This July, eCommerce platforms turned up the pace. Shopify upgraded its code editor and accessibility tools, and Pimcore geared up for the future with Studio and Symfony 7. With AI-powered innovations from Klaviyo, Amazon, and WP Engine also making waves, it’s clear the second half of the year is off to a strong start.
Let’s break down the updates, innovations, and events that made July one to watch in the eCommerce world.
Platform Updates
Shopify Introduced a New and Improved Theme Code Editor
Shopify is launching a new theme code editor. With the feature, you’ll get smarter search, real-time help with Liquid code, and options like dark mode to make editing more comfortable. Just use the usual “Edit code” button to access it. The new experience will be available to all stores over the next few days. It’s a small change that makes a big difference when working on your theme. Developers can expect a smoother and more intuitive workflow with this update.
Shopify Adds Support for Translating Image ALT Text Across Languages
Shopify now lets you translate image ALT text into multiple languages. This is great news if you sell internationally, as it helps improve both accessibility and SEO. You can add translations for all your product and content images. The process is simple and can be done using CSV file imports. This update ensures your store speaks more clearly to a global audience, both users and search engines alike. For step by step help, just check out the Shopify Help Centre.
Shopify Introduces Horizon Theme 1.0.5 Packed with New Enhancements
Shopify has released version 1.0.5 of the Horizon theme with several new features and improvements. You can now enable product card settings like “show second image on hover” and “carousel view.” The Hero section is also now clickable directly within the theme editor. This update includes multiple fixes for accessibility, image handling, and cart updates, especially for multi-locale stores. Merchants can expect smoother visual interactions and more control over how products appear to shoppers.
Pimcore Shifts Focus to Studio and Adds Symfony 7 Support
Pimcore’s latest 2025.2 release brings some big changes. They’re officially wrapping up new features for the Admin UI Classic Bundle, though bug fixes will still be accepted through 2025. The spotlight now moves to Pimcore Studio, which is getting closer to completion. There’s also partial support added for Symfony 7, helping future-proof your setup. On top of that, you’ll find improvements like drag-and-drop for tables, smarter filters, better export tools, and a Copilot upgrade with Hugging Face integration.
Industry Updates
WP Engine Introduces AI Toolkit to Improve WordPress Development
WP Engine has announced its new AI Toolkit, aimed at helping WordPress developers easily integrate artificial intelligence into their sites. The toolkit includes features like Smart Search, Generative Search, AI-powered recommendations, and a customizable chatbot framework. It’s designed to speed up the development of AI-driven features without the need for complex infrastructure. Developers can start using the tools immediately, with no prior AI experience required. WP Engine also plans to keep evolving the toolkit based on developer feedback and emerging AI use cases.
Amazon Q Business Adds Response Customization Features
Amazon Q Business now supports response customization, allowing administrators to tailor answers with specific tone, length, and formatting. These settings can be applied at the application level and are consistently enforced across responses. Admins can configure this through the AWS Console or API, and if customization is not applicable to a response, Amazon Q automatically reverts to the default. This feature helps businesses align AI responses with their brand voice and user expectations.
Klaviyo Unveils AI Shopping Assistant to Personalize Customer Experiences
Klaviyo has introduced a new AI shopping assistant called the Conversational AI Agent, now available in public beta. This tool is built to help brands deliver personalized shopping experiences by answering questions, offering suggestions, and guiding customers through purchases, without needing any manual setup. It is built into Customer Hub and quickly trains itself using a brand’s storefront data, such as product catalogs and FAQs, so it can start helping shoppers from day one.
Flipkart Launches 40-Minute Smartphone Exchange via Flipkart Minutes
Flipkart has launched an instant smartphone exchange program through Flipkart Minutes, allowing customers to trade in old or even defunct phones and upgrade to a new one in under 40 minutes. You can exchange phones in any condition and get up to 50% of the value based on the device’s state. The service, now live in select areas of Bengaluru, Delhi, and Mumbai, offers real-time valuation, doorstep pickup, and same day value application. With this launch, Flipkart becomes the first quick commerce platform in India to offer real-time smartphone exchange.
Upcoming Events
eTail Boston 2025 is All Set to Shape the Future of Retail and eCommerce
One of the biggest gatherings for retail and eCommerce professionals, eTail Boston 2025 is scheduled from August 11 to 14 at the Sheraton Boston. The event will bring together real world case studies, interactive sessions, and opportunities to connect with top retailers and technology leaders. Attendees can expect valuable insights on topics like omnichannel strategy, customer experience, data driven growth, and the use of AI in modern commerce. This year, key themes include performance marketing, customer loyalty, and the evolving shopping journey. There’s also a special “Women in eTail” panel, designed to spark honest conversations and build meaningful connections.
B2B eCommerce World 2025 Set to Take Place in Melbourne This August
B2B eCommerce World is set to return to Melbourne on August 19 and 20, bringing together leading manufacturers, wholesalers, and distributors. The event will focus on strategies to drive digital growth, improve customer adoption, and take advantage of tools like AI and sales enablement. Attendees can take part in hands-on workshops, hear real business case studies, and connect with industry peers. This year’s agenda includes deep dives into digital leadership, building customer first ecosystems, and aligning digital efforts with business goals. The event will also host the B2B eCommerce Industry Awards, celebrating the innovators shaping the future of B2B commerce.
eCommerce Leaders to Gather in Salt Lake City This August
The Salt Lake City eCommerce Summit is happening on August 21, 2025, at Le Méridien Salt Lake City Downtown. The event will bring together eCommerce and retail leaders for a full day of panels, presentations, and networking. Attendees can expect discussions around customer experience, digital marketing, loyalty strategies, shipping solutions, and more. Designed as an intimate and high impact event, the summit focuses on idea sharing and meaningful connections. It brings together top local retailers, brands, and solution providers for actionable insights and one on one meetings.
