If you're setting up (or rebuilding) an online store, three routes dominate: Shopify, WooCommerce, or a custom build. They suit very different businesses, and the fees that separate them aren't always obvious upfront. Here's the honest comparison.
The three routes
- Shopify — a hosted platform. You pay monthly, they handle hosting, security and updates. Fast to launch, opinionated.
- WooCommerce — a plugin that turns WordPress into a shop. More flexible, you (or someone) manage the hosting and maintenance.
- Custom — a store built to your exact needs. Most control, biggest upfront cost.
The real cost comparison
The sticker price isn't the whole story.
Shopify: Predictable monthly fee, but watch transaction fees if you don't use Shopify Payments, plus paid apps for anything beyond the basics. Those add up as you grow.
WooCommerce: The plugin is free, but you pay for hosting, a theme, plugins, and someone to keep it updated and secure. "Free" isn't free.
Custom: Higher upfront, but no per-sale platform tax and no feature you can't have. It pays off at volume or when your product logic is unusual. My guide to ecommerce website cost breaks the numbers down.
When you outgrow each
- Shopify starts to chafe when you need product or pricing logic it doesn't support, or the app/transaction fees stack up at scale.
- WooCommerce struggles when traffic grows and the site gets slow, or the plugin sprawl becomes fragile.
- Custom is rarely "outgrown" — but it's overkill for a simple catalogue you could run on Shopify tomorrow.
The honest recommendation
- Just want to sell, standard products, soon? Shopify.
- Already on WordPress, want flexibility, have someone to maintain it? WooCommerce.
- Unusual products/pricing, high volume, or the platform fees are hurting? That's when custom earns its keep.
There's no shame in starting on Shopify and moving to custom later when the numbers justify it — plenty of good businesses do exactly that.
I build both custom stores and tailored Shopify setups — see my ecommerce & retail page. If you're not sure which route fits your products and margins, book a free call and I'll give you a straight answer.