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Which Platform Is Best for Ecommerce Website In 2024 

March 15, 2024
Written and researched by experts at AvadaLearn more about our methodology

By Sam Nguyen

CEO Avada Commerce

Choosing the right ecommerce platform can make or break your online business. Having experimented with various platforms, I bring a unique perspective based on real user experiences, steering clear of generic information. This review will provide personal insights and illustrative images to guide you through the intricate world of ecommerce platforms.

Key Features of an Ideal Ecommerce Platform

The success of an ecommerce website hinges on several key features. These features enhance the user experience, streamline business operations, and bolster online visibility.

User Experience and Design Flexibility

A top-notch ecommerce platform prioritizes user experience by offering an easy-to-navigate interface with intuitive design elements. This ensures a smooth journey for users from browsing to purchase. The platform’s design should look good and function effectively, allowing customers to find what they need effortlessly.

Design flexibility is equally crucial. Every brand has its unique identity, and an ideal ecommerce platform should enable businesses to customize their online presence. Customizable templates, flexible layouts, and various design options are essential for creating a distinctive and memorable online store that aligns with the brand’s identity.

Integration Capabilities and Extensions

The ability to integrate with a wide range of third-party applications and extensions is a crucial feature for any ecommerce platform. This integration spans various functionalities, including Customer Relationship Management (CRM) systems, email marketing tools, payment gateways, and accounting software, improving overall operational efficiency.

Security and Payment Processing

A robust platform must implement stringent security measures to protect sensitive customer data. Features like SSL encryption, secure checkout processes, and compliance with payment card industry standards (PCI DSS) are essential for maintaining trust and safety.

Additionally, the platform should offer various payment processing options to cater to different customer preferences. Providing secure payment methods, such as credit cards, digital wallets, and online banking, ensures a convenient and frictionless checkout experience.

SEO and Marketing Tools

An ecommerce platform should have practical SEO tools. These tools enhance the store’s visibility on search engines, making it easier for potential customers to find the website. Features like customizable meta tags, sitemap generation, and search-friendly URLs are vital for optimizing search engine rankings.

Beyond SEO, the platform should offer a suite of marketing tools, including capabilities for email marketing, social media integration, and managing promotional campaigns. Effective use of these tools significantly enhances a business’s ability to reach and engage with its target audience, ultimately driving traffic and sales.

Comparative Analysis of Top Ecommerce Platforms

Here are the top choices of e-commerce platforms I highly recommend for store owners. 

Shopify: A User-Friendly Choice 

Shopify is the best platform for ecommerce. Its self-hosted software helps you sell across various channels, providing a seamless experience from website design to fast shipping. Its intuitive setup and versatile functionalities make it an ideal choice for businesses of all sizes.

Shopify: A User-Friendly Choice


Shopify Pricing

Shopify offers a range of pricing plans tailored to different business needs from $5 to $2000 per month. All plans come with an introductory offer of $1/month for the first three months.

Key Features 

SEO and Marketing Tools

Shopify’s SEO tools enable your store to rank higher on search engines like Google and Bing. You can easily optimize your store with title tags and meta descriptions, making your products more discoverable to potential customers. Integrating Google Analytics into your Shopify store helps you track and understand your website traffic, allowing you to make informed decisions to enhance the customer experience.

SEO and Marketing Tools
Shopify Analytics

This powerful tool provides a detailed view of your store’s performance. You’ll gain insights into sales, traffic sources, and customer behavior. Features like Product Insights offer in-depth information about sales performance and store activity, while Sales & Customers data helps you understand customer buying patterns. Advanced reporting and real-time data analysis are available in higher-tiered plans, giving you a comprehensive business overview.

Shopify Analytics
Shopify POS

Shopify POS integrates seamlessly with your online store, allowing you to accept payments in-store and manage your business from a unified dashboard. It’s an efficient system for managing multiple locations and employees, providing real-time sales reports. The Shopify Retail POS app, compatible with Android and iOS devices and top-class payment devices, makes in-person transactions smooth and hassle-free.

Shopify POS
Customizable Design

Recognizing the importance of website design in brand perception, Shopify offers a wide range of premium and free themes through its theme store. These themes are about aesthetics and functionality, ensuring an excellent user experience (UX) for your customers.

Customizable Design
App Integrations

The Shopify app store houses a plethora of apps for various business needs, from order management and marketing automation to inventory management and accounting software integration. This includes integrations with popular applications like Google Analytics and Facebook Ads, providing a comprehensive suite of tools to grow your business.

