This reminds me of my number one response when "friends" come to me with startup ideas.

Your company is another company's feature. As in, you are trying to build a business, on something that is an afterthought, tiny feature for an existing company to add.

This comment reminds me of this post with discusses the feature -> product -> company evolution: https://medium.com/@sethlevine/the-feature-product-company-c...

What company isn't? My problem with this is that I can't think of a company that started as anything other than a missing feature.

Start with a bigger idea. Shopify isn't a missing feature. Why not take them on?

Showing the store is certainly a trivially missing feature of Amazon's.

Shopify has been around for a while—since before Amazon became the everything-retailer that they are now. It started out of frustration at the myriad annoyances in trying to get set up using osCommerce and other tools of that generation.

(Disclaimer: employee)

None taken.