Shopify aims to make e-commerce connections while rethinking the use of NFTs

As retailers settle into the direct-to-consumer (D2C) model, the e-commerce world is preparing to transition to a new way of selling: C2C.

This week, Shopify is lifting the curtain on connect-to-consumer (C2C) commerce, which it says is a whole new phase of commerce where opportunities to connect exist everywhere. If D2C offered merchants a direct line to consumers, C2C offers merchants endless channels.

According to the company, the C2C era places authenticity, loyalty and trust at the heart of every interaction between merchants and consumers. This is an era where personalization matters and independent businesses have full control to create new experiences across every potential consumer touchpoint in a way that keeps them coming back. It’s not just about the transaction anymore; it’s about the connection.

“At Shopify, we believe in infinite play. That means we’re constantly pushing the boundaries of what’s possible for entrepreneurs,” says Tobi Lütke, Founder and CEO of Shopify. are facing today while imagining entirely new ways for them to grow their businesses. With Shopify Editions, we’re sharing our big bets and latest innovations in commerce so those ambitious enough to try their hand at entrepreneurship can get started and scale faster than ever.

Shimona Mehta, Managing Director of Shopify EMEA adds, “Shopify is betting on C2C as the next era of commerce, an era that goes beyond traditional e-commerce and the division of high streets. It’s a new era in which any UK business that strives to cultivate a community around its brand will thrive.

Connecting Crypto Wallets to UK Retailers

Building on this, Shopify is also looking to change the way retailers use NFTs. According to the company, in this new era of C2C commerce, the most exciting experience is not selling NFTs, but activating them. Enter the token trade.

Tokengated Commerce offers a fundamentally new way to deepen connections and reward true fans and VIPs, the company says, by giving NFT holders exclusive access to products, benefits and experiences. For these consumer-turned-fans, all they need to do is connect their crypto wallets to a Shopify online store and they can use their NFTs to unlock exciting experiences. Merchants can enable Shopify Tokengated Commerce experiences anywhere, from e-commerce to mobile to brick-and-mortar retail through point-of-sale.

Mehta says, “We are investing in blockchain technology to make Shopify wallet-friendly. In the new era of C2C commerce, this makes it easier for NFT holders to unlock personalized experiences with their favorite brands based on the NFTs in their wallets.

Token trading can also be multiplayer and collaborative. One brand’s NFT can unlock another brand’s store, making it easier than ever for brands to partner and collaborate.

Shopify expands to B2B

For independent marketers, connecting with consumers isn’t just a one-on-one thing. There’s a whole world of opportunity among merchants connecting with other businesses — billions in untapped revenue, to be exact — which is why we’re bringing B2B to Shopify.

B2B is available for Shopify Plus merchants directly in Shopify admin, the same back office they use to manage their DTC store. This allows merchants to easily access Shopify’s powerful customization features and manage all aspects of their business in one place. Shopify also partners with ERP providers such as NetSuite and Acumatica to automatically integrate a merchant’s essential business data into Shopify.

Now let’s move on to the buyer experience. B2B on Shopify offers an online store experience similar to what merchants use to sell to consumers, but personalized with tools that make it easy to buy in bulk or wholesale directly from Shopify merchants.

Mehta comments, “With B2B, Shopify is expanding into a whole new market category. We double the market opportunities for independent traders.

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