> If people were so willing to make payments on random websites, merchants wouldn’t be falling all over themselves to use Amazon’s marketplace and sell their self published books through Kindle.
People fall all over themselves to use Amazon's marketplace because
- it has a lower barrier to entry to setting up and managing a store themselves
- it has a built-in audience they can access without trying to hustle their proprietary domain name into the public consciousness (SEO is hard)
What on earth gives you the idea that it has anything to do with people's willingness or lack thereof to make payments on random websites?
> There is much more friction to buying something on the web than just clicking on buy from Amazon/Apple/Google.
Again, low-friction payment platforms that aren't "use Apple/Google's in-app payment SDKs" are readily available in 2020. PayPal is one such, Flutterwave is another (in sub-Saharan Africa), etc. In fact, I use those far more in a month than I've ever used Apple or Google Pay.