Why Do People Start Shopify Stores on a Lunch Break?

Tobi Lütke says Shopify wants entrepreneurship to be more common and easier to reach, closer to a plan A than only a plan B. The number one moment for starting a business on Shopify is the lunch break in the local time zone. People sign up then to try a career plan they have been thinking about, after a bad meeting, news that someone is losing a job, a friend leaving, or some other dissatisfaction.

They may learn something. They may catch lightning in a bottle if other people want to place orders. Reaching for independence can turn into a business, and it does not have to be a large one. It can be exactly the thing they wanted to have. That is the outcome he wants to see more of.