Price Fusion Terms of Service (Merchant Terms)

Version: 1.0 · Effective date: 14 October 2026

1. About these terms

1.1 Who we are. The Price Fusion app and service are provided by Price Fusion AI Ltd ("Price Fusion", "we", "us", "our"), a company registered in England and Wales under company number 17504479, whose registered office is at 9 Alma Road, Stockport, SK4 4PU, England.

1.2 Who you are. "You" means the business that installs Price Fusion on its Shopify store. If you accept these terms for a business, you confirm that you are authorised to bind it.

1.3 What these terms cover. These terms govern your use of the Price Fusion app, website, dashboard and any related tools (together, the "Service").

1.4 Other documents that form part of this agreement:

• (a) our Privacy Policy, published at https://www.pricefusion.ai/privacy, which explains how we handle personal data where we act as controller;
• (b) our Data Processing Agreement (the "DPA"), published at https://www.pricefusion.ai/dpa, which applies where we process personal data on your behalf, including your shoppers' data; and
• (c) the plan description shown in the app or on our pricing page when you subscribe (see clause 6 and Schedule 1).

1.5 Order of precedence. If documents conflict: the DPA prevails on the processing of personal data; a signed Custom agreement (clause 6.2(d)) prevails on what it covers; otherwise these terms prevail.

2. Accepting these terms and eligibility

2.1 How you accept. Price Fusion is available only through the Shopify App Store; there is no separate sign-up on our website. These terms are published at https://www.pricefusion.ai/terms. You accept them when you install Price Fusion on your store and approve its installation, and by using the Service. If you do not accept them, do not install or use the Service.

2.2 Business use only. The Service is for businesses only. You must not use it as a consumer. You confirm that you are acting for the purposes of your trade, business or profession and that you are at least 18 years old.

2.3 Your Shopify account. To use the Service on Shopify you need an active Shopify store. Your use of Shopify is governed by your agreement with Shopify, not by these terms.

2.4 One store per subscription. Each paid plan covers one store. Multi-store arrangements are available only under a Custom agreement.

3. The Service

3.1 What Price Fusion does. Price Fusion:

• (a) reads your store's catalogue (products, variants, prices, costs and stock), your order history and storefront signals collected by Price Fusion's web pixel, which Price Fusion adds to your store when you install it (for example product views and add-to-cart events);
• (b) analyses that data to estimate how demand responds to price and to recommend markdown prices;
• (c) on the Growth and Enterprise plans, reports how your store sells at full price ("Full Price Intelligence"): the share of your sales made with no discount, how much depends on discounts, the margin kept after discounts, the discount given away (the difference between a product's list price at the time of sale and the price paid), products discounted repeatedly, changes between periods, and rule-based signals suggesting products to check, to keep at full price or to leave out of a future sale. It may also show margin scenarios: estimates of the margin your recent sales would have made at set discounts, shown only where our estimate of the product's price sensitivity has medium or high confidence;
• (d) on the Growth and Enterprise plans, lets you build pricing campaigns (a set of products with new, lower prices, and optionally a start and an end date);
• (e) writes those prices to your Shopify store only when you launch a campaign, or when a campaign you have scheduled reaches its start time; and
• (f) lets you roll prices back within the rollback window (clause 4.6).

3.2 What Price Fusion does not do. Price Fusion:

• (a) does not change your prices on its own initiative. It writes prices only as set out in clause 4;
• (b) does not raise prices (clause 4.3);
• (c) does not set your prices for you. You decide whether to accept a recommendation, change it or ignore it. Full Price Intelligence's signals and margin scenarios are suggestions. They don't change any price or campaign, and any action they link to is one you take yourself;
• (d) is not legal, tax, accounting or financial advice;
• (e) does not guarantee any result, including sales, revenue, margin or stock sell-through; and
• (f) does not use any other merchant's data, or any competitor's non-public data, to produce your recommendations, and does not use your data to produce anyone else's, unless you opt in under clause 7.8. Your recommendations are produced from your own store's data.

3.3 You stay responsible for your prices. Every price on your store is your price. You are responsible for:

• (a) the prices you approve and launch, and any you schedule;
• (b) the accuracy of the data you give us or that comes from your store, especially product costs, VAT settings and stock; and
• (c) complying with all laws that apply to your pricing and sales, including consumer protection law, price-marking and price-indication rules (for example the rules on "was" prices and announced price reductions in the UK and the EU), VAT and tax law, and the rules of any marketplace or sales channel you use.

