Shopify’s fast facts
Our rating: 4.26 out of 5
Starting price: $5 per user, per month
Key features:
- Integrated point of sale (POS) and omnichannel sales — sync in-store and online inventory across social, marketplace, and B2B channels.
- Built-in CRO tools (abandoned-cart recovery, native email, and one-tap Shop Pay checkout).
- AI tools and virtual assistant (generate product copy, analyze sales data, and suggest next actions).
Shopify has been one of the most talked-about e-commerce platforms for over a decade, but does it still hold up in 2025? I’ve managed a small business on Shopify, tested its new AI features, built demo stores, and tracked its biannual product updates — and what I’ve always encountered is a platform that keeps evolving, with a clear focus on usability, innovation, and multichannel selling.
This review covers what Shopify actually does well, like its native sales tools, POS system, and mobile-first themes, and where you might run into limitations, including transaction fees and app dependencies. Whether you’re launching your first product line or scaling a multi-channel operation, my review of Shopify will help you figure out if it’s the right fit.
Featured Partners
Shopify’s pricing
Shopify offers a three-day free trial and follows it with a $1/month promotion for the first three months on its standard plans. From experience, that trial period is long enough to set up a working store, test different sales channels, and get a realistic view of whether Shopify fits your business needs.
| Plan | Monthly price | Staff accounts | Reports | Payment processing fees |
|---|---|---|---|---|
| Starter | $5 | N/A | Not included | 5% per transaction |
| Basic | $39 | 2 | Standard reports | 2.9% + 30¢ online 2.6% + 10¢ in person 2% extra with third-party gateway |
| Shopify (Grow) | $105 | 5 | Professional reports | 2.7% + 30¢ online 2.5% + 10¢ in person 1% extra with third-party gateway |
| Advanced | $399 | 15 | Custom reports | 2.5% + 30¢ online 2.4% + 10¢ in person 0.6% extra with third-party gateway |
| Shopify Plus | From $2,300** | Unlimited | Custom reports | Negotiated rates for high-volume transactions |
**Three-year contract.
Shopify pricing and plans have four tiers, and each includes access to the platform’s core features:
- A fast, secure checkout system
- Tools for selling across multiple channels (including social media and marketplaces)
- Built-in order and inventory management
- POS Lite for in-person sales
- Access to Shopify’s app store
- Standard analytics and reporting tools
Shopify Starter – $5/month
Best for: Sellers focused on social media or messaging-based sales
The Starter plan provides a basic storefront with product pages and checkout, plus tools for sharing links via social platforms, email, and messaging apps. It includes Shopify’s POS Lite for accepting in-person payments using a smartphone or card reader. There are no options for customizing a website theme, blogging, or using advanced marketing tools.
This plan works well for very small operations or creators selling a limited number of items through direct links. It’s not intended for building a full-fledged e-commerce site, but it works as a low-cost way to start testing demand.
Shopify Basic – $39/month (or $29/month billed annually)
Best for: Small businesses launching a full online store
This plan includes full access to Shopify’s online store builder with theme customization, two staff accounts, basic reporting, and POS Lite. It also supports international sales in up to three markets and offers up to 77% in shipping discounts with selected carriers.
It’s a practical starting point for any business ready to move beyond link-based selling. The features are sufficient for a standard online operation, but limited in team permissions and reporting depth.
Shopify (Grow) – $105/month (or $79/month billed annually)
Best for: Small teams or businesses expanding their operations
This plan builds on Basic with five additional staff accounts and access to professional-level reports. Payment processing rates are slightly lower, and all other features — global selling, POS Lite, and app integrations — remain the same.
The Grow plan is a logical upgrade if you have multiple team members handling fulfillment, marketing, or customer service. The improved reporting can also help track business performance more effectively over time.
Advanced Shopify – $399/month (or $299/month billed annually)
Best for: Higher-volume sellers with complex shipping or data needs
Advanced increases staff capacity to 15 users and introduces custom reporting tools. It also supports real-time third-party shipping rate calculations and allows merchants to add more international markets for an additional monthly fee.
This plan best suits businesses that rely on detailed sales and customer data or use third-party logistics providers. For many growing stores, though, the additional cost only makes sense if those specific features are needed.
Shopify Plus – Starting at $2,300/month (3-year commitment)
Best for: Large brands or B2B sellers requiring advanced functionality
Shopify Plus includes higher limits across the board — unlimited staff accounts, up to 200 inventory and POS Pro locations, and expanded global selling (up to 50 markets). It also unlocks B2B-specific features like wholesale pricing, custom catalogs, and account-based purchasing, along with API-level access and support for custom checkout logic.
