S16 E13: Shopify's AI Revolution: What You Need to Know

欢迎回到《限量供应》节目，这档播客深入探讨电商、数字营销和打造消费品牌的实战策略。

Welcome back to Limited Supply, the podcast where we get deep into the tactical and strategic side of ecommerce, digital marketing, and building consumer brands.

我是你们的主持人，尼克·夏尔马。

I'm your host, Nick Sharma.

过去九年，我一直专注于品牌建设、扩张和投资。

I've spent the last nine years building, scaling, and investing in brands.

通过这个节目和我的每周通讯 @nick.coslashemail，我想把所有经验都分享给你——包括成功的案例、失败的教训、各种实验、实用技巧和深刻洞察，帮你实现下一笔十万美元的营收。

And through this show and my weekly newsletter @nick.coslashemail, I'm here to share everything I've learned, the wins, the losses, the experiments, the tactics, and the insights, all so you can unlock your next $100,000 in revenue.

今天的节目内容很精彩，但在开始之前，先让我介绍一下本集的赞助商。

Today's episode is a good one, but before we dive in, let me tell you about our chosen sponsor for this week's episode.

如果你还在给每个购物车被放弃的顾客发同样的邮件，那请你停下来想一想，这到底意味着什么。

If you're still sending the same abandoned cart email to every shopper, I need you to stop and think about what that actually means.

你把只看了几块钱商品的人，和那些购物车里已经装了两百美元商品的人一视同仁。

You're treating someone who browsed dollar product as the same as someone who's got a $200 cart ready to go.

不同的人需要不同的理由才会回头，而Instant正是解决这个问题的方案。

Different people need different reasons to come back, and that's exactly what Instant does.

Instant 会分析每位访客在你网站上的行为，然后发送他们真正该收到的邮件。

Instant looks at every shopper's behavior on your site and sends the email they should actually get.

个性化的文案、合适的产品、精准的优惠，全部自动运行。

Personalized copy, the right products, the right offer, all of this running automatically.

使用 Instant 的品牌，仅靠邮件营销的收入就提升了三到五倍。

Brands using Instant are seeing a three to five x increase in their email revenue alone.

这是你以五折优惠享受前六十天服务的最后机会。

This is your last chance to get Instant at 50% off for your first sixty days.

立即前往 instant.1/sharma 抢购。

Grab it at instant.1/sharma.

欢迎回到《Limited Supply》的又一期节目。

Welcome back to another episode of Limited Supply.

我是你的主持人，尼克·夏尔马。

I'm your host, Nik Sharma.

今天我们要聊聊 Shopify 最新推出的 Everywhere 版本。

And today, we're gonna talk through the new Shopify Everywhere editions release.

Shopify 会发布他们的版本更新，我印象中一年两次。

So Shopify does their editions, I believe it's twice a year.

大概是冬天和夏天各一次。

I think it's winter and summer.

通常会有 100 多个更新，内容非常丰富。

And it's usually, you know, 100 plus updates, a ton of good stuff.

每次更新都会涵盖开发者、营销人员、运营团队、商品管理人员等各个角色，基本上所有人都能用到。

There's always stuff for developers, stuff for marketers, stuff for the ops team, stuff for the merchandising people, stuff for, you know, basically everybody.

今年，或者说今年夏天，他们把重点放在了如何让你的店铺无处不在、随时可用。

And this year or this summer rather, a lot of their focus was really on how to make your store kind of very omnipresent and omni available.

这和全渠道（omnichannel）的意思并不完全一样。

And that doesn't mean the same thing as omnichannel.

不过，其实也差不多。

Well, actually, it kinda does.

但你知道，提到全渠道，大家通常会立刻想到零售业和亚马逊。

But, you know, omnichannel people tend to immediately think of retail and and Amazon.

但他们想表达的是，Shopify 希望成为推动所有商业活动的核心引擎，不管交易发生在哪儿——不管是手机应用里，还是和 Claude 或者 ChatGPT 的聊天窗口中，甚至是在游戏里，只要涉及购物功能，它都能支撑起来。

But what they're saying is, you know, Shopify wants to be the engine that powers commerce no matter where it happens, whether it's in a mobile app, whether it's in a chat window with Claude or, you know, chat GPT, whether it's inside a video game and, you know, there's a commerce component.

所以这次更新里，有很多功能都跟智能代理、人工智能，或者说是这一整套技术生态紧密相关。

And so there's a lot of updates in this specific editions that are tied to agentic or AI or, you know, that whole kind of world.

说了这么多，我花了一个半小时，把这次发布的每一个新功能都过了一遍。

So all that said, I wanna go through I I spent about an hour and a half going through the entire, you know, every feature that came out.

然后我挑出了我觉得对听这个播客的人最有价值的部分——比如做增长营销的、做品牌运营的、创业的、正在扩张品牌的朋友们。

And I basically put together what I thought was interesting for, you know, the people who are listening to this podcast, growth marketers, brand owners, brand founders, people who are scaling brands, etcetera.

