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Every course you take is one small step for your skills, one giant leap for your future.

Shopify Academy features courses for Partners, Merchants, and Developers exploring the Shopify ecosystem.

World class education for global commerce

Educational excellence

Developed by learning professionals and Shopify experts

Backed by data

Designed using educational data science

Upskill for industry

Focused on topics relevant to today’s commerce landscape.

Learner-centered

Choose your own path, learn at your own pace.

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The Community is an ideal place to discuss ideas, ask and answer questions, and establish yourself as an expert in the Shopify ecosystem.

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Shopify Foundations
Shopify Foundations
The Foundations learning path is designed to educate and empower Partners who support Merchants.
FREE
8 Courses
Foundations Learning Path
Upgrade Shopify Checkout
Product Education learning path designed to help grow your knowledge in checkout extensibility and customizing Shopify Checkout.
FREE
2 Courses
Learning Path Checkout
Getting started with selling Shopify Retail
Getting started with selling Shopify Retail
This course will teach you how to talk about Shopify POS’s features and benefits to retail merchants.
FREE
Courses Partners Point of Sale Retail
Headless at Shopify for Developers Certification
Headless at Shopify for Developers Certification
This proctored exam tests your knowledge of the Headless at Shopify for Developers learning path content.
$199
Exam AI_PROCTORED
Foundations Certification
Foundations Certification
This proctored exam tests your knowledge of the Shopify Foundations learning path content.
$99
90 min
Exam AI_PROCTORED
Liquid Storefronts for Theme Developers Certification
Liquid Storefronts for Theme Developers Certification
This proctored exam tests learner knowledge of the Liquid Storefronts for Theme Developers Certification course content.
$99
Exam AI_PROCTORED
Scale your shipping strategy
Scale your shipping strategy
This course explores consumer expectations for shipping, how to develop the right shipping strategy for your business, and how to put your strategy into action.
FREE
37 mins
Courses
Sell in China with Social Media
Sell in China with Social Media
In this pre-recorded webinar, learn tips to sell into China by leveraging their digital ecosystem and social media
FREE
0 hr 59 min
Internationalization Shopify Plus Webinar Plus Academy
Onsite Cart Abandonment Strategies
Onsite Cart Abandonment Strategies
Learn hands-on tactics to convert more customers through abandoned cart recovery
FREE
5 min
Marketing and Sales Courses Shopify Plus Plus Academy
Recruiting the Best Talent
Recruiting the Best Talent
In this pre-recorded webinar, learn from Steph Corker of the Corker Collective on how to recruit the best talent
FREE
32 min
Operations Shopify Plus Webinar Plus Academy
How to Go Global
How to Go Global
New course! Product Manager Cole Atkinson teaches you how to use key Shopify products including Markets to sell cross border
FREE
26 min
Internationalization Courses Shopify Plus Plus Academy
Email Marketing Strategies for Ecommerce
Email Marketing Strategies for Ecommerce
Use email effectively in your ecommerce marketing strategy
FREE
18 min
Marketing and Sales Courses Shopify Plus Plus Academy
Increase Your Selling Power with Marketplaces
Increase Your Selling Power with Marketplaces
Discover how Marketplaces can help you grow your audience and expand into new international markets.
FREE
57 min
Marketing and Sales Courses Shopify Plus Plus Academy
The Five Reasons why your Ecommerce Business is a Cash-Eating Monster
The Five Reasons why your Ecommerce Business is a Cash-Eating Monster
In this pre-recorded webinar, learn from Jason Andrew of SBO Financial on how to run a more profitable business
FREE
56 min
Operations Shopify Plus Webinar Plus Academy
Getting Started on Shopify Plus
Getting Started on Shopify Plus
Learn about Shopify Plus exclusive features, education and community resources.
FREE
30 min
Courses Shopify Plus Getting started Plus Academy Recently Updated
Search Engine Optimization
Search Engine Optimization
Join the Shopify Merchant Success team as they discuss tactics to improve your store’s search engine optimization (SEO)
FREE
58 min
Marketing and Sales Shopify Plus Webinar Plus Academy
Boost Sales with Customer Value Optimization
Boost Sales with Customer Value Optimization
