I'm not familiar enough with California's law to know whether companies like Shopify/Google are meant to be liable (in the sense that the law says so), but certainly it would be a great thing if the companies actually performing the mass surveillance (Google, Shopify) were liable even if the payload deliverer is small. Absolutely what is needed is law saying that Google can be sued (or better, held criminally liable for harassment/stalking) for spying on people through its Google Analytics program, among others.
Relentlessly stalking millions of people makes it millions of times worse than stalking one person, not somehow okay.
Or hold enough of those small actors to account that nobody wants to do business with Google Analytics in its current form.
It disgusts me that companies who want to transact with me don't vet their partners better. Off-Meta is another one that's despicable. Companies like my bank or their partners have NO business uploading lists of their users to third parties like that (even if it was induced by use of their analytics SDK's).