What Shopify Editions (Horizons) means for SEO

Shopify has just dropped its latest Editions update, "Horizons," and while there’s been plenty of buzz about AI tools and shiny new features, we’re focusing on what really matters for SEO. Here’s a quick breakdown of the three key areas we think store owners, SEO specialists, and eCommerce teams should pay attention to.

1. Multi-business selling and Shopify Markets

For years, one of the biggest operational headaches has been the limitation of running multiple businesses through Shopify Markets - specifically, the requirement to use a single bank account. With Horizons, Shopify has finally addressed this, making it possible to link multiple entities with different bank accounts into Markets.

From an SEO perspective, this opens the door for more brands to move onto Markets, which offers a much more flexible international setup. Expect to see more brands consolidating their international presence under single stores, simplifying domain strategies, hreflang configurations, and technical SEO workflows. This is a huge win for scaling international SEO efficiently.

2. Shopify Catalog and the ChatGPT connection

One of the most interesting under-the-radar developments is Shopify Catalog, which appears to be tied to the leaked details about Shopify, ChatGPT, and OpenAI collaborating on enabling direct checkout within ChatGPT.

Why does this matter? Because it signals the rise of a new product discovery channel. Ecommerce hasn’t seen a major new discovery channel since the rise of Meta ads, and this points to where buying journeys are heading: AI-driven interactions.

For SEO teams, this makes foundational product data work more important than ever. Clean attributes, a clear taxonomy, rich product metadata - all the things that make your product catalogue structured and machine-readable - will give you a head start when Shopify Catalog rolls out more widely. Now is the time to tighten up your data hygiene.

3. Shopify Knowledge Base and integrating FAQs

Shopify has launched a Knowledge Base app that lets merchants push FAQs directly into ChatGPT. While the current setup seems focused on brand-level FAQs (like returns, shipping, or pricing), you can easily imagine a future where this expands to product- and category-level content.

Even at this early stage, it’s worth investing in good FAQ content. We’ve been testing this on the Blink site, pulling meta-object FAQs through onto storefront pages to ensure the content has a visible frontend presence, not just a backend function. Our advice: start gathering and structuring your most common customer questions now, so you’re ready to feed high-quality content into these emerging systems.

Horizons offers a glimpse into Shopify's roadmap, and while many features are operational or developer-focused, these three updates have clear implications for SEO and site discoverability. For our clients and partners, we’re already baking these into roadmaps and conversations, and if you want to explore how your store can stay ahead, we’re always happy to chat.