Price Fusion includes safeguards designed with those price-indication rules in mind: for example, its "was price" display is switched off, and it clears an existing compare-at price when it writes a campaign price (clause 4.4). These safeguards help you but do not replace your own checks, and compliance remains your responsibility.

3.4 Changes to the Service. We may change, add or remove features. If we remove a feature that is a material part of a paid plan, we will give you at least 30 days' notice, unless the change is needed sooner for legal, security or Shopify-platform reasons.

3.5 Availability. We aim to keep the Service available but do not promise uninterrupted or error-free operation. The Service depends on Shopify and on the providers we use to run it (clause 10.3). We offer no service-level commitment unless a Custom agreement says otherwise.

3.6 Support. You can contact us at support@pricefusion.ai. We aim to reply within one working day. This is a target, not a guarantee.

4. Price changes

4.1 When prices are written. Price Fusion writes a price to your store only when:

• (a) you launch a campaign in the app; or
• (b) a campaign you scheduled reaches its start time. A scheduled launch runs without you being present, so check a scheduled campaign before its start time.

Price Fusion does not write prices at any other time, except to put prices back (on a rollback you request, or at a campaign's end date).

4.2 Guardrails. You set guardrails for your store: a minimum margin, a maximum discount, a minimum stock level and product exclusions (products carrying a Shopify product tag you choose). The ranges allowed are limited: a minimum margin of 0% to 60% and a maximum discount of 5% to 80%. Price Fusion checks each campaign price against your guardrails:

• (a) when the campaign is created or edited; and
• (b) again at launch, just before any price is written, against the live price, stock and tags read from your store at that moment;

and does not write a price that fails those checks. When each price is written, Price Fusion checks again that the price is not a rise (clause 4.3). Guardrails are available on every plan that includes campaigns.

Guardrails reduce risk but do not remove it. They rely on the data available at the time of the check. For example:

• a margin check is only as good as the cost data held for the product; a product with no cost is not treated as passing a margin floor; and
• your margin, discount, stock and exclusion guardrails are checked just before the launch begins, not again as each price is written, so a cost, stock level or tag that changes during a launch is not caught.

You remain responsible for checking every price before you launch it.

4.3 No price rises. In this version of Price Fusion, campaigns can only lower prices or leave them unchanged. A campaign price above the product's current price is refused when the campaign is created, at launch, and again when each price is written. Planned price increases are not supported.

4.4 "Was" prices (compare-at prices). Showing a former price next to a sale price is regulated in the UK and the EU. Price Fusion's "was price" display is switched off: Price Fusion does not set a compare-at price on your products as part of a markdown. If a product already has a compare-at price when a campaign lowers its price, Price Fusion clears it when it writes the campaign price, so that your theme does not show an unchecked "was" price beside the new price. Price Fusion puts the earlier compare-at price back when it restores the product's price on a rollback or at the campaign's end date. It does not put it back if the price is not restored by Price Fusion: for example, if you or another app changed the price after launch, or after the 72-hour rollback window of an open-ended campaign (clause 4.6(b)). If you set or display a "was" price, reference price or sale message yourself (in Shopify, in your theme, in advertising or anywhere else), you are solely responsible for it being lawful.

4.5 Your review. Before you launch, the app shows you the proposed prices and any items it has refused, with the reason. You must review the prices before launching or scheduling a campaign. Launching or scheduling is your instruction to write those prices.

4.6 Rollback. You can roll back a live campaign, which asks Shopify to restore the prices (and any compare-at prices, clause 4.4) recorded before the campaign:

• (a) for a campaign with an end date, until that end date. At the end date Price Fusion automatically puts the prices back; and
• (b) for an open-ended campaign (no end date), for 72 hours after launch. After that, the new prices stay as your prices. Price Fusion cannot put them back up for you (clause 4.3), so any later change is one you make in Shopify.

Rollback restores the prices Price Fusion recorded. It does not undo sales made in the meantime, and it may not restore a price that you or another app changed after the campaign launched. A rollback depends on Shopify's systems and your store's connection to Price Fusion, and can fail in part. Check your store after any launch, rollback or end date.

4.7 Uninstalling with a live campaign. Uninstalling Price Fusion removes our access to your store. After that, Price Fusion cannot roll back or end a campaign, and a scheduled end date will not restore prices. Roll back or end any live campaign before you uninstall.

4.8 Partial launches. A launch writes prices one product at a time through Shopify's systems. Some prices may be written while others fail (for example because of a Shopify error, a changed product or a refused item). The app reports what was and was not written.

