Show summary Hide summary
- Why brands are choosing Substack as their long-form channel
- Shopify’s play: join the entrepreneurship conversation
- What readers can expect from “In Stock”
- How “In Stock” fits within Shopify’s content ecosystem
- Using commerce data to tell timely stories
- Collaboration, community and audience feedback
- Brands experimenting: sponsored posts and new ad buyers
- Challenges: standing out and staying consistent
- Best practices brands are testing on Substack
- Next moves and open questions for Shopify and peers
Shopify has quietly entered the Substack arena with a new newsletter called “In Stock,” joining a wave of consumer brands that have used the platform to tell longer stories and deepen relationships with customers. The move positions Shopify alongside fashion and beauty names that have already embraced Substack, but it also raises fresh questions about how a major e-commerce platform will distinguish itself in an increasingly crowded inbox.
Why brands are choosing Substack as their long-form channel
Substack has become a favored channel for brands seeking direct access to audiences outside social feeds. The platform’s appeal lies in sustained, long-form storytelling and inbox intimacy. In the past year, fashion and beauty companies have led the migration, expanding the category’s footprint on Substack.
Arkansas’ Darius Acuff Jr. earns rare Kyrie Irving comp from Bill Simmons
Sean Penn awarded Oscar forged from war-damaged Ukrainian train: he skipped the ceremony
- Notable brand launches include American Eagle, Rare Beauty, The RealReal and Nike.
- Retailers and consumer companies are testing both editorial newsletters and sponsored posts.
- Brands see Substack as a place to share founder stories, explain product moves and surface deeper values.
But the platform is not a simple marketing tap. Several brands have struggled to maintain a steady publishing rhythm after initial launches. Gaps in posting have raised doubts about whether some companies view Substack as a long-term channel or a one-off experiment.
Shopify’s play: join the entrepreneurship conversation
For Shopify, joining Substack was driven by the platform’s role as a forum for entrepreneurs. The company’s communications leaders saw conversations among merchants and founders already happening on Substack and wanted Shopify to be part of them. The new newsletter aims to be more personal and less corporate than typical press releases.
“In Stock” seeks to spotlight real merchant strategies and first-person experiences. Its goal is not direct sales, but rather to surface stories that help entrepreneurs learn and act.
What readers can expect from “In Stock”
The newsletter mixes recurring features with profile-driven pieces. Early installments include:
- Decoded-style explainers that break down how merchants achieve growth.
- Q&A interviews with brand founders and operators.
- First-person essays from entrepreneurs sharing lessons and failures.
Shopify intends the voice to be more relaxed and exploratory than its newsroom output. The company is positioning the Substack as a complement to, not a replacement for, its existing content channels.
How “In Stock” fits within Shopify’s content ecosystem
Shopify already publishes a range of content: guides on the Shopify Blog, product and engineering write-ups, resource hubs, and podcasts. The Substack adds a narrative layer to that mix.
- The newsletter is authored by a small communications team.
- Future pieces will include contributions from internal experts across the company.
- Frequency is set at twice weekly, and subscriptions are free for now.
By using named bylines and varied formats, Shopify aims to make the newsletter feel more like a magazine and less like corporate updates.
Using commerce data to tell timely stories
One advantage Shopify brings is a vast dataset from millions of merchants. The company plans to turn that data into story hooks and trend reporting. Early experiments include a data series that surfaces products gaining momentum across Shopify-powered stores in near real time.
Data-driven features can help entrepreneurs spot opportunity, while guiding consumers to rising independent brands. Shopify sees this as a practical way to turn raw commerce signals into useful narratives.
Collaboration, community and audience feedback
Shopify plans to use Substack’s native tools to learn from readers. Notes, comments and polls will help the team iterate on topics and formats. The company also expects to partner with independent Substack authors to co-write or invite guest contributions rather than relying solely on sponsorships.
- Interactive features will inform editorial choices.
- Guest posts and co-authored pieces are in the pipeline.
- Audience signals will determine which series get expanded.
Brands experimenting: sponsored posts and new ad buyers
Substack’s growth has created opportunities beyond owned newsletters. Big brands are buying sponsorships or sponsoring posts in popular independent newsletters. That shift shows marketers view Substack both as an editorial channel and an advertising inventory.
- Retailers and consumer brands have sponsored posts in high-readership newsletters.
- Sponsorships can amplify reach while preserving editorial depth.
Challenges: standing out and staying consistent
Launching a newsletter is easier than keeping it relevant. Editors say cadence matters. Substack recommends a predictable schedule—about one post a week—as a baseline for retention. Brands that post sporadically risk subscriber disengagement.
Observers note large companies may struggle with the platform’s expectation of intimacy. Substack readers usually seek direct relationships with writers in their inbox. That dynamic can clash with the scale and tone of major corporate brands.
- Consistency helps build trust and habit.
- Authentic, writer-led voices resonate more than anonymous corporate dispatches.
- Choosing the right channel matters: some firms may reach their audience better on LinkedIn or industry platforms.
Best practices brands are testing on Substack
Successful brand newsletters tend to do a few things well:
- Publish regularly and reliably.
- Offer behind-the-scenes or actionable content, not just promotions.
- Use named authors and diverse formats to create a human connection.
- Lean into data or niche expertise to provide unique value.
Examples from the platform show that brands who commit to a steady editorial program maintain higher engagement.
Next moves and open questions for Shopify and peers
Shopify’s Substack experiment will likely evolve with audience feedback. The company is exploring guest collaborations and new storytelling formats. For large brands, the key tests will be whether they can preserve authenticity while scaling output.
Finding the line between polished corporate content and intimate writer-led storytelling remains the central challenge. As more brands enter Substack, differentiation will depend on voice, frequency and the ability to turn unique insights into readable, actionable stories.
