In a leaked internal memo, Shopify CEO Tobi Lütke made a decisive declaration: Artificial intelligence is no longer optional at the ecommerce technology company.
The internal memo, widely circulated online April 7, mandates company-wide adoption of AI tools and integration into workflows, signaling a sweeping cultural and strategic shift at one of the world’s leading commerce platforms.
“Reflexive AI usage is now a baseline expectation at Shopify,” Lütke wrote.
Employees are now required to justify why a task cannot be completed using AI before requesting additional resources. AI competency will also become a formal part of performance reviews and hiring decisions.
“We don’t have additional commentary to share beyond Tobi’s detailed memo,” a Shopify spokesperson told Digital Commerce 360.
In North America, 117 of the Top 2000 online retailers use Shopify as their ecommerce platform. The Top 2000 is Digital Commerce 360’s database of the largest online retailers in the region by their annual ecommerce sales. In 2024, those 117 online retailers combined for more than $9.78 billion in web sales.
Shopify CEO’s internal memo on AI
The Shopify CEO’s internal memo marks a new chapter in the software provider’s evolution, positioning AI not as a support tool, but as a core capability. Lütke emphasized that AI is a “multiplier,” capable of delivering exponential productivity gains, especially when leveraged by high-performing teams. He noted that AI is already transforming how Shopify prototypes solves problems and approaches entrepreneurship.
Shopify already offers a wide range of AI tools built directly into its platform, including product recommendation engines, personalized marketing automation, and advanced analytics. Many of these features are available by default, while others can be accessed via the Shopify App Store, giving merchants scalable access to intelligent commerce solutions.
While many tech leaders have embraced AI in recent years, Lütke’s directive is among the most explicit corporate mandates to date.
“Stagnation is slow-motion failure,” he wrote, warning employees that opting out of AI fluency is not a viable path forward.
Shopify’s AI push aligns with broader industry trends, as companies race to harness automation and intelligent systems to remain competitive. Lütke’s message: In a fast-evolving digital economy, adaptation is survival.
“AI will totally change Shopify, our work, and the rest of our lives,” he concluded. “We’re all in on this.”
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