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Over the years, ecommerce platforms have proliferated to the point that you'll run out of fingers trying to count them. Finding the best ecommerce platform is, therefore, quite hard.

And, not every platform is great for every type of business. Your needs dictate the platform you end up choosing.

You want something at the right price point for your budget, of course. But it also needs to be customizable, scalable, user-friendly, secure, mobile-optimized, and easy to use. It should include several functionalities like product management, inventory management, order management, page design, checkout customization, and so much more.

You want to find the right mix of features that fit your specific needs. Luckily, I'm here to help. With my experience using ecommerce platforms, I've assembled a list of the best platforms for all types of ecommerce brands.

I highlight what functions each platform is best for, and detail what's so great about it (as well as its pros and cons). You'll find the right ecommerce platform in no time.

Why Trust Our Ecommerce Platform Reviews

We’ve been testing and reviewing ecommerce software since 2022. As marketers ourselves, we know how critical, and difficult it is to make the right decision when selecting software.

We invest in deep research to help our audience make better software purchasing decisions. We’ve tested more than 2,000 tools for different ecommerce use cases and written over 1,000 comprehensive software reviews. Learn how we stay transparent & our review methodology.

The Best Ecommerce Platforms Comparison Chart

This comparison chart summarizes basic details about each of my top ecommerce platform selections. You can view pricing details and the availability of free trials or demos side-by-side.

Tools Price
Subbly From $19 /month
Wix eCommerce From $16/month.
Ecwid by Lightspeed From $19/month
Adobe Commerce Pricing available upon request.
Shopify From $29/month (billed annually)
Sana Commerce Cloud Pricing upon request
Volusion From $31.50/month.
Elastic Path Commerce Cloud Pricing upon request
Shift4Shop From $29/month
WooCommerce Free to use.
Preview Image - <h2 class="c-block__title b-summary-table__title c-listicle__title h3" > Compare Software Specs Side by Side</h2>

Compare Software Specs Side by Side

Use our comparison chart to review and evaluate software specs side-by-side.

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How to Choose an Ecommerce Platform

With so many different ecommerce platforms available, it can be challenging to make decisions on what ecommerce platform is going to be the best fit for your needs.

As you're shortlisting, trialing, and selecting ecommerce platforms, consider:

  • What you want to use it to do - Start by identifying the ecommerce platform feature gap you're trying to fill to clarify the features and functionality the ecommerce platform needs to provide.
  • Who will need to use it - To evaluate cost and requirements, consider who'll be using the software and how many licenses you'll need. You'll need to evaluate if it'll just be ecommerce professionals, or the whole organization that will require access. When that's clear, it's worth considering if you're prioritizing ease of use for all, or speed for your ecommerce platform power users.
  • What other tools it needs to work with - Clarify what tools you're replacing, what tools are staying, and the tools you'll need to integrate with, such as accounting, CRM, or project management software. You'll need to decide if the tools will need to integrate together, or alternatively, if you can replace multiple tools with one consolidated ecommerce platform.
  • What outcomes are important - Consider the result that the software needs to deliver to be considered a success. Consider what capability you want to gain, or what you want to improve, and how you will be measuring success. For example, an outcome could be the ability to get greater visibility into performance. You could compare ecommerce platform features until you’re blue in the face but if you aren’t thinking about the outcomes you want to drive, you could be wasting a lot of valuable time.
  • How it would work within your organization - Consider the software selection alongside your workflows and delivery methodology. Evaluate what's working well, and the areas that are causing issues that need to be addressed. Remember every business is different—don’t assume that because a tool is popular that it'll work in your organization.

Best Ecommerce Platform Reviews

I summarized each platform’s main selling points below. I focused on evaluating features like site building and adding product libraries that are essential for getting an ecommerce store up and running.

Best for subscription-based ecommerce models

  • 14-day free trial
  • From $19 /month
Visit Website
Rating: 4.8/5

Subbly is a subscription eCommerce platform that's designed to help businesses set up and manage their subscription box services. It's a pretty nifty tool if you're looking to start a subscription box business or if you already have one and want to streamline your operations.

Why I picked Subbly: Well, this is an eCommerce platform that was specifically tailored for subscription businesses. There are plenty of eCommerce platforms out there, but not all of them are geared towards subscription models. Subbly, on the other hand, is built for this purpose. It's got all the features you need to manage a subscription box business, from setting up an online store to managing your subscribers and processing payments.

Another thing I like about this platform is the low reliance on plugins. Usually, you need a plugin to have subscription billing, membership, automations, and upsells in your CMS. With over a hundred features, Subbly has what you need to run your subscription business from one place.

