Shopify will promote its Shop app through a longer, multiphase holiday campaign running from now to December, the first time it has pushed the app this hard into the season, Jess Jacobs, VP of consumer marketing and head of growth for Shop, told Retail Brew. Jacobs said the phases exist so the campaign isn’t repeating one message for months, since most holiday buying now happens ahead of Black Friday and Cyber Monday. The app started in 2020 as a package tracker and has since turned into a customer acquisition channel, adding AI search and Shop Posts, a shoppable feed format. Shopify said Shop’s native GMV grew more than 70% in Q2, with Cart Sync responsible for over 30% of that. Netalico founder Mark William Lewis said Shopify is positioning the app against traffic sources like ChatGPT.
