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So There Is This Girl Who Kinda Stole My Heart She Calls Me Poppop Shirt, hoodie, tank top
My wife owns an ice cream shop here in Canada, and she wanted to basically find a bunch of local people that would explore her ice cream shop. And so, she targeted moms living in our community. She just found a bunch of mom groups on Facebook, and started going in there and asking them about peanut allergies, and asking them about lactose intolerance allergies, just to get a sense of what they wanted. And now, she has this great business of all these moms that are coming to her ice cream shop. That didn’t cost her any money. All she did was go and find where those pockets of target demographic are hanging out. The reason, I think, whether it’s influencer marketing or content marketing, I know that people roll their eyes when you talk about, “Well, my business is based on content marketing. My business is based on influencers.”
But the reason those are so effective, is because capital is not the most important ingredient for that. What’s important is creativity, and frankly, hustle, and working really, really, really hard to build great content that’s very, very compelling. So, when you see a snowboard shop that happens to have a podcast, and you kind of laugh at, “why does this snowboard shop need their own podcast?” Well, maybe that is the most effective way for them to find new customers for that snowboard shop.
That was not possible 10 years ago. Ten years ago, if you wanted to get people into your physical store, you had to get a billboard, you had to advertise on TV or radio. Money was everything, and so those that had more money won. And now, it’s far more democratic, in that there are other ways to acquire customers. I think that’s a better model.
Do you see Shopify helping people acquire customers? Right now, you’ve got the Shop app, which I do want to talk about. That’s your most consumer-facing product. All the rest of your products are really enabling the business centers to operate. Do you see yourself headed in that more consumer direction, where you run basically a catalog for lots of independent businesses?
No. We have no plans to be a marketplace. Shop app for example, it truly is a shopping assistant, and allows you to do things like accelerated checkout, it allows you to track your packages. There’s a tab now where you can find and discover new local businesses, or you can discover Black-owned businesses, or you can discover women-owned businesses and stuff.
So there are ways to discover more types of businesses, but the idea really, there, is to create this amazing shopping companion for a modern consumer. We make it really easy for you as a merchant on Shopify, to buy ads on Facebook or Instagram or TikTok, directly from the Shopify admin. In fact, we will then tell you which are converting better, which products are selling best, so you can make better decisions.