4.9 No guarantee of outcomes. Recommendations, projections and estimates (including projected revenue, margin, sell-through, demand, elasticity, margin scenarios, "time saved" and "value" figures) are estimates, not guarantees. Margin scenarios are estimates, not forecasts: they show what recent sales might have made at a lower price, assuming customers respond as our price-sensitivity estimate suggests, and they may be wrong. Estimates are based on past data and statistical models and may be wrong. Actual results depend on many things outside our control.

5. AI features

5.1 What they are. Some features use AI language models to write text: daily insights (such as "Did You Know"), the written summary in the dashboard briefing, explanations of recommended prices, campaign retrospectives and Strategy Studio answers (together, "AI Output"). This clause is our notice to you that the text in those features is written by AI. In the app, Strategy Studio answers and the campaign wizard's price explanations are also labelled "Written by AI".

5.2 AI Output may be wrong. AI Output can be inaccurate, incomplete, out of date or inconsistent with the numbers elsewhere in the app. It is not advice (legal, financial, tax or otherwise). Check it before relying on it. AI Output does not change prices; only a campaign you launch or schedule does.

5.3 What we send to our AI provider. To generate AI Output we send our AI model provider (currently Anthropic, one of our sub-processors) information about your store, such as your shop domain, products, prices, stock, sales figures and any text you type into the app. We do not send your shoppers' contact details or customer fields to it, unless someone types them into a free-text field (see clause 5.4). We use Anthropic (Claude API) to generate AI text. Anthropic processes the data we send under its Commercial Terms and Data Processing Addendum, does not use it to train its models, and keeps inputs and outputs for a limited period under its commercial data retention policy. Zero data retention is not enabled. No general or shared AI model of ours is trained on Your Data unless you opt in under clause 7.8, and Anthropic's models are not trained on it (clause 7.7). The provider is named in the Privacy Policy and the DPA.

5.4 Your inputs. Do not enter personal data about your shoppers or staff into free-text fields (such as campaign notes or Strategy Studio questions) unless you need to.

5.5 Usage limits. AI features are subject to daily limits that depend on your plan. When a limit is reached, the app may show standard text instead of AI Output until the limit resets.

5.6 Connected AI assistants. If you create an API key or connect an external AI assistant (such as Claude) to Price Fusion, that assistant can use the tools we make available. Those tools read your Price Fusion data and generate options, analysis and briefings; none of them creates, schedules or launches a campaign, rolls one back or writes a price. Some tools depend on your plan (for example, campaign options and briefings need Growth or Enterprise, and the Strategist needs Enterprise). The assistant's provider handles what it retrieves under your own arrangement with that provider, not as our sub-processor. You are responsible for keeping keys secret, for whoever uses them, and for anything done through them.

6. Plans, trials, fees and taxes

6.1 Billing through Shopify. Paid plans are billed only through Shopify's billing system; we don't take payment directly. You approve each charge on Shopify's confirmation screen, the charge appears on your Shopify bill, and payment is collected by Shopify under your agreement with Shopify. We do not collect your card details.

6.2 Plans. The plans are:

• (a) Free: no charge and no free trial. It includes the features listed for Free in Schedule 1. It does not include campaigns, price recommendations (the Price Action Center), price sensitivity estimates, Full Price Intelligence, Value tracking or Strategy Studio;
• (b) Growth: a monthly subscription that includes the features listed for Growth in Schedule 1, for launches covering up to 10,000 product variants;
• (c) Enterprise: a monthly subscription that includes the features listed for Enterprise in Schedule 1, with no variant cap on launches (subject to clause 6.13); and
• (d) Custom: custom plans by agreement, under a separate written agreement. Contact us at support@pricefusion.ai.

We may add new features or modules and offer them on particular plans or for an additional fee. A feature is part of your plan only if Schedule 1 or the billing page in the app says so when you subscribe.

6.3 Fees. The fees are:

• (a) Free: £0;
• (b) Growth: £499 a month, or US$649 a month; and
• (c) Enterprise: £749 a month, or US$999 a month.

Merchants whose Shopify bill is in pounds sterling pay the sterling price; other merchants pay the US dollar price, which Shopify may convert into the currency of your Shopify bill. Fees are shown in the app before you approve a charge, and are charged in advance for each 30-day billing period.

6.4 Taxes. Fees are as shown in the app and on our App Store listing. Shopify adds any VAT or sales tax that applies to your Shopify bill.

