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pening the E-Commerce Floodgates Shopify has faced criticism that it’s made it easier for sellers of counterfeits and other dubious merchandise to reach a wider audience along with legitimate brands. Amazon has faced similar questions about its marketplace, where journalists and analysts have found widespread listings for counterfeit or faulty products.
Joseph said Allbirds has found counterfeits on Shopify, although the seller’s site was taken down after the company complained. Padelford said Shopify doesn’t have a team that actively polices the platform, adding that “when we get notified, we take this very seriously.”
Shopify has also faced scrutiny for hosting websites that sell cheap, often shoddy products that, thanks to the platform’s easy-to-use tools, are difficult to distinguish from more-legitimate brands. Overland Sheepskin, an leather and outerwear company based in Iowa, told The Washington Post that it identified over 700 websites using its imagery and selling knockoff products, with 90 percent hosted by Shopify.
Drop-shipping, a tactic that allows sellers to list products online without actually stocking them, has also turned into a big business, thanks in part to Shopify. The practice is a legitimate way to get products cheaply from factories and wholesalers to customers. However, it can also be abused to flood the market with cheap, low-quality fashion. One Manchester-based seller boasted about making $700,000 last year by uploading cheap Chinese fashion from AliExpress he found on the internet and selling them on his Shopify page.
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Shopify’s plug-and-play tools are well-suited for e-commerce newcomers, but many brands say they reach a point where they outgrow the platform’s offerings.
“You can look at a site and tell it’s Shopify,” Rogers said.
Sara Davis, e-commerce manager for The Sports Edit, a British sportswear retailer, said she believes Shopify’s only available checkout feature causes some customers to abandon their online orders before completing the purchase.
“You can’t customise the Shopify checkout journey, which takes you to an entirely different page and does not keep you on our site,” said Davis. “Farfetch or Net-a-Porter keep their shoppers on the site throughout, but with Shopify, once you go to check-out, you’re on that journey, which leads to a lot of bounce-offs.”
You can’t just call someone at Shopify and have a conversation.
Some Shopify merchants have also been unhappy with the company’s customer service as it's grown. Eva Dayton, the founder of luxury consignment store Consignment Brooklyn, said she was disappointed by Shopify’s response to her complaints about multiple fraudulent incidents.
“You can’t just call someone at Shopify and have a conversation,” Dayton. “You need to chat with a robot and then schedule a call, which doesn’t feel right if there’s an emergency.”
Shopify said it recently instituted a callback system for customer serv

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