Task description: The assessment involves the application of strategic marketing theories, concepts and tools to analyse a case. The aim of this assessment is to evaluate if students are able to understand important strategic marketing issues from a given set of information. It is important that the case analysis report is limited to the case information only (i.e., no additional research about the company or the industry is necessary). The objective is to analyse the case from the marketing managers' point of view, given the information they had at a particular point in time. The answer should use a combination of at least 5 (five) academic journal and textbook references.

Your case analysis document should be structured as follows:

I. SITUATION ANALYSIS Synopsis and evaluation of situation as described in the case. Be diagnostic; do not merely re-state material from the case. Assess relevant environmental information, market, and competitors. What are the firm's objectives? What are the firm's strengths and weaknesses? What are the distinctive competency(ies)?

II. DEFINING PROBLEM(S) OR DECISION AREA Do not confuse symptoms with problems: think of problems as causes and symptoms as effects. Sales decline may be the result of low sales force morale, and thus high turnover rates. These may be due to an inadequate compensation plan, caused by low profit margins, in turn the result of incorrect pricing, and an outmoded distribution system. The decision area must address the cause and not the solution.

III. IDENTIFICATION AND EVALUATION OF ALTERNATIVE COURSES OF ACTION Prepare a list of feasible strategic alternatives. Refine the list to 2-3 alternatives by asking the following questions. Are the alternatives feasible, given financial, production, marketing, and managerial constraints? Use information from the situation analysis. Will the alternatives address the identified problem? You must explain the strategy for each of the alternatives and explain your reasoning. Alternatives could be evaluated in terms of the pros (advantages) and cons (disadvantages) of each in point form.

IV. RECOMMENDED COURSE OF ACTION (THE MARKETING STRATEGY) Of the listed alternatives which one do you recommend? State the main reason(s) for your choice. Please take short- and long-term goals into consideration for the recommended strategy.

V. Critically evaluate the proposed recommendation. What would be some of the major consequences of your recommendations? For example, if you recommend to expand to other countries, what would be the best method (e.g. export, MKT3601 Page 3 of 5 franchise, licensing, acquisition, or wholly-owned subsidiary)? What would be the impact on production, human resources, organizational structure, or financial resources? What would be some of the metrics you utilise to evaluate the success of recommended strategy? Additional case study information ? In the case analysis you only need to use the information provided in the case about the specific company. There is no need to update the case study facts. ?

The purpose of the case study assignment is to apply the theory. It is your laboratory work. The case study is concerned with the application of the theory in a specific context. To do this means to pull the facts apart, look for relationships from which you can draw conclusions and make predictions.

+ Bb 643 x Deep F Creatin S Shopify The Pul F Shopify w Semestonline Cite Thi G shopify iF Shopify S Shopify Homew ECU Home - Bb - asses Bb Microsc G * s Paused C learn-ap-southeast-2-prod-fleet01-xythos.content.blackboardcdn.com/5de9boc2d91ec/6438748?X-Blackboard-Expiration=1635163200000&X-Black... 1 / 8 64% + E 6438748 488 Part 5: Cases C19.1 THE PRODUCT MIX Rather than offering a basic shopping cart solution or an open-source platform that requires coding knowledge, Shopify serves as a one-stop shop for all e-commerce needs. Shopify focuses on satisfying multiple customer needs: the need for an online store, the need for customer support, the need for order fulfillment, the need for payment transaction tools, and more. The company achieves this with a wide product mix, from its base e-commerce platform to cash advance programs. CASE 19 Many e-commerce retailers use separate tools and services to run their business (e.g., web host, -mail marketing platform, third-party logistics provider), but Shopify has solidified its lead over on by identifying common struggles e-commerce retailers face and creating tailored solutions within the Shopi in the Shopify ecosystem. This likely reduces customer churn-the percentage of customers that stop using a product in a specific time period-because