CATEGORY:
ECOMMERCE
CLIENT:
SHOPIFY
YEAR:
2023
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TASK: Reset the brand positioning to set Shopify up to confidently take its place in the world.
When the pandemic came it changed everything, including for Shopify. As thousands of business owners around the world faced closures of their brick and mortar businesses, they had to scramble figure out a way to keep selling.
In 2020, new store creations on Shopify increased by over 80% as businesses turned to online sales to stay afloat. Shopify had gone from a platform that helped you realise your passions, to a platform that helped you survive.
During the last major rebrand in early 2019, Shopify positioned itself as the supporting partner to help bring your business to life. But in a world that was still mid-pandemic, this didn't feel right.
The stakes were much higher, and Shopify needed to take a bolder stance. We needed to go back to the foundations of the brand, setting them in place before empowering other teams to build upon them.
Recognising our new role in the world, I led the project to reset Shopify's brand positioning and strategy.
process.
After running a series of in-depth qualitative interviews from internal stakeholders, I was struck by the energy, purpose and passion the company had to help entrepreneurs thrive.
Core to Shopify's purpose was its refrain that, "When our merchants win, we win." This philosophy, which places the human experiences of the entrepreneurs using their platform, set Shopify apart from the hundreds of competing SaaS products that focused on features and rational messaging over emotional messaging that speaks to their audience's motivations.
Building on these insight, the positioning was reset to put the spirit of entrepreneurship at the core – with a focus on the independence it creates. The positioning speaks to Shopify's active role in both uplifting entrepreneurs and commitment to continual innovation that makes their experience better.
Shopify's new positioning pulled them out of the shadows and into the role of leader and hero – the one responsible for building and improving the world of commerce for all entrepreneurs.
Alongside the new positioning, the tone of voice required a shift from humble to confident, without every tipping into arrogance.
The tagline "Powered by Shopify" was built to claim Shopify's active role in their merchant's success.
results.
The new brand positioning is bold, future focused, and determined to break down barriers for entrepreneurship.
The shift in positioning allowed Shopify to claim its place, and boldly to show up for entrepreneurs wherever they are – from the small screen to the biggest billboard in Times Square.
2025 UPDATE: Since launching in 2021, Shopify's new brand positioning continues to open up new opportunities for the brand to claim its role as a partner to entrepreneurs loudly and proudly.
Check out these pics of Shopify branded as equals alongside partners like Rare Beauty and BERO during innovative pop-up and experiential events. That's something that the shy, humble, Shopify brand pre-2020 couldn't have dreamed of.
