Shopify rewords its in-person sales pitch, adds two new comparison rows
By Rob Litterst, Co-founder, PricingSaaS
Published Last updated
Shopify’s pricing page · Change detected
What changed
The In-person sales section's lead row changes from 'Casual, in-person sales at pop-ups and events' to 'Accept payments with a phone or card reader.' Two new comparison rows are added for all plans: Customer profiles, listed as Simple, and Returns, listed as At purchase location. No prices or plan inclusions change.
Why it matters
Pricing pages aren't just dollar figures - the words next to a checkmark decide whether a buyer even notices a capability, and Shopify has rewritten this same in-person-sales row since it first appeared on Jul 4, 2025 as 'In-person selling by phone or POS device.' Adding the two comparison rows, Customer profiles and Returns, is a small trust signal: it suggests Shopify is auditing its comparison table for gaps, not just its price column. Watch whether more packaging and copy edits follow, especially after a volatile pricing week like Oct 15-16.
In context
Shopify's in-person-sales row has been rewritten before: it first appeared on Jul 4, 2025 as In-person selling by phone or POS device, and today's version (Accept payments with a phone or card reader) is a further rewrite since. The two new comparison rows it adds today, Customer profiles and Returns, are listed the same on all four plans and don't change what any plan includes. The timing stands out more than the content: this lands just 7 days after Oct 16's reversal that cut Grow back to $79 and Advanced to $299, which itself undid the previous day's price hike. Shopify has made 21 real pricing changes since it entered the index on Jan 1, 2024, roughly every 47 days on average, and this one is pure comparison-table housekeeping - no prices move, only the words around them.