Know Thy Customers: How Shopify’s Analytics Are Changing the Game

What do fans of Beyoncé, the Foo Fighters, Lauv and Mac DeMarco secretly have in common? Though they’d never know it, they all order their merchandise through the same Canadian e-commerce company, Shopify. The 14-year-old Ontario-based business has grown into a global giant over the last six years since it launched Shopify Plus, the enterprise version of its software. Smooth setup — and robust data — make it a favorite of not just the music industry, but retailers like S