接下来我就按我的笔记，一个一个给你讲讲，顺便聊聊我的看法。

So I'm gonna just walk you through basically my notes and, and kinda narrate them, talk through them.

如果你对哪部分特别感兴趣，想深入了解，欢迎在 Twitter 上给我发私信，账号是 @mister Sharma，我一定尽快回复你。

And if there's anything that, you know, you wanna double click on or you would like me to go deeper on, then shoot me a DM on Twitter at mister Sharma, and, we'll get right to it.

在开始之前，先问你个问题。

Now before we get into this, quick question.

你注册了吗？

Did you sign up?

你来吗？

Are you coming?

明天的电商创始人AI峰会，你能来吗？

Am I gonna see you at our Ecom Founders AI Summit?

活动明天，6月25号，在纽约的韦伯斯特大厅举行。

This is happening tomorrow, June 25 in New York City at Webster Hall.

你可能现在才听到这期节目，但如果你人在纽约，又还没报名，赶紧给我发私信或者发邮件，我帮你弄张票。

So you might be listening to this late, but if you're not and you're around New York, you wanna come shoot me a DM, shoot me an email, I'd be happy to get you a ticket.

好的。

Okay.

那我们直接开始吧。

So let's jump into it.

Shopify刚发布了他们的新版本。

So Shopify just released their editions.

最后我会给你一个网站链接，我把所有这些内容整理成了一个简洁的网页，方便你回头再看。

And at the end of this, I'm gonna give you a website where I kinda took all these notes and basically turned it into kinda just a quick illustrative web page where you can go and and reread or or resee a lot of these things.

我待会儿会把链接放在这里，不过在这之前，咱们先开始聊。

So I'm gonna drop that link at the end here, but until then, let's let's start talking.

第一，你的产品现在默认就会针对AI做优化。

So number one, your products are now gonna be optimized for AI by default.

过去几个月，你可能在播客里也听过我提到这事，我们之前还请过Dylan来做客。

So the last few months, you've probably heard me talk about on the podcast as well as we had Dylan on, you know, a while ago.

他讲过怎么让你的网站更好地适配大语言模型。

He talked about how to basically optimize your site for LLMs.

当这些模型抓取你的网站、读取内容、提取信息，或者做研究时，一旦你的网站出现在结果里，你就得确保它的格式能让模型准确抓取到所有信息，就像你原本想表达的那样。

When they crawl it, when they're coming to read from it, when they're consuming or pulling information or trying to do research or anything, and your site pops in, you need to make sure that your site is formatted in a way that these LLMs are actually able to read and pick up everything as they should, in the way that you intended.

别搞得乱七八糟，或者结构不清，让模型自己瞎猜。

Not in a kind of a confusing way or in a way that's like not done properly, so the LLM is then making its own assumptions.

你要做的，就是把该给的信息全都给足。

You wanna basically make sure you give it everything.

现在Shopify的意思是，这将成为新的标准，也就是默认设置。

So what Shopify is saying now is that is gonna be the new, you know, standard, the new default.

网站现在会默认为大语言模型的读取和使用做优化。

The sites will now be optimized for LLMs, LLM consumption.

产品数据结构也会按这个方式来设计。

Product data structure is gonna be designed that way.

销售归因将按每个AI平台来追踪。

Sales attribution is gonna be done per AI surface.

不管是Claude、ChatGPT，还是Perplexity，都一样。

So whether it's Claude or or chat, GPT, or Perplexity.

所以它们基本上会全面适配智能代理，这也意味着，第二点，他们在大力推动这件事。

And so they're basically gonna become fully agentic friendly, which also means that, you know, number two, they are making a huge push.

说实话，我觉得这事被大家严重忽略了。

And honestly, I thought this was way under talked about by everybody.

但他们做的，据我理解，其实是搭建了一个API，让任何出版方都能接入，直接连上Shopify的商家网络。

But essentially, what they're doing is they're almost creating like this API to my understanding where any publisher can now plug in and basically get access to the Shopify merchant network.

以前像PopSugar这样的媒体，写文章时会用Skimlinks这类联盟营销平台，把品牌和发布方连起来。

So, you know, previously, like if you were PopSugar, you would use and you you're writing about an article on your website, you you would use something like Skimlinks, which is one of these affiliate platforms where the brand is plugged in and the publisher's plugged in.

你会说，嘿，我这篇讲的是这款蛋白粉。

And you would say, hey, I'm talking about you know, this is my article for or or gain protein powder.

然后你去搜Skimlinks，把链接嵌进去，就能拿佣金了。

So you would search Skimlinks and then route the Skimlinks link in so you get a commission.

现在Shopify的意思是，既然人们会在各种地方卖货——不管是Facebook群组、App里，还是在LLM聊天中——比如有个知名博主叫The Bentist，或者做美妆的Michaela Nogueira，对吧？

Shopify is now saying that because people are gonna be selling everywhere, whether it's in a Facebook group, whether it's in an app, whether it's in an LLM chat, you know, if you're like, there's a famous influencer named The Bentist, right, or Michaela Nogueira, who's known for makeup.

