When it comes to building an online store in 2024, two names stand out: Shopify and WordPress (paired with WooCommerce for e-commerce). To dive deeper into this comparison, we at LatchWebDesign had the opportunity to sit down with Pitch Black, an experienced Shopify expert, to discuss how Shopify stacks up against WordPress/WooCommerce.
Our goal? To help you make an informed decision about which platform is right for your business. Whether you’re a small business looking to make your first sale or a large enterprise scaling operations globally, choosing the right platform is a critical step. Let’s dive into how these two platforms compare based on our chat with Pitch Black and what you need to know in 2024.
Key Features Comparison
Shopify
Shopify is known as a fully hosted e-commerce platform. In simple terms, it’s designed to take care of everything related to your online store: hosting, security, and all the technical stuff you might not want to deal with. You sign up, pick a plan, and in just a few steps, your online store can be up and running.
One of Shopify’s standout features is how user-friendly it is. You don’t need any coding skills to create a functional and professional store. The platform comes with a wide selection of themes specifically designed for e-commerce, and there’s a drag-and-drop builder to customize the layout without needing to touch any code.
Beyond the basics, Shopify has a massive app ecosystem that allows you to extend the functionality of your store. From advanced inventory management to integrating email marketing tools, Shopify’s App Store has an option for almost any feature you could need.
For payments, Shopify has its own gateway called Shopify Payments, but it also integrates with more than 100 other gateways, giving you flexibility in how you process transactions. Add to that 24/7 customer support, and you get an idea of why Shopify is a go-to for many entrepreneurs.
If you’re running a larger business, Shopify also offers Shopify Plus, a premium service for enterprises. It comes with advanced customization options, better performance, and a higher level of support.
WordPress (with WooCommerce)
WordPress, on the other hand, is an open-source platform originally built for blogging. However, with the WooCommerce plugin, it becomes a powerful e-commerce solution. Unlike Shopify, WordPress is not a fully hosted service, meaning you’ll need to handle things like hosting, domain registration, and security on your own (or through a hosting provider).
WordPress shines when it comes to flexibility. Because it’s open-source, you have complete control over every aspect of your website. Want a specific feature? There’s almost certainly a plugin for it. Want to customize your theme down to the last pixel? You can either do it yourself or hire a developer to make your site exactly how you envision it.
With WooCommerce, which is the e-commerce plugin that powers the store side of WordPress, you get access to a huge library of extensions. These cover everything from product variations to integrating with shipping services like FedEx or UPS. Unlike Shopify, there’s no built-in payment gateway, but WooCommerce supports a ton of options from PayPal to Stripe, so you won’t be limited.
WordPress does come with a learning curve, though. If you’re not tech-savvy or comfortable with handling plugins, themes, and customization, it might take more effort to get your site exactly how you want. But for those who want full control, WordPress is hard to beat.
Ease of Use
Shopify
When it comes to ease of use, Shopify tends to be the winner, especially for those who are just starting out. The entire process, from signing up to launching a store, is incredibly smooth. Shopify walks you through the steps, from picking a theme to adding your first product.
Its drag-and-drop interface means you can build a fully functioning store without knowing any code, which is a huge plus if you’re more focused on selling than web development. Plus, Shopify handles all the backend operations, like hosting, updates, and security, so you don’t have to.
This convenience does come at the cost of flexibility. While you can customize themes and make them your own, there’s a limit to how far you can push those changes without digging into the code (or hiring a developer). For most users, though, the trade-off is worth it, given the time saved on setup and maintenance.
WordPress
WordPress is a bit different. It’s extremely powerful, but there’s no doubt that it’s harder to use if you’re a beginner. Setting up WordPress requires finding a hosting provider, installing WordPress itself, and then adding the WooCommerce plugin for e-commerce. There are hosting providers that streamline this process, but it’s still more hands-on compared to Shopify.
Once your site is set up, using WordPress day-to-day involves managing plugins, themes, and updates. This can be a bit daunting if you’re not comfortable working with website technology. However, for those who enjoy full control and flexibility, WordPress offers almost endless customization.
The learning curve might be steep, but WordPress is also rewarding. You can adjust and tweak nearly every element of your store. If you’re familiar with web development or plan to hire a developer, WordPress will allow you to create a truly unique experience that might not be possible on Shopify.
Design and Customization
Shopify
Shopify offers a good selection of professionally designed themes that cater to different industries—from fashion to tech gadgets. While the designs are sleek and polished, customization can feel a bit limited unless you’re comfortable using Shopify’s coding language, Liquid.
For many store owners, the built-in design options are more than enough to get a professional-looking store off the ground. You can adjust colors, fonts, and layouts to fit your brand. However, if you’re looking to significantly alter the structure or functionality of a theme, you may need some coding help.
