Private beta. Shopify stores, anywhere.

The growth operator for Shopify Ralph works nights. You say yes.

While you sleep, Ralph reads your store, your ads and your stock. By 7am there's one short list on your phone. Tap yes and it ships. Tap no and nothing happens. Size 12 sold out at 14:03 and your ads are still paying for it. Ralph checks every size against every campaign overnight and has the fix staged by morning. You say yes. Your ads spend at 3am while your customers sleep. Ralph reads sixty days of your own hours overnight and leaves a schedule on your morning list. You say yes. Merchant Center says green. Your shelves say otherwise. Ralph reads Shopping, your feed and your stock overnight and lists the fixes by 7am. You say yes. The overnight half of an agency retainer, done by software that never bills by the hour. One list every morning. You say yes. ROAS looks great. Your bank disagrees. Ralph puts cost of goods next to ad spend for every product overnight, so the losers are on your list by 7am. New to all this? Connect Shopify and add the rest later. Ralph reads your store overnight and leaves one plain-English list by 7am. You say yes. Plenty of tools give you a dashboard. Ralph works the night, drafts the fixes and waits for your yes. Nothing moves without you.

Try a free tool How he handles sold-out sizes How he dayparts The Shopping fix What a retainer costs True profit, explained Try a free tool The honest comparison

Free from day one. No card. Founding members keep 25% off for life.

Sixty seconds, one night, one Shopify store. From 22:00 to 07:11 Ralph checks sold-out sizes against live ads, finds the hours that never sell, matches weather to stock, rebuilds product sets, rewrites lazy titles and puts true profit next to ad spend. At 07:02 you get one list. You say yes. Then it ships. The full transcript is below the film.

Read the film
  1. 22:00 Twelve tabs. 22:00. Still in twelve tabs? Go to bed. Seriously.
  2. 22:19 Meet Ralph. Meet Ralph. He works nights. Step 1. Connect Shopify. Add the rest later.
  3. 00:40 Stock exclusions. Size 12 sold out at 14:03. Ads still paying. Exclusion staged.
  4. 02:00 Dayparting. Your ads spend at 3am. Your customers are asleep.
  5. 03:15 Weather. Rain Saturday. 140 raincoats in. Wet Saturdays sell 2.4x. Drafted.
  6. 04:10 Product sets. Ads for stuff you can't ship? New set. In-stock only.
  7. 05:00 Titles and attributes. "BLK JKT V2" isn't a title. 14 rewritten. None published.
  8. 05:40 True profit. ROAS looks great. Bank disagrees. Linen loses £2.10 a unit.
  9. 07:02 The morning list. 07:02. Coffee's on. Ask him anything. He was up. Step 2. Six decisions. One list. Step 3. You say yes. Then it ships. Leak stopped. £180 a day back.
  10. 07:11 Ralph works nights. Ralph works nights. You say yes. Free from day one. Founding 25% off for life.

22:00

Still in twelve tabs?

Shopify in one. Meta in another. Google, Merchant Center, the stock sheet, the inbox, the Slack message that starts "quick one". Every tab is fine on its own. The money leaks through the gaps between them, and the gaps don't have a tab.

  1. Size 12 sold out on Friday. The ads found out on Monday.
  2. Your ads spend at 3am. Your customers are asleep.
  3. Merchant Center says all green. The warehouse says otherwise.
  4. The retainer renews every month. The tabs stay open.

Spent on nothing since you got here £0.00 Sample store, at the film's overnight rate.

Go to bed. Seriously. Ralph's got the night.

The night shift. Six jobs, no overtime.

Every night Ralph works the same six jobs across your store and your ads. He reads, he drafts, he stages, and then he waits for you. Here's the rota.

Ralph is growth operator software for Shopify stores. Overnight he checks every size and colour against your Meta and Google catalogue ads, reads which hours actually sell, matches the weather to your stock, keeps product sets to what you can ship, rewrites weak Shopping titles and puts cost of goods next to ad spend. Each fix lands on one morning list, and nothing spends, publishes or pauses until you approve it.

  1. 00:40

    Size 12 sold out at 14:03. Ads still paying.

    Ralph checks every size and colour against every Meta and Google catalogue campaign. When a variant runs dry he stages excluding that variant, not the whole product, and keeps a one-tap undo for restock day. Merchandisers call this core-size automation.

    Watch it at 0:10 How core-size automation works

    Try the maths: days of cover for one product

    30days of cover
    Healthy

    At 4 units a day you sell out in 30 days, and the restock lands in 10. Ralph would leave this one alone and say so.