as customers use more and more Shopify products, switching costs may become too high. In this case we highlight a small selection of Shopify's products. E-COMMERCE SOARS C19.1a E-commerce Platform WITH SHOPIFY* At the core of Shopify's product mix is its all-in-one e-commerce platform. Users pay a monthly fee for their online store, which includes secure hosting. Additionally, Shopify customers can sell on other channels such as social media and online marketplaces. Multichannel selling allows retailers to efficiently exchange products with consumers. What attracts many sellers to Shopify is its customizable themes and drag-and-drop store builder tool that eliminates the need for coding and design skills. Merchants can add functionality to their stores with third-party apps or SYNOPSIS: Shopify, a Canadian e-commerce company, is used by more than 1 million additional Shopify products. For instance, Shopify also offers a third-party app integration with businesses worldwide. Instead of marketing itself as an e-commerce n online marketplace for sellers of handmade product, vintage items load products-created by CedCommerce. The paid app offers Image items, and digital down- platform, Shopify positions itself as an all-in-one service with a variety id app offers bulk product uploads, real-time ordering, pricing, and inventory syncing, centralized control, and premade templates for shipping, of tools to help business owners start, run, and grow a business. Shopify pricing, and inventory. believes that investing in the planet, local communities, customers, and employees will bring the company long-term success. C19.1b Shopify POS THEMES: E-commerce, product strategy, supply chain management, product strategy, Shopify's platform is complemented by its point-of-sale solution, Shopify POS Lite, which allows product mix, pricing strategy, distribution, competitive advantage, strategic users to accept in-person payments for on-the-go sales (e.g., at markets, pop-up events, and fairs) partnerships, social responsibility and keep their business streamlined. Business owners that have storefronts and desire omnichan- nel retailing features to sync up their online and in-store sales can pay an additional monthly fee he idea for Shopify, a Canadian e-commerce platform, surfaced in 2004 after Tobias Lut- for Shopify POS Pro. Omnichannel integrates all the places and ways consumers and retail firms ke, Daniel Weinand, and Scott Lake attempted to open Snowdevil, an online store for manage the flow of communications and products. For example, the Pro tool enables stores to snowboarding equipment. Dissatisfied with the existing e-commerce products on the offer online ordering with in-store pickup and in-store returns for online orders. These features market, Lutke, a computer programmer by trade, instead built his own. Two years later, the plat- are powerful for small to medium-sized businesses, allowing them to compete more fiercely with orm hosting Snowdevil was launched as Shopify. large companies. Since the company filed its initial public offering (IPO) in 2015, Shopify has skyrocketed from 162,000 merchants to more than 1 million worldwide. Additionally, the company's revenue C19.1c Shop App has grown more than tenfold. Instead of marketing itself as an e-commerce platform, Shopify positions itself as an all-in-one s ervice with a variety of tools to help business owners start, run, Recently, Shopify introduced the Shop app, a consumer-facing mobile app that allows users to and grow a business. The company eliminates the need for many third-party tools and resource track packages, browse from Shopify's retailers, and make one-click purchases. This is one way such as e-mail marketing services and third-party logistics management, with its products. This Shopify is working to improve the visibility and searchability of its retailers. Shopify recognized case also explores Shopify's pricing strategy, the competition it faces from other e-commerce that consumers shop from a limited selection of native apps, which can be a challenge for inde- platforms, and Shopify's commitment to social responsibility. The company believes that pendent brands. The app addresses the needs of both consumers and retailers. For the consumer, Shop offers the ability to eat ting in the planet, local communities, customers, and employees will bring the company bility to easily discover independent businesses, receiv Topasses, receive relevant product recom- long-term success. mendations, check out effortlessly, and track all of their online orders. For retailers, it allows them to directly compete with Amazon. Rather than operating as a shopping search engine as Amazon "Kelsey Reddick, Crawford Rummel, and Carrie Holt prepared this case under the direction of O. C. Ferrell, @ 2022. does, Shop takes a store-first approach where users follow stores. Additionally, unlike Amazon, It was prepared for classroom discussion rather than to illustrate effective or ineffective ethical, or legal decisions by management. i've handling of administrative, Shopify doesn't compete with the companies that use its platform. 