Subbly Standout Features & Integrations

Features that standout include its user-friendly interface with which, even if you're not tech-savvy, you'll be able to navigate around the platform with ease. It also has a customizable checkout process. I can tailor the checkout experience to match a brand and make it as smooth as possible for customers. Last but not least, the automated billing feature. It's a lifesaver for managing recurring payments.

Integrations include HotJar, Twilio, Pirate Ship, Shipstation, Drip, Google Analytics, Google Tag Manager, Intercom, and Klaviyo. You can also set up an integration with Zapier to connect to thousands of additional apps (requires a paid subscription with Zapier).

Pros and cons


  • CSV exports available
  • Integrations with popular shipping platforms
  • No plugins for most features


  • Automations only available in premium plans
  • No multi-lang in the Lite plan

Best for non-technical users

  • Free demo available.
  • From $16/month.

Wix is an ecommerce platform perfect for beginners to build a website and start uploading a product catalog. It offers a user-friendly interface and plenty of pre-built templates that simplify designing and customizing an online store, managing inventory, processing payments, and integrating with shipping companies.

Why I picked Wix eCommerce: Wix can create all sorts of websites but for our purposes here I've focused on their ecommerce capabilties, which are great for those just starting out. Wix makes it extra easy to build your site and start selling without knowing how to code. Their website templates can be quickly customized to fit your brand colors and add your logo. For those of you in a real hurry, their ADI builder uses AI to create your site for you after answering a few simple questions. Additionally, their websites are mobile optimzed so your customers can shop on any device.

Wix tends to work better with smaller inventories, making it a great choice for small businesses or brand new stores. Like many website builders, Wix offers a series of plug-ins for increased functionality (like shipping and POS solutions). Built-in features include inventory management, basic marketing tools, SEO optimization, gift card generation, and store anayltics.

Wix eCommerce Standout Features and Integrations

Features that make Wix eCommerce worth checking out include their AI-generating website tool and access to 500+ designer-made templates (some with additional costs) to get a store put together and running fast, even if you are a beginner in this space. Custom functionality with APIs means you can plug in virtually any other software (think: abandoned cart recovery, advanced omnichannel marketing, and sales lead management) so long as you have the technical knowledge to do so

Integrations include 123FormBuilder, AdScale, AfterShip, Cart2Cart, Dropbox, EasyShip, Eventbrite, Google Drive, Importify, JivoChat, Klaviyo, Mailchimp, Meta for Business, Privy, SoundCloud, and others.

Pros and cons


  • Free media library
  • Straightforward payment gateway setup
  • Easy to understand user interface


  • Cannot switch templates once set
  • Stock alerts not built into the platform

Best for social media selling

  • Free plan available
  • From $19/month
Visit Website
Rating: 4.7/5

Ecwid is an ecommerce platform designed to help you sell products, services, digital goods, or subscriptions. Ecwid lets you build an online store and sell up to 5 products free of charge, making it great for subscription-based businesses or SaaS companies that might only have 3-5 products to list.

Why I picked Ecwid: As I mentioned above, Ecwid will let you build an online store plus list and sell up to 5 products for free. This makes it great for stores that may only have a few things to sell in the first place, like a 3-tiered SaaS product, for example. The free plan also comes with a mobile responsive shopping cart, connection to Google, Facebook, Pinterest, and Snapchat advertising, plus a selection of free website templates.

They also let you sell directly on sites like Instagram and Facebook, a technique called 'social commerce' that lets you connect your store to social media platforms using the built-in shopping tools each provides. This means that your social media followers can see images, ads, or videos and be directed to product pages with a click. It can also be a great tool for targeting and retargeting ads.

Ecwid Standout Features and Integrations

Features that make them worthy of a place on this list include omnichannel selling across every platform you can imagine (Facebook, Google, Amazon, ShopApp) and 50+ marketing app integrations like Google Tag Manager, Intercom, and HelpfulCrowd. One thing to be mindful of is that many of their integrations cost extra. However, you may save those costs in shipping fees, as Ecwid offers group Discount Shipping Labels for USPS.

Integrations are extensive and include Intercom, Pinterest, Printful, SUP Dropshipping, Google Shopping, Affiliately, EasyAds, Outfy, Popconverts, and TaxJar. Many others are available by connecting a paid Zapier account. 

