Honestly, if you’ve been keeping an eye on the e-commerce world, you probably felt the shift on September 29, 2025. It wasn't just another routine Monday update. Shopify’s CEO Tobi Lütke basically dropped a bomb on X (formerly Twitter) that morning, confirming a massive partnership with OpenAI. This isn't just "AI chatbots helping with customer service" stuff we’ve seen for years. We’re talking about Shopify news September 29 2025 being the day "Agentic Commerce" became a real thing for millions of small businesses.
Imagine you're planning a dinner party. You ask ChatGPT for a list of ingredients and maybe a suggestion for a nice centerpiece. Usually, the AI gives you a list, and then you go off to Google or Amazon to hunt things down. Not anymore. As of this September update, you can buy products from Shopify merchants—think Glossier, Stanley 1913, or Steve Madden—directly inside that ChatGPT window. No links. No jumping to a browser. Just "buy this now."
Why the Shopify OpenAI Deal is a Huge Deal
The stock market noticed immediately. Shopify’s shares (SHOP) jumped over 6% to hit $207.46 on the Toronto Stock Exchange the same day. Why? Because Shopify just gave its merchants access to the most valuable real estate on the internet: the middle of a conversation.
Vanessa Lee, Shopify’s VP of Product, put it simply. People aren't just using search bars anymore. They’re "discovering" products through AI. If a merchant's inventory is instantly discoverable and purchasable where those conversations happen, they win.
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What Actually Changed for Merchants?
It’s not just about the big brands. If you run a small shop on Shopify, your data—pricing, real-time inventory, images—is now being fed into OpenAI’s system in a way the AI actually understands. This isn't just "scraping" a website. It’s a deep integration.
- Zero-Link Checkout: Shoppers don't have to leave the chat.
- Merchant of Record: You still own the customer relationship. Shopify isn't "becoming" the store; they're just the pipes.
- Inventory Sync: If you sell your last t-shirt on your website, ChatGPT knows it’s gone instantly.
The "Other" News: A Legal Headache for Shopify
While everyone was cheering about AI, there was a bit of a dark cloud in the background. September 29 also saw more eyes on a massive antitrust lawsuit filed by Sezzle. They’re claiming Shopify is basically a "walled garden" that’s crushing competition in the Buy Now, Pay Later (BNPL) space.
Basically, Sezzle is mad because Shopify makes Shop Pay Installments the default. They claim Shopify "intercepts" customers and pressures merchants with extra fees if they use third-party payment providers. It’s a classic "tying" claim in the legal world. If Shopify loses this, the "frictionless" checkout we all love might have to change to allow more players in.
Technical Bits: The 2,000 Variant Limit
For the nerds (and the fashion retailers), September 29 was also a milestone for platform stability. Remember the 100-variant limit? It was the bane of anyone selling shoes with 10 sizes and 15 colors. Shopify officially moved toward a 2,000-variant limit per product through their new GraphQL APIs.
I’ve talked to a few developers who say this is a "thank god" moment. However, a little tip from the pros: some older themes apparently start to "break" or lag once you pass 250 variants. If you’re planning to go ham on product options, you probably need to check if your theme can actually handle it.
Small Wins You Might Have Missed
While the OpenAI news grabbed the headlines, a few "quality of life" updates dropped on the same day:
- DDU Sales Tax: For international sellers, Shopify started capturing sales tax for registered destinations even if you don't have duty collection turned on. It sounds boring, but it saves a massive tax headache later.
- POS Receipt Customization: You can finally use the Liquid editor to make your return and exchange receipts look like your brand, not just a grocery store printout.
- Customer Segmentation: You can now build lists based on what people looked at, not just what they bought. Targeted emails just got a lot creepier—and more effective.
What Merchants Should Do Now
If you’re sitting on a Shopify store, don't just read the news. Use it. First, make sure your product descriptions are "AI-ready." Since ChatGPT is now a salesperson, you need high-quality data. If your product description is just "Cool Blue Shirt," the AI won't know how to sell it. Use the new Sidekick voice mode (which also rolled out recently) to ask the AI how a customer might find your product.
Also, check your shipping zones. As of late September, Shopify deprecated the "Sell from all locations to all shipping zones" setting. If you haven't configured your fulfillment locations correctly, you might be losing out on sales because the system thinks you can’t ship to a certain area.
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The big takeaway from the Shopify news September 29 2025 is that the platform is moving away from being a "website builder" and toward being a "commerce engine" that lives everywhere. Whether it's in a chat with an AI or a local pop-up shop using the new POS features, the goal is the same: remove the "no" from the customer's mouth before they even say it.
Next Steps for Your Store:
- Review your API settings: Ensure you are moving toward GraphQL to take advantage of the 2,000-variant limit.
- Audit your "Sidekick" interactions: Start using the AI assistant to generate discount codes or analyze your customer segments based on the new "browsing behavior" filters.
- Update your tax settings: If you sell internationally, verify your "Duties and Import Taxes" configurations to avoid the new automated sales tax captures.