What Is the Best eCommerce Platform?

Originally published April 30, 2019 on the original SPEN10 blog, where I compared the ecommerce platforms I'd used. The full original was lost when the old site went offline — only its opening survived — so this version was rewritten in October 2026. Platform features and pricing change often, so check each one's current plans before you decide.

So, what is the best ecommerce platform? Keep reading and we'll find out.

The honest answer: it depends on what you're selling, how technical you are, and how much control you want. Here's how the main options compare.

Shopify

Shopify is a hosted, all-in-one ecommerce platform, and it's where I opened my first stores.

Best for: most people selling physical products who want to get started quickly.

• Pros: Very easy to set up, reliable hosting and checkout handled for you, a huge app store and theme library, and lots of tutorials.
• Cons: Monthly subscription plus transaction or app costs that add up, and less control over how everything works under the hood.
• Watch out: Read the rules for what you plan to sell. When I tried selling digital game keys, fraudulent orders and chargebacks — and Shopify's restrictions on that kind of product — sank the store.

WooCommerce

WooCommerce is a free, open-source plugin that turns a WordPress website into a store.

Best for: people who already use WordPress, or want full ownership and flexibility.

• Pros: The plugin itself is free, it's endlessly customizable, and you own everything.
• Cons: You're responsible for hosting, security, updates and backups, and premium extensions can add up.

BigCommerce

BigCommerce is another hosted platform, similar to Shopify, with more features built in.

Best for: growing stores with larger catalogs that want more built-in features and fewer add-on apps.

• Pros: Lots of features included out of the box, and strong options for larger and B2B stores.
• Cons: A steeper learning curve than Shopify for beginners, and a smaller app and theme ecosystem.

All-in-one website builders

Builders like Squarespace and Wix include ecommerce features alongside their website tools.

Best for: small catalogs, or businesses where the store is a side feature of a bigger website.

• Pros: Beautiful templates and one tool for your whole site.
• Cons: Fewer ecommerce features and integrations than dedicated platforms.

Marketplaces

Selling on established marketplaces puts your products in front of their existing customers.

Best for: testing products and getting your first sales fast.

• Pros: Built-in traffic and trust.
• Cons: Fees, heavy competition, and you don't own the customer relationship. Many sellers use marketplaces and their own store.

The new option: build your own with AI

In 2019, a fully custom store meant hiring developers. In 2026, AI coding tools make it realistic to build your own storefront on a modern stack — for example, a Next.js site with a payment provider like Stripe for checkout — with no monthly platform fees and complete control.

Best for: digital products, simple catalogs, and people who enjoy building (or want to learn). It's more work than signing up for Shopify, but the SPEN10 guides can help you get there.

So which should you choose?

• Just starting with physical products? Shopify.
• Already on WordPress or want full ownership? WooCommerce.
• Large or growing catalog? BigCommerce.
• Store is a small part of your website? Squarespace or Wix.
• Testing products? A marketplace.
• Want total control, or selling digital products? Build your own with AI.

Whichever you choose, the platform matters less than your product, your niche and your marketing. Pick one, launch, and improve as you go.

— Spencer