For brands already on Shopify, the question is no longer why you chose the platform but what’s next? As Ecommerce rapidly evolves, the tools you integrate and the agency you partner with can be the difference between simply running a store and creating a standout digital experience.
In our latest interview, Matthias Kleven, Head of Northern Europe Partnerships at Shopify, shares expert insights on the future of ecommerce, the opportunities Shopify unlocks, and how brands can stay ahead in 2025 and beyond. Here’s what you need to know.
Why Shopify keeps winning
Brands continue to shift from legacy platforms to Shopify and it’s not just about ease of use. As Matthias highlights, the platform’s lower total cost of ownership (TCO), faster speed of innovation, and unified approach to commerce are powerful differentiators.
Whether you’re selling DTC, B2B, or across retail channels, Shopify’s infrastructure enables agility without the overhead of complex legacy systems.
Quick wins are good - but long-term value wins
Matthias touches on a crucial distinction: quick ecommerce wins can feel great, but lasting success comes from sustainable architecture, integrated data, and iterative improvements. This is where the right agency partnership is critical.
A good Shopify agency won’t just launch features, they’ll help you prioritise, scale, and evolve intelligently. Look for one that can:
- Balance short-term optimisations with long-term tech strategy
- Build for performance and flexibility (especially for B2B/B2C hybrids)
- Guide you through the evolving Shopify ecosystem (Editions, Shopify Magic, B2B tools)
Tools & trends to pay attention to in 2025
2025 is set to be a year of massive evolution in ecommerce. Here are some key trends Matthias discusses and how Shopify supports them:
1. Personalisation at Scale
AI-driven product recommendations and tailored user journeys are no longer optional. Tools like Shopify Magic and Sidekick bring AI directly into the merchant experience, helping automate content, support, and decision-making.
2. Unified Retail
Customers expect consistent experiences across physical and digital touchpoints. Shopify’s unified commerce stack - POS, headless, and composable APIs - make this possible.
3. Speed to Market
With Shopify Editions and regular platform improvements, the release cadence is fast. Brands that build on the latest capabilities will outpace their competitors.
What to look for in your Shopify agency partner
In 2025, your agency partner should act more like a growth and innovation consultant than a traditional build partner. Look for teams who:
- Stay ahead of Shopify’s roadmap and understand how features like Shopify Magic and Hydrogen can be leveraged
- Understand your business model - especially if you’re navigating complex logistics, subscriptions, or B2B
- Have proven results with conversion optimisation, performance, and platform migrations
- Can integrate best-in-class tools in a way that aligns with your tech strategy
Future-proofing your Shopify store
As Matthias puts it, Shopify isn’t just innovating for today, they’re building a 100-year company. The platform’s investment in long-term capabilities like AI, global infrastructure, and developer tooling reflects this.
For brands already on Shopify, the challenge (and opportunity) is staying aligned with that evolution. That means partnering with experts, integrating tools that unlock value, and constantly optimising the customer journey.
Watch the full interview with Matthias below
