Table of Contents

  1. Introduction
  2. Background
  3. Shopify's Announcement
  4. Misconceptions About Shopify
  5. The Importance of Understanding Shopify's Strategy
  6. The Benefits of the Shopify-Amazon Partnership
  7. Addressing the Misunderstandings about Shopify's Logistics
  8. Shopify's Focus on Merchant Benefits
  9. The Role of Amazon in the Partnership
  10. Conclusion


Shopify recently made an announcement about integrating Amazon's Prime membership service into their platform. This move received positive reactions from investors, leading to a boost in Shopify's stock price. However, this announcement brings up an interesting contrast to a similar event that happened four months prior when Shopify's stock price plummeted after announcing a partnership with Amazon. In this article, we will explore the reasons behind this market reversal and the misconceptions surrounding Shopify and its collaboration with Amazon. We will delve into Shopify's strategy, its focus on merchant benefits, and the potential advantages of the Shopify-Amazon partnership. By understanding these aspects, we can gain a clearer perspective on Shopify and the market dynamics at play.


In May of this year, Amazon announced its decision to open its logistics services to third-party e-commerce platforms. Shopify, a leading e-commerce platform, publicly declared its partnership with Amazon during the same period. The initial reaction from the market was negative, with concerns about data sharing and the potential negative impact on Shopify's own logistics services. However, the recent announcement from Shopify shed light on two crucial points: consumers can choose to use Amazon's payment service, known as Prime Pay, while merchants can still process transactions through Shopify Payment. Additionally, merchant control over customer data remains unchanged. These clarifications demonstrate the benefits for all parties involved, including attracting Prime members, generating increased revenue for merchants, expanding Amazon's logistics business, and providing a better customer experience.

Shopify's Announcement

Shopify's recent announcement highlights their commitment to merchant interests. The company aims to create a win-win scenario through its collaboration with Amazon, focusing on increasing consumer spending and overall gross merchandise value (GMV). Merchants will benefit from attracting Prime members, resulting in higher revenue, while Shopify can generate more revenue through increased GMV. Simultaneously, Amazon can expand its logistics business and decrease unit costs. Ultimately, customers will have an enhanced shopping experience. This clear alignment of goals and benefits makes the announcement straightforward and simple to comprehend.

Misconceptions About Shopify

The market's drastic reversal of opinion regarding Shopify's collaboration with Amazon can be attributed to certain misconceptions. Initially, there was a belief that opening logistics services to Amazon would have a significant negative impact on Shopify. This was mainly due to concerns about customers using Amazon's payment services and the potential loss of data control. However, it is crucial to understand that customers choosing Amazon's payment method does not mean that Shopify cannot derive a take rate from the transaction. This point was explicitly clarified in Shopify's recent announcement. Dispel the confusion regarding Shopify's logistics business, an in-depth analysis was conducted in a previous video (link provided in the comments), emphasizing Shopify's strategic direction and the logic behind its approach to logistics.

The Importance of Understanding Shopify's Strategy

The misconceptions surrounding Shopify's logistics business and its collaboration with Amazon reflect a more profound misunderstanding of Shopify's strategic direction and commercial landscape. To properly analyze a company like Shopify, investors and analysts must think from the perspective of top management or founders. It is crucial to align one's thinking and perception with those of the company's leaders to comprehend their intentions and decision-making processes fully. Shopify's strategy can be summarized as prioritizing merchant interests above all else. While products, strategies, and even markets may change, this core principle has remained constant throughout Shopify's history. Therefore, it is crucial not to dwell on negative comparisons between Shopify and Amazon or view the market as a zero-sum game. Instead, consider how Shopify can expand and improve the ecosystem for all stakeholders involved.

The Benefits of the Shopify-Amazon Partnership

The recent partnership between Shopify and Amazon serves as an opportunity for both companies to leverage each other's strengths. For Amazon, opening its logistics services to third-party platforms allows the company to establish itself as a foundational infrastructure. This parallels the growth trajectory of Amazon Web Services (AWS), their cloud computing arm. Concurrently, Shopify offers an expanded pool of merchants to aid Amazon in achieving scale and reducing logistics costs. Additionally, Shopify's role as an operating system for merchants and its multi-channel integration capabilities become even more critical. By recognizing these potential benefits, the market can appreciate the win-win nature of the Shopify-Amazon partnership and the negotiation process that led to it.

Addressing the Misunderstandings about Shopify's Logistics

One of the biggest misconceptions about Shopify is its logistics business. In a previous video (linked in the comments), a detailed analysis was conducted to clarify this matter. It is important to note that this misconception was prevalent internally within Shopify as well. Four months ago, there were strong objections internally at Shopify regarding the decision to partner with Amazon. However, Shopify's CEO, Tobi, persisted in pursuing this collaboration because he believed it was a positive-sum game rather than a zero-sum game. This is an admirable aspect of Tobi's character, demonstrating his ability to think strategically and focus on growth rather than engaging in a constant battle with Amazon. This perception of Shopify as the weaker party and Amazon as the stronger player contributes to the misconceptions surrounding the collaboration. To overcome these biases, it is essential to view Shopify and Amazon as equals and examine the situation impartially. Failure to do so will only lead to confirmation bias and a lack of understanding of the underlying logic behind Shopify's forays into logistics.

Shopify's Focus on Merchant Benefits

Regardless of any potential disadvantages that Shopify may face in its partnership with Amazon, the company remains committed to merchant benefits. This has been evident since day one and is a guiding principle for Shopify. While other aspects of the business may fluctuate, Shopify's primary objective has always been to help merchants succeed. This can be seen in their development of consumer-facing applications like the Shop app and their ventures into logistics. Shopify's intentions and objectives are clear, regardless of market perceptions or the constant focus on competing with Amazon. Choosing to embrace an internal rewards system-based approach is a key characteristic of successful companies, whether they operate in saturated and stagnant markets or rapidly growing environments.

The Role of Amazon in the Partnership

Amazon's interest in partnering with Shopify is to develop its logistics services and transform them into a fundamental infrastructure. Although Amazon has made progress in reducing its logistics costs, there is still significant room for improvement. A personal shopping experience can unveil these limitations, as evidenced by the price disparity between a product sold directly by Amazon and the same product sold by a third-party merchant on their platform. This price difference is often due to the shorter delivery time provided to Prime members. However, this discrepancy raises the question of whether paying extra for faster shipping is worthwhile. In such cases, customers may choose alternative options or price-matching opportunities with lower delivery costs. Amazon requires the assistance of more merchants, such as those on the Shopify platform, to expand their business and reduce logistics costs. Therefore, Amazon's partnership with Shopify is aligned with their goal of building a dominant logistics infrastructure.


In conclusion, the recent announcement from Shopify regarding their collaboration with Amazon has sparked a positive response from the market. This event serves as a reminder that market sentiments can change dramatically over time. Understanding the misconceptions surrounding Shopify, especially in regards to logistics, is crucial for investors and analysts. By comprehending Shopify's strategic approach and focusing on merchant benefits, one can gain a deeper understanding of the company's rationale and long-term objectives. Recognizing the potential advantages of the Shopify-Amazon partnership underscores the significance of this collaboration for both companies. It is essential to challenge previously held biases and strive for an impartial analysis of Shopify's actions and partnerships. Through this holistic perspective, a more accurate understanding of Shopify's position and intentions can be achieved.

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