Shopify or a custom online store: how to choose

If you want to sell online, the first big decision is whether to use a hosted platform such as Shopify, or to have a store built for you. We build both, so here is an honest comparison.

When a hosted platform is the right answer

Platforms like Shopify are a good choice when:

• you sell ordinary products with simple options (size, colour)
• you want to start quickly and test whether people will buy
• standard checkout, shipping and payment options suit you
• you are happy to pay a monthly subscription and app fees as you grow

You get hosting, security updates and a large choice of themes and add-ons. For many shops, this is the sensible place to start, and we will tell you so.

When a custom store is worth it

A custom store makes sense when the platform starts to get in your way:

• Your products are unusual. Made-to-order items, complex bundles, measurements, trade pricing or quotes rather than fixed prices.
• Local payment habits matter. For example, cash on delivery with phone confirmation, bank transfer, or payment providers the platform doesn't support well in your country.
• You need it to work with other systems. Stock shared with a physical shop, a warehouse, an accounting package or your own delivery riders.
• The monthly costs add up. Many paid apps on top of a subscription can cost more over a few years than owning your own store.
• You want full control of the design, the data and where it is hosted.

The questions that decide it

1. How many products do you have, and how do customers choose between them?
2. How will customers pay, and what is normal in your country?
3. Who handles delivery, and do orders need confirming by phone or WhatsApp?
4. Does stock need to stay in sync with a shop or warehouse?
5. What will you need in two years, not just at launch?

If most of your answers are “simple” and “standard”, start with a platform. If several are “it's complicated”, a custom store will probably save you money and frustration.

Whichever you choose

• Make sure the shop, the domain and the customer data are in your name.
• Use real product photos, shot well.
• Check the whole checkout on a cheap phone on mobile data.
• Make it easy to ask a question before buying: a WhatsApp button helps a lot.

You can try a sample custom store in our clothing store demo. If you are unsure which route fits your business, tell us what you sell and we will give you an honest recommendation and a written quote.