Can Shopify Compete With Amazon Without Becoming Amazon?

Unlike Amazon, which is an online marketplace where customers go to buy stuff, Shopify is a software platform visible only to merchants. You don’t go shopping on Shopify the way you do on Amazon; Shopify doesn’t list products directly on Shopify.com. Ox Verte used Shopify’s e-commerce software to handle payments and manage inventory. These features have made Shopify popular among “direct to consumer” brands that don’t want to share their profits or see their brand weakened on Amazon or other marketplaces run by a third party, like Wayfair or Walmart.

https://www.nytimes.com/2020/11/24/magazine/shopify.html