How to get Your Products in ChatGPT. If Your Shopify Store isn’t “Agent Ready,” You’re About to be Invisible 🫥

28:35I think if there's any level of concern, it should be around the legacy brands pivoting to make sure that they are doing this and not resting on their laurels. The fact that, you know, we spend X, you know, we spend 45 % of our revenue on ads. So therefore it converts. Whereas the users have all left where the ads live and the ads then, you know, they might get cheaper, but it's a market because they'll always use them around as opposed to the kind of distributor brands. I think AI and the agentic opens up huge opportunities for anybody out there that's even considering about starting a brand to not think about product pages as product pages to think about them in its in itself i won't say the word manifestos because i think that's crazy but i will say in the sense of is if you could distribute it at that level where you can alter how that lives within the answers it could be delivered.

29:33I think that a lot of disputed brands could really shake that up. If you look at the go-to plan for brands in the last six, seven years, right, is start a brand, have some money, fundamentally buy a product at 25 % COGS, like I speak very frankly, and spend 45 % on marketing and scale it, right? That's like the literal strategy of where that lives. And listen, strategies work and that works, right? That's what it is. 25 on cogs, 40 on ads, chuck it out, get traffic, pull it through. Okay, that's great. That isn't going to change overnight, by the way, guys. That's not going to happen. People are still going to use Facebook and Instagram, and people are still going to use Google to find things.

30:16I think it's the percentages of the market inside that switches significantly. And the thing that Shopify brands can do the most is there's two real things, I think, but the first one, Jay, is your product listing can no longer be weak, right? Brands that have decided they're a very ads-driven platform that it doesn't really matter if their product descriptions are strong, I think that's gone. I think at least in the description cell on Shopify, add some level of content. There's no excuses anymore. You can write two sentences and get it to write four paragraphs. So just get it to do that. The second thing I'll say, and I think this is a bit of a hack, or not a hack, but a thing that's very important, is I know in Catalog API that it feeds off every single metafield that lives on a product.

31:08So if you make a metafield that lives against the product, you automatically know that's been served through Catalog API. And therefore, if it's automatically been served by Catalog API, it's automatically going in from a brand perspective. If there is information that you would like to feed in to an LLM, my suggestion, let's say a product level, could be a collection level, could be a brand level. My suggestion would be is make it a native meta field on Shopify. So make a native meta field, give it the context that it needs within that meta field. So hypothetically, let's use the fishing rods example I used earlier, Jay.

31:49What are these hooks good for?

31:51Gavin McKew:Yeah, fishes, species, species can catch, label that as the metal field and then put the fish species. Yeah, and list them separately and say these species, this is what it is, and write that out verbatim. So it is very clinical that when that gets into the LLM and it gets its learning data. Yeah, that's great. That's great advice. I mean, eventually when every brand starts doing that, though, it's kind of like, I see there's a little bit like some of the early days of SEO there's things you can do like this that are like easy wins now but the LLMs are like the cream always has to rise to the top right it will the cream will rise to the top I think through a lot of other things as well and it is around here all of it reviews are going to play a more prominent position than ever before in life ever right so the human element of this so the human part that when we do a purchase we are willing to say that this brand did a great job is going to play a drastically bigger importance in the non-human part than anybody really kind of can compute at this point I don't think.

33:02So reviews, they surface on LLMs. Like right now we're currently building protocols to make it work. It's the equivalent of I've made the protocol to make this tap run hot water right and then I'm going, yeah, but I need to swim and win the Olympics. And I'm like, no, but you haven't even put, you can't even get a whole war yet. So there's kind of, we're at the stages to this to a degree. Yeah. We're on the protocol of building this out stage, but be sure to make sure that you're on review platform that is thinking about this. Speak to whoever works for your review platform to make sure that they are considering because this is not going to judge.

