3 Things Shopify Unite Taught Us About the Future of Ecommerce


We just returned from Shopify Unite and learned a lot about the future of ecommerce. Let’s get right to a few of the big highlights.


Going global

Let’s face it. Selling to someone in Paris, France or Paris, Texas should be a reality for any direct-to-consumer (DTC) brand. There’s a world of consumers yearning for content and products from brands that create something great, and it should be much easier for brands to handle international and cross-border sales.

Fortunately, Shopify just announced some major changes to make this more of a reality than ever.

On top of the six languages they already offer, Shopify revealed they’ve added 11 additional languages. What’s more, the platform will now give international-focused merchants the option to sell a product in multiple currencies—all the while getting paid in the currency of their choice.

These simple, but impactful, upgrades are another step forward in making the world a bit smaller for ecommerce-focused brands.  


3D and AR… OK?

Image source: Shopify

It’s no surprise that getting a consumer to engage with your ecommerce store is super important. That’s why we’re excited to see Shopify move in the direction of 3D models and augmented reality (AR) display solutions.

eMarketer recently reported that 42.9 million people in the US will use virtual reality (VR) and 68.7 million people will use AR at least once per month this year. Now is the time for DTC brands to consider how they can best leverage the massive potential and upside these technologies can offer their businesses.


Image source: Shopify


Will this fulfill your goals?

Probably some of the biggest news to come out of Shopify Unite is the announcement of their Shopify Fulfillment Network.

Shopify says this “will provide US merchants with a network of distributed fulfillment centers, and uses machine learning to ensure timely deliveries and lower shipping costs, putting their brand and customer experience front and center.”

Currently, centers will span California, Georgia, New Jersey, Nevada, Ohio, Pennsylvania, and Texas. For customers, in theory, it will be a seamless experience—a normal checkout experience while Shopify, behind the scenes, will ship products in the fastest and most effective way possible by choosing the closest fulfillment center.

Why is this such a big deal? Well, it’s clearly progress in the right direction.

Shopify wants to make this new system available to brands no matter whether they ship 10 or 10,0000 packages. Regardless of whether you’re just starting out or you’ve scaled your business significantly, brands are increasingly becoming better able to take greater ownership of their own growth and success.

The bottom line is that brands no longer have to solely rely on marketplaces (ones that rhyme with Glamazon, for example) and distributors to reach consumers. This is a really good thing for brands and a really, really amazing benefit for customers. In the end, it’s clear that changes like this further move the needle toward brands ultimately owning more and more aspects of their business growth.


See how you can take ownership of your marketing and grow your business. Learn more about Klaviyo’s integration with Shopify.

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