In a multi-pronged competition with Amazon, Shopify has to shed its DNA as a technology company and become a consumer company. Impressively, Shopify did another shift well enough - from being a tech company to an infrastructure company. It's preparing for the next orbital shift - moving from being an infrastructure company to a consumer company.

Amazon is 2.5x Shopify in terms of revenue contribution to the merchants that work with them. But the difference is that Amazon generated the demand that is worth about $200B in 2019 but Shopify does not generate any demand for its merchants.