Author

Matt Naughton

Founder & E-commerce Consultant

Matt Naughton is the founder of Naughton & Bird, the Hong Kong-based Shopify Plus Partner consultancy that builds and optimises discovery-ready stores for SEO, GEO, and agentic commerce. He has worked in e-commerce since 2008, and spent a decade growing Lights4fun from a start-up into Europe's leading decorative lighting retailer. He chose Shopify for Lights4fun in 2016 and founded Naughton & Bird in 2020, and today he works across the UK, Hong Kong and Dubai.

His specialism is agentic commerce, which is how AI models and shopping agents read a store and buy from it on a customer's behalf. He is fascinated by where it is going, and he thinks it is early but inevitable and that the brands that move first will win when adoption comes. His Signals articles follow it, from Shopify's Agentic Storefronts and UCP to agents.md, alongside the SEO and Klaviyo fundamentals it is built on.