That said, Shopify’s themes are optimized for e-commerce, meaning they come with features like quick product views, mobile-friendly designs, and integrated checkout experiences. So, while customization might not be as broad as WordPress, what you get is a design that’s focused on selling.
WordPress
WordPress, by contrast, is a powerhouse of customization. With thousands of themes available, you can find something that fits any niche, but even more importantly, you can modify these themes in virtually any way. There’s no limit to the level of design flexibility you have, especially if you’re comfortable working with code.
And it’s not just themes. WordPress plugins can completely change how your site functions and looks. Want to add complex product filtering options or create a highly customized checkout experience? There’s a plugin (or several) for that. WooCommerce itself comes with a decent set of customization tools, but the sky’s the limit with additional plugins.
However, with great flexibility comes greater responsibility. While Shopify themes are optimized out of the box, WordPress requires more hands-on work to ensure your site is not only beautiful but also performs well across devices. You might need to test different plugins and themes for compatibility, or hire someone to help you get the look and feel you’re aiming for.
Pricing and Scalability
Shopify
When you sign up for Shopify, you’re committing to a monthly subscription, which simplifies things in terms of budgeting. There are several pricing tiers, starting from Shopify Basic and going up to Shopify Advanced and Shopify Plus for larger enterprises. The prices range from $39 to $2,000+ per month depending on the plan.
With each plan, you get hosting, security, and customer support included, which takes a lot off your plate. However, one thing to keep in mind is that Shopify charges transaction fees if you don’t use Shopify Payments as your processor, so these fees can add up depending on your sales volume.
For businesses that are scaling quickly or expect to grow large, Shopify Plus offers advanced features like higher customization, automation tools, and enhanced support. While it’s pricier, it’s a solid option for enterprises looking for a seamless e-commerce solution.
WordPress
WordPress itself is free, but that’s only the starting point. You’ll need to pay for hosting, which can range from a few dollars a month for shared hosting to hundreds per month for high-performance solutions. WooCommerce is also free, but to extend its functionality, you’ll likely need to purchase premium themes, plugins, or services.
The scalability of WordPress depends on your hosting provider. If you’re running a small store, basic hosting will likely be enough, but as your traffic grows, you might need to upgrade to more robust solutions. This flexibility is both a strength and a challenge—while you can start small, scaling up requires more management compared to Shopify’s all-in-one approach.
So, while WordPress can be cheaper upfront, the costs can increase over time as you add more plugins, services, and premium features to manage your store. The key is balancing your needs with the budget you’re willing to invest in maintaining and growing your site.
SEO and Marketing Tools
Shopify
When it comes to SEO and marketing, Shopify offers a pretty straightforward experience. Right out of the box, it handles the essentials like customizable title tags, meta descriptions, and friendly URLs—all crucial for SEO. Shopify also ensures that its stores are mobile-optimized, which is an important ranking factor for search engines like Google. However, you don’t get quite as much control over deeper SEO settings compared to WordPress.
Shopify also integrates seamlessly with social media platforms and marketing tools like Facebook, Instagram, and Google Ads, which makes promoting your products easier https://pitchblack.au/blog/google-ads-tracking-shopify-purchases. Shopify Email, its built-in email marketing tool, allows users to set up campaigns without the need for third-party services. You can also find apps in the Shopify App Store that provide more advanced marketing automation, customer retention, and analytics.
The trade-off here is that while Shopify gives you solid out-of-the-box marketing tools, it’s more of a plug-and-play situation. You don’t get as much freedom to deeply customize how things work in the backend, but for most users, the built-in options will suffice. And if you do need more power, there are plenty of apps available to fill any gaps.
WordPress
WordPress, combined with WooCommerce, is known for its flexibility and control over SEO. Using SEO plugins like Yoast SEO or Rank Math, you can fully control every aspect of how your site appears in search results. From managing metadata to customizing your URL structure, WordPress gives you the freedom to tweak everything for better search visibility.
When it comes to marketing, WordPress is equally powerful. You can set up email marketing campaigns through plugins like Mailchimp or ConvertKit, integrate with Google Analytics, and even run advanced advertising campaigns through plugins. Since WordPress is a content-first platform, it’s also great for blogging and content marketing, which are key strategies for driving organic traffic.
The biggest advantage of WordPress in terms of marketing is its flexibility. Whether you’re setting up affiliate marketing, handling advanced retargeting, or optimizing for SEO, the tools are there—but the trade-off is the learning curve. Unlike Shopify, where a lot of the marketing tools are built-in and easy to use, WordPress often requires piecing together plugins and making sure everything plays nice together.
Performance and Security
Shopify
Performance is one of Shopify’s strong points. Since Shopify is a fully hosted platform, it handles everything from server speed to site uptime. Shopify’s infrastructure is designed for online stores, ensuring that pages load quickly and customers have a smooth experience, even during traffic spikes or busy sales periods like Black Friday. This is a huge advantage for businesses that don’t want to deal with the technical side of performance optimization.
