An-Hacking : episode 14 🪩

Centra, composable commerce, ChatGPT Shopping, OSMP and under-the-radar updates from latest Shopify's Summer Edition

Jun 03, 2025

Hello all 👋

I hope everyone’s doing great.

We’re a bit late on this one, but I have a good excuse: last weekend, I hosted a mini-festival to celebrate my 30th birthday — it was awesome, even though I was sick 🤒

Now, let’s dive into the 14th episode of An-Hacking — this is also the penultimate episode before the summer break. Episode 15 will be out in early July, and we’ll be back in late September.

Today’s edition doesn’t follow a single common thread. Instead, I wanted to take a look at several key updates from the past few weeks — like ChatGPT’s Shopping feature announcement and the latest Shopify Summer Editions, with a focus on some of the more under-the-radar changes.

Also I wanted to dive into Centra platform (you’ll find a dedicated chapter) — I’m pleased to welcome a composable expert to follow up headless e-commerce.

Let’s go!

On today’s program :

Centra, aka the Headless E-commerce solution ⚙️
Composable commerce with Ultrō 🚀
ChatGPT Shopping has launched! 🛒
Musical interlude
CVR dropping : OSMP has launched 🤯
Shopify Summer Editions’ under the radar updates 📡

1. Centra: The Headless E-commerce solution built for modern brands

In episode 13, we plunged into headless with a massive focus on Medusa.js - time has com to keep exploring new platforms as the e-commerce landscape is evolving fast. Traditional monolithic platforms can’t keep up with the increasing demand for flexibility, speed, and multi-channel distribution. That’s where Centra comes in — a headless e-commerce solution purpose-built for fashion and lifestyle brands that want to scale globally without being slowed down by legacy systems.

Centra isn’t just another headless CMS bolted onto a backend.

It was designed from day one to support direct-to-consumer (DTC) and wholesale in a single, unified platform. It’s not trying to be Shopify, Magento, or BigCommerce. It’s trying to solve a different problem: how to give brands full control of their customer experience while handling complex backend operations like multi-market logistics, localization, and B2B sales.

The innovation lies in Centra’s architecture. It's truly API-first, which means you can plug it into any frontend framework (Next.js, Vue, custom apps, etc.) and orchestrate your stack as you like. You’re not boxed in.

Here’s what makes Centra interesting for modern e-com teams:

Global-first architecture: Multi-currency, multi-language, and multi-market out of the box. Perfect for brands selling across regions.
Built-in B2B and DTC: No need for separate tools. You can manage both retail and wholesale from the same backend.
Frontend freedom: Use whatever you want for your storefront. Centra doesn’t force a templating system—ideal for performance-obsessed dev teams.
Serious scalability: Designed for high-growth brands. Centra powers sites with millions in GMV without breaking under load.
Efficient product ops: The PIM system is built-in and tailored for fashion/lifestyle SKUs (think: variants, drops, campaigns, etc.).
Fast time-to-market: Launch new markets, campaigns, or storefronts quickly—without replatforming.

But let’s face it : Centra is not for everyone.

If you’re dropshipping gadgets or spinning up a quick MVP, you’re probably better off with Shopify. But if you’re building a serious brand, operating in multiple countries, and need your tech stack to scale with you—not against you—Centra is a no-brainer.

More and more European DTC brands are making the switch. They’re tired of hacking together platforms that were never designed for them in the first place.

Centra lets e-commerce teams focus on what actually moves the needle: customer experience, operational efficiency, and international growth.

Please find here a concrete study case about Paul Smith.

And for sure there are some great news coming up for Centra 🫠

2. Composable Commerce, with Antoine Caillet from Ultrō

While diving deep into Centra platform, I also was asking myself who could fit the best for jumping in this brand new episode of An-Hacking : Antoine Caillet is certainly one the greatest french experts regarding Centra and undeniably one their greatest promoters - he’s also co-founder of Ultrō, an e-commerce agency specialized in design and UX.

I’m pleased and honored to welcome him onboard 👇

Are You Composable?

“Composable commerce” is the new buzzword in town. It seems to have stolen the spotlight from “headless commerce.” Understandably so — losing such an important body part as the head can feel rather unsettling.

Headless, composable… what’s the underlying idea behind this shift in terminology? And is composable here to stay?

Legacy vendors like Salesforce, Shopify, and Adobe — and even SAP — are now calling themselves “composable” — which raises some eyebrows among first movers like Centra, VTEX, or Commercetools, the champions of API-first platforms who helped define the concept, notably through the evangelizing MACH Alliance.

