On September 10, 2026, Getmore, Shopify, Cubbo, and Operando Marcas brought Mexican brands together in Mexico City for a breakfast masterclass on using AI to scale an ecommerce business. The session focused on practical work: using tools available today to address the problems holding back brands that already sell online.
Here is what each speaker shared, including the tools, examples, and results presented during the session. The reported results describe those examples; they are not guaranteed outcomes for other stores.
Josu Gurtubay, Cubbo: AI that solves delivery problems
Cubbo cofounder Josu Gurtubay opened with a figure from his presentation: only 8% of Mexico's population has someone available at home to receive a parcel. His broader point was that online delivery depends on someone being there. Cubbo's response includes alternative delivery locations—gyms, stationery stores, and convenience stores—and a network he described as more than 15,000 pickup points across Mexico.
The interesting part was how Cubbo is expanding that network. Josu described an AI voice agent that calls potential pickup partners, explains the proposal, and asks about their parcel volume, reducing the manual outreach required from the team.
His strongest example involved incomplete addresses. According to the figures shared by Cubbo, address errors accounted for 45% of failed deliveries in the cases analyzed. The team built an agent that identifies unverifiable addresses, calls the customer before dispatch, and corrects the information. For fintech clients distributing free cards, Josu reported that successful delivery rates rose from 70% to 93%.
He also discussed Engage, Cubbo's AI solution for helping brands sell to their existing customer base: abandoned-cart conversations, WhatsApp reminders for pending OXXO payments in Mexico, and an assistant that recommends sizes and builds a cart in chat. He reported OXXO payment completion rising from 20% to 60% among brands using those reminders.
Josu's message was straightforward: Cubbo creates value when brands sell and orders reach their customers.
Other figures cited in the presentation included 55% of consumers switching brands after a poor delivery experience, attributed to Capgemini, and inventory distortion costing global retail 6.5% of sales, attributed to IHL Group's 2025 research. These were speaker-cited benchmarks, not measurements from the stores attending the event.
Antonio Martínez, Shopify: AI already working inside your store
Antonio Martínez from Shopify LATAM shared figures that prompted discussion: over the preceding 12 months, AI-referred sessions to Shopify stores had reportedly increased eightfold and AI-referred orders thirteenfold. He also cited conversational-search conversion rates 49% higher than traditional organic search and average order values 14% higher. These were figures presented at the session, with performance varying by source, audience, and store.
His presentation centered on Sidekick, Shopify's native AI commerce assistant. It uses the context of your store to help you understand and complete work in Shopify admin. The capabilities he highlighted included:
- Working with supported apps. Sidekick can answer questions and perform supported actions in installed apps such as Judge.me and Klaviyo, with your approval. Available actions depend on the app integration.
- Working in the background. Longer tasks can continue while you move elsewhere in the admin, with results returned for review.
- Sidekick Pulse. Proactive recommendations bring changes and opportunities to your attention without requiring a new question each time.
- Access from desktop and mobile, with voice questions on Apple Watch. Watch access is for answers about the store, not for making store changes.
Antonio also discussed SimGym for simulated shopper feedback; Rollouts for controlled launches and experiments; Smart Pricing for price recommendations; and Shopify Catalog for AI product discovery. These tools serve different purposes: simulations do not replace real conversion tests, price recommendations require merchant decisions, and availability depends on the feature and store. Google AI Mode and Gemini use Google & YouTube or Merchant Center product data; Shopify Catalog supports other eligible AI-channel discovery routes.
His most useful warning was simple: AI cannot repair missing business information by itself. Incomplete product pages, inaccurate inventory, or unclear shipping policies leave any assistant without the information it needs to help customers make a good decision.
Alejandro Moreno, Getmore: a six-tool system for AI-assisted CRO
Alejandro Moreno, Getmore's commercial director, presented a repeatable system for diagnosing and improving ecommerce conversion. He used add-to-cart rates of 7%–12% and roughly 50% drop-offs at subsequent funnel stages as workshop references—not universal targets. The useful exercise is to compare your own funnel by device, channel, and customer type, then identify the step with the strongest evidence of friction.
The system brings six tools together:
- Sidekick to analyze store metrics and identify high-traffic landing pages with weak conversion performance.
