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How Shopify Conquered Fashion NEW YORK, United States — Couture fashion label Ralph & Russo, Japanese cult brand Comme des Garçons and home goods designer Jonathan Adler all make very different products. But there is one thing the three brands have in common. Over the last few months, they all started websites with Shopify, the Canadian e-commerce company. Though their moves weren’t directly related to Covid-19, they join a stampede of companies that have turned to Shopify to help them with e-commerce, as retail stores shuttered in response to lockdown restrictions. Shopify is one of the pandemic’s big winners. Its revenue during the first quarter of 2020 was up 47 percent, compared to 2019. Its share price has tripled since mid-March, making Shopify Canada’s most valuable company, with a market capitalisation close to $118 billion, more than Target and eBay combined. But even before the pandemic hit, Shopify was a crucial component of fashion’s ecosystem. Though its core business is still powering brands’ online stores, the company has expanded into a host of related services, including email marketing, inventory management and order fulfilment. fashion bl fashion bl fashion bl/ fashion bl fashion bl fashion bl/ fashion bl fashion bl fashion bl fashion bl fashion bl fashion bl fashion bl fashion bl fashion bl/ fashion bl fashion bl fashion bl fashion bl fashion bl fashion bl fashion bl fashion bl fashion bl fashion bl fashion bl fashion bl fashion bl fashion bl fashion bl fashion bl fashion bl fashion bl fashion bl fashion bl fashion bl fashion bl fashion bl fashion bl fashion bl fashion bl fashion bl fashion bl fashion bl fashion bl fashion bl fashion bl fashion bl fashion bl fashion bl/ fashion bl fashion bl fashion bl fashion bl fashion bl fashion bl/ fashion bl fashion bl/ fashion bl fashion bl fashion bl fashion bl fashion bl/ fashion bl/ fashion bl fashion bl fashion bl fashion bl fashion bl/ fashion bl fashion bl fashion bl fashion bl fashion bl fashion bl fashion bl fashion bl fashion bl fashion bl fashion bl fashion bl fashion bl fashion bl fashion bl fashion bl fashion bl fashion bl fashion bl fashion bl fashion bl/ fashion bl fashion bl fashion bl/ fashion bl fashion bl fashion bl fashion bl fashion bl/ fashion bl fashion bl/
Large fashion and beauty brands like Kylie Cosmetics, FashionNova and Kith use Shopify, as do tens of thousands of smaller ones. In June, Walmart announced it was partnering with Shopify, allowing merchants to sell directly on the retailer’s site — a tie-up that appears designed to compete directly with Amazon’s much larger third-party marketplace.
Some analysts warn that as Shopify solidifies its status as the go-to e-commerce platform, brands will find themselves locked into using its services, lacking the budget or expertise to strike out on their own. With Shopify entering arenas such as order fulfilment, the platform is increasingly putting itself between brands and their customers. And when brands all use the same out-of-the-box tools to sell clothes online, they will have lost a key means of gaining a competitive edge.
“There’s a little bit of a captive relationship,” said Andrea Szasz, a principal at Kearney, a global strategy and management consulting firm.
But that scenario is still a ways off, if it ever arrives. And for many brands, especially those just starting out, it may be preferable to the e-commerce landscape that existed before.
“There were companies developing their own sites five years ago, but it was cost-prohibitive, especially for smaller businesses,” said Ygal Arounian, a research analyst with Wedbush Securities who covers Shopify. “They’ve democratised e-commerce.”
Democratising E-Commerce

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