Shopify: Tobias Lütke. How a snowboarder built a $150 billion business (2019)
This episode of 'How I Built This' features Guy Raz's 2019 conversation with Tobias Lütke, co-founder and CEO of Shopify. Lütke recounts how a German programmer with ADHD and dyslexia moved to Canada, tried to build an online snowboard store, couldn't find adequate e-commerce software, and ended up building what became a $150 billion platform powering billions in monthly commerce.
Summary
The episode is a revisited 2019 interview with Tobias (Toby) Lütke, co-founder and CEO of Shopify. Guy Raz traces Lütke's journey from a struggling student in Koblenz, Germany, diagnosed with ADHD and dyslexia, who found traditional schooling incompatible with his learning style. Rather than continuing formal education after 10th grade, Lütke joined a German apprenticeship program and began programming at age 17 at a Siemens subsidiary, where he was drawn to a small team of unconventional engineers. He fell in love with programming and snowboarding almost simultaneously.
Around 2000, Lütke visited Whistler, Canada on a snowboarding trip where he met his future wife, Fiona. By 2002, he followed her to Ottawa, Canada, where he discovered he couldn't legally work for a local employer due to immigration status, but could start his own business. This constraint, combined with his passion for snowboarding, led him and co-founder Scott Lake to launch 'Snow Devil,' an online snowboard store in 2004. When Lütke couldn't find adequate off-the-shelf e-commerce software, he spent roughly two and a half months building his own using the Ruby programming language — including a novel Ruby on Rails framework — while living at his in-laws' house and working from coffee shops.
Snow Devil performed well commercially, quickly recouping the $40,000 CAD combined investment from Lütke and Lake. However, Lütke noticed that other entrepreneurs were emailing him asking to license the software he had built. By spring 2005, he and Scott made the pivotal decision to pivot from selling snowboards to selling the software platform itself, which they named Shopify (a portmanteau of 'shop' and 'simplify'). They launched Shopify in 2006 with around 4,000–5,000 email subscribers and initially offered it for free, monetizing via a percentage of sales before switching to a subscription model — a change Lütke famously made the night before his wedding.
In 2008, Scott Lake departed, leaving Lütke as reluctant CEO — a role he felt ill-suited for given his engineering identity. He traveled to Silicon Valley, staying at a youth hostel and biking to VC meetings, where he received term sheets but declined them partly because they required relocating to California. The 2008 global financial crisis, which Lütke feared would destroy the company, paradoxically accelerated Shopify's growth as newly unemployed people turned to entrepreneurship. By 2009, the company reached cash-flow neutrality.
Lütke candidly admits he held the company back during 2009–2010 by deliberately slowing growth to keep it manageable while he developed leadership skills. After running five small marketing experiments — all of which succeeded — he concluded Shopify was a true venture and raised a Series A of $7 million at a $25 million valuation, followed shortly by an additional $15 million from Bessemer. Lütke continued living with his in-laws until around 2014, even after raising $100 million, paying himself minimum wage and reinvesting capital into the company. Shopify went public in 2015. By the time of the interview, every 52 seconds someone was receiving their first sale through Shopify. Lütke attributes roughly 90% of his success to luck, citing perfect timing, the support of his wife's family (including his father-in-law who contributed personal savings to meet payroll), and the fortuitous circumstances of the 2008 financial crisis.