487 Show all X guidelines.html Shopify Case.html qualitativepaper.pdf 71bee54113be....jpeg Failed - Forbidden Failed - ForbiddenECU Home - Bb - asses Bb Microsc Bb 643 x Deep F Creatin S Shopify The Pul F Shopify w Semestonline Cite Thi G shopify iF Shopify S Shopify Homew + C learn-ap-southeast-2-prod-fleet01-xythos.content.blackboardcdn.com/5de9b0c2d91ec/6438748?X-Blackboard-Expiration=1635163200000&X-Black... S Paused E 6438748 3 / 8 64% + Case 19: E-commerce Soars With Shopify 489 490 Part 5: Cases C19.1d Shopify Email Advanced Shopify packages include premium features such as advanced reporting and higher During the COVID-19 (coronavirus) pandemic in 2020, which caused a boom in e-commerce, shipping discounts. Add-on services, such as Shopify Email and Shopify Fulfillment Network, Shopify launched a new e-mail product globally, making it easier to reach customers. Shopify grow with transaction volumes while others are a flat monthly fee. One concern about this pricing Email integrates with the merchant's website to automatically pull in logos, products, descriptions, model is that Shopify users could easily find themselves with a large bill by registering for too prices, and more from their stores. Not only is the integration attractive, but the pricing many a la carte applications to extend the functionality of their websites. Rival sites. Rival e-commerce structure-which allows for a set number of free e-mails per month and a fee per thousand emails companies, such as BigCommerce, claim to offer more value with their core platform. thereafter-stands to be significantly more affordable than using third-party e-mail platforms Subscription services such as Shopify often suffer from customer churn, which is when such as Mailchimp. In contrast, Mailchimp, an e-mail marketing subscriptions are not renewed because the customer stops using it and no longer sees value in users based on the size of their entire distribution the service. This pricing problem can be magnified es use so-called freemium per month. If Shopify can offer the same features to merchants using a more advantageous price pricing-which attracts new customers with a free or discounted trial period-but lose the structure, the company stands to take a larger slice of the pie from e-mail marketing platforms customer when the price increases. Shopify offers a 14-day free trial to new customers, so such as Constant Contact, Mailchimp, and ConvertKit. customer churn and customer acquisition costs are important key performance indicators for the company to monitor. During the COVID-19 pandemic, Shopify enticed new signups by extending its 14-day free C19.1e Shopify Fulfillment Network trial to 90 days for a limited time on select plans. In the second q 2020 alone, Shopify saw Distribution is an important element of the marketing mix. Retailers must consider how to get their a 71 percent increase in new stores, including free trials, over the same period of the previous year. products into the hands of the end-user. Shopify further ingrains itself into its retailer's operations Extending the free trial gave customers more time to determine if Shopify was the right platform with the Shopify Fulfillment for them with less pressure to make a payment. Shopify likely hoped its easy-to-use interface and suggests where inventory should be stored using smart recommendations to keep products close ecosystem of products would sell themselves; however, the comp to customers. Orders are shipped and packed to improve speed and accuracy during fulfillment. the extended free trial converted to paid subscriptions at han customers on the The tool alerts merchants when inventory is getting low so sales can be maximized. Fulfillment 14-day free trial. While this could be a side effect of dships businesses faced during services are priced based on each merchant s and how much space their products occupy the pandemic, it could suggest an ution to growing the in Shopify's warehouses. business. Fulfillment services are incredibly valuable for sellers whose inventory levels require efficient storing, packing, and shipping. Additionally, this product pits Shopify against third-party logistics