Shopify For Everyone... Or Are They?

Green Goo Is Reinventing Plant-Based First Aid and Personal Care with Jodi Scott

Author

Brent Peterson
May 28, 2026

In partnership with

The Talk Commerce Podcast Newsletter

Who have we been talking to lately? Focusing on conversations about eCommerce, AI, Entrepreneurship, and Marketing.

Shopify For Everyone... Or Are They?

By Brent W Peterson

Shopify's Q1 2026: Category-Defining Numbers, but Is Wider Always Better?

Shopify just posted a monster Q1 2026: $3.17B in revenue (+34% YoY), $101B in GMV, and free cash flow of $476M. Shop Pay processed $35B (+59%), B2B grew 80%, and enterprise merchants doing $100M+ nearly doubled in two years. Customer wins include LVMH, Balmain, Victoria's Secret, and Lands' End. AI-driven traffic to Shopify merchants surged 8x, and Sidekick usage jumped 385%.

These are extraordinary numbers. Shopify earned them.

But here's the strategic tension: to sustain this growth, Shopify must keep expanding into new categories — B2B, POS, unified commerce, composable architecture, agentic AI. The problem? In each of those lanes, specialists already excel. VTEX owns enterprise unified commerce. OroCommerce was purpose-built for B2B. Elastic Path leads pure composable.

The merchant doesn't read the cap table — they read their conversion rate and margin per order. Those improve at the depth layer, not the breadth layer.

The stock dropped 7.2% on softer Q2 guidance, signaling the market may see limits to the "everything for everyone" strategy.

Shopify is at the top of its game. The question is whether going wider comes at the cost of going deeper — and who feels that trade-off first.

Our Latest Episode:

Green Goo Is Reinventing Plant-Based First Aid and Personal Care with Jodi Scott

What does it actually take to build a plant-based product brand from a kitchen operation to 150,000 points of distribution, lose it all, and build it back again?

Jodi Scott, CEO and co-founder of Green Goo by Spry Life, shares exactly that. She breaks down the proprietary whole-plant infusion process behind Green Goo's first aid and personal care products, explains why natural products no longer have to take a back seat to chemical alternatives, and gets candid about navigating a failed international partnership that nearly cost the family everything.

Jodi also talks through how rising manufacturing costs and tariff pressures pushed Green Goo toward a sharper direct-to-consumer strategy, and why that shift ended up bringing the brand closer to the customers who matter most.

When Real Estate Meets the Blockchain — Thomas Gaffney of OFA Group

The 2008 crisis was not a mortgage problem. It was a data problem.

Nobody could see inside the mortgage pools in real time. Investors couldn't separate healthy securities from collapsing ones, so they shorted everything. Opacity turned a bad situation catastrophic.

Thomas Gaffney COO of OFA Group, made this point on Talk Commerce and connected it directly to anyone running opaque systems today. Blind attribution models. Inventory guesswork. Incomplete AI training data. The cost of not seeing clearly shows up everywhere.

Blockchain fixes this for finance. Real-time visibility into every transaction, every default, every payment on chain.

Thomas has been making this argument since law school. Now he is building that infrastructure through OFA Group and Hearth Labs.

Your AEO + SEO audit is probably missing something.

Every SEO tool on the market gives you hundreds of issues and no direction.
You get a wall of errors, no priority, and no idea where to start. 

We got tired of that. So we built a 56-point audit framework that scores every item Pass, Partial, or Fail and ranks fixes by their impact on rankings and revenue. 

This is the same checklist we run on our own clients’ websites.
It covers technical SEO, crawlability, Core Web Vitals, AI search readiness for ChatGPT and Perplexity, schema, content quality, local SEO, and migration recovery. 

Every check includes platform-specific guidance for WordPress, Shopify, and Magento. 

No fluff. No filler. Every item earns its spot. 

Download it free and run it on your own site.
If you want us to run it for you, you can request a full audit after downloading.

Download Your Free AEO + SEO Audit

Was this email forwarded to you?

Subscribe to the podcast.

The Fastest Way to Scale Creator Ads in 2026

Whitelisting, Spark Ads, Partnership Ads — they're your highest-ROI channel in 2026. minisocial is the fastest way to scale them. Trusted by Our Place, Love Wellness, MadeGood, and Rocksbox.

Here's what brands say:

"Ads made with minisocial content outperform everything we've made in-house." — Michael, Growth Marketing Manager

"minisocial's cost per creator is cheaper than our in-house program." — Andrea, Digital Campaigns Manager

"The price for what you're getting is just insane. They handle every step." — Kaylee, Director of Marketing

Ready to turn creators into your best-performing ad channel?