Almost every digitally-native brand will start selling on Shopify, using the ecommerce platform to quickly get up and running in a somewhat scalable and aesthetically pleasing way. This is all thanks to the Shopify bundle, as we’ll call it—a pre-integrated suite of software that allows businesses to start selling their products without having to write a line of code.

As the default ecommerce platform, Shopify has lots of leverage. Its popularity has also fueled further growth—once a brand has some scale and has invested tens to hundreds of thousands of dollars into its setup, an ecommerce platform is not easy to replace. Shopify now services more than 600,000 customers in 175 countries who have sold more than $55 billion in merchandise since the platform went live, according to the company. It makes money by charging a monthly fee for its software, and then taking a percentage of sales that run through the platform.

But as digitally-native brands face the rising costs of digital marketing and move offline, they are running into a new challenge: What point of sale (POS) system can they—and should they—use to scale offline?

Many brands that use Shopify for ecommerce start with Shopify POS when they move offline because they can run both on the same platform. This integration comes with speed and scale benefits and customers know that Shopify POS will work out of the box. But a range of brands with a brick-and-mortar presence will quickly point out that Shopify POS is barely a short-term solution and doesn’t work at any sort of scale. While the actual commoditized function of a POS ringing up a sale is workable, Shopify POS lags far behind competitors with its overly simplistic inventory controls, barebones CRM and limited corporate reporting—all needs that are crucial to a brand scaling offline.

Shopify’s inability to establish itself as the default POS of the offline world—paradoxically because of its focus on and success with ecommerce software—poses a large risk for the company going forward. Many more years of development have gone into its ecommerce solution (launched in 2006), versus its POS (launched in 2013 and mostly unchanged since then). And more importantly, more businesses are launching in multiple channels from day one, meaning that Shopify’s shortcomings offline can potentially weaken its online default—the imbalance hinders the value prop of Shopify’s integrated platform.

The premise of the internet allows companies to make a small amount of money from a large number of people, and with more ecommerce businesses starting every day, there is no shortage of potential small-scale customers for Shopify. But this explosion of new brands has also created the most hyper-competitive landscape in which every player is fighting for limited consumer attention. This means that while more brands might be viable small businesses, fewer will be big, lasting hits.

Shopify POS’ precarious footing raises questions about what the company wants to be. Does it want to be a company that caters to a large group of smaller merchants, or one that focuses more on its platform’s breakout stars, continuing to grow with them? Given Shopify’s business model, which is partially composed of a revenue share with its merchants, the bigger a brand gets, the better it is for the platform.

Kylie Cosmetics, which has grown mainly on Shopify—more specifically Shopify Plus, the company’s enterprise version that powers 3,600 brands—and its ilk are crucial to Shopify’s future, since brands of this caliber could generate revenue equal to hundreds of thousands of smaller brands. In a world of fewer but bigger winners, and brands that are increasingly selling in multiple channels, where should Shopify focus? It seems like Shopify has no choice but to continue moving upstream to placate the brands that are outgrowing its current offering and ensure it can still collect revenue from them.

Doing this, however, will require a new approach, since the integrated, out-of-the-box mentality that made Shopify the default becomes less useful as its customers grow. Instead, the software company will need to offer more building blocks versus pre-built solutions. Stripe Terminal, the company’s programmable POS offering, shows a lot of promise through this lens, since it offers brands the framework to build a POS that caters to their own specific workflow, even if this option requires custom development.

While these problems are not unique to Shopify—generally no medium-to-big brand is ever fond of its technology providers—Shopify has a lot to gain or an immense amount to lose, depending on how it navigates serving its breakout brands. At the end of the day, all brands want is a POS that isn’t a P.O.S.