Growth & retention
Post-purchase Brand Agent
Definition
A Shopify Brand Agent (Spring '26 edition, currently Shopify Plus only) scoped to post-order conversations — order status, delivery issues, warranty, product care, and returns — with access to live order data and the merchant's enriched catalog.
Defined in Post-Purchase Brand Agents: Support That Sells.
Related terms
- Brand Agent
- Shopify's merchant-controlled AI shopping assistant, shipped in the Spring '26 edition on June 17, 2026, currently available to Shopify Plus merchants only.
- Shopify Plus
- Shopify's enterprise tier, currently the only tier with access to Brand Agents and Copilot Checkout — a gating factor merchants on lower plans need to plan around.
- Owned channel
- A communication channel where you hold the relationship directly — email and SMS lists built on explicit consent — as opposed to rented reach (ads) or mediated reach (assistant shortlists). No algorithm re-ranks who receives your message.
- Machine-visible trust
- The subset of your operational performance an AI system can verify from data: review content and velocity, delivery-time consistency, return and dispute rates, published policies, and support outcomes. Agents can't feel your brand; they can read your record.
- Zero-party data
- Information a customer intentionally and proactively shares with you — preferences, intentions, context — as opposed to data observed from behavior or bought from third parties. It is consent-clean, regulation-proof, and more accurate than inference.
- Agent-influenced arrival
- A new subscriber whose path to signup included an AI assistant's recommendation, comparison, or summary - on-site (a Brand Agent conversation) or off-site (ChatGPT, Claude, Perplexity, Gemini, Google AI Overviews, or Amazon's Rufus). Distinct from organic browsing, where the shopper found and evaluated the brand unassisted.
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