entrepreneurs. They don’t have someone to brainstorm with or develop new ideas. Even larger businesses can struggle to allocate the necessary resources. Sidekick, our AI tool built for commerce, is designed to give them that support, once again demonstrating how AI can be a valuable resource.

As declarative commerce – where retailers and consumers describe their desired storefront or product they’re looking for – becomes more common, having systems in place that help to achieve those goals are vital.

Major brands are already embracing this new era of commerce. The international sports retailer INTERSPORT Group is using AI tools to help them identify restocking priorities. And it’s helping them to make better decisions, faster operations, and more time to focus on strategy. AI isn't just enhancing productivity, it's expanding what businesses can achieve.

Building the future, together

The future success of commerce is going to be driven by AI as the base layer from which all retailers need to operate. But with so many advances taking place so quickly, keeping up is not easy.

That’s why, with the Horizons Edition, we're not just helping retailers adapt. We're giving them the tools to lead.

To find out more about all of the new products and solutions we’re announcing in the Horizons Edition visit our Summer ‘25 Edition brochure.

This Article is sponsored by Shopify