App Integrations

Who is Best For 

Shopify is best suited for a wide range of businesses, from startups and individual entrepreneurs to small and medium-sized businesses and even large enterprises. Its scalability, ease of use, and rich feature set make it an ideal platform for anyone looking to establish or grow their online presence.

Magento: For Customization Lovers

Magento is a highly extensible, open-source ecommerce platform, designed for users with at least a basic understanding of web development. Known for its scalability and flexibility, Magento empowers users to build and grow a unique online store tailored to their specific needs.

Magento: For Customization Lovers


Pricing Magento

Magento offers a range of pricing options to cater to various business models and sizes. While the specific pricing details are not explicitly mentioned on their website, Magento provides two primary versions:

  • Adobe Commerce Pro, an all-in-one package suited for merchants of any size or business model
  • Managed Services, which offers expert-level managed services to minimize disruptions and decrease risks.

Key Features

Increased Website Speed

Recognizing the importance of page loading time, Magento has committed itself to creating the fastest ecommerce stores. The platform is optimized for speed, ensuring that your online store loads quickly, which is crucial for customer retention and satisfaction.

Responsive Mobile Design 

Magento maintains high standards in mobile web design. The free community and enterprise versions incorporate HTML5 to maximize the mobile shopping experience. This ensures that your ecommerce store is optimized for mobile users, providing a seamless shopping experience across all devices.

Responsive Mobile Design
Open Source – High Customization

One of Magento’s standout features is its open-source nature, offering unparalleled customization and flexibility. The platform allows you to extend and modify it to create unique, brand-aligned experiences. This adaptability makes Magento a perfect choice for those needing a platform to evolve with their business.

Advanced SEO

Magento has developed exclusive SEO features to help e-business owners improve online visibility. These features are designed to enhance the ranking of store websites and product pages in search engine results, driving more organic traffic.

Multi-platform Integration

Magento allows for comprehensive integration with third-party platforms, giving store owners full control over their ecommerce environment. This includes integrating with various selling or payment gateways, thus providing a cohesive and efficient business management experience.

Who is Best For 

Magento is ideally suited for users with at least basic web development knowledge who want to build and grow a highly customized online store. It is particularly well-suited for businesses that require a high degree of flexibility and customization in their ecommerce platform. 

Whether you’re a small startup or a large enterprise, Magento provides the tools and scalability needed to create a distinctive and robust online presence.

WooCommerce: WordPress Integration

WooCommerce stands as a prominent solution for businesses looking to leverage the power of WordPress for ecommerce. It uniquely combines the ease of blogging with the robustness of an online store. Here’s a detailed look at WooCommerce and its suitability for different types of users.

WooCommerce is not just another ecommerce platform; it’s a free, open-source plugin that seamlessly integrates with WordPress, transforming a content-focused website into a fully functional online store. This integration means you can manage your website’s content and store it in one place, making it a convenient choice for those familiar with WordPress.

WooCommerce: WordPress Integration


 WooCommerce Pricing

The basic WooCommerce plugin is free, which is a huge advantage for startups and small businesses looking to minimize costs. However, additional ecommerce features and website hosting may incur extra charges, allowing you to scale up as your business grows.

Key Features

Product Management

WooCommerce excels in its ability to handle various types of products, including physical goods, digital downloads, and services. This versatility makes it an ideal choice for a wide range of businesses.

Product Management

As open-source software, WooCommerce offers immense flexibility in site design and functionality. You can tailor every aspect of your store to meet your specific needs, creating a unique shopping experience for your customers.

SEO Optimization

Built on WordPress, WooCommerce benefits from excellent SEO capabilities. Optimizing your ecommerce site for search engines is straightforward, giving you an edge in attracting organic traffic.

SEO Optimization

WooCommerce makes it easy to ensure your store looks great and functions well on all devices, enhancing the customer experience.

Diverse Payment Options

The platform comes bundled with various payment options, including major credit cards, bank transfers, checks, and cash on delivery. This range of payment methods caters to a broader customer base and simplifies checkout.

Diverse Payment Options

Who is Best For 

WooCommerce is particularly well-suited for businesses that already have a WordPress website. It’s an ideal choice for those who want to add ecommerce functionality to their existing site without the hassle of switching platforms or learning a new system.

Additionally, WooCommerce is an excellent fit for users who are not necessarily aiming for a high sales volume immediately but are looking for a scalable solution that can grow with their business.

