E-commerce juggernaut Shopify has become a formidable force against Amazon during the pandemic by focusing on merchants — not customers — while giving sellers comparable real-world functions. The New York Times’ Yiren Lu describes her experience as a merchant on the platform, praising Shopify’s “direct to consumer” approach and social commerce partnerships with Facebook and influencers. Shopify also recently announced a deal with TikTok. Organic marketing has driven the success of Allbirds footwear and Brooklinen bedding on Shopify, but the lack of an Amazon-like marketing push on the platform has made other businesses — including Lu’s — fold.
