E-commerce Platform 2026: Shopify, WooCommerce or Custom?

Short answer: for most new shops, start on Shopify: hosting, security and updates are handled, from $19-25 per month. Choose WooCommerce if you already run a WordPress site and content drives your sales, and budget for maintenance. Magento / Adobe Commerce is for large, multi-country or B2B catalogues. Build custom only when your processes do not fit any platform. When we scanned 1,482 Shopify and WooCommerce shops in October 2026, neither platform won: how a shop is maintained mattered more than which platform it runs on.

Every couple of weeks we get the same question: "We're starting an online shop. Which platform should we choose?"

The answer is never as simple as people hope:

• Ask a WordPress agency, and they'll recommend WooCommerce.

• Ask a Shopify agency, and suddenly Shopify is the greatest invention since sliced bread.

• Ask a software company... and they'll often suggest building everything from scratch.

At We Do Dev Work, we've worked with all of them. We've built stores, migrated stores, rescued stores and, occasionally, convinced clients not to rebuild everything from scratch.

So here's our honest opinion.

Online shopping isn't a niche anymore.

Global e-commerce represents trillions of dollars in annual sales. Millions of businesses depend on their webshop every single day. Choosing the right platform isn't just a technical decision anymore: it can determine how easily your business grows over the next five or ten years.

The Big Three

For well over a decade, three names have dominated the e-commerce landscape:

• WooCommerce

• Shopify

• Magento

Each platform has its strengths. Each has its weaknesses. More importantly, each serves a different type of business.

One interesting observation is that popularity differs significantly around the world.

Region	Most Popular	Strong Alternatives
🇺🇸 United States	Shopify	WooCommerce, Wix
🇨🇦 Canada	Shopify	WooCommerce
🇬🇧 United Kingdom	Shopify	WooCommerce
🇧🇪 Belgium	WooCommerce	Shopify, Magento
🇳🇱 Netherlands	WooCommerce	Shopify, Magento
🇩🇪 Germany	Shopware	Shopify, WooCommerce
🇫🇷 France	PrestaShop	Shopify, WooCommerce
🇦🇺 Australia	Shopify	WooCommerce
🌏 Southeast Asia	Shopify	WooCommerce

One trend is impossible to ignore: new webshops increasingly start on Shopify, while WooCommerce still has an enormous installed base because of its close relationship with WordPress.

Shopify, WooCommerce, Magento and custom: side by side

Prices below come from each vendor's own pricing page (checked October 2026) and exclude agency work, themes and most apps.

Criteria	Shopify	WooCommerce	Magento / Adobe Commerce	Custom
Platform cost	From $19/month (yearly billing) or $25/month (US pricing); Grow $49-65, Advanced $299-399, Plus from $2,300	Free software, no revenue share; hosting typically $25-350/month; extensions $29-299/year each	Adobe Commerce is a paid licence; hosting and development are the real cost	Build cost plus ongoing maintenance
Hosting, security, updates	Handled by Shopify	You or your host	You or a specialist partner	You
Flexibility	High through apps and custom apps, limited at the core	Very high	Very high	Unlimited
Time to launch	Days to weeks	Weeks	Months	Months
Best for	New and growing shops	Existing WordPress sites, content-led shops	Large, complex catalogues and B2B	Processes no platform fits

Shopify also charges a transaction fee of 2% (Basic) down to 0.2% (Plus) if you use a third-party payment provider instead of Shopify Payments. WooPayments on WooCommerce is roughly 2.5-2.9% plus 30 cents per card transaction.

WooCommerce

The platform almost everyone starts with...

...and many businesses eventually outgrow.

Let's get one thing out of the way: WooCommerce is good software. Like really good software.

It's open source, incredibly flexible and integrates perfectly with WordPress. If your company already runs a WordPress website and wants to add an online shop, WooCommerce is often the logical place to start.

The biggest myth? "WooCommerce is free."

No, it isn't.

Installing WooCommerce is free, but running a professional webshop is not.

Sooner or later you'll need:

• Premium plugins

• Payment integrations

• Shipping integrations

• Security tools

• Backup solutions

• Better hosting

• Performance optimisation

• Someone to maintain it all

That "free" webshop suddenly comes with hundreds - or sometimes thousands - of euros per year in licences and maintenance.

