Shopify, which began as a Canadian snowboard marketing company, has evolved into an e$-$commerce software solutions provider that allows merchants to quickly and easily set up and maintain an online store. Shopify helps merchants compete against Amazon. Its been expanding its business to provide tools in payments, inventory control, and shipping. In addition, the company rolled out Shopify Capital to extend loans to U$.$S$.$ merchants. To test the merits of Shopifys strategy and distinguish it as a winning strategy, which major question needs to be addressed?