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So a great example is, go back when you were 10 years old or something and you wanted to go buy a video game at the video game store, There was a time it opened, at 9AM on a Saturday morning. Once you picked up the game on the shelf, you went into line. You had to use this credit card, but they didn’t accept that credit card. But basically, it’s always the same. It was always the retailer dictating to the consumer how to purchase.

The big shift that is happening that will exist long after the pandemic and, frankly, will be the future of retail, will be that consumers will simply say, “I want to buy however is most convenient for me.” And if you’re a really forward-thinking merchant like Allbirds, for example, and you know that it’s all about consumer choice, then you’re going to have a great physical store in San Francisco and New York City and a whole bunch of other places, you’re going to have a great online store, you’re going to cross-sell on things like Instagram and Facebook, you may also activate the TikTok ad channel because that’s when you can reach new potential customers. But what Shopify’s role in all that is, is that we want to integrate all of it into a centralized retail operating system.

So, think of Shopify as the hub of where you run your business day-to-day. When you say you’re going to work in the morning, you open up the Shopify admin, you have your inventory, your analytics, your reporting, you do fulfillment from there. One major spoke of that hub will be the online store. Another major spoke may be the offline store, but all the other spokes are going to be with Facebook and Google and Instagram and TikTok and all those companies.

And so our partnership with all these companies is predicated on this idea that we want to enable these merchants, these brands, to sell wherever they have customers. What is the modern-day town square? If you want to sell across a whole variety of age brackets, you need to sell everywhere. And that is really what Shopify’s role is, and that’s the reason why we partner with all these companies.

That’s very optimistic, and I want to believe that that is true. And certainly, I buy some things in stores, and I buy some things online, and I am notorious for impulse buying things on Instagram, as listeners know.

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