33:42it's not the data itself how much the lml has the has of data to give it the best answer to its user is good is literally going to be the metric what i mean by that is is i what did i buy earlier i bought i bought some top loaders for the pokemon cards earlier right and i went to amazon and i clicked on the reviews and i read 20 reviews on some top loaders because my little boy doesn't like particular ones but in an agentic world i would write that i don't want that to be the case. Now, the product listing would not be expected to have that this particular product didn't do a particular thing, but the reviews themselves will dictate if they do a particular thing.

34:24So he doesn't like a blue tinge in top loaders. That's it. I don't want any blue tinge in my Pokemon top loaders. Okay, dad. So I look at the product. I'm not reading the product description because there's no brand telling me no blue that there's no blue tinge yeah so i look at the reviews and i immediately see that this brand says by the way there's no blue tinge and i buy it right which is great because like why did i have to go to the product page why did i have to read the reviews to do this but the answer existed in the reviews the answer i wanted existed in the review as opposed to the answer existed in the context of what a brand can deliver so right now Now we're not there yet, so we can't do anything on that unless somebody wants to come up with the biggest hack in history, start making meta fields for every review.

35:10But let's not go there for now.

35:12Gavin McKew:Well, I could see some of the reviews apps having their own metadata. Oh, yeah. They will do. Yeah, you're absolutely right. But that won't necessarily feed into the Shopify catalog. Well, it would, but you have to think about it as three different layers. So Shopify as a platform is the platform, right? That's where it lives. Because it's a big platform, the biggest e-com platform in the world, it has inroads to get your data into these platforms first. That's a great benefit. The things that live around that, i.e. your reviews platform, right, are not there yet, right? So they're unsure themselves of whether they feed these through ACP directly into the LLM, which is probably how it will work from my CTO brain, but that's probably how this will work.

36:05So you'll probably find the big guys, your Trustpilot to the world and your C4s, or feed directly into the LLM, mapping what that looks like. There also needs to be a constitution of how that product data kind of, how does it match and know that's the same product. So if there's a single product with a single SKU that's collectively stored by 500 stores worldwide, the LLM is going to want to know that's stored by 500 stores, right? It's going to matter. Whereas in SEO, it won't matter. It will only matter what's on the page that you visit because it's judged off backlinks and contacts. whereas the LLM will fully understand that if you're buying an iPhone 17 Pro 128 gig in black that there's all these other stores that sell this product there's loads of them, right?

37:00And reviews will become a little bit non-universal to a point as well because other people will sell the same product and it will recognise that it has the same IBIN number it's the same piece of data and I can solve the same problems from someone else. Now, the weights that the individual LLMs put on what it actually surfaces on its own platform are yet to be decided and yet to be understood. So right now, they're data hungry. Yeah. So feed them is the job. So on the reviews, would this be a good strategy?

37:40Gavin McKew:I know a lot of times when brands ask you for a review, they have, I don't know, some type of incentive, like you get a 20 % coupon or something else. But if you specifically, if I'm a brand, knowing the importance that LLMs are finding data about the products to answer questions, instead of the reviews being talking just about how much they love it, great product, oh my, OMG, I love this. Ask customers to say why they love it. I think that's a great tip. I think that's a great solution in the sense of, I think from a brand perspective, the more context that can be put on and less of the top level, like top purchase was on time type context that we see.

38:27You know, look at eBay reviews. It's almost a joke. Like it's just a, like I just skip through now. That's not what reviews are anymore, right? Reviews are like, reviews are, tell me why this was great. Tell me why this was great and I'll give you 20 % off my next purchase is an absolute fantastic angle. And actually, in the future, will be more valuable than a lot of types of contextual free gifts, discounts on the PDP, and certain market hacks. Brands will be craving getting context into reviews around user sides. obviously that means that they're a good brand the ones that are good brands but the ones that

39:14Gavin McKew:aren't you know sell a good product i mean if i'm a reviews app listening right now i would be changing my input fields rather than just click one to five stars and leave a comment to three questions what do you love most about this product yeah why why did you decide to buy it and for what would you and what would you yeah 48 hours ago jay this was not a conversation like and that's what I love about this in the sense that's why this is the most interesting time. I was speaking to, and I won't say the name, probably, but what probably one of the biggest search apps in the world this morning and somebody, their product team and around a call I was having at work.

