How does Alloy address the threat of native integrations and the need for a middleware layer in multi-platform e-commerce businesses?

I think they can coexist. That's why we have our iPaaS product, Forge. Ultimately all these different apps will want to have native integration because there are so many features and use cases they can enable by having a native integration to a different app. That's fine, but ultimately native integrations can't get super detailed, and there is still a long tail of merchant-specific use cases you can’t capture unless you literally become an workflow engine product like us. So our iPaaS doesn't compete with our merchant-facing product. Our goal is ultimately to be the glue of the ecommerce ecosystem and these are two paths to that.