6.5 Free trial. Growth and Enterprise include a 14-day free trial, and each store gets one trial only. We may offer a different trial or promotional period (for example a referral or launch offer); the offer will state its length and when charging starts, and Shopify's approval screen shows the charge date. A promotional period counts as the store's one trial. The Free plan has no trial. Reinstalling the app, or switching between paid plans, does not start a new trial; if you move between paid plans during your trial, the days you have left carry over. To start a trial you approve the subscription through Shopify. Unless you cancel before the trial ends, Shopify will start charging the plan fee when it ends. If you cancel during the trial, the trial ends and you are not charged. To enforce the one-trial rule we keep, for 12 months after you uninstall, a record that your store has used its trial, identified only by a one-way keyed hash of your store's domain that cannot be turned back into the domain (see the Privacy Policy).

6.6 Upgrades. An upgrade takes effect at once. Shopify works out any adjustment to your bill for the rest of the billing period.

6.7 Downgrades. A move to a cheaper paid plan takes effect as Shopify's billing rules provide, which is usually from your next billing period. If, after a downgrade or a cancellation, you are over a limit of your new plan:

• (a) nothing is deleted, and we never put prices back because of a plan change;
• (b) live campaigns continue to their end date, and you can still roll them back;
• (c) a scheduled campaign over the limit is not launched at its start time and returns to draft, with a report; and
• (d) you cannot launch new campaigns until you are within your plan's limits.

6.8 Cancellation. You can cancel a paid plan at any time in the app. On cancellation your store moves to the Free plan at once. A paid month is non-refundable: you receive no credit or refund for the rest of the billing period you have paid for. If you cancel during a free trial, the trial ends and you are not charged. Uninstalling the app also ends your subscription (Shopify cancels an app's subscription when the app is uninstalled), on the same basis: no credit or refund for the current billing period, except under clause 2.4(c) of the DPA. Clause 6.7(a) to (d) applies to anything over the Free limits.

6.9 Refunds. A paid month is non-refundable. Except where the law requires it or clause 9.2 or clause 2.4(c) of the DPA provides, fees are not refundable and we do not give credits for part of a billing period.

6.10 Failed or frozen payments. If Shopify reports that your subscription is frozen, cancelled or unpaid, we may move your store to the Free plan until the subscription is active again.

6.11 Changes to fees. We will give you at least 30 days' notice of a fee increase. Under Shopify's billing system, a higher fee takes effect only once you approve the new charge. If you do not approve it by the date in our notice, your store moves to the Free plan (clause 6.7(a) to (d) applies) and you may uninstall at any time.

6.12 Limits may change before billing goes live. Until paid plans are switched on, some or all features may be available to you without charge. This does not entitle you to keep them free once plans apply.

6.13 Reasonable use. Plans without a variant cap are for reasonable use. If your catalogue or your use of the Service is so large that it puts a disproportionate load on the Service (for example, a catalogue many times larger than our other merchants' or launches covering a very large number of variants at once), we may contact you to agree a Custom plan. We will not suspend or limit your plan for this reason without first discussing it with you and giving you at least 30 days' notice.

7. Your data and your responsibilities

7.1 Your data. "Your Data" means the data Price Fusion receives from your store or from you, including catalogue, cost, order, stock and storefront-event data, and anything you type or upload. As between you and us, you own Your Data. You give us a licence to use Your Data to provide, secure, support, maintain and improve the Service, and for nothing else. To improve it we may use counts and statistics derived from Your Data (but not from personal data about your shoppers) that identify no store, product or person (for example, how often features are used, or how often a job or check fails). We use them only inside Price Fusion: we do not publish, sell or share them, use them to compare merchants, or use them to train, fine-tune or improve any statistical, machine-learning or AI model, including the models in clause 7.7. We never use Your Data, in any form, to train or improve models used for anyone else unless you opt in under clause 7.8. In particular, we do not sell Your Data, use it for advertising, use it to benchmark you against other merchants, or share it with anyone except the providers that help us run the Service (clause 14.4) or as clause 10.5 allows, unless you opt in under clause 7.8.

7.2 Personal data. Some of Your Data is personal data about your shoppers or staff. For example:

• order records that can be linked to a shopper; and
• pseudonymous storefront identifiers collected by the web pixel.

For this personal data, including your shoppers' data, you are the controller and we are your processor, and the DPA applies. For your account, billing, support, security and service-usage data we are the controller, as the Privacy Policy and clause 1.5 of the DPA describe.