companies (3PLs) as well as online marketplaces such as Amazon. With Shopify, merchants must drive traffic to their website and products rather than appearing in an Amazon search, but C19.3 COMPETITION Shopify's Shop app addresses this issue. Shopify faces a variety of competitors in the e-commerce space, each with a unique m C19.1f Shopify Payments program. E-commerce platform competitors include Adobe's Magento, BigCommerce, Shopify Payments integrates payment processing so merchants don't have to rely on third-party WooCommerce, and Wix, among others. Shopify, which powers one million businesses and has tools such as PayPal, Stripe, or Authorize.net. With seamless integration into the merchant's more than $1.5 billion in annual revenue, has a significant lead over these competitors; however, dashboards and websites, a reduction in transaction fees, and real-time sales tracking, Shopify Shopify must keep an eye on innovative ways to support business owners to maintain its top effectively cuts out the intermediary. Most impressive is that Shopify's move to replace traditional spot. Additionally, as Shopify introduces more marketplace functionality to promote its sellers, it becomes a greater competitive threat to Amazon. payment gateways sets it apart from other e-commerce platforms that have failed to do the same. C19.3a Magento C19.1g Shopify Capital In addition to offering e-commerce-based extensions to enhance promotion strategies and website Magento, an open-source e-commerce platform, was first introduced in 2008. Because of its open- source nature, which makes it unique from other platforms such as Shopify and BigCommerce, functionality, Shopify provides resources that any business owner-both online and offline-will find valuable. For instance, through Shopify Capital, the company offers two types of financing it quickly became popular. In 2011, eBay, an online marketplace, acquired Magento. At the time, for eligible Shopify merchants: merchant cash advances and business loans. Merchants can eBay was the parent company of PayPal, an online payment system, leading to the integration of secure funding between $200 and $1,000,000 with a flat fee and zero interest. Compared to other PayPal and the Magento platform. This enhanced the customer experience because it introduced new ways for customers to pay at checkout. In 2015, Magento w financial providers, there is minimal paperwork and no credit check. One reason for this is because was spun-off as an independent company but was acquired in 2018 by Adobe for $1.68 billion. Shopify can assess a company's potential through its platform based on the shop's activity, allowing merchants to gain access to funds based on proven sales rather than relying on credit scores. Seemingly, Magento and Shopify appeal to a very different customer base. Shopify offers simple, user-friendly e-commerce tools while Magento is more likely to appeal to PHP web developers who have coding knowledge and want more control. Magento continues to be one of the most popular e-commerce platforms on the market because of its highly customizable nature. Additionally, users can now sync their stores with Amazon and integrate their catalogs C19.2 PRICING STRATEGY with Google Merchant Center, helping customers increase their reach. Adobe, a multinational computer software company, is uniquely poised to propel Magento forward. Magento's annual Shopify uses a subscription pricing model with tiered pricing options for its platform. The Basic revenue is more than $186 million. Shopify package offers all of the essentials for operating an online store while the Shopify and Case 19: E-commerce Soars With Shopify 491 492 Part 5: Cases guidelines.html Shopify Case.html qualitativepaper.pdf 71bee54113be....jpeg Show all X Failed - Forbidden Failed - ForbiddenECU Home - Bb - asses Bb Microsc Bb 643 x Deep F Creatin S Shopify The Pul F Shopify w Semestonline Cite Thi G shopify i7 Shopify S Shopify Homew + C learn-ap-southeast-2-prod-fleet01-xythos.content.blackboardcdn.com/5de9boc2d91ec/6438748?X-Blackboard-Expiration=1635163200000&X-Black... S Paused E 6438748 5 / 8 64% + Case 19: E-commerce Soars With Shopify 491 492 Part 5: Cases C19.3b BigCommerce allows merchants to create their own store on a domain they own, while Amazon is simply a BigCommerce is an e-commerce company based in Austin, Texas, with annual revenue of marketplace to sell goods through. A major perk of listing products on Amazon is the massive $112 million. BigCommerce has grown slower than Shopify and is deeper in debt than many built-in customer base. In this regard, Amazon functions as a search engine for products