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Shopify is one of the most dominant ecommerce platforms globally, powering millions of online stores. The platform has evolved significantly in 2025 with its AI design tools and a revamped pricing structure.
We rigorously test the best ecommerce platforms across many criteria. All together, our reviewers have hands-on experience with more than 80 of the best website builders.
- Shopify subscription options:
- 12 month plan – $29 per month ($348 total cost)
Shopify pricing and plans
Shopify’s pricing strikes me as reasonable for what you get, though the value proposition varies significantly across tiers. I appreciate the 25% discount when paying annually, but the jump between plans feels steep. Transaction fees on third-party payment processors can also eat into margins, especially on the lower tiers.
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Plan
$/mo (paid monthly)
$/mo (paid annually)
Basic
$39
$29
Grow
$105
$79
Advanced
$399
$299
Plus
$2,300+
$2,300+
Shopify plans: Explained
Reviewer’s experience: Getting started with Shopify
Step 1: Onboarding
You can pick from and email, Google, Apple, or Facebook login. (Image credit: Shopify)
Creating my Shopify account took less than two minutes. I entered my email, created a password, and chose a store name. This launched a Setup guide that guided me through initial configurations.
It asked about my business goals upfront, which helped tailor subsequent recommendations.
Step 2: Store dashboard
Shopify’s dashboard utilizes plenty of white space, making it simple to navigate. (Image credit: Shopify)
Everything felt logically organized with clear navigation paths in the dashboard. The left sidebar grouped related functions together, with options like Products, Orders, Customers, and Analytics.
I never felt lost during my testing, which speaks volumes about the interface design.
Step 3: Adding products
Uploading products is a breeze. For bulk uploading you can use a CSV file, saving you a bunch of time. (Image credit: Shopify)
Setting up my first product took about five minutes.
The product creation form included all necessary fields with tooltips explaining each option. I could add multiple images, set inventory levels, and configure variants among other things.
Step 4: Themes, design, and customization
Shopify comes with plenty of free themes, but serious stores may want to opt for a paid theme to get that premium look. These cost in the region of $140 to $500. (Image credit: Shopify)
Choosing and customizing a theme was straightforward because I wasn’t looking to build anything fancy. Shopify’s Theme Store offers both free and premium options.
I selected the free Horizon theme and launched into the theme editor. It let me rearrange sections, change colors, and upload my logo without touching code.
Step 5: AI content generator
Shopify’s AI helper ‘Sidekick’ can help you create new pages and content with just a short prompt. (Image credit: Shopify)
Then, I tested the AI layout builder by describing a product page I wanted. Within seconds, Shopify generated a complete layout that I could customize further. The AI content generator helped me draft product descriptions quickly, though the output needed refining.
Shopify’s business tools
Shopify offers the following business tools:
- Point of Sale (POS) system
- Inventory management and tracking
- Order processing and fulfillment
- Payment processing via Shopify Payments
- Multi-location warehouse management
- Tax and duty calculator
Shopify’s business toolkit is vast yet practical. I found most essentials built right in, but for everything that isn’t, you have third-party apps.
Read more about Shopify’s business tools ▼
Point Of Sale (POS) system
Shopify makes it easy to integrate online and in person sales with its POS system. (Image credit: Shopify)
Setting up Shopify POS on an iPad takes about 10 minutes.
The interface syncs up with your online inventory, centralizing all data. However, the POS Lite plan feels limited. You don’t get detailed reports or staff permissions. POS Pro costs $89/month per location.
Inventory management
Inventory management is crucial to online store success, especially for those with multiple locations or a large volume of products. Shopify’s built in inventory management tool can help with this. (Image credit: Shopify)
The inventory system tracks stock across multiple locations in real-time. I could monitor 10 locations on the Basic plan, which seems generous. The interface shows stock levels clearly with color-coded alerts.
If I sold a product through POS, my online storefront would update instantly. However, advanced forecasting requires either the Stocky app or third-party solutions.
Order processing and fulfilment
Order processing is straight forward on Shopify, reducing potential stress and saving time on fulfilment. (Image credit: Shopify)
Processing felt snappy throughout my testing. Shopify’s dashboard displays orders chronologically with clear status indicators. I could fulfill orders, print shipping labels, and send tracking info without leaving the platform.
Shopify’s pre-negotiated carrier rates claim it saves up to 77% on shipping. Label printing works smoothly with both desktop and mobile. But carrier-calculated rates at checkout cost extra on Basic.
Shopify Payments
Alongside its own dedicated Shopify Payments option, you can pick from over 100 payment providers, helping you offer customers easier ways to pay. (Image credit: Shopify)
Setting up Shopify Payments took less than five minutes. It supports credit cards, Apple Pay, Google Pay, and Shop Pay.
