Comparison
Shopify or a custom shop: selling online without getting it wrong
A platform like Shopify lets you open a shop quickly. A custom shop meets more specific needs. Here is how to choose, based on what you sell and how you sell it.
Why the question comes up
Shopify is one of the most widely used e-commerce platforms. It works on a subscription, offers themes and a large catalogue of apps to add features. For many shop owners, it is an excellent starting point.
The case for a custom shop arises when it has to fit a particular way of selling: configurable products, click and collect, customer-specific pricing, a link with existing stock or software. Or when the apps pile up and you are no longer quite sure what you are paying for. The product names mentioned are trademarks of their respective owners, cited as examples only, with no partnership or connection with us.
The options
A platform like Shopify · A custom online shop
A platform like Shopify
An online shop hosted by the platform, with a subscription, themes and apps.
Pros
- Quick to open, with no development.
- Payments, orders and shipping handled by proven features.
- A wide choice of apps to add features.
- Hosting, security and updates managed by the platform.
- A large community and many providers who know it.
Limits
- The fees add up: subscription, apps, sometimes fees on sales.
- Specific needs depend on the apps available.
- Your shop lives on the platform: leaving means rebuilding it.
- Data export exists, but not always with the full history.
The right choice if : Shop owners who sell standard products and want to start selling online quickly, managing their shop themselves.
A custom online shop
A shop built for your catalogue and your way of selling, then maintained by a provider.
Pros
- A buying journey suited to your products and your customers.
- Possible links with your stock, your till or your software.
- No stack of paid apps for simple needs.
- With us, the shop, the customer data and the logins are yours.
Limits
- Build time before you can open.
- A higher upfront cost than opening on a platform.
- Fewer apps ready to plug in with one click.
- New features go through the provider, on a quote.
The right choice if : Shop owners and producers with a particular way of selling, or a catalogue tied to existing tools.
The criteria side by side
| Criterion | A platform like Shopify | A custom online shop |
|---|---|---|
| Time to open | Short | After it is built |
| Upfront cost | Low | Higher, price agreed in writing first |
| Cost over time | Subscription, apps, fees | Monthly maintenance, developments quoted |
| Day-to-day independence | High | You manage products and orders |
| Customisation | Themes and apps | Tailored to your needs |
| Data ownership | On the platform, exportable | Held by you |
When we are not the right choice
If you sell simple products, want to test selling online or need to open very quickly, a platform like Shopify is often the best choice. Building a custom shop would not make you sell more.
The same applies if you rely heavily on ready-made marketing features, or if you want to manage everything yourself, design included. And if your shop on a platform is working well, keep it: we can instead help you automate what happens around it, such as emails or follow-ups.
How to decide
Describe your ideal sales journey, from choosing the product to delivery or collection. If a platform and a few apps cover it, start there. If every step needs one more app or a workaround, a custom shop is worth considering.
Compare the total cost over several years, not just the starting subscription, and check what you take with you if you change your mind. Our guides on opening an online shop and what it costs help you prepare this decision.
Frequently asked questions
Can I move from Shopify to a custom shop?
Yes. We carry over your products and customers from the export, then rebuild the shop. Allow for a transition period.
Does a custom shop accept card payments?
Yes, through a recognised payment provider. We never store card data.
Will I be able to add my products myself?
Yes, you manage your products and orders. Small changes to text and photos are included in the monthly fee.
Who owns the customer data?
You do, as with the shop and the logins. If you leave, they leave with you.
How much does a custom shop cost?
Our starting price is on the pricing page, and our guide on the price of an online shop explains what makes it vary. The exact price is set out in writing before we start.
Further reading
- Websites and online shopsOnline shopFor shop owners, producers and makers who sell products: a clear catalogue, online payment, and orders you prepare at your own pace, for collection in store or delivery.
- GuidesOpening an online shop as an independent retailer: where to startYour customers ask whether they can order remotely, your competitors already sell online, and you are wondering whether it is for you. Opening an online shop does not mean reinventing everything. For a shop owner, the key is to start simply, with a catalogue you can manage and a routine that fits into your day.
- GuidesHow much does an online shop cost?Selling online looks simple in the adverts: a few clicks and your shop is ready. In practice, the cost of an online shop depends on your catalogue, how you take payment and deliver, and how much of the work you want to hand over. This guide helps you read a quote and plan for the costs that come back every month.
Let’s talk about the way you sell
During the free first call, we look at your catalogue. If a platform is enough for you, we will say so.
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