Custom Store vs Shopify
Shopify built its business on ease-of-use. But ease-of-use isn't the same as optimal-for-growth. Here's when each option makes sense for your e-commerce business.
Custom E-Commerce Store
Pros
Zero transaction fees on every sale
Full control over design and conversion optimisation
Unlimited customisation for your unique business logic
No platform restrictions on products, variants, or countries
Faster performance = better conversion rates
Cons
Higher upfront development cost
Requires technical team or agency for maintenance
Shopify
Pros
Quick to launch
Built-in payment processing
Large app ecosystem
Familiar interface for store management
Cons
2%+ transaction fees eat margins at scale
Monthly app costs stack up quickly
Performance limited by Shopify's platform
Design customisation is constrained
You don't own the platform — Shopify changes its terms
The Honest Verdict
Shopify is great for getting started. Once you're doing meaningful revenue, the fees and limitations cost you more than a custom build would. Many clients switch to custom stores after hitting £/$ 10k/month.
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