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As someone deeply versed in ecommerce software, I'm here to guide you through a comprehensive Shopify review. In the bustling world of online business, choosing the right platform is crucial. I'll lay out the details of its strengths and shortcomings, to help you decide if Shopify fits your needs. My focus is to provide clear insights, so you can make an informed decision about this widely-used ecommerce solution.

Shopify review showing the dashboard interface
Here's a screenshot of Shopify’s dashboard, which gives you a visual representation of your store’s data.

Shopify Software Product Overview

Shopify is an ecommerce platform that enables users to create online stores and sell products. It primarily targets small to medium-sized business owners and aspiring entrepreneurs. The platform simplifies setting up an online store by offering tools for inventory management, payment processing, and integrated shipping. Shopify addresses key pain points such as ease of use, and providing a user-friendly interface for store owners who may not have technical expertise. Its standout features include a robust website builder, extensive app integrations, and effective SEO tools to enhance online visibility.


  • User-Friendly Interface: Simplifies navigation; the platform is designed to be intuitive, making it easy for beginners to set up and manage their ecommerce store.
  • Customization: Offers versatility; a wide range of templates and third-party apps allow for extensive customization of storefronts to suit different business needs.
  • Multi-Channel Integration: Expand reach; Shopify enables integration with various sales channels, including social media and online marketplaces, to increase customer engagement.


  • Transaction Fees: Additional costs; unless using Shopify's payment processor, transaction fees can add up, impacting the overall budget.
  • Limited SEO Functionality: SEO challenges; some users find Shopify’s SEO capabilities to be less advanced compared to specialized platforms, potentially affecting online visibility.
  • Template Limitations: Design constraints; while there are many templates available, customization can be limited without knowledge of Shopify’s coding language, Liquid.

Expert Opinion

In my view, Shopify stands out for its ease of use and comprehensive feature set, making it a strong contender in the ecommerce platform market. It excels in user experience and multi-channel sales integration but can lag in advanced SEO capabilities and offers limited template customization without specific coding knowledge. Ideal for small to medium businesses, it might be less suited for those requiring highly specialized SEO or extensive customization.

Shopify: The Bottom Line

Shopify distinguishes itself with a balance of user-friendliness and comprehensive functionality. Its standout feature is the seamless integration with multiple sales channels, extending a reach beyond the typical ecommerce website builder. This, along with its wide array of templates and ease of use, makes it a top choice for small to medium-sized businesses venturing into online retail.

Shopify Deep Dive

Here's a deep dive into Shopify's features, best use cases, pricing, customer support, and other purchase factors.

Product Specifications

  1. Website Builder - Yes
  2. Shopping Cart Functionality - Yes
  3. Payment Processing - Yes
  4. SSL Certificate - Yes
  5. Mobile Compatibility - Yes
  6. Customer Accounts - Yes
  7. SEO Tools - Yes
  8. Product Management - Yes
  9. Inventory Management - Yes
  10. Shipping & Tax Calculations - Yes
  11. Order Management - Yes
  12. Analytics and Reporting - Yes
  13. Marketing Tools - Yes
  14. Multi-Channel Selling (e.g., social media, marketplaces) - Yes
  15. Customer Support Options - Yes
  16. Security Features - Yes
  17. Abandoned Cart Recovery - Yes
  18. Discount and Coupon Management - Yes
  19. Email Marketing Integration - Yes
  20. Customizable Templates - Yes
  21. Blogging Platform - Yes
  22. Reviews and Ratings System - Yes
  23. Gift Card and Voucher Support - Yes
  24. Third-Party App Integrations - Yes
  25. Multi-Language Support - Yes

Feature Overview

  1. Website Builder: Shopify's drag-and-drop website builder allows for easy customization of ecommerce sites, making it user-friendly even for beginners.
  2. SEO Tools: Advanced SEO features enhance online visibility, crucial for driving traffic to ecommerce sites.
  3. Mobile Compatibility: Shopify ensures that online stores are fully responsive and optimized for mobile devices, a key factor in today's mobile-first shopping environment.
  4. Payment Processing: It supports multiple payment processing solutions, including credit card transactions, offering flexibility and convenience for both store owners and customers.
  5. Inventory Management: Shopify offers sophisticated inventory tracking, allowing businesses to manage their stock levels in real-time effectively.
  6. Abandoned Cart Recovery: This feature helps businesses recapture potential lost sales by reminding customers of items they left in their carts.
  7. Marketing Tools: Comprehensive marketing tools, including discount codes and email marketing integrations, help in engaging customers and boosting sales.
  8. Analytics and Reporting: Shopify provides detailed analytics and advanced reports, enabling businesses to make data-driven decisions.
  9. App Integrations: The platform's ability to integrate with a wide array of third-party apps extends its functionality significantly.
  10. Multi-Channel Selling: Shopify supports sales through various channels like social media and online marketplaces, helping businesses expand their reach.

Standout Functionality

  1. Checkout Customization: Shopify's checkout process can be extensively customized, providing a unique, streamlined buying experience that can be tailored to match specific business needs.
  2. Point of Sale (POS): Shopify offers an integrated POS system, allowing businesses to manage both online and in-person sales seamlessly, a feature that sets it apart from platforms like Squarespace or WordPress.
  3. Shipping Rates and Labels: Shopify excels in simplifying shipping with features like real-time shipping rates and the ability to print shipping labels directly from the dashboard, enhancing the efficiency of order fulfillment.


