The author seems to feel that based on a number of different factors, SHOP is superior to WIX. He is looking at the two companies from the perspective of a potential customer not as a prospective buyer of the stocks.
I am curious to hear from people who have actually used these products to see if they agree with the author as I have no experience with either company.
For me I like that SHOP is a neutral platform. SMBs could go to AMZN but if I were in the B2C space I’d be very hesitant. If your products sell well, you will be knocked off and undercut by AMZN unless your goods are proprietary. I also see a large TAM for online businesses. Increasingly I feel online is the best way to start a consumer facing business.