I’d recommend sticking with Shopify Payments unless you have specific needs. Transaction fees are competitive: 2.9% + 30¢ on Basic. But using third-party processors adds 2% extra, which quickly eats profits.
Multi-location warehouse management
Businesses with multiple locations can benefit from this dedicated tool, helping better manage stock and reduce friction. (Image credit: Shopify)
I set up three test warehouses and assigned inventory to each.
Shopify automatically routes orders to optimal locations based on proximity. Stock transfers between locations happen through a simple interface. However, automated transfer recommendations require third-party apps.
Tax and duty calculator
For online stores managing tax is dull, time consuming, but essential. This tools can take a lot of the leg work, minimizing the time you spend on calculating tax. (Image credit: Shopify)
Shopify’s tax calculator now works across all plans, which is new for 2025. I tested international orders and found the duty calculations accurate. The system displays full costs at checkout, preventing surprise fees for customers.
One caveat: Shopify charges a 0.5% transaction fee when duties are calculated. You’ll also need duty-prepaid labels from third parties to avoid double-charging customers.
Shopify’s marketing tools
Shopify offers the following marketing tools:
- Email marketing via Shopify Email
- Abandoned cart recovery
- SEO optimization tools
- Social media integration
- Discount and coupon creation
- Marketing automation with Shopify Flow
- Analytics and reporting
Shopify’s marketing features cover the basics well. I appreciated the email, workflow automation, and SEO tools. But advanced automation requires add-ons, which was a bit disappointing.
Read more about Shopify’s marketing tools ▼
Shopify Email
Built in email marketing can help you re-engage potential customers, bringing them back to your site and driving sales. (Image credit: Shopify)
Shopify Email integrates into your admin panel. I created my first campaign in 15 minutes using pre-built templates. The editor lets you drag product images straight from your catalog.
You get 10,000 free emails monthly, which helps small businesses. Beyond that, it’s $1 per 1,000 emails sent. The segmentation options felt basic compared to Klaviyo, but adequate for simple campaigns.
Abandoned cart recovery
Abandoned carts offer a prime opportunity to close a sale. (Image credit: Shopify)
Abandoned cart emails work automatically once enabled.
I set mine to send 10 hours after checkout abandonment. The system includes the cart contents and a direct checkout link. Setup took less than five minutes. I also liked how Shopify checks for email consent before sending to avoid compliance issues.
Optimizing your site and product pages for search engines is essential in helping customers find you, but can also take up a lot of time. Shopify’s built in SEO tools can help speed this process up. (Image credit: Shopify)
The built-in SEO features cover fundamentals well. I could edit meta titles, descriptions, and URLs for each product. It also generates a sitemap automatically and submits it to Google.
However, I noticed some limitations during testing. URL structures aren’t fully customizable, which bothered me. Duplicate content issues can occur with product variants. Blog functionality also feels basic. Advanced SEO work requires apps like Booster SEO or TinyIMG.
Social media platforms like Facebook and Instagram help you sell your products in spaces where your customers are already active. Shopify lets you easily sell via these on one central platform. (Image credit: Shopify)
Connecting Facebook and Instagram took about three minutes. I synced my product catalog and created shoppable posts directly from Shopify.
Orders from social platforms flow into the same dashboard as web orders. The integration supports TikTok, Pinterest, and YouTube Shopping too. But what I missed was native social media scheduling.
Discount and coupon creation
Discounts and coupons can drastically increase sales. However, monitoring and managing them can be tricky. This is where Shopify’s dedicated discount tool comes in handy. (Image credit: Shopify)
Creating discounts felt straightforward throughout my testing. I set up percentage discounts, fixed amounts, free shipping, and buy-one-get-one offers. The interface also lets you set start/end dates and usage limits.
You can also create unique codes for specific customers or campaigns. But advanced features like tiered discounts require apps. The native system handles basics well but won’t satisfy complex promotional strategies.
Shopify Flow
Shopify Flow takes some time to set up and master, but can automate many repetitive tasks, saving considerable resources in the long run. (Image credit: Shopify)
Shopify Flow was a pleasant surprise for a native automation tool.
I created workflows that trigger based on inventory levels, customer tags, and order values. I set up a workflow that notified me via Slack when inventory dropped below 20 units. It then automatically drafted a purchase order and offered to email my supplier. However, mastering it requires time.
Analytics and reporting
Shopify’s analytics give excellent insight into what is and isn’t working. Use the data here to shape your strategy for products, marketing, and website improvements. (Image credit: Shopify)
The analytics dashboard provides a clear sales overview.
I could track revenue, traffic sources, and customer behavior at a glance. The real-time data updates helped me make quick decisions during testing. Basic reporting felt adequate, but advanced reports like customer cohorts and forecasting lock behind higher tiers.
