While big tech continues to get bigger, digital commerce is diversifying with more successful independent brands and sellers.

Shopify merchants continue to grow. Amazon reported over 15,000 sellers sold $1 million worth of good last year. Etsy continues to grow.

The platforms aren't equal and don't necessarily put sellers first. Regardless, it results in increased exposure to new products and brands.

Amazon isn't the most convenient now and many consumers demand more variety. The sheer volume of purchasing shifting to digital commerce means many more independent businesses will grow.