CMO profile: Navigating the ecommerce boom Shopify marketing chief talks through the strategy he's been using to differentiate the ecommerce solutions provider in the midst of rapid digital uptake in retail Rapid uptake of ecommerce was an inevitable outcome of the events of 2020, and naturally, those companies that supplied the picks and shovels of the digital goldrush were among the biggest winners. But for ecommerce platform providers, the challenge then was not about convincing would-be clients of the joy of ecommerce, but about the benefits of their platforms. And that meant cutting through the noise of a lot of competing solutions.