Zola invites the bride to add a link to an indie store’s item, yet Zola will most likely keep the proceeds from sale of this item—not the indie store. Zola will tell the bride the indie store purchase will cost more, takes longer, limits her ability to return it, and result in her private address being shown. This process by Zola is misleading and is a disservice to the indie store.
By default, Zola steers you to get Zola cash for items that are bought at indie stores. That's bad for indie stores and good for Zola. Zola uses language with negative connotations to discourage buying off the indie store's website, including "won't," "unable to control," and "cannot." Zola says it must reveal the bride's address, which is often her home address, if one wants to shop indie.