Quick decision guide
| If you… | Start with |
|---|---|
| Sell physical products and want to grow | Shopify |
| Have a huge catalog or complex B2B | BigCommerce (compare with Shopify) |
| Already run WordPress | WooCommerce (compare with Shopify) |
| Need a website first, small shop second | Wix or Squarespace |
| Run a café or restaurant | Square Online |
| Only sell on social | Shopify Starter |
| Already have a website you like | Add a store to your existing website |
| Sell used or collectible items | eBay (compare with Shopify) |
The 9 factors that matter
1. Total cost of ownership
Add up plan, apps, theme, hosting, payment fees and your time. See cheapest ecommerce platform.
2. Transaction and payment fees
Small percentages add up fast. Understand the fees before you commit. See Shopify fees explained.
3. Ease of use
You'll use the admin every day. Try it during a free trial.
4. Features you need now
Variants, subscriptions, digital downloads, B2B, POS? List your must-haves.
5. Checkout and payments
Checkout is where revenue is won or lost. Look for fast, trusted, mobile-friendly checkout with wallets like Shop Pay, Apple Pay and Google Pay.
6. SEO and marketing
Speed, editable metadata, blogging and marketing integrations. See best ecommerce platform for SEO.
7. Scalability
Can it handle 10× your traffic and catalog? Will you be forced into expensive upgrades?
8. Support and ecosystem
24/7 support, documentation, apps, themes and experts for hire.
9. Ownership and portability
Can you export your data? Do you own your customer list? Marketplaces rank lowest here.
Score your shortlist
Rate each platform 1–5 on the nine factors, weighting the ones that matter most to you. Then sign up for free trials of your top two and build one product page in each. You'll know quickly which you prefer.
Try Shopify, our top pick (opens in a new tab)
Free trial + $1/mo for 3 months · Offer varies by region
Our verdict
Choose the platform that fits how you sell today and where you want to be in two years. For most product businesses that's Shopify, but use this framework to confirm it for yours.
Try Shopify free (opens in a new tab)Frequently asked questions
What is the most important factor when choosing an ecommerce platform?
Fit with your business model and team. A platform that's easy for you to run day to day beats one with more features you won't use.
Should I choose hosted or self-hosted ecommerce?
Hosted (Shopify, BigCommerce, Wix, Squarespace) if you want simplicity and reliability. Self-hosted (WooCommerce) if you need full control and have technical resources.