Amazon. com Inc. said it has acquired Australian e-commerce company Selz in a deal that highlights an increased focus on fast-growing rival Shopify Inc.
The terms of the agreement were not disclosed. An Amazon spokeswoman said the deal, which Selz announced on its website about a month ago, had been completed and would not change anything for retailers or their customers.
Founded in 2013, Selz serves as an online platform that helps small and medium-sized businesses launch and maintain their online businesses. The private company has over 30 employees, according to data company PitchBook. Previous supporters include Macdoch Venture and Adcock Private Equity, PitchBook said.
Amazon has stepped up its efforts to fit into the fast-growing Shopify, which also helps small retailers create online stores. Last year, Amazon created a secret team called “Project Santos” to replicate part of Shopify’s business model, The Wall Street Journal reported in December.
As the pandemic has made online shopping more popular, brick-and-mortar stores have invested more in their e-commerce presence. Some estimates lead to a 50% expansion of the sector in 2020.