and software as a service (Saas) companies. However, the company filed to go public in 2020, businesses. However, this comes at a price as Amazon's monthly fee is more expensive than Shopi- attracting interest from the tech industry. In addit ommerce platform, the company fy's. Amazon's Professional Selling plan is $39.99 per month, which doesn't include a offers enterprise services such as data migration, implementation project management, technical selling fees. There is also an Individual Selling Plan, which is only $0.99 per item sold, which is account management, and growth coaching. The company's footprint is growing, serving 60,000 online stores in more than 120 countries. Big-name customers include Ben & Jerry's, SC Johnson, geared more to individual sellers and very small businesses. Ultimately, Amazon ends up being more expensive than Shopify unless the business is small. As Shopify introduces more market- and Sony. place functionality, such as its Shop app or its integration with Walmart-discussed later in this According to BigCommerce, the company offers more features and customization options case-Shopify poses a greater threat to An -commerce dominance. than Shopify, making its platform-which is similarly priced-a better value. Big Commerce also includes certain perks "out-of-the-box," such as gift cards, reviews, and ratings that would require a package upgrade on Shopify. Since BigCommerce has fewer clients and more app flexibility, it may have the advantage of offering more personalized care than a larger platform. Shopify must consider ways to add value and maintain a personal touch as it continues to scale. C19.4 STRATEGIC PARTNERSHIPS Shopify's extensive product mix is just one of many reasons the company stands out from its C19.3c WooCommerce competition. While many Shopify products largely eliminate the need for third-party tools and WooCommerce, similar to Magento, is an open-source e-commerce platform; however, services, the e-commerce platform still sees value in strate other companies, such as Walmart, F e in strategic partnerships. By working with WooCommerce is specifically designed as a plugin for WordPress rather than a standalone uch as Walmart, Facebook, and Pinterest, Shopify stands to add value for its merchants and attract new clients. e-commerce solution. This means people who already run and operate websites on the WordPress content management system can easily install the WooCommerce plugin to extend the functionality of their existing websites. WooCommerce's annual revenue is $12 million. C19.4a Walmart What sets WooCommerce apart from other e-commerce platforms like Shopify is its pricing Walmart and Shopify struck a deal that opens Walmart's online marketplace, a storefront for strategy: WooCommerce is free. While the ba m is free, WooComm ce makes money r outside expenses third-party sellers, to Shopify merchants. This is mutually beneficial for Walmart and Shopify by selling extensions that often require subscriptions, an such as web hosting fees. WooCommerce is attractive to cost-conscious, do-it-yourself business because it better positions Walmart to compete against Amazon, and it gives greater reach and visibility to Shopify sellers. Like Shopify's other services, this integr owners, and-as is the case with Magento-WooCommerce can be appealing to coders and web tion is seamless for its mer- chants, allowing them to manage product listing and inventory within their Shopify dashboard. developers. To attract would-be WooCommerce customers, Shopify can point to its all-in-one, Shopify now competes alongside Walmart rather than against it. This seems to be part of a greater template-based platform as a point of differentiation for clients who are willing to pay a monthly long-term strategy to increase the reach of merchants and provide additional channels for th premium for convenience, customer support, and easy-to-use features. to sell goods. C19.3d Wix C19.4b Facebook Wix, an Israeli cloud-based web development service, is considered one of the best all-around To support multichannel selling, Shopify partnered with Facebook to help merchants create Face- e-commerce platforms with annual revenue of $761 million and more than 500,000 online stores. book Shops. Facebook Shops is a free tool that allows business owners to create branded store- While Wix is positioned as a website building platform rather than an online store platform, fronts for Facebook and Instagram. The partnership is seamless for both merchants and shoppers. the company offers a variety of e-commerce functionality such as secure checkout, inver Merchants can automatically connect