In terms of security, Shopify is PCI-DSS compliant, meaning it meets all the requirements for securely processing credit card payments. Shopify also provides SSL certificates for free, ensuring that your customers’ data is encrypted. Plus, Shopify takes care of all updates and security patches automatically, which gives you peace of mind without any extra effort.
While Shopify’s closed environment limits the level of customization, it makes up for this by being reliable and worry-free when it comes to performance and security. Everything is handled for you, allowing you to focus on running your business rather than worrying about server downtime or data breaches.
WordPress
WordPress, being self-hosted, requires a bit more attention when it comes to performance and security. The speed and uptime of your WordPress site largely depend on your hosting provider. If you’re using a low-tier shared hosting plan, your site may experience slow loading times during peak traffic. However, with the right hosting provider (like managed WordPress hosting), performance can be stellar. Plugins like WP Rocket or W3 Total Cache can also help optimize your site speed.
Security is another area where WordPress requires more hands-on management. Since it’s open-source, WordPress sites can be more vulnerable to hacks if not properly secured. You’ll need to install security plugins like Wordfence or Sucuri, regularly update your themes and plugins, and back up your site to prevent data loss. SSL certificates are usually provided by hosting providers but aren’t built-in like with Shopify.
The extra flexibility WordPress offers comes with the responsibility of making sure your site is fast and secure. For smaller businesses or those without technical expertise, this could mean additional time or cost for hiring help. But if you’re comfortable managing it, the upside is a fully customizable environment.
Customer Support and Community
Shopify
One area where Shopify shines is customer support. No matter which plan you’re on, you get 24/7 customer support through live chat, email, or phone. For beginners, this is a huge plus. If you run into a problem or need help setting up something, there’s always someone available to assist you. Shopify also has a detailed knowledge base, full of tutorials and guides that can walk you through common issues.
In addition to direct support, Shopify has a strong community of developers, designers, and entrepreneurs. Whether you’re troubleshooting a problem or just looking for advice on growing your business, you can find a lot of help in forums, groups, and even social media communities dedicated to Shopify users.
The downside? Sometimes the solutions might be limited to Shopify’s built-in features, and if your issue is with a third-party app, support may direct you to that app’s developer. But overall, the level of support and documentation is one of Shopify’s big selling points.
WordPress
WordPress doesn’t offer centralized customer support like Shopify does. Since WordPress is open-source, there’s no official help desk you can call. Instead, support comes from various sources: your hosting provider, plugin and theme developers, and the WordPress community itself.
For many issues, you can turn to the massive community of WordPress users for help. WordPress forums, blogs, and tutorials cover just about every problem you might encounter, and chances are, someone has already found a solution to whatever issue you’re facing. Some hosting providers also offer excellent support specifically for WordPress, which can ease the burden if you run into technical trouble.
That said, if you’re not familiar with troubleshooting web issues on your own, finding help might feel more scattered compared to Shopify. You might end up dealing with multiple sources for different problems (hosting issues vs. plugin bugs, for example). But for those who enjoy the open-source ethos, the community-driven support is a robust resource.
Pros and Cons Summary
Shopify
Pros:
- Easy to use, especially for beginners
- Fully managed hosting, security, and performance
- Large app ecosystem for additional features
- 24/7 customer support
- Excellent built-in e-commerce tools
Cons:
- Limited customization compared to WordPress
- Transaction fees unless using Shopify Payments
- Monthly fees can add up as you scale
- Relying on third-party apps can be costly
WordPress
Pros:
- Full control and customization over design and functionality
- Massive library of plugins and themes
- Cheaper in the long run (depending on hosting and plugins)
- Advanced SEO and content marketing tools
- Flexibility to scale and adapt as needed
Cons:
- Steeper learning curve, especially for beginners
- Requires managing hosting, security, and updates
- Customer support is community-driven, not centralized
- Performance and security depend on hosting and plugins
Conclusion
Choosing between Shopify and WordPress in 2024 comes down to what kind of business you run and how much control you want over your website. Shopify is the perfect choice for those who want a no-hassle, streamlined experience, where the technical details are handled for you. It’s great for small businesses, entrepreneurs, and even larger companies that want a reliable, easy-to-manage store with excellent support.
On the other hand, WordPress with WooCommerce is a fantastic option for those who want complete control and flexibility. If you have the skills—or are willing to hire someone—you can create a truly custom online store that fits your exact needs. It’s also the better choice if you’re focused on long-term growth, content marketing, or have unique requirements that off-the-shelf platforms like Shopify might not meet.
Ultimately, both platforms are powerful, and the right one for you depends on your priorities: simplicity and ease, or customization and control.
