- 1. Subbly — Best for subscription-based ecommerce models
- 2. Wix eCommerce — Best for non-technical users
- 3. Ecwid by Lightspeed — Best for social media selling
- 4. Adobe Commerce — Best for data-driven companies
- 5. Shopify — Best for a range of integrations
- 6. Sana Commerce Cloud — Best ecommerce platform for B2B sales
- 7. Volusion — Best customer service
- 8. Elastic Path Commerce Cloud — Best for enterprise organizations
- 9. Square Online — Best value for money
- 10. WooCommerce — Best ecommerce plug-in for Wordpress
Some ecommerce platforms are built to serve multinational corporations with thousands of SKUs. Others are best suited to small businesses just starting out with a handful of carefully chosen products. One of the fastest ways to improve online sales is to ensure that you’re working with the best ecommerce platform for your business.
That’s why I’ve compiled this list of the best ecommerce platforms on the market today. I've included platform overviews, screenshots, key features, pros and cons, and pricing information. Having all these details in one place can help you quickly and easily compare what ecommerce platform you need.
What is an Ecommerce Platform?
An ecommerce platform is a digital commerce framework and/or content management system that facilitates the buying and selling of goods and services over the internet. It serves as the foundation for online businesses by providing a range of tools and features to manage product listings, process payments, track inventory, and facilitate seamless interactions between buyers and sellers. These platforms often include website templates, shopping cart functionality, and various integrated tools for marketing, analytics, and customer support.
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).
- 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
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.
- Easy to understand user interface
- Straightforward payment gateway setup
- Free media library
- Stock alerts not built into the platform
- Cannot switch templates once set
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.
- Free plan available
- Multi-channel selling
- No setup or transaction fees
- Limited customization options
- Phone support locked to highest plans
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.
- Stable and secure platform
- Robust business intelligence suite
- Easily connect to other Adobe tools
- High learning curve
- Customization is complex
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.
- Multiple customizable templates + themes
- In-depth inventory management
- User-friendly platform
- Monthly fee + transaction fees can add up
- Some plugins cost extra
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 Authorize.net, Avalara, Buckaroo, dotdigital, FedEx Ship Manager, Mailchimp, Microsoft Dynamics 365, Opayo, SAP ERP, Worldpay, and other options.
- Fantastic training materials
- Reliable and stable UI
- Extensive SEO tools
- Few design themes
- Could use more reporting options
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, Authorize.net, 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.
- Custom website design service
- Responsive customer service team
- Marketing & analytics tools built-in
- Some website changes can only be done in HTML
- Confusing UI at times
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, Authorize.net, Braintree, Contentful, CoreMedia CMS, Drupal, GhostRetail, Google Analytics, SmartHint, Stripe, Vertex, and other tools you may need.
- Quick + powerful API
- Highly customizable
- Headless commerce technology
- Some technical knowledge required
- Time intensive upgrades
Square Online is a free ecommerce platform that offers a range of features including customizable templates, payment processing, inventory management, shipping, and fulfillment. Square Online is known for its user-friendly interface and affordable pricing, making it a great option for small businesses and startups.
Why I picked Square Online: Square Online is the ecommerce arm of Square, the point-of-sale giant. The company purchased Weebly to offer ecommerce solutions to online businesses. Square Online syncs inventory from other channels (including in-person point-of-sale), making it an excellent omnichannel option, at no extra cost. They offer a low monthly price or a freemium version (fees may apply on a 'per sale' basis), making it a great choice for budget-conscious companies.
You can track product sales, abandoned carts, and customer journeys via the simple dashboard, and their extensive knowledge base contains over 180 articles if you run into any trouble. Square Online’s features are somewhat limited, but it’s a convenient choice for businesses with simple ecommerce needs. All of this comes at a low monthly price, or, if you don't mind minor feature limitations, a free-forever plan.
Square Online Standout Features and Integrations
Features worth noting include a suite of marketing and analytics tools, such as email marketing campaigns and sales reports, that can help businesses drive traffic and sales to their online store. Square Online also offers a range of shipping and fulfillment options, including integrations with popular carriers like USPS and FedEx. This allows businesses to easily manage their shipping processes and provide real-time shipping rates to their customers.
Integrations include Acuity Scheduling, Craftable, Deliverect, Endear, GoDaddy, LinkTree, MailChimp, Prizeout, Thrive Inventory, Wix, WooCommerce, and others.
- Lots of free features for Square users
- Integration with Square POS
- Ease of use
- Limited features compared to others
- Not appropriate for large enterprises
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, Stamps.com, Stripe, and other tools you already use.
