Inside Shopify, Amazon’s ‘Buy With Prime’ Push Is Raising Existential Questions

Amazon’s revelation last month that it was launching a new “Buy with Prime” service, which will eventually let any online store offer the same two-day shipping benefits available to Prime subscribers, immediately sparked speculation within Shopify over how the company would respond to the move by its biggest rival.

That appeared to be settled on Thursday, when Shopify CEO Tobi Lütke said on an analyst call that he was “thrilled” with Amazon’s decision, and happy to integrate Buy with Prime into Shopify’s offerings for online sellers. But a Shopify spokesperson later told The Information that the CEO was only sharing his opinion on the matter, and the e-commerce company still needed to gather more details before deciding what to do. Meanwhile, an internal debate has been raging over the past two weeks.