About this episode
<p>In 2004, German programmer Tobias Lütke was living in Ottawa with his girlfriend.</p><p>An avid snowboarder, he wanted to launch an online snowboard shop, but found the e-commerce software available at the time to be clunky and expensive.</p><p>So he decided to write his own e-commerce software.</p><p>After he launched his online snowboard business, called Snowdevil, other online merchants were so impressed with what he built that they started asking to license Tobi's software to run their own stores.</p><p>Tobi and his co-founder realized that software had more potential than snowboards, so they launched the e-commerce platform Shopify in 2006.</p><p>Since then, it has grown into a publicly-traded company with over 7,000 employees and $11 billion in revenue.</p><p>Timestamps: </p><ul><li>07:20 - Tobi discovers snowboarding–and meets his future wife–on vacation in Canada</li><li>11:25 - Building a new kind of snowboarding company</li><li>29:35 - Pivot point: skateboards or software?</li><li>34:25 - The night before Tobi’s wedding, Shopify switches business models</li><li>45:25 - The 2008 financial crisis hits… revealing a huge opportunity </li><li>58:55 - After a decade, Shopify goes public</li></ul><p>This episode was produced by Casey Herman with music composed by Ramtin Arablouei. It was edited by Neva Grant. This archive episode was produced by Katherine Sypher.</p><p><br /></p><p>Follow How I Built This:</p><p>Instagram → <a href="https://www.instagram.com/howibuiltthis/" rel="noopener noreferrer" target="_blank">@howibuiltthis</a></p><p>X → <a href="https://x.com/howibuiltthis" rel="noopener noreferrer" target="_blank">@HowIBuiltThis</a></p><p>Facebook → <a href="https://www.facebook.com/howibuiltthis" rel="noopener noreferrer" target="_blank">How I Built This</a></p><p><br /></p><p>Follow Guy Raz:</p><p>Instagram → <a href="https://www.instagram.com/guy.raz/" rel="noopener noreferrer" target="_blank">@guy.raz</a></p><p>Youtube → <a href="https://www.youtube.com/channel/UCNSfrxNEmCruNtjIzxCBHjg" rel="noopener noreferrer" target="_blank">guy_raz</a></p><p>X → <a href="https://x.com/guyraz" rel="noopener noreferrer" target="_blank">@guyraz</a></p><p>Substack → <a href="http://guyraz.substack.com" rel="noopener noreferrer" target="_blank">guyraz.substack.com</a></p><p>Website → <a href="http://guyraz.com" rel="noopener noreferrer" target="_blank">guyraz.com</a></p><p><br /></p><p>See Privacy Policy at <a href="https://art19.com/privacy" rel="noopener noreferrer" target="_blank">https://art19.com/privacy</a> and California Privacy Notice at <a href="https://art19.com/privacy#do-not-sell-my-info" rel="noopener noreferrer" target="_blank">https://art19.com/privacy#do-not-sell-my-info</a>.</p>
Key Insights
- Lütke argues that his inability to learn solutions without first understanding the underlying problem — a trait linked to his ADHD — made traditional German schooling nearly incompatible with his learning style, and that this same trait shaped how he approached building software.
- Lütke claims that a Canadian immigration restriction preventing him from working for a local employer was the direct forcing function that led him to start his own business, framing legal constraint as entrepreneurial catalyst.
- Lütke describes the moment of receiving a first sale as identity-transforming — the point at which a builder becomes an entrepreneur — and says this insight became the guiding principle behind Shopify's mission to replicate that experience for others.
- Lütke admits he deliberately slowed Shopify's growth during 2009–2010 because he needed the company to remain manageable while he developed CEO competencies, acknowledging this decision held the company back from what it could have become.
- Lütke states that Shopify intentionally avoided branding itself on merchant storefronts so that merchants would appear as the primary brand, which meant the company became widely used long before it became widely known — a strategic invisibility that confused investors who had unknowingly already used it.
- Lütke describes the emotional experience of entrepreneurship as oscillating between two states — 'things are coming together' and 'complete dread' — and notes that while the states never disappeared, their duration compressed over time from months to weeks to days to multiple swings before breakfast.
- Lütke argues that the 2008 financial crisis, which he initially feared would destroy Shopify, instead accelerated growth because newly unemployed people turned to entrepreneurship, and the company hit cash-flow neutrality in 2009 rather than collapsing.
- Lütke attributes approximately 90% of Shopify's success to luck — including the timing of the company's founding, the support of his wife's family who contributed personal savings to meet payroll, and the fortuitous arrival of the financial crisis when the platform was ready to serve a surge of new entrepreneurs.
Topics
Transcript
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