- Built-in marketing & SEO tools
- Easy to use platform
- Highly customizable
- For Wordpress users only
- Some add-on features are not free
Best for subscription-based ecommerce models
14-day free trial
|From $19 /month||Visit Website|
Best for non-technical users
14-day free trial
|From $20/month||Visit Website|
Ecwid by Lightspeed
Best for social media selling
Free plan available
|From $19/month||Visit Website|
Best for data-driven companies
|From $1,999/month||Visit Website|
Best for a range of integrations
3-day free trial + $1/month for the first three months
|$29/month, 2.9% + $0.30/transaction||Visit Website|
Sana Commerce Cloud
Best ecommerce platform for B2B sales
Free demo available
|Pricing upon request||Visit Website|
Best customer service
14-day free trial
|From $35/month||Visit Website|
Elastic Path Commerce Cloud
Best for enterprise organizations
14-day free trial
|Pricing upon request||Visit Website|
Best value for money
Free plan available + transaction fees
|From $35/month and 2.9% + $0.30/transaction||Visit Website|
Best ecommerce plug-in for Wordpress
Free to download
|2.9% + $0.30/transaction||Visit Website|
Other Ecommerce Platform Options
Here are some additional tools I think are great—these are worth checking out as well.
Best free template library
Best for buy-now-pay-later purchasing
Best for omnichannel marketing
Best mobile app
Best ecommerce platform for Squarespace users
Best ecommerce platform for scalability
Best ecommerce platform for wholesalers
Best for artists & makers
- Oracle Commerce
Best ecommerce platform for CRM integration
- Big Cartel
Best ecommerce platform for creators and artists
How I Selected the Best Ecommerce Platforms
This list features the top ecommerce platforms available on the market today. Curious how I picked these gems from the rest of the pack? To build this list, I compared a wide range of popular ecommerce platforms with positive user ratings.
After I gathered my long list of top choices, I used the criteria below to evaluate how they each stacked up against each other. I also considered how each ecommerce platform fits with my ecommerce platform guide, as that covers almost everything I expect when making my choices.
Here’s a short summary of the main selection and evaluation criteria I used to develop my list of the best ecommerce platforms for this article:
Each ecommerce platform will be slightly different, usually with a targetted market in mind and key features that support that use case. However, to be included on this list, each ecommerce platform has to do these things:
- Ability to create a website or online store, or act as an add-on to a website you already own
- Ability to upload a product catalog, including images, descriptions, and pricing information
Here are the key features that any ecommerce platform needs to succeed.
- Product management: The ability to easily manage and organize products, including adding new products, editing product descriptions, and updating pricing and inventory levels.
- Payment processing: The ability to securely process payments from customers using a variety of payment methods, such as credit cards, PayPal, and Apple Pay.
- Order management: The ability to track and manage orders, including processing payments, managing shipping and fulfillment, and generating invoices and packing slips.
- Shipping and logistics: Tools for managing shipping rates, tracking orders, and handling returns and exchanges.
- Security: Robust security features, including SSL encryption and fraud detection, to protect both customers and businesses.
- 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.
- Customization: The ability to customize the look and feel of the storefront, including choosing themes, colors, and fonts.
If there’s one rule of thumb in ecommerce, it’s this: Make it easy for people to give you money. For both consumers and business owners alike, convenience lies at the heart of online shopping. The top ecommerce platforms make it easy to set up and manage the storefront, and easy for customers to find products, make purchases, and conduct returns. I chose ecommerce solutions that deliver on this promise with free design templates, and in some cases entire in-house teams that can assist with the build.
Online platforms shouldn’t exist in a vacuum. The best ecommerce platforms on this list integrate with a number of third-party apps that you most likely already use or are planning on using. For example, any ecommerce platform will need to connect to an inventory management software and order management system in order to sell your goods; a product information management software (PIM) in order to run your catalog; and payment process tools (for direct credit card or payment options via Apple Pay, Amazon Pay, Google Pay, etc.), shopping cart solutions and ecommerce accounting software.
Analytics & Intelligence
Most ecommerce platforms come with a built-in analytics suite so that you can see how users are interacting with your site, what products they are buying, what your conversion rates look like, and how many views/clicks you are getting in key areas. Those are the most basic analytics I expect from any ecommerce system but if they go above and beyond, that's even better. For example, some ecommerce platforms will help you launch marketing campaigns like ads and sales and track the results according to custom key performance indicators (KPIs) that you choose yourself.
How much do ecommerce platforms cost?
What are the different types of ecommerce platforms?
What is the best ecommerce site for beginners?
What ecommerce platform is best for a small business?
What are the 4 models of ecommerce?
What are the benefits of ecommerce platforms?
Other 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
- SaaS Ecommerce Platforms
- B2B Ecommerce Platforms
- Ecommerce Marketplace Platforms
- Subscription Ecommerce Platforms
- Ecommerce Platforms For Small Businesses
Ecommerce Platforms by Need
- Headless Ecommerce Platforms
- Easiest Ecommerce Platforms
- Omnichannel Commerce Platforms
- Enterprise Ecommerce Platforms
- Free Ecommerce Platforms
- Open Source Ecommerce Platforms
- Social Commerce Platforms
- Cheap Ecommerce Platforms
- Hosted Ecommerce Platforms
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. Just pick a platform, and start building.
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