What if Shopify's new Shop app doesn't lead to a marketplace? Is there another path?

I propose a thought experiment - what would the principles be if Shopify ended in a different place?

Principle 1: No cross-merchant product search. As soon as you cross this chasm, you are essentially done. So you would have to stay away from this. They don't have this yet.

Principle 2: Recognize that most Shopify stores would never have their own mobile app on the first page of any phone. So there is an opportunity here to help people.

Principle 3: Encourage deep 1-1 connections between buyers and their stores, instead of encouraging the buyer to search of a better offer. There is power in knowing all details about the merchants and details about the buyer.

Here are a few interesting functions:

• Marketing and sales programs: Ability to drop new products, offer engaging experiences like in-app live video commerce etc.

• Messenger-like programs for sellers. Ability to communicate over notifications, SMS directly within the Shop app to only the fans of the brand who have subscribed. Could be used for marketing and support functions.

• Loyalty built-in. (Be careful Yotpo) What if you could run a loyalty program from the Shop app - encouraging certain interactions.