• Shopify Editions.dev 2025 underlined the vendor’s scale and global ambition across ecommerce merchants of all sizes
• Shopify’s product roadmap is increasingly enterprise-focused which, combined with a growing number of headless / composable implementations, gives enterprise B2C and B2B brands confidence to consider it when selecting anew ecommerce platform
• Embedded generative AI tools for design, development and optimisation sees Shopify position itself as the first AI-native commerce platform

Last week, I attended my first Shopify Editions event — and my first visit to Toronto. Both were equally impressive. Shopify Editions 2025 was high energy, full of ambition, and packed with real substance. It also gave me a front-row seat to Shopify’s evolution — and its growing momentum as a serious force in enterprise commerce.

Here are my top takeaways:

Shopify's scale, velocity — and global ambition

The headline numbers are staggering: $292B in gross merchandise value (GMV, or the value of goods sold via the platform),, $8.9B in revenue, and $1.5B invested into R&D last year. The business has now clocked eight consecutive quarters of 30%+ GMV growth globally — with EMEA GMV up 36% in Q1 alone.

This isn’t just scale for the sake of it. The tempo of development, energy at the event, and strategic investment decisions signal Shopify’s intent to lead — not just in SMB and D2C, but across the full ecommerce landscape.

Enterprise Is no longer an aspiration

Enterprise ecommerce is no longer a stretch goal for Shopify — it’s now a growing reality.

We saw clear examples of large businesses embracing Shopify across sectors like automotive, food & beverage, manufacturing, distribution, travel, and sports. Enterprise revenue is up 35% year-on-year, and Shopify’s product roadmap reflects that shift.

Recent and upcoming releases are closing historic capability gaps for larger merchants:

• Enhanced developer tooling

• Bulk data and management

• Globalisation (and localisation) with markets with ShopPay advancing worldwide

• Significant investment in Retail / POS solution

• Scaled checkout support for B2B

• (Much) Enhanced support for dev/staging environments

This isn’t just theoretical, either. We’re seeing composable and headless architectures, the rise of Shop Pay Button as a low-barrier entry point, and rapid adoption of Shopify’s growing B2B toolkit (look out for a POV from my colleague [Tom Williams] on that soon).

In short: Shopify is serious about enterprise — and making it easy for enterprise to take them seriously.

Leading the AI-native commerce future

Shopify is positioning itself as the first AI-native commerce platform, with the stated goal of helping merchants turn “headwinds into tailwinds” — unlocking speed, adaptability, and performance in a volatile world.

How are they doing that?

• Storefronts MCP: A major step forward in agentic commerce, exposing Shopify Catalog data to AI assistants. Think shopping via ChatGPT or any other conversational agent.

• AI Optimisation: Natural language-driven merchandising and content generation at scale, now available across storefronts and via Shopify Web Components — CRO meets generative ease.

• Sidekick (2.0): Significantly upgraded. Devs can use Sidekick to create features, layouts, and code with natural language prompts, all in minutes — not days.

CEO Tobi Lutke likened this phase to the dot-com and mobile waves. This time, Shopify aims to fast-track merchants through the AI revolution — with less overhead, faster results, and more freedom to innovate.

Culture still counts

Despite the scale and maturity of the platform, the startup spirit is still alive inside Shopify. The Editions partner event was mirrored by an internal summit across the street, where thousands of Shopify staff — from developers to designers — were working side-by-side on real-time innovation, fuelled by Sidekick, DJ sets, and hackathons. Tobi himself was right there in the mix.

The week ended with the Partner Awards — recognising the community, collaborators, and app developers that make the ecosystem so powerful. For all the slick presentations and enterprise-grade ambition, this was still very much a celebration of creativity, contribution, and craft.

Where Does UNRVLD fit In?

We’re still relatively new to the Shopify Partner ecosystem, but we’re already helping major clients — like LIV Golf, Diageo, New Era Cap, and Smeg — transition to, or scale, on Shopify. As a Shopify Plus Partner, we bring deep platform knowledge, strategic clarity, and enterprise experience. This includes composable and headless implementations of Shopify combined with SaaS content management systems such as Contentful, Optimizely and Sitecore - to deliver a rich and differentiated digital commerce experience. 

A few years ago, I might have asked: Why would an enterprise consider Shopify?

Now I ask: Why not?

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