Every ecommerce platform comparison you'll find online is written by someone who sells one of the platforms. This one isn't. Here's what actually differs between Shopify, WooCommerce and a custom build, and which one fits which business.
The Three Real Options
Despite dozens of platform names in circulation, small and mid-sized businesses are really choosing between three categories:
- Hosted platforms (Shopify and similar) — you rent the software, they run the servers
- Self-hosted, open-source (WooCommerce on WordPress) — you own the software, you or someone else runs the servers
- Custom-built — software written specifically for your catalog and workflow
Everything else — BigCommerce, Wix eCommerce, Squarespace Commerce — is a variation on the first category with a different feature set and price curve.
Cost: The Real Numbers, Not the Marketing Numbers
| Shopify | WooCommerce | Custom | |
|---|---|---|---|
| Setup | Low to moderate | Low to moderate | High |
| Monthly platform fee | Fixed, tiered | None — hosting only | None — hosting only |
| Transaction fees | Unless using their own payment gateway | None from the platform | None from the platform |
| Apps/plugins | Add up fast, often monthly each | Mostly one-time, some subscriptions | Built once, no recurring app cost |
| Maintenance | Handled by Shopify | Your responsibility — core, plugin and PHP updates | Your responsibility, at developer rates |
| Year-two total | Predictable, still not free | Lower if maintained properly | Depends entirely on scope |
The number quoted for "Shopify cost" almost never includes the apps a real store ends up needing — reviews, upsells, inventory sync, email flows. Budget for that stack, not just the plan fee.
Shopify: Best When Speed and Reliability Matter More Than Control
Shopify wins when you want to be selling this month, not this quarter. Hosting, security patching, PCI compliance and uptime are handled for you, which is worth real money even before you count development time.
The tradeoff is that you are renting, not owning. Deep customisation beyond what the theme and app ecosystem supports gets expensive fast, and switching platforms later means rebuilding, not exporting.
Choose Shopify if: you sell a standard product catalog, want to launch quickly, don't need deep custom logic, and would rather pay monthly than manage a server.
WooCommerce: Best When You Want Ownership Without a Full Custom Build
WooCommerce sits on WordPress, which means you own the code outright and can move it to any host at any time. It is genuinely free to start, though "free" understates the ongoing work: updates, security, and plugin compatibility become your job, or your developer's.
It also has the deepest plugin ecosystem of the three for stitching together unusual requirements without custom code — subscriptions, bookings, wholesale pricing, multi-vendor.
Choose WooCommerce if: you already run WordPress content alongside the store, want full ownership of the code, and have (or are willing to pay for) ongoing maintenance.
Custom-Built: Best When the Store Is the Product
A custom build only earns its cost when your catalog, pricing logic, or checkout flow genuinely doesn't fit what off-the-shelf platforms assume. Configurable products, complex B2B pricing tiers, real-time inventory across multiple systems, or a checkout flow tied to internal software are the usual triggers.
Most businesses that ask for a custom store don't actually need one — they need a properly configured WooCommerce or Shopify setup. The signal that you genuinely do is a specific, named requirement neither platform can meet, not a general feeling that you want something unique.
Choose custom if: you have a named technical requirement that hosted and open-source platforms cannot meet, and the store's differentiation is itself a competitive advantage worth paying to protect.
What Actually Sells, Regardless of Platform
The platform is rarely why a store underperforms. In order of impact, these matter more than the software underneath them:
- Product photography — the single biggest visible quality signal on any product page
- Page speed — slow product pages lose sales before the copy is even read
- Checkout friction — every unnecessary field or forced account creation costs completions
- Clear shipping and return terms — ambiguity here is one of the most common reasons carts get abandoned
- Real reviews — visible, specific, and recent
A well-built store on any of the three platforms above, with these fundamentals right, will consistently outsell a poorly-executed store on the "better" platform.
Migration: The Question Nobody Asks Until Year Two
Before committing, ask what happens if you outgrow the platform. Shopify stores can be exported as data but rebuilt as design and functionality. WooCommerce stores can move hosts freely since you own the underlying files. Custom builds move only as easily as the original contract allows — check who owns the code before you sign anything.
Summary
Shopify buys speed and reliability at the cost of platform lock-in. WooCommerce buys ownership at the cost of ongoing maintenance responsibility. Custom buys exact fit at the cost of everything being your problem to solve. Most businesses are well served by the first two; the third is worth it only when a specific, named requirement demands it. Whichever you choose, the product photography, page speed and checkout experience will decide more of your sales than the platform logo.
If you want an honest read on which platform fits your catalog before you commit to one, get in touch.
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Frequently asked questions
Is Shopify or WooCommerce cheaper?
Shopify has a predictable monthly fee but apps and transaction fees add up. WooCommerce has no platform fee but requires ongoing maintenance and hosting. Total year-two cost is often similar; the difference is where the money goes.
Do I need a custom-built store?
Only if you have a specific, named requirement that Shopify and WooCommerce genuinely can't meet — complex B2B pricing, real-time multi-system inventory, or a checkout tied to internal software. Most businesses that ask for custom don't actually need it.
Can I switch platforms later if I outgrow one?
Shopify data can be exported but the design and functionality get rebuilt. WooCommerce sites move freely between hosts since you own the files outright. Custom builds move only as easily as your contract allows, so check code ownership before signing.