Pros and cons


  • No setup or transaction fees
  • Multi-channel selling
  • Free plan available


  • Phone support locked to highest plans
  • Limited customization options

Best for data-driven companies

  • Free demo
  • Pricing available upon request.
Visit Website
Rating: 4.5/5

Adobe Commerce is an ecommerce platform perfect for experienced Adobe users, who can integrate Commerce with other programs like InDesign, Dreamweaver, and Adobe Marketing Cloud. Being a platform designed for big businesses and experienced users, Adobe Commerce includes a robust reporting and analytics suite with detailed revenue summaries, data warehouse management, and unlimited dashboards.

Why I picked Adobe Commerce: Adobe Commerce, formerly known as Magento Commerce, is a powerful ecommerce platform that is well-suited for data-driven online businesses. One of the key strengths of Adobe Commerce is its robust analytics and reporting capabilities. With built-in tools for data analysis and visualization, businesses can gain valuable insights into customer behavior, sales trends, and revenue KPIs. You'll have access to an easy-to-use report builder and full-stack, automated data replication technology to pull together your product and sales data from every channel into a single, unified platform.

Additionally, Adobe Commerce offers a wide range of customization options, enabling businesses to tailor the platform to their specific needs and integrate with other data systems. With its focus on data-driven decision-making and flexibility, Adobe Commerce is a top choice for online businesses that require a sophisticated, scalable ecommerce solution.

Adobe Commerce Standout Features and Integrations

Features you may love—outside of the analytics suite already covered above—include their ability to handle multi-brand companies with diverse product catalogs (even if you cover vastly different audiences, like B2B vs B2C) as well as their built-in PWA Studio for building and launching progressive web apps for your online store(s). PWA Studio will walk you through building selling apps with performance optimization and responsive design in mind. You can tackle apps for desktop, tablet, and smartphone.

Integrations include EasyShip, eDesk, Facebook Business, Google Shopping, LiveHelp, Mailchimp, Quickbooks, SendCloud, Stripe, and others.

Pros and cons


  • Easily connect to other Adobe tools
  • Robust business intelligence suite
  • Stable and secure platform


  • Customization is complex
  • High learning curve

Best for a range of integrations

  • 3 days free trial
  • From $29/month (billed annually)
Visit Website
Rating: 4.4/5

Shopify is a popular ecommerce platform that allows individuals and businesses to create and operate an online store without coding know-how. Shopify also offers a range of add-ons and third-party integrations to further customize and enhance a store's functionality.

Why I picked Shopify: With the benefit of being a household name, Shopify tends to have unmatched native integration with other platforms and apps. Shopify already allows you to manage sales, fulfill orders, and deliver products from a centralized view—hundreds of native and external integrations mean you can increase the functionality of the platform in almost any way you can imagine. Add a conversational AI chatbot, live-record shopper sessions on your site to troubleshoot dropped sales, or even build out loyalty rewards/VIP programs with ease.

Shopify does all this while remaining ridiculously easy to use. Most integrations are 'click to use,' with Shopify's backend technology doing all the heavy lifting of connecting to different software and services automatically. Although many integrations cost extra, Shopify makes for a great choice for those who want to create a completely customized ecommerce experience with no coding burden on the site owner.

Shopify Standout Features and Integrations

Features that make Shopify shine include the ability to customize your orders dashboard to show all the metrics that matter to you, including drill-down analytics for a particular product, product group, or shopping channel. Shopify’s 3PL makes it easy to scale, and their Flow workflow tool makes it easy to automate repetitive tasks and bulk actions. With Shopify, you can move, monitor, and manage inventory, and also scan and count items with their mobile app. Additional features like self-serve returns, easy refunds, and discounted return labels make shipping and fulfillment easier to handle.

Integrations include Facebook, Instagram, Google, Tumblr, Pinterest, Google Analytics, Walmart, Skubana, EzySlips, Shipping & Returns, Xero Kissmetrics, Wish Marketplace, Newegg Marketplace, Tophatter, Heyday, PageFly, and hundreds more.

Pros and cons


  • User-friendly platform
  • In-depth inventory management
  • Multiple customizable templates + themes


  • Some plugins cost extra
  • Monthly fee + transaction fees can add up

Best ecommerce platform for B2B sales

  • Free demo available
  • Pricing upon request
Visit Website
Rating: 4.4/5

Sana Commerce Cloud is an ecommerce platform that’s specifically designed for B2B sales. It allows businesses to create online stores that are fully connected to their back-office operations (ERP), providing real-time inventory, pricing, and product information across all channels. 

Why I picked Sana Commerce Cloud: There’s no reason that B2B user interfaces should feel any different from B2C. Consumers are now accustomed to certain actions when purchasing online, and Sana Commerce Cloud bridges the gap with features like custom product recommendations and simple reordering processes. Enterprise resource planning features help your customers understand what’s available in real-time. 

