Archie Abrams is the VP of Product and Head of Growth at Shopify, where he leads a 600+ person growth org across product, design, engineering, data, ops, and growth marketing. Shopify powers over 10% of e-commerce in the United States, with $235 billion in GMV in 2023 (roughly the size of Finland’s economy). He previously led Consumer product and growth at Lyft and was at Udemy for 8 years as SVP of Product having joined the company when it was 10 people. In our conversation, we discuss: • Why Shopify optimizes for churn • Why the core product team doesn’t use metrics-based goals • Why they keep multi-year experiment holdouts • How they structure their growth team • The benefits of not having a CMO • Lessons learned about integrating sales into a product-led growth model • The power of discounting as a growth lever • Much more — Brought to you by: • Explo—Embed customer-facing analytics in your product • Dovetail—The customer insights hub for product teams — Find the transcript at: lennysnewsletter.com/p/shopifys… — Where to find Archie Abrams: • X: x.com/archieabrams • LinkedIn: linkedin.com/in/archie-abrams-b… — Where to find Lenny: • Newsletter: lennysnewsletter.com • X: twitter.com/lennysan • LinkedIn: linkedin.com/in/lennyrachitsky — In this episode, we cover: — Referenced: • Shopify: • Tobias Lütke on LinkedIn: • Gross Merchandise Value: Calculation and Best Practices: • Brian Chesky’s new playbook: • Glen Coates on LinkedIn: • Harley Finkelstein on LinkedIn: • Udemy: • Scientific Advertising: • Four-Minute Mile: • The Sopranos on HBO: • Suno: — Production and marketing by . For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com. — Lenny may be an investor in the companies discussed.