When Jeff Bezos named e-commerce software company Shopify as an example of Amazon’s growing competition in his testimony to a U.S. House antitrust subcommittee last year, e-commerce consultant and former Amazon seller Jason Boyce wasn’t buying it. It struck Boyce then as a calculated claim, a false equivalency to get regulators to back off by overstating Amazon’s competitive threats.
“When he brought it up, I’m like, this is a joke,” Boyce recalls. “Shopify doesn’t have a front door. They’re not a marketplace. They have a small percentage of the total online market.”
This week’s news convinced him otherwise.