Avenue Z, the hybrid agency for influence known for driving revenue and reputation for fast-moving brands, today announced its acquisition of Varfaj, a leading Shopify development and optimization partner. The strategic move combines Avenue Z’s performance media, influence, and AI capabilities with Varfaj’s deep expertise in high-performing Shopify commerce experiences, positioning the combined entity at the forefront of agentic commerce—where AI agents and conversational platforms drive discovery and purchasing.
As commerce evolves toward agentic experiences—where AI agents handle discovery, recommendation, and purchasing directly in conversational interfaces—brands require integrated expertise across media, optimization, and platform development. This acquisition addresses that need by combining Avenue Z’s strengths in performance media, earned influence, and AI acceleration with Varfaj’s proven track record in building revenue-focused Shopify storefronts.
The combined offering enables DTC and consumer brands to optimize for both human shoppers and AI agents, delivering faster paths to purchase, higher-intent conversions, and scalable growth across social, search, and emerging AI-powered platforms.
“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.”
“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.”
“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, founded in 2018, has delivered over 200 high-impact Shopify storefronts with a focus on speed-to-launch and revenue-first optimization. Its integration brings advanced CRO technologies and development frameworks that will enhance Avenue Z’s ability to support brands navigating the shift to agentic commerce. The combined team will continue to operate from Avenue Z’s Miami headquarters, which serves as the center of excellence for ecommerce solutions.
This acquisition reflects Avenue Z’s ongoing evolution as a data-first, AI-accelerated agency engineered for high-velocity consumer brands. With a proven track record of driving significant ecommerce revenue and earned media impact, the expanded organization is well-positioned to help clients capitalize on the convergence of influence, performance, and intelligent commerce platforms.
About Avenue Z
Avenue Z is the hybrid agency for influence – an AI-accelerated, data-first digital marketing and PR company engineered to move fast. Brands partner with us to drive revenue and reputation across all channels – from ChatGPT to The Wall Street Journal, Shopify to TikTok, Meta to Google. Trusted by leaders in consumer, tech, and finance, we power the earned, owned, and performance media channels driving influence. AvenueZ.com | DrivingInfluence.com
About Varfaj
Varfaj is a Shopify Plus partner that provides UI/UX design, migration, CRO and innovative strategies for consumer-first brands. Founded in 2018, Varfaj has delivered over 200 storefronts and delivers performance optimization for high-impact growth.
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