39:52And I think they were talking about how search is going to be affected. And I said, but think about it. Think about search in the context of either what happens on the site or doesn't. If you sell search. It's your fundamental job. But if you sell search and you're selling it to an LLM, suddenly you're not selling it to a user. I'm selling it to an LLM. So if you sell a product, I sell an iPhone, right? I sell this phone. And my job's to sell search. Traditionally, how I would sell search would be, I'm looking for an iPhone. I'm looking for a black one, this gig, whatever. So I'd sell search. But if you sell search in the future, you're selling it through acp and the context that lives behind that in order for that to understand why they should buy that from you and your job is to add more context as the purpose and the and the variables as to why that happens so whilst if you look at this through a traditional lens if anybody looks through the traditional lens whether it's a search app whether it's a review app it doesn't matter in any level of application i won't get into big tech stack talk here but like in the context, if you look at it in the sense of contextually, I think this is, I don't think I can make this work.

41:06It's of course you can. Search is just moved. And how you deliver that search is just moved. How you deliver reviews, it's just moved. But from a brand standpoint right now, the lucky thing, I suppose, about where we are is there's not a lot to do because not a lot of users are pivoted. How many people in two months, what percentage of people are going to be shopping on GPT? Probably very small. In three years, what percentage of people are shopping on GPT? And that's what matters. So I think, you know, as we get into the holiday season and the Black Friday season, you know, e-commerce managers, CDOs, everyone in dev shouldn't necessarily hugely be panicking, but they should be putting a plan in place on how they can enrich answers to these machines in order to deliver the answers that are correct for the brands that they have

42:02Gavin McKew:it's going to be an interesting time because i mean you can't remember if it was before or during the episode but you know you talked about gary vaynerchuk talking about how there's points of time to take advantage of something and you know when oh yeah you know it was during when 2004 with google ads i was there i ran a store and i remember buying that's a click and it was the best thing in the world and j i run ads for free for two years for two years straight i had i turned it up i run google ads for free for two years on four brands and sold all of them fully man if only you could go back to that time right but now we're living in a new time that we'll look back on in a similar way because right now you know i think everything you've said has been super important for brands like okay i mean we can get into a lot more but like the product page giving it information structuring views but the where my mind goes to is okay in six months are we going to start are we going to start seeing well that too but also every product page being super long form with tables and grids and okay so if it does of course i think if we were frank though jay i think if we're absolutely frank about the big brands that any brand doing more than i don't five mil, right?

43:20Any brand, right? Worldwide, percent of them are spending money on ads, right? Like a significant amount of their revenue on ads. That's just the collective case. There's no point higher than Ryanair, right? That's what it is. Any brand above five million pounds, dollars, whatever, right? They're spending a significant amount on ads. I think the thing that does change on ads is where it's spent. That's the only thing that I'm saying. So it's a case of if brand if there's a brand selling fishing rods today and it's a 12 million dollar brand okay and it makes a million dollars a month in revenue and it spends 450 000 a month on ads 200 000 a month on staff 200 000 a month on cogs and it makes 100 000 i'm not saying that's like the formula but i'm just demonstrating that's not unusual and those ads are now surface somewhere between, I don't know, TikTok, Meta, and Google, I think the percentages of those ads in the next 80 months changed drastically because opening eyes are going to have to IPO.

44:29So they signed a$6 billion fundraising round about, I think it was about a year ago now, just under. And in that fundraising round was an agreement that they have to change from a nonprofit to a profit. This matters, by the way. It really matters. And when they have to go to a profit company, that means they're going to have to IPO. And when they IPO, they're going to have to raise revenue very quickly. And right now charging$20 for Chachi PT Pro isn't going to cut it, right?

