19 Shopify experts, agencies and merchants around one table, talking about the stuff that keeps ecommerce teams up at night… in a Grand Designs building! 🏡 Last week we co-hosted a dinner with our friends at Loxa at their head office. Our CEO John Readman joined Jamie Hamer and Anugrah Pundir to lead the discussion on: 🎯 Black Friday returns and what they’ll do to margins this year 🎯 Which Shopify apps are earning their place in the stack, and which aren’t 🎯 Aftercare as a real point of difference   One thing was clear: The brands that win at BFCM aren’t chasing the biggest sales day. They’re tracking profit after returns and ad spend, not just revenue. They’re cutting the apps that don’t pay their way before peak, not after. And they’re using aftercare (insurance, warranties, a proper returns experience) to turn one-off Black Friday buyers into repeat customers.

Stop wasting time just to get to the answer.  ASK BOSCO® AI Analytics for Shopify brings your store revenue and your marketing data from Meta, Google Ads, GA4, Klaviyo and more into one place. Then it matches what you spent on ads to the money that actually came in. So when your CFO asks “how did you get that?”, you’ve got an answer. And your meetings can go back to deciding what to do next, instead of debating whose numbers are right. It sits inside your Shopify admin and makes no changes to your store. Nothing to break, and no developer needed to get started. hubs.la/Q04B-YgT0

That’s a wrap on this morning’s Shopify breakfast 🥐 Great couple of hours at Eight Club in Moorgate with John representing ASK BOSCO®, alongside senior Shopify folks and a brilliant room of Shopify Plus partners talking ecommerce growth, scaling agencies, and where the platform is heading next Thanks to Eight Club London for hosting, and to 9x9 Digital, Brand42, Unified, Made by Field, EnableAll, hubs.la/Q04B_yqq0, Superco and Quickfire Digital for the conversation and the company Always good to get the Shopify Plus partner community in a room together 🙌

Your PPC account hit its ROAS target. So why does it still feel like something’s off? 👀 Because a blended number can hide a lot. Efficient brand campaigns quietly prop up generic ones that are losing money. Google and Meta both claim credit for the same sale. Three people pull the same metric on three different days and get three different answers, and the meeting that should be about what to do next gets spent arguing over whose number is right. That’s the hidden cost of PPC reporting without a single source of truth. It’s the 6 to 8 hours a week industry estimates say in-house teams lose to manual reporting.  Read the full blog 👉 hubs.la/Q04BfbZ20

🌅 Breakfast with the Shopify Plus community is underway Our Founder and CEO John is at Eight Club London in Moorgate this morning, joining people from Shopify and a room full of Shopify Plus partners for a morning of ecommerce talk: what’s working, what’s not, and how agencies are scaling in 2026 Great to be in the room with 9x9 Digital, Brand42, Unified, Made by Field, EnableAll, hubs.la/Q04B_7BP0, Superco and Quickfire Digital, plus the team at Eight Club London for hosting More from the day to follow 👀

You hit your ROAS target. Great. But did you actually make money? 🤔 At our peak webinar last month, John Readman explained why ROAS alone can give you a false sense of security: "ROAS is very much a revenue metric. It doesn't know what an item cost you. It doesn't know whether it's being returned. It doesn't know whether that customer ever buys again." In other words, you can hit your ROAS target, hit your revenue target, give yourself a pat on the back, and still be losing money. With peak just around the corner, it's worth asking whether the numbers you're optimizing for are the ones that actually grow your business. Missed it live? Watch the full webinar here 👉 hubs.la/Q04BwD7q0

You hit your ROAS target. Great. But did you actually make money? 🤔 At our peak webinar last month, John Readman explained why ROAS alone can give you a false sense of security: "ROAS is very much a revenue metric. It doesn't know what an item cost you. It doesn't know whether it's being returned. It doesn't know whether that customer ever buys again." In other words, you can hit your ROAS target, hit your revenue target, give yourself a pat on the back, and still be losing money. With peak just around the corner, it's worth asking whether the numbers you're optimizing for are the ones that actually grow your business. Missed it live? Watch the full webinar here 👉 hubs.la/Q04Bf8Qk0

If your mornings start with logging into five platforms and pasting numbers into a spreadsheet, you’re not alone. It works, mostly. But when someone asks, “Which figure is right?”, it’s hard to give an answer you’d stand behind. ASK BOSCO® AI Analytics for Shopify brings your store revenue and your marketing data from Meta, Google Ads, GA4, Klaviyo and more together in one place, then matches your Shopify ad spend to the money that actually came in. No pixel. No extra number to argue about. Just figures that add up to your real sales. That means the next time your CFO asks “how did you get that?”, you’ve got an answer. And your trading meetings can go back to deciding what to do next, not debating whose numbers are right. It lives right inside your Shopify admin and makes no changes to your store, so there’s nothing to break and no developer needed to get started. hubs.la/Q04Bf8jq0

Black Friday is six weeks away. Do you know where your budget should go? 🎯 Most teams plan peak spend the same way every year: last year's spreadsheet, a few educated guesses and a lot of hoping. Then November arrives, CPCs climb, and there's no time to work out what's actually driving revenue. ASK BOSCO® connects your ad spend and ecommerce data in one place. Then ask AI Analyst to forecast where your budget will work hardest, so you go into peak with a plan, not a hunch.

