Thanks for the feedback! I can see how this can be confusing if you browsed the Giveffect marketplace first.

The reason we chose to use the Shopify analogy is because we power the nonprofit's frontend fundraising experience, much like an online storefront does for ecommerce. An example of this is http://donate.campwinston.com which is powered by Giveffect.

The Giveffect marketplace is the aggregator/hub whereby any client licensing our software can push their fundraising campaigns for discovery. This is just an added extension of the solution to provide clients with a venue for campaign marketing and donor acquisition.