So, does a well-designed API automatically make you composable? Not quite — but it’s a solid first step.

Because at the heart of composable lies a simple paradigm: offering greater flexibility to merchants, integrators, and developers alike.

The idea is to assemble best-of-breed solutions tailored to specific business needs. Those “best-in-class” tools — the game changers that truly drive e-commerce growth.

But how do you actually go about it?

A complete and well-documented API is the minimum entry ticket to join the game. And it goes without saying: those APIs need to be built for production-grade performance. Think Black Fridays, sales periods, end-of-year peaks — e-commerce can’t tolerate slowness or instability. What we need is something solid and fast — in both read and write operations.

Then, the sky’s the limit. Long live composable architectures!

Let’s take a concrete example: a brand runs a large recipe database on a WordPress site. How can this content be seamlessly integrated into their Shopify-based e-commerce site? Without migrating anything, you could imagine a clever bridge: display ingredients on the recipe page, add them to the cart with a single click, and show related recipes on the product pages.

In a composable setup, you get a decoupled storefront that pulls in both the WordPress content and the famous Shopify checkout. A decoupled storefront means tailor-made assembly — like crafting a fine wine.

And the possibilities are nearly endless. Want to change your store locator? Your CRM? Your CMS? Your payment solutions? Even your entire e-commerce platform?

Is the sum of composables cheaper than the total cost of a monolithic solution? Not necessarily. But in e-commerce, ROI is king.

One word of caution: composable means multiple solutions. Don’t underestimate the operator fatigue that can come from switching between tools. Luckily, interfaces are becoming more intuitive, and user manuals more optional than ever.

So, should you go composable at all costs? Not necessarily. But checking that a solid API is available before purchasing any service is always a good move. It gives you the freedom to pick new tools, switch them out, and test alternatives.

Ready to test something new?

3. ChatGPT Shopping has launched

ChatGPT has introduced a new feature called ChatGPT Shopping, turning the assistant into a true interactive shopping companion — does that ring a bell ?! (#perplexityshopping)

What is ChatGPT Shopping?

This feature allows you to search for, compare, and even purchase products directly within the ChatGPT interface — no need to leave the conversation or open a new tab.

👉 Natural language queries:
You simply describe what you’re looking for, like: “I need a gift for a teen who’s into tech” or “What’s the best coffee machine under €100?” ChatGPT interprets your request and offers relevant suggestions.

👉 Product display:
Results are shown with images, descriptions, pricing, customer reviews, and even tags like “Best Value” or “Popular Choice.” This makes it easy to compare and pick the right product.

👉 Integrated purchasing:
In some cases — especially with partners like Shopify — a “Buy Now” button appears. This lets you complete the purchase without leaving ChatGPT.

This feature is rolling out globally and is available to all users — even those on the free plan. That said, certain advanced options (like direct checkout via Shopify) may still be limited to specific regions or partners — I will update you folks on that specific point

But of course there are also warnings to keep in mind

Impulse buying:
The seamless experience might encourage spontaneous purchases, particularly in fast-moving sectors like fashion.
Recommendation transparency:
While suggestions are based on your needs and preferences, it’s good to stay mindful of how neutral or commercial they might be.
Data privacy:
OpenAI has stated it doesn’t use targeted ads or take commissions on purchases, but it’s still worth reviewing privacy policies and understanding how your data is handled.

You may have noticed there are pros and cons - Google had opened the Pandora box for embedded checkout into search; OpenAI & Perplexity have refined it.

Musical interlude

I cannot imagine this song is now 42 years old — 1983 My Mine just dropped this gem.

These guys would have never thought remotely that after 35 years when they made this song, some crazy fuck like me would be dancing and put this song on repeat 30 times over and over again! : best comment ever.

As summer is coming up, let’s bring some sunny vibes.

4. How OSMP 2025 is quietly reshaping E-commerce (starting with France)

Over the past few weeks, an increasing number of online merchants have been sounding the alarm. Many report a sharp and unexpected drop in their conversion rates — in some cases, as much as 20%. What’s happening behind the scenes? While the reasons may seem unclear at first glance, a major shift in the online payments landscape has recently taken effect: the new OSMP 2025 recommendations.

Quietly but firmly, the Observatoire de la Sécurité des Moyens de Paiement (OSMP) has begun changing the rules of the game for e-commerce in Europe. Since May 12, 2025, its latest recommendation has officially come into force, introducing stricter enforcement of PSD2 regulations. Although PSD2 is not new, it hasn’t always been fully or consistently implemented by all payment providers or acquirers. That’s now changing — and the impact is already being felt across the ecosystem.