Reviewer’s experience: Shopify support
Shopify support is comprehensive, but can be a little slow. Our testing found support agent’s to be knowledgeable enough to answer basic questions, although help for more advanced issues needed to be escalated. (Image credit: Shopify)
Shopify offers 24/7 support via live chat across all plans. Phone support is reserved for Shopify Plus customers. Email responses typically take 2-4 days.
I tested the live chat during my review. The initial wait time was about 14 minutes, despite a 5-minute estimate. Once connected, the agent was polite and helpful, though responses felt somewhat scripted. They resolved my basic question about inventory management but couldn’t address a more technical theme-related issue without escalation.
That said, user opinion on support is decidedly mixed.
On Capterra, Shopify scores 4.5/5 from over 6,500 reviews, with many praising ease of use. G2 shows a similar 4.4/5 rating from nearly 4,500 business users. However, Trustpilot tells a different story with a 1.3/5 rating from over 4,000 reviews.
Common complaints include billing disputes, payment holds, and difficulty reaching knowledgeable support staff. Reddit users frequently mention that support quality has declined, with offshore teams providing inconsistent answers and reluctance to escalate issues.
Test results: Shopify
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Attribute
Notes
Rating
Value for money
Solid pricing for what you get, but app costs add up quickly. Third-party payment fees hurt margins. Similar entry-level price to other website builder ecommerce plans.
★★★★☆
Ease of use
Intuitive dashboard and setup process. Minimal learning curve for beginners.
★★★★★
Design
Professional themes with decent customization. Limited free options require premium purchases.
★★★★☆
Business tools
Comprehensive POS, inventory, and payment systems. Advanced features need higher plans.
★★★★☆
Marketing tools
Covers basics well but lacks depth. Advanced automation requires third-party solutions.
★★★☆☆
Support
24/7 chat available, but wait times vary. Quality inconsistent based on user feedback.
★★★☆☆
Competitor comparison: Shopify
Below we show you how Shopify compares to BigCommerce and Wix, two of its closest competitors:
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Platform
Best for
Our overall rating
Free plan
Paid plans start at
Ease of use
Support
Shopify
Growing online stores
★★★★☆
Trial only
$29.00 USD/month
★★★★☆
Live chat, email, community
BigCommerce
Large product catalogs
★★★★☆
Trial only
$29.00 USD/month
★★★★☆
Live chat, phone, email
Wix
Beginners and hobbyists
★★★★½
Yes
$17.00 USD/month
★★★★★
Live chat, phone, tickets
You can read our Shopify vs BigCommerce comparison to learn more about how the two stack up. To see how it compares to Wix you can check out our Wix vs Shopify guide.
Other options can also be found in our guide to Shopify alternatives.
How we tested Shopify
I built multiple test stores on Shopify to evaluate every aspect of the platform. My hands-on testing covered setup speed, design flexibility, business tools, marketing capabilities, and support quality. I assessed how well Shopify performs for different user types, from solo entrepreneurs to scaling businesses.
At TechRadar, we conduct thorough, real-world testing of every website builder we review. We build actual websites, test features extensively, and compare our findings against marketing claims.
You can read our full guide to how we test website builders to learn more.
Shopify review: FAQs
Is Shopify good for beginners?
Yes, Shopify is accessible for beginners, though simpler platforms exist.
You get an intuitive dashboard, guided setup wizard, and drag-and-drop design tools. You don’t need coding knowledge to launch a professional store. AI-powered features help generate layouts and content quickly.
However, costs can escalate as you add apps and upgrade plans.
How much does Shopify really cost?
Shopify starts at $29/month when paid annually. However, total costs vary significantly based on your needs.
You’ll face transaction fees (2.7% + 30¢ on Basic), app subscriptions, and potentially theme purchases. Third-party payment processors add extra 2% fees. Budget $50-150/month realistically for a functional store with essential apps.
Can I sell on Shopify without inventory?
Yes, Shopify supports dropshipping and print-on-demand business models.
You can connect with suppliers through apps like DSers, Printful, or Spocket. Digital product sales work seamlessly too.
The platform handles order routing to suppliers automatically. This eliminates upfront inventory costs and storage concerns.
Does Shopify take a percentage of sales?
Yes, if you use third-party payment processors, Shopify charges 2% on Basic, 1% on Grow, and 0.6% on Advanced.
Using Shopify Payments eliminates these fees. Standard credit card rates apply: 2.9% + 30¢ on Basic, 2.7% + 30¢ on Grow, and 2.5% + 30¢ on Advanced. The duty calculator adds 0.5% when calculating international taxes.
What are Shopify’s biggest limitations?
Shopify’s main limitations include limited free themes, restrictive URL structures, and plan-locked features. Basic plans restrict staff accounts severely. Advanced customization requires liquid coding knowledge.
Transaction fees on third-party processors hurt margins. App costs accumulate quickly, inflating monthly expenses beyond base subscription rates.