Sana Commerce Cloud is a great fit for medium to large businesses. You can create multiple region-specific web stores to speak specifically to each of the markets you enter as you grow, and the ERP integrations help with transparency and self-serve functionality. 

Sana Commerce Cloud Standout Features and Integrations

Features that stood out to me include a streamlined ordering process optimized for B2B buying, which includes tools for bulk ordering, saved shopping lists, and customizable product configurations. Additionally, Sana Commerce Cloud supports multiple languages, which is particularly important for B2B businesses that operate globally. However, it doesn't skimp on the things all online shoppers have come to expect, like mobile-optimized shopping experiences.

Integrations include, Avalara, Buckaroo, dotdigital, FedEx Ship Manager, Mailchimp, Microsoft Dynamics 365, Opayo, SAP ERP, Worldpay, and other options.

Pros and cons


  • Extensive SEO tools
  • Reliable and stable UI
  • Fantastic training materials


  • Could use more reporting options
  • Few design themes

Best customer service

  • 14-day free trial
  • From $31.50/month.
Visit Website
Rating: 3.3/5

Volusion is a cloud-based ecommerce platform that allows businesses to create online stores with customizable designs and features. The platform also offers marketing and SEO tools, as well as integrations with popular third-party apps and services.

Why I picked Volusion: No matter what subscription plan you settle on, Volusion offers an accessible and friendly customer service team that does everything from employing web developers to help customize your site to addressing your questions at any time of day or night. Volusion provides 24/7 customer support via phone, email, and chat, which helps businesses quickly resolve issues no matter what timezone you're contacting them from.

Volusion offers a wide array of features to build exactly the ecommerce solution to suit your business needs. If you need extra help building your site, Volusion has an in-house site builder agency that’s available to assist. With Volusion, businesses can design a completely customized solution to manage their products, inventory, and orders, as well as process payments and ship products.

Volusion Standout Features and Integrations

Features that stood out to me include the fact that you can easily bulk upload products for speedy launches or seasonal turnover, and their inventory grid feature allows you to view and manage the price and status of products and their subcategories. Additionally, Volusion’s simple analytics tools include options to view revenue by day, gross revenue, traffic conversions, total orders received, and other helpful data combinations. You can plot all your most important metrics on a single dashboard or build personalized dashboards for different categories of data (day over day vs month over month, for example). 

Integrations include Answerbase,, BuySafe, Constant Contact, Doogma, Google Analytics, Grasshopper, LiveChat, Mailchimp, PayPal, ShipStation, SnapEngage, Xero, and many others. Connecting to Zapier can unlock more integration options but may incur additional costs. 

Pros and cons


  • Marketing & analytics tools built-in
  • Responsive customer service team
  • Custom website design service


  • Confusing UI at times
  • Some website changes can only be done in HTML

Best for enterprise organizations

  • 14-day free trial
  • Pricing upon request

Elastic Path is an ecommerce platform that can be scaled up to deliver complex solutions for enterprise businesses. Elastic Path Commerce Cloud supports a flexible product catalog that can handle complex product hierarchies, attributes, and variants.

Why I picked Elastic Path Commerce Cloud: Elastic Path Commerce Cloud is a robust, enterprise-level ecommerce platform that is particularly well-suited for large businesses. Its microservices-based architecture allows for unparalleled flexibility and scalability, making it easy to customize and adapt to changing business needs. Additionally, its headless approach enables businesses to easily integrate with existing systems and touchpoints, providing a seamless customer experience across all channels. With a focus on performance, security, and reliability, Elastic Path Commerce Cloud is an ideal choice for large businesses that require a powerful and adaptable ecommerce solution.

Elastic Path also enables you to pivot and adapt to current inventory challenges and trends with features like time-boxed flash sales. In addition to custom enterprise solutions, they also offer three pre-composed solutions: B2B, D2C, and subscriptions.

Elastic Path Commerce Cloud Standout Features and Integrations

Features worth noting include their headless commerce experience, which means that the front-end presentation layer is decoupled from the back-end commerce engine. This provides businesses with greater flexibility and control over the customer experience. Additionally, Elastic Path Commerce Cloud has an API-based architecture, which enables businesses to integrate with other systems and platforms easily. This includes integrations with content management systems, ERP, and marketing automation platforms.

Integrations include AiBUY, Algolia,, Braintree, Contentful, CoreMedia CMS, Drupal, GhostRetail, Google Analytics, SmartHint, Stripe, Vertex, and other tools you may need.

