Shopify launched Campaign Autopilot, a tool that plans and runs merchants’ paid and organic marketing across Meta, its own Shop app, and email, pitched as a built-in ad agency for sellers without dedicated marketing teams. Merchants set a budget, guardrails, and a target ROAS, then the tool optimizes campaigns and tracks results in the background, with merchants approving or rejecting its recommendations. It resembles Meta’s Advantage+ and Google’s Performance Max, but coordinates spend across platforms instead of optimizing within a single one. Separately, Shopify is extending its Shop campaigns ad format onto ChatGPT, Snapchat, and Microsoft Monetize, building on its partnership in OpenAI’s Agentic Storefronts program that helps merchants sell and advertise through ChatGPT, with merchants paying only when an ad drives a sale.
