If you’re searching for the best ecommerce platform for your online store, you’ve no doubt run across the names Shopify and WordPress. Each of these top-rated website platforms caters a wide variety of budding entrepreneurs. With them, you can build a website to sell all types of goods, plus manage products, orders, customer data, and more.
While you can create an ecommerce website using both platforms, that’s where the similarities end. How you get there differs greatly on each. In fact, the Shopify vs. WordPress matchup is more akin to comparing a race car to an SUV. Both vehicles will go the distance, but they’re very different when you look under the hood.
Before we dive into some interesting particulars on how these platforms differ, here’s a quick look at who each platform is geared for, what each does best, and some drawbacks to consider.
Shopify is what’s known as a “dedicated ecommerce platform,” which means its focus is supporting your online sales. Everything about the Shopify platform is designed to help businesses efficiently run an ecommerce business.
Shopify helps startups and small businesses quickly build, launch, and run an ecommerce store with minimal effort. Every tool that you need to sell on Shopify is built into the platform, including:
Since your website “lives” on Shopify’s ecommerce platform, you’ll always be stuck with a few things, such as Shopify’s monthly and per transaction fees, weak blogging features, and other limitations of the platform.
WordPress is a content management platform that can be turned into any type of website. You can build an online storefront like a Shopify ecommerce website—or you can create any kind of website that you can dream up. You can craft a news and media website, influencer blog, educational portal, and much more—then add a variety of online sales capabilities using an ecommerce plugin for WordPress.
Versatility is the hallmark of the WordPress platform. On its own, WordPress lets you build a content-based website made up of pages, images, videos, and blog posts. You can expand this using various “plugins” that add all kinds of functionality—including ecommerce features—to any WordPress website.
Here are just a few of the many things you can do when you pair WordPress with an ecommerce plugin:
Did you notice that some of Shopify’s highlights, such as a quick-start website, built-in payments, in-person sales, and marketplace and social selling didn’t make this list? It’s not because these features aren’t available on WordPress—they are available. However, unlike Shopify, they aren’t built into every WordPress ecommerce plugin. You need one that delivers the sales features you need, and finding the perfect solution can take some work.
The versatility that is WordPress’s strength also makes it a more challenging platform to set up and maintain, especially compared to Shopify. Here are some things to consider when comparing Shopify vs. WordPress for your business needs:
In this quick look at the Shopify vs. WordPress showdown, Shopify is the clear winner for ease of use, while WordPress blows the doors off of Shopify for versatility in making any type of website you can dream up. However, there are other considerations that might sway you to one platform or the other.
We covered major elements, like pricing, security, ease of use, and support in the overview above, so we won’t repeat those details here. Instead, we’ll drill into other elements of the Shopify vs. WordPress matchup to help you decide which platform best fills your business’s current and future sales needs.
WordPress is the clear winner in this round. While Shopify offers a variety of store themes, the options pale in comparison to the WordPress theme universe. There are thousands of ready-to-go free and low-cost WordPress ecommerce store themes, versus Shopify’s hundreds.
Best of all, most WordPress themes can be customized without any coding knowledge using various WordPress page builders like Beaver Builder, Elementor, and Divi. However, learning how the WordPress dashboard and theme setup tools work can take some time.
Can you dream it? You can do it in WordPress and add ecommerce features to any look. Image source: Blue Coffee Roasters built on WordPress with the WooCommerce plugin
Once you’re comfortable in the WordPress environment, you’ll enjoy far more control over your website’s home page design, header, menus, store pages, and blog layouts. Plus you can add slider and hero elements, grid pages, and video elements anywhere you like within most WordPress online store themes.
Shopify gives you custom options within its theme setting, but to match the control you get with WordPress, you need coding expertise. So, to make a truly customized Shopify website, you’ll probably need to hire a pro, which can be costly.
Shopify’s free themes are a clean and modern starting point, or you can choose from hundreds of custom-designed themes starting at about $140. Image source: Shopify.
When it comes to merchant services, both platforms let you take payments online and you can choose from many different payment processing solutions on each. Since both support a wide variety of payment gateways, this round can be considered a tie. However, Shopify has some added fees that might cause you to throw in the towel.
Of the two platforms, only Shopify adds a per transaction fee if you don’t use their built-in payment processing solution, Shopify Payments. You can use your own merchant account or offer PayPal on Shopify, but you’ll incur an added fee based on your Shopify Plan:
If you don’t use Shopify Payments, Shopify charges 2%, 1%, or 0.5% of every sale, based on your monthly plan, so you should figure in this cost when considering Shopify. Image source: Shopify.
Shopify does this because they want you to use their in-house Shopify Payments service. On the plus side, it’s convenient and competitively priced when compared to PayPal, Stripe, and similar all-in-one payment solutions. The downside is you’re basically “fined” for not using their built-in payment service.
