The Evolution of Shopify: From App Store to E-commerce Powerhouse


Hatched by Glasp

Sep 07, 2023

3 min read


The Evolution of Shopify: From App Store to E-commerce Powerhouse


In recent years, the restaurant industry has faced numerous challenges, including the need to regain customer trust after poor dining experiences. On the other hand, Shopify has experienced significant growth and evolution as an e-commerce platform. This article explores the common points between these two industries and provides actionable advice for restaurant operators and Shopify merchants alike.

Rebuilding Trust in the Restaurant Industry:

According to a survey, nearly 70% of consumers have a significant distrust of restaurant review sites, with more than 50% of respondents being aware of scandals around fraudulent reviews. To regain customer favor, restaurant operators can take several steps:

  • 1. Transparency and Authenticity: Restaurant operators should prioritize transparency and authenticity in their interactions with customers. This includes openly addressing any issues or complaints, offering genuine apologies, and providing solutions to rectify poor dining experiences.
  • 2. Special Discounts and Promotions: More than 84% of respondents appreciate it when restaurants reach out with specials. By offering exclusive discounts and promotions to customers, restaurant operators can show that they value their patronage and are committed to making amends for any past shortcomings.
  • 3. Personalized Email Marketing: Restaurant operators can utilize email marketing to stay connected with customers and offer special deals. By collecting customers' email addresses and sending personalized offers, operators can build a stronger relationship and regain customer trust.

The Evolution of Shopify and its Implications:

Shopify, which started as the Shopify App Store in 2009, has come a long way in revolutionizing e-commerce. The platform initially focused on providing developers with access to the Shopify API to create plugins for specific functionalities. However, it eventually vertically integrated to incorporate features like Shopify Payments (now Shop Pay) in 2013.

Shopify's integration with Facebook's App Install product played a significant role in its growth. Facebook's advertising platform became the most efficient way to acquire new users, leading to an explosion in App Store revenue. Similarly, Facebook plays a crucial role in driving e-commerce for independent sellers on Shopify.

However, the introduction of Apple's App Tracking Transparency (ATT) disrupted Facebook's advertising collective, affecting both app install and e-commerce advertising. Shopify, being heavily dependent on Facebook for e-commerce, faced challenges due to ATT's restrictions on data collection. This led to a potential shift of advertising spend to Amazon, which offers more data collection freedom.

Actionable Advice for Shopify Merchants:

Given the challenges faced by Shopify merchants, here are three actionable advice:

  • 1. Diversify Advertising Channels: To reduce dependency on Facebook advertising, Shopify merchants should explore other advertising channels such as Snapchat, Twitter, and other ad platforms. By building custom and lookalike audiences, merchants can increase the performance of their ads and lower the cost per conversion.
  • 2. Leverage Integration Opportunities: Shopify's value proposition lies in its ability to work across markets and integrate with various platforms. Merchants should take advantage of Shopify's integration with major players like Facebook and leverage the benefits they offer, such as improved tracking and effective advertising.
  • 3. Focus on Differentiation: With Amazon's dominance in the e-commerce space, Shopify merchants should focus on differentiation to stand out. By offering unique products, personalized customer experiences, and building their brand, merchants can attract customers who value independent sellers and are willing to support them.


In conclusion, both the restaurant industry and Shopify have undergone significant changes and faced challenges in recent years. By prioritizing transparency, offering special promotions, and utilizing personalized marketing, restaurant operators can regain customer trust. Shopify merchants, on the other hand, should diversify advertising channels, leverage integration opportunities, and focus on differentiation to thrive in a competitive e-commerce landscape. Ultimately, adaptability and a customer-centric approach are key for success in any industry.

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