Avenue Z Acquires Varfaj, Expands DTC Growth Capabilities

Strategic acquisition aligns Avenue Z with Shopify and ChatGPT’s push toward AI-led buying experiences and merchant revenue growth with agentic commerce.

Avenue Z, the hybrid agency for influence known for driving revenue and reputation for fast-moving brands, today announced the acquisition of Varfaj, a trusted Shopify development and optimisation partner recognized for building high-performing commerce experiences. 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. 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.

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“This acquisition makes us a complete growth engine in ecommerce,” said Jeffrey Herzog, CEO of Avenue Z. “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.”

Varfaj was founded in 2018 and quickly made a name for itself as one of the most agile and product-focused Shopify development firms in the country. The agency has worked with a wide array of direct-to-consumer and growth-stage companies, focusing on speed-to-launch and revenue-first thinking.

“We’ve always believed that design, tech, and performance media must operate as one system,” said David Conforti, Founder and CEO of Varfaj. “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.

As part of the integration, Varfaj will rebrand under the Avenue Z name, with Conforti joining as its Chief Growth Officer. The acquisition also brings Varfaj’s proprietary development framework and CRO (Conversion Rate Optimization) technologies into Avenue Z’s performance marketing infrastructure.

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“This move is about convergence – the combination of performance media, conversion-driven design, and cultural influence,” said Dr. Jonathan Snow, Chief Innovation Officer at Avenue Z. “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.”

Varfaj will join Avenue Z’s Miami headquarters that also serves as the agency’s center of excellence for eCommerce solutions. This announcement follows Avenue Z’s growth trajectory as an agency of record for high-velocity consumer brands adding over $1 billion in eCommerce revenue driven across client campaigns, 500+ Shopify builds, and 25,000+ earned media placements.

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