Shopify is a fully web-based eCommerce Shopping Cart that gives you the ability to sell retail goods online. You can create your store, pick your design, customize it to suit your brand, add products, adjust tax and shipping settings, manage orders, manage customers, get sales reports, and so on. It’s a feature-rich sales register for online retailers, both big and small. The software sits on Shopify’s servers, which all but nullifies the cost and effort of maintaining your own servers.
Shopify is based out of Ontario, Canada, and has been in business since 2006. The original software was developed by the trio Tobias Lütke, Daniel Welnand, and Scott Lake, who created Shopify when their own snowboarding business needed a better online shopping cart than what was on the market. Rather than complain and move on, they created their own solution. Shopify now serves more than 243,000 merchants, and that number is growing daily with clients like the Foo Fighters, Amnesty International, and Github (see full gallery here). These merchants together have now totaled over $14 Billion dollars in transactions.
The original release of the software was very good, but when Shopify 2 rolled out in April of 2013, it came with more robust and merchant-minded features, as well as a cleaner backend. It