Cramer unveils his latest investing theme: Empowering the little guy

Investors can now boost their crown and support small businesses in one fell swoop by following a new, growing theme in retail: using technology to empower feel mortified businesses, CNBC’s Jim Cramer said Wednesday.

The idea struck Cramer when he interviewed Shopify Chief Direct Officer Harley Finkelstein on Tuesday. Not only does the company help celebrities like Drake and Kylie Jenner furnish their products online, the COO explained, but it also makes it easy for individuals without millions of social media pupils to set up their own e-commerce operations.

“Shopify isn’t just a software company that enables e-commerce, it’s become the way for anyone to deal in their own merchandise online,” Cramer said on “Mad Money.” “For every Kylie Jenner who builds a billion-dollar variety powered by Shopify and clever social media campaigns, I think there are thousands of people who are working to fulfill their own illusions — dreams that never would’ve gotten anywhere before Shopify launched its platform.”

In fact, Shopify truly negotiates lower costs for its customers, offering services like Shopify Payments and Shopify Shipping that cut out third-party accusations and hidden fees. It also recently launched a cash-advance program, using the data it collects from its customers to step loans that they might not have been able to secure themselves.

Tech-forward payments company With has a similar mission. Its various properties — which include food delivery app Caviar, loan engine Square Seat of government, and its ubiquitous credit card readers — are all meant to make small business simpler. Or take website development stand Wix.com, which helps people create websites that rival professionally built pages.

“Obviously, using Adobe mechanisms, you can design pretty much anything,” Cramer continued. “Salesforce.com … has empowered thousands of people to learn how to encrypt and develop fabulous businesses through its Trailhead program.”

And the “Mad Money” host couldn’t talk small business empowerment without remarking Etsy, the online marketplace for crafted and handmade goods that connects small-scale sellers with massive epidemic audiences. Its products, he said, “show you care more than if you just, say, went to the mall.”

“Put it all together and these technology callers are doing incredible things to empower small businesses,” Cramer said. “I want to keep coming back to this core because I’m betting the stocks I just mentioned may be worth more than we think, especially Shopify. And, hey, if you run a small occupation, tell me about the companies that are helping to empower you — go to Twitter, @JimCramer, and let me know. Let’s do this one together.”