如果这些人现在在LLM里推荐产品，他们可以直接连上Shopify，把订单导出去，然后拿分成。

If these people are now recommending products in their LLMs, they can actually plug directly into Shopify and basically route these orders out and then take a commission.

所以，如果我没理解错的话，Shopify即将掀起一场大规模的联盟营销浪潮，我觉得我理解得没错。

So there's a huge affiliate push that's about to happen from Shopify, if I'm understanding this right, and I think I am.

另外一件事，我看到是昨天或者前天发布的，我今天是6月23号录音的。

The other thing I saw that actually came out, I think yesterday or the day before, I'm recording this on June 23.

所以我觉得应该是22号发布的，Shopify——不对，是Stripe也推出了类似的东西，他们说现在有了Stripe目录。

So I think this came out on the twenty second, is Shopify or sorry, Stripe also came out with their version of this where they basically said, we've now got the Stripe directory.

如果你要付款、转账，或者想联系某个商家，可以直接用Stripe目录，查看他们整个商家网络。

So if you're trying to make a payment or send a payment or involve a merchant, you can use Stripe directory and basically get in and see our entire network of merchants.

这真是挺有意思的，因为他们彻底打破了affiliate的界限。

So it's, it's very interesting to see where this is gonna go because they basically just broke the walls when it comes to affiliate.

对吧？

Right?

以前你得加入合适的联盟计划才行。

You used to have to be in the right affiliate network.

以前你得注册、填一堆东西，等等。

You used to have to be opted in yada yada yada.

现在整个注册流程会被简化，因为这功能会直接内嵌到Shopify里。

They're gonna basically consolidate this whole process of getting opted in because it's now gonna be native in Shopify.

而且既然他们掌控了整个交易通道，就能把订单直接推送到任何地方。

And then because they own the rails and the, you know, the train tracks, they can basically push orders anywhere.

我觉得这真的特别棒。

So I thought that was really cool.

下一个更新是我个人最期待的，我之前可能提过一两次，就是现在可以轻松创建各种页面了——比如氛围化页面、清单文章、软文广告、对比页、新品发布页、联名产品页，不管是什么类型。

The next update is one that I'm probably most excited about myself, which I think I've talked about at least once or twice before, but the ability to now so we've talked about vibe coding or, yeah, basically, vibe coding landing pages, listicles, advertorials, you know, comparison pages, product launch pages, special collab product pages, whatever it is.

对吧？

Right?

以前呢，你得把这些内容全都托管在子域名上。

Now, before, you had to basically host all this on a sub domain.

比如说你卖辣酱的，就得放在 pages.trough.com 或者 shop.trough.com 这种子域名下面。

So, you know, if you were a trough hot sauce, it would be on pages.trough.com or shop.trough.com or whatever your sub domain was for the brand.

现在呢，像 Manus、Replit、Lovable、Vercel 这些平台，都已经直接集成到 Shopify 里了。

Today, what you can now do is if you're Manus, if you're Replit, if you're Lovable, if you're Vercel, you're now fully integrated directly in Shopify.

你可以在 Manus 或者 Cloud Code 里直接建落地页，用你自己的设计系统，平台已经熟悉你的品牌风格和文案，还能连上你的广告管理后台，直接抓取数据，告诉你哪些内容有效、哪些不行，而不是瞎猜。

So you can basically build a landing page inside Manus or Cloud Code, where you might have your own design system built out, you know, the the platforms know your branding, they understand your copy, they might be connected to your ads manager, so you're able to actually pull insights about what's working and what's not working, so you're not just making a guess as to what's going on the page.

以前当然也能做落地页，但得折腾半天才能上线；现在不一样了，直接在 Shopify 主站里就能搞定，这挺方便的。

That whole process of now building a landing page and getting it to the final live state was possible before, but now it's actually possible and it's in your Shopify main Shopify store, which is cool.

只要你把刚才说的那些环节都搭好了——比如用了 Manus，有完整的设计系统、文案规范，还能同步广告投放数据，平台就能自动判断该保留哪些文案、哪些创意效果更好。

So you can basically you know, if you if you get the setup right, like all those pieces I just talked about, even if you're using a manus where you've got a design system, a copy style guide, you know, performance marketing results that it knows to you know, it it can figure out where what to keep using or what what not to keep using, you know, copy or messaging or creative wise.

一旦这套系统跑通了，再连上 Shopify，你就能一键生成落地页了。

If you get that whole system built out and then connect it to Shopify, you can actually now one shot landing pages.

意思是，你可以说：把这个SKU拿去，为父亲节做个落地页，搞个买二送一的活动，所有文案、信息和视觉设计一键上线，直接在Shopify里就活了。

Meaning, you can say, hey, take this SKU and build a landing page for Father's Day, you know, with a a three for buy two get one free offer for Father's Day with this product and, you know, all the copy, all the messaging, all the creative goes live and boom, it's now live within Shopify as well.

