Avenue Z Acquires Shopify Design and Technology Premier Partner Varfaj

Forming Full-Funnel Growth Agency for DTC/Consumer Brands

Published on Feb. 19, 2026

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Avenue Z, a hybrid agency for influence, has announced the acquisition of Varfaj, a trusted Shopify development and optimization partner. The strategic move aligns Avenue Z with Shopify and ChatGPT's push toward AI-led buying experiences and merchant revenue growth with agentic commerce.

Why it matters

The acquisition strengthens Avenue Z's full-funnel offering and positions the agency at the forefront of the next evolution in commerce: AI-powered, agent-led buying experiences. As platforms like OpenAI and Shopify bring discovery and purchasing directly into conversational AI, commerce is rapidly shifting toward 'agentic commerce' – agent-led buying experiences.

The details

With Shopify powering nearly one-third of U.S. eCommerce, Varfaj's deep Shopify expertise, combined with Avenue Z's integrated capabilities across performance media, enables brands to optimize ecommerce for both consumers and AI agents, driving faster paths to purchase and higher-intent conversions across social, search, and AI-powered platforms. The acquisition also brings Varfaj's proprietary development framework and CRO (Conversion Rate Optimization) technologies into Avenue Z's performance marketing infrastructure.

  • The acquisition was announced on February 17, 2026.

The players

Avenue Z

A hybrid agency for influence known for driving revenue and reputation for fast-moving brands.

Varfaj

A trusted Shopify development and optimization partner recognized for building high-performing commerce experiences.

Jeffrey Herzog

CEO of Avenue Z.

David Conforti

Founder and CEO of Varfaj.

Dr. Jonathan Snow

Chief Innovation Officer at Avenue Z.

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What they’re saying

“This acquisition makes us a complete growth engine in ecommerce. Brands don't have time to chase different partners. They need performance media, AEO (Answer Engine Optimization) and ecommerce development under one roof, enabling us to literally manufacture revenue for our clients.”

— Jeffrey Herzog, CEO of Avenue Z (Business Wire)

“We've always believed that design, tech, and performance media must operate as one system. Joining Avenue Z lets us take that philosophy to scale, and we are excited to join one of the most innovative management teams in our industry. Our mission is to scale brands from startup to nine figures in revenue.”

— David Conforti, Founder and CEO of Varfaj (Business Wire)

“This move is about convergence – the combination of performance media, conversion-driven design, and cultural influence. It's not just about reach anymore. It's about how a customer experiences a brand across every digital touchpoint, and this acquisition completes that loop.”

— Dr. Jonathan Snow, Chief Innovation Officer at Avenue Z (Business Wire)

What’s next

The integration of Varfaj into Avenue Z will involve Varfaj rebranding under the Avenue Z name, with David Conforti joining as Avenue Z's Chief Growth Officer.

The takeaway

The acquisition of Varfaj by Avenue Z positions the combined agency at the forefront of the shift toward AI-powered, agent-led buying experiences, allowing them to provide a comprehensive, full-funnel growth solution for direct-to-consumer and consumer brands.