Avenue Z, a hybrid agency focused on influence and revenue growth for fast-moving brands, announced it has acquired Varfaj, a recognized Shopify design and technology premier partner. The transaction positions Avenue Z to expand its full-funnel capabilities and deepen its focus on AI-powered, agent-led commerce experiences.
The deal aligns Avenue Z with broader shifts in digital commerce as platforms such as OpenAI and Shopify integrate discovery and purchasing directly into conversational AI environments. With Shopify powering nearly one-third of U.S. ecommerce, Varfaj’s expertise in Shopify development and optimization strengthens Avenue Z’s ability to support brands navigating what it describes as “agentic commerce” – buying experiences increasingly led by AI agents.
Varfaj, founded in 2018, built its reputation as an agile, product-focused Shopify development firm serving direct-to-consumer and growth-stage companies. The firm has delivered more than 200 storefronts, emphasizing rapid launch timelines and revenue-focused ecommerce strategies.
As part of the integration, Varfaj will rebrand as Avenue Z. Founder and CEO David Conforti will join Avenue Z as Chief Growth Officer. The acquisition also brings Varfaj’s proprietary development framework and conversion rate optimization technologies into Avenue Z’s broader performance marketing infrastructure.
Avenue Z said the move strengthens its ability to combine performance media, search engine optimization, e-commerce development, and cultural influence into a unified growth engine. The company cited its track record of driving more than $1 billion in ecommerce revenue across client campaigns, completing over 500 Shopify builds, and securing more than 25,000 earned media placements.
Varfaj will integrate into Avenue Z’s Miami headquarters, which serves as the agency’s center of excellence for e-commerce solutions.
Founded as an AI-accelerated, data-first digital marketing and PR firm, Avenue Z works across earned, owned, and performance media channels, partnering with brands in consumer, technology, and finance sectors.
KEY QUOTES
“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
“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
“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
