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Shopify is “arming the rebels” against Amazon — Quartz

Chances are you haven’t noticed all the times you used Shopify to buy stuff online. That’s quite a feat for a company now estimated to be the second-largest e-commerce platform in the US, edging out eBay and trailing only Amazon. To consumers, Shopify is “virtually invisible,” co-founder and CEO Tobi Lütke wrote in a letter to shareholders in 2015, the year Shopify went public. “This,” he said, “is by design.”

That’s because unlike Amazon, Shopify isn’t a shopping…

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