Learn how to generate more revenue per visitor and per customer. Explore specific tactics to increase conversion rates, average order values, and repeat purchases.
FREE
91 min
Courses Shopify Plus Plus Academy
Misconceptions on ERP and Fulfillment
Misconceptions on ERP and Fulfillment
Learn how to select the right tools to power up your business
FREE
Operations Shopify Plus Webinar Plus Academy
Recreate real-life in-store experiences with 3D models and augmented reality
Recreate real-life in-store experiences with 3D models and augmented reality
Improve conversion rates by implementing 3D models and videos
FREE
12 min
Store Design Courses Shopify Plus Plus Academy
Launching on Shopify Plus
Launching on Shopify Plus
Learn how to plan and execute your migration and setup on Shopify Plus
FREE
30 min
Courses Shopify Plus Getting started Plus Academy
How to grow a successful B2B business on Shopify
How to grow a successful B2B business on Shopify
In this 60-minute event, you’ll learn how to successfully grow a B2B business on Shopify. Hear it live from Greg Macdonald, CEO and Founder of Bathorium, and Lizzie Scolari, Product Marketing Manager at Shopify.
FREE
58 min
Marketing and Sales Shopify Plus Webinar Plus Academy
Getting Started on Shop
Getting Started on Shop
Your customers are already on Shop, you just need to meet them there. Watch these short videos to understand how you can leverage Shop’s features to re-engage your most valuable customers.
FREE
7 min
Courses Shopify Plus Getting started Plus Academy
Click and Mortar - Retail Omnichannel 101
Click and Mortar - Retail Omnichannel 101
Join members of the Retail Product Consultation team as we walk you through the foundations of omnichannel strategy and how it pertains to your brick and mortar space.
FREE
49 min
Operations Shopify Plus Webinar Plus Academy
Create a Sustainable Business: How to Build and Scale a Social Enterprise
Create a Sustainable Business: How to Build and Scale a Social Enterprise
Learn about the tools you need to assess your business and take steps to inject sustainability into your company.
FREE
27 min
Operations Courses Shopify Plus Plus Academy
The Value of Social Listening
The Value of Social Listening
Learn the value of social listening and how to leverage what you "hear" to grow your business
FREE
29 min
Marketing and Sales Shopify Plus Webinar Plus Academy
Getting Started with Online Store 2.0
Getting Started with Online Store 2.0
Learn about the features you can leverage with Shopify's new Online Store offering
FREE
12 min
Store Design Courses Shopify Plus Plus Academy
Shopify Tools to Accelerate your Social Commerce
Shopify Tools to Accelerate your Social Commerce
New course! Understand the available Shopify social tools and how they fit into your business's social strategy.
FREE
12 min
Marketing and Sales Courses Shopify Plus Plus Academy
TikTok x Cheekbone Beauty Case Study:  Optimizing Paid Campaigns on TikTok
TikTok x Cheekbone Beauty Case Study: Optimizing Paid Campaigns on TikTok
Follow along with Plus merchant, Cheekbone Beauty, as the TikTok Creative Team conducts an audit of their current TikTok strategy.
FREE
40 min
Marketing and Sales Courses Shopify Plus Case Study
How to Use Shopify Flow to Automate your Business
How to Use Shopify Flow to Automate your Business
Build custom workflows to help manage everything from inventory, to loyalty programs, to fraud protection.
FREE
23 min
Courses Shopify Plus Getting started Plus Academy
Creating an Optimal Ecommerce Search Experience
Creating an Optimal Ecommerce Search Experience
Design and UX best practices to optimize your search experience
FREE
19 min
Store Design Courses Shopify Plus Plus Academy
How to Drive Sales with your Customer Support Team with Gorgias
How to Drive Sales with your Customer Support Team with Gorgias
Walk through tactics to increase conversion by leveraging your support team
FREE
Marketing and Sales Shopify Plus Webinar Plus Academy
Headless at Shopify for Business Consultants Certification
Headless at Shopify for Business Consultants Certification
This proctored exam tests your knowledge of the Headless at Shopify for Business Consultants learning path content.
$99
Exam AI_PROCTORED
Customer Service Training: Role-Specific Onboarding
Customer Service Training: Role-Specific Onboarding
Learn how to efficiently handle customer service requests on Shopify
FREE
14 min
Courses Shopify Plus Plus Academy
User Experience and Optimization
User Experience and Optimization
Join the Shopify Merchant Success Team as they cover how to optimize the user experience (UX) of your store.
FREE
55 min