我以前开过一家落地页公司叫Hooks，当时我就预见到这种趋势要来了，所以决定不再继续做这行了。

So, you know, I used to have a landing page agency called Hooks, and this is basically what I saw coming soon, which is why I decided I, you know, didn't wanna continue doing that.

但话说回来，现在你能把一个落地页的想法，自己做调研、写文案、排版设计，直接调用已有的设计模块，再设置A/B测试，这能力简直太夸张了。

But all that said, you know, the ability to now take a landing page idea that you have, handle all the research, write all the copy, format the page, take design guidelines or designed modules that are already live and implement them within the page, and then, you know, set up these tests is insane.

我真没想到，这种功能现在真出现了。

I can't believe that this is now here.

你去问任何一个做电商的人，效率提升最关键的就是优化转化漏斗和落地页的活动设计。

And, you know, anybody that you ask in the world of ecom, one of the biggest drivers of better efficiency is better funnels and better landing pages offers.

看看现在大品牌在做什么？每个月都在测试二十到一百个广告创意角度。

And if you look at what any of the big brands are doing now, right, they're basically testing, you know, 20 to a 100 ads angles per month.

比如说你测试五十个，其中大概有十到十五个会特别出彩，数据表现很好。

And whichever, you know, let's say let's say you're testing 50, right, Maybe 10 or 15 of those really hit and do well from a performance standpoint.

点击率更高了，加购成本也降了，因为这个角度真的抓得住人。

Their click through rate is higher, their add to cart, you know, cost of add to cart went down a bit because that angle is really good.

然后他们会把这50个里表现最好的15个广告，配上对应的落地页。

Then they go ahead and take landing pages and attach landing pages to these 15 out of 50 that worked really well.

再投点预算，看看效果怎么样。

And, you know, you run some more spend and you see what happens.

接着再筛选出三到七个真正烧钱效果特别好的页面。

And then you narrow that down to maybe three to seven pages that are just ripping with spend.

所以，要实施这套策略——也就是2026年Meta推崇的‘精准广告角度’而非盲目广撒网的模式——最大的障碍就在于此。

And so the biggest bottleneck or the biggest barrier to kinda activate the strategy, which is basically the very, you know, twenty twenty six meta friendly strategy of angles versus just spray and pray with a bunch of creative.

好处是，现在你几乎能瞬间搭建起整套转化漏斗。

The benefit is is now you can basically build these entire funnels really quick.

不用再等上一两周，甚至三周，让开发团队或网站团队去复制页面了。

You don't have to wait a week or two weeks or three weeks for your dev team or a site team to go and and duplicate the page.

所以你也能看出来，我对这个功能特别兴奋。

So as you can tell, I'm very excited about this one.

我觉得这会彻底改变营销人员的工作方式，尤其是那些特别主动的人。

I think that this is gonna change the game for marketers, especially the ones that are super proactive.

好的。

Okay.

现在，Sidekick 真正成了一个实用的聊天机器人。

Sidekick is now an actual chatbot that is useful.

以前，Sidekick 就只是那样，Shopify 总说它特别厉害。

So before Sidekick was kinda just you know, Shopify used to always talk about Sidekick being phenomenal.

我不会说 Sidekick 以前不好。

I'm not gonna say it's Sidekick was bad.

你通常能很快诊断出问题。

You could actually diagnose problems usually pretty quickly.

你能得到答案。

You could get answers.

你可以向数据提问，诸如此类。

You could ask questions to the data, etcetera.

它比较基础，本质上就是 Shopify 里的一个 AI 1.0 聊天工具。

It was general it was basically like a, AI one point o chat for within Shopify.

但现在他们采用了类似Claude的思路，不再需要你去一个个集成应用，而是Shopify直接和你店铺里所有已连接的应用无缝对接。

But now what they've done is they've kind of taken the Claude code approach where you've got everything all instead of integrating apps and whatnot in Claude code, Shopify naturally now integrates with all the apps that you have attached to your Shopify store.

你可以直接说：‘提取Klaviyo里的这些数据’，或者‘帮我看看评论里那些像这样的反馈’，又或者‘分析一下我收到的客户好评和客服留言，找出产品可以改进的地方’——随便你想做什么都行。

So you could say, pull this information about Klaviyo or go through my reviews and, you know, pull the ones that sound like this or, you know, look at my my gorgeous customer service inbound messages and reviews and identify places we can improve our product, you know, whatever it may be.

现在你使用Sidekick的时候，可以同时调用多层数据和信息，层次丰富多了。

You can now basically have multiple layers of data and information you're going through when you're using Sidekick.

如果你本来就在用Sidekick，那现在肯定特别兴奋。

So if you're somebody who uses Sidekick, then you're probably gonna be stoked.

