I run a small online store and I'm exhausted by how much of my revenue now goes to Amazon and Shopify fees—sometimes 30% of each sale. E-commerce platforms promise reach and convenience, but they've become gatekeepers that squeeze small sellers while making it harder to build a loyal customer base. Sure, they handle logistics and traffic, but is the convenience worth giving up control over your brand and margins? I've watched two fellow sellers shut down because they couldn't sustain the cost structure, and it makes me wonder if selling through these giants is really a viable long-term strategy for small businesses.