Pros and cons


  • Headless commerce technology
  • Highly customizable
  • Quick + powerful API


  • Time intensive upgrades
  • Some technical knowledge required

Best free template library

  • Free plan available for U.S. businesses
  • From $29/month

Shift4Shop provides a complete ecommerce solution, including website hosting, payment processing, security, and marketing tools. This eliminates the need for businesses to use multiple platforms and integrations (although they offer those, too).

Why I picked Shift4Shop: Many website builders offer a range of free site templates for you to choose from but they are often limited in number and many of them are focused on media sharing rather than product selling. Shift4Shop goes against the grain in this regard, in that it offers 100+ dedicated ecommerce website templates for free. They are constantly adding to this library, too. 

You can tell Shift4Shop takes 'value adds' seriously when packaging their products, as you'll also get a free SSL certificate, free website domain name (renewed annually on your behalf), free website migration assistance, and free AI-driven fraud protection. These are the kinds of things that cost extra with other platforms or are not included at all.

Shift4Shop Standout Features and Integrations

Features include multichannel selling—Shift4Shop allows businesses to sell their products not only on their own website but also on marketplaces like Amazon, eBay, and Facebook—as well as a complete suite of marketing, SEO, inventory, and CRM tools built-in. They have a huge list of features, so much so that I find it hard to pick just one or two. Additional nominees include advanced tokenization, an integrated blog, subscription software, upsell/cross-sell capabilities, and a gift-wrapping module.

Integrations include AWeber, ClearSale, Klaviyo, OmniStar, Picreel, Tapfiliate, TargetBay, Time-to-Reorder, TradeGecko, and other options.

Pros and cons


  • Free domain name included
  • Free plan with $500/month sales
  • Excellent security features


  • Occasional API connectivity issues
  • Slow customer service response

Best ecommerce plug-in for Wordpress

  • Free to download
  • Free to use.

Many people build their websites on WordPress, as it's arguably one of the easiest and most cost-effective content management systems. But how do you turn your WordPress site into an online shop? That's where WooCommerce comes in. WooCommerce is a popular WordPress add-on that transforms your site into an ecommerce store with product catalogs, inventory management, and payment processing solutions.

Why I picked WooCommerce: WooCommerce is an open-source WordPress plug-in that allows users to add ecommerce functionality to their existing sites. WordPress allows you to choose from more than 800 design templates. Their drag-and-drop feature makes it easy to add or subtract design elements for alignment with your brand. 

WooCommerce is built with SEO in mind and includes features such as customizable permalinks, XML sitemaps, and meta descriptions that help businesses to improve their search engine rankings. With WordPress' additional SEO features, this pairing makes an unbeatable one-two punch for optimizing your store for online discoverability.

WooCommerce Standout Features and Integrations

Features that make WooCommerce worthy of consideration include event-based marketing, like automatic abandoned cart recovery notifications and customized communications around birthdays, holidays, or membership anniversaries. They also have rewards and incentive programs that you can choose from to build VIP lists or affiliate opportunities. WooCommerce also boasts a large and active community of developers and users, which means there are a lot of resources, plugins, and themes available to enhance the platform's functionality and design. I'm not sure this is a 'feature' per se but it's certainly worth mentioning.

Integrations include Affirm Payments, Amazon Pay, Facebook, GoCardless, Google Analytics, PayPal, ShipStation,, Stripe, and other tools you already use.

Pros and cons


  • Highly customizable
  • Easy to use platform
  • Built-in marketing & SEO tools


  • Some add-on features are not free
  • For Wordpress users only

Other Ecommerce Platforms

Here are some additional tools I think are great—these are worth checking out as well.

If you still haven't found what you're looking for here, check out these tools related to ecommerce that we've tested and evaluated.

Selection Criteria for Ecommerce Platforms

Selecting the right ecommerce platform is a critical decision for businesses aiming to succeed in the online marketplace. This type of software encompasses a wide range of features designed to facilitate the creation, management, and scaling of an online store. Through personal trials and in-depth research, I've developed a set of criteria to evaluate these platforms, ensuring they meet the diverse needs of businesses looking to sell goods and services online.

I also considered how each ecommerce platform fits with my ecommerce platform guide, as that covers almost everything I expect when making my choices. 

Core Ecommerce Platforms Functionality - 25% of total weighting score

To be considered for inclusion on my list of the best ecommerce platforms, the solution had to support the ability to fulfill common use cases:

  • Streamlined product listing and management across diverse categories.
  • Efficient handling of online orders, from payment processing to shipping.
  • Integration with various payment gateways to offer multiple payment options.
  • Tools for optimizing online store visibility and driving traffic through SEO.
  • Comprehensive analytics to track performance and inform business decisions.