On WordPress, your payment gateway options depend on your plugin. For example, the Simple PayPal Shopping Cart is made to work with PayPal; WP EasyCart supports Stripe, PayPal, Square, and many others; and you get over 100 payment gateway choices with WooCommerce.
More importantly, unlike Shopify, none of these WordPress ecommerce plugins charge added per transaction fees. Your only payment-related fees are those charged by your online payment processor.
Both platforms support multichannel sales, but Shopify is the winner by knockout since it makes it very easy to sell everywhere. You get built-in integrations with Facebook Shop, Instagram, Amazon, and eBay on every plan level on Shopify, so you can sell products on some or all of these channels and manage everything in your Shopify dashboard.
Multichannel sales on WordPress depend on the ecommerce plugin that you’re using. For example, the top-rated WooCommerce plugin supports marketplace and social sales integrations, but only with add-on extensions. Some of these extensions are free, but others have annual fees. Basic cart plugins, like the Simple PayPal Shopping Cart, don’t support multichannel sales. So, like many things on WordPress, you can make multichannel sales happen, but you have to use the right plugin to get it done.
Overall, Shopify wins this round. Its back-end management system is clearly built for small business convenience. You can automate many order processing tasks such as shipping label printing and order routing for dropship, print-on-demand, and external fulfillment orders. You can also update and unify inventory counts across all sales channels and track performance on various reports, depending on your plan.
Shopify also gives you a mobile app and built-in virtual assistant so you can check orders, store and inventory status, and stay in touch with customers on the go. Shopify’s store management tools deliver practically everything that a small business needs to stay on top of its sales, customers, and inventory.
In terms of back-end business management, even the most popular WordPress plugin, WooCommerce, can’t match everything that Shopify delivers. That said, WooCommerce powers nearly one-third of all online stores and offers plenty of built-in tools including shipping label printing, inventory tracking, and order routing. You also get a free mobile WooCommerce app for on-the-go store management.
Like other elements of WordPress, you can customize your store management with full-featured plugins like WooCommerce and WP EasyCart, but it might take a few add-ons or third-party plugins to get everything right. Lighter-weight cart plugins have few back-end management tools since they’re not geared for volume sellers.
WordPress wins this round since it easily supports brands looking to monetize their website in many ways. In this competitive online environment, small businesses are aggressively exploring multiple income streams beyond just product sales. For these sellers, WordPress is an ideal fit.
Direct product sales, dropshipping, and digital goods are the most common ecommerce-focused income streams. However, there are many ways to capitalize on your website audience, boost your cash flow, and extend your brand beyond product sales—and content-rich WordPress websites are the perfect vehicle.
For example, if you create compelling content around your brand, like how-to videos or instructional guides, you can sell subscription or membership access. Or, you can sell instructional online courses and deliver these alongside your standard product sales.
Many successful online brands have no physical sales at all. Personal and productivity coaches, various how-to experts, and popular influencers make a living with online goods like monetized articles, member videos or courses, and downloadable digital files.
Publishing informative, share-worthy articles is another building block for both online sales and multiple income streams. Quality articles and blog content help your ecommerce store’s SEO, are useful for social media marketing, and are easy to monetize through affiliate marketing. This is a great way to add sales-boosting content to your website, plus earn commissions by featuring goods that you don’t sell yourself. In fact, many successful sellers use affiliate marketing to test demand for new products before investing in stock.
If your online business plan includes expansion into various income streams, you should seriously consider the no-holds-barred versatility of a WordPress ecommerce store. You can add memberships, online courses, and digital sales capabilities to Shopify using various add-on apps. However, WordPress gives you more options and greater control over these elements, generally at a lower cost, too.
In the Shopify vs. WordPress showdown, Shopify is the winner for sales-focused businesses who want an easy-to-use, full-featured, and relatively automated ecommerce solution. Its intuitive interface, multichannel integrations, and robust business management tools let you focus on building a sales-based business, rather than managing a website.
In contrast, WordPress takes far more getting used to, incorporates many moving parts to get the job done, and requires ongoing upkeep.
However, WordPress is the hands-down champion when it comes to versatility. If you want the freedom to take an ecommerce website in any direction—like a sales-enabled news and media outlet, influencer blog, educational portal, affiliate site, or standalone storefront—you can make it happen with WordPress and an ecommerce plugin.
Krista Fabregas is a contributing writer for Fundera.
Krista is an ecommerce pro sharing more than 20 years of hands-on experience with those looking to grow online businesses. Her expertise covers every facet of ecommerce as well as online lead generation, affiliate income, and content marketing.
Krista has held senior positions at NASA, a Fortune 100 company, and several startups. She has been featured in Forbes, NBC, Newsweek, U.S. News & World Report, and other top publications.