their Shopify website to Facebook, so they don't have to management, and advanced marketing tools. Wix heavily targets beginners with its simple editing interface and affordable subscription packages. ore than half of manage separate storefronts or inventory, and customers get a native experience no matter how small business owners don't have a website, and Wix aims to make website startup easy. they choose to shop. When the partnership was announced, Shopify's stock price rose more than One weakness is that in comparison to Shopify, Wix has fewer sales features, app integrations 2 percent, which signifies investors believe this could be a profitable partnership and lead to solid growth for Shopify. Between the Shop app and strategic partnerships with Walmart and Face- to choose from, and built-in analytics features. Wix has recognized this as an opportunity, book, Shopify is greatly elevating its merchants by increasing their reach. however, acquiring InkFrog, a tool for eBay and marketplace sellers to expand its capabilities. The company introduced new e-commerce solutions to help merchants with multichannel selling, dropshipping, and more. While both Shopify and Wix offer third-party apps to merchants, Wix C19.4c Pinterest more heavily relies on partner apps, such as Modalyst, Printful and Printify, Shippo, and ShipBob Shopify partnered with Pinterest, a visual search engine and bookmarking tool, to launch a new achieve the same results as Shopify's extensive product mix. channel allowing merchants to target the platform's 350 million monthly active users. The inte- gration allows merchants to easily create "Product Pins" on the platform based on store inventory as well as add a shopping tab on their Pinteres C19.3e Amazon ab on their Pinterest profiles. Since Pinterest users have a high shopping Though Amazon and Shopify are different types of businesses, they offer different products that intent-with more than 80 percent of weekly pinners making purchases based on liked content- this is an advantageous match. address a similar basic need: the ability to list and sell products. The main difference is Shopify guidelines.html Shopify Case.html qualitativepaper.pdf 71bee54113be....jpeg Show all X Failed - Forbidden Failed - ForbiddenECU Home - Bb - asses Bb Microsc Bb 643 x Deep F Creatin S Shopify The Pul F Shopify w Semestonline Cite Thi G shopify iF Shopify S Shopify Homew + C learn-ap-southeast-2-prod-fleet01-xythos.content.blackboardcdn.com/5de9b0c2d91ec/6438748?X-Blackboard-Expiration=1635163200000&X-Black... S Paused E 6438748 7 / 8 64% + Case 19: E-commerce Soars With Shopify 493 494 Part 5: Cases C19.4d Affirm C19.5d Climate Change Affirm, an alternative consumer credit start-up, partnered with Shopify to provide an inter- est-free, zero-fee online shopping option. The feature allows consumers to split purchases across Through the Shopify Sustainability Fund, Shopify commits at least $5 million each year to support equal, bi-weekly payments. These installments lower the barriers to purchase for consumers sustainability initiatives that fight climate change and $1 million each year to reduce and offset that are worried about high upfront prices. Buy now, pay later platforms such as Afterpay, Klarna, their carbon emissions, provide opportunities for merchants to reduce their emissions, and invest and Affirm have grown in popularity among Gen Z and millennial shoppers. Affirm has more in sustainable packaging solutions. The company purchased enough carbon offsets to cover all than 4.5 million users, which could benefit Shopify merchants as millions are already familiar of its historical emissions, including corporate travel, all the way back to 2004 before Shopify had with how the system works. even been introduced as an e-commerce platform. Additionally, more than half of Shopify's office es are LEED-certified or equivalent, meaning they are incredibly energy and resource-efficient. C19.5e Diversity C19.5 SOCIAL RESPONSIBILITY Shopify employees a diverse group of people from a variety of backgrounds to build a global culture of belonging. In a global company such as Shopify, diversity is particularly important be- Shopify believes it is important to invest in the planet, local communities, customers, and employ- cause it welcomes a variety of per variety of perspectives, often leading to an increase in innovation, creativity, ees, and that doing so will bring the company long-term success. Shopify releases an annual eco- and problem solving. Shopify has a variety of internal initiatives to support diversity and belong nomic impact report to highlight efforts to support businesses globally