The expansion strategy involved two key steps: first, building a localized product and merchant experience, and second, marketing that experience to the target audience. Building a localized experience meant adapting the software and payment solution to meet the unique needs and preferences of each country or region where it will be used. This could include things like language translation, local currency support, and compliance with local regulations and payment methods.
Marketing the product involved promoting it to potential merchants in each region. This involved running targeted advertising campaigns, partnering with local partners or multipliers, and leveraging existing networks or merchant bases to reach new audiences. The ultimate goal of the expansion was to increase the adoption of Shopify's POS and payment solution in new markets and helping merchants take full advantage of Shopify's omni-channel solution.