Operating Expenses
Sales & Marketing
Shopify Sales & Marketing increased by 5.6% to $433.00M in Q4 2025 compared to the prior quarter. Year-over-year, this metric grew by 24.4%, from $348.00M to $433.00M. Over 3 years (FY 2022 to FY 2025), Sales & Marketing shows an upward trend with a 10.6% CAGR.
Analysis
StatementIncome Statement
SectionOperating Expenses
CategoryEfficiency
SignalContext dependent
VolatilityModerate
First reportedQ1 2014
Last reportedQ1 2026
How to read this metric
An increase may signal an aggressive growth strategy, while a decrease might indicate cost-cutting or reduced market investment.
Detailed definition
Selling and marketing expenses include costs associated with advertising, sales force compensation, and promotional acti...
Peer comparison
Common operating expense category; analyzed as a percentage of revenue to gauge marketing efficiency.
Metric ID:
is_selling_and_marketingHistorical Data
16 periods
| Q1 '22 | Q2 '22 | Q3 '22 | Q4 '22 | Q1 '23 | Q2 '23 | Q3 '23 | Q4 '23 | Q1 '24 | Q2 '24 | Q3 '24 | Q4 '24 | Q1 '25 | Q2 '25 | Q3 '25 | Q4 '25 | |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Value | $307.50M | $307.50M | $307.50M | $307.50M | $305.00M | $305.00M | $305.00M | $305.00M | $361.00M | $353.00M | $331.00M | $348.00M | $405.00M | $415.00M | $410.00M | $433.00M |
| QoQ Change | — | +0.0% | +0.0% | +0.0% | -0.8% | +0.0% | +0.0% | +0.0% | +18.4% | -2.2% | -6.2% | +5.1% | +16.4% | +2.5% | -1.2% | +5.6% |
| YoY Change | — | — | — | — | -0.8% | -0.8% | -0.8% | -0.8% | +18.4% | +15.7% | +8.5% | +14.1% | +12.2% | +17.6% | +23.9% | +24.4% |
Range$305.00M – $433.00M
CAGR+9.6%
Avg YoY Growth+11.0%
Median YoY Growth+13.1%
Sales & Marketing at Other Companies
Frequently Asked Questions
- What is Shopify's sales & marketing?
- Shopify (SHOP) reported sales & marketing of $433.00M in Q4 2025.
- How has Shopify's sales & marketing changed year-over-year?
- Shopify's sales & marketing increased by 24.4% year-over-year, from $348.00M to $433.00M.
- What is the long-term trend for Shopify's sales & marketing?
- Over 3 years (2022 to 2025), Shopify's sales & marketing has grown at a 10.6% compound annual growth rate (CAGR), from $1.23B to $1.66B.
- What does sales & marketing mean?
- Costs related to promoting products and acquiring or retaining customers.