Entrepreneur Stories

November 14, 2023

5 mins

Small Snowboarding Shop Revolutionized E-commerce

After dropping out of high school, this entrepreneur thought of a life-changing idea while working on his snowboarding brand. This idea was Shopify, a platform that would eventually revolutionize the way businesses operate online.

Early Curiosity and Coding Enthusiasm

Born in Koblenz, Germany, in 1981, Tobias Lutke was a curious child with an early inclination towards computers and technology. At the age of 6, his parents introduced him to computing through a Schneider CPC. By the time he was 12, merely playing games on his Schneider CPC wasn't sufficient for the young Lutke. His curiosity pushed him to rewrite game codes as a way to essentially hack into a digital world to reshape it according to his whim with his inspiration being John Carmack, the computer programming legend behind iconic titles like Doom and Wolfenstein 3D. For Tobias, Carmack's games and their plan files became nothing less than textbooks in computer science.

Source: Wikimedia

During his teenage years, Lutke wasn't just content with disassembling existing games; he was sharpening his own coding skills. In 10th grade, Lutke dropped out of high school and enrolled at the Koblenzer Carl-Benz School to enter an apprenticeship program. During his apprenticeship, Lutke constantly sought to innovate, raising questions that were beyond the scope of the curriculum but vital for the real world. Lutke honed his coding skills in an environment that valued practical knowledge over theoretical learning.

Entrepreneurial Journey Begins

Upon completion of his vocational program in 2000, Lutke worked in various tech roles before moving to Canada in 2002. Without a degree, Lutke failed to land a job and decided to create a business to earn a living. He combined his love for snowboarding and programming, and in 2004, he launched Snowdevil, an online snowboard retail store that he started with Daniel Weinand and Scott Lake. Despite coming up with the idea, Lutke realized that building the actual website was frustrating and the existing web tools were way too clunky. He wished there was a simple, user-friendly tool that could help him create his site. Since he was a programmer by nature, Lutke decided to build his own. 

The Birth of Shopify

Using the programming framework, Rails, Lutke’s site was up and running in 2 months. Despite having a successful first season of selling snowboards, the initial response to Snowdevil’s website garnered more attention from users in the Rails community rather than snowboarders with users asking how they built the site. Lutke saw this as an opportunity to help others create their own site to sell products online and shifted their focus from Snowdevil to a new project. In 2006, Lutke launched Shopify as an uncomplicated and efficient way for businesses to set up online stores. 

Source: Shopify

Despite Shopify's innovative approach to eCommerce, the company initially experienced slow growth, generating a modest $8,000 a month and serving a limited customer base primarily composed of Rails community members and design-savvy individuals from Weinand's network. However, a pivotal shift occurred when the company re-evaluated its pricing model. In an interview, Lutke highlighted this period as a turning point, noting that Shopify's original transaction fee-as-a-percentage-of-sales model actually discouraged businesses from scaling up. Recognizing the flaw, Shopify transitioned to a subscription-based pricing model, while also adding a nominal transaction fee that decreased as the merchant's subscription tier increased. This dual-revenue approach allowed Shopify to continue benefiting from the transactions processed on their platform while simultaneously incentivizing merchants to generate greater sales. This strategic pivot was met with widespread approval and significantly boosted the company's monthly revenue. That same year an angel investor, John Philips, invested $250,000 into Shopify.

Venture Capital Investment

As Shopify began gaining traction, it attracted the attention of other venture capital firms, leading to a Series A funding round of $7 million in 2010, a Series B of $15 million in 2011, and a colossal $100 million Series C in 2013. By the time the company went public in 2015, it had raised over $122 million in venture capital. The influx of investment was tactically deployed into expanding product features, research and development, and customer acquisition, broadening Shopify's appeal beyond its initial niche communities to a global market that included everything from small businesses to Fortune 500 companies. Its financials reflected this growth with Shopify reporting a revenue of $205.2 million in its first year as a publicly-traded company. Its revenue eventually skyrocketed past the $1 billion mark in 2018 and a reported a staggering $2.93 billion in revenue by the end of 2020. Today Shopify’s net worth is at $67.8 billion.

Challenges and Controversies

One significant issue that Shopify deals with has been its policy on the types of stores and merchandise that can use its platform. Shopify has been criticized for hosting stores that sell controversial or potentially harmful products, such as firearms or items promoting hate speech. Although the company updated its Acceptable Use Policy in 2017 to prohibit certain types of content, critics argue that enforcement has been inconsistent. Another area of concern has been data privacy and security, particularly after a 2020 incident in which two Shopify employees were involved in a scheme to obtain customer transaction records from specific stores. The breach raised questions about Shopify's ability to protect user data, compelling the company to revisit and strengthen its internal security measures. These controversies have ignited discussions about the responsibilities and ethical considerations tech companies face, particularly when they provide the infrastructure for a broad swath of commercial activity.

Tobias Lutke exemplifies the transformative power of being able to make necessary changes when an opportunity presents itself. Through vision and timely pivots, Tobias Lutke overcame the traditional path to success, making Shopify an indispensable tool for entrepreneurs.


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