In May, Facebook announced Facebook Shops, a tool to set up online stores on Facebook and Instagram. Shopify is one of the partners, allowing Shopify stores to upload their inventory to Facebook. However, assuming Facebook Shops is successful, this partnership benefits those stores and Facebook, not Shopify.

Any enterprising creator can build a business as a curator of products, monetizing her influence. Savvy businesses underpin this new economy. Flagship, one of my portfolio companies at Daybreak, allows anyone with a community to launch their own boutique storefront that showcases their favorite products. They earn ~20% of sales in exchange for dire... See more

I think it’s inevitable that Shopify will become a consumer destination, but the way it monetizes demand gen will need to be aligned with its role as a Platform.