And then comes the part every developer knows: 

• WordPress releases an update and out of nowhere plugin A no longer works with Plugin B.

• Your payment provider updates their extension, suddenly the checkout no longer works.

Of course on a Friday afternoon, exactly when your marketing campaign goes live.

The problem usually isn't WooCommerce itself.

It's that a WooCommerce webshop often becomes an ecosystem of twenty or thirty plugins, all written by different companies with different release schedules.

When everything works, it's fantastic.

When something breaks, you're suddenly debugging code written by five different vendors.

We'd recommend WooCommerce if...

• You already have a WordPress website.

• Content marketing and SEO are important.

• Your webshop isn't overly complex.

You have someone who can properly maintain it.

An “ideal” WooCommerce webshop? A public speaker that is selling 2 of his books online and sending it out himself.

Shopify

The platform developers love to criticise...

...and business owners tend to love.

Let's be honest.

Developers complain about Shopify all the time.

• "You don't own everything."

• "It's restrictive."

• "I can't customize every little thing."

And as a developer, trust me: we are correct ;-) 

But we’re also looking at the problem from a developer's perspective.

While the business owner has a different point of view:

• They want to sell.

• They don't want to think about server updates.

• They don't want to update plugins.

• They don't want to wonder whether tomorrow's PHP update will break the checkout.

That's where Shopify shines.

• Hosting? Handled.

• Security? Handled.

• Updates? Handled.

• Performance? Handled.

• Payments? Easy, 5 clicks and it is set up.

• Scalability? Also handled.

You simply spend far less time maintaining your webshop and far more time growing your business.

That's one of the reasons we've recommended Shopify more and more over the last few years: it's often the platform that lets entrepreneurs sleep better at night.

Of course, it's not perfect.

• You'll pay a monthly subscription.

• Many advanced features require paid apps.

And if your business has very unique workflows, you may eventually reach the platform's limits.

But here's our experience.

For roughly 90% of businesses, those limits never become an issue.

Instead, they appreciate having one less thing to worry about.

And with a good development partner: we build that custom app you are lacking!

We'd recommend Shopify if...

• You're launching a new webshop.

• You want to focus on selling instead of maintaining software.

• Reliability is more important than unlimited customisation.

• Your business is expected to grow.

An ideal Shopify use case: a store with customized clothing, worldwide shipping, multiple payment providers and running ads.

Magento

Still the king of complexity.

Magento is incredibly impressive.

It's also incredibly easy to recommend to the wrong client.

If you're selling fifty products: Don’t even think about Magento, please!

If you're operating in multiple countries, have different customer groups, ERP integrations, warehouses, B2B pricing, multiple currencies and hundreds of thousands of products...

Magento starts making a lot of sense.

It's built for complexity.

The trade-off? Complexity isn't free.

• Development costs are higher.

• Maintenance is more specialized.

• Hosting requirements are heavier.

Finding experienced Magento developers is becoming more difficult than finding Shopify or WooCommerce developers.

A practical note for 2026: Adobe's lifecycle policy gives each Adobe Commerce version three years of standard support. Version 2.4.9 (released 12 May 2026) is supported to 31 May 2029, while 2.4.6 left standard support in August 2026 and 2.4.4 and 2.4.5 have already reached the end of extended support. If you run an older store, an upgrade is not optional. PHP 8.1 is also end of life, so budget for upgrades from day one. Adobe's recommended path is its cloud-service version. (Adobe lifecycle policy)

Magento still has its place.

It's just a much smaller place than it occupied ten years ago.

We'd recommend Magento if...

• You're a large retailer.

• You have complex business processes.

• Your organisation already has enterprise systems that need deep integrations.

• You're prepared to invest accordingly.

Ideal if you are a multi-brand seller with millions Euro’s of investment money.

The New Option: Custom Development

Five years ago, we'd almost never recommend building an e-commerce platform from scratch.

Today? That conversation has changed.

We said it before: “AI hasn't replaced developers. It has made experienced developers dramatically more productive.”

That means custom commerce platforms are now financially realistic for companies that previously couldn't justify the investment.

But...

This is where many people get carried away.

A webshop isn't just products and a checkout.

