Innovation happens when entrepreneurs build on their own terms

Imagine a world where rigid policies, ever-changing algorithms, and constrained systems stifle the ability for fresh ideas to prosper, or for new leaders to emerge in their industries. This is not the plot of a post-apocalyptic blockbuster. It is a real threat faced by the next generation of entrepreneurs.

Without ownership, we risk falling into sameness—the enemy of innovation. Enabling entrepreneurs to run their businesses their way protects freedom of creativity and expression. 

There are a number of threats to ownership: policies that punish small businesses, a volatile global market, and online marketplaces that suppress uniqueness. But there are a few things within our control. Shopify exists to give merchants full control over their brand and ownership of their audiences. This is the only way for their ideas to achieve full potential.

Protecting the sovereignty (that is, freedom from outside control) of these creators is a mission worth standing behind—for us, for the planet, and for the future. 

Why ownership matters

Entrepreneurship inherently presents more opportunity for freedom. Freedom from 9-to-5 schedules, feelings of powerlessness, and fixed earning potential. In fact 57%* of entrepreneurs started their businesses to be their own boss, and 42% cited a desire for a flexible schedule.

Ownership is a path for individuals to set their own limits and scale at their own pace. In times of global uncertainty that threatens job security, entrepreneurs find creative ways to weather the storm.

Entrepreneurship is universal—but not all opportunities are created equal. In many cases, founders are renting, not owning. Sellers on online marketplaces and creators monetizing their personal brand are at the mercy of platform algorithms and have little ownership over their business. Imagine a brand that prides itself on being “made in Canada” or centers the founder’s journey at the heart of its story. Merchants on “rented” spaces have little opportunity to highlight what makes them special.

What’s worse, they don’t own their biggest asset: their customer relationships. Access to first party data is therefore limited, leaving merchants largely in the dark about their own businesses. 

Entrepreneurship should be accessible to all, but that alone is not enough. They should have the sovereignty to control their operations, build direct connections with fans, and adapt seamlessly to the world around them.

Own, don’t rent

We believe that protecting merchant sovereignty benefits us all. That’s why we’re building products that remove friction and empower merchants to innovate and thrive independently. 

Shopify exists to support small businesses from the sidelines, a behind-the-scenes partner in their success. We create a framework upon which founders can stretch the boundaries of their imagination. 

“One of my favorite things that we get to do here is put a large company together that conspires to make the small people successful,” says Tobi Lütke. “I think that's the true calling of this company.”

Shopify’s starter plan and online store builder make it simple for anyone to launch their business. And we don’t own your customers—you do. Products like Capital are there to support business owners as they grow without dependence on traditional banking systems. And with Sidekick, the power to solve any challenge is in the palm of merchants’ hands.

The ripple effect

Through this ownership, entrepreneurs not only boost their capacity for innovation, they also drive economic growth. The local multiplier effect triggered by a business builds resilient and prosperous communities.

The more founders can truly own their businesses, the bigger their potential at making an impact. This is especially felt on a local level. Small and medium businesses contribute more than two-thirds of all jobs around the world. In every community where one business thrives, Main Street is strengthened, paving the way for more businesses and more jobs, retaining local talent.

For purpose driven brands, this can be essential to what they stand for. “For us it was really important to produce locally,” says Duschbrocken co-founder Johannes Lutz. “We have two family companies that are helping us.” One of those companies was CosSavon, a 40-year business that was saved from an uncertain future thanks to the partnership.

This impact ripples through time, as families build generational wealth. And businesses built outside of restrictive constraints—and on platforms with flexibility—have staying power. Legacy brands are made when companies have the freedom to forge their own paths.

Ownership and independence pave the way for even more entrepreneurship. This chain reaction is critical to building a future that celebrates innovation.

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*Results for the Gallup entrepreneur poll are based on responses from a survey of 46,993 U.S. adults (18+ years old) conducted online May 1-14, 2024. All participants are members of Gallup’s probability-based, nationally representative panel.