44:57Gavin McKew:Well, I think right now they're like the drug dealers getting everyone in the world addicted. If I'm on the$25 a month plan for Claude, Chachi PT, Gemini, all of them, and now if they buy on it and I have all my workflows. Amazon Prime did the same. Amazon Prime did the same though. Like you have to do that. There's an infrastructure layer. There's a loss making. Any monster company, if you're thinking big plans, whether they succeed in the long term, if you're thinking big plans, there's a loss making five years. There just is. There's an infrastructure layer that needs built. Like they just always will, 10 years.

45:35You know, when Amazon built the infrastructure layer, but it was buying all its warehouses and its vans and building its distribution layer. That's of course what happens. That's not insane. That's what you need to do. But from the GPT standpoint, though, because they'll need to IPO, and I think this will happen. I don't think it'll happen before this platform, yeah? I think they would love it too. But when that happens, there's going to be this very immediate switch in e-commerce world, right? So I don't know. Let's suppose that your average cost per click on Meta and on Google is a dollar. Hyperfay, right?

46:15and your conversion rate's 3 % in any niche. And then all of a sudden, GPT comes along and charges 20 cents for a click, right? And your conversion rate's 5%, right? What do you do the following month on your ad spend? When you're sitting down with your market manager and you see him more, and you're having that conversation, you're going, right, we need more spending this. Now, there's a case of like chicken and egg here though. The users there for the demographic, that matters. You know, the demographic that's using GPT more is definitely Gen Z and under. Right now, that's 30 and under. Like, they don't Google anything anymore, right?

46:54They just don't, literally. Yeah.

46:57Gavin McKew:But even when you Google something, it's the AI results are first anyway. So you're using Gemini. They are, but they're still trying to sell a click. At the top of the show I mentioned, OmniSend can now talk to ChatGPT and Claude. And I want to tell you why that's even bigger than it sounds. So if you missed it, quick catch up. OmniSend is what I use for email and SMS on every Shopify store I work with, plus for this show as well. And you can now connect your AI, Cloud Chat, GPT straight to your OmniSend account. Your data, your campaigns, your flows, everything. You open a chat and you ask, what should I focus on this week to make more money?

47:36Gavin McKew:And it will come back with real answers about your store, which flow is underperforming, which automation needs improvement, which customers are going quiet, what's missing, everything. My favorite part though is AI segments. I used to build these by hand, clicking through filters forever. Now I just type something like customers who bought twice, but ignored my last campaign and it just builds it. And anything it writes already sounds exactly like your brand because it pulls from all your previous emails from your website, your logo, your color, your voice, everything. I've been doing this for 15 years and this is the closest I've ever felt to having a full-time marketer sitting right beside me.

48:13Gavin McKew:I have a link for you in the show notes that will give you 30 % off for your first three months, or you can just use code J30 when you sign up, J-A-Y-3-0. If you're ready to migrate from Klaviyo to OmniSend like thousands of others, they will do everything for you. You just show up and all your campaigns and automations from Klaviyo will be set up and running in OmniSend, ready to go. And usually at 35 % less what you were paying Klaviyo. You know what I mean? You've got to think what Google is. Google, from its fundamental core, is trying to sell you a click. It's not trying to sell you enough.

48:45It's why you have to scroll for two minutes now to find things that aren't clicks. And from a sales standpoint. Whether users understand that, I don't know. But I look at this from a marketing development standpoint. And it's got a little bit worse on that. I think product listing ads have been pushed down significantly. It is. Performance maxes across any brands I know of. They're struggling to a degree. and again it's a it is about where attention lives and where people convert i always have a certain thing about i'm not a ma i never was a massive meta fan in my brands to be honest i always saw products that were good and not trying to like then that isn't like a hack to anyone who sells massive meta but they were always more expensive and i think if you're not in the impulse scenario or to buy, I'm not in the mindset to make a purchase, then I won't buy it.

