"With their focus on things like direct customer engagement and authentic brand experiences, the DTC industry has become a fast and natural friend of live commerce—with DTC brands being among the earliest adopters and most effective users of this new medium. In contrast, despite many attempts to reinvent and revitalize the chilly Amazon shopping experience, including Amazon Live video streaming, the e-commerce giant has failed to capture the live commerce magic seen elsewhere."

Matthew Lynch, Global Head of Industry, DTC, at Firework, writing on the website MultiChannel Merchant in his op-ed, “Shopify Grows, Amazon Slows: A Bellwether for Ecommerce’s Future”