This IDC Market Perspective discusses Shopify's Summer Editions 2025 release, "Horizons," which expands the platform's reach into enterprise-grade capabilities while maintaining accessibility for smaller merchants. The update emphasizes embedded AI across merchandising, marketing, and support functions, as well as global infrastructure for cross-border selling and B2B functionality. By streamlining extensibility, Shopify offers a curated alternative to full composability, appealing to developers and business users alike. These advancements position Shopify as a unified commerce operating system with growing relevance across the full merchant maturity curve. For technology vendors, the strategic implications are clear: Differentiation must move beyond baseline features. Vendors competing with Shopify should focus on vertical depth, complex configuration, post-purchase value, or AI use cases not addressed by Shopify Magic or Sidekick. Those in adjacent categories must optimize for native integration into Shopify's stack while identifying areas where Shopify's road map remains incomplete."Shopify's Horizons release signals a clear intent to unify the merchant experience across maturity levels. By embedding AI and scaling global infrastructure, the company is closing the gap between simplicity and enterprise sophistication," says Heather Hershey, research director, Worldwide Digital Commerce, IDC. "As Shopify expands horizontal capabilities, competitive viability for other vendors in digital commerce and adjacent categories will depend on verticalization, interoperability, post-purchase service depth, and speed of adaptation."
Executive Snapshot
New Market Developments and Dynamics
A Deeper Dive into New Product Features
New Features Available to All Shopify Plans (Basic, Starter, Growth, Advanced, and Plus)
Themes and Storefront Customization
AI-Driven Store Setup and Content
Sidekick AI Assistant
Checkout and Conversion Optimization
International Commerce and Fulfillment
Shop App Enhancements
Marketing and Discounting Tools
Developer Tools and APIs
New Features Available for Shopify Plus/Enterprise Exclusive
Retail and POS Enhancements
Checkout and Sustainability Features
Advanced Shopify Flow Capabilities
B2B and ERP Integration
Global Commerce and Payment Options
Strategic Implications for the Market
Advice for the Technology Supplier
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