Amazonas. with Inc. said it acquired Australian e-commerce company Selz in a deal that highlights a greater focus on fast-growing rival Shopify Inc.
The terms of the agreement were not disclosed. An Amazon spokeswoman said the deal, announced by Selz on its website about a month ago, has been completed and nothing will change for Selz merchants or their customers.
Founded in 2013, Selz serves as an online platform that helps small and medium-sized businesses to launch and maintain their online businesses. The private company employs more than 30 people, according to data company PitchBook. Previous supporters include Macdoch Venture and Adcock Private Equity, PitchBook said.
Amazon has stepped up its efforts to keep up with the rapid growth of Shopify, which also assists small merchants in creating 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, physical stores have invested more in their e-commerce presence. Some estimates point to a 50% expansion in the sector in 2020.