Shopify has released new features for its Winter Edition rollout, including an AI-powered media editor for product images, improved semantic search, and better product variant showcasing.

The Magic Media Editor allows merchants to edit product image backgrounds and scenes using generative AI technology.

Merchants can choose from seven styles or type a prompt to generate a new background.

The media editor can also match an image’s background style with an existing image for brand consistency and remove unwanted backgrounds.

Shopify has experimented with generative AI-based tools for merchants in the past, such as the Sidekick bot.

The new semantic search goes beyond matching keywords and can understand the context of a search query.

Shopify has also introduced tools for better merchandising, allowing merchants to showcase different variants of a product with unique descriptions, galleries, and URLs.

The new headless storefronts allow B2B merchants to use custom front-end solutions while accessing a back end through Shopify-specified APIs.

Shopify raked in $1.7 billion in revenue with a 25% year-on-year growth for Q3 2023.

The company laid off 20% of its staff (more than 2,000 people) in June 2023 and sold its logistics business to Flexport in exchange for 13% stock.