In the internal post, which was shared on Workplace with Shopify's Revenue org this week, COO and VP of Product Kaz Nejatian wrote that Shopify Plus will continue to be sold as a plan, but it will not be considered a brand with designated teams within the company.
"Please remove Plus branding from all decks, all signage, all marketing," Nejatian wrote. "We build, market, and sell Shopify."
He wrote that when Shopify Plus was first introduced in 2014 , it was meant to serve as a "counter-position" to the core Shopify brand, which primarily served small and midsize businesses.
In a 2014 press release , then-chief platform officer (and current president) Harley Finkelstein said: "With Shopify Plus, we broaden our customer base to include merchants who want a more customized product offering, without the price tag and long delivery timeframes of existing enterprise offerings."
In recent months, Shopify has been making a big push to win over large merchants from legacy software providers like Salesforce and Adobe. It has hired at least two dozen Salesforce employees as it builds up a sales team focused on enterprise customers. It has also made strategic partnerships with Mirakl and Manhattan Associates and used results from enterprise-focused research firms in its marketing.
Shopify also launched a new offering called Commerce Components that allows enterprises to incorporate certain parts of Shopify's tech — like its one-click checkout, Shop Pay — into their tech stacks without needing to fully migrate onto Shopify.
Shopify representatives did not immediately return a request for comment from Business Insider on the branding change.
By deprecating the Shopify Plus brand, Shopify could be signaling that it no longer needs or wants to differentiate between its various customer segments.
"I will view any Plus branding in any of our marketing as a bug and will report it as such," Nejatian wrote. "We will reach different audiences using different channels. But always with one brand."
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