Additional Standout Features - 25% of total weighting score

Identifying platforms that offer unique features involves looking for:

  • Advanced AI and machine learning capabilities for personalized shopping experiences.
  • Robust multi-channel selling features to extend reach beyond the online store.
  • Innovative AR/VR experiences for product visualization.
  • Sustainable and eco-friendly shipping options integration.
  • Blockchain technology for secure and transparent transactions.

Usability - 10% of total weighting score

When evaluating usability, I consider:

  • An intuitive interface that simplifies navigation and task completion.
  • Responsive design ensuring the platform performs well on both desktop and mobile devices.
  • Clear, logical workflows that support efficient store management without extensive training.

Onboarding - 10% of total weighting score

For onboarding, essential aspects include:

  • Comprehensive resource libraries with guides, tutorials, and FAQs.
  • Interactive onboarding tools, such as product tours or setup wizards.
  • Access to training sessions, webinars, and responsive customer support during the initial setup phase.

Customer Support - 10% of total weighting score

Effective customer support is evaluated by:

  • Availability of 24/7 support through multiple channels, including live chat, phone, and email.
  • Proactive support options, such as dedicated account managers for enterprise-level solutions.
  • A vibrant community forum where users can share insights, solutions, and best practices.

Value For Money - 10% of total weighting score

Assessing value for money involves looking at:

  • Transparent pricing models that align with the features and scalability offered.
  • Flexible plans that cater to businesses of all sizes, from startups to large enterprises.
  • The inclusion of essential features in base plans without requiring expensive add-ons for basic functionality.

Customer Reviews - 10% of total weighting score

In evaluating customer reviews, focus is placed on:

  • High satisfaction rates concerning usability, feature set, and scalability.
  • Positive feedback on the platform's impact on sales growth and customer engagement.
  • Stories of successful integrations and the effective use of platform features to solve unique business challenges.

This criteria framework ensures that the selected e-commerce platform not only covers the foundational needs for online selling but also stands out with innovative features that can significantly enhance the online shopping experience, provide a superior user interface, and offer great value for the investment.

Here, I aim to provide ecommerce professionals with a comprehensive overview of the current trends, focusing on the most rapidly evolving features, novel functionalities, and shifts in demand within the realm of ecommerce platforms.

  • AI and Machine Learning Integration: Platforms like Shopify and Magento have significantly enhanced their AI capabilities. For instance, Shopify's latest updates emphasize personalized shopping experiences through AI-driven product recommendations and search functionalities. Magento's AI tools are now adept at predicting trends and optimizing inventory management.
  • Augmented Reality (AR) Experiences: WooCommerce and BigCommerce are pioneering in integrating AR into their platforms. This allows customers to visualize products in their own space before purchasing, significantly enhancing user experience and reducing return rates.
  • Voice Commerce: The integration of voice-activated shopping, as seen in platforms like Wix and Squarespace, is becoming more prevalent. This aligns with the increasing use of smart speakers for online shopping.
  • Blockchain for Enhanced Security and Transparency: Newer platforms like OpenBazaar are leveraging blockchain technology to offer decentralized marketplaces, enhancing security and transparency in transactions.
  • Sustainable Shopping Features: Eco-friendly features, such as carbon footprint calculators and sustainable product filters, are being introduced by platforms like Ecwid, reflecting a growing consumer demand for sustainable shopping options.
  • Mobile Optimization: With the increasing prevalence of mobile commerce, platforms like Shopify and BigCommerce are heavily focusing on mobile-first designs and features.

What is an Ecommerce Platform?

Ecommerce platforms are digital tools that enable businesses to sell goods and services online. They provide a structure for setting up an online store, including features for displaying products, managing inventory, and processing orders.

Their purpose is to simplify the transition from traditional to online retail, offering integrated solutions for payment processing, customer engagement, and analytics. They are essential for businesses aiming to reach a broader market in the digital space, offering a streamlined, user-friendly interface for both sellers and buyers.

How Do We Determine The Easiest Ecommerce Platform? 

Ecommerce platforms that are considered easy and efficient are determined by its user-friendly and intuitive features that are designed to simplify the process of creating and managing an online store. The platforms we listed typically offer drag-and-drop interfaces, pre-designed templates, and straightforward tools for product listing, payment processing, and order management. 

No matter which tool you choose from our curated review list, you’re guaranteed to have an easy and seamless experience!

