Shopify is implementing significant updates to its Shop channel, removing shoppable videos and posts from product pages and Shop Stores as of October 15th, 2025. This strategic shift aims to enhance buyer discovery and shopping experiences through a new web-based platform. While some features are temporarily removed, Shopify assures merchants that core functionalities remain unaffected, and the platform is focused on driving sales through improved discovery.
Key Takeaways
- Shoppable videos and posts are being removed from Shop product pages and Shop Stores on October 15th, 2025.
- This change is part of a migration to a new web-based platform designed to improve buyer discovery and shopping experiences.
- Shoppable videos will remain discoverable in Shop's home feed and will return to product pages and Shop Stores with enhanced discovery features.
- Shoppable post functionality is discontinued, with a focus on Shop Minis for buyer-first discovery experiences.
- Merchant's main Shopify stores and other sales channels are not impacted.
Migration to a New Web-Based Platform
Shopify's decision to remove shoppable videos and posts from specific areas of the Shop channel is a move towards a more robust, web-based platform. The company states this migration is intended to significantly improve how buyers discover products and enhance the overall shopping experience. This strategic pivot underscores Shopify's commitment to evolving its e-commerce solutions to meet changing consumer behaviors and market demands.
Shoppable Videos: Temporary Removal and Future Enhancements
For merchants who utilize shoppable videos, the content will continue to be accessible through Shop's home feed, a prominent location designed to maximize visibility among potential shoppers. Shopify has indicated that videos will eventually make a comeback to product pages and Shop Stores, but with advanced discovery features. This suggests a planned enhancement to how video content is presented and interacted with, aiming for greater engagement and conversion.
Shoppable Posts Discontinued, Focus on Shop Minis
The functionality for shoppable posts is being discontinued. Shopify is redirecting its efforts towards its Shop Minis platform, emphasizing buyer-first discovery experiences that are geared towards driving increased sales for merchants. While shoppable posts as they currently exist are ending, there's a possibility that some providers of shoppable post features may emerge as new, standalone Shop Minis in the future. This indicates a shift in strategy towards more integrated and streamlined discovery tools.
Unaffected Core Functionalities
Crucially, Shopify has reassured merchants that these changes will not impact their primary Shopify stores or any other sales channels they may be using. Shoppers will continue to be able to make purchases seamlessly through Shop, ensuring that the core e-commerce operations remain uninterrupted. The focus is on refining the discovery layer within Shop, not on disrupting the fundamental transaction process.