Lots of dashboards. No clear direction. Sound familiar? 📊 Many marketing teams track every metric going: CTR, CPA, ROAS, bounce rate. But when someone asks "are we actually hitting our goals?", nobody has a straight answer. Others have the opposite problem. Big, ambitious goals like "become more efficient", but no data to prove whether they're working. The fix isn't choosing between the two. It's using KPIs and OKRs together. KPIs show you where you are right now. OKRs show you where you're trying to get to, and by when. Emily Hakner breaks down the difference, with real marketing examples of how to turn everyday KPIs into quarterly OKRs that actually mean something. Read the full blog 👉 hubs.la/Q04zzcd_0

🚨 Stop chasing perfect attribution this BFCM. 🚨 That's the advice from our CEO John this holiday season. We're pleased to have contributed to the WIRO Agentic Commerce BFCM Playbook, alongside a great group of best in class agency and technology partners. If you're preparing to conquer BFCM in 2026, it's well worth a read. You can download the playbook here 👇🏻 hubs.la/Q04B0kPP0

Our take from Shoptalk Fall in Nashville 🇺🇸 Honestly? Retail is at a bit of a crossroads right now, and you could feel it in pretty much every conversation. What really stuck with Phil Wright, our Performance Consultant, was just how open everyone was. Retailers and brands talked candidly about where they're heading next year, and most are rethinking how they work, getting AI doing jobs and finally tackling those tech stacks. Thanks to everyone who stopped to chat with us in Nashville. We loved every minute 👏

GA4 says one thing. Shopify says another. Meta and Google say something else again. Sound familiar? 👀 If your mornings start with logging into five platforms and pasting numbers into a spreadsheet, you're not alone. It works, mostly. But when someone asks "which figure is right?", it's hard to give an answer you'd stand behind. ASK BOSCO® AI Analytics for Shopify brings your store revenue and your marketing data from Meta, Google Ads, GA4, Klaviyo and more together in one place, then matches your ad spend to the money that actually came in. No pixel. No extra number to argue about. Just figures that add up to your real sales. hubs.la/Q04zzbgY0

Your team, your clients, your rules. Why should your analyst be one-size-fits-all? 🤷 With our AI Analyst in ASK BOSCO® AI Studio, you can build your very own personalized analyst and make it totally yours.  Pick up to 5 data models, give it custom instructions and tailor it to a specific team, client or use case. Then share it, so everyone starts in the right place with the right definitions, every single time. Paid media? Build one for that. SEO? Build one for that too. Managing 15 client accounts as an agency? Give every client their own. ✨ hubs.la/Q04ySwx90

Are you setting your marketing budget in January, then realizing by March the numbers are already wrong? Most teams are still planning spend on gut feel or last year's spreadsheet and finding out too late that it didn't hold up. A budget forecast changes that. It's a live prediction of what your spend will actually deliver, updating as new data comes in, so you catch the wasted spend and missed targets before they happen, not after. We break down exactly how to do it with ASK BOSCO®, from connecting your data to generating a forecast. Read the full guide 👇 hubs.la/Q04ySvVh0

Beating last year's ROAS target isn't the same as having a great peak. It's easy to optimize to the number you've always optimized to. But if that number doesn't reflect what actually grows your business, you could hit every target this peak and still come out behind. In our recent webinar, John Readman asked Dan one question: what is the retailer who's going to have a great peak doing differently to everybody else? His answer? Alignment. "It's the marketers and the finance team being in alignment on what good looks like. Whether that's margin, LTV or new customer acquisition, it's agreement on what the goal is, and tracking and planning for that throughout." In other words, the retailers who win peak aren't chasing ROAS for ROAS's sake.  Missed it live? Catch the full webinar here 👇 hubs.la/Q04yStv50

Here's what the ASK BOSCO® team got up to in September: 📊 Peak webinar With peak season fast approaching, we went live to talk about how to optimize your ROAS and set your business up for its best peak yet. Missed it? You can still catch the recording on demand. 🛍️ eCommerce Expo, ExCeL London We spent two days talking all things ASK BOSCO® with retailers, brands and marketers.  💡 Big Data LDN, Olympia London Straight into another event, where we joined the data and analytics community to explore how smarter data leads to smarter marketing decisions. 🏆 Modofest Awards To start the month, we celebrated the people who make it all happen. Congratulations to all our standout winners, and thank you to the whole team for everything you do.

Two new features have landed in ASK BOSCO® AI Analyst: 🧠 Analysts - Build a scoped version of AI Analyst for a specific team, client or use case. Pick up to 5 data models, set custom instructions, and share it, so everyone starts in the right place, with the right definitions, every time. 💾 Personal Memory - Tell AI Analyst your role, region, preferred data sources or how you like answers formatted, and it applies that automatically in every session. No re-explaining yourself every time you open a chat. Whether you're running paid media, SEO, ecommerce trading, or managing 15 different client accounts as an agency, this is about getting consistent, on-brief answers faster, without holding it all in your head.

ChatGPT just became an ad platform, and Shopify is the first ecommerce partner in the door. US merchants can now sync their storefront, launch campaigns, and get products featured directly inside ChatGPT, a chatbot that hit a billion monthly active users faster than any app in history. International rollout starts September 23. But here's the catch most merchants will miss: many Shopify stores are already visible in ChatGPT for free through Shopify's Agentic Storefronts integration. This new ad product buys placement, it doesn't create visibility that wasn't already there. Before you spend anything, find out where you actually stand. We break it all down 👇 hubs.la/Q04yc4kr0

The ASK BOSCO® team is in Nashville for Shoptalk It's always great one to be here, and we're here to talk about how you can plan 2027 with confidence. 👋 Look out for us on the floor and come say hi.