Your ecommerce platform runs your storefront, checkout, payments, inventory and orders. The right choice depends on your catalogue size, whether you also sell in person, how much control you want and how much you are willing to spend on apps and maintenance.
We compared the platforms small businesses use most, from hosted all-in-ones to open-source WordPress stores and free starter options.
The bottom line
Shopify is the best ecommerce platform for most small businesses. WooCommerce is the best for WordPress users who want control, BigCommerce is the best for large catalogues and B2B, Squarespace is the best for small design-led shops, and Square Online is the best for sellers who also trade in person.
Our top picks
- 1
Best overallShopify8.8Editorial score 8.8 out of 10 - 2
Best for WordPressWooCommerce8.1Editorial score 8.1 out of 10 - 3
Best for large cataloguesBigCommerce8.3Editorial score 8.3 out of 10 - 4
Best for small, design-led shopsSquarespace8.2Editorial score 8.2 out of 10 - 5
Best all-in-one for services plus productsWix8.2Editorial score 8.2 out of 10 - 6SOBest for in-person sellersSquare Online8.2Editorial score 8.2 out of 10
- 7
Best for adding a store to any siteEcwid8.1Editorial score 8.1 out of 10
Scores are editorial assessments based on research. Prices are indicative.
Shopify
ResearchedThe most complete hosted platform, with an excellent checkout, POS and the largest app ecosystem.
Shopify provides a hosted store with themes, checkout, payments, POS and an extensive app store. It scales from first product to large brands.
Ideal for: Most online stores.
Watch out for: App costs add up.
Pros
- Excellent checkout
- Huge app store
- POS for in-person selling
Cons
- App costs add up
- Transaction fees without Shopify Payments
WooCommerce
ResearchedOpen-source flexibility and full ownership of your store and data.
WooCommerce turns a WordPress site into a store. The plugin is free, with paid extensions for payments, shipping and subscriptions. You own your data and can customise anything.
Ideal for: WordPress users and developers.
Watch out for: You manage hosting and updates.
Pros
- Free and open source
- Complete control
- Huge extension ecosystem
Cons
- You manage hosting and updates
- Extension costs add up
BigCommerce
ResearchedRich native features and B2B tools without platform transaction fees.
BigCommerce includes many features natively — product options, B2B tools, multi-storefront — with no platform transaction fees, but revenue thresholds affect plan pricing.
Ideal for: Growing and B2B stores.
Watch out for: Annual sales thresholds by plan.
Pros
- Rich native features
- No transaction fees
- B2B capabilities
Cons
- Sales thresholds force upgrades
- Smaller app ecosystem
Squarespace
ResearchedBeautiful stores with integrated subscriptions and content.
Squarespace offers design-led templates, ecommerce, scheduling, email campaigns and domains in a tightly integrated platform.
Ideal for: Creative brands with smaller catalogues.
Watch out for: Fewer apps and advanced features.
Pros
- Stunning templates
- Integrated tools
- Reliable hosting
Cons
- Less layout freedom
- Fewer integrations
Wix
ResearchedStore, bookings and marketing tools in one drag-and-drop site.
Wix lets you build a website by dragging elements anywhere on the page, with templates, AI site generation, ecommerce, bookings and a large app market.
Ideal for: Small businesses selling alongside services.
Watch out for: Less scalable for large catalogues.
Pros
- Very flexible editor
- Large app market
- Bookings and ecommerce
Cons
- Templates hard to switch after launch
- Can feel cluttered
Square Online
ResearchedA free online store synced with Square POS inventory and payments.
Square Online lets businesses already using Square POS launch an online store with synced inventory, pickup and local delivery. The free plan is fully functional with Square branding; paid plans add custom domains and features.
Ideal for: Restaurants and retailers using Square.
Watch out for: Payments must use Square.
Pros
- Free plan with full selling
- Inventory sync with POS
- Pickup and delivery
Cons
- Limited design control
- Fewer apps
Ecwid
ResearchedEmbed a store into an existing website and sell across channels.
Ecwid by Lightspeed lets you embed a store into an existing website — WordPress, Wix, Squarespace and more — or run an instant site. It syncs inventory across channels including social and marketplaces, with a limited free plan.
Ideal for: Businesses with an existing site.
Watch out for: Design limited by embedding.
