Shopify Could Emerge As Another Benefactor Of Apple's Privacy Concerns: FT

  • Shopify Inc SHOP aimed to fill a promising gap in marketing data left by Apple Inc’s AAPL privacy crackdown.
  • Shopify offered retailers a new way to target potential customers through prominent ad platforms, Financial Times reports.
  • Harley Finkelstein, Shopify’s president, told FT that after collaborating with Meta Platforms Inc META and Alphabet Inc GOOG GOOGL Google in 2022, its “Audiences” marketing tool was a key area of focus.
  • Also Read: Shopify Impresses Most Analysts With Black Friday Sales
  • The shift of focus came when the e-commerce industry slowdown forced Shopify to a cutback on other parts of its business.
  • The new tool allows retailers to pool customer data and upload it to Meta and Google’s advertising platforms. 
  • Marketers can then target ads at “lookalike” customers more likely to buy their products because they purchased similar items from another retailer. 
  • The system aimed to bypass Apple’s rules against tracking iPhone users, which put a multibillion-dollar dent in the online ad industry last year and contend with Amazon.com Inc’s AMZN fast-growing ads business.
  • Shopify Audiences could offer a much-needed growth opportunity when threatening recession and cash-strapped consumers squeezed retailers. “Especially right now, merchants want to be able to find more customers,” Finkelstein added.
  • Finkelstein said Shopify prioritized initiatives with a “much shorter-term payback,” including expanding its business lending arm, Capital, to new regions and its fulfillment network, backed by its $2.1 billion acquisition of Deliverr.
  • Price Action: SHOP closed lower by 1.08% at $34.72 on Friday.
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