“We’ve seen these homegrown success stories that have grown to be category leaders,” Finkelstein said. “But through the pandemic we also saw companies like Heinz Ketchup set up a store to go direct-to-consumer for condiments. We’ve seen Schwinn bicycles, Lindt chocolates, Snickers candy bars, Johnson Johnson, Unilever, a lot of these very large established brands for the first time ever are choosing to go direct to consumer and doing it with us.”
In June, Chipotle introduced a virtual farmers’ market on Shopify, allowing farmers that were part of the restaurant company’s supply chain to sell meat, dairy and other products directly to consumers.
Finkelstein said that Shopify Plus was the company’s fastest-growing segment in the third quarter in terms of gross merchandise volume. Beyond Meat and Pressed Juicery are among the brands to join Shopify Plus, which now has a couple thousand customers, Finkelstein said.
Available to all of its merchants, Shopify has a team of 1,000 support people who can help customers with strategy and marketing planning going into the Black Friday – Cyber Monday period. In the one-on-one sessions, retailers can get insight into where their traffic is being generated and how they can better take advantage of integrations with Pinterest and TikTok.