Store Design Shopify Plus Webinar Plus Academy
Creating an Inclusive Online Experience
Creating an Inclusive Online Experience
Best practices for accessible web design
FREE
6 min
Store Design Courses Shopify Plus Plus Academy
Build a Referral Program to Drive Customer Acquisition
Build a Referral Program to Drive Customer Acquisition
Explore how to build a referral program into your ecommerce business to generate leads and sales
FREE
10 min
Marketing and Sales Shopify Plus Plus Academy
Omni-Channel Retailing
Omni-Channel Retailing
Develop an omni-channel strategy by understanding what medium your customers are using. Reduce the path to conversion by leveraging the channels most natural to them.
FREE
34 min
Marketing and Sales Courses Shopify Plus Plus Academy
Optimizing Site Speed for Wild Fork Foods with Diff Agency
Optimizing Site Speed for Wild Fork Foods with Diff Agency
Walk through the execution of a site speed audit with Shopify Partner DIFF.
FREE
0 hr 11 min
Store Design Shopify Plus Webinar Plus Academy
Grow your Business with Data Analysis
Grow your Business with Data Analysis
Understand your customers and what motivates their behavior. Learn how to draw insights from data to better inform your business decisions.
FREE
113 min
Operations Courses Shopify Plus Plus Academy
Migrating from the Plus Wholesale Channel to B2B on Shopify
Migrating from the Plus Wholesale Channel to B2B on Shopify
A new wholesale migration tool
FREE
Site Speed Optimization
Site Speed Optimization
Join the Shopify Merchant Success team and a Performance Expert as they discuss tactics to improve your store’s site speed
FREE
61 min
Shopify Plus Webinar Plus Academy
First Day To First Sale
First Day To First Sale
In this free course, you'll learn how to build an online business with Shopify’s industry-leading ecommerce platform. Get all the knowledge you need to share your product with the world and start making money online.
FREE
Build With Us: B2B
Build With Us: B2B
In this session, get a better understanding of B2B on Shopify and how you can expand your reach and simplify operations.
FREE
1 Hour
Shopify Plus B2B Webinar Plus Academy
Site Audit Walkthrough
Site Audit Walkthrough
Walk through an 8 minute site audit of the 6 key areas to focus on when optimizing your ecommerce site for conversion.
FREE
Store Design Courses
How to Optimize your Page and Site Speed
How to Optimize your Page and Site Speed
Improve your page and site speed with actionable tips you can implement yourself immediately, as well as more complex strategies you can address with your developer to
FREE
22 min
Store Design Courses Shopify Plus Plus Academy
Headless at Shopify for Developers
Headless at Shopify for Developers
Understand Shopify’s custom storefront solutions and learn best practices to guide clients through all phases of headless implementation.
FREE
4 Courses
Learning Path Custom Storefronts
Headless at Shopify for Business Consultants
Headless at Shopify for Business Consultants
Understand Shopify’s custom storefront solutions and learn best practices to guide clients through all phases of headless implementation.
FREE
2 Courses
Learning Path Custom Storefronts
Dropshipping 101: Build your first online store
Dropshipping 101: Build your first online store
With Dropshipping 101, you can start your first online business in just a few clicks. You read that right.
FREE
2 hours 9 mins
Courses
Build a Print-on-Demand Empire
Build a Print-on-Demand Empire
Print-on-Demand is one of the fastest growing business models for ecommerce entrepreneurs.
FREE
2 hours 41 mins
Courses
SEO Training for Beginners
SEO Training for Beginners
This course is designed for ecommerce entrepreneurs who want to learn the fundamentals fast.
FREE
1 hour 1 min
Courses
Getting Started with Shopify
Getting Started with Shopify
Shopify will grow with you from Day 1.
FREE
1 hour 33 mins
Courses Entrepreneurship
How to Increase Customer Conversions with Shopify POS
How to Increase Customer Conversions with Shopify POS
5 features a retailer may want to use to increase their efficiency and in-store conversion.
FREE
40 min
Courses Point of Sale
Liquid Storefronts for Theme Developers
Liquid Storefronts for Theme Developers
This learning path will teach you how to optimize a Shopify theme using Liquid and provide you with knowledge and skills to create exceptional user experiences
FREE
2 Courses
Learning Path Liquid
Conversion Optimization: Checkout
Conversion Optimization: Checkout
Introduction to Conversion Optimization: Checkout Experience
FREE
40 min
Courses Checkout
Product Education: Customizing Shopify Checkout