49:40That's just the way it is. Same with the app store, Jay. If I'm not looking for an upsell app, I'm not buying an upsell app. I'm just looking for one. It's a big difference, right? And I think the reality is if somebody on an answer engine that we're now calling them, i.e. in LLM, answers, asks a specific question. It's the level of specificness and then certain variables within the question that will dictate whether or not that will become a transaction, right? So what I mean by this is I ask a question like I need a black microwave that's 700 watts. But if I ask, I need a black microwave that's 700 watts and I need it here by Friday, that is significantly transactional, right?

50:32Yeah. So around that point, that's where I think the ads platform itself, which will exist very soon across LLMs, will more lean into. So it will charge more for phrases that are more transactional and more conversional than we have previously seen on any other platform. But to start, it will be very cheap. It will get everybody on board. Blans will grow up. Every brand on Shopify should immediately switch market and spend, by the way, like right away. and if you want to switch market and spend this is what i will say is get your product feed in order if you do not get your product feed in order and get your data correct when the switch happens it's going to be problematic to move to those platforms so whatever they connect into they could you know they could connect in directly they could ask for a feed sorry jay i interrupted you

51:33Gavin McKew:no i was going to say i'd love to like actually go into that so what does someone i think there's probably a lot of people listening nodding their heads going okay i'm in what do i got to do what do i like what are my steps like right now steps right now is steps right now is export every piece of product and collection data right now all of it right okay take everything off site look at it review it give it to your teams ask them to enrich that data find whatever data you can online enrich it i'm not trying to sell anything here but like there are ways to do this you know cheeto has ways that we can enrich data that like automatically through ai to do that to make it more and when you say enrich data you mean you're like you export your product csv you have all your products and now like descriptions titles all the attributes well let's well let's use the fishing rod example and again i kind of go back to that in the sense of there's a fishing rod and i sell hooks and these hooks are really good at catching sea bass right yeah yeah And right now, that's what somebody has wrought out.

52:40They've got a 25 ,000 SKU collection, and they're a 12-man team. They have no time whatsoever to update that collection because they could probably do one product description update every 18 minutes for a lifetime and never get through it. So what happens is they just don't bother. So they kind of forget the fact that matters. like really matter. But really what they should be doing is going into their key product lines, making sure that they're informing that product line, not looking it from a Google lens, looking it from what problem does this solve lens and writing the answer to that problem.

53:26And think about it like you are speaking to your 10-year-old son and write it out like that. So this hook can catch mackerel. It can catch cod. It works on a Friday. It can work on boats. It can work on shore. Right? Do you get what I mean? So explain it in those terms. Think about it like you are training something as opposed to giving the words to something. And write it out in as much context as you can. Certainly for your key product lines. So big brand on chop. A brand doing five mil on chop for five now. and they have 200 products and 20 of them are their big call ads. Go into those 20 products, all of them, and write out every question a 10-year-old would ask about that product into the product description.

54:17If you can, add it into a meta field about what that actually is answering. That's even better because it fragments it out, but as a minimum add it to the product description. Make sure infantry's correct. makes you a all context that it lives on that pdp is correct and collection page if you do that you'll be a thousand percent ahead of most people that even think they're out of this game yeah

54:44Gavin McKew:what do you think happens when there's two brands that have perfectly optimized products do you think what's the second secondary well again i think that's a that is i was speaking to somebody in AI about this the other day. So AI at its core, and this is like a more grander question, and this is not to scare brands and merchants, but AI is a predicting engine. It works principally like Grammarly does to predict that you're going to write something, but on a much grander scale and in a much higher context window. And the weights that live around that model, and what I mean by weights is the things that you give the highest level of decision to.

55:25so is the highest level of decision by chat gpt going to be the fact that you give every is it is it the fact that you give me more data is it the fact that your site's a little quicker is it the fact that that i have i have the liveest access to your data is it the fact that you're cheapest and i think it'll convert because i would buy that if i was you so there's a whole host of these new rules that are not yet fully pregated. I look forward to working out what those rules are, by the way, and we will very quickly. But one thing is absolutely certain though, right now, is the answer engines feed on data.

