Announcing Fin for Ecommerce: Fin’s next role as a Customer Agent

Fin for Ecommerce guides shoppers from browsing to checkout, delivering a new level of customer experience.

Robert Davitt7 May 20264 min

Header image that says "One agent for the entire ecommerce journey" and shows a sample coversation of Fin for Ecommerce

With the launch of Fin for Sales, Fin became a Customer Agent, expanding further across the customer journey. Today, we’re launching Fin’s next role – ecommerce.

Fin for Ecommerce is a new role purpose-built for Shopify merchants that combines shopping assistance and ecommerce support. Fin is already the best Agent for customer service, resolving over a million queries a week for 8,000+ businesses. Now, it handles the moments before the purchase too, guiding shoppers to the right product, addressing their concerns, and converting browsing into buying.

Here’s what’s new:

Fin helps shoppers find the right product. It asks the right questions, narrows options from thousands of products, and compares them based on what the shopper actually needs. It’s like a great store assistant, at scale.
Fin helps increase order value. It recommends relevant products based on the conversation, keeps carts easy to update, and guides shoppers into checkout when they’re ready.
Fin handles support without losing the sale. Returns, refunds, and order changes can all be resolved in the same conversation. When the issue’s handled, Fin guides the shopper back to browsing.
Fin is integrated with Shopify. Connect your store and Fin syncs your catalog, order data, and APIs in a matter of minutes. No manual training or complex setup.

Fin for Ecommerce chat bubble asking if the user is "looking for something specific?"

Why we built it

When you walk into a retail store, an attentive shopping assistant makes a difference. They ask what you’re looking for, understand your preferences, answer the questions that matter most, and walk you to checkout. When you come back, they even remember you.

But this level of service has never made it online.

In fact, online shopping today looks almost identical to what it did ten years ago. You sort products based on price and color, read a site’s FAQs when you have questions, but quickly realize the experience is self-serve. And it has the same core limitation that self-serve has always had: it requires the customer to already know what they want.

Ecommerce might have scale and 24/7 convenience, but it’s also passive. It can’t understand a customer and help them find a product that fulfills their needs.

Fin for Ecommerce changes that by bringing high-quality shopping assistance to Shopify stores.

"Fin doesn't just recommend products — it asks the right questions about sleep position and firmness preference, understands what the customer actually needs, and guides them to the right decision. It sells the way we sell." Anthony Navarro, Market Sales Manager at Avocado

How Fin for Ecommerce works

Guide shoppers from discovery to checkout

When a shopper says “I need a gift for my partner” or asks “what running shoes work for trail and road?,” Fin doesn’t return a generic search results page. It starts a conversation. It asks about preferences, incorporates live browsing context, surfaces the most relevant options, and compares them based on what the shopper cares about.

A sample screen of Fin for Ecommerce's product discovery. Showing products suitable for the user's needs.

This is powered by Fin Apex 1.0, the best-performing model for customer service, combined with a retrieval engine purpose-built for ecommerce. It handles vague, exploratory shopping questions and large product catalogs, helping shoppers find the right fit, faster.

Based on the conversation, Fin recommends complementary or higher-value options, keeps carts easy-to-update, and guides shoppers into checkout when they’re ready.

Blend support and shopping assistance in a single experience

Fin for Ecommerce is built on the same AI platform that powers Fin for Service. Fin understands whether a conversation requires shopping assistance, support, or both, and moves between them seamlessly without the customer noticing.

A sample Fin for Ecommerce conversation where a customer is reporting the ordered a jacket in the wrong color and asking to change. Fin responds by saying it's no problem and asking what color the user would prefer and confirming their selection.

This means the same Agent that helps shoppers buy also handles the hard and complex post-purchase work including refunds, exchanges, order changes, tracking, and shipping questions. It can make changes in real time, within the same conversation, using the same context and data.

"The handoff between support and sales is so smooth I can't tell the difference without checking the filters. Fin talks policy, sells products, and references our mattress break-in period all in one conversation. It handles both the way our best agents would — but without the customer waiting to be passed between people." Kurt Dwiggins, Customer Experience Manager at Avocado

Integrates with Shopify

Fin for Ecommerce is purpose-built for Shopify merchants. Connect your Shopify store and Fin establishes a live connection to your entire catalog – products, variants, content, and order data – ensuring every response reflects your latest inventory and shoppers only see what’s actually available.

A screen showing the connect to shopify button for Fin for Ecommerce integration.

You can add the Messenger to your store and set Fin live in minutes without any manual training or technical expertise. When connected to Shopify’s API, Fin can handle even your most complex customer requests like tracking orders, processing returns, and updating subscriptions via Procedures. Fin automatically drafts Procedures for common ecommerce support queries based on your Shopify account and customized to your company policies.

You review, adjust, and publish, allowing Fin to start handling real queries in minutes.

"What surprised us most about Fin for Ecommerce is how quickly it delivers high-quality support with minimal, non-technical setup. Using Shopify as the single source of truth reduces operational complexity and allows us to focus on core business execution." Arnau Jiménez, Chief Technology Officer, GroupSumi

What’s next

Fin is now a Customer Agent, with multiple roles that work seamlessly across the customer lifecycle.

When a single Agent can guide a shopper from “I need a gift for my partner” to checkout, and handle a return weeks later without losing context, that’s a fundamentally better customer experience. It’s a single Agent that deeply understands your products and your customers, and supports them throughout their entire journey with your business. Leading ecommerce brands, including Avocado, WHOOP, SharkNinja, Flaviar, Carvana, Nuuly, MPB, Pure Electric, and Goodbuy Gear, already trust Fin to create standout experiences for their shoppers.

We’re continuing to expand Fin’s roles as a Customer Agent, and we’ll share more about that soon. In the meantime, go to fin.ai/ecommerce to learn more.