Products

EMARKETER delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
PRO+
New data sets, deeper insights, and flexible data visualizations.
Learn More
Reports
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Charts
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Briefings
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About EMARKETER

Our goal is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More
Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Events
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Podcasts
Tune in to EMARKETER's daily, weekly, and monthly podcasts.
Learn More

Shopify isn’t taking Amazon’s encroachment onto its turf lightly

The news: Shopify is warning merchants that installing Amazon’s Buy with Prime button on their storefront violates its terms of service, per Marketplace Pulse.

  • Buy with Prime, which has been available to Shopify merchants since June, enables retailers to use Amazon’s fulfillment and payments services to provide a streamlined checkout process on non-Amazon websites.
  • Shopify, which has its own payment and checkout service called Shop Pay, said it cannot protect merchants who use Amazon’s feature against fraudulent orders, and that doing so could lead to stolen customer data.

A shifting message: Shopify’s warning is a marked shift from May when the company’s CEO, Tobias Lütke, had a very different perspective.

  • “We are actually thrilled with Amazon making a decision to take the amazing infrastructure that they've built . . . and want to share this broadly with small merchants across the Internet,” he said. “We are happy to integrate this into Shopify.”
  • Because Shopify has long positioned itself as an alternative for merchants looking to sell online, Lütke’s embrace of Buy with Prime was puzzling. It turns out the position was controversial within Shopify, as The Information reported the integration sparked intense internal debates.

The big takeaway: Although retail isn’t a zero-sum game, there’s also no reason to aid the competition—especially when that competition is Amazon, which is relentlessly rolling out new tools and services to gain an edge.

  • “Shopify needs to strike a balance between its community-focused goal of helping merchants reach consumers across channels and platforms and the need to protect its chief source of revenues, which is payments,” said Sky Canaves, eMarketer senior analyst at Insider Intelligence. “Shopify hasn't had a problem with its merchants selling on Amazon, but sticking Buy With Prime onto the Shopify storefronts seems like a step too far.”

This article originally appeared in Insider Intelligence's Retail & Ecommerce Briefing—a daily recap of top stories reshaping the retail industry. Subscribe to have more hard-hitting takeaways delivered to your inbox daily.