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In this episode of the DTC Podcast, we break out of pure DTC and dive into the future of retail with Shopify’s VP of Retail, Ray Reddy. We explore how Shopify is transforming POS from a mere checkout tool into a full commerce operating system, unifying online and offline, unlocking customer data in-store, and embedding AI automation in the merchant workflow.

What You’ll Learn:

Why treating POS as an operating system (not just a terminal) opens new growth levers

How Shopify enables 50–60% customer identification in physical stores (via Live Lookup)

What technical challenges (tax, permissions, compliance) matter most in unified retail

How Shopify is integrating AI to automate catalog, imagery, and advisory tasks

The importance of choosing a commerce partner for the next 5–10 years

Best Moments / Key Themes:

Evolving POS from add-on to core product

The “unified data model” philosophy versus stitched integrations

Role of AI in freeing up founders to focus on growth

The customer experience transformation in stores

The migration trade-offs and how Shopify approaches them

Whether you’re a DTC brand exploring brick‑and‑mortar or a retail brand scaling omnichannel, this episode is full of tactical thinking about infrastructure, identity, and future proofing.

Timestamps:

00:00 Shopify POS as an operating system

04:00 How Shopify’s POS evolved beyond an add-on

08:00 Why offline retail remains a massive opportunity

12:00 Unified commerce and eliminating system complexity

17:00 Unlocking customer data and personalized retail experiences

24:00 Building with platform primitives and enabling innovation

25:00 How AI is transforming Shopify’s POS and merchant support

31:00 Preparing for the next major tech shift in commerce

Hashtags:

#Shopify #POS #RetailTech #UnifiedCommerce #EcommerceStrategy #Omnichannel #RetailInnovation #AIFuture #ShopifyPOS #DTCpodcast #DirectToConsumer #RetailTransformation #AIinRetail #CommerceTrends #ShopifyTips

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Ep 549: The Future of Unified Commerce with Shopify's Head of Retail, Ray Reddy

DTC Podcast