Shopify崛起：DTC电商时代的挑战者与亚马逊封杀中国卖家的受益者
Shopify是什么？ 一站式SaaS电商服务平台
What is Shopify? An all-in-one SaaS e-commerce service platform
Shopify是一家提供一站式SaaS模式电商服务的平台，为电商卖家提供搭建网店的技术和模板，以及管理全渠道营销、销售、支付和物流等服务。该平台于2015年在纽约和多伦多证券交易所上市。
Shopify is an all-in-one SaaS e-commerce service platform that provides merchants with store-building technologies and templates, as well as services for managing omnichannel marketing, sales, payments, and logistics. The platform went public on the New York and Toronto Stock Exchanges in 2015.
在过去六年中，Shopify的用户数量从38万激增至206万，年均增长率接近50%。需要注意的是，Shopify的206万用户指的是使用其平台搭建电商独立站的全球商户，而非消费者。
Over the past six years, Shopify's user base has surged from 380,000 to 2.06 million, with an average annual growth rate of nearly 50%. It's important to note that Shopify's 2.06 million users refer to global merchants using its platform to build independent e-commerce sites, not consumers.
什么是DTC电商？ 电商独立站模式
What is DTC E-commerce? The independent e-commerce site model
全球电商卖家主要有两种生意模式：平台电商和DTC电商。DTC电商被称为"电商独立站"，即商家不依赖于任何大型平台，而是通过自建网站向终端消费者销售商品的电商模式。SHEIN、AllBirds等都是DTC电商的代表。
Global e-commerce sellers mainly operate in two business models: platform e-commerce and DTC e-commerce. DTC e-commerce, known as "independent e-commerce sites," refers to merchants who don't rely on any major platforms but sell products directly to end consumers through self-built websites. SHEIN and AllBirds are representative examples of DTC e-commerce.
Shopify的发展历程 从建站工具到电商生态
Shopify's Development History From site-building tool to e-commerce ecosystem
Shopify的发展可以分为三个阶段：
Shopify's development can be divided into three phases:
1. 2004-2008年创业初期：主要作为建站工具存在
1. 2004-2008 Startup Phase: Primarily existed as a site-building tool
2. 2009-2012年转型期：成为移动SaaS平台，推出应用商店
2. 2009-2012 Transformation Phase: Became a mobile SaaS platform and launched an app store
3. 2013年至今扩张期：从服务平台向电商生态扩张，整合支付、融资等服务
3. 2013-Present Expansion Phase: Expanded from service platform to e-commerce ecosystem, integrating payment, financing and other services
亚马逊封杀中国卖家给Shopify送机遇
Amazon's Ban on Chinese Sellers Presents Opportunity for Shopify
2021年，亚马逊对平台电商账号进行大规模打击，主要针对刷单和操纵评论行为。由于亚马逊卖家中有70%来自中国，导致"亚马逊封杀中国卖家"事件引发强烈反响。
In 2021, Amazon launched a large-scale crackdown on platform merchant accounts, mainly targeting fake orders and review manipulation. Since 70% of Amazon sellers are from China, the "Amazon bans Chinese sellers" incident caused strong repercussions.
在亚马逊的打击下，许多中国跨境卖家决定转向独立站。Shopify和Google的统计数据显示，到2022年，中国出海企业中超过一半已经或正在筹备建立独立站。
Under Amazon's crackdown, many Chinese cross-border sellers decided to switch to independent sites. Statistics from Shopify and Google show that by 2022, more than half of Chinese companies going global have or are preparing to establish independent sites.
Shopify豪言买下亚马逊？
Shopify's Bold Claim to Buy Amazon?
Shopify创始人Lütke曾表示："亚马逊正试图建立一个帝国，而Shopify则在帮助帝国的反抗分子。"当有网友预测亚马逊将在2019年收购Shopify时，Lütke回应说："我更愿意在2029年收购亚马逊。"
Shopify founder Lütke once said: "Amazon is trying to build an empire, while Shopify is arming the rebels." When a netizen predicted Amazon would acquire Shopify in 2019, Lütke responded: "I'd rather buy Amazon in 2029."
得益于北美电商巨头亚马逊的错误决策，即全面封杀中国卖家，Shopify获得了一批优质的中国用户，进一步巩固了其在DTC电商领域的领导地位。
Thanks to the wrong decision by North American e-commerce giant Amazon to completely ban Chinese sellers, Shopify gained a group of high-quality Chinese users, further consolidating its leadership position in the DTC e-commerce field.