7.3 Your responsibilities for shoppers' data. You are responsible for:

• (a) having a lawful basis for collecting your shoppers' data and sharing it with us;
• (b) telling your shoppers, in your own privacy notice, that you use third-party apps such as Price Fusion for pricing and analytics;
• (c) configuring Shopify's customer-privacy and consent tools (such as your cookie banner) correctly for the places you sell. Price Fusion's web pixel declares itself to Shopify as an analytics pixel only (not marketing or preferences, and not involved in the sale of data), and Shopify decides whether it runs based on each shopper's consent. Where your store's settings require consent, the pixel runs only for shoppers who have accepted analytics; where they do not, it runs without a prompt; and
• (d) not sending us special category data, or data about children, through the Service.

7.4 Accuracy. Recommendations depend on the data we receive. You are responsible for the accuracy of the costs, VAT settings, stock, guardrails and other settings you provide or keep in Shopify. Missing or wrong data, especially costs, can lead to poor recommendations. Full Price Intelligence's figures depend on your orders and on the list prices recorded at the time of sale. Prices set outside Price Fusion (for example Shopify Markets price lists or B2B catalogues), refunds that are not yet recorded, or missing price history can make a figure such as the discount given away inaccurate.

7.5 Security. We take appropriate technical and organisational measures to protect Your Data, as set out in the DPA. You are responsible for securing your Shopify account, your staff's access, and any API keys you create.

7.6 Your staff. Anyone who can open Price Fusion from your Shopify admin can use it on your behalf, including launching campaigns. You are responsible for who has that access and for their actions.

7.7 Your store's models. To produce your recommendations, Price Fusion fits statistical and machine-learning models to Your Data (for example, to estimate how your sales respond to price). You agree to this, and consent to it, by accepting these terms (clause 2.1). Those models are fitted only on your store's data and used only for your store, and are deleted with your store's data when you uninstall (clause 9.3). Where your store has little data, they start from fixed default values for its category, set in our software from general retail pricing ranges and not from any merchant's data. No general or shared AI model is trained on Your Data unless you opt in under clause 7.8. The AI features (clause 5) use our AI model provider's existing language models, which are not trained on it. Unless you opt in under clause 7.8, we do not combine Your Data with other merchants' data to train, fine-tune or improve any model; we do not use it, in any form (including anonymous, aggregated or derived forms), to train, fine-tune or improve models used for anyone else; and we do not allow our AI model provider or any other third party to do so. We do keep service-wide counts and statistics that identify no store, product or person (for example, the number of jobs run or errors recorded in a day, or how often a feature is used), which we use only to operate, secure, bill for, maintain and improve the Service as clause 7.1 describes, and never to train, fine-tune or improve any model.

7.8 Optional pooled and benchmarking features. We may in future offer optional features that use data from more than one store, such as benchmarks that compare your store with others, or models improved with data pooled across stores. No such feature is offered today. If we offer one, it will be off by default and will use Your Data only if you switch it on through a separate setting in the app, under separate terms shown to you when you do, and only as far as Shopify's API and Partner terms and the permissions your store has granted to Price Fusion allow. You can switch it off at any time. Nothing in clause 7.7 or 7.8 limits our right to develop, use and license our own software, methods and models that are built without Your Data.

8. Acceptable use and suspension

8.1 You must not:

• (a) use the Service in breach of any law, including consumer protection, pricing, competition and data protection law;
• (b) use the Service to coordinate prices with competitors, or to set misleading reference prices or misleading price reductions;
• (c) try to access other merchants' data, or the Service's systems, other than through the interfaces we provide;
• (d) disrupt or overload the Service, or get around plan limits, rate limits or security measures (for example by reinstalling to obtain further trials);
• (e) reverse engineer, decompile or copy the Service, or use the Service, its outputs or its documentation to copy its features or to build or train a copy of it, except where the law allows this despite this restriction. This does not stop you using other apps or providers, or building your own pricing tools without using the Service;
• (f) resell the Service, or share your account or API keys outside your business, except with agencies or contractors you authorise to act for your business, for whose acts and compliance with these terms you are responsible; or
• (g) upload malware, or content that infringes anyone's rights.

8.2 Suspension. We may suspend all or part of the Service for your store, with notice where reasonably possible, if:

• (a) you materially breach these terms;
• (b) it is needed to protect the Service, other merchants or your store (for example a security incident or suspected misuse);
• (c) the law, a regulator or Shopify requires it; or
• (d) your subscription is unpaid or frozen (clause 6.10 then applies instead where it can).

We will limit a suspension to what is needed. Unless the law, a regulator, Shopify or a security risk prevents it, a suspension stops new launches only: you can still roll back a live campaign, a campaign's end date still puts prices back, and you can still export your data.