Shopify integrates natively with major marketplaces like Amazon and eBay, enabling seamless management of listings and sales across these platforms from Shopify's interface. The platform also offers an API for custom integrations and enhancements, allowing for tailored solutions and connections with a wide range of services. Moreover, the Shopify app store features numerous add-ons to extend functionality in areas like analytics, marketing, and customer service, catering to diverse ecommerce needs.

Shopify Pricing

  • Shopify Lite: Priced at $9/month, this plan allows selling on social media or existing websites but doesn’t include a standalone online store.
  • Basic Shopify: At $29/user/month, this plan includes a website and blog, unlimited products, two staff accounts, and basic reports. Suitable for small businesses just starting.
  • Shopify: Priced at $79/user/month, this tier offers five staff accounts, professional reports, and better rates for shipping and payment processing. Ideal for growing businesses with some established sales.
  • Advanced Shopify: At $299/user/month, it provides advanced report building, fifteen staff accounts, and the best shipping and payment processing rates. This tier is tailored for scaling businesses needing more advanced features.
  • Shopify Plus: Pricing upon request. Aimed at large enterprises, this plan offers advanced features, more customization, and dedicated support.

Ease of Use

I find Shopify's user interface intuitive and straightforward, especially for beginners. The onboarding process is well-guided, making it easy to set up a store, add products, and customize themes. However, certain aspects like SEO optimization and utilizing advanced features in Shopify POS or dealing with Shopify Payments can be complex for new users, requiring a bit of a learning curve.

Customer Support

Shopify's customer support is generally responsive and offers multiple channels, including live chat, email, and phone support. They provide extensive documentation, tutorials, and helpful webinars. However, some Shopify customers report delays in response times during peak hours and a lack of depth in support for complex issues, particularly related to advanced customizations and specific Shopify plan features.

Shopify Use Case

Who Would Be A Good Fit For Shopify

I see Shopify as an ideal fit for small to medium-sized businesses, especially those venturing into ecommerce for the first time. Its loyal customers often include those in retail, drop shipping, and digital products, appreciating its ease of use, comprehensive features, and scalability.

Who Would Be A Bad Fit For Shopify

Shopify might not be the best fit for very large enterprises needing highly customized ecommerce solutions or for those operating in niche markets where specialized ecommerce tools are required. Businesses that find transaction fees and add-on costs burdensome, or those needing advanced technical customization, often find Shopify limiting.

Shopify FAQs

Can I start an ecommerce business with Shopify?

Yes, Shopify is designed to help you start and manage an ecommerce business, offering tools for creating product pages, handling payments, and managing orders.

Are there free themes available on Shopify?

Yes, Shopify offers a selection of free themes that you can use to design your store, along with premium themes for more advanced customization.

How does Shopify handle payment processing?

Shopify has its payment gateway, Shopify Payments, and also integrates with other gateways like PayPal, allowing for flexible payment options.

Can I sell digital products on Shopify?

Yes, Shopify supports the sale of digital products, enabling you to offer downloadable goods alongside physical products.

Does Shopify offer tools for SEO and improving conversion rates?

Shopify provides built-in SEO tools and analytics to help improve your store's search engine ranking and monitor conversion rates.

Is there a free plan available with Shopify?

Shopify doesn't offer a free plan, but it does have a Shopify Starter plan for $5/month, which allows you to sell on social media or existing websites.

Can I send automated notifications to my customers with Shopify?

Yes, Shopify enables automated notifications for order confirmations, shipping updates, and other customer interactions.

Are there any plugins available to extend Shopify’s functionality?

Shopify offers a wide range of plugins and apps in its app store, allowing you to add features like upsell options, product reviews, and pop-up notifications to your store.

Shopify Alternatives

  • Etsy: Ideal for artists, crafters, and vintage sellers, Etsy is a specialized platform that excels in a niche market where creators can directly sell their unique products to a large, engaged audience.
  • Wix: Best suited for those prioritizing creative control and customization, Wix offers a more flexible website builder with advanced design capabilities compared to Shopify, making it a strong choice for visually-driven brands.
  • BigCommerce: For businesses focused on scaling and requiring more built-in features without relying on apps, BigCommerce presents robust native functionality and is often favored for its comprehensive set of built-in tools.

Shopify Company Overview & History

Shopify is a leading ecommerce platform that allows businesses of all sizes to set up their online stores and sell goods. It's widely used by a diverse range of companies, from small startups to large enterprises. A publicly traded company, Shopify is owned by its shareholders and is headquartered in Ottawa, Canada.

The company's mission is to make commerce better for everyone, and since its inception in 2006, Shopify has grown rapidly, reaching significant milestones like launching its mobile app in 2010 and expanding globally. Notable figures associated with Shopify include its CEO, Tobi Lütke, and COO, Harley Finkelstein, both of whom have been instrumental in the company's growth and success.


This Shopify review has explored the platform's diverse features, pricing, ease of use, and customer support. Shopify emerges as a robust and user-friendly choice for a wide range of ecommerce businesses. Its blend of intuitive design, comprehensive tools, and scalability makes it a commendable option for those looking to launch or expand their online presence. I recommend Shopify to anyone seeking a reliable and feature-rich ecommerce platform.

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Francois Marchand
By Francois Marchand

Francois Marchand is passionate about helping and educating business leaders, ecommerce professionals, and digital marketers grow their skill sets to stay ahead of the competition. Francois holds a BA Specialization in Communication Studies & Journalism from Concordia University (Montreal, QC) and 20+ years of experience in ecommerce, marketing, traditional and digital media, and public relations, including The Vancouver Sun, National Post, CBC/Radio-Canada, Unbounce, and Vancouver Film School.