Why Web3 should be thought of as Amazon

Below is a guest post from Anurag Arjun, co-founder of Away.

Modern high-tech platforms have been successful because they divide complex operations into specialized components. At high-demand events like Black Friday, Amazon can expand certain services under pressure, while others keep normal operation.

This architecture builds the entire enterprise ecosystem on top of AWS, each focusing on core competency and leveraging combat-tested infrastructure that delivers a seamless experience for its users. In 2025, it's time for Web3 to start thinking like Amazon and the rest of Web2 Giants, as Microservices-style Web3 is the ideal foundation for the future of your business.

Platform Independence

Even Amazon realizes that the future isn't about lock-in on platforms – at least not in store – the real value comes from providing infrastructure that drives business growth. Rather than fighting this shift, Walmart and Tiktokshop have adapted by opening logistics businesses with these multi-platform sellers and competing for infrastructure quality rather than exclusiveness.

This reflects how Web3 evolves. Instead of trying to trap users and businesses within a closed ecosystem, protocols need to think more about how to integrate specialized infrastructures that add value regardless of where the actual transaction occurs.

Just as Amazon can benefit from merchants' success on other platforms by providing critical back-end infrastructure, Web3 protocols provide verifiable ownership and the ability to create value across the digital economy. It can flourish by providing professional services such as programmable assets. The winner is not the one who builds walled gardens, nor is the one who provides important infrastructure to improve business everywhere.

The future of Web3 is not about building isolated chains. It's about creating a service that communicates seamlessly behind the scenes. To understand this evolution, see how microservices work. When interacting with a web app, you are not actually interacting with one monolithic system. Instead, specialized microservices handle the parts of your experience, such as image assets, browser chat, inventory, payments, delivery, and more.

This is Web3 where Web2 cannot compete. A seamless user experience plus verifiable ownership, unauthorized participation, and programmable value transfer.

It's not today's Web3, but it'll be soon. As rollups and application-specific chains grow, users will need to navigate an increasingly complex landscape of bridges, third-party solutions, and various security assumptions. The new chain adds another layer of complexity, forcing users to understand the bridging mechanics and manage assets across multiple networks. This fragmentation is not only inconvenient, but is also becoming a fundamental barrier to mainstream adoption.

Furthermore, this issue is set to dramatically worsen. The ecosystem is heading towards a world where hundreds or thousands of rollups are available. Many are optimized for specific applications. Without a unified framework that allows these chains to communicate seamlessly, the user experience will become increasingly fractured and inaccessible to mainstream users.

Break the bridge

The technical foundation of an Amazon-like experience on Web3 requires three components: reliable data availability, proof verification, and tuning layer. Data availability ensures that transaction information is properly exposed. Verification of proofs ensures correct execution through validity or fraud proofs. The coordinating layer aggregates these proofs while maintaining the sovereignty of the chain.

Importantly, such systems need to maintain a minimum trust. Unlike Amazon's trustworthy API calls, blockchain interaction requires a verifiable encryption guarantee through light clients on mobile devices. Users must be able to verify both data availability and proof of execution without trusting the intermediary.

The challenge lies in aggregating different types of proofs. From polygons to Starkware, each roll-up ecosystem implements a variety of proof systems. Creating adapters to make these systems compatible while maintaining security assurances represent the core technical challenges faced by Web3 infrastructure.

Success requires an unauthorized verification hub that can aggregate proofs while allowing the chain to maintain independence. The chain must freely choose the proof it accepts, rather than complying with compulsory standards. This will maintain innovations that will make modular blockchain architectures powerful while enabling a seamless user experience. The missing pieces have been tuned to these components in a unified sovereign system.

Just as Amazon's Microservices Architecture has enabled e-commerce to scale, asynchronous chain communications will shape Web3 in the perfect place for future businesses to build and run.

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