Rick Watson, CEO of RMW Commerce Consulting LLC, a New York-based strategic e-commerce consultancy, said he’s skeptical about whether these changes will work. “They seem to do this every few years,” Mr. Watson said, adding that it’s only fitting for Shopify to come out of a period of hyper-growth and recalibrate its priorities.

“You see this in more extreme cases in Elon Musk’s Twitter changes. Shopify is a much milder version of this, with better PR, and perhaps more thoughtfully done,” he said. “Elon had to be in a hurry; Tobi has more time.”

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