Shopify Plans Longer Holiday Push for Shop App With New Deals Feed and Pay-Per-Sale Ads

Quick Facts

Shopify will run a multiphase, extended holiday campaign for the Shop app, moving beyond the traditional Black Friday-Cyber Monday window.
The new Deals Feed lets merchants surface discounts to more than 100 million Shop app users directly inside the app.
Shop Campaigns, a pay-per-sale ad program, has generated over 10 million sales for merchants and now reaches ChatGPT, Pinterest, and the open web.

Shopify is preparing its most aggressive holiday push yet for the Shop app, stretching its marketing window well beyond Black Friday and Cyber Monday. Jess Jacobs, VP of Consumer Marketing and Head of Growth for the Shop app, confirmed the plans to Retail Brew at a Shop app event in New York City.

“We plan to have a multiphase holiday period during a much longer window than previous [years], and we don’t want to inundate with the same message over and over throughout the entirety of [the] holiday season,” Jacobs said.

The shift reflects changing shopper behavior. According to Shopify’s 2025 Global Holiday Retail Report, 26% of shoppers start holiday purchases by the end of September.

What the Shop App Is Now

The Shop app launched in 2020 as a package tracker. It has since become a customer acquisition and retention channel built on top of Shop Pay, Shopify’s accelerated checkout. When a buyer uses Shop Pay on any Shopify store, their data is saved and accessible across all participating merchants.

The app now has more than 100 million users. Shopify reports 250 million verified shoppers across Shop Pay and the Shop app combined. Customers who track orders through the app show a 9% higher repurchase rate.

During BFCM 2024, over 104 million packages were tracked globally through the app.

New Tools for Merchants

Shopify has launched the Deals Feed inside the Shop app. The feature lets merchants showcase discounts, price drops, and exclusive offers directly to verified shoppers. It includes a banner at the top of the Shop store and contextual discounts that appear on product detail pages.

Shop Campaigns, a pay-per-sale advertising program, lets merchants pay only when a customer converts. Merchants can create a new campaign in under two minutes on average. The program has produced over 10 million sales and now extends beyond the Shop app to ChatGPT, Pinterest, and the open web.

Shopify’s Winter ’26 Editions update also adds shoppable videos to the Shop app, expanded order tracking, and stronger marketing automation tools.

The AI Commerce Play

Shopify is positioning the Shop app as part of a broader AI commerce push. Through its Catalog product and the Universal Commerce Protocol, eligible merchant products can be discovered and purchased inside ChatGPT, Microsoft Copilot, and Google’s AI Mode.

Shopify President Harley Finkelstein described the direction in a recent statement: “Both agentic and the Shop app are two major legs of our stool for the future.”

Mark William Lewis, founder of e-commerce agency Netalico, said Shopify is working to position the Shop app as a competing traffic source against channels like ChatGPT.

Platform Scale Behind the Push

The holiday campaign comes as Shopify’s platform reaches new scale. During BFCM 2025, Shopify merchants recorded $14.6 billion in sales, up 27% year over year. Over 81 million customers bought from Shopify-powered brands during that period, with purchases peaking at $5.1 million per minute at 12:01 PM EST on Black Friday.

For full-year 2024, Shopify’s gross merchandise volume hit $292.28 billion, a 24% increase year over year. The company holds a 30% share of U.S. e-commerce.

For merchants on Shopify, the expanded Shop app holiday campaign and the new Deals Feed represent a significant push to drive repeat purchases and lower customer acquisition costs heading into the most competitive retail period of the year.