This plan is geared toward enterprise businesses or those selling in both DTC and B2B channels. It offers flexibility and performance at scale, but the cost and required commitment make it impractical for smaller operations. If you want an in-depth comparison between Shopify’s basic and enterprise plans, read my comparison guide about Shopify vs Shopify Plus.
Shopify’s hardware
If you sell in person, even occasionally, POS hardware is just as important as your online store. For e-commerce merchants with physical locations, pop-ups, or event booths, the right card reader ensures that payments are fast, secure, and connected to your online inventory.
Shopify’s POS hardware is designed to sync directly with your Shopify store, helping you manage orders, track stock, and keep customer data consistent across channels. Below is a breakdown of Shopify’s card reader options available to US-based merchants.
| Tap & Chip Card Reader | Tap & Chip Card Reader with Dock | Shopify POS Terminal | |
|---|---|---|---|
 |  |  |
|
| Price (USD) | $49 | $89 | $349 |
| Recommended use case | Mobile businesses, events, or pop-up shops. | Stationary counters where the reader stays in place. | Full-time retail stores needing a dedicated checkout station. |
Shopify’s key features
When evaluating an e-commerce platform, I look at how it performs where it counts — an easy-to-use site builder, site customization, built-in and available sales tools, and day-to-day usability.
I have been testing and evaluating e-commerce platforms for over five years, and Shopify is my consistent top pick. It covers a lot of ground, but what really sets it apart are the built-in features that help streamline selling across multiple channels, automate tasks, and support growth without requiring a long list of add-ons. Here’s what stood out to me the most while building and managing Shopify stores.
Website builder and theme ecosystem
Shopify strikes a practical balance between ease of use and design flexibility. Its theme-based site builder uses a drag-and-drop interface that makes layout editing accessible even if you have no coding background.
Online Store 2.0 is its theme architecture, and you can easily customize product pages, collections, and even static pages using flexible content blocks — no developer required. That said, you still have full access to HTML, CSS, and Liquid if you need deeper control. I was easily able to configure a homepage and some collection pages when I was trying it out and building a Shopify store.
As of now, Shopify offers 13 free themes and over 200 paid themes starting at $100. All themes are mobile-first and come with multiple presets and layout variations. The default theme, Dawn, was built to showcase OS 2.0’s modular system, while newer free options like Refresh and Spotlight offer modern, conversion-focused layouts.
Compared to platforms like Wix (which has far more templates but less structure) or BigCommerce (whose free themes tend to vary only in colors and fonts), Shopify’s themes are designed for real store functionality, especially for product-heavy or fast-growing businesses. Squarespace’s site builder comes second when it comes to site builders, but still lags behind the ease of use of Shopify’s site builder.
Related: How to Set Up a Shopify Store in 10 Steps
Multichannel and marketplace selling
One of Shopify’s most valuable strengths is its built-in support for multichannel selling. From a single dashboard, you can list and manage products across major platforms like Amazon, eBay, Facebook, Instagram, TikTok, Google Shopping, Pinterest, and Walmart Marketplace. These integrations are available through Shopify’s own tools, like Shopify Marketplace Connect, without requiring third-party software or manual sync work. That means inventory, pricing, and orders stay aligned across all channels, reducing the risk of overselling or fulfillment delays.
This matters because most customers today don’t just shop on one site. According to industry data, more than 70% of online shoppers browse across platforms like social media and marketplaces before deciding where to buy. If you’re only selling through your own website, you’re missing a major piece of that traffic.
Shopify’s multichannel setup gives small businesses the kind of reach and control that used to require a full development team. It’s one of the clearest advantages Shopify has over platforms like Squarespace or WooCommerce, where similar functionality often depends on multiple plug-ins and manual oversight.
Mobile app for store management
Shopify’s mobile app allows merchants to manage orders, edit listings, process payments, and receive real-time alerts for sales or customer activity.
While many platforms offer mobile apps, Shopify’s app is consistently updated. It provides deeper functionality than tools like Square Online’s limited mobile backend or WooCommerce’s app, which often depends on extensions for full utility.
Built-in AI tools: Shopify Magic and Sidekick
Shopify has led the way in integrating AI into e-commerce platforms. Long before competitors began experimenting with third-party plug-ins or beta features, Shopify was rolling out native tools to help merchants streamline day-to-day operations. In 2023, it launched Shopify Magic, which brought AI-generated product descriptions, email templates, and content suggestions into the admin dashboard. What stood out to me was how seamlessly these tools fit into existing workflows — no extra apps or complicated setups needed.