Pros
- Embeds anywhere
- Very easy
- No transaction fees
Cons
- Product limits on lower plans
- Fewer advanced features
Comparison table
| Tool | Best for | Score | From (indicative) | Free plan |
|---|---|---|---|---|
| Shopify | Best overall | 8.8 | From around $29–39 / month (Basic) | No |
| WooCommerce | Best for WordPress | 8.1 | Free plugin; hosting and extensions extra | Yes |
| BigCommerce | Best for large catalogues | 8.3 | From around $29–39 / month | No |
| Squarespace | Best for small, design-led shops | 8.2 | From around $16–25 / month (billed annually) | No |
| Wix | Best all-in-one for services plus products | 8.2 | Free plan with Wix branding; paid from around $17 / month | Yes |
| SOSquare Online | Best for in-person sellers | 8.2 | Free; paid from around $29–49 / month | Yes |
| Ecwid | Best for adding a store to any site | 8.1 | Free; paid from around $5–25 / month | Yes |
Feature matrix
| Feature | Shopify | WooCommerce | BigCommerce | Squarespace | Wix | Square Online | Ecwid |
|---|---|---|---|---|---|---|---|
| Starting price | ~ $29 / month | Free + hosting | ~ $29 / month | ~ $23 / month | ~ $29 / month (store plans) | Free; paid ~ $29 | Free; paid ~ $14 |
| Hosted | Yes | No | Yes | Yes | Yes | Yes | Yes |
| POS | Shopify POS | Integrations | Integrations | Limited | Wix POS | Square POS | Integrations |
| App ecosystem | Largest | Very large | Large | Smaller | Large | Smaller | Moderate |
| B2B features | Plus / apps | Extensions | Strong | Limited | Limited | Limited | Limited |
| Best for | Most stores | Control | Large / B2B | Design-led | Services + products | In-person sellers | Embedding |
Based on vendor documentation and public plan pages; features change often, so confirm on the plan you intend to buy.
Total cost of running a store
- Platform subscription
- Payment processing fees (and any platform transaction fees)
- Theme (free or paid)
- Apps or extensions for reviews, subscriptions, upsells and shipping
- Hosting and maintenance (WooCommerce)
- Developer or agency time
A store on a $29 plan can easily cost $100–200 a month once apps and themes are added. Compare total cost for the features you need, not plan prices.
Choose by how you sell
- Online-first brand planning to grow → Shopify
- Existing WordPress site and developer access → WooCommerce
- Large catalogue or wholesale customers → BigCommerce
- Small catalogue where design matters most → Squarespace
- In-person shop or restaurant using Square → Square Online
- Existing site that needs a store bolted on → Ecwid
How we chose
- We built a longlist of ecommerce products from vendor documentation, public pricing pages, trust and security pages, and the tools small teams most often ask us about.
- Each product was scored on six weighted criteria — features and fit, ease of use, value, support and reliability, security and privacy, and integrations — using our published methodology. The overall score is calculated, never typed in.
- We priced every product at 5, 10 and 25 seats using its public tiers, and penalised products whose essential features sit behind expensive plans.
- We compared built-in features against the apps you would otherwise need, plus payment fees, POS options and scalability.
- Scores are editorial judgements, not lab benchmarks. Products marked 'Researched' have been assessed from documentation and public information rather than hands-on testing. Prices are indicative and dated on each review.
Read our full scoring methodology →
Start with your catalogue and channels
Product count, variants, wholesale customers and in-person sales narrow the field quickly. Choose a platform that handles your channels natively rather than through workarounds.
Check payment options and fees
Some platforms require their own payment processor; others let you choose. Compare processing fees, payout times and supported payment methods such as wallets and buy-now-pay-later.
Budget for apps
Reviews, subscriptions, bundles and advanced shipping often require paid apps. Price the apps you need before choosing a plan.
Plan for SEO and migration
Check URL structures, redirect tools and product data export. These matter if you replace an existing store or switch later.
See every option we rank in Ecommerce Platforms.
Buying checklist
Before you commit, confirm each of these on the exact plan you will buy:
- Payment options and fees
- Tax and shipping tools
- Inventory and variants
- App/plugin ecosystem
- Multichannel and POS
Avoid these mistakes: Comparing plan prices but not payment and transaction fees. Installing many apps that slow the store and add monthly costs. Not checking tax and shipping support for your markets.
Frequently asked questions
What is the best ecommerce platform for small business?
Shopify for most stores; WooCommerce for WordPress users; BigCommerce for large catalogues and B2B; Squarespace for small design-led shops.
Is Shopify or WooCommerce better?
Shopify is easier and fully hosted; WooCommerce offers more control and ownership. See our Shopify vs WooCommerce comparison.
How much does it cost to run an online store?
Plans start around $29 per month, but apps, themes and payment fees typically bring totals to $100–200+ per month.
What is the cheapest way to start selling online?
Square Online and Ecwid have free plans; WooCommerce is free but needs hosting.
Can I sell in person and online?
Shopify POS and Square Online sync in-person and online inventory and payments.
What are the best Shopify alternatives?
BigCommerce, WooCommerce, Squarespace, Wix, Square Online and Ecwid. See our best Shopify alternatives guide.
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