An honest comparison
Shopify vs. a Custom-Built Website
Shopify is the best store platform there is, and it is the wrong tool for a lot of the businesses that sign up for it. Here is when it fits, when it does not, and how it works next to a custom site.
Side by Side
Where the two paths actually differ
Not a list of reasons to be scared off Shopify. Just what each path really costs you, in money, time, and flexibility.
Cost
Shopify
Plans start at about $39 a month, plus a cut of each sale unless you use Shopify Payments, plus paid apps for things like reviews and bundles. It adds up, but you get a real store for it.
Custom build
For a store I usually keep Shopify for the checkout and build the rest. A custom site starts at $1,997 and can link straight to your Shopify products.
Time investment
Shopify
Fast to launch a basic store. Stocking products, writing descriptions and setting up shipping is where the hours go.
Custom build
Two to three weeks for the site. If you sell online, I connect it to your store so you keep one checkout.
Design flexibility
Shopify
Themes are polished, and a lot of stores use the same few. Real changes need Liquid code or an app, and both cost money.
Custom build
Any layout you want for the pages people land on. The store pages stay in Shopify where they belong.
SEO and speed
Shopify
Shopify is solid on speed and SEO for a store. The fixed URL structure and heavy theme apps are the limits.
Custom build
Content pages, service pages and local pages built for speed and Google. Shopify handles the cart.
Upkeep
Shopify
Shopify handles hosting, security and updates, which is a real strength. Apps can break after theme updates.
Custom build
I handle the site. Shopify handles the store. Nothing to patch on either side.
Ownership
Shopify
You own your products and customer data and can export them. The theme and store live on Shopify, and you keep paying to keep them.
Custom build
You own the site outright. The store is a subscription, and that part is worth it if you sell online.
When Shopify Is Actually the Right Call
If you sell products online, Shopify is the right call. Its checkout, payments, shipping and tax tools are better than anything I would build from scratch, and the monthly fee is worth it. Where it falls short is as a service business website, or as a store that also needs strong local content. That is where a custom site in front of a Shopify checkout works best.
Questions People Ask
Shopify questions, answered plainly
Should a service business use Shopify?
No. Shopify is built for selling products, and you pay for a cart you never use. A plumber, gym or law office is better served by a custom site built around calls and bookings. See /pricing.
Can a custom site and Shopify work together?
Yes, and it is a common setup. The homepage, about page, blog and local pages are custom and fast. When someone clicks Shop, they land in your Shopify store. Google sees one brand, and you keep Shopify's checkout.
Is Shopify good for SEO?
Good for product SEO, within limits. URLs are fixed, the blog is basic, and adding local or service content is clunky. If your store also needs to rank for service searches in your town, that content lives better on a custom site.
Ready for your site to work as hard as you do?
Tell me about your business and I'll reply with honest recommendations and a clear quote. No pressure either way.
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