56:05It's their most valuable asset. So if there is any piece of data that seems matterless, let me give an example, right? You sell these fishing rods and you don't want to say that they're made in China because you think your audience won't want that. Make a meta field, add that it's made in China. Now, just add it. Just because there's some people that will, that's actually a positive as opposed to a negative. So you need to kind of think of, what I mean by that is, I don't, American made goods are expensive after a cheap fishing rod. And then there's a context that lives behind that, that it's not.

56:44So it's the context. I'm not using that in terms of frame. I'm using that in terms of, there are many things that you can talk about any subject matter. I could talk about your baseball cap for 20 minutes, right? If I can talk about your baseball cap for 20 minutes, Mark, it should be.

57:02Gavin McKew:I and I think what I'm hearing from this is better to be a position than to not right so rather than not saying it's made in China or leaving out that it's something there will be a segment of shoppers that that is a plus better to show for that segment than to be vague yes in your product description with fluffy marketing the number one trusted number one blah blah blah be clear Agreed. There's five words that I think are very important. And I shared this on X yesterday. And I think this is kind of like a direction of where we're about to go. Right. And I opened up Chatipati and it asked me, what's on your agenda for today?

57:48And it never asked me what I want to search for. It never asked me what I want to solve. It was trying to find out the problem that I was trying to fix. so the very thing that i'm trying to fix now there are plenty of shoppers to explain on this if you think about this from a shop perspective well my mind is going a million miles a minute right yeah exactly yeah exactly yeah that's good so my wife loves nothing more than going into a big shop loves it it's amazing i walk in that shop and i'm like and i would say it's a very and i'm certainly not being sexist by saying this but it's certainly like lots of men i know are very much in that manner.

58:29And lots of women I know are very much in that manner. But in the same vein of what I mean by that is, she gets the light out of the things that she could potentially have in her life. Whereas I get the light out of running over people in Pac-Man. Right? So, and it's a very, it's a very distinctive shopper experience, right? And websites right now are definitely serving the mass store element of, I like the brand experience. I want to feel what you're about. I need to feel the emotional connection. That's a hundred percent where we are and that's not going anywhere tomorrow. But there is a mountain of shoppers that are like me that need problems fixed that cannot be bothered looking at websites.

59:19Yes. Right. And the only reason Amazon killed it, it's only two reasons. It's its distribution network and delivery meets its large catalog. That's it. That's the only two reasons Amazon killed it. Amazon's PDP is potentially the worst PDP that's ever been invented by anybody, ever. It's an embarrassment to PDPs. And I don't care what anybody says, there's no AAB testing that can tell me otherwise. It's a joke. But it wins because I get my product tomorrow and I've got a massive catalog to find the items I want. and that mountain of shoppers the disruption layer that i think shopify brands have to take and displace people from amazon is crazy yeah like it's crazy but this you said something

1:00:05Gavin McKew:you said what is the problem you're trying to solve today and that just made a light bulb go off in my mind you've obviously probably heard of like clayton christensen's job to be done theory, which is like everything does a job, right? Like black shirt. Yes, it clothes me, but it also makes me look casual. It makes me look somewhat professional, but still casual, whatever, you know, it has, it does a job. Right. And when you said that, uh, like a light bulb just went off because that's the way people ask AI for things like I'm looking for dinner, where for a romantic evening with friends or whatever but we don't describe products that way but if we start thinking describing them the job they do the problem they solve and i need it by friday is another one so what i mean by that is is if your delivery time can be delivered by friday hypothetically right now there'll be a lot of shopify brands there that are now that is now surfacing delivery time in non-ACP connected elements, shall we say, they're just surfacing on PDP through some fractional non-element is if you can tell, if you can tell the LLM that it's delivered by Friday because you've got a nice dinner day with your old college buddy and this is what they're into, what should I wear?

