Tobi Lütke

The paths you didn't travel, you can now see, well, they did make a completely different decision solving a current problem.

At some point in the 10 years after we launched, mobile phones became

more important than the desktop browser.

But the entire internet was built for the desktop browser.

And suddenly all the sales were mobile.

Every company in the space had to react to this.

Some of them didn't, and that told you a lot.

Some of them said, okay, well,

give a completely different interface to all mobile phones, like as a sort of companion system.

You have your own brand on your own website, but if someone uses a mobile phone, you see the thing that our team created.

To me, that seemed like incredibly wrong because again, the beautiful thing about Shopify again is

almost everyone who's on the podcast has used Shopify probably recently.

I mean, especially your direct customers.

You just don't know it, right?

Because if you bought something online and it didn't come from Amazon and you liked the experience, it was probably Shopify.

We are not the brand.

We are pushing from behind.

We're pushing other people's brands from behind.

So therefore,

This is an article of sovereignty.