9. Uninstalling, termination and your data

9.1 You may stop at any time by cancelling your plan or uninstalling the app from your Shopify admin. Read clause 4.7 first.

9.2 We may terminate:

• (a) on 30 days' notice for any reason;
• (b) at once, by notice, if you materially breach these terms and do not put the breach right within 14 days of our notice, or if the breach cannot be put right;
• (c) at once if you become insolvent; or
• (d) if Shopify stops us offering the Service on its platform.

If we terminate under (a) or (d), we will refund or credit, through Shopify, any fees paid for the period after termination.

9.3 What happens on termination or uninstall:

• (a) your access ends, and Price Fusion's access to your store ends;
• (b) prices already written to your store stay as they are unless they were rolled back or reverted at an end date before access ended;
• (c) we delete Your Data as set out in the Privacy Policy and the DPA: about 48 hours after uninstall, when Shopify asks us to delete your store's data (a daily check also starts the deletion for uninstalled stores whose last data sync was 48 hours or more ago); and
• (d) export anything you want to keep (clause 9.5(b)) before you uninstall.

9.4 Survival. Clauses 6 (for fees due), 9.3, 9.5, 10, 11, 12, 13 and 14 survive termination.

9.5 Moving to another provider. You can switch to another provider, or to your own systems, at any time:

• (a) you can end your plan by cancelling or uninstalling, with no notice period, and we never require more than 2 months' notice to switch;

• (b) to switch, cancel your paid plan rather than uninstalling. Your store moves to the Free plan (clause 6.8), your data stays, and the exports below (except those not on the Free plan) remain available while the app stays installed, so you can take as long as you need and, unless we terminate under clause 9.2, have at least 30 days to retrieve your data before you uninstall. Full Price Intelligence and products' price-sensitivity estimates are not on the Free plan (Schedule 1), and on the Free plan the Monthly insights report leaves out insights that rest on a prediction, so export these before you cancel if you want them. Uninstalling ends your access at once and starts deletion under Shopify's rules (DPA clause 2.8: about 48 hours after uninstall). The app's exports are:

  • (i) your products and their sales, stock, cost and margin figures, as CSV or a printable PDF (from the Products page, and, except on the Free plan, also from the Campaigns page), and each product's figures and price history, as CSV (from its product card);
  • (ii) the reports, as CSV: Trading Performance, Profit & Margin, Stock & Cover, Monthly insights, and Price Changes & Campaign Outcomes (Price Fusion's price changes in a period you choose of up to 365 days, and your finished campaigns' outcomes; long lists show only the latest entries); and
  • (iii) Full Price Intelligence, as CSV (not on the Free plan).

  The exports include some estimates shown in the app, such as a product's price-sensitivity estimate, where it has one (in its product-card CSV), but not the statistical and machine-learning models fitted for your store, or our software, methods or algorithms. Your store's catalogue, orders and other source data stay in your Shopify store, available to you there and to any provider you choose; and

• (c) we make no charge for switching or for these exports.

10. Intellectual property, third-party services, feedback and confidentiality

10.1 Our IP. We and our licensors own the Service, including its software, models, algorithms, designs, content and documentation. Subject to these terms and your plan, we give you a non-exclusive, non-transferable licence to use the Service for your business while you are a customer. No other rights are granted.

10.2 Your outputs. You may use the recommendations, reports (including Full Price Intelligence and its CSV export), exports and AI Output the Service produces for you in your business. We do not promise that AI Output is unique or free of third-party rights.

10.3 Third-party services. The Service runs on, and depends on, Shopify (your store, its API, the web pixel framework and billing). It also uses providers we engage to help run it, such as hosting, database, background-job and AI model providers. Those providers are our sub-processors, listed in the Privacy Policy and the DPA; we remain responsible for them (clause 14.4). They are not covered by the next paragraph or by the exclusions for Shopify and your chosen apps and services in clauses 12.2(e) and 12.5, and clause 14.5 covers their failures or outages only where we chose and managed them with reasonable care and could not reasonably have avoided the effect.

We are not responsible for Shopify, or for apps and services you choose to use with your store, for their availability, or for changes to them, including changes to Shopify's API or policies that affect what the Service can do. Your use of Shopify is governed by Shopify's terms.

Shopify's position. Price Fusion is our app, not Shopify's. We alone are responsible for it, including for developing and supporting it and for how it handles your data. Shopify is not a party to these terms, is not liable for any fault in the Service or for any harm that comes from installing or using it, and cannot help you install or use it except where Shopify itself says it will. Nothing in these terms limits your freedom to run your business or to use other apps or providers.