  2. 02:00

    Your ads spend at 3am. Your customers are asleep.

    Ralph reads sixty days of your own sales hour by hour, finds the hours that never pay, and proposes a schedule with floors so nothing goes dark. On Meta he applies it once you say yes. On Google he hands you the exact hours to set.

    Watch it at 0:15 How Ralph dayparts Meta and Google

    Overnight, 0 to 6, is below average on 7 of 7 days. Ralph proposes OFF there and nowhere else.

    Drag the slider down. The picture gets noisier and, under three weeks, Ralph stops proposing anything. The floors are the product: never more than half the week, never a whole day, nothing on thin data.

  3. 03:15

    Rain on Saturday. 140 raincoats in.

    Ralph reads the forecast where your customers live and lines it up with what's on your shelves. Wet Saturdays sell raincoats, and he makes sure Friday's list says so. Weather never spends a penny on its own.

    Watch it at 0:20 Weather-triggered ads, honestly

  4. 04:10

    Ads for stuff you can't ship? Not on his watch.

    Ralph builds product sets from what's actually in stock and keeps them that way as stock moves. New sets wait, paused, for your yes.

    Watch it at 0:25 Product set rot, and the fix

  5. 05:00

    "BLK JKT V2" isn't a title.

    Google Shopping reads your titles before a shopper does. Ralph rewrites the lazy ones and fills in the missing colour, size and material. Fourteen rewritten last night. None published until you've read them.

    Watch it at 0:30 Shopping attributes that matter

  6. 05:40

    ROAS looks great. Bank disagrees.

    Ralph puts cost of goods next to ad spend for every product, so the linen shirt losing £2.10 a sale stops hiding behind a 4.1x. No costs on file? He tells you. He never guesses.

    Watch it at 0:35 True profit next to your ads

07:02

Coffee's on. The list is in.

Six decisions, each with the money attached, in plain English. Yours to answer before the coffee goes cold.

  1. Connect Shopify.Add Meta, Google and Klaviyo when you're ready. Ralph starts with what he's got.
  2. Read the list.Six decisions, not sixty charts. Each one says what, why and what it's worth.
  3. Say yes.Then it ships. Say no and nothing moves.

Nothing spends, publishes or pauses without your yes. The writers that move money are switched off until you switch them on.

Ask him anything. He was up.

Type or talk: how did yesterday go, which size is about to run out, is Saturday worth pushing. He already has the picture.

07:02 · Your morning listSample store

  1. 00:40 Stock

    Size 12 sold out at 14:03.

    Harris jacket. Still live in 2 campaigns, about £180 a day aimed at an empty shelf.

    Exclude size 12, keep the rest?

  2. 02:00 Dayparting

    £46 spent between midnight and 6am.

    Sixty days of this store, zero orders in those hours.

    Trim them, with a floor?

  3. 03:15 Weather

    Rain Saturday. 140 raincoats in.

    Wet Saturdays sell 2.4x on this store.

    Push the raincoats on Friday?

  4. 04:10 Product sets

    Ads for stuff you can't ship?

    A new set, built from what's on the shelf right now.

    Swap it into the catalogue ads?

  5. 05:00 Titles

    "BLK JKT V2" isn't a title.

    14 rewritten, like "Harris Wool Jacket, Black".

    Publish all 14?

  6. 05:40 True profit

    Linen loses £2.10 a sale.

    4.1x ROAS on paper. Negative after cost of goods.

    Move its budget to the jacket?

  7. 07:03 Done

    Six decisions. That's the morning.

    Ralph works nights. You said yes.

    Every morning looks like this. Ralph does the night, you do the yeses.

Swipe right for yes, left for not now.Six decisions like this, every morning. Nothing here touches a real store.

Built for whoever's still up at 22:00.

One person

The founder doing every job. Ralph takes the night shift so you can take the morning off from your laptop.

A small team

One list the whole team can read, instead of five dashboards nobody opens.

Brand with an agency

Keep them for the big ideas. Ralph does the overnight checking, so their hours go on thinking instead of watching.

Agency, many stores

Up to ten stores, each kept separate, each with its own list every morning.

The overnight half of a retainer. A fraction of the invoice.

The jobA retainer, usuallyRalph
Checking stock against live adsWeekly, if someone remembersEvery night, every size
Pausing hours that don't sellA monthly reviewProposed from sixty days of your own hours
Fixing Shopping titlesBilled as a projectOn the list, ready to read
Profit per productA spreadsheet at month endNext to ad spend, every morning
Who decidesOften the agencyYou. Every time.
Price£750 a month and up for a light retainerFrom £0. Paid plans from £99 a month

The honest long version, including where an agency still wins

Priced like software. Works like staff.

