Shopify Powers Eshbal’s 20-SKU DTC Launch as AI Tools Challenge Amazon
SHOP•Shopify’s merchant-first AI tools, including Sidekick, discovery and payments, are positioned against Amazon’s AWS scale and custom silicon for broader AI commerce monetization. Separately, Spellbook has hired ex-Shopify CTO Jean-Michel Lemieux as an Executive Individual Contributor while Eshbal launched roughly 20 SKUs through new Shopify-powered North American DTC and B2B stores.
1. AI Strategy Comparison
Shopify continues to roll out merchant-focused AI features, leveraging Sidekick for personalized product recommendations, discovery algorithms for search optimization and integrated payment automation. Amazon counters this with its AWS-backed AI infrastructure and custom silicon, aiming to monetize AI at massive scale across web services and commerce platforms.
2. CTO Transition
Jean-Michel Lemieux, former Shopify and Atlassian chief technology officer, has joined AI contract platform Spellbook as an Executive Individual Contributor. His role focuses on accelerating AI-native coordination and decision speed, highlighting competition for top technical talent.
3. Eshbal DTC Launch
Eshbal Functional Food has launched North American direct-to-consumer and B2B stores powered by Shopify, offering approximately 20 SKUs across its Barili Foods, Gluten Free Nation and Dare to Be Different brands. This online expansion complements existing retail and foodservice partnerships with Kroger, UNFI, Sysco, US Foods and KeHE.