Features of Ecommerce Platforms

Here are the key features that any ecommerce platform needs to succeed.

  1. Product management: The ability to easily manage and organize products, including adding new products, editing product descriptions, and updating pricing and inventory levels.
  2. Payment processing: The ability to securely process payments from customers using a variety of payment methods, such as credit cards, PayPal, and Apple Pay.
  3. Order management: The ability to track and manage orders, including processing payments, managing shipping and fulfillment, and generating invoices and packing slips.
  4. Shipping and logistics: Tools for managing shipping rates, tracking orders, and handling returns and exchanges.
  5. Security: Robust security features, including SSL encryption and fraud detection, to protect both customers and businesses.
  6. Marketing tools: Tools for optimizing content for users, making on-page suggestions for SEO, A/B testing things like ads and landing pages, and user behavior data.
  7. Customization: The ability to customize the look and feel of the storefront, including choosing themes, colors, and fonts.

Benefits of Ecommerce Platforms

Ecommerce platforms have revolutionized the way businesses sell and customers shop. Here are five primary benefits these platforms offer:

  1. Increased Market Reach: Ecommerce platforms break geographical barriers, allowing businesses to reach a global audience. By using these platforms, businesses can expand their customer base far beyond local boundaries, tapping into new markets and demographic segments.
  2. Cost-Effective Operations: They significantly reduce operational costs. Unlike traditional brick-and-mortar stores, ecommerce platforms eliminate the need for physical store space, thereby reducing rent, utilities, and staffing costs.
  3. Enhanced Customer Data Insights: These platforms provide valuable insights into customer behavior and preferences. The analytics tools in ecommerce platforms help businesses understand their customers better, enabling more targeted marketing and product development strategies.
  4. 24/7 Sales Potential: Ecommerce platforms operate round the clock, unlike physical stores. This feature allows businesses to generate revenue outside of regular business hours, offering customers the convenience of shopping at any time.
  5. Streamlined Inventory Management: They automate and streamline inventory management. Ecommerce platforms offer sophisticated tools for tracking stock levels, orders, and deliveries, which helps in maintaining optimal inventory, reducing overstock and stockouts.

Ecommerce platforms are not just about bringing your business online; they are about expanding your reach, reducing costs, gaining valuable insights, offering convenience, and optimizing operations. For businesses looking to thrive in the digital age, investing in a robust ecommerce platform is a strategic move that promises a multitude of benefits.

Cost & Pricing of Ecommerce Platforms

You'll find ecommerce platforms at all different price points, each designed to serve businesses of varying sizes, needs, and budgets.

There are plenty of factors that affect pricing for ecommerce platforms, including:

  • Customization options
  • Number of products
  • Built-in marketing tools
  • Hosting included
  • Security features
  • International selling capabilities
  • Scalability
  • Support options
  • Transaction fees

Small businesses won't require certain things, and can find a lower pricing tier to fit those needs. Enterprise businesses will need many more features, and get a good ROI for the higher price point.

The great thing is that many ecommerce platforms have multiple tiers that allow for scalability as you grow.

Here's a breakdown of the common plan options and their pricing in the ecommerce platform market. You'll see which type of business each plan type is generally best for, but you'll always want to assess your own needs.

Plan comparison table for ecommerce platforms

Plan TypeAverage PriceCommon Features IncludedBest For
Free$0Limited product listings, basic templates, basic SEO tools, transaction fees on sales.Hobbyists, solopreneurs
Basic$20 - $30/monthWebsite hosting, basic templates, product listings, basic SEO tools, simple analytics.Small businesses, startups
Professional$50 - $100/monthAll Basic features, additional templates, marketing tools, improved SEO capabilities, advanced analytics.Growing businesses, SMEs
Advanced$150 - $300/monthAll Professional features, advanced analytics, customer segmentation, abandoned cart recovery, priority support.Medium to large businesses
Enterprise$500+/monthAll Advanced features, custom integrations, full customization, dedicated support, training, enterprise-grade security.Large enterprises

When considering an ecommerce platform, software buyers should weigh their current business needs against their future growth plans.

Ultimately, the choice of an ecommerce platform plan should align with your business goals, budget, and the level of control and customization you require.

New & Noteworthy Product Updates

Here are some key product updates for ecommerce platforms products that users and software buyers should be aware of this quarter. Learn what’s new, if it’s hot—or not, and why each major change matters for ecommerce experts.

Subbly recent updates

Here are some Subbly update highlights.

