Global e-commerce marketplace Amazon has bought up Sydney-based e-commerce platform Selz.

The platform works in much the way as Shopify, providing an e-commerce-ready backend for small businesses to utilise when creating their websites.

“We have signed an agreement to be acquired by Amazon and are looking forward to working with them as we continue to build easy-to-use tools for entrepreneurs,” said Selz chief executive Martin Rushe.

According to Bloomberg, the acquisition could signal a shift in how Amazon seeks to grow its position in the e-commerce industry – no longer aiming to get all sellers on its marketplace, and instead working with them behind the scenes to provide a white-label shopping experience powered by Amazon’s platform.

The option could be attractive for businesses looking to eschew Amazon’s commission and delivery fees, though the difference between the two options are currently unknown.

An Amazon spokesperson confirmed the acquisition to Bloomberg, but didn’t disclose any terms.