Shopify's Frictionless Experience Will Pay Dividends Over Time

Shopify is trying to make its customers feel like they are members of a club. The company has been experimenting with making the purchase process more friction-filled up front, but maybe one that will pay dividends over time. "I think from my perspective, this test has yet to show the full, like, flux of dividends that I think that it should," says Shopify founder and CEO Marc Benioff.