Shopify appears to be shifting from an ecommerce platform to more of a marketplace.

I've used Shopify for several years and feel they are increasingly prioritizing their features and branding over the needs of ecommerce retailers.For instance, the Extensible Checkout lacks built-in options to update fonts and colors, forcing users to rely on apps for branding. Additionally, customers who've used Shop Pay receive automatic texts after entering their phone or email, leading some to feel they were "tricked" into using it instead of their preferred payment methods.When customers view the cart, Shopify defaults to showing only Shop Pay as an express option, even though I've set up PayPal and Amazon. Refreshing the page reveals these options, but the initial default promotes Shopify's payment methods.Many features require Shopify Payments, which means I can't opt out of offerings like Shop Cash that compete with my loyalty programs. It feels like Shopify is more focused on creating an integrated experience for themselves rather than supporting my brand.I want to build my own business, not Shopify's, and I'm frustrated by their direction and limited options. What do you think? Do you feel Shopify is prioritizing its own goals over the needs of its customers? $Shopify (SHOP.US)$ $Shopify Inc (SHOP.CA)$