Shopify says its new advertising push will help redefine enterprise retail

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Following the recent launch of its “Audiences” marketing tool, Shopify hopes that it has found a solution to skirt Apple’s changes to data collection for advertising, which put an end to third-party data being collected without the explicit permission of its users (most of whom had refused, according to the Financial Times (opens in new tab)).

While this is expected to have put a multibillion-dollar dent in the global advertising market, with Kaz Nejatian, VP of Product at Shopify, stating that independent merchants were paying twice as much to find new customers in mid-2022 compared with the year before, the colossal shift that saw years-old practices being challenged didn’t necessarily have such a negative impact on all businesses.

Shopify Audiences



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