1:01:37And I think as well, there's a secondary part to this as well, which I think is more interesting as well, in the sense of right now, the only thing that we've ever had to deal on product data is around, we've had user journey and we've had cookies. And I will leave this thought with the user's minds because it will open up a massive element of where this is, of where this could look. But let's suppose every user has their own agent. And it knows more, your user knows more about you than your partner, than your mother, than your son, right? It knows more about what you look for, how you work. So you're not talking, I've looked at these websites, I've buy these shoes, or I like to look at these brands.

1:02:25It knows those things. When your agent and when your user's agent is buying from agent to agent, which is the third stage of the thing we very much started with what will they need to know to buy from that agent so at some point in the future i will i won't walk in that massive department stodgy and be bored to my brains and but my wife will be delighted i will just say this is my problem you know everything about me go and find another agent that can fix my problem and then transact that and come back and tell me you've finished. And we'll leave the whole conversation around what AI will look like in e-commerce in five years on that, I think.

1:03:13Yeah. Yeah, that's an exciting time.

1:03:17Gavin McKew:And it's also, I think it's an opportunity. I think everyone listening should be embracing this and excited as much as possible and spending a lot of time investing in things that we're talking about today. Because if you could go back, like you talked earlier, if you could go back and do 2004 again, or 2003 when AdWords came out, you could probably be a billionaire if you could do that again, right? I think you can do it again now, though. I think if you sell supplements to, I don't know, weightlifters today, right? And you're not an Amazon brand, hypothetically. Yeah. And you're the 50th biggest brand in America, right?

1:04:06And I mean online, I'm not talking channels, I'm just talking like on brand store. I think you have a ridiculous level opportunity to be the second biggest brand. It's a case of jumping the queue is what I'm saying. It's not the fact that there's anything to worry about. It's the fact that if you look at, I sell the most amount of handbags in the US. I sell the most amount of flat caps in the US. The opportunity lies for the 150th biggest selling flat caps variety in the US, because they can definitely be the top 20, because that's the pivot. It's not the fact that the one needs to worry or the 150 necessarily needs to worry.

1:04:43It's the fact that this level of divisions that I think brands have the opportunity to jump now, why be scared? People are still going to transact. People still need products, right? They're still going to buy them. It's not going to change. It's just, if your tactic is very universal of this is my current formula to achieve that, well, that's not going to be the same. That's fine, right? That's fine. The brands that are looking at the ways are going to overtake you. So I don't worry about e-com. I'm so excited about it. I don't worry about Shopify brands in any way. Like it's going to go up. There'll be more spend on e-com in the next two years than than they've ever been.

1:05:20That's a certainty. But the way they spend and the things that they need to be delivered will drastically change. So it's the jump, it's the order of play as opposed to being scared. So I just want to point that out is I'm excited hugely by this year. Like I can see how this is about to clear and I think everybody should get excited about it because the old guards potentially going to have to you know step aside to a degree and i think that's exciting for challenger brands

1:05:52Gavin McKew:well i think this is a great way to end it i definitely could go on for an hour or two i think i got through not even a quarter of my questions but that is that's okay that's how it goes oh well you know what with things changing and evolving so fast in the space i'd love to have you on again in the future because it'll probably i love that's it four months i love that it'll certainly be different in four months than now and i think understanding that space and i think as well kind of reassuring brands that it does change to a degree but really right now is it's a case of get your day ready and make sure your market and spend's ready and there's a lot of other things that live around that and the value that you can give around what that does things will change drastically in five years so i think i really i've had a really great chat with you there jay and like i've super enjoyed it i really appreciate you asking me to come on oh me too where can people go to learn more about you if they want to connect with you what social platform where do you want to send people yes yeah so so yeah i'm on linkedin it's my most prominent channel i don't write that much to be honest but i work for shero commerce that's like my you know that's what i do so shiro commerce is an agency if anyone's looking for any advice around anything i've talked about please do visit shiro commerce and have a chat with me i worked on brands so i know what it's like to work with agency and i understand yeah like how you can cut through where it needs to live and that's i'm on twitter and you can kind of follow me on there but linkedin is definitely where i write most of my content and most of my learning so it's just gavin mccue on linkedin and i'll make sure to include all those in the show notes as well too.

