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Opinion
Tae Kim

Amazon's Empire Is Vulnerable to 'Rebel' Incursions

Business turmoil sparked by the Covid-19 pandemic is creating opportunities for rivals from upstart Shopify to retailers such as Target and Costco.

Too much pandemic focus on Amazon misses the spectacular growth of e-commerce rivals, or “rebels.”

Too much pandemic focus on Amazon misses the spectacular growth of e-commerce rivals, or “rebels.”

Photographer: Disney XD/Walt Disney Television via Getty Images

The e-commerce rebels are making their advance.

Last October, Shopify Inc. CEO Tobi Lutke said his company’s goal was to “arm the rebels” against the Amazon.com Inc. empire. Since then, the mantra has become a rallying cry for Shopify’s employees and the merchant customers that use its e-commerce store software. And now, the business turmoil sparked by the Covid-19 pandemic is creating an opportunity for the online seller rivals to gain some valuable ground over their giant competitor.