You can think of Shopify as a sort of anti-Amazon, in the sense of helping merchants compete with the ecommerce giant.  This implies helping with more than just order processing.  Along those lines, they just added Audiences, which lets merchants send customer lists to Meta and Google to help find new customers through look-alike modeling.

In a follow-up to their January report, the U.K. Competition and Markets Authority raised the number of concerns they have with Privacy Sandbox to 79. Among other issues, they adopted the privacy concerns raised by another U.K. regulator, the Information Commissioner’s Office. Google’s recent decision to shift third-party cookie deprecation to next year might mean they saw this coming.