1:07:35Gavin McKew:Gavin, thank you so much. This was a ton of fun. Thank you, brother. Well, that was an amazing episode. I'm so glad we are able to get this out so fast because it's super timely. I will definitely have Gavin on again because things are moving so fast in the AI world and in three or four months from now, things can be totally different. So we're going to definitely make sure we stay on top of this. Now, as you know, at the end of every episode, I like to give a 1 % win, a tip that helps you grow your store at least 1%. Because if you grow your store 1 % a day, at the end of the year, you're 3 ,700 % better because that's what 1 % compounds to.

1:08:14Gavin McKew:So I wanted to share a tip based off of the theme from today. So here's your quick win for today. Add one unusual but high signal spec, specification to every top product page. What I mean by unusual but high signal is say you sell a bag, the spec might be fits in a united overhead bin. If you sell cookware, maybe it's the spec is safe on ground on granite countertops, no micro scratches. If you sell apparel, say it's a black shirt, the spec is black stays true after 20 cold washes. These are the tiebreakers when an AI agent is deciding between you and the dozens of other lookalike products. When someone says, I am looking for a black t-shirt under$30 that doesn't fade after 10 washes.

1:09:07Gavin McKew:If you have that specification on your product, you're going to show first. Now, it's a different way of thinking than how we traditionally think about SEO and keyword stuffing and links and blogs that link to it. This is positioning your product to solve a problem, but thinking about the problems that someone is asking about. Shoppers and agents, they're searching in outcomes. They're searching for results. You have to switch the way you think. So when someone asks, will this arrive by Friday and fit in my carry on, the listing with that exact spec is going to be what wins. So having delivery date estimations in your metadata and having specs that say fits in overhead carry-ons, fits in certain types of cars, fits a bike, fits in the backseat of a Toyota.

1:09:56Gavin McKew:They literally put that on there. Vague specs that just have measurements and make you have to compare, they won't win. So here's how you can ship this week. Just pull your top 20 SKUs by revenue. Go in Shopify. You probably know them off the top of your head. Sort by highest revenue, your top 20 SKUs. Now, skim reviews, returns, support tickets for the most repeated will it question. You can do this with AI too. Take all your reviews, export your tickets from Zendesk or Gorgeous, put them into a LLM, ask ChatGP, what are the most common questions people ask about this product? And then write up crisp one line answers in plain language and keep it measurable and verifiable so it will fit in here.

1:10:39Gavin McKew:Does not scratch countertops, will not fade after 20 washes. and then put it on those product pages under a what buyers really ask or a maybe a good to know section so add a new block on your product page good to know and what buyers are asking and then put that information there now track add to cart and click through from that block for 14 days and I guarantee you will see an increase so you'll do this you'll rank better in agent conversations and you'll convert the human readers too, which is ultimately your goal. So that's it. That's your tip for today. And I have a favor to ask you before you go, if you're going to put that, if you're going to implement that tip, if you just thought, oh, that's a great tip, leave a five-star review for this podcast.

1:11:26Gavin McKew:If you are going to use that tip, doggone it, you better leave a five-star review because good karma. But seriously, I appreciate all the five-star reviews. We've been getting a lot coming in. If you're enjoying this podcast, if you're getting anything from it, And if there was anything from this episode that you thought was relevant to you, say thank you by leaving a five-star review. These podcasts are free. We want to keep doing it. We want to keep growing it. We want to keep providing valuable information that helps you grow your Shopify business. Thank you so much to those that have left one.

1:11:57Gavin McKew:And if you leave a comment as well too, make sure you email me, jay at shopify1percent.com. I do have a special gift for you. Thank you so much. And we will see you on the next episode. Thank you.