What talent? Luck? Whatever need Shopify has requested to chat they can develop easily

I doubt there's a play. Shopify is just hiring a team of smart developers who have a track record of working well with each other, without needing to go through a long recruiting process.

LLM-based support chat probably. It's a pretty ripe opportunity to build something analogous to Amazon's support experience, especially when combined with Shop Pay. Putting payment provider, retailers, potentially suppliers, customers and documentation into a single conversational interface will be quite convenient for the end user.