Shopify is the subscription-based self-serve Ecommerce platform currently turning the market on its head in terms of the capabilities and reach of smaller online Retailers. Founded in 2006 to cater largely for hobby retailers (e.g. individuals who sell part-time through platforms such as Amazon Marketplace, eBay, or Etsy), the platform has grown to be the system of choice for a growing number of established and high-performing retailers in both the B2B and B2C markets.