Running a Hydrogen storefront? Shopify is asking merchants to update Hydrogen by Oct 31. Shopify says stores that don't will stop seeing storefront sessions in Shopify Analytics, and that data can't be recovered later. Orders and sales keep reporting. #Shopify

A speaker from Anthropic at #AhrefsEvolve: use AI on work below the ROI line, the small custom jobs nobody tried because the return was too low. For ecommerce teams that means small custom tools. Get someone experienced to help build them.

Thinking about building, buying or co-building AI? Start by asking whether technology is what you sell or what supports what you sell, and who will own the system in month six. More in "Build, Buy, or Co-Build AI? 10 Questions to Ask Before You Decide" on the Endertech blog.

Our takeaway from Ann Handley's #AhrefsEvolve talk (@MarketingProfs): when speed is cheap, judgment carries the premium. Anyone can ship fast with AI now. Knowing what is worth shipping is the part clients pay for.

Terra Outdoor Living runs on @Shopify with STORIS behind it. Inventory and pricing flow from STORIS to Shopify, orders flow back without re-keying, and an available-to-promise feature shows shoppers restock dates from open purchase orders. #Shopify #FurnitureRetail

When ad platform numbers conflict with CRM reality, more budget mostly amplifies noise. GTM engineering builds the plumbing: events tied to CRM stages, landing pages that ship on cadence, and approval before automation touches spend. More on the Endertech blog. #GTM

Session takeaway at #AhrefsEvolve: base model knowledge runs about five months behind, and few AI answers cite sources. Fixes to your pages and mentions take months to show up, so start now. Thanks @ethan_graphite for the session.

Purging stale product IDs from an integration? Give each run its own ID, tag every chunk with run, index, and expected count, and size chunks to each destination's limit, Shopify's included. Full write-up on the Endertech blog. #Shopify

Lesson from our own MCP server: some tools were listed but rejected every call, because the tool list and the call handler had drifted apart. Another tool's empty input schema failed validation. We wired them together and added a test of every advertised tool schema. #MCP

Our AI-run marketing loop ends every recommendation as Continue, Change, Test, Stop, or Escalate. Nothing executes until a person approves it, and a change isn't done until the live platform reads back to match. More on the Endertech blog. #AIOrchestration

Mattress Warehouse: a headless @Shopify Hydrogen storefront, STORIS sync across 500+ stores, and an in-store Sales Rep App for quotes and draft orders. Online revenue grew massively since deployment. Showroom and cart share the same data now. See our site for details. #Shopify #Omnichannel #FurnitureRetail

Stuffing a giant context blob into a prompt gives you no permissions and no audit trail. A narrow tool, credentials kept on the server, and a log of every call give you both. That's the part of #MCP we lean on most. #AIOrchestration

Home Zone Furniture moved from a legacy nopCommerce/eSTORIS stack to @Shopify integrated with STORIS. Inventory, pricing, kits, and fulfillment rules now show up accurately online. Online merchandising is better than ever. The result? Online sales growth... check out our site for details. #Shopify #FurnitureRetail

A showroom can be a valid place to try a sofa even with little sellable stock. In a Shopify + STORIS sync, we list a location when it has a floor-sample code or positive available quantity, then dedupe the IDs. Full write-up on the Endertech blog. #Shopify

We built Farmbot for Farmscape. Staff ask questions in Google Chat, and answers come from Farmscape's own service manuals through an MCP server... with source paths back to the original pages so anyone can check. Full case study is in our portfolio. #MCP #AI

A green status report can mean "we finished the tasks we listed." It can also mean "we haven't had the hard conversation yet." A useful update names what's blocked, who owns each open risk, and when we'll look again. #ProjectManagement #Leadership

Shopify can talk to any ERP with a workable interface. Ownership, retries, and exception handling matter more than a pretty field map.

Dozens of MCP tools against our own agency portal for Monday-morning work. Assistants draft and fetch. Humans still decide what ships.

Brake Performance: analyze → rebuild commerce → support → host → market. Ads spend down ~34%, efficiency up ~55%. Same team across the seam.

Today's Patio: Shopify + STORIS + discovery + offline conversion tracking + Google Ads. About 175% YTD online revenue vs their first digital year. Stack first; efficiency follows.