Start free on one store. Move up when you want Ralph to do the work as well as point at it. Founding members keep 25% off for life, not for a launch week.

£3.30 a dayGrowth, per day. A light agency retainer starts around £750 a month, fees only, and does not work weekends.
One weekendAds pointed at a sold-out size from Friday night to Monday can cost more than a month of Growth. That is the leak Ralph closes first.
£0 to startFree is not a trial with a clock on it. It is the whole desk with the writers switched off, for as long as you like.

Not sure which? Two questions.

Growth. One shop, and Ralph acts on what you approve. £99 a month, £74 as a founding member.

Free
Start here

For the shop finding its feet, or anyone who wants to look before paying.

The whole desk, with the writers switched off

£0 / month

£0 a day, for as long as you like

No card. Nothing publishes. A real person still walks you through it.

Ralph reads your store, Meta and Google, gives you a one-line verdict every morning, and fixes 50 product titles and 50 Shopping attributes a month. You see every leak: the dead size still in ads, the hours that lose money, the products Shopping will reject. You fix them yourself, or move up when you would rather he did.

What Ralph can do here: sees everything, sends nothing.

The numbers
Stores1
Product titles50 / mo
Shopping attributes50 / mo
Ad drafts0
Ad writesSee only
Reports20 + a daily verdict
ModelFast, one-line verdict
Growth

For one shop and one pair of hands.

The first plan where Ralph can act

£99 / month£83 / month

£3.30 a day. About four days of a light retainer, and it works all thirty.

Founding members: £74 a month, for life.

£990 a year, two months free. Founding 25% still applies.

Everything Free sees, plus the hands. Pull a sold-out size out of the campaigns still paying for it. Switch off the hours that lose money, or throttle them on a daily budget. Rebuild a product set from real stock. Push a supplemental Shopping feed. A full morning brief instead of a one-liner, and 100 ad drafts a month waiting for your yes.

What Ralph can do here: exclusions, dayparting, product sets and feeds on one shop, after you approve.

The numbers
Stores1
Product titles100 / mo
Shopping attributes2,000 / mo
Ad drafts100 / mo
Ad writesAfter you approve
Reports80 + a full brief
Creative30 drafts, 5 videos, 4 plans
ModelStandard, full brief
Pro
Recommended

For a live brand with a thin team.

Three shops, every signal, the strongest model when it matters

£249 / month£208 / month

£8.20 a day. Less than an hour of a freelancer, every day.

Founding members: £187 a month, for life.

£2,490 a year, two months free. Founding 25% still applies.

Three isolated shops. Every overnight signal read rather than skimmed: stock, weather, spend, customers. Four times the ad drafts of Growth, so you stop choosing which product gets a line this week. The strongest model steps in when the call is hard, and the reports that matter most run on it. This is the plan we point most live brands at.

What Ralph can do here: everything in Growth, across three shops, with a morning read per signal.

The numbers
Stores3, isolated
Product titles200 / mo
Shopping attributes5,000 / mo
Ad drafts400 / mo
Ad writesAfter you approve
Reports250 + 4 on the strongest model
Creative120 drafts, 20 videos, 30 plans
ModelStrongest when needed
Scale

For a group, or an agency running one.

Ten shops, one standard, one brief for the group

£599 / month£499 / month

£19.70 a day. Less than £2 a day per store at ten.

Founding members: £449 a month, for life.

£5,990 a year, two months free. Founding 25% still applies.

Ten isolated shops with the same approval rule on every one. A group brief each morning that tells you where the money and the risk are across all of them. Group-level volume on drafts, creative and reports. Nothing mixes between stores, ever. Above ten, we set it up by hand.

What Ralph can do here: everything in Pro, across ten shops, with the group brief.

The numbers
Stores10, isolated
Product titles1,000 / mo
Shopping attributes15,000 / mo
Ad drafts1,500 / mo
Ad writesAfter you approve
Reports1,000 + 20 on the strongest model
Creative400 drafts, 60 videos, 100 plans
ModelStrongest, group brief
More than ten stores

There is no Enterprise price on this page, on purpose

Scale is the top of the list. Above ten stores we set the price by hand, with the same approval rules and no mystery SKU. Tell us how many stores and what keeps you up at night, and we will talk like humans.

Talk to us
You still say yesWrites wait in review, always. Nothing goes live in secret, on any plan.
Stock next to adsThe join that stops you paying for a size you cannot ship, on Free too.
A real personWalks you through the desk when your seat opens. Not a chatbot, not a video.
Founding 25% offLocks the day you join the list. For life. No card today.