如果你像我一样，习惯自己把一堆应用集成到Clog Code或者Hermes代理里，因为那样我能掌控更多，系统也更了解我的工作方式，那你可能还是会继续那样做。

If you're somebody like me, who's usually just trying to plug all of these individual apps into my own instance of clog code or a Hermes agent, where I've just got more control or it has more information on me and how I work and all that kind of stuff, then you're probably doing that as well.

不过说实话，看到Sidekick发展到今天这个地步，真的挺让人惊叹的。

But, you know, it is pretty amazing to see what, Sidekick has evolved to.

是的。

Okay.

接下来是Shop应用。

So the next one is that the Shop app.

Shop 应用正在推出大量更新，我觉得 Shop 的标志很快就会无处不在。

The Shop app is pushing a lot of updates, and I think we're gonna see the Shop logo start to pop up everywhere.

你甚至会在那些没用 Shopify 的商店结账时看到它出现，这现在已经成为现实了。

We're gonna see it start popping up at checkout at stores that are not on Shopify because that just became a thing.

Shop Pay 现在几乎在任何地方都能用了。

Shop pay is now available pretty much anywhere.

你还会在 ChatGPT 里、在 Claude 里看到 Shop 应用弹出来。

You're gonna see the shop app pop up inside ChatGPT, inside your Claude.

在那些能调取商品、推荐商品或做产品推荐的其他应用里，也会看到它出现。

You're gonna see it pop up inside, different apps that have, you know, the ability to pull products or merchandise products or make product recommendations.

在发布方这边，但凡你用到聊天界面的地方，都很可能见到它。

On the publisher side, basically anywhere where there's, you know, a chat interface you're using, you might find it there.

而在消费者这边，不管是你自己搭的 Claude、OpenAI 还是 Hermes 代理，只要是你的 AI 系统，Shop 现在都打算成为你购物时的首选助手。

And then on the consumer side, you know, your own clawed code, your own OpenClaw, your own Hermes agent, any sort of AI systems you've got set up, Shop is now basically trying to be your go to agent for shopping assistance.

所以，不管你在哪里用 AI，或者怎么借助它，Shop 都想把自己变成那个官方的购物代理。

So no matter where you're using AI or where you're, you know, leveraging it, Shop is gonna basically now try to insert itself and try to be the agent of record, you could say.

这个说法其实不错，我们该把这个词定下来——购物代理机构。

That's actually a good term we should coin, agent of record.

就像品牌有指定代理机构一样，Shop 现在想成为你购物助手的官方代理机构。

So just like agent brands have agencies of record, Shop now wants to be the agent of record as your shopping assistant.

我觉得有意思的是，这会对亚马逊造成什么影响？

Now the thing that I think is also interesting is, you know, like, where does this where does this leave Amazon?

我很想知道亚马逊、Etsy 或 eBay 会怎么回应。

I'm curious to see what Amazon's response will be or like an Etsy's response or eBay.

Etsy 和 eBay 可能规模太小，还够不上这个层级。

You know, Amazon I mean, Etsy and eBay are probably too small for this.

但亚马逊的反应肯定值得期待，他们大概会说，Alexa 现在向所有人开放了，因为用户用得越多，他们赚得越多。

But Amazon's response will be interesting, and their response is probably gonna be something like, yeah, Alexa is now gonna be open for everybody to use because, you know, they reap the rewards much bigger when people do that.

不过不管怎样，我很期待接下来会发生什么。

But in any case, I'm excited to see kinda what happens here.

至于亚马逊，我觉得他们目前并没有多少类似这样的购物推荐集成，至少我还没听说过。

You know, Amazon, I don't think has two I I mean, I'm not actually aware, I should say, of a bunch of different integrations that Amazon Alexa has when it comes to shopping recommendations like this.

我知道他们很早就开始在抖音上整合，和创作者合作开店铺，但我觉得他们在这方面的投入其实没多少。

I know they were super early to, like, TikTok to integrate and create storefronts with creators there, but I don't believe that they, you know, they've made a ton of pushes here.

也许是因为当时的基础设施还不成熟。

And maybe that's because the rails weren't there for that.

你需要有那种聊天界面或者聊天平台、智能代理平台，本身就有大量用户，然后才好把Alexa集成进去。

You know, like, you need to have these chat surfaces or chat platforms or agentic platforms where there's already a ton of users and then Alexa gets integrated.

不过呢。

But yeah.

所以，刚才说的这五点，基本上就是我觉得最重要的几个方面。

So so those were basically those five things were, like, the five biggest things that I thought.

总结一下，首先是产品要优化得让AI大模型能轻松读懂。

So in summary, you know, that was products being optimized for AI so LLMs can read them.

其次是他们即将推出的整个联盟营销计划，要和大模型以及内容发布方合作。

The entire whole affiliate play that they're about to run with LLMs and, and publishers.

还有就是新增了不少氛围编程合作伙伴，比如Manus、Vercel、Replit、Lovable、Clockcode这些。

Then all the new vibe coding partners being added, whether it's Manus or Vercel or Replit or Lovable, Clockcode, etcetera.