BigCommerce: Scalability for Growing Businesses

BigCommerce is designed for businesses looking to expand their online presence. With its array of features geared towards growth, it provides an ideal platform for businesses at various stages – from new, ambitious ecommerce stores to well-established ones seeking more robust functionalities.



BigCommerce Pricing

BigCommerce offers a variety of pricing plans from $39 to $399 per month. All plans come with a 15-day free trial, allowing you to experience BigCommerce before committing.

Key Features

Multi-channel Selling Options

BigCommerce stands out for its multi-channel integration. You can sell across various platforms like Amazon, eBay, Walmart, Facebook, Instagram, and Google Shopping, all managed from a single dashboard. For instance, selling directly on eBay is seamlessly integrated, enhancing the convenience of managing sales across different channels.

SEO Features

Recognizing the importance of SEO for online visibility, BigCommerce includes built-in SEO optimization features. This includes optimized URLs, microdata for product pages, and a content delivery network to boost site speed. Additional advanced SEO plugins are available for those seeking a more tailored approach.

BigCommerce SEO Features
Product Management

The platform offers a user-friendly product management area. With straightforward interfaces for adding, searching, importing, and exporting products and the added advantage of unlimited file storage and bandwidth, it simplifies product management significantly. Integration with CRMs like Zoho and Salesforce also enhances customer relationship management capabilities.

Comprehensive Checkout 

BigCommerce excels in optimizing the checkout experience. The Checkout SDK provides a customizable checkout process, including options for guest checkouts and an embeddable one-page checkout. The abandoned cart recovery system, available in higher plans, is a notable feature for boosting sales conversions.

Who is Best For 

BigCommerce is ideal for:

  • New Ecommerce Stores: The platform’s scalability makes it perfect for ambitious new stores planning for rapid growth.
  • Stores Selling on Multiple Platforms: Its multi-channel selling options are a boon for stores that also sell through platforms like Instagram, Etsy, or eBay.
  • Well-Established Ecommerce Stores: For businesses that have outgrown their current platform, BigCommerce offers the advanced features and scalability needed for continued expansion.

Wix: Simplicity Meets Functionality

Wix provides an intuitive drag-and-drop interface that allows users to create visually appealing websites without any design or coding experience. Its ease of use and flexibility make it a popular choice for those looking to establish an online presence quickly and efficiently.

Wix: Simplicity Meets Functionality


Wix Pricing

Wix offers a variety of plans, from free plans to paid plans. Business Plans cater to different business needs, from basic functionality to advanced features for scaling businesses.

Key Features

Templates and Design Customization

Wix has over 800 templates, with more than 100 dedicated to online stores. Each template is free and fully customizable, allowing you to put your personal touch on your site’s design. The drag-and-drop editor ensures that even those without technical skills can create a unique and branded online store.

Wix - Templates and Design Customization
Payment Options and Security

Wix offers a variety of payment gateways, including PayPal, Stripe, and Square, with over 50 options. Wix also has its own payment gateway, Wix Payments, for streamlined transaction management. Additionally, all Wix sites come with an SSL certificate to secure customer information during transactions.

Wix - Payment Options and Security
Inventory Management

Wix excels in inventory management, supporting unlimited product listings and mass importation of products via CSV files. The Wix Stores app allows you to manage inventory efficiently, track product numbers, and automatically update stock levels.

Wix - Inventory Management
Multichannel Selling

Wix supports selling on multiple channels, including Instagram, providing significant exposure for your brand and products. While selling on other platforms like Facebook and Pinterest requires third-party apps, Wix’s integration capabilities make it easy to expand your sales channels.

Wix - Multichannel Selling
SEO Tools

Wix includes built-in SEO tools to help your site rank well in search engines. The platform offers mobile optimization and customizable SEO options like alt text and keyword settings. Wix’s SEO Wiz and SEO Guide provide a personalized plan and guidance for optimizing your site.

Wix - SEO Tools

Who is Best For 

Wix is an excellent choice for:

  • Small Businesses and Creatives: Its user-friendly interface and rich set of features make it ideal for small businesses and individuals looking to establish a solid online presence.
  • Beginners: With its easy-to-use tools and affordable plans, Wix is perfect for those starting their first website or online store.
  • Budget-Conscious Users: Wix’s range of plans, including a free option, caters to users who are mindful of spending but still want a feature-rich platform.

Here, we explore three remarkable case studies of online stores that have harnessed the power of popular ecommerce platforms to achieve significant growth and recognition. 

