Shopify’s AI powered commerce assistant Sidekick expands across Europe, now supporting 20 languages

Shopify reports that Sidekick, its AI powered commerce assistant, is expanding from English only to 20 supported languages.

Sidekick now automatically detects and responds in the merchant's language. In Europe, it supports a further 12 languages, including Czech, Danish, Dutch, Finnish, French, German, Italian, Norwegian, Polish, Portuguese, Spanish, and Swedish.  

Sidekick acts as a virtual co-founder, blending Shopify platform knowledge with each merchant's store data to provide personalised guidance through natural conversation. Merchants can instantly analyse business data, enhance product descriptions for better SEO, automate routine tasks, and make more informed decisions - all within their existing workflow. 

"We're building AI tools that inherently understand business, trained specifically for commerce to make practical, relevant recommendations that benefit merchants in their day-to-day operations," says Deann Evans, Managing Director, EMEA at Shopify.

"With Sidekick now available in multiple languages, including right here in Europe, we're making entrepreneurship more accessible to everyone, regardless of their native language or technical expertise. The goal is for Sidekick to feel like a true companion on the journey."  

This language expansion supports Shopify's broader vision of "declarative commerce" where merchants simply express what they want to achieve, and the system recommends the best path forward.

Powered by Shopify Magic, Sidekick is trained to know all of Shopify and is designed to operate within the context of a specific merchant's shop to generate highly personalised support for various tasks.

RTIH AI in Retail Awards

RTIH, organiser of the industry leading RTIH Innovation Awards, proudly brings you the first edition of the RTIH AI in Retail Awards, which is now open for entries. 

As we witness a digital transformation revolution across all channels, AI tools are reshaping the omnichannel game, from personalising customer experiences to optimising inventory, uncovering insights into consumer behaviour, and enhancing the human element of retailers' businesses.

With 2025 set to be the year when AI and especially gen AI shake off the ‘heavily hyped’ tag and become embedded in retail business processes, our newly launched awards celebrate global technology innovation in a fast moving omnichannel world and the resulting benefits for retailers, shoppers and employees.

Our 2025 winners will be those companies who not only recognise the potential of AI, but also make it usable in everyday work - resulting in more efficiency and innovation in all areas.

Winners will be announced at an evening event at The Barbican in Central London on Thursday, 3rd July.

This will kick off with a drinks reception in the stunning Conservatory, followed by a three course meal, and awards ceremony in the Garden Room.

Please email our Editor, Scott Thompson, if you have any questions or need further information: scott.thompson@retailtechinnovationhub.com

Key 2025 dates

Friday, 23rd May: Award entry deadline 

Tuesday, 27th May: 2025 finalists revealed

Wednesday, 28th May - Friday, 13th June: Judging days

Thursday, 3rd July: Winners announced at the 2025 RTIH AI in Retail Awards Ceremony, to be held at The Barbican in Central London.