还有Sidekick，对于用过Sidekick的人来说，我觉得这真的特别棒。

Then Sidekick, you know, again, for people who use Sidekick, I think that's amazing.

然后是Shop应用。

And then the shop app.

不管是把Shop Pay接入非Shopify的店铺，还是他们围绕品牌、出版方和AI代理构建的三方模式，又或者在消费者端让它成为你的购物助手，都挺厉害的。

So whether it's just being able to plug Shop Pay in on a non Shopify store or their whole three sided play, you know, with brands, they're powering the catalog, with the publishers, with affiliate through the LLMs, or on the consumer side where it kind of becomes your native shopping agent.

Shop应用马上就要迎来重大升级了。

The shop app is also about to get way better.

不管你是从Shopify商家买东西还是不是，他们都会大力优化这个应用——我清楚知道，跟Shopify的人聊过，这现在是他们的重中之重，他们原本也没想到这个应用能在整个生态里表现得这么好。

And I think from both a standpoint of whether you are ordering from Shopify merchants or not, they're gonna really improve the shop app because, I mean, I just know for a fact talking to people at Shopify, it's a huge focus for them, and it's something that they didn't expect to do so well and, and perform so well for the entire, you know, ecosystem of Shopify.

接下来是Instant带来的本周留存小贴士。

Time for the retention tip of the week brought to you by Instant.

如果你做服装品牌，很多人在这点上都搞错了。

If you run an apparel brand, here's something most people get wrong.

你把退货当成成本中心，但实际上，你的退货流程恰恰是提升用户留存最有效的环节之一。

You treat returns like a cost center, but your returns flow is actually one of your highest leverage retention touch points.

你想想看。

Think about it.

顾客刚退了一件商品。

A customer just returns something.

这并不意味着他们不喜欢你的品牌。

That doesn't mean that they don't like your brand.

通常只是尺码不合适，或者颜色不对。

It usually means the fit was off or the color wasn't right.

那顶尖的服装品牌是怎么做的呢？

So what do the best apparel brands do?

他们设计了一套退货后的邮件流程，做三件事。

They build a post return email flow that does three things.

第一，轻松愉快地确认退货，不给顾客添麻烦。

One, acknowledge the return with zero friction.

第二，立刻根据退掉的商品，甚至退货原因，推荐合适的替代品——比如不同颜色、不同尺码，或者不同版型。

Two, immediately recommend the right alternative based on what was returned, and maybe the reason, maybe it's a different colorway, a different size, a different silhouette.

第三，附上一个小激励，鼓励顾客在10天内回来购买。那些在退货转化流程上做得好的品牌，有30%到40%的退货顾客会再次下单。

And number three, include a small incentive to come back within 10 Brands that nail their conversions flow for returns, they see 30 to 40% of their returners convert into repeat purchasers.

而那些做得不好的，顾客就彻底流失了。

The ones that don't, those customers are gone.

他们的退货成了最后一次接触你的机会，而且还是个糟糕的体验。

Their return was their last interaction with you, and it was a bad one.

如果你需要帮助搭建智能的购后和退货后流程，Instant 能让你轻松搞定。

If you need help building smart post purchase and post return flows, Instant makes it super easy.

他们的AI驱动的留存引擎会自动为每位顾客生成个性化的邮件。

Their AI powered retention engine generates personalized emails for every shopper automatically.

了解更多，请访问 instant.1/sharma。

Check them out at instant.1/sharma.

另外还有几件小事，虽然不大，但我觉得特别棒。

So a couple other things I wanna call out that are smaller wins, but I think just like awesome.

第一是针对正在使用的主题进行A/B测试。

So one is AB tests on live themes.

如果你正在全面更新网站主题，比如节日改版，或者测试新板块，现在可以对这些主题进行分组测试，避免一上线就把转化率搞砸了。

So if you've got a full new site theme, you've got a holiday redesign, you're testing some new sections, you can now split test those themes so you don't, you know, flip a new site live and tank conversion overnight.

而且，你还可以提前安排主题上线的时间。

With that too, you can also schedule theme go lives.

比如说，你打算在凌晨三点三十分上线新网站，那时候流量最少，现在就能直接排期，不用熬夜盯着了。

So, again, if you're launching a new site and you wanna flip it right at, like, 03:30 in the morning, that's when you have the least amount of traffic, then you can now schedule it so you don't have to stay up for it.

不过说实话，要是真换了新站，我估计还是想守着看一眼。

Although, you know, if it was a new site, I'd probably wanna stay up.

但真正帮上大忙的是那些不得不熬到晚上十一点五十九分，或者凌晨十二点零一分还得盯着电脑的电商运营人员。

But where this I think gets really helpful is like all the e commerce managers that unfortunately have to stay up until 11:59PM or be on their laptop at 12:01AM.

从今以后，你们再也不用这么辛苦了。

For you guys, you don't have to do that no more.

