>I've slowly shifted all my consumer purchases from Amazon to local shops and other online platforms, including Etsy.

This is why I'm so bullish on Shopify. It increasingly is getting network effects (Shop.app) and people are starting to become even more brand loyal than before. Even Chinese companies are creating strong brand categories at a fraction of US counterparts and selling direct on Shopify to (e.g. Anker, Fnirsi, Fanttik, etc.)