10.4 Feedback. If you send us ideas, suggestions or feedback, we may use them freely and without payment to you.

10.5 Confidentiality. Each of us will keep confidential the other's non-public commercial information that it receives in connection with the Service, including your costs, margins and pricing, and our non-public product, pricing and technical information ("Confidential Information"). Each of us will use the other's Confidential Information only to perform these terms or exercise its rights under them, and will disclose it only to its own staff, advisers and contractors (in your case, including agencies you authorise under clause 8.1(f); in ours, including our sub-processors under clause 14.4) who need it for that purpose and are bound by duties of confidentiality at least as protective as this clause. Each of us is responsible for those it discloses to. This clause does not apply to information that:

• (a) is or becomes public other than through a breach of this clause;
• (b) the receiving party already knew, without a duty of confidentiality, before receiving it;
• (c) the receiving party lawfully receives from someone else without a duty of confidentiality; or
• (d) the receiving party develops independently, without using the other's Confidential Information.

Either of us may disclose Confidential Information where the law, a court or a regulator requires it, telling the other first where the law allows and it is practicable. Feedback under clause 10.4 is not your Confidential Information. Personal data is also covered by the DPA and the Privacy Policy, which prevail for it. This clause survives the end of these terms for as long as the information remains confidential.

11. Warranties and disclaimers

11.1 What we promise. We will provide the Service with reasonable skill and care.

11.2 What we don't promise. Except as expressly stated in these terms, and to the fullest extent the law allows, the Service is provided "as is" and "as available". In particular, we do not warrant that:

• (a) recommendations, projections, estimates, reports and measures (including Full Price Intelligence and margin scenarios) or AI Output are accurate, complete or suitable for your business;
• (b) any price, campaign or strategy will increase your sales, revenue, margin or profit, or reduce your stock;
• (c) the Service will be uninterrupted or error-free, or that every price write or rollback will succeed; or
• (d) your use of the Service, or any price you set with it, complies with the laws that apply to you.

All other warranties, conditions and terms implied by law are excluded to the extent the law allows.

12. Limitation of liability

Please read this clause carefully. It limits what you can claim from us.

12.1 What we do not limit. Nothing in these terms limits or excludes liability for:

• (a) death or personal injury caused by negligence;
• (b) fraud or fraudulent misrepresentation; or
• (c) anything else that cannot be limited or excluded by law.

12.2 Losses we are not liable for. Subject to clauses 12.1 and 12.5, we are not liable, whether in contract, tort (including negligence), breach of statutory duty or otherwise, for:

• (a) loss of profits, revenue, sales, margin, business, contracts, anticipated savings or goodwill;
• (b) loss caused by prices you approved, launched or scheduled, or by prices left in place after a rollback window or after you uninstalled;
• (c) loss arising from inaccurate or incomplete data provided by you or your store (including costs, VAT settings and stock);
• (d) loss caused by your reliance on recommendations, projections, reports and measures (including Full Price Intelligence and margin scenarios) or AI Output;
• (e) loss caused by Shopify, or by apps or services you choose to use with your store. Our own sub-processors are not apps or services you choose; we remain responsible for them (clauses 10.3 and 14.4);
• (f) fines, penalties or regulatory action resulting from your pricing, your price indications or your handling of shoppers' data, except to the extent caused by our breach of the DPA; or
• (g) any indirect or consequential loss.

12.3 Cap. Subject to clause 12.1, our total aggregate liability for all claims arising out of or in connection with these terms, the DPA and the Service, including liability for data-protection claims, is limited to the greater of:

• (a) the fees you paid for the Service in the 12 months before the event giving rise to the first claim; and
• (b) £100.

12.4 Time limit. You must tell us about a claim, with reasonable detail, within 12 months of the date you became aware, or ought reasonably to have become aware, of the event giving rise to it. We are not liable for a claim notified later.

12.5 Service Faults. A "Service Fault" is where, because of a defect in the Service and not because of your data, your instructions, Shopify, or apps or services you choose to use with your store, Price Fusion:

• (a) writes a price to your store that you did not launch or schedule;
• (b) writes a price different from the price shown to you in the campaign you launched or scheduled;
• (c) writes a price that failed a guardrail check that clause 4.2 says Price Fusion carries out, or writes a price without carrying out that check;
• (d) fails to put prices back at a campaign's scheduled end date while Price Fusion still has access to your store; or
• (e) on a rollback you request, puts back a price other than the price Price Fusion recorded before the campaign.