Product Education: Customizing Shopify Checkout
Customize Shopify checkout with Checkout Extensibility features.
FREE
60 min
Courses Checkout
Product Education: Upgrading to Checkout Extensibility
Product Education: Upgrading to Checkout Extensibility
Help existing Plus merchants upgrade from checkout.liquid to checkout extensibility.
FREE
60 min
Courses Checkout
Introduction to headless storefronts solutions
Introduction to headless storefronts solutions
Explore custom storefront solutions available to Shopify merchants, including features and benefits of Hydrogen, Oxygen, and the Storefront API.
FREE
Courses Partners
Planning and implementing a custom storefront
Planning and implementing a custom storefront
Learn best practices for managing a client relationship through each phase of a custom storefront implementation on Shopify.
FREE
Courses Partners
Introduction to Shopify Liquid
Introduction to Shopify Liquid
Learn Shopify theme development fundamentals, including how to choose and install a theme, make customizations using the theme editor, and when and how to make minor code changes.
FREE
Courses Liquid
Liquid Optimization for Theme Development
Liquid Optimization for Theme Development
Learn how to optimize a Shopify theme using Liquid, including best practices for performance, design, accessibility, and apps.
FREE
Courses Liquid
Hydrogen best practices
Hydrogen best practices
Learn best practices to optimize a custom storefront
FREE
Courses Custom Storefronts
Build a custom storefront with Hydrogen
Build a custom storefront with Hydrogen
Discover how to build essential ecommerce storefront pages using Hydrogen and the Mock.shop API.
FREE
Courses Custom Storefronts
Storefront API customization
Storefront API customization
Understand the purpose, structure, and capabilities of the Storefront API
FREE
Courses Custom Storefronts
Introduction to custom storefronts for developers
Introduction to custom storefronts for developers
Learn about Shopify’s headless framework, tooling, and hosting options.
FREE
Courses Custom Storefronts
Foundations: Introduction to Shopify Plus
Foundations: Introduction to Shopify Plus
Learn about the Shopify Plus plan, the Shopify Plus Partner Program and how its offerings help merchants succeed, and how to identify and refer prospective Shopify Plus merchants.
FREE
120 min
Courses Plus Partners Merchants
Foundations: Introduction to Product Development Opportunities
Foundations: Introduction to Product Development Opportunities
Learn about how third-party developers can use their skill sets to assist merchants and earn revenue within the Shopify ecosystem.
FREE
180 min
Courses Partners Merchants Apps Developer Tools Themes Custom Storefront/Headless
Foundations: Shopify Data & Analytics 101
Foundations: Shopify Data & Analytics 101
Learn how data and analytics are used on the Shopify platform and how Partners can use these tools to help merchants improve their business.
FREE
180 min
Courses Partner Merchant Analytics & Reporting
Foundations: Introduction to POS & Retail
Foundations: Introduction to POS & Retail
Learn the features, benefits, and positioning of Shopify’s Point of Sale (POS) systems as well as the target audience for POS.
FREE
180 min
Courses New Partners Merchants Selling Options Point of Sale Inventory Management
Foundations: Shopify 101
Foundations: Shopify 101
Learn about Shopify’s mission and values, the Shopify platform, and how Partners fit into the Shopify ecosystem and impact merchant success.
FREE
90 min
Courses New Introductory Novice Partner Core Merchants
Foundations: Introduction to Cross-Border Selling
Foundations: Introduction to Cross-Border Selling
Learn about cross-border selling, the features and benefits of the tools Shopify offers to support it, and which merchants are a good fit for this kind of selling.
FREE
120 min
Courses Partner Merchants Selling Options Markets Global Expansion
Foundations: Introduction to Working With Merchants
Foundations: Introduction to Working With Merchants
Learn about building trust with merchants and how it affects their success, how to help merchants set goals for their business, and how to work with Shopify teams to support merchants on their entrepreneurial journey.
FREE
50 min
Courses Partners Merchants
Foundations: Introduction to Marketing
Foundations: Introduction to Marketing
Learn about marketing best practices for ecommerce, how Shopify supports marketing, and how Partners can help merchants with marketing strategy and execution.
FREE
120 min
Courses Partners Merchants Marketing
Product Education: Customizing Shopify Checkout
