Welp... how long-winded do you want me to get on this one? You could look up literally hundreds of examples in mainstream news about how Shopify came up as a lean scrappy underdog circa 2012 alongside many of the second wave of budding platforms. In those days they were just a snowboard company who hated the pre-rolled ecomm solutions (especially Amazon) and came up with their own way.

Turns out a few other people liked their way as well... so they pivoted to SaaS and took off running. Their mantra at that time (and they still pull it out on the regular now... for laughs) was "Arming the rebels" (against Amazon...)

They built their SaaS platform on world-class customer/merchant support. Built things users asked for. Hired talented people who were inspired by the environment of doing good in the world... etc etc. They believed in what they were doing... i.e. "Make Commerce Better."

Around the time I joined (2021) they got absolutely fucking hammered by new clients/merchants over lockdown. They were primed for "easy dropshipping" this and "low-cost barrier to entry" that for tens of millions of broke people sitting at home for lockdowns across 18+ months, looking for (pre-rolled) ways to earn an income. Their own marketing to small and emergin businesses (easy money over here!) ended up fucking them in the end.

They did an over-hiring wave like any other tech compan at the time. Very shortly after their email and chat support queues were overrun (weeks-long wait times) they reduces phone support hours for normal merchants before killing them completely shortly thereafter (workers can only field one call at a time, vs 3 chats and multiple emails per hour)... Obv they kept phones open for Plus merchants (enterprise, of course). That's Enshittification - Stage 1. They built their business, name, and reputation helping the little guy (the "rebels")... and now they were pulling up the ladder behind them to help the Plus/enterprize clients get and remain profitable, instead.

I could keep going. If you look far enough into it they started aggressively courting Enterprize clients last year after their shares tanked, and after they laid off 30% of staff.... and while they do that they need to pull finances and resources further away from their "rebels" to keep the Nikes and the Chapters of the world happy. Established mega-corps don't love it if you're giving "the little guy" stellar support while you give them (Nike) the same level. They want "better", at all times.

They've been at multi-billion dollar valuation for years prior to Covid. It was the pressure through lockdowns and out the other side tha pressured them to keep growing profitability, sent them over the edge of enshittification. They've clearly taken a lot of advice from Wall Street and Silicon Valley about how to stay on the money train (from same).... during tough financial times. They're already pulling top-notch support from their enterprize clients, and third-party app devs (ask me how I know that). The next (obvious) phase is to claw back those margins that keep enterprize clients happy, once they have enough of them locked in that a few leaving won't hurt them. That's phase 3, if you haven't been keeping track.

Do you need more of a primer, or did I answer your question?