Shopify President Harley Finkelstein is describing a new period for small business growth, attributing the surge in activity to the adoption of artificial intelligence. During a recent interview, Finkelstein noted that AI platforms like ChatGPT and Gemini are functioning as major discovery engines for independent retailers. Traffic and order volumes originating from these tools have tripled over the last year, allowing smaller brands to connect with customers who might otherwise remain unaware of their products.
The current data shows that 75% of purchases driven by AI interactions originated from product categories outside the standard top 100 list. This shift suggests that AI tools provide a level playing field for independent merchants to compete with larger, established corporations. By simplifying the path to market, these technologies are reducing the traditional barriers to entry for new store owners.
Shopify is integrating these tools directly into its infrastructure, most notably through its AI assistant, Sidekick. The tool managed 34 million conversations in the second quarter alone, assisting new users with setup and management tasks. Merchants who use the assistant during onboarding reach their initial five-sale milestone faster than those who do not.
Financial results reflect this momentum, with the company reporting its fifth consecutive quarter of growth exceeding 30%. Gross merchandise volume reached nearly $116 billion as the platform continues to scale. Finkelstein maintains that the combination of accessible design templates and automated backend support is accelerating the growth of the independent commerce sector.