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Thriving on Change: The Full Run-Down on How Shopify Outgrew the Competition

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Hana Abaza
Head of Marketing at Shopify Plus
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Growth Marketing Conference Toronto 2019
April 25, 2019, Toronto, Canada
Growth Marketing Conference Toronto 2019
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About the talk


00:01 Shopify introduction

02:02 Shopify Plus

04:15 Shopify challenges

06:14 What marketers do

07:47 What is positioning

10:03 Inputs of positioning

11:10 Differentiate on experience

13:43 Words matter (Messaging)

16:39 Innovation adoption lifecycle

17:28 Dropbox positioning

18:33 The magic of messaging

20:14 Ask the right question

25:25 Key takeaways

About speaker

Hana Abaza
Head of Marketing at Shopify Plus

Hana Abaza is the Head of Marketing at Shopify Plus, an e-commerce platform for high-volume, fast-growing businesses. Prior to joining Shopify, Hana was the VP of Marketing & Strategy at Uberflip. Her expertise lies in product marketing, content, demand generation, and growth. Beyond her daily routine, Hana also a speaks at various industry conferences (including CTAConf, MP B2B Forum, Traction, and SaaS North to name a few) and contributes to various publications (like Entrepreneur.com, CMO.com, Content Marketing Institute and others).

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Is everybody doing good? Awesome. Okay, so given that I'm doing this talk in Canada, which is super super exciting everybody heard of Shopify? I have to check because sometimes I got a lot of Blank Stares sometimes people think I'm talking about Spotify. I'm pretty sure my mom still thinks I work at Spotify. So just to set a little bit of context. So I actually joined Shopify two and a half years ago. And I mean, you're all familiar with Shopify, it's an eCommerce platform which helps people sell things online offline through various channels, and I want to set a little bit of context before we

get into the meat of the talk Shopify has grown really really big really really fast, right? You guys know that better than anybody being part of the Canadian Market it grew, really really big really really fast by focusing on a specific segment on small businesses focus on entrepreneurs and I want to define what that means for a second. So when we mean really big really fast from 2012 to 2018 24 million in revenue to over a billion in Revenue cross merchandising volume same sort of upswing when we went from 1.6 billion to 40 billion in 2018 DMV

is basically the amount that our merchants are processing through our platform customers across a whole lot of countries. And this is the stuff that actually gets me when I joined about two and a half years ago. We were a lot less people now, we're about five thousand people 70% of them started after me. Just think about that for a second. I drink two years ago a little over two years ago 70% of those 5,000 people started after me. So I'm telling you this not to tell you how great and big and fast-growing shop face and telling you this because I want you to get a sense of the environment in which

we were operating the chaos in which we were surrounded by and the fact that it is virtually impossible to keep up operationally when you're growing at these raids across all of these numbers, so when I joined two and a half years ago actually joined to build at the marketing team for Shopify +

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