By mid-2024, Shopify introduced Sidekick, an AI-powered assistant designed to answer store management questions, generate reports, and recommend optimizations based on your real-time store data. It’s like having an on-call strategist built into your backend.
Other e-commerce platforms have since then adopted AI into their systems, mostly with product descriptions (generative AI) and website building, but none have been able to produce a virtual AI assistant like Shopify.
Built-in sales and conversation tools
In my experience testing multiple e-commerce platforms, Shopify offers the most complete set of built-in sales and marketing tools right out of the box, especially starting from the Basic plan. You don’t need to cobble together a marketing stack or pay for third-party apps just to get essential tools like abandoned cart recovery, discount creation, or product bundling. It even has a built-in email marketing feature called Shopify Email.
This is a major advantage for small businesses that don’t have the time or budget to manage multiple systems. With platforms like WooCommerce, getting similar functionality usually involves installing and paying for several plugins and troubleshooting them when they don’t work together.
Plus, most e-commerce platforms offer these features at higher tiers. BigCommerce, for example, unlocks the abandoned cart saver at its second tier ($105/month). Squarespace has some native tools but still lacks the depth and automation that Shopify provides. Truly, the ability to handle key promotions, incentives, and checkout optimizations directly from the Shopify dashboard is one of the biggest time-savers I’ve seen for store owners trying to grow without relying on paid extensions.
Integrated POS and inventory syncing
Shopify’s point-of-sale system is built directly into the platform and included with all plans as POS Lite, with an optional upgrade to POS Pro for advanced retail features. This setup lets you sell in person — whether at a retail location, pop-up, or event — and automatically syncs your sales and inventory with your online store in real time. You can use Shopify’s own hardware to handle payments, returns, and customer data seamlessly across all channels.
For businesses that operate both online and offline, this built-in POS system eliminates the complexity that comes with syncing multiple sales systems. Platforms like Squarespace and even my second pick for e-commerce platforms, Big Commerce, rely on third-party POS apps to connect offline sales. Shopify’s all-in-one approach makes it easier for hybrid sellers to keep inventory accurate, simplify staff workflows, and deliver a consistent experience across every sales touchpoint.
Built-in payment processor
Shopify Payments is the platform’s built-in payment processor. It eliminates the need to connect a third-party gateway and avoids the extra transaction fees that Shopify charges when you use alternatives like PayPal or Stripe. You handle everything within the Shopify dashboard — no external logins or setup processes.
Compared to platforms like BigCommerce, which doesn’t charge additional fees but also doesn’t offer its own native payment solution, Shopify strikes a balance between convenience and integration. For small teams, having payments, payouts, and chargeback management all in one place is a time-saver.
Related: The 4 Best Ecommerce Payment Solutions
Extensive app marketplace
Out of all the e-commerce platforms I have tried and tested, Shopify has the most extensive third-party integrations available. Shopify’s App Store offers nearly 8,000 integrations (as of this writing) across categories like marketing, product sourcing, accounting, and fulfillment.
What I like about this feature is that you can extend your store’s functionality without hiring a developer, whether you’re offering subscriptions or connecting with shipping carriers. It’s worth noting that WooCommerce also has a large plugin ecosystem, but it often requires more manual configuration and technical knowledge. Shopify’s apps are generally easier to install and maintain, especially for non-technical users.
24/7 customer support
Shopify provides around-the-clock support through live chat, email, and call-back phone service. I’ve used their live chat multiple times while managing a store and typically received a response in under five minutes. Shopify’s customer support is also highly rated on third-party review websites, so I am sure the quality of service I get is not a fluke.
In contrast, some platforms like Squarespace only offer live support during limited hours. Having real-time help, especially when your store is live and facing an issue, can make a real difference in how quickly you recover from bugs, checkout issues, or configuration errors.
Shopify pros
- Robust AI suite that saves time: Sidekick and Shopify Magic help small teams automate product descriptions, image creation, and basic analytics — especially useful for SMBs with limited bandwidth.
- Scales with your business: From a $5 Starter plan to enterprise-grade Shopify Plus, you can grow without switching platforms or migrating data.
- Fast, conversion-optimized themes: Many Shopify themes load in under 1.2 seconds, which improves user experience and can boost conversion rates — key for both DTC and B2B buyers.
