280 pages. 100+ Shopify projects. 8 years of accumulated experience launching, redesigning and scaling e-commerce brands in France. That is what Florian Pohl and Volkier Bentinck, co-founders of Stellar Projects, have condensed into a single book: "Creating Your Brand in the Age of AI" ("Créer sa marque à l'ère de l'IA"), available on Amazon since March 2026. A guide unlike anything that existed in French until now - and it was written precisely to fill that gap.
Contents
Why this book didn't exist in French
In 2026, creating an e-commerce brand is no longer a question of technical platform. It is a question of strategic clarity, brand consistency and the ability to bring in the right tools at the right time. Yet almost all the resources available in French fall into two unsatisfying categories: either they remain highly theoretical, disconnected from the operational realities of a founder juggling margins, inventory and Shopify growth all at once - or they focus on a single lever (SEO, ads, graphic design) without ever giving the big picture.
Volkier Bentinck puts it clearly in the book: no guide covered the entire journey, from brand positioning to launching a high-performing store with a Shopify agency, while concretely integrating artificial intelligence at every step. That is the gap "Creating Your Brand in the Age of AI" fills in 280 dense pages, packed with real cases and concrete figures.
The results speak for themselves: rated 4.9/5 on Amazon within its first weeks, the book is today the only French-language guide that combines Shopify development, branding and generative AI for ambitious brands.
The STELLAR™ method in 7 principles
The heart of the book is the STELLAR™ method - a proprietary framework developed by Florian Pohl and Volkier Bentinck over more than 100 real Shopify projects. It is not a checklist. It is a systemic compass for building consistent, resilient brands, even with limited resources. Each letter of the acronym stands for a core principle.
S - System
Build the brand's systemic consistency: vision, identity, message, offer. Everything has to fit together. A brand without a clear system produces inconsistent communication, unstable pricing and a team that is flying blind.
T - Traction
Create magnetism. Traction does not come from the ad budget - it comes from the clarity and consistency of the message. Brands that naturally attract their audience solved this problem before spending a single euro on acquisition.
E - Execution
Move from idea to reality, methodically and measurably. Execution is the rarest skill in e-commerce: many founders have good ideas, very few know how to turn them into stores that convert and into recurring revenue.
L - Leverage
Amplify with AI and the right tools. Generative artificial intelligence is not there to replace expertise - it amplifies it. A founder who masters these tools can produce in one week what a team of 5 people used to produce in a month. It is a structural competitive lever, not a gadget. Stellar Projects illustrates this concretely in its article on integrating AI into Shopify with Lovable, which shows how these tools already fit into real e-commerce workflows.
L - Learning
Learn continuously. The brands that last are the ones that learn fast: from customer feedback, analytics data, A/B tests, mistakes. The ability to turn information into fast decisions is a skill that can be built.
A - Adaptation
Pivot without losing your bearings. Adaptation is not a panicked reaction to a bad week - it is a systemic ability to adjust the offer, the message or distribution without disorienting the team or customers.
R - Resilience
Go the distance. Resilience is built before the crisis, not during it. It is a financial, organizational and strategic architecture that allows a brand to weather turbulence without collapsing. Founders who went through the 2020-2024 period in e-commerce know how much this principle changes everything.
The STELLAR™ method is presented in detail on methode-stellar.fr, where you can also access resources that complement the book.
AI for brand creation: from concept to store
What sets "Creating Your Brand in the Age of AI" apart from traditional guides is its hands-on approach to generative artificial intelligence. The book does not just mention AI as a trend - it shows, step by step, how to integrate it into every phase of developing an e-commerce brand.
Brand positioning: AI makes it possible to test angles in a few hours, analyze the competition at scale and identify differentiating angles that manual analysis would have taken weeks to produce. Visual identity: image generation tools now allow a brand with a limited budget to explore visual universes and brief a designer with unprecedented precision. Copywriting: writing product pages, collection pages, Klaviyo emails and SEO content can be significantly accelerated without sacrificing editorial quality - provided you know how to prompt and proofread. Shopify SEO itself benefits directly from these new content production capabilities.
As Florian Pohl sums it up in the book: integrating AI into brand creation is no longer a competitive option, it is a condition for survival in a market where launch cycles keep accelerating. Brands that ignore these tools find themselves structurally less competitive against rivals who do use them.
The 2026 e-commerce trends analyzed by Stellar Projects confirm this direction: generative AI is now built into the production workflows of the best-performing brands, whether for content, analysis or personalization. Brands that have not yet made this shift are building up a structural lag that is hard to close.
Who is this book for?
The book is aimed at three distinct profiles that Stellar Projects works with every day in its agency business.
DTC founders who are launching or repositioning an e-commerce brand and are looking for a complete frame of reference - not a series of scattered tips. Those who want to understand why their store isn't converting, how to structure their offer, and how to use AI without losing their brand identity. If you are in the process of launching a Shopify store, this book is the most structured starting point available in French.
E-commerce managers working at established brands who want to modernize their approach and bring AI into their processes without losing brand consistency. The STELLAR™ method gives them a framework for structuring decisions that are often made under pressure.
Agencies and consultants who want to enrich their methodological toolkit and have a shared working tool with their clients. The STELLAR™ method is an effective common language for aligning teams on priorities.
To choose the right approach for your situation, it can help to understand the differences between Shopify and Shopify Plus, two tiers of the platform that do not meet the same needs or suit the same stages of growth.
Stellar Projects: the agency behind the method
The STELLAR™ method did not come out of a think tank or purely theoretical reflection. It is the direct product of 8 years of hands-on work at Stellar Projects, with more than 100 Shopify stores delivered and €58M generated for clients such as Panier des Sens, Le Minor, Maroquinerie Renouard, PERS Skincare and Qiriness.
What sets Stellar Projects apart from other technical agencies is that its founders are online merchants themselves. Cabania (children's cabin beds), Superbon and WeLoveBeauty are brands created and run directly by the Stellar team. This first-hand experience radically changes the nature of the recommendations: every piece of advice given to a client has already been applied, tested and validated in-house.
Publishing the book is also a way of making what Stellar Projects applies every day for its most ambitious clients accessible to everyone. To go further on optimizing your Shopify conversion rate, the Stellar blog offers additional resources that naturally extend the lessons of the book.
For journalists and partners who want to learn more about Stellar Projects' positioning and the context of the publication, the full press release is available for download.
How to get the book
"Creating Your Brand in the Age of AI" is available on Amazon in paperback, with 280 pages entirely dedicated to building ambitious e-commerce brands in the age of generative AI. Rated 4.9/5 by its first readers, it is to date the most comprehensive French-language resource on the subject.
If you are starting your Shopify project and want the support of a team that has lived through the situations described in this book, the Stellar Projects team is available to talk it through. To understand how to choose the right Shopify expert for your project, our dedicated guide will give you the right evaluation criteria before you commit.
The book is just the beginning. The method can be applied starting today.
