Commerce – both of the brick-and-mortar and online variety – can be a cutthroat industry, and as an entrepreneur, you need every advantage that you can get to navigate a highly-competitive landscape.
Enter Midknight Genius: a global top 200 Shopify Premier Partner agency based out of Huntington, NY that first opened their doors for business in 2015.
According to Founder and CEO Jason Sidana, Midknight Genius helps businesses harness the full power of Shopify—a commerce platform that enables companies to sell products online, in physical stores, and across multiple sales channels from a single system. Shopify is used by entrepreneurs, brands, retailers, wholesalers, manufacturers, distributors and enterprise organizations to run their entire commerce operations.
But despite their vast reach, Shopify is basically just a sales platform; beyond that, Midknight Genius can do everything you need to be able to integrate your company into that platform and take care of all of your business-related needs.
“What we do is we build on Shopify. So, whether it’s a retailer, B2B wholesaler, manufacturer, distributor, or e-commerce, we can help them” Sidana said. “We can create a wholesale portal where their customers can buy in bulk. We can also create an e-commerce website so brands can sell directly to their customers.”
“And if anyone has a retail operation, we can implement Shopify’s point-of-sale system with seamless inventory management, so now everything becomes unified. It’s all in one platform.” he continued. “From data migrations, integrations, custom development to design, we handle it all.”
Considering the scope of Midknight Genius’ business model, you’d think that its founder would have come from a heavy-duty tech background; however, that surprisingly is not exactly the case. Instead, he was initially involved with his family’s business, and tech simply came naturally as a way of streamlining things and making them more efficient.
“My family owns a footwear & apparel business, and we have stores all over Long Island, Queens, and Brooklyn. Plus, a wholesale distribution business. I was born and raised into it,” he said. “We got into E-com in the late 2000’s. Our first sales channel was eBay. We then expanded to Amazon, built our own websites, and began selling on marketplaces worldwide.”
With the expansion into a worldwide market, it was clear that they needed the technological resources to back up their endeavor; however, what they needed wasn’t readily available, so Sidana & team took it upon himself to dig in and build it from scratch.
“The way I got into technology was that we had to custom-build our own POS, ERP and our own inventory management systems, because nothing really existed at the time. Now, there are plenty of platforms in the market, with Shopify being the top one.”” he said. “At the time, I didn’t know anything about tech or software development. I literally learned as I went, and that’s how I caught the bug. As my expertise grew, I started doing consulting for startups, brands, wholesalers and distributors.”
“I essentially built a freelance consulting business into an agency, because people kept asking to help with their businesses.”
Sidana took everything that he learned out of necessity to improve and expand and evolve his family’s business, and became an impressive knowledge resource for other businesses; eventually, that all led to the genesis of Midknight Genius, and the rest is history.
Then, partnering with Shopify, the company soon entered into an unstoppable upward trajectory.
“We became Shopify Partners in 2016, in 2018 we became Shopify Experts, in 2021 we became Shopify Plus Partners and now officially as of 2025, we are Shopify Premier Partners.” he said. “Right now, the business is heavily focused on Shopify, because that’s been our go-to platform. It’s the number one platform for commerce right now, so we’re just doubling down on it.”
And no matter the size of your business, Midknight Genius can help you integrate it into the Shopify platform and customize the experience to fit your unique needs and demands.
“We come in, architect the tech stack, build a road map and start implementing,” Sidana noted. “We also are developing our own apps where we see gaps in the market. Those will be published in the Shopify App Marketplace later this year.”
Sidana also confirmed that the company is embracing Artificial Intelligence, and plans to begin using it extensively to not replace the work that their human staff are engaging in, but to help enhance it.
“We’re incorporating AI into everything that we do. So as of right now, we’re not offering any AI services to clients, but we are utilizing it internally to streamline our own operations,” he said. “Then, once we have this proven model, we can provide AI implementation services to other businesses. So, it’s no different than how I started with the family business.”
Midknight Genius has anywhere quite a few clients at any given time, most of them multi-million-dollar operations, and growing a skillset born out of necessity and cultivating it into such a forward-thinking, innovative, and successful business is something that Sidana said he takes a large amount of pride in.
“It feels great. I learned early on where I really wanted to be, and starting out in my family business,” he said. “It gave me hands-on experience that many in the tech field don’t have when dealing with clients. So, when I talk to clients, they see that I can talk the talk because I walked the walk.”
To find out more, please call Midknight Genius at 516-690-7456 or visit their website at https://midknightgenius.com.
