Avenue Z, a Miami, Florida–based provider of hybrid digital marketing and PR services, has acquired Varfaj, a Miami-based company specializing in Shopify design and technology solutions.
The deal amount was not disclosed.
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With this acquisition, Avenue Z will grow its e-commerce capabilities by combining performance media with specialized Shopify development to support AI-driven buying experiences and agentic commerce.
As platforms like OpenAI and Shopify integrate shopping into conversational AI, commerce is quickly moving toward “agentic commerce,” where AI agents guide and complete purchases.
With Shopify supporting nearly one-third of U.S. e-commerce, Varfaj’s strong Shopify expertise, combined with Avenue Z’s performance media capabilities, helps brands improve their online stores for both shoppers and AI agents, leading to quicker purchases and higher-quality conversions across social, search, and AI-driven platforms.
As part of the integration, Varfaj will rebrand as Avenue Z, and Conforti will take on the role of Chief Growth Officer. The acquisition also adds Varfaj’s proprietary development framework and conversion rate optimization technologies to Avenue Z’s performance marketing platform.
“Dr. Jonathan Snow, Chief Innovation Officer at Avenue Z, said the move brings together performance media, conversion focused design, and cultural influence. He explained that success today is not just about reach, but about how customers experience a brand across every digital touchpoint and this acquisition helps complete that experience.”
“David Conforti, Founder and CEO of Varfaj, said they have always believed design, technology, and performance media should work together as one system. He said joining Avenue Z allows them to scale that approach and be part of one of the most innovative management teams in the industry. He added that their mission is to help brands grow from startup to nine-figure revenue.”
Founded in 2018, Varfaj quickly built a reputation as an agile, product-focused Shopify development firm. The agency has worked with many direct-to-consumer and growth-stage brands, emphasizing fast launches and a revenue-driven approach.
Varfaj will join Avenue Z’s Miami headquarters, which serves as the agency’s main hub for eCommerce solutions. The announcement follows Avenue Z’s strong growth as an agency of record for fast-growing consumer brands, helping drive over $1 billion in eCommerce revenue through client campaigns, more than 500 Shopify builds, and over 25,000 earned media placements.
About Avenue Z
Founded in 2023 by Jeffrey Herzog, Avenue Z is a hybrid digital marketing and PR agency focused on influence. It is an AI-powered, data-driven company built to move quickly. Brands work with Avenue Z to grow revenue and reputation across all channels, from ChatGPT to The Wall Street Journal, Shopify to TikTok, and Meta to Google. The agency supports consumer, tech, and finance brands through earned, owned, and paid media strategies.
About Varfaj
Founded in 2018 by CEO David Conforti, Varfaj is a Shopify Plus partner offering UI/UX design, platform migration, conversion rate optimization, and growth strategies for consumer-focused brands. The company has launched over 200 storefronts and helps clients improve performance to drive strong growth.
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