Product Education: Customizing Shopify Checkout
Customize Shopify checkout with Checkout Extensibility features.
FREE
60 min
Courses Checkout
Product Education: Upgrading to Checkout Extensibility
Product Education: Upgrading to Checkout Extensibility
Help existing Plus merchants upgrade from checkout.liquid to checkout extensibility.
FREE
60 min
Courses Checkout
Introduction to headless storefronts solutions
Introduction to headless storefronts solutions
Explore custom storefront solutions available to Shopify merchants, including features and benefits of Hydrogen, Oxygen, and the Storefront API.
FREE
Courses Partners
Planning and implementing a custom storefront
Planning and implementing a custom storefront
Learn best practices for managing a client relationship through each phase of a custom storefront implementation on Shopify.
FREE
Courses Partners
Introduction to Shopify Liquid
Introduction to Shopify Liquid
Learn Shopify theme development fundamentals, including how to choose and install a theme, make customizations using the theme editor, and when and how to make minor code changes.
FREE
Courses Liquid
Liquid Optimization for Theme Development
Liquid Optimization for Theme Development
Learn how to optimize a Shopify theme using Liquid, including best practices for performance, design, accessibility, and apps.
FREE
Courses Liquid
Hydrogen best practices
Hydrogen best practices
Learn best practices to optimize a custom storefront
FREE
Courses Custom Storefronts
Build a custom storefront with Hydrogen
Build a custom storefront with Hydrogen
Discover how to build essential ecommerce storefront pages using Hydrogen and the Mock.shop API.
FREE
Courses Custom Storefronts
Storefront API customization
Storefront API customization
Understand the purpose, structure, and capabilities of the Storefront API
FREE
Courses Custom Storefronts
Introduction to custom storefronts for developers
Introduction to custom storefronts for developers
Learn about Shopify’s headless framework, tooling, and hosting options.
FREE
Courses Custom Storefronts
Foundations: Introduction to Shopify Plus
Foundations: Introduction to Shopify Plus
Learn about the Shopify Plus plan, the Shopify Plus Partner Program and how its offerings help merchants succeed, and how to identify and refer prospective Shopify Plus merchants.
FREE
120 min
Courses Plus Partners Merchants
Foundations: Introduction to Product Development Opportunities
Foundations: Introduction to Product Development Opportunities
Learn about how third-party developers can use their skill sets to assist merchants and earn revenue within the Shopify ecosystem.
FREE
180 min
Courses Partners Merchants Apps Developer Tools Themes Custom Storefront/Headless
Foundations: Shopify Data & Analytics 101
Foundations: Shopify Data & Analytics 101
Learn how data and analytics are used on the Shopify platform and how Partners can use these tools to help merchants improve their business.
FREE
180 min
Courses Partner Merchant Analytics & Reporting
Foundations: Introduction to POS & Retail
Foundations: Introduction to POS & Retail
Learn the features, benefits, and positioning of Shopify’s Point of Sale (POS) systems as well as the target audience for POS.
FREE
180 min
Courses New Partners Merchants Selling Options Point of Sale Inventory Management
Foundations: Shopify 101
Foundations: Shopify 101
Learn about Shopify’s mission and values, the Shopify platform, and how Partners fit into the Shopify ecosystem and impact merchant success.
FREE
90 min
Courses New Introductory Novice Partner Core Merchants
Foundations: Introduction to Cross-Border Selling
Foundations: Introduction to Cross-Border Selling
Learn about cross-border selling, the features and benefits of the tools Shopify offers to support it, and which merchants are a good fit for this kind of selling.
FREE
120 min
Courses Partner Merchants Selling Options Markets Global Expansion
Foundations: Introduction to Working With Merchants
Foundations: Introduction to Working With Merchants
Learn about building trust with merchants and how it affects their success, how to help merchants set goals for their business, and how to work with Shopify teams to support merchants on their entrepreneurial journey.
FREE
50 min
Courses Partners Merchants
Foundations: Introduction to Marketing
Foundations: Introduction to Marketing
Learn about marketing best practices for ecommerce, how Shopify supports marketing, and how Partners can help merchants with marketing strategy and execution.
FREE
120 min
Courses Partners Merchants Marketing