Shopify 现在支持提前安排主题上线了，真的很棒。

Shopify themes can now be scheduled, which is awesome.

搜索功能也得到了优化。

Better online search.

所以，我又很好奇这个功能实际表现会怎么样，但我觉得随着自然语言处理和人工智能的飞速发展，我们今天聊的这些技术都在不断进步。

So, again, this is one I'm curious to see how it does, but I believe with all the advancements in NLP, in AI, in being able to, you know, just everything happening in the in in everything we're talking about.

我真的相信，Shopify 原生的站内搜索功能正在变得越来越好。

I I do wanna believe that the Shopify native organic search for the site is getting better.

不好意思，我刚才说错了。

And I'm sorry.

我不是指网站的搜索引擎，而是指顾客在你们商品页面上自己用的搜索功能。

I don't mean organic search, but, like, search on your own on the product website.

像 Bloomreach 这样的公司，它们的全部业务就是帮商家打造最棒的搜索体验，让顾客能更快、更准、更轻松地找到想买的东西。

You know, there's companies like Bloomreach that exist that their entire business is basically how do we build the best possible search for merchants so that, you know, consumers can find products better, easier, faster, more efficiently.

我很期待 Shopify 的搜索功能能带来哪些改进。

So I'm excited to see what better online search means for Shopify.

草稿订单中可以单独修改商品价格了。

Line item price overrides on draft orders.

如果你给朋友或家人下过单，肯定知道以前得用一个 100% 折扣码，把整个订单金额清零，才能把货发出去。

So if you've ever done friends and family orders, you've ever put those in for your friends or homies, you know that you have to basically use a 100% discount code to, you know, wipe the whole order a 100% off and ship the order out.

这事儿说小不小，但我觉得挺有意思的，估计很多人都会有同感。

Well, you know, it's a small thing, but I thought it was cool, and I feel like a lot of people would relate.

现在你可以直接对单个商品单独调整价格了。

But now you can actually just line item, price override individual things.

比如你有三件商品，想让其中两件打折，只收一件的钱，现在就能单独设置，挺方便的。

So if you've got three things, you can, you know, price override two of them and charge them for one if that's what you're trying to do, or you can now just do it individually, which is cool.

客户账户现在登录状态能保持一整年，这确实挺棒的。

Customer accounts now stay signed in for a full year, which is pretty cool.

这样一来，老客户再次购买的障碍就小了不少。

That means, you know, repeat purchase friction drops a little bit.

结账智能功能，其实就是新版的 Shopify 结账页面。

Checkout intelligence, which is basically the new Shopify checkout page.

它会根据每位顾客的偏好，自动调整支付方式的排序。

It kinda reorders payment options based on what your specific customer is likely to choose.

说实话，我对这个功能还挺期待的。

So I'm kind of excited for that one, to be honest.

我觉得这个挺不错的。

I think that'll be cool.

原生的产品合规声明功能。

Native product compliance disclaimers.

比如你卖保健品、美容产品、肽类anything，现在可以直接在系统里内置合规声明了。而且你回想一下我前面说的，网站变得更适合代理使用，这一点也连带受益。

So basically all the legal language you need to put around, you know, if you're a supplement product, if you're a beauty product, if you're a peptide, whatever it is, you can now natively insert product compliance disclaimers, which also, if you think back to the first thing I mentioned, the site being more agent friendly.

因为这是Shopify原生支持的功能，所以搜索引擎和AI模型也能正确抓取和理解这些内容。

That means that now this is now because this is native in Shopify, it's also gonna be indexed properly and properly fed to the LLMs.

WhatsApp现在正式成为Shopify的原生营销渠道了。以前不算官方支持，现在总算正式加入了。

WhatsApp became an official marketing native marketing channel, which is kinda cool with Shopify before it wasn't official, but now it is.

自定义转化事件现在设置起来更简单了。

Custom conversion events are now easier to set up.

以前大多数人得靠Converge这类工具来设置和追踪转化事件，再传回Facebook。

Now for for most people, you're probably using something like converge to run custom conversion events or, you know, create those and report those back to Facebook.

比如那些大型保健品品牌做的90天订阅服务。

That's like when you see these big supplement brands running a ninety day subscription.

你知道，他们在结账时并不是触发普通的购买事件。

You know, they're not running a normal purchase event at checkout.

对。

No.

他们用的是自定义的Converge九天订阅事件，一旦触发就会向Meta发送一个非常具体的信号，说明刚发生了什么。

They're running, you know, they've got like a custom converge ninety day subscription event that fires and that sends a very specific signal back to Meta as far as, you know, what just happened.

所以，Shopify即将原生支持类似的功能。

So a version of that is coming natively in Shopify.

不过，听这个的大多数人可能还是会继续用Converge之类的工具。

But again, most people listening to this are probably gonna be using Converge or something of that sort.

接下来有几项新功能，我还不太确定具体会怎样。

Now a couple of the things that are coming, I'm not a 100% sure on.