We are liable for your direct loss of margin caused by a Service Fault, even though it falls within clause 12.2(a) or (b). That loss is the difference between the price written (or left in place) and the price that should have applied, for the units sold at it, from the time of the Service Fault until the earlier of (i) the time the price was corrected and (ii) 72 hours after we told you, or you otherwise became aware, of the fault. You must show the loss with reasonable evidence, and you must take reasonable steps to limit it, including correcting the price in Shopify once you know of the fault. A delay or failure that clause 14.5 covers is not a Service Fault. Our liability for Service Faults is within the cap in clause 12.3.

13. Indemnity

13.1 Your indemnity. You will indemnify us against claims brought against us by a third party (including a regulator), and the losses, fines and reasonable costs (including legal fees) we incur as a result, to the extent they arise from:

• (a) the prices and price indications on your store, and your compliance with consumer, pricing and price-indication law, except to the extent caused by a Service Fault;
• (b) your processing of your shoppers' personal data, including any lack of a lawful basis or of consent, except to the extent caused by our breach of the DPA;
• (c) Your Data infringing anyone's rights; or
• (d) your breach of clause 8.

Your liability under this clause 13.1 is not limited by a cap, but it covers only the matters listed in (a) to (d).

13.2 Our indemnity. We will indemnify you against claims brought against you by a third party alleging that your use of the Service, as permitted by these terms, infringes that third party's intellectual property rights, and the damages and reasonable costs you incur as a result. This covers use of the Service as intended, including with Shopify and with the integrations described in our documentation. It does not apply to a claim to the extent that it arises from Your Data, from AI Output, or from your combining the Service with software, data or services that we did not supply or authorise, where the infringement would not have occurred without that combination. Our liability under this clause is within the cap in clause 12.3.

13.3 Conduct of claims. The party claiming under an indemnity must tell the other promptly, let it control the defence and settlement (it must not settle in a way that admits fault on the other's behalf without consent), and give reasonable help.

14. General

14.1 Changes to these terms. We may change these terms. For a material change we will give you at least 30 days' notice by email or in the app, unless the change is needed sooner for legal, security or Shopify-platform reasons. If you do not agree to a change, you may cancel and uninstall before it takes effect. If you continue to use the Service after it takes effect, you accept the changed terms.

14.2 Notices. We will send notices to the email address associated with your Shopify store or your Price Fusion account, or show them in the app. Send notices to us at support@pricefusion.ai; a notice starting legal proceedings must also be sent by post to our registered office. An email notice is treated as received at the time it is sent, unless the sender receives a delivery-failure message.

14.3 Assignment. You may not transfer your rights under these terms without our consent. We may transfer them to a company in our group or to a buyer of our business, on notice to you.

14.4 Subcontractors. We may use subcontractors and sub-processors to provide the Service, as set out in the Privacy Policy and the DPA. We remain responsible for them.

14.5 Events beyond our control. We are not liable for delay or failure caused by events beyond our reasonable control, including failures of Shopify, internet outages, cyber-attacks we could not reasonably have prevented, or changes in law. A failure or outage of a provider we use to run the Service (clause 10.3) counts as an event beyond our reasonable control only where we chose and managed that provider with reasonable care and could not reasonably have avoided its effect on the Service.

14.6 Entire agreement. These terms (with the documents in clause 1.4) are the whole agreement between us about the Service. Neither of us relies on any statement not set out in them. This does not limit liability for fraud.

14.7 Severance and waiver. If any part of these terms is found unenforceable, the rest continues to apply. A delay in enforcing these terms is not a waiver.

14.8 No partnership. Nothing in these terms creates a partnership, agency or employment relationship.

14.9 Third-party rights. No one other than you and us has any right to enforce these terms under the Contracts (Rights of Third Parties) Act 1999.

14.10 Governing law and jurisdiction. These terms, and any dispute arising from them (including non-contractual disputes), are governed by the law of England and Wales, and the courts of England and Wales have exclusive jurisdiction.

15. Contact

Questions about these terms: support@pricefusion.ai

Price Fusion AI Ltd, 9 Alma Road, Stockport, SK4 4PU, England. Registered in England and Wales, company number 17504479.

Schedule 1 — Plans

What each plan includes, as shown on our pricing page and on the billing page in the app. A feature is part of a plan only if it is listed for that plan.

Custom plans by agreement. Other features, limits, stores or prices can be agreed in a separate written Custom agreement (clause 6.2(d)). Contact us at support@pricefusion.ai.

Prices are as shown in the app and on our App Store listing; Shopify adds any VAT or sales tax that applies (clause 6.4). Rollback is never restricted by plan, including after a downgrade.