Product Education: Customizing Shopify Checkout
Product Education: Customizing Shopify Checkout
Customize Shopify checkout with Checkout Extensibility features.
FREE
60 min
Courses Checkout
Product Education: Upgrading to Checkout Extensibility
Product Education: Upgrading to Checkout Extensibility
Help existing Plus merchants upgrade from checkout.liquid to checkout extensibility.
FREE
60 min
Courses Checkout
Introduction to headless storefronts solutions
Introduction to headless storefronts solutions
Explore custom storefront solutions available to Shopify merchants, including features and benefits of Hydrogen, Oxygen, and the Storefront API.
FREE
Courses Partners
Planning and implementing a custom storefront
Planning and implementing a custom storefront
Learn best practices for managing a client relationship through each phase of a custom storefront implementation on Shopify.
FREE
Courses Partners
Introduction to Shopify Liquid
Introduction to Shopify Liquid
Learn Shopify theme development fundamentals, including how to choose and install a theme, make customizations using the theme editor, and when and how to make minor code changes.
FREE
Courses Liquid
Liquid Optimization for Theme Development
Liquid Optimization for Theme Development
Learn how to optimize a Shopify theme using Liquid, including best practices for performance, design, accessibility, and apps.
FREE
Courses Liquid
Hydrogen best practices
Hydrogen best practices
Learn best practices to optimize a custom storefront
FREE
Courses Custom Storefronts
Build a custom storefront with Hydrogen
Build a custom storefront with Hydrogen
Discover how to build essential ecommerce storefront pages using Hydrogen and the Mock.shop API.
FREE
Courses Custom Storefronts
Storefront API customization
Storefront API customization
Understand the purpose, structure, and capabilities of the Storefront API
FREE
Courses Custom Storefronts
Introduction to custom storefronts for developers
Introduction to custom storefronts for developers
Learn about Shopify’s headless framework, tooling, and hosting options.
FREE
Courses Custom Storefronts
Foundations: Introduction to Shopify Plus
Foundations: Introduction to Shopify Plus
Learn about the Shopify Plus plan, the Shopify Plus Partner Program and how its offerings help merchants succeed, and how to identify and refer prospective Shopify Plus merchants.
FREE
120 min
Courses Plus Partners Merchants
Foundations: Introduction to Product Development Opportunities
Foundations: Introduction to Product Development Opportunities
Learn about how third-party developers can use their skill sets to assist merchants and earn revenue within the Shopify ecosystem.
FREE
180 min
Courses Partners Merchants Apps Developer Tools Themes Custom Storefront/Headless
Foundations: Shopify Data & Analytics 101
Foundations: Shopify Data & Analytics 101
Learn how data and analytics are used on the Shopify platform and how Partners can use these tools to help merchants improve their business.
FREE
180 min
Courses Partner Merchant Analytics & Reporting
Foundations: Introduction to POS & Retail
Foundations: Introduction to POS & Retail
Learn the features, benefits, and positioning of Shopify’s Point of Sale (POS) systems as well as the target audience for POS.
FREE
180 min
Courses New Partners Merchants Selling Options Point of Sale Inventory Management
Foundations: Shopify 101
Foundations: Shopify 101
Learn about Shopify’s mission and values, the Shopify platform, and how Partners fit into the Shopify ecosystem and impact merchant success.
FREE
90 min
Courses New Introductory Novice Partner Core Merchants
Foundations: Introduction to Cross-Border Selling
Foundations: Introduction to Cross-Border Selling
Learn about cross-border selling, the features and benefits of the tools Shopify offers to support it, and which merchants are a good fit for this kind of selling.
FREE
120 min
Courses Partner Merchants Selling Options Markets Global Expansion
Foundations: Introduction to Working With Merchants
Foundations: Introduction to Working With Merchants
Learn about building trust with merchants and how it affects their success, how to help merchants set goals for their business, and how to work with Shopify teams to support merchants on their entrepreneurial journey.
FREE
50 min
Courses Partners Merchants
Foundations: Introduction to Marketing
Foundations: Introduction to Marketing
Learn about marketing best practices for ecommerce, how Shopify supports marketing, and how Partners can help merchants with marketing strategy and execution.
FREE
120 min
Courses Partners Merchants Marketing