- Microsoft Clarity to review heatmaps and session recordings on pages with the greatest opportunity. It is free to use.
- A reviews app to understand what customers value and what disappoints them. Alejandro recommended Judge.me for its cost, functionality, and AI-related integrations.
- Zigpoll to ask one unobtrusive question when a shopper spends time on a product page without taking action.
- Call Tracker to support follow-up with new shoppers who abandon high-value carts, asking what prevented a decision rather than turning the call into a sales pitch. Use appropriate consent and contact preferences.
- ChatGPT or Claude, supplied with a customer profile, brand value proposition, industry playbooks, and screenshots from five reference stores, to turn those observations into a specific action plan.
Alejandro recommended focusing on one area at a time, implementing changes, recording results, and repeating the cycle every 30–90 days according to traffic and the time needed for a useful measurement. The point is a working CRO process, not a collection of disconnected AI tools.
Ramón Riva, Operando Marcas: producing AI advertising without losing authenticity
Ramón Riva, founder of Operando Marcas and the brands Twins & Icons and Nook & Scent, described a business generating around 15,000 monthly Shopify orders with a team of 12. He asked whether operating alone today would necessarily mean dramatically lower sales. His answer was less certain than it once would have been, because AI now supports work that used to require a much larger team.
He explained how the production process changed. Previously, ads moved through research, copywriting, photography, design, editing, creator coordination, and media buying, with different people supporting each stage. Now, he said, two people run much of the creative-production workflow with AI assistance.
The process starts with customer reviews—the brand's own or competitor reviews when its own sample is small. Those insights inform detailed buyer personas and creative angles. One promising angle can produce dozens of variations in an afternoon rather than weeks. Human judgment still determines which claims are supportable and which ideas fit the brand.
Ramón highlighted two human responsibilities: someone must direct the process and maintain quality, and someone must manage relationships with content creators. Those relationships remain an important source of the authenticity audiences recognize.
He also shared a failed experiment: a tool produced 200 static ads a day, but none delivered the performance they needed. His conclusion was that volume without a clear creative angle adds noise instead of value.
Ramón's view: one strong creative can change a brand's trajectory, and using AI does not remove the need to find that idea.
What attendees took away
The four sessions addressed concrete operating problems: failed deliveries, abandoned carts, stalled conversion, and slow content production. Their shared lesson was to give AI real business context, define a specific job, and keep people responsible for judgment and measurement.
If you are planning a Shopify migration or want better results from an existing store, Getmore can help you diagnose the opportunity. We connect store data, customer research, conversion-focused design, and Shopify development to prioritize changes that support sales and average order value.
Frequently asked questions
How can AI help an online store sell more?
AI can help you locate conversion friction, support recovery of eligible abandoned checkouts or pending payments, and produce better-targeted creative faster. Start with a measurable problem and accurate data. Getmore's approach combines analytics, customer feedback, and implementation so the output becomes a store improvement rather than another unused report.
What is Shopify Sidekick?
Sidekick is Shopify's AI commerce assistant in the admin. It can analyze store information, help create content, complete supported tasks, and work with compatible installed apps. Sidekick Pulse surfaces proactive recommendations, while longer tasks can run in the background. Review proposed changes before applying them.
How can AI reduce cart abandonment?
Use it to identify recurring objections and deliver relevant follow-up through channels customers have agreed to use. Useful messages answer questions about sizing, delivery, payment, or the product itself. There is no reliable universal recovery rate for AI conversations versus email: measure incremental orders and margin for your own audience, and fix checkout friction alongside recovery campaigns.
When is migrating to Shopify Plus worth considering?
Common signals include technical dependence for routine changes, disconnected inventory, manual processes that constrain growth, and requirements that justify Plus-specific capabilities. Getmore evaluates the platform fit, integrations, data, SEO redirects, and launch plan before recommending a migration. Timeline and cost depend on scope; a controlled migration protects the operating business while the new store is prepared.
Do you need a large team to produce advertising with AI?
Not necessarily. The brands discussed in this masterclass run significant creative-production work with small teams using AI for research, scripts, images, and editing. Creative direction, factual review, brand consistency, and creator relationships still need accountable people. Start by improving one workflow before assuming every role can be replaced.
Technical references, checked October 1, 2026: Shopify Sidekick, Smart Pricing, SimGym.
