Earlier quoted context omitted.
>> All in all I am pretty bearish on them. Who will "kill" them ? What will the e-commerce market look like in 10 years - and could that be without Amazon as a major competitor ?
I'm not bearish on Amazon, but it seems realistic that someone could build an aggregator of Shopify (or other owner-operated storefronts) sites. For example, a Shopify aggregator/product search engine that had any kind of meaningful traction could try to build a checkout integration with merchants using Shopify payments and take a cut of revenue, or just sell ads the same way Amazon does. Maybe this already exists to…
Those all come from a single reason: commingling - mixing the same product but from different sellers, when fulling an order.
I could see shopify setting up a system of letting sellers buy a certain original product from a manufacturer - and sending it to some warehouse and selling it on their aggregated store.
Let's say this solves co-mingling.
Than it would a be a great time for Amazon to copy that.
And it would e quite easy for them.