It's also:

• Payments

• Taxes and VAT

• Shipping

• Promotions

• Discount codes

• Inventory

• Customer accounts

• Reviews

• Returns

• Fraud prevention

• Analytics

• SEO

• Email automation

• Security

• GDPR compliance

• Performance optimisation

Platforms like Shopify have spent nearly twenty years solving these problems.

Building them yourself isn't impossible. It's just much more work than most people imagine.

We've seen people estimate six weeks for a custom webshop, six months later they're still implementing edge cases around refunds and shipping.

So when does custom development make sense?

When your business starts adapting to the software instead of the software adapting to your business.

That's usually the tipping point.

The biggest benefit of a custom made shop: it can integrate easier with your whole software eco system, for sure if there are some tailormade solutions running already.

Think about a food factory that is suddenly selling B2C packaging of their curries and needs to integrate with a custom built stock management system and a delivery party that’s running on LINE app. Then we start planning the heavy lifting.

What 1,482 real shops tell us

Between 20 and 26 October 2026 we scanned the homepages of 923 Shopify and 559 WooCommerce shops in the UK, the Netherlands, Belgium and Thailand with EngineeringScore, our own audit tool. The differences follow from who maintains what:

	Shopify (923)	WooCommerce (559)
Median score out of 100	45	48
Homepage over 5 MB	50%	28%
JavaScript library with a known security issue	23%	37%
No share image for social media	18%	48%

Shopify shops were heavier, mostly because of large hero images, video and many apps. WooCommerce shops more often ran outdated code, because there the owner, not the platform, updates plugins and themes. So whichever platform you choose, plan who keeps it light and up to date. The full results are in we scanned 1,482 webshops before Black Friday.

A custom shop we built: Pak Prik

Pak Prik is a family business in Nakhon Pathom, Thailand, that makes curry paste and sold it at a local market. In September 2026 we delivered their brand and a custom webshop built with SvelteKit: Thai and English, an integrated Thai payment provider, recipes, a blog, customer accounts and an affiliate programme. That combination is where custom starts to make sense: local payments, two languages and features that tie the shop to how the business sells. How we handled the payments is in PromptPay and card payments for a Thai webshop.

For a shop with a standard catalogue and standard checkout, the same budget buys a lot of Shopify or WooCommerce. Custom only pays off when the business really needs what a platform cannot do.

So... what would we recommend?

If someone walked into our office tomorrow with a blank sheet of paper and wanted to launch a webshop...

We'd probably recommend Shopify.

Not because it's perfect.

Because it's the platform that allows most businesses to move the fastest with the fewest headaches.

If you're already invested in WordPress, WooCommerce remains a great choice, provided it's built properly and maintained properly.

If you're running a multinational retailer with highly specialised requirements, Magento is still one of the strongest enterprise platforms available.

And if your business processes genuinely don't fit any existing platform...

Then let's have a conversation about custom software.

Just don't build custom because someone told you it's "cooler."

Build it because your business actually needs it.

Technology should solve business problems. Not create new ones.

And that's exactly how we approach every e-commerce project at We Do Dev Work.

Which one should you choose?

• Starting from zero, and you want to sell soon: Shopify.
• You already run a WordPress site and content drives your sales: WooCommerce, with a maintenance plan. If it is already struggling, see what to do when a WordPress site goes offline.
• Many countries, ERP links, B2B pricing, huge catalogue: Magento / Adobe Commerce.
• Your processes do not fit any platform: custom. Read build it or buy it and the cost is not zero first.

Questions we get about this

How much does a webshop cost to run?

Shopify starts at $19-25 per month plus apps and payment fees. WooCommerce has no licence fee, but hosting is typically $25-350 per month and extensions $29-299 per year each. Development and maintenance come on top. See our pricing and website costs in Thailand.

Can I switch platform later?

Yes, but products, customers, orders and SEO URLs all need to be moved and redirected. MigrateXtoY has migration guides and effort estimates between platforms.

Is my current shop healthy?

Run a free audit with EngineeringScore (security, performance, SEO, accessibility, reliability) or our website check. If checkout breaks, use emergency help.

Where to go next?

Good search visibility matters for any shop: see SEO for developers. For a Shopify example, read the Puriphy case study. For custom builds see projects, or add capacity with dedicated staff. To turn shop visitors into conversations, look at Signal.

Sources

• Shopify pricing
• WooCommerce pricing
• Adobe Commerce lifecycle policy