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There are actually lots of online merchants “owned” by yidden but it depends on how you define “ownership”. Is it 100 percent, 51 percent or just whether a yid derives a material portion of his income from a particular company. In the extreme, if a yid has most of his retirement funds tied up in a small company he worked for most of his life and a bad review of that company might harm the stock price, are you prohibited from posting a bad review?? Its not a black/white issue and requires a bit of inquiry if you really want to be machmir on Reb Yosef’s psak.