Shopify reshapes itself in the image of Microsoft with its latest UNITE conference, and with it, Tobi Lutke has "refactored" Shopify.

Too many features to list, but here are the implications of what happened:

• Shopify has recast itself as a platform company. In a few words, they will provide the important stuff, but developers will be responsible for everything else. (Think "Microsoft Office" for eCommerce, and then APIs beyond that).

• Shopify reinvigorated its App Store mission and in so doing put itself firmly in the "Microsoft camp" rather than the "Apple" camp. $1M of no commissions, and lowering commissions to 15% after that. Huge for innovation.

• Shopify App Store Discovery innovation essentially dunked on the entire market. Seriously, they are light years ahead of everyone else in this simple but critical concept.

• Shopify clearly trying to end some of the biggest sticking points why people leave: Store Customization (Themes and Metafields), Checkout, Payments, Cart. Big things they opened up. Sea changes coming for those areas.

Words I expected to hear about and didn't. Like at all:

• Retail Stores, POS, Shopify Fulfillment Network, and even B2B. Not mentioned.

• Shopify Plus. We hardly knew you. Another big one not mentioned.