我挺期待看看它们最终会发展成什么样子。

I'm kind of excited to see where these go.

其中一个就是AI销售助手。

One is the AI sales associate.

简单说，就是实时回答顾客的问题，就像你网站上的聊天机器人一样。

So basically, answer customer questions in real time, you know, think a chatbot for your site.

我挺好奇，到底会是谁在用这个功能。

I, you know, I'm curious to see, like, who uses that.

Shopify 一直如此，Harley 总说，他们做的是给创业者用的产品，可能是单打独斗的个体户，也可能是小团队，不一定有风投背景。

Again, Shopify always, you know, Harley will always say, we build, you know, products for entrepreneurs who are doing things that might be solopreneurs, it might be small teams, or may may not be venture funded.

但那些可能正在听这个播客、年收入在几千万到十亿甚至百亿级别的品牌，大概不会用 Shopify 原生的销售助手。

But the brands that are probably listening to this and might be doing anywhere from 10 to 500,000,000 in revenue or 1,000,000,000 in revenue, don't know that you're gonna be using Shopify's native sales associate.

你们更可能选的是更企业级、安全性更高、功能更强大的解决方案。

You'll probably be using something a little bit more enterprise, a little bit more security heavy, and, a little more robust.

Campaign Autopilot 是 Shopify 正在大力推的另一个功能，本质上是想让你的店铺变成一个 AI 驱动的营销引擎。

Campaign autopilot is another one that Shopify is pushing really heavily, and that's basically the promise of, hey, we're basically an AI powered marketing engine.

你只要设好预算，剩下的它就全包了。

You set the budget and it basically runs.

所以呢，我还是很想知道这东西最后会发展成什么样。

So, you know, I'm curious again to see where this goes.

我觉得这不太适合大多数听这个的人。

I don't I don't think this is gonna be for most people listening to this.

而且，差不多就这些了。

And, yeah, that's pretty much it.

我的看法是，Shopify 现在终于意识到这一点了，还记得去年我们聊过这个，当时真觉得不真实。

My, you know, my take is, look, Shopify is basically realizing and, you know, I remember last year we were talking about this, and it just felt surreal.

那时候感觉至少得五六年之后，网站才可能慢慢消失。

Like, it felt like it wasn't gonna be true for five to six years at least that websites could be going away.

但网站确实正在消失。

But websites are definitely going away.

想想看现在的使用方式吧。

Just think about even the usage.

如果你用过 PowerAI，或者用过 Cloud Code、Codex、Hermes、OpenClaw 这些工具，你做的大部分事情其实都是通过 API 完成的，或者完全可以靠 API 实现——你根本不用登录 GoDaddy、Higgs Field 之类的网站，不管是做广告素材还是拉报表，现在直接在聊天界面就能搞定。

If you're if you're a PowerAI user to some degree, and you're using Cloud Code or using Codex or Hermes or OpenClaw, almost everything that you're doing is probably done either via API or can be done via API or MCP, meaning you don't actually have to log into the .com site of GoDaddy or Higgs field or whatever it may be to to go in and and whether it's make that ad creative or pull that report, you can now just do it through the chat interface.

所以，电商也正朝着这个方向走。

And so commerce is definitely heading there.

我有些朋友在做ChatGPT广告，早期效果还不错。

You know, early performance of friends of mine who are running chat GPT ads, for example, it's pretty good.

这也很正常，因为用户的意图非常明确，大家都在主动搜索这些服务。

And obviously, it is because the intent's super high and people are searching for these things.

所以这股趋势不会消失。

So this is this is not going anywhere.

它显然会一直存在下去。

It's obviously here to stay.

看到Shopify迈出这些步伐，帮我们提前准备、一路引导，真的很让人兴奋。

It's exciting to see Shopify take these steps forward and kinda figure out how to prepare us and and also like coach us along the way.

如果你在智能商业领域做了什么有意思的东西，欢迎联系我。

And, yeah, if you're doing anything cool in this world of agentic commerce, please reach out.

说不定可以请你来做客，我也很想和你聊聊。

Maybe we'll have you on, but I'd love to chat.

这周就先说到这儿吧。

And that's pretty much it for this week.

希望你听这期播客度过了愉快的时光。

I hope you've had a great time listening to this podcast.

感谢你一路陪我走完这一季。

I appreciate you rocking with me this whole season.

谢谢你是《Limited Supply》的听众，两周后我们新一季首播再见。

Thank you for being a Limited Supply listener, and I'll see you in two weeks for our next season premiere.

谢谢收听。

Thanks for listening.

下回我们再来聊聊消费品、零售和电商那些真问题。

We'll be back next time to cut through the noise on CPG, retail, and e commerce.

如果喜欢这期节目，不妨分享给朋友吧。

If you enjoyed this episode, why not share it with a friend?

记得在你常用的平台订阅我们，别错过下一期。

And be sure to subscribe wherever you listen so you don't miss the next one.