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Integrated Social Commerce: The Future of Ecommerce



Ezra here, behind the scenes of Shopify headquarters in Ontario, Canada rubbing elbows with the team that makes a lot of our stores run.

And before I get into the reason I travelled all the way out here, I want to share with you one of the ways that Shopify has put some serious focus on their work culture.

Hundreds of thousands of businesses depend on Shopify every single day to process their orders. And every store that’s been built on this platform—including mine!—is a big reason for them to make sure their tool is always up and running.

That’s a lot of pressure to be under. That’s why they really want to take care of their employees and make sure that their headquarters have a few fun and stress-free places for them to unwind. Like this one:

Enter the Shopify Tee-Pee Room…

Inside this room on the 13th floor of their state of the art building is…

You guessed it: a bunch of triangular, sauna-like tee-pees. Now maybe the tee-pee isn’t the shape I would have chosen for my office (if I had an office) but I bet after six or seven hours burning through code, these things start to look pretty amazing.

And most importantly they provide a space to step-away from the stress of the job.

Because whether you work from home or use an office, you know how important it is to have a place where you can relax, even if its only for 5 or 10 minutes.

There is just one problem I see in Shopify’s new tee-pee room though.

Like the rest of what they make, it works a little too well. Soft lighting, padded floors, surrounded by all these little pillows; I don’t think I would get much work done. In fact, I’ve only been in here for 30 seconds, and I already need a nap…

Okay, I’m back now.

And it’s time to talk about the main reason I’m here in Canada at the Shopify HQ.

It has to do with the future of ecommerce, and it’s something that I really like about what their platform is focusing on.

I’m talking about what I call Integrated Social Commerce. Basically it’s the integration between the social society that we live in and purchasing.

And Shopify has been one of the industry leaders in this.

They already have integrations with Facebook, Facebook Messenger, Instagram, Twitter and Pinterest that allow your customers to literally connect your store through any one of these social platforms.

That means they already have the capability to take a prospect through the entire sales cycle without ever leaving the social platform.

Here’s how that might look:

First a prospect sees your video on Facebook. It looks really cool, so they click on it.
Now they’re checking out your product in more detail on a Facebook page.
And then they checkout to buy—still on Facebook.

This integration within the social networks and online stores is the next wave of ecommerce.

But the technology is just starting to be advanced enough to perform this right now, and Shopify is at the forefront of it.

Which is what I really love about Shopify. Whether it’s technology or culture, they’ve always been out there rubbin’ elbows and doing cool integrations that have never happened before.

So keep an eye out for more integrated social commerce in 2017, because that’s where this industry is heading.

And until then, I’ll just be running around their headquarters, hanging out in their tee-pee room not really working but, you know, trying.

Video Highlights
0:14 Two New floors at Shopify Headquarters
0:40 The Famous Shopify Tee-pee Room
0:54 Focus on Culture
1:48 Build a Relaxing Workspace
2:30 The Shopify Astro Turf
2:52 Integrated Social Commerce
4:30 Stay Tuned for Exciting News



Click Here For Video Transcript

Hey, Ezra here, behind the scenes in Ottawa, Ontario, Canada, at Shopify HQ and I’ve taken you here before, right? I’ve given you a tour of the old office and the new office. But this office just opened up two new floors. There’s a 13th floor and sometimes buildings don’t have 13th floors, but Shopify does. They’re brave. So there’s a 13th floor and a 14th floor that we’ve never seen before. I hear there’s, like, tepees and weird stuff, so I’m gonna take you around on the 13th and 14th floor and show you what I didn’t show you last time because it wasn’t built. So let’s go check it out.

Here we are in the famous Shopify tepee room. Now they may sort of not understand what tepees are because tepees in general are round, but this is what they call the tepee room. Maybe there’s square tepees that I don’t know about or triangle tepees. But, you know, what’s cool about Shopify is they’ve got this focus on culture. Like, they really want it to feel good and be fun. I’m actually gonna go into one of these things and check it out. And, you know, they’re under a lot of pressure, right? Like hundreds of thousands of businesses depend on Shopify every day to process their orders. People’s businesses are like, you know, really focused and built on Shopify. So Shopify’s under all this pressure to make sure that their tool is the best out there, that it’s always up, that it works, that it processes and that’s a lot of pressure. So I think, you know, the focus on environment and culture and fun, you know, like these tepees here…I guess you could come in here and just be hanging out. Maybe you need a nap or maybe it’s so stressful. Whoa, a light turned on. You need to relax, you know? Anyways, I just love these offices and these cool, fun places to work and, you know, if you work from home or you work at an office, you know that it’s a good time to…I wonder if you can hear me through this…it’s a good time to have a place that’s comfortable and relaxed. And so this new tepee set up I think is their attempt at doing that. So I’ll take you around, show you some other places, but I might have to take a quick little nap in here first because it’s kinda cool. You know, you would think it’s claustrophobic, but actually it’s quite nice. It’s kinda like a sauna on the inside, you know, you feel sort of like you’re in a Cedar box here. They got like a little lantern, you know. You got these pillows and things. This is nice.

So I’m on this, like, golf course-looking thing, which I’ll show you from the back in a moment, but it’s really kinda cool if you ever need to maybe take a quick jog while you’re at work. It’s, like, this AstroTurf stuff. I kinda wanna slide down it. Come around, I’ll show you. I don’t think this thing is made to slide on, but it kinda feels like you should be able to. You know, one of the things that I really like about what Shopify is focusing on right now is something that I’m calling integrated social commerce, because where I see e-commerce going is an integration between the social society that we live in and purchasing. So basically, Shopify has these integrations with Facebook Messenger, with Facebook, with Instagram, with Twitter, with Pinterest, where you can literally have your Shopify store connected to one of those social platforms and you can have a whole sales cycle, from prospect to customer, happen without the customer ever leaving the social platforms. So basically they see a video about your product on Facebook. They’re like, “That looks really cool,” and then they click on it to check out the product in more detail, still on Facebook. And then they check out to buy, still on Facebook. Like, that sort of prospect to customer journey that’s integrated into a social network is the next wave of e-commerce. The technology is just kinda getting there right now and Shopify’s on the forefront of that. They’re the first people to do these integrations and that’s what I love about Shopify, out there, rubbing elbows, making things happen, doing cool integrations that have never happened before. So keep an eye out for integrated social commerce because that’s kind of the next wave of what’s coming in e-commerce and until then, I’ll be just running around on these AstroTurf things here, not really sliding, but, you know, trying.

Not bad, you know? It’s pretty good, this whole thing, this tepee. I like it. I like it a lot. I wouldn’t actually get any work done in here because I would just totally be sleeping so…cool concept though. So Ottawa’s behind me. We’re getting ready to go to a restaurant called Sidedoor, which apparently makes really nice homemade donuts and, you know, thanks for taking a look at Shopify with me. If you’re a Shopify business owner, I’ve got some really exciting stuff to announce that’ll be coming out shortly, so stay tuned to the blog. I made some good progress on a couple things that are gonna be big. They’re gonna have a huge impact on your business, so stay tuned to the Smart Marketer blog. To everyone at Shopify, thank you so much. I love being in partnership with your company and to all you subscribers and Smart Marketer viewers, thank you so much for watching. I look forward to taking you on more tours like this and I’ll see you soon.

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