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Shopify Editions Summer ‘24: Key Announcements & Implications for Brands & Developers


At Shopify, announcements as part of Editions Summer ‘24 have set the stage for exciting developments in the world of ecommerce. Our team breaks down the most impactful updates for brands and developers.


Headshot of Tiffany Le, Brand Marketing Manager at Domaine.

Tiffany Le

Brand Marketing Manager

Shopify Editions logo and Shopify logo superimposed on an image of a disco ball.

At the recent Shopify conference, updates and announcements as part of Editions Summer ‘24 have set the stage for exciting developments in the world of ecommerce. The Domaine team was on the ground in Toronto, attending workshops, talks, and events across the conference.

During the after after-party at the Toronto Partner Meetup after, we interviewed leaders in the industry to get a pulse on what releases and announcements have the biggest potential to impact the industry. We captured a variety of perspectives from brands, partners, and competitors alike.

Our Tech Leads Allye Vice, Christina Douzmanian, and Meder Toktosunov, Technical Solutions Architect Sean Dunaway, and Senior Engineer Colin Rabyniuk summarized and analyzed the key highlights, announcements, and implications from Summer ‘24 Editions below, diving into our perspectives on what these changes mean for brands and developers alike.

Managed Markets: Simplifying Global Expansion

While Shopify's journey began with small and medium merchants in North America, they have since expanded into a global platform leader fit for international enterprise brands. As their merchants grew in size and their ecommerce operations became more complex, Shopify has released product update after product update to meet these requirements head on. Many of the updates announced at Editions Summer ‘24 further solidify Shopify’s position in the enterprise space.

Managed Markets is an upgrade to the previous Markets Pro offering, as part of Shopify’s efforts to unify commerce between channels. The new capabilities of Managed Markets have the potential to help merchants enter foreign markets in a matter of days (and not months) while maintaining high conversion rates.

Key Improvements

What This Means for Brands

These improvements make it easier for existing Shopify merchants to expand globally and removes barriers for more enterprise brands to migrate to the platform. Managed Markets falls under Shopify’s new Markets product-suite, which includes cross-border, retail, and B2B offerings that all work together to create unified commerce under a single admin. By reducing the complexity of entering new markets, Shopify is positioning itself as the go-to platform for global ecommerce.

Extensibility: Amplifying Shopify’s Checkout Experience

It’s clear Shopify’s checkout is the fastest and highest converting checkout in ecommerce. Shopify has invested deeply in continuously improving their checkout, and the latest announcements made at Editions are no exception. They announced enhanced capabilities that have the potential to have a big impact on how customers interact during both the shopping and checkout processes.

Key Releases:

What This Means for Brands

These updates provide safe and secure ways for brands to personalize their checkout experience depending on their business and operational requirements. These updates also provide merchants increased ability to extend the brand experience throughout checkout, without compromising on performance and conversion.

Shopify’s Product Data Model: Improving Product Discovery

Another significant announcement from Editions is Shopify's new standardized product taxonomy. This predefined set of product categories, attributes, and attribute values is designed to enhance product management and streamline sales across various channels.

Key Features:

What This Means for Brands

This new product data model can speed up how brands create and classify products, improve cross-channel sales, and most importantly, drive increased discoverability of products, all powered by AI. Not only does it optimize product listings on a merchant’s ecommerce site, it also provides consistency and efficiency in managing extensive product catalogs.

New & Improved Storefront APIs and Functions: Enhancing the Developer Experience

This Editions introduced several new features and improvements to Shopify's APIs and Functions, aimed at creating a more consistent and efficient developer experience.

Key Updates:

  1. Improved Efficiency: GraphQL APIs can streamline data fetching, reducing the need for multiple requests and improving performance.
  2. Greater Flexibility: Merchants can retrieve precisely the data they need, minimizing bandwidth usage and simplifying data handling.
  3. Cost Savings: By reducing the complexities and costs associated with API calls, merchants can optimize their resources and potentially lower operational expenses.

What This Means for Brands

While these changes may be most exciting for the technical folks, they will have a big impact for merchants. These efficiencies will improve development speed and platform performance, with the potential to reduce operational costs for brands. It’s another example of Shopify’s continued commitment to innovation.

Updates to App Growth: Building Trust with “Built for Shopify”

The "Built for Shopify" badge for apps is not new, but the conference provided more clarity on what it represents within the Shopify ecosystem. It signifies high trust; only apps that meet Shopify’s rigorous criteria for performance, design, and integration are badged, signaling to merchants that they are a good match for their needs.

Standards for “Built with Shopify”

Performance: Apps must perform well for both buyers and merchants, with tools like Lighthouse used for testing.

Design: Apps should be informative, manageable, and intuitive, following guidelines that cover common and critical design patterns.

Integration: Seamless integration to Shopify is crucial, with no need for additional logins and third-party connections outside of the Shopify admin.

What This Means for Brands

For Domaine and our clients, even though we are not directly involved in third-party app development, understanding these standards helps us trust and recommend apps. Aligning our standards with Shopify and expanding upon them helps us propose the best technology for our clients.

Hydrogen Visual Editor: New Possibilities for Headless

Another interesting announcement at was the introduction of the Hydrogen Visual Editor powered by Utopia. This CMS tool has the potential to innovate how headless sites are managed by allowing users to edit the visuals and code of their site simultaneously, while syncing both. This development could open the door for non-technical team members to make certain updates to a headless site without the need for a developer. It’s exciting to see Shopify invest an increasing amount of time and effort into headless, in the way they previously did for Theme Editor.

Key Features:

What This Means for Brands

Shopify is gearing up to bring key features of Theme Editor to the headless space. With the ability to make changes without a developer, brands can achieve greater agility and autonomy, even with a complex headless site. While the release is slated for the Fall, and there are still some uncertainties, the potential of this tool, particularly for enterprise brands, is undeniable. We’re eager to build demos and explore its capabilities further.

Conclusion: Exciting Prospects Ahead

This summer’s highlights Shopify’s commitment to innovation and empowering both merchants and developers to take full advantage of their platform capabilities. From the Hydrogen Visual Editor, to Managed Markets, and the robust enhancements in APIs and checkout extensibility, these updates promise to shake up the ecommerce landscape.

While some features are still in development and expected to be released later this year, the anticipation is palpable. For brands and developers alike, these updates represent an exciting opportunity to build more dynamic, efficient, and personalized online shopping experiences.

As our CRO Mac King mentioned during his interview, our team has a field day dissecting the announcements and updates when they are released. We look forward to experimenting with these new tools and building demos, and continue to build world-class experiences for our clients.

Tiffany Le

Brand Marketing Manager

Meet Tiffany, Brand Marketing Manager at Domaine. Tiffany started her ecommerce career within fashion, before transitioning to the agency world. Formerly on brand and content marketing teams at SSENSE and Psycho Bunny, she thrives on creative exploration and collaboration. Tiffany lives in Montreal QC, where she's a member of an art collective, often painting, sewing, and snowboarding.

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We’ve developed over 300 Shopify sites for brands ranging from Laura Mercier to NOBULL, and are committed to crafting innovative, boundary-pushing commerce solutions.

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