What's new? This looks like the same layout that Shopify has had for a while.
Interesting, I must've caught an A/B test.
The new site that I saw had a much more refined homepage, with two distinct tracks: 'Sell Online', and 'Sell in store'. There was some full page width video with a colour wash, and all type was Brandon Grotesque instead of Proxima Nova, if I recall correctly.
Brandon Text ;)