eComFuel Shopify’s Chief Revenue Officer on the Shop Marketplace, How They’re Helping Stores Compete & What Tobi’s Really Like
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Aug 22, 2025 
Bobby Morrison, Shopify's Chief Revenue Officer, brings decades of tech and commerce expertise to the table. Dive into the fierce eCommerce landscape as he reveals how Shopify helps merchants navigate challenges like fee hikes from giants such as Amazon and Google. Discover insights on the revolutionary role of AI, the future of Shop Pay, and the complexities of branding in a crowded marketplace. Morrison also discusses the unique features of Shopify Plus and emphasizes the importance of customer ownership in a rapidly evolving environment.
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Simple UX Hides Deep Capability
- Shopify prioritizes simplifying complex commerce problems while keeping deep capabilities under the hood.
- The company surrounds merchants with partners and packaged expertise to help them grow beyond infrastructure.
Shop App Is Complementary, Not Replacement
- Shopify will remain both an infrastructure provider and a marketplace presence through the Shop app.
- The Shop app offers a distinct, affluent buyer audience that complements other sales channels.
Invest In Brand Affinity And Expansion
- Build deep customer affinity with surprise-and-delight service and consistent brand experiences.
- Expand carefully via new channels, product lines, retail, or B2B to diversify growth.