When to move up. Free to Growth the day you want Ralph to do the work as well as report it. Growth to Pro when you run more than one shop, or when the week is being rationed and you want every signal read. Pro to Scale when it is a group and one standard matters more than anything else.

Compare every job Same words on every plan. Open for the full matrix. Closed keeps this page calm.

A 0 is not a missing feature. It means you can see that job, and Ralph will not draft or send it this month. Ad drafts are copy waiting in review. Ad writes are when those drafts, plus daypart, exclusions, sets and feeds, can actually go to Meta or Google after you click yes. Free is see only. Paid writes after you approve.

Locked plan matrix. Monthly counts reset with the billing month. Writes still wait for your yes. Desk is not open yet.
On the desk Free Growth Pro Scale
The shop
Who it is forHow we expect each plan to be used. Look first. Get 50 products right One live shop that can write ads Live brand. Stop rationing the week Brand group. One standard
StoresIsolated Shopify shops. Tokens and data never mix. 1 1 3 isolated 10 isolated
FreshnessHow often the warehouse and ads picture refreshes. Daily cron Full Full Full
Ralph and reports
RalphThe operator you talk to. Stronger as you go up. Overnight jobs are separate. Not a message-cap chatbot. Fast model · morning verdict Standard model · full brief Strongest model when needed Strongest model · group brief
Morning reportOvernight read. Verdict is one line. Brief is a full note. Per signal is every detector. Hero is the group story. One verdict One full brief Every signal Group brief
Reports / moOn-demand P&L, ads and stock. Missing COGS stays missing. No invented margin. 20 80 250 1,000
Reports on the strongest model / moThe hard reads on the strongest model. Not every report. 0 0 4 20
Meta and Google
Meta / Google ad drafts / moCopy and RSA lines waiting in review. This is not live spend. 0 100 400 1,500
Ad writes after approveWhether Ralph can send drafts, daypart, exclusions, sets and feeds after you click yes. Writers default off. See only. Nothing publishes Yes. One shop Yes. Up to 3 shops Yes. Up to 10 shops
Daypart, lifetime budgetNative Meta ad set schedule. Real hours, not a screenshot. See only Write after approve Write after approve Write after approve
Daypart, daily budgetDaily sets stay on. Stepped throttle after you approve: dim toward a floor, restore later, hold in learning. Not a fake calendar. See only Throttle after approve Throttle after approve Throttle after approve
Google hoursRecommendations only. Ralph does not invent a Google hour writer. See only Recommend Recommend Recommend
Stock exclusionsPull a sold-out SKU, size or colour out of one campaign. Catalogue availability is not the same as pausing an ad. See only Write after approve Write after approve Write after approve
Product setsSmart catalog sets for DPAs and carousels, from real inventory. Stay paused until you say go. See only Write after approve Write after approve Write after approve
GMC feedsSupplemental Merchant feeds and diagnostics. We do not overwrite your primary feed. See only Write after approve Write after approve Write after approve
WeatherDemand context next to stock and ads. It does not move budget. It is not an hour writer. See. Never spends See. Never spends See. Never spends See. Never spends
Catalogue and creative
Product titles / moSEO title rewrites. Free is 50 products of basics. Paid is a bigger title desk. 50 100 200 1,000
Shopping attributes / moColour, size, material, GTIN-class fills. A scan of the catalogue, not 2,000 ads. Bulk apply is gated and has a run ceiling. 50 2,000 5,000 15,000
Creatives / moStill image drafts. Launch count is how many can go to ads after you approve. 0 drafts · 0 launches 30 drafts · 8 launches 120 drafts · 30 launches 400 drafts · 100 launches
Video / moVideo drafts. Same approval rule. 0 5 20 60
Deep plans / moStrategy plans on the strongest model. Not a chat reply. 0 4 30, strongest model 100, strongest model
CustomersRisk, repeat and value from real orders. Empty shops stay empty. We do not invent people. See See See See
Every plan
A real person to onboard youA real person walks you through the desk when the seat opens. Not a chatbot. Yes Yes Yes Yes
Approval defaultMaterial changes sit in review. You confirm. Control is not a buried setting. Always Always Always Always

VAT extra where it applies. Priced in pounds; cards from any country work and your bank converts. Paid checkout is not live yet; the waitlist is how you lock founding 25% off. Every plan in plain words: Ralph pricing explained. Full desk in the docs. Against a retainer: Ralph vs agency.

You asked. He was up.

Short and straight. Twenty more on the Ralph AI FAQ.

Can I use Ralph today?
Not yet. Ralph is in private beta. Join the list and we email you when a seat is yours; a real person then walks you through the desk. If you already have access, sign in. Want in sooner? Share your link. Each operator who joins from it moves you up.
Does Ralph work outside the UK?
Yes. Ralph connects to Shopify, Meta and Google wherever the store is, and works in your ad account’s own time zone. Prices are in pounds; your card is charged in pounds and your bank converts at its rate. The examples on this site use UK sizes and UK hours because Ralph was built in Manchester and Bangkok by people running UK stores, not because it stops at the border.
What is Ralph AI?
Ralph, which people search for as Ralph AI, is the growth operator for Shopify stores. He reads your store, ads and stock overnight, drafts the commercial moves, and waits for your approval before anything material ships. Not a chatbot. Not unsupervised spend. The full definition is on what is Ralph AI.
I’m a small shop. Is this overkill?
No. If you run a Shopify store and wear every hat, this was built for you first. Start on Free with the store alone, add ads and email when you are ready. You are not buying an enterprise suite. You are buying help that still asks before it ships.
Does Ralph publish without my approval?
No. Anything that changes your ads or your store sits in a review queue with the evidence attached until you confirm it. The writers that move money are switched off by default on every plan, and they only act on what you approved even when you switch them on.
What do I need connected?
Shopify is required. Meta, Google and Klaviyo make the picture richer. Partial setups work fine. You grow into the rest.
Does this replace my agency?
For a lot of stores, Ralph covers the part of a retainer that is really just watching: stock against ads, the next campaign package, the morning list. Keep a sharp human for strategy and creative if you have one. Many brands run both, with the agency's hours going on judgement instead of monitoring. The honest comparison is on Ralph vs a growth agency.
How is my data handled?
Each store is isolated. Tokens encrypted. We don’t sell your data. Privacy and Terms have the legal detail. Short version: your commercial data stays yours.
Already have access?
Sign in at app.mustberalph.com with Google. Agency operators use the agency path on login. Prefer detail? Read the docs.
What does Ralph cost?
Free is £0 for one store: the whole desk with the writers off, 50 product titles and 50 Shopping attributes a month, and a daily verdict. Growth is £99 a month (£74 for founding members) and is the first plan where Ralph acts on what you approve. Pro is £249 (£187 founding) for three isolated stores and every signal. Scale is £599 (£449 founding) for ten. Annual is two months free. VAT extra. The plain-words version is on Ralph pricing.
What is an ad draft vs an ad write?
An ad draft is copy Ralph writes for you to look at. An ad write is when that copy, plus daypart, exclusions, product sets and feeds, can actually go to Meta or Google after you click yes. Free has 0 drafts and writes are see only, so you can see the leaks without anything publishing. Growth and up have a monthly draft count and writes after you approve. Writers default off.
What do I get if I move up a plan?
Free to Growth is the day Ralph can act rather than report: exclusions, dayparting, product sets and feeds on one shop, after you approve, plus a full brief and 100 ad drafts a month. Growth to Pro is three isolated shops, every overnight signal read, four times the drafts and the strongest model when the call is hard. Pro to Scale is ten shops and a group brief. Same jobs at every level. More room.
Is Ralph a chatbot with a message cap?
No. Ralph is an operator on your shop. You can talk to him about stock, ads, weather, a title or a dead size, and he already has the picture. The overnight work happens regardless. The model gets stronger as you move up the plans, from a fast daily verdict on Free to the strongest model on the hard calls on Pro and Scale. We do not sell chats per hour.
Is there an Enterprise plan?
Yes, but it is not a public SKU. Scale covers 10 stores. Above that we set it by hand. Same approval rules. No mystery price on this page. Email rocketman@mustbeagency.com or join the waitlist and say how many stores.
Can Ralph daypart daily-budget Meta ads?
Native Ad scheduling needs a lifetime budget. Daily sets stay on and get a stepped throttle after you approve: dim toward a floor in weak hours, restore later, hold in learning. Not a fake calendar. How throttle works.
Does weather spend without me?
No. Weather is a demand signal next to stock and ads. It does not move budget on its own and it is not an hour calendar. Weather ads.
Will Ralph overwrite my Google feed?
No. Ralph uses supplemental GMC feeds and diagnostics. We do not silently overwrite your primary Merchant feed. How feeds work.

Read the long answers

Go to bed. Ralph's got the night.

Join the list and we'll email you when your seat is ready. A real person walks you through it.

Free from day one. No card. Founding members keep 25% off for life.