The jump to Plus changes the actual mechanics of how growth works, not just the budget attached to it. Checkout extensibility means custom post-purchase upsells, dynamic trust badges, and region-specific payment logic can be built directly into checkout something standard Shopify simply doesn’t allow, so strategies built for smaller stores often can’t transfer over at all. Multi-storefront setups add real complexity too: each region or brand needs its own hreflang, currency, and inventory logic through Shopify Markets, and a mistake here doesn’t just hurt one storefront it can dilute domain authority across all of them if backlinks and PR mentions get pointed at the wrong regional URL. B2B and wholesale catalogs introduce an entirely separate customer journey running in parallel with DTC, often on the same theme, which means reporting has to be built to separate the two rather than blending them into one misleading blended ROAS number this is where enterprise-grade attribution stops being optional and becomes the only way leadership can actually see which channel, region, or storefront is driving the P&L. At this scale, the constraint usually isn’t traffic or budget it’s whether the underlying architecture can support coordinated growth without one channel quietly cannibalizing another.