Story
Shopify
Brown-FormanShopify at Brown-Forman: Online Checkout
Brown-Forman, a consumer staples organization in the United States, uses Shopify Markets from Shopify to support digital commerce for ecommerce and payments teams.
Value results
| Category | Value result |
|---|---|
| Productivity | Fewer stalled items because online checkout has a clear owner |
| Productivity | Handoffs in digital commerce sit in a shared queue instead of a mailbox trail |
| Capability | New joiners can see how digital commerce actually runs |
Story
Brown-Forman did not need another dashboard that nobody opened. It needed digital commerce to move. In the United States, ecommerce and payments teams already knew where online checkout went wrong: too many copies, too little ownership, and a close process that waited on the loudest inbox.
Shopify Markets from Shopify is now in that path. Shopify is a commerce platform that lets brands run online stores, checkout, and omnichannel retail on a shared stack. The company treats it as production tooling for digital commerce, which is why ecommerce and payments teams live in it rather than exporting from it once a quarter.
Brown-Forman can show how online checkout is handled today. That is the value: a repeatable way to run digital commerce on software the rest of the industry already recognizes.
