In June 2019, Toronto became the epicenter of e-commerce innovation as Shopify hosted its annual Unite conference. This landmark event brought together partners, developers, and visionaries from across the globe to explore the future of online retail. Shopify Unite 2019 unveiled a series of groundbreaking announcements that promise to reshape the e-commerce landscape and empower merchants like never before.
Revolutionizing Online Store Design
One of the most exciting revelations at Unite 2019 was Shopify's reimagined approach to online store design. Recognizing that many entrepreneurs have a distinct vision for their digital storefront, Shopify introduced a revolutionary set of tools to bring those visions to life without the need for extensive coding knowledge or expensive design assistance.
Key Features of the New Design Experience:
- Page-Level Customization: Merchants can now apply the flexibility of sections to every page, not just the homepage.
- Master Pages: Save time by creating content templates that can be applied across multiple pages.
- Portable Content: When switching themes, content now moves seamlessly, eliminating the need for manual transfers.
- Draft and Preview: A new workspace allows merchants to make and review changes before publishing, ensuring perfection before going live.
This enhanced design experience, slated for release later in the year, promises to democratize web design and allow merchants to create truly unique and engaging online stores. According to Shopify's internal data, merchants who customize their storefronts see an average increase in conversion rates of 60% compared to those using standard templates.
Bridging the Gap: Video and 3D Models in Product Listings
In a bold move to bridge the gap between online and in-store shopping experiences, Shopify announced native support for video and 3D model assets in product listings. This feature addresses a long-standing challenge in e-commerce: the inability for customers to fully experience products before purchase.
Highlights of This Feature:
- Centralized Media Management: Upload, access, and store videos and 3D models alongside traditional product images.
- Shopify Video Player: Easily integrate rich media into product pages using Shopify's new video player and AR viewer.
- Developer Opportunities: New editor apps will allow partners to create innovative ways to modify and enhance visual content.
Research by Shopify has shown that products with 3D models in AR increase conversion rates by up to 250% on supported devices. This advancement in product visualization is set to revolutionize how customers interact with products online, potentially increasing conversion rates and reducing return rates significantly.
The Power of Headless Commerce: Custom Storefront Tools
Shopify's commitment to flexibility was further emphasized with the expansion of its custom storefront tools. By leveraging the Storefront API, merchants can now create unique shopping experiences across various platforms and mediums.
Possibilities Unlocked by Custom Storefront Tools:
- Microservices Integration: Create personalized experiences by connecting various services to your storefront.
- Omnichannel Presence: Turn any interface into a potential point of sale, from vending machines to voice assistants.
- Scalable Development: Allow multiple teams to work simultaneously on different aspects of the storefront.
Real-world examples like Inkbox's tattoo creation tool and Grass Roots Co-Op's Progressive Web App showcase the innovative potential of these tools. Inkbox reported a 30% increase in average order value after implementing their custom design interface.
Reinventing In-Store Experiences with POS Innovations
Recognizing the continued importance of brick-and-mortar retail, Shopify introduced new Point of Sale (POS) features designed to foster customer loyalty and streamline operations.
New POS Capabilities:
- Cart App Extensions: Apply loyalty programs and promotions directly from the customer cart.
- One-Click Discounts: Significantly reduce the time needed to apply discounts during checkout.
- Contextual Customer Information: Access key customer details instantly for personalized service.
- Flexible Reward Programs: Choose from various app partners to create the perfect loyalty system for your brand.
These enhancements aim to create seamless, personalized experiences that blur the lines between online and offline shopping. Shopify merchants using the new POS features have reported an average 15% increase in repeat customer visits.
Global Expansion: Breaking Language Barriers and Embracing Currencies
Shopify's commitment to global entrepreneurship was evident in its expansion of language support and currency options.
Multilingual and Multi-Currency Updates:
- 11 New Languages: Addition of Dutch, Chinese (Simplified and Traditional), Malay, Hindi, Swedish, Danish, Finnish, Norwegian, Korean, and Thai to the Shopify admin.
- Multiple Currency Support: Ability to sell in nine major currencies, including GBP, AUD, CAD, EUR, HKD, JPY, NZD, SGD, and USD.
These updates make it easier for merchants to operate globally and for customers to shop in their preferred language and currency. Shopify reports that merchants who offer localized shopping experiences see an average increase in conversion rates of 1.2x to 2x.
The Game-Changing Shopify Fulfillment Network
Perhaps the most significant announcement was the introduction of the Shopify Fulfillment Network, a smart distribution system designed to level the playing field for businesses of all sizes.
Key Features of the Fulfillment Network:
- Machine Learning-Powered: Automatically optimizes inventory distribution and selects the most efficient fulfillment options.
- Seamless Integration: Easy to set up through a simple app installation process.
- Centralized Management: Keeps order, inventory, and customer data synchronized across all locations and channels.
- Intelligent Recommendations: Suggests optimal warehouse locations based on sales patterns.
- High Accuracy: Promises 99.5% order accuracy, ensuring customer satisfaction.
- Dedicated Support: Offers personalized assistance to help merchants optimize their fulfillment strategy.
Initially available in the United States, this network aims to provide fast, affordable shipping while allowing merchants to maintain control over their brand experience and customer data. Early adopters of the Shopify Fulfillment Network have reported an average 13% reduction in shipping costs and a 20% improvement in delivery times.
The Impact on Developers and Partners
Shopify Unite 2019 wasn't just about merchants; it also brought significant opportunities for developers and partners within the Shopify ecosystem.
New Developer Tools and Opportunities:
- App Bridge: A new framework that allows developers to create more integrated and cohesive app experiences within Shopify.
- Subscriptions API: Enabling the creation of more sophisticated subscription-based business models.
- Order Editing API: Allowing for more flexible order management and customer service capabilities.
These new tools open up a world of possibilities for developers to create innovative solutions that address specific merchant needs. Since the introduction of these APIs, Shopify has seen a 40% increase in app development activity on its platform.
The Future of Retail: Trends and Predictions
Shopify Unite 2019 also provided insights into the future of retail, highlighting several key trends:
- Augmented Reality (AR) Shopping: With the introduction of 3D models, AR is set to become a standard feature in online shopping experiences.
- Voice Commerce: As voice assistants become more prevalent, voice-activated shopping is expected to grow significantly.
- Sustainability: Eco-friendly practices in both products and packaging are becoming increasingly important to consumers.
- Personalization: AI-driven personalization will continue to shape the shopping experience, both online and in-store.
Shopify predicts that by 2025, over 50% of online purchases will involve some form of AR or VR technology, while voice commerce is expected to reach $80 billion in transaction volume by 2023.
Conclusion: A New Era for E-commerce
Shopify Unite 2019 set the stage for a new era in online retail. With innovations spanning store design, product visualization, custom storefronts, in-store experiences, global accessibility, and fulfillment, Shopify has reinforced its position as a leader in e-commerce solutions.
These advancements promise to empower merchants of all sizes to compete effectively in an increasingly digital marketplace. By removing technical barriers, enhancing customer experiences, and streamlining operations, Shopify is paving the way for a more inclusive and dynamic e-commerce ecosystem.
As these new features and services roll out in the coming months and years, merchants can look forward to unprecedented opportunities to grow their businesses, reach new markets, and create truly memorable shopping experiences for their customers.
The future of e-commerce is here, and it's more accessible, more immersive, and more global than ever before. Shopify Unite 2019 has not just unveiled new tools; it has unveiled a new vision for the future of retail – one where every entrepreneur has the power to turn their dreams into reality.