Case Studies of Successful Online Stores

Almanac: A BigCommerce Success

Almanac: A BigCommerce Success

Almanac is a unique example of ecommerce success on BigCommerce. Their primary product is The Old Farmer’s Almanac, the oldest almanac in the United States and the best-selling annual periodical in North America. They’ve diversified their offerings to include gardening magazines, cookbooks, and a digital monthly magazine. 

Despite a slightly cluttered website design, Almanac has made it effortless for customers to navigate their site, prominently featuring a large search bar. They also pay close attention to product descriptions and leverage customer reviews for social proof, enhancing their online credibility and user experience.

HELM Boots: A Shopify Triumph

HELM Boots: A Shopify Triumph

HELM Boots, established in 2009 in Austin, Texas, exemplifies Shopify’s capabilities for online retail. Specializing in classic-style footwear with a modern twist, HELM Boots are entirely made in the USA. 

Gaining rapid popularity, including celebrity clientele like Ben Affleck, HELM’s Shopify store showcases their commitment to quality and craftsmanship. Their success on Shopify is a testament to the platform’s ability to support artisanal brands and help them reach a wider audience, maintaining a robust brand presence online.

Fred Perry: Magento’s Fashion Icon

Fred Perry: Magento’s Fashion Icon

Fred Perry, an internationally recognized brand famous for its preppy clothing lines, from sportswear to casual wear, has been thriving since 1952. Their move to Magento has allowed them full control over their online store’s customization. This flexibility has enabled them to manage their virtual inventory efficiently and provide a seamless shopping experience for customers worldwide. 

Magento’s robust features have been instrumental in maintaining Fred Perry’s classic aesthetic while catering to a global audience, demonstrating the platform’s strength in supporting established brands in expanding their digital footprint.

Learning from the Best in Ecommerce

  • Embrace Change and Expand Offerings: Just like Almanac, businesses should be open to exploring new products or services that align with their brand, which can lead to new market opportunities.
  • Maintain Quality and Brand Consistency: Inspired by HELM Boots, maintaining high-quality products and a consistent brand narrative is essential. This helps store owners build a loyal customer base and differentiate from competitors.
  • Leverage Customization for Global Appeal: Drawing from Fred Perry’s experience, leveraging platform features for customization can aid in catering to a diverse, global customer base, ensuring a personalized and smooth shopping experience.
  • Focus on User Experience: All three cases highlight the importance of a user-friendly website. Whether it’s a straightforward search function, detailed product descriptions, or easy navigation, the user experience can significantly impact sales and customer retention.
  • Utilize Customer Feedback: Incorporating customer reviews and feedback, as seen with Almanac, helps merchants build trust and credibility, which are vital for online businesses.

Bottom Line 

By choosing the right platform and learning from the best ecommerce website, businesses can set the foundation for a thriving online presence, adapting and growing in tandem with the rapid changes.


Shopify stands out for its user-friendly interface, making it ideal for entrepreneurs and small to medium-sized businesses with minimal technical expertise. It offers a range of key features such as SEO tools, Shopify Analytics, a vast array of customizable templates, and multi-channel selling options. 
Magento, known for its high flexibility and customization capabilities, is best suited for users with at least a basic level of web development knowledge. It allows full control over online store customization, making it ideal for businesses that require unique, tailored ecommerce solutions. Features like advanced SEO, multi-platform integration, and the ability to handle complex product catalogs make Magento a strong choice for larger businesses or those with specific ecommerce demands.
Absolutely! WooCommerce is a free, open-source plugin for WordPress and is best for companies with a WordPress website. It seamlessly converts a WordPress site into a fully functional online store, making it a perfect solution for those who want to add ecommerce functionality to their existing website without learning a new system.
BigCommerce is known for its scalability, making it suitable for new and well-established ecommerce stores. Key features include multi-channel selling options, built-in SEO optimization, comprehensive product management, and an advanced checkout process. This platform is particularly advantageous for businesses that plan to scale quickly and require a comprehensive set of features to manage their growth effectively.
Yes, Wix is an excellent platform for small businesses, creatives, and beginners looking to create a professional online store. With over 800 templates, including more than 100 dedicated to online stores, Wix offers a range of design customization options, multiple payment gateways, robust inventory management, and vital SEO tools. Its drag-and-drop interface makes it easy for anyone to create a unique and functional ecommerce website without needing advanced technical skills.

Sam Nguyen is the CEO and founder of Avada Commerce, an e-commerce solution provider headquartered in Singapore. He is an expert on the Shopify e-commerce platform for online stores and retail point-of-sale systems. Sam loves talking about e-commerce and he aims to help over a million online businesses grow and thrive.