Journey mapping research

Identifying gaps and opportunities in the merchant and partner journey


The Challenge

Shopify engaged us to understand how to meet growing customer expectations and ensure every customer journey is smooth, no matter where they are in the buying cycle.

The Journey

In partnership with Chello, a brand and content agency, we undertook extensive research among Shopify and Plus merchants in North America, Asia, and ANZ. For each market, we wanted to understand the full merchant lifecycle from awareness, consideration, adoption and retention.

The Result

The findings mapped the pain points and gaps along the journey of Shopify’s SME merchants and Plus’ enterprise merchants. Findings helped Shopify to improve marketing, processes, communication, and merchant engagement. 


We loved working with the team at The Curious Co! They were efficient, easy to work with, and quick to understand our partner needs. We valued their ability to extract insights right across our partner network in APAC, including partners from Singapore, Hong Kong, Malaysia, the Philippines, India, and Japan. The insights helped us shape tailored marketing approaches and improve our partner offering

Yeemun Tsang
APAC Partner Marketing Lead, Shopify

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