Right so you don't really have a bundling or unbundling. You have the same trend that happened in brick and mortar happening online. Speciality retailers are doing fine. Massive scale retailers are doing fine. And everyone in the middle gets squeezed.
The problem with un-bundling US retail is what we currently see via 3rd party Amazon sales. You end up with exploding hover boards, electrical fires caused by bad chargers, tainted or counterfit makeup etc... The appeal of Target or Walmart is that they have a duty to their customer to not sell them dangerous products and they have clout to get cheap prices. 10,000 eCommerce shops selling private label chargers exacerbates this problem. I can trace the product to a factory in China sure, but that doesn't solve my lawsuit problem. Do I sue shopify in this case?
