Shopify Acquires Vantage to Boost AI Search
Shopify has acquired Vantage Discovery, a startup focused on building AI-powered search technology for retailers, as part of its ongoing push to deepen its artificial intelligence capabilities.
Founded in early 2023 by former Pinterest engineers Lance Riedel and Nigel Daley, Vantage Discovery was created to bring “Pinterest-like” search functionality to any e-commerce business. By leveraging large language models (LLMs), the company helps retailers enhance their on-site search tools, delivering more personalized and relevant results for shoppers browsing product catalogs.
“In the past, machine learning and AI had been held by some of the much bigger companies,” Daley said in an earlier interview. “Now with Gen AI and technology like Vantage Discovery, we can bring that same power to any retailer, from the smallest mom-and-pop shop to massive enterprises.”
Riedel, who previously led the development of Pinterest Shopping, announced on LinkedIn that Vantage would integrate its technology directly into Shopify’s commerce platform. While details of the deal remain undisclosed, both founders have confirmed the acquisition.
This move continues Shopify’s AI-focused acquisition streak. The company has quietly acquihired at least six startups in 2024 alone, each targeted at bringing specialized AI talent into the fold. “These have been very tactical, thoughtful AI hires,” Shopify CFO Jeff Hoffmeister said during the company’s February earnings call.
As Shopify doubles down on personalization, automation, and smarter commerce experiences, the addition of Vantage Discovery signals a clear intent: to empower retailers of all sizes with next-gen AI tools once only available to tech giants.
