#BlinkTank: UCP in the wild, and Bing launches AI tracking feature
The "Wild West" of AI is finally getting some borders. Usually, in this industry, we get an announcement and then wait six months for a beta. Not this time. Elsewhere, we are seeing some really interesting platform updates - from the first official attempt to track performance within LLMs to real-world sightings of AI shopping. It’s a sign that the transition from concept to execution is happening right now.
UCP in the wild: Etsy and Wayfair
On that note, The Universal Commerce Protocol (UCP) is officially moving at breakneck speed. Only a few weeks after the initial announcement, Google has already begun making items from Etsy and Wayfair shoppable directly within its agentic AI search results.
This is a massive signal of intent. It shows that the infrastructure for a "distributed catalogue" isn't just some future roadmap item - it is being integrated as we speak.
We have been asked by plenty of clients whether they should sign up for the UCP waitlist. While Shopify will likely handle the heavy lifting for the direct integration, there is no harm in joining the list yourself just to stay updated.
📎 Google makes Etsy and Wayfair items shoppable within agentic AI search
📎 Join the UCP waitlist here
Search Shopify products using UCP
On a related note, if you are a Shopify brand and you are curious about what is actually being indexed by these agents, there is a cool new alpha tool called AskUCP.
It is important to note that this is currently a Shopify-specific ecosystem play. The tool allows you to search the entire UCP catalogue to see how products are being mapped and surfaced. It is a great way to get a look under the hood of how the "agentic" web sees your product data.
📎 Search using AskUCP
Bing takes the lead on AI tracking
Bing has just launched its AI Performance report in public preview within Webmaster Tools. It is a really interesting update and the first of its kind.
Up until now, AI tracking has basically amounted to guesswork - trying to guess what users type into LLMs. While Bing’s tool is just a starting point, it is so much better to have a first-party starting point that doesn't rely on hacky nonsense. My bet is that Shopify and Google will follow with their own versions in the next couple of months.
📎 Introducing AI Performance in Bing Webmaster Tools
📎 The future of Shopify SEO: Our strategy for AI search
Shopify: Revenue records vs investor panic
Shopify reported its Q4 2025 results last week, and they were massive. Revenue was up 31% year-on-year, marking the biggest quarter in the company's history. CFO Jeff Hoffmeister made it clear they are doubling down on AI infrastructure, specifically referencing Sidekick, the Catalogue, and the Universal Commerce Protocol.
Despite this, the stock fell 11%. It looks like investors are panicking over an expected "SaaS bloodbath" caused by AI, which shows a fundamental misunderstanding of where Shopify is positioned. While other SaaS platforms might be under threat, it is unlikely that anyone is going to be able to "vibe code" a global commerce alternative to Shopify overnight.
📎 Shopify's FY 2025 results
The "Personalised Agent" promise: Wizard AI
Barely a month goes by without a hyperbolic launch, but Wizard might be one to watch. Co-founded by Marc Lore (Jet.com, Walmart) and Melissa Bridgeford, this AI-native shopping agent has emerged from four years of stealth. The goal is to replace "endless scrolling" with a personalised and streamlined experience. Given the track record of the founders, this could be quite interesting.
📎 AOL: Marc Lore and Melissa Bridgeford’s Wizard emerges from stealth:
"Marked down pricing" lawsuits follow ADA, CIPA
US brands have been accustomed to predatory lawsuits for ADA and CIPA compliance. Now, there are reports on Reddit regarding legal activity targeting brands "marked down pricing".
To be clear: we don't condone a lack of compliance, but many of these lawsuits are designed to extract settlement money from small businesses, not to help consumers. This is extremely tiring.
The EU AI Act and your Shopify store
The EU AI Act is coming, and it will have a tangible impact on eCommerce. From transparency requirements for AI-generated content to stricter rules on personalised pricing, brands selling in Europe need to start auditing their AI tools now.
📎 Will the EU AI Act Affect Your E-Shop in 2026? (Probably Yes)
Shopify Analytics: Filtering by metafields
Shopify now allows report filtering by metafields or metaobjects. For example, a beauty brand can filter reports by a "key ingredients" metafield (like "vitamin C"). This opens up huge possibilities and massively improves Shopify’s overall reporting and commercial insights.
📎 Shopify Changelog
Partner shout out: 1221 Brand
This week we want highlight to 1221 Brand. Nisha is absolutely lovely, and while her agency is relatively new, she is extremely experienced.
1221 focuses on email, CRM and lifecycle strategy. If you are looking for someone to support with this activity, Nisha comes thoroughly recommended.
📎 1221 Brand:https://www.1221brand.com/
📎 Nisha on LinkedIn
As ever, thank you all for reading and see you next week!
Sam