as well as a sustainability ing, including compensation fairness reviews, talent acquisition audits, and employee resource report to measure its impact on its people, partners, and communities. groups. Additionally, Shopify issues an annual diversity survey to collect voluntary data on g der, race and ethnicity, age, and disability. While Shopify's transparency is admirable, it has a long C19.5a Economic Impact way to go in race/ethnicity diversity. For instance, of the employees that participated in the annual survey, only 2.8 percent identified as Latinx, and only 1.7 percent identified Black. Focusing on Shopify powers more than 1 million businesses that employ more than 2.1 million full-time diversity is a major opportunity for Shopify. people. In addition, Shopify has more than 5,000 full-time employees. Shopify aims to support entrepreneurs with its wide product mix to reduce barriers and enhance the world's economic prosperity. The platform services business owners in more than 175 countries, and in 52 of those, businesses on Shopify supported more than $100 million in economic activity. Spotify views its C19.6 THE FUTURE FOR SHOPIFY efforts as a push to democratize technology, making it accessible and affordable for businesses of all sizes. As Shopify continues to scale internationally, it must consider local regulations and Looking to the future, Shopify will have to protect its top spot as the number-one e-commerce consumer expectations, which vary from co to country. platform. E-commerce across the board was boosted by the shift to online shopping during the COVID-19 pandemic, and Shopify certainly benefited with revenue nearly doubling in the sec- C19.5b Supporting Entrepreneurs ond quarter of 2020 alone. While an ongoing recessionary enviro ness owners turning to e-commerce, Shopify m ent could result in more busi- As an all-in-one platform that's easy to use, Shopify recognizes that its merchants may need access build on this momentum long- to additional resources for long-term success. Shopify supports its merchants with educational term. The company implemented several new tools and features during the global pandemic to tools including online and local educational content, one-on-one coaching, learning programs for add value for customers and extended free trials to attract new business, but it may not be enough students, and more. These types of resources not only engage customers but they can also lead to to sustain that kind of growth. Shopify must keep customer churn from free trials to a minimum while focusing on the long-term satisfaction of subscribed cli an increase in value and satisfaction. After all, Shopify is only as successful as its clients. Customer The company, which has fo service and educational support for entrepreneurs act as post-sales support that can increase cus- all-in-one platform, will have to continue to tomer value realization over time. This prevents customer churn, keeping customer acquisition dentify customer needs as e-commerce evolves and develop solutions to address those needs. While many e-commerce platforms likely consider other e-commerce platforms to be their pri- costs lower and increasing customer lifetime value. mary competition, Shopify's diverse product portfolio has positioned it against e-mail marketing companies, 3PLs, banks, and even Amazon. Shopify's ecosystem is its main competitive advan- C19.5c Community tage. However, this attempt to be all things to its merchants could prove to be challenging. While It's estimated that, by 2036, more than 42 percent of jobs in Canada will be impacted by automation Shopify has made an effort to eliminate many third-party service providers, Shopify may find via artificial intelligence and robotics. To support the workforce of tomorrow, Shopify created Dev roadblocks arise. in which it is not fit to compete. Strategic partnerships could be incredibly valuable as Discover, a computer education outreach program that teaches Science, Technology, Engineering, Art, and Math (STEAM) concepts to its participants. In one year, more than 2,200 youth and educators participated in Shopify's programs. A ditionally, Shopify attempts to re-skill tech professionals who have taken time off from work with its Welcome Back program. Helping future tech professionals to develop skills and assisting software developers to update their knowledge is a long-term win for Shopify because it gives the company a broader pool of talent to select from and endears the company to potential customers. guidelines.html Shopify Case.html qualitativepaper.pdf 71bee54113be...jpeg Show all X Failed - Forbidden Failed - Forbidden