How to Choose the Right Ecommerce Platform (Even If It’s Not Shopify)

Not every brand needs Shopify. We’ve built on Shopify and Shopify Plus for years, but we’ve also helped businesses migrate off platforms that didn’t support their growth.

The goal isn’t to choose the most popular platform. It’s to pick the one that supports your business model, protects your margin and unlocks your next stage of growth.

If you’re choosing a platform in 2025, here’s how to think clearly and avoid expensive mistakes.

Start with Your Business Model

Forget feature comparisons for a minute. Instead, map your requirements against:

• Product structure and SKU complexity

• Operational model (DTC, B2B, subscription or hybrid)

• Marketing channels and retention strategy

• Tech stack and internal capabilities

• Expansion into new markets or customer types

Your ecommerce platform should support where you're headed, not just where you are now.

1. If You’re a Product-Led DTC Brand → Shopify

Best fit for:

• Beauty, lifestyle, fashion or homeware brands

• Teams focused on retention, CRO and creative execution

• Businesses between $1M and $25M in revenue

• Lean internal teams with limited dev capacity

Why it works:

• Fully hosted and reliable

• Strong app ecosystem

• Optimised themes and front-end UX

• Tools for subscriptions, loyalty and automation

• Easy for in-house teams to operate and test

Downside: Built-in limitations around complex B2B workflows and multilingual support, though Shopify Plus expands your flexibility.

2. If You’re Running a B2B or Hybrid Operation → BigCommerce or Adobe Commerce

These platforms offer:

• Advanced pricing logic and customer segmentation

• Flexible fulfilment and inventory routing

• Full API control for ERP and PIM systems

• Deeper permission structures and order flows

Best for:

• Wholesale-first or mixed model businesses

• Teams with retained technical partners

• Brands with multi-region catalogues or layered fulfilment needs

You’ll need more development resources and should expect higher maintenance costs.

3. If Content Is Core to Your Strategy → WordPress or Headless CMS

Ideal for:

• Authority-led brands built around education and search

• Editorial teams producing long-form or localised content

• Brands layering content and commerce

WooCommerce is familiar and flexible, but plugin management and performance can become issues. A headless CMS gives more control, but requires technical overhead.

Make sure your team can support it before going down the headless route.

4. If Mobile Speed and UX Are Key → Shopify or Custom Front End

Shopify is fast, secure and mobile-friendly out of the box. For more control, a custom React or Vue front end gives you full flexibility over design and interaction.

Headless might make sense if:

• Your conversion rate is being held back by rigid templates

• You have technical resources to manage a decoupled setup

• You’re ready to invest in long-term performance architecture

Otherwise, start with a high-quality Shopify theme and optimise from there.

5. If You’re Pre-Launch or Testing PMF → Shopify or Squarespace

Need to validate product–market fit quickly? Shopify’s starter stack is efficient and low risk. Squarespace is viable for brands blending content and services, but ecommerce depth is limited.

Migration is much easier when you’re small. Build something lean, then migrate once your business model is proven.

Other Platforms in Context

• Wix: Suited for microbrands and simple catalogues. Outgrown quickly.

• Salesforce Commerce Cloud: Built for enterprise with deep ops complexity. Rarely appropriate under $50M.

• Custom builds: Risky for most brands without dedicated engineering resources. High long-term cost.

How Atlas Studios Supports Platform Choice

We help growth-stage brands assess their current and future needs before recommending a platform. That includes:

• Strategy workshops to map scale plans

• Technical audits of your existing stack

• Migration planning and execution

• Shopify builds when it’s the right fit

• Honest direction if another platform makes more sense

We’re platform experts, not platform pushers.

Final Word

The right platform sets the foundation for your next stage of growth. Choose it based on function, cost of ownership and your team's capacity – not what’s trending.

If you’re weighing up Shopify, BigCommerce, WooCommerce or another option, we’ll help you make the decision clearly and commercially.

No bias, no pressure, no jargon. Just a straight answer.