- Integrated POS system: Shopify’s native POS makes it easy for brick-and-mortar businesses wanting to add a sales channel and ecommerce businesses doing in-person selling to sync inventory, track sales, and manage staff from a single system.
- B2B selling features on Plus: Shopify Plus offers native B2B capabilities like custom catalogs, company accounts, and net payment terms, eliminating the need for multiple platforms.
Shopify cons
- Extra transaction fees for third-party gateways: If you don’t use Shopify Payments, you’ll pay 0.5% to 2% in additional fees. This adds up for high-volume or B2B transactions.
- Advanced features locked behind higher tiers: Reporting tools, B2B capabilities, and lower fees are only available on higher plans, making it more expensive for scaling businesses.
- Heavy reliance on paid apps: While the app store is robust, many features (like advanced filtering, custom fields, or CRM tools) require third-party subscriptions, which can increase monthly costs.
- Limited product variant options out of the box: SMBs or B2Bs with complex SKUs may run into limits (100 variants, 3 options) without custom development or app workarounds.
Alternatives to Shopify
| Shopify | BigCommerce | Square Online | WooCommerce | |
|---|---|---|---|---|
| Our rating (out of 5) | $4 | 4.13 | 3.62 | 3.36 |
| Starting price (per month) | $5 | $39 | Forever-free | Forever-free |
| Transaction fees | 0.5%–2% | None | None; exclusive to Square Payments | Depends on chosen processor |
| POS integration | Native | Via integration | Native | Via plugin |
| B2B selling tools | Yes, on higher tiers | Yes, on higher tiers | Limited; no dedicated B2B features; basic workarounds only. | Fully customizable |
| AI and automation tools | Native - Shopify Magic and Sidekick | No native AI; automation depends on third-party apps. | Basic automation for inventory and orders; no advanced AI. | No native AI; uses plugins or third-party tools. |
BigCommerce
BigCommerce is a strong alternative to Shopify if you want built-in functionality without relying heavily on third-party apps. Unlike Shopify, BigCommerce includes advanced features like real-time shipping quotes, customer groups for B2B pricing, and up to 600 product variants — all without needing upgrades or paid add-ons. It also doesn’t charge extra transaction fees, even if you use a third-party payment processor, which can help merchants with tight margins or high sales volumes keep costs down.
Square Online
Square Online is ideal for brick-and-mortar retailers or restaurants that prioritize in-person selling. It offers seamless POS integration out of the box and syncs automatically with your Square terminal. Square’s free plan also makes it easier for small businesses to start selling online without upfront costs — an area where Shopify’s trial and entry pricing are more limited. It’s a solid pick if you’re already using the Square ecosystem and want a quick online expansion with minimal setup.
WooCommerce
WooCommerce is best for sellers who want complete control over every aspect of their store. As a WordPress plugin, it offers unmatched flexibility and open-source customization — something Shopify doesn’t offer unless you’re on its enterprise-level Plus plan. WooCommerce also has no platform fees and supports thousands of plugins, giving you more freedom to shape the shopping experience. Just be ready for a steeper learning curve and more hands-on management compared to Shopify’s all-in-one dashboard.
Read also:
- 8 Best E-Commerce Platforms For Your Business
- Shopify vs. Squarespace: Which Platform Suits Your Business?
Methodology
To evaluate Shopify, I used a structured review system based on hands-on experience and real-world use.
Hands-on experience: I am the Shopify manager for a small business that sells paper goods, so I use the platform daily. I also built a demo store from scratch to test its setup flow, customization options, and sales features as a new user would.
Feature testing and updates: Since 2021, I have been closely monitoring Shopify’s twice-a-year update releases and testing all major new features as much as I can, including the most recent AI-powered tools like Sidekick and Magic. I also take note of POS improvements and changes in the subscription plan lineup.
Scoring system: I evaluated Shopify using a rubric I developed that scored performance based on 41 data points across six key categories:
- Pricing and payments (10%) – Value for money, credit card rates, transaction fees
- Site builder and maintenance (25%) – Theme customization, SEO tools, security
- Sales and product features (25%) – Product bundling, omnichannel tools, inventory
- Integrations and scalability (10%) – App store, APIs, B2B support
- Ease of use (15%) – Setup process, dashboard navigation, customer support
- User sentiment (15%) – Third-party review site scores and Shopify Community feedback
This hands-on, criteria-based approach ensured that my review reflects how Shopify performs not just on paper, but in daily use — especially for small retailers and growing B2B sellers.
