Some Shopify brands are making a costly assumption:
By Brandon Young · June 24, 2026 · Curated by George's Blog
Some Shopify brands are making a costly assumption:
"If we drive traffic to our website, customers will buy on our website."
That's not how consumers behave today.
One of the most common patterns I see is what we call the Amazon halo effect.
A brand runs ads.
A creator promotes the product.
Traffic is generated.
Then the customer opens Amazon and searches for the product before making a purchase.
Why?
Trust.
Convenience.
Fast shipping.
Easy returns.
Whether you like it or not, Amazon is often part of the buyer journey.
That's why I believe many Shopify brands should also be on Amazon.
Not because Amazon replaces Shopify.
Because Amazon captures demand that's already being created elsewhere.
The best ecommerce brands today understand that customers don't shop in a straight line.
They move across platforms before making a purchase decision.
If you're building a brand in 2026, thinking omni-channel isn't optional anymore.
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