What Shopify and Amazon can learn from Mimetic Theory

Shop resembles Google Shopping more than Amazon, and it lacks the convenience of a single cart. It’s a product that reflects the philosophical tug-of-war between Shopify’s original antimarketplace stance and its stated ideal of helping merchants be as successful as possible.

Because Shopify runs the websites of these merchants, it may be able to more accurately track users bouncing between sites and build machine learning algorithms to calculate lookalike audiences for its stores. It may also be able to persist a customer's payment info across stores to make the secondary checkout faster. In short, Shopify has the oppo... See more

In this way, Instagram, and not Amazon, is building the closest analog to China’s Tmall with a collection of modern and luxury goods that appeal to younger and more affluent audiences. Facebook is building the anti-Amazon. Mosseri and team have developed a resource that serves as a marketing engine and audience development tool. They’ve taken Veris... See more