  • Themes, Templates, and Custom Design Enhancement (Released on February 17, 2024): Subbly introduced a variety of pre-built themes and a full template engine for enhanced customization of subscription box websites, empowering both non-techies and developers to control their site's design more effectively.
  • New Analytics Features (Released on March 1, 2024): Subbly rolled out new analytics features, allowing users to add their own analytics code to their templates and track key metrics directly from their dashboard. This update was aimed at providing users with better insights into their business performance.

Verdict: Mixed! I'm excited for the template and design enhancements, as website UI can be a bit of a pain even for expert ecommerce merchants, but basic analytics should have been a key feature from the get-go.

Wix recent updates

Here are some Wix update highlights.

  • Managing Products and Categories (February 2024): Wix introduced enhancements to manage products and categories more efficiently in their ecommerce platform, including better sorting and bulk editing options.
  • Wix Logo Maker Update (March 2024): Wix updated their Logo Maker tool, offering more customization options and improved AI suggestions for logo design.
  • Wix Business Name Generator (April 2024): Wix launched a Business Name Generator tool to help users come up with creative and relevant business names based on industry and keywords.

Verdict: Not! These updates, like logo maker and name generator, are great for beginners but ecommerce experts won't get much value here.

Ecwid recent updates

Here are some Ecwid update highlights.

  • AI-Driven Domain Name Generation (February 2024): Ecwid introduced an AI tool that helps users generate memorable and relevant domain names directly from the Ecwid admin panel, enhancing the ease of setting up new online stores.
  • Apple Wallet Integration (February 2024): This update allows customers using Apple devices to track their order status through Apple Wallet, receiving updates directly, which enhances the customer's post-purchase experience.
  • Product Videos on Product Pages (April 2024): Ecwid now allows merchants to add videos to their product pages, helping to improve conversion rates by providing more detailed product insights to potential customers.

Verdict: HOT! The focus on video content and AI support shows that these aren't just buzzwords—they represent the next generation of ecommerce technology.

Adobe Commerce recent updates

Here are some Adobe Commerce update highlights.

  • Live Search Update (March 14, 2024): Adobe Commerce updated its Live Search functionality, improving features such as product listing page widgets and inventory management capabilities. These updates aim to enhance the merchant and customer experience on ecommerce platforms.
  • Experience-led Commerce Update (February 28, 2024): This update introduced AI-powered personalization and simplified composable development, helping enterprises accelerate sales and improve ecommerce experiences. This release also focused on healthcare ecommerce solutions, emphasizing data security and compliance with HIPAA-ready solutions.

Verdict: Not! Adobe has always been digital experience-focused, so I will have to wait and see if these new rollouts really add much to the e-store management experience in a big way.

Shopify recent updates

Here are some Shopify update highlights.

  • Semantic Search: Launched as part of Shopify's Winter ’24 Edition, this AI-powered feature enhances the storefront search capabilities by understanding the intent behind customer queries, thus improving search relevance and potential conversion rates. Released in February 2024.
  • Shopify Magic: This suite of AI tools was further integrated across Shopify's platform in February 2024, offering new features like an AI-powered media editor that helps create and edit product images and content effortlessly.
  • Shopify Subscriptions App: Now fully released as of January 2024, this app helps merchants increase customer lifetime value by managing subscriptions directly from the Shopify admin, with improvements noted through early 2024.

Verdict: Hot! I'm super impressed with the quality and quantity of these release notes. AI, subscription management, semantic search—everything the modern ecommerce manager wants to hear.

People Also Ask

If you’re new to the world of SaaS ecommerce solutions, you’ve probably got plenty of questions about how and why to set up an online shopping experience for your customers. Let’s take a look at some FAQ’s to provide some clarity:

Additional Ecommerce Platform Reviews

I believe these additional review lists will complement your research here, particularly if you're looking for something super specific for your store. I've reviewed ecommerce platforms for different business types and platform types.

Ecommerce platforms by business type

Ecommerce platforms by need


Over one third of American businesses still don’t have a website.

It’s hard to believe, given that there’s so much to be gained from offering your customers an online shopping portal.

And, depending on the ecommerce platform you choose, there’s relatively little up-front time, money, or expertise required to get started. Take your time when deciding what you need.

This can prevent having to worry about replatforming later.

For more online revenue growth tips, and value-packed articles from our subject matter experts, don’t forget to subscribe to our Ecomm Manager newsletter.

Sean Flannigan
By Sean Flannigan

Sean is the Senior Editor for The Ecomm Manager. He's spent years getting to know the ecommerce space, from warehouse management and international shipping to web development and ecommerce marketing. A writer at heart (and in actuality), he brings a deep passion for great writing and storytelling to ecommerce topics big and small.