The point is context — by abstracting a core function and delivering it in situ, value is created. That is achieved by removing friction or utilizing unique data. Shopify is the canonical example. In recent years, the e-commerce platform has moved beyond integrating Stripe to offer a range of embedded products, including merchant lending that uses ... See more

Vertical-specific tools can provide a depth of value for creators that is challenging for horizontal platforms to replicate. Shopify, which has stated that its mission is to “make entrepreneurship more accessible,” doesn’t just superficially enable the creation of an online storefront, but offers deeper functionality tailored to e-commerce merchant... See more