The latest ecommerce news in marketing, measurement and Shopify. (October 26, 2026)
Shopify Rollouts can now schedule and A/B test catalog changes
Shopify announced on October 23, 2026 that its Rollouts feature now covers catalogs, letting merchants schedule product availability and pricing per market ahead of a launch.
Here’s what’s new:
- Activate, deactivate, or switch between existing catalogs at a set date and time.
- Run experiments between catalogs on the online store.
- Schedule catalog changes to go live alongside theme and checkout updates in a single rollout.
Catalog changes can be prepared in advance and go live automatically before a promotion or seasonal launch. This is a particularly significant update for merchants, ahead of the Black Friday / Cyber Monday weekend.
Meta turns on product browsing in your live ads this Wednesday
From 28 October, taps on Facebook and Instagram ads that are already running may no longer go straight to your website. Meta is switching on product browsing by default for existing ads, so people may first see product details and personalised suggestions inside the app. Unless you opt out, it happens automatically.
Meta says a test across roughly 117,700 advertisers delivered 3% more conversions on average. But according to some PPC experts, it doesn’t say which conversions were counted, how the test was designed, or what happened to cost and ROAS. A 16-day August test also says little about Black Friday.
Advertisers are pushing back, media buyer David Herrmann has found results credited to a creative were actually driven by an experience Meta generated around it, with no way to tell the two apart in Ads Manager. Others note the notice doesn’t even say which ad account it applies to.
You can opt out using the button in Meta’s email before Wednesday, or toggle it per ad in Advantage+ Creative and Destination settings at any time. If you’re not sure, opt out now and test it properly after peak season.
Google’s Gemini comes to DV360 and Search Ads 360
In Display & Video 360, Marketplace now uses Gemini models to curate personalised media bundles for live sports and tentpole events, which can be activated in a single click. LinkedIn’s CTV Ads programmatic inventory is also now available in DV360, so it can be bought, planned and measured alongside everything else.
Search Ads 360 gets a new Home experience. It’s a customisable view that uses Gemini to pull insights together, suggest optimisations and speed up execution.
Google also used the post to note that Gartner named it a Leader in the Magic Quadrant for Advertising Platforms, ranking it first across full funnel, awareness and performance use cases.
The direction is clear, Google wants more of the planning and optimisation work done by Gemini inside its own tools.
For more information on any of these stories, or for support with your marketing campaigns whilst trying to run your Shopify store, download our Shopify app and connect all your data into one place. One source of truth, so you can see exactly what’s making you money and what to do next.
