There are about 6 million sellers on Amazon’s marketplace However, fewer than 40% (or 2.5 million sellers) are currently active, and >99% of those making less than a million dollars in sales, reflecting just how long-tailed the marketplace is. Even if Amazon has a monopoly over online retail, is it sustainable. Could it be challenged? We have been fixated on Walmart for far too long – a company that still loses billions in eCommerce every year and is busy selling its once-storied eCommerce acquisitions.
Shopify is the real challenger if there could ever be one. Shopify's subscription business is an acquisition channel for discovering and nurturing brands that are likely to grow and become a customer for all of Shopify's other services. These are the businesses that make money. So Amazon's billion merchants don't matter. Amazon knows it. Amazon has 6 times more sellers than Shopify and yet only 2 times more millionaire sellers than Shopify. Shopify already has more $10M+ run-rate sellers than Amazon!
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