Without prior experience, the founders learned to build their Shopify store and run complex paid media campaigns entirely by watching YouTube tutorials. This self-education approach enabled them to operate leanly and develop deep, in-house knowledge of core business functions.

Despite knowing customers would pay far more, Shopify intentionally underpriced its product. This lowered the barrier to entry for entrepreneurs, focusing on massive user acquisition and solving merchant problems first.

While third-party Shopify themes seem convenient, they risk becoming unsupported or outdated. For custom builds, the best practice is to use Shopify's native "Dawn" theme as a foundation. It's the most up-to-date and developer-friendly option, ensuring long-term compatibility and easier customization.

Before Province of Canada was their full-time focus, the founders ran a Shopify agency. This service business provided cash flow, deep platform expertise, and a testing ground for their ideas. It served as a real-world MBA, giving them the confidence and proof points to launch their own successful product brand.

Deliver's founder admits their logistics model (distributed inventory) wasn't a unique insight; Amazon had already mastered it. The true innovation was recognizing that the rise of Shopify created a new, underserved market of small merchants. By aggregating their inventory, Deliver could offer them Amazon-level fulfillment infrastructure.

The "stair-step method" mitigates the dual complexity of building and marketing a SaaS from scratch. By first launching a simpler add-on within a marketplace like Shopify or Heroku, founders can leverage a built-in marketing channel, allowing them to master the technical and product challenges of SaaS.

Even as AI agents shift product discovery away from traditional websites, Shopify remains essential. Its core value lies in managing the complex post-purchase lifecycle—returns, shipping, order tracking, and customer data—making it a centralized operational hub that new discovery channels still rely on.

The true advantage for new AI-native companies lies not in simply using AI tools, but in building entirely new business models around them. This mirrors how Direct-to-Consumer brands leveraged Shopify not just to sell online, but to fundamentally change distribution, marketing, and customer relationships, thereby outmaneuvering incumbents.

Unbound Merino's founder was driven by frustration with his service agency, where revenue was tied to his personal sales efforts. This pain motivated him to find an e-commerce model where the business could generate sales 24/7, even while he slept.