The objective of OSMP is clear: enhance the security of online transactions and ensure consumers are better protected. From a regulatory standpoint, this is difficult to argue against. But from a practical, operational perspective, these changes bring new challenges for merchants — and real consequences for their businesses.

The most immediate effect is an increased requirement for strong customer authentication (SCA). In many cases, this means that transactions which previously flowed smoothly are now subject to additional verification steps. For consumers, this can disrupt the purchasing experience. For merchants, it often translates into payment failures, abandoned carts, and ultimately, lower revenue.

In recent weeks, several online retailers have reported a decline in conversion rates linked to falling acceptance rates — especially when working with payment providers that haven’t fully adapted to the new standards. The numbers aren’t marginal. We’re seeing widespread evidence of a direct correlation between poor compliance and lost sales.

At Payplug, we took these changes seriously from day one. Since late 2024, our teams have worked to ensure that our systems are not only compliant with OSMP's recommendations, but optimized to minimize friction for end users. For us, the goal has never been just to tick the regulatory boxes. It’s to preserve what truly matters: a payment experience that doesn’t stand in the way of the sale.

That means building smarter authentication flows, leveraging exemptions where legally possible, and designing tools that allow merchants to remain fully compliant — without sacrificing performance. And this approach is paying off. In April 2025 alone, merchants using our solution saw an average 7% improvement in payment performance compared to March.

This isn’t just a short-term issue. It marks a turning point in the evolution of online commerce across Europe. Payment security is becoming non-negotiable — and the businesses that adapt early will gain a competitive edge, while others may find themselves playing catch-up in a more complex and demanding environment.

If you’re seeing a drop in your conversion rate, now is the time to act. Waiting “until after the sales” may already be too late. That’s why we’ve put together a dedicated guide summarizing the key measures of the OSMP 2025 plan, along with actionable steps to help you bring your payment flows into compliance — and turn a regulatory obligation into a performance opportunity.

The shift is underway. The good news? With the right approach, the new rules don’t have to cost you sales. In fact, they can help you grow.

Some great insights here!

5. Shopify Summer Editions 2025 just dropped - let’s dive deep into some updates that have stayed under the radar

Everyone’s talking about the big features from Shopify’s Summer Editions 2025 — AI store builders, smarter Sidekick, faster dev tools. But if you dig a little deeper, there are a few updates that didn’t get much hype… yet they could make a big difference for merchants and teams working with Shopify every day.

Here are five low-key updates you shouldn’t overlook:

1. Collabs Mobile App

Shopify Collabs now has its own mobile app — and this is great news for creators and brands. Creators can browse brands, apply for partnerships, and manage collabs right from their phones. Brands can track applications, ship products, and see results without needing a desktop.

👉 It’s now way easier to run influencer campaigns. And for smaller DTC brands relying on content creators, that’s huge.

2. Shopify Markets for B2B

Shopify is now bringing its Markets features to B2B. That means B2B merchants can finally sell in different countries with localized storefronts, pricing, and settings — just like DTC brands have done for a while.

👉 If you're doing wholesale and expanding globally, this removes a lot of headaches.

3. Refunds as Store Credit

Shopify now lets you refund customers as store credit, not just back to their card. Sounds small, but it’s actually really useful — especially if you want to keep the sale and give the customer a reason to come back and shop again.

👉 Better for customers. Better for your revenue.

4. Shipping Updates

Shopify made quiet improvements to how shipping and delivery info is shown during checkout. There are now real-time delivery estimates and better control over how you show shipping rates and carriers.

👉 It helps reduce cart abandonment and gives customers more trust in the process.

5. ShopifyQL Segments

Shopify is stepping up its data game. With ShopifyQL Segments, you can now build more advanced customer groups — based on behavior, purchases, and more. Think: "people likely to buy again soon" or "at risk of churning" — all without needing a complicated setup.

👉 More useful targeting = better marketing, better retention, and better results.

While everyone’s talking about the big shiny AI tools, these quieter updates are solving real, day-to-day problems for Shopify users.

They’re not flashy, but they’ll save time, boost performance, and help you grow smarter — and that’s exactly what we like at An-Hacking.

And as usual, you all should listen to my dear friends at Moon Moon (we hosted them twice on An-Hacking) with their long-awaited, much-appreciated Summer (or Winter) Edition — it’s brilliant.

We did it ! Thanks again for reading An-Hacking — feel free to share it 🫶

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