New Ecommerce Tools: July 23, 2025

Every week we publish a handpicked list of new products and services from vendors to ecommerce merchants. This installment includes updates on affiliate marketing, AI agents, marketplace platforms, ad networks, WordPress features, and recurring payments.

Got an ecommerce product release? Email releases@practicalecommerce.com.

New Tools for Merchants

Amazon debuts AWS Marketplace category to simplify AI agent adoption. Amazon Web Services has unveiled “AI Agents and Tools” in AWS Marketplace, which allows customers to discover, buy, deploy, and manage AI tools from leading providers. According to Amazon, customers using AI Agents and Tools gain access to ready-to-integrate solutions for developing AI strategies with services that specialize in building, maintaining, and scaling agents.

AWS Marketplace

Rokt acquires Canal to bolster ecommerce offering. Rokt, an ecommerce post-purchase platform, is acquiring the marketplace platform Canal. According to Rokt, the acquisition enables Rokt’s ecommerce partners to broaden their product range by tapping into a curated network of third-party inventory from direct-to-consumer brands, without taking on production, logistics, or inventory management. Rokt says its acquisition enables brands to acquire customers through a premium, performance-driven distribution channel — an extension of Rokt Ads — by presenting their products in shoppable, contextually relevant formats during the ecommerce transaction.

Mirakl and Criteo partner on retail media for third-party sellers. Criteo, an AI-powered advertising platform for brands, retailers, and media owners, has integrated with Mirakl ads, a retail media solution. The partnership intends to serve third-party sellers and mid-to-long-tail advertisers seeking to invest in retail media but are outside the usual sales and media management channels. The integration provides advertisers with self-service tools and automated campaign management, enabling them to scale their retail media efforts across multiple marketplace platforms.

Cimulate launches CommerceGPT, an AI-native context engine. Cimulate has introduced CommerceGPT, an AI-native platform built for agentic commerce. CommerceGPT is a product discovery infrastructure, built for the shift from human to agentic shopping experiences. The launch also introduces the Cimulate MCP Server, which supports an emergent interface for agent-to-agent commerce. Merchants can build agents that “talk” to answer engine agents and can get products surfaced in ChatGPT, Perplexity, and Claude.

Cimulate

2Performant launches BusinessLeague app on Shopify for affiliate marketing. 2Performant, an affiliate marketing platform, has launched its BusinessLeague app on the Shopify App Store to enable affiliate program integration for Shopify merchants across Europe. According to 2Performant, store owners can launch an affiliate program through BusinessLeague with just a few clicks. The platform connects merchants with performance-based marketers through a gamified affiliate program. Merchants gain access to key performance indicators, including clicks, sales, and conversion rates, with user leaderboards helping them identify effective growth partners.

Payabl expands platform with SEPA direct debit for businesses. Payabl, a U.K.-based financial technology company, has launched SEPA direct debit capabilities within its payment services for businesses. According to Payabl, the launch will facilitate the automatic collection of recurring euro payments for companies operating across the 36 countries of the Single Euro Payment Area. The functionality allows merchants to accept recurring payments from customers through Payabl’s gateway. The SEPA direct debit service also offers the ability to automate outgoing payments, including real-time notifications and approval workflows, per Payabl.

Pietra launches AI Assistants for ecommerce businesses. Pietra, an ecommerce operations platform, has launched AI Assistants, an operating system for entrepreneurs. According to Pietra, AI Assistance (i) automates sourcing, fulfillment, marketing, analytics and more, (ii) generates brand names, logos, packaging, product designs, ads, and social content, (iii) provides tailored go-to-market strategies, ads campaigns, influencer outreach, marketing calendars, and an AI coach to guide growth accross Amazon, Shopify, and TikTok Shop.

Pietra

Amazon adds Fee Explainer tool. Amazon has launched a Fee Explainer tool to help merchants better understand charges to their selling accounts. For each fee type, the tool provides a definition, relevant attributes or variables, and the calculation to explain the amount. The tool covers the following fee types: subscription, referral, variable closing, fixed closing, refund administration, customer return, high-return rate processing, removal, and disposal. Amazon plans to add explainers for other fee types this year.

Edge Conversion releases custom AI systems for small businesses. Edge Conversion, an AI automation agency, has released a suite of AI systems to simplify operations for service-based and online businesses. The systems automate critical functions, such as lead generation, customer communication, and proposal creation. When a lead responds, AI-driven response systems instantly follow up to keep the conversation going. When a lead is ready to buy, dynamic proposal generators deliver client-ready quotes. Edge Conversion also offers systems for intake, onboarding, hiring, and customer-management optimization.

WP Engine launches AI toolkit for WordPress. WP Engine, a provider of tools for WordPress sites, has launched an AI toolkit. According to WP Engine, the toolkit makes advanced AI capabilities accessible to the WordPress community at scale, featuring smart search, recommendations, and a managed vector database with an open-source chatbot framework. Merchants can activate the toolkit’s features without coding, technical knowledge, or third-party tools.

Vivid and Adyen enable instant payments for SMBs in Europe. Adyen, a payment processing platform, and Vivid, a digital banking service, are launching a tool for small to medium-sized businesses in the E.U. to accept card payments (online and point of sale) and instantly access the funds. Vivid and Adyen aim to streamline the payment process for SMBs, catering to the demand for swift, flexible payment solutions.

Adyen