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How Shopify Pivoted From Snowboards to E-Commerce Empire
In 2004, Tobias Lütke wanted to sell snowboards online. Dissatisfied with existing e-commerce platforms, he built his own — and soon realized the software was more valuable than the store itself. That pivot turned a small Canadian snowboard shop into Shopify, now powering over two million businesses and generating $200 billion in global sales. In this episode, Lucas and Luna trace the exact moment Lütke shifted focus, the technical decisions that made it scalable, and the cultural bet on independent merchants that kept the company focused through rapid growth. They explore the early customer…
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