Shopify Winter Editions Enterprise Update: Missed Opportunities Abound
If there's one consistent message that I've had for Shopify's efforts in the Enterprise space, it is simple: get some marketing help. And boy, is this still true.
Shopify did a 6:42 Video describing their Enterprise updates this Winter, and in doing so, I believe missed an enormous opportunity to position themselves in the market and not just present "the grab-bag" of new stuff that Editions has somewhat become.
First, some props. The fact that there was an Enterprise video is a first. So that's something. But it seems to be more product-led and not market-led.
Top Missed Opportunities in Shopify's Enterprise Winter Updates
1 - They don't include enough. They missed some of the biggest Enterprise updates from the Partnerships team: their recent announcements with Mirakl and Manhattan Associates. Where were these? Easy lay-up missed.
2 - The whole structure of the video was off. Here are the titles of the sections:
Extensibility, B2B, Retail, and AI. What persona was this video aimed at? Which single customer type would need to watch this whole video? Are all of these areas "Enterprise"? Why?
3 - A huge missed opportunity to talk about philosophy. Why is Shopify in Enterprise again? What are the principles for deciding which features to build? Who is their ideal customer profile? The reasoning is not shown - especially not upfront in the video where you would like to see it.
I understand this is "Editions" which to Shopify means "a lot of features" but as I said -- missed an opportunity.
4 - Positioning is the next missed opportunity. Enterprise customers have alternatives. Most notably their status quo. What is compelling enough to move? The first item is that Shopify is slightly more extensible than before. Hardly a compelling driver to move. All their Enterprise competition has been more extensible than Shopify will be in 2 years FROM NOW, for over the last 10 years.
That is just a fact. Why not lean into that message? Just say, "this isn't for everyone YET" we get it. But more and more companies can now use our platform as "just enough Enterprise" to get your work done without spending 10x more in maintenance and people. Simple, right?
5 - Too much time is devoted to agility and innovation in B2B.
This message to me seems out of step with the market. Most large B2B orders will continue to come in offline for Enterprises.
6 - AI might be misplaced in the video, particularly around images. Often, Enterprises have digital asset management solutions and outsourced firms to handle things like image manipulation. Why mention this unless you intend to wholesale replace Adobe for Enterprises? Seems like a wasted section.
7 - Lending? Ugh.
As I said, Shopify keeps advancing, but this video to this observer did nothing material to help Shopify's sales and marketing teams advance deals. And with a little thought, I believe it could have.
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