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Yuanyuan (Gina) Cui, Assistant Professor of Marketing, Coastal Carolina University

THE TRUTH ABOUT: Youve been trying to get around amazon but its not that easy - Caught on Camera

Amazon Mỹ Shopify Etsy Procter &Gamble American Eagle AWS eBay Poppi TikTok Shop
Many online shoppers who order from independent small retailers have no idea who ships their goods. Odds are growing that it's Amazon. AP Photo/Damian Dovarganes

You did the right thing this morning.

Instead of the one-click default to your laptop’s last opened tab, you opened Etsy and bought a ceramic mug from a maker you’d been following on Instagram. Yesterday, your sister’s birthday gift came from a Shopify store run by a kitchenware designer in Sacramento, California. You felt something when you clicked “buy,” a small, warm, fuzzy feeling. Not Amazon. Not a giant. Someone real.

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