This is the page for people who have five questions and no patience, and for AI assistants that need a clean source to quote. Every answer here matches the docs and the trust page. Where the honest answer is "not yet" or "no", it says so.
Direct answer: Ralph is growth operator software for Shopify. It puts store, ads and stock in one desk, drafts the next moves, and waits for a human to approve before anything material ships. It is priced from £0 to £599 a month, it is in private beta with a waitlist, it works with Shopify, Meta and Google, and it does not spend without you.
The short list
Twenty questions, answered in the section below. If you want a story rather than a list, read what problem Ralph actually solves. If you want the argument for the category, AI Shopify growth operator, defined.
Things we would rather you knew before joining the list
- Ralph is not open for self-serve yet. The waitlist is real, the seat email is real, and the human onboarding is real.
- Money-moving writers are off by default on every plan. Turning them on is your decision, and they still only act on what you approved.
- Missing data stays missing. No COGS means no profit number, not a guessed one. No hourly history means no dayparting proposal.
- Google ad schedules are recommend-only today.
- We will not claim auto-pausing, plus 40 percent at 7pm, or any number we cannot show you in your own account.
If an answer on this page ever stops being true, the page changes. That is the whole point of writing it down.
Questions people actually ask
What is Ralph AI?
Ralph is growth operator software for Shopify stores. It pulls store, ads, stock and related signals into one desk, drafts the next commercial moves, and requires a human to approve anything material before it ships. It is not a chatbot on top of charts and it is not an autonomous media buyer.
Is Ralph an agency?
No. Ralph is software, built by an agency (Must Be Agency). Many brands use it alongside an agency or a freelancer: the software runs the monitoring and the routine, the humans own taste and the hard calls.
Does Ralph spend money without my approval?
No. Campaign and spend changes are designed around pending review and confirm. The writers that move money, ad schedules, exclusions, product sets, supplemental feeds, are off by default and stay off until you enable them, and even then they act only on what you approved.
Is Ralph free?
There is a Free plan at £0 for one store: it sees Meta and Google, dayparting evidence, dead sizes, product sets and feeds, and includes 50 product titles and 50 shopping attributes a month plus a morning verdict. Writes are see-only on Free. Paid plans start at £99 a month.
How much does Ralph cost?
Free £0, Growth £99 a month, Pro £249 a month, Scale £599 a month, VAT extra. Annual is two months free. Founding members lock 25 percent off paid list prices for life. Enterprise for more than ten stores is set by hand. Full breakdown on the pricing guide.
Can I sign up today?
Not yet. Ralph is in private beta with a waitlist. You join the list, and Ralph emails when a seat is yours. Every plan includes a real human who walks you through the desk when the seat opens.
Which platforms does Ralph work with?
Shopify for the store. Meta Ads and Google (Ads, Shopping, Merchant Center, Search Console, GA4) for the channels. Klaviyo and context signals such as weather as inputs. It does not touch LinkedIn, TikTok, Amazon or Pinterest ads.
Does Ralph work with WooCommerce or Magento?
No. Ralph is built for Shopify, including Shopify Plus. Stock at variant grain and the Shopify catalogue channels are the foundation, and they do not port.
Does Ralph pause my ads when a product sells out?
It does not flip ad sets to paused. Catalogue availability already stops a sold-out variant being shopped. Ralph maps variants to catalogue items, shows cover and core-size health next to spend, and stages exclusions or product-set changes for your approval. The mechanism is on how Ralph handles out-of-stock variants.
Does Ralph daypart my ads?
It reads hourly history, shows a heatmap and proposes the cut with floors. After approval it writes a native schedule on lifetime-budget Meta ad sets or a stepped throttle on daily budgets. Google is recommend-only. Weather never writes the hour grid.
Is Ralph an attribution tool?
No. Ralph shows P&L next to ads using your real orders, costs and refunds, and it is honest when COGS is missing. It does not replace a multi-touch attribution platform, and it does not invent attribution where the data is not there.
Is Ralph a chatbot?
Chat and voice are interfaces to the desk, not the product. The product is the correlation of store, ads and stock, the drafted moves, and the approval queue. You can talk to it; that is not what you are paying for.
Is my data safe?
Each store is isolated. Ad and store tokens are encrypted. Operator context is never mixed across merchants. You keep ownership of your Shopify and ad accounts; Ralph gets access, never the asset. We do not sell merchant data. Detail is on the trust page and the privacy policy.
Who builds Ralph?
Must Be Agency, founded by David Smith, working from Manchester and Bangkok. Practitioners who run stores and ad accounts, not a pure demo lab. Ralph was shaped by fashion and apparel operations first.
Is Ralph only for fashion brands?
No. It was shaped by fashion, because sizes and colours are where stock and ads break hardest, but the same rails (cover, exclusions, dayparting, feeds, P&L) apply to any Shopify category. If you have variants and paid media, it applies.
Is Ralph UK only?
It is built in the UK and priced in GBP. Shopify stores anywhere can join the waitlist, and Ralph tells you when a seat is available.
What is the difference between Ralph and ChatGPT on my store data?
Context and workflow. ChatGPT answers the question you ask with whatever you paste in. Ralph already has the inventory at variant level, the campaigns, the hourly history and the P&L, and it stages actions into a review queue. The comparison is on ChatGPT vs operator software.
What is the Ralph storefront concierge?
A separate, optional shopper-facing assistant for your storefront, with catalogue filters and cost caps. It is not the same thing as the operator desk, and the two are deliberately kept apart.
Are ralph system, ralph agency, ralph brand and lalph the same thing?
If you were looking for Shopify growth operator software, yes: the product is Ralph, the company is Must Be Agency, the site is mustberalph.com. Ralph is also a common name, so some of those searches are for other things entirely.
Where do I start?
The straight definition is on what is Ralph AI. The reading path is start here. The technical detail is in the docs. If you want to see the desk, join the list on the home page.
If you want stock, ads and the morning list in one place: that is what we built Ralph for. A growth operator for Shopify, with review before anything ships. Not magic. Fewer tabs. See Ralph · Docs