Imagining what the future holds for us as far as the eCommerce world is concerned is a feat we might call crystal ball. Yet, there is someone who can help us connect the dots and trace the trends that will affect eCommerce in the months – and years – to come. Someone who enjoys a privileged vantage point on the eCommerce world, and who is therefore in a position to help us understand what is happening and where it is going.
We are talking, of course, about Paolo Picazio, Country Manager Italy of Shopify, a company that, to put it bluntly, powers 6% of all eCommerce in the top 5 European markets and generates revenue for millions of merchants in 175 countries.
In fact, we have the great honour and pleasure of hosting Paolo Picazio on our blog with a special interview in which we talked about Unified Commerce (if you don’t know the term, don’t be frightened, as we said, here we are already talking about the future), but also about Delivery personalisation, consumer expectations and much more. Let’s get started!
Paolo, we are very happy to host you on the GEL Proximity blog and thank you for your availability. Tell us a little bit about Shopify and the great growth you are having in the European market as well?
Thank you for the invitation, it’s a pleasure to be here. Shopify has undoubtedly seen significant growth around the world, and the European market is no exception. The EMEA region is home to 27% of our merchant base, and in recent quarters we have seen high growth rates of new brands using the platform, surpassing those in North America. Markets such as Germany, France, Spain and Italy are at the forefront of this growth. Europe is critical to both our future success and the future of commerce. Shopify powers 6% of all eCommerce in the top 5 European markets and generates revenue for millions of merchants in 175 countries. In 2023, Shopify generated consolidated revenue of $1.2 billion in the EMEA region, representing 18% of the company’s total revenue.
In Europe, we support major brands such as Gymshark, FC Barcelona, Sodastream, Intersport. In Italy, we collaborate with renowned brands such as Sease, Alessi, Bea Bongiasca, SlamJam, K-Way, MC2 Saint Barth, MODES. This commitment to excellence and innovation allows us to continue to grow and support the success of our merchants.
What are the main strengths for merchants selling their products through Shopify?
They are several. First of all, the platform’s ease of use makes it possible to set up and manage an online shop without the need for advanced technical skills. In addition, we offer a wide range of themes and apps that allow merchants to customise their shop according to their needs. Another strength is our robust payment infrastructure, which supports multiple currencies and methodologies, facilitating international transactions. Finally, Shopify offers integrated marketing and SEO tools, helping merchants reach a wider audience and improve their online visibility.
Our platform is designed to be flexible and scalable, making it ideal for a wide range of merchants, from small business owners to large brands, who increasingly choose Shopify for their eCommerce because of our agile build, speed of implementation and performance. Some of the enterprise brands using Shopify include Supreme, Mattel, Glossier.
Today, the word omnichannelality is often associated with the eCommerce sector. Can you give us some examples of how Shopify fosters integration between digital and physical channels?
Omnichannelality is fundamental in the modern world of commerce, especially in response to the growing demand to offer a seamless, increasingly consistent and unified shopping experience across all sales surfaces. In this sense, we could almost label the concept of omnichannelality as outdated, “supplanted” by a business model that at Shopify we like to define using the term “Unified Commerce”. With regard to the integration of sales channels, Shopify offers a number of tools that facilitate the connection between digital and physical channels. Our POS (Point of Sale) system, for example, allows merchants to manage in-store and online sales from a single platform. Customers can start a purchase online and complete it in shop, or vice versa. In addition, real-time inventory synchronisation ensures that merchants can accurately track their products, regardless of sales channel. This creates a smooth and consistent experience for the consumer, improving customer satisfaction and, consequently, increasing brand loyalty.
As I said, however, at Shopify we are looking more at what we call ‘Unified Commerce’, an innovative concept that takes omnichanneling to the next level by integrating all channels into one cohesive system. This approach eliminates silos between online and offline channels, enabling real-time inventory visibility, centralised customer data and synchronised operations. Our commitment is to provide a uniform and optimised customer experience, covering inventory management, order fulfilment and customer service, thus improving purchase and sales flows and fuelling customer loyalty.
Let’s talk about logistics at the check-out: which services do you see as indispensable today to enable the end consumer to personalise delivery?
Today’s consumers expect a high degree of customisation when it comes to delivery. Some of the indispensable services include the possibility to choose between different delivery options, such as standard, express or same-day delivery. In addition, the ability to select specific time windows for delivery is highly appreciated. Another important service is in-store collection, which allows customers to pick up their purchases at a physical location convenient to them. Equally important – and this is why I am happy with the integration developed by Gel Proximity (link to Shopify App Store here) – giving people the opportunity to pick up their orders at the pick-up points most convenient to them. This is a trend we see growing and should be supported not only for the convenience of the service, but also because such a delivery has a positive impact on reducing traffic in big cities and consequently on the environment. Finally, real-time notifications on the status of the shipment and the ability to track the parcel are essential services that enhance the overall shopping experience.
From your point of view, how is the approach of shops to ‘Out Of Home’ logistics services changing? What role can technology play in the explosion of these services?
The approach of shops towards ‘Out Of Home’ logistics services is evolving rapidly. Consumers are increasingly looking for flexible and convenient options for picking up their purchases. Services such as automated lockers, pick-up points and pick-up partners are becoming increasingly popular. Technology plays a crucial role in this transformation. Digital platforms and mobile apps allow consumers to easily locate pick-up points, schedule deliveries and receive real-time updates. Furthermore, the integration of advanced logistics management systems, such as AI and automation, allows companies to optimise operations, reduce delivery times and improve overall efficiency. These developments not only improve the customer experience, but also offer companies new opportunities to differentiate themselves and grow.
We thank Paolo Picazio for his availability and look forward to the next interview!
Do you use Shopify with a Shopify, Advanced or Plus plan?
You can now connect GEL Proximity to Shopify shops thanks to the free module available for Shopify, Advanced or Plus plans. Download the certified GEL Proximity module from the Shopify App Store to immediately offer your customers the possibility to receive orders and make returns at over 200,000 national and international Pickup Points.
