Hastings Direct

Head of digital analytics

Conversion works london ltd

Providing business guidance to some of the world's greatest brands.

Providing expertise in...
- Digital marketing strategy
- Digital Analytics systems integration 
- Digital Optimisation process
- Agile development
- Customer insights

Managing Director

AVP Digital Analytics & Optimisation capability lead

Trainline

Head of Analytics

Analytic's & Optimsation  Consultant

Rufus Leonard

Leading analytics, optimisation and digital strategies.

Strategy Director

Accenture Interactive

Manager Analytics, Business Intelligence and Optimisation

Expedia, Inc. & Hotels.com

Senior Web Analytics Manager

ais London

Web Analytic's and Data Analyst

Razorfish

Campaign Analyst & Ad Operations Executive

2 decades of digital transformation with data, analytics & experimentation

Experienced managing data and analytics teams to deliver business optimisation value.

Experience in:
- Data management
- Digital analytics implementation & Management
- Marketing analytics
- Martech integration
- Website optimisation

Oliver Paton

Get 2x performance from Klaviyo flows | Revenue tracking for Shopify brands | Founder and CEO @ Littledata

Edward founded Littledata to make it ridiculously easy to connect sales, marketing and customer data. Top DTC brands around the world trust Littledata’s smart connections for accurate ecommerce analytics. Since launching our first Shopify app in 2017, Littledata has empowered thousands of data-driven brands to make better decisions to accelerate growth.

Edward started Littledata after experiencing first-hand the pain of getting accurate ecommerce data as an advisor for MADE.com and JD Williams group.  Before that he founded Teachable.net, a marketplace for teachers to share digital education resources.

He graduated in Psychology and Philosophy from Magdalen College, Oxford and after working for Accenture, the UK Government Digital Service and others he's always been fascinated by how technology can improve how we think and live.

Edward lives in Berkshire and works in London, and when not at a laptop can be found cycling, walking, skiing, or shooting.

Edward Upton

OpenAI wants 4% when a Shopify order completes inside ChatGPT.

On top of Shopify's ~3% that's a steep cut - but will brands opt-in?

I get OpenAI needs a better business model and fast - they're burning $1.2bn/month in 2026. Monetisation isn’t optional.

But that's a steep cut - with the average profit margin of a DTC brand at ~10%, OpenAI would squeeze nearly 40% of profit.

Brands will still need to spend on awareness and TOF marketing.

The more interesting bit is what this turns ChatGPT into.

A few nuances that matter for Shopify brands:

→ The 4% only applies when the order completes via ChatGPT’s in-chat checkout. Not when ChatGPT sends referral traffic to your PDP.

→ Merchants can toggle the AI checkout channel ON/OFF.
If you don’t enable it, shoppers can still discover you in ChatGPT. They just get checkout on your own store, with more friction.

So the trillion-dollar question is:

Will OpenAI promote checkout-enabled (fee-paying) brands over referral-only brands?

OpenAI says Instant Checkout doesn’t influence results.

But also says checkout availability can matter when ranking similar merchants.

Will consumers convert more than 4% better due to slicker experience?

I think a lot depends on how checkout and payment options are presented.

Will OpenAI allow brands to give a greater revenue share for greater promotion?

And will brands be able to list a higher price on ChatGPT, and so pay the fees onto the consumer?

Brands have no option but to appear in AI search - but would you pay more for the in-chat checkout?

Founder and CEO @ Littledata | The Data Layer for Shopify

I got recommended to connect with this profile on LinkedIn 👇️ 

But it just didn't look right. Isn't that a younger Bradley Cooper?

And you can't study Business Administration at Oxford University. I should know.

Yes, reverse image search showed the photo is from promo material from the movie 'Limitless' in 2011.

Sorry Alan Alger if you are real, but the profile is clearly not!

Link building agencies already have a bad rep - I can't see that building a fake profile helps that.

Beware - LinkedIn is increasingly full of fakes!

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Shopify has started automatically limiting data shared with web pixels. Quietly.

Last week they announced a new default for customer events:
• Shopify will “optimise” marketing pixel data sharing
• Data sharing is paused for pixels showing no activity
• You can override this, but existing pixels are moved to the new default

If you’re a Littledata customer, you’ve got nothing to worry about.

That’s because nothing critical in Littledata relies on browser pixels.

I’ve written before about why pixels are inherently flaky:
🤔 Inconsistent firing on checkout
🤔 Blocked by browsers and ad blockers
🤔 Limited by consent rules
🤔 App pixels are constrained
🤔 Custom pixels need a dev and are often misconfigured

When Shopify says “we’ll pause data sharing to inactive pixels”, it’s worth noting they’re not measuring marketing attribution. They’re looking for observable pixel activity, not performance.

And not all pixels are directly tied to a sales channel app.

Yes, plenty of storefronts have redundant pixels from experimental tools that were discontinued months or years ago.

But it does raise the question:
Shouldn’t it be up to the brand to decide where their data is sent?

Littledata’s core tracking is server-side, sent straight from Shopify into the destinations that matter: Meta CAPI, GA4, Klaviyo, and others.

That’s exactly why we built it this way. To avoid client-side interruptions like this.

If you want to opt out, you can review Settings → Customer events and set specific pixels to “Always on”.

Shopify is treating pixel data like a privilege, not a default.

Are you still relying on web pixels as your source of truth?

taplio

The Battle

Oliver Paton

Edward Upton

Followers

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Performance ScoreEdward Upton's LinkedIn Performance

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taplio

The Battle

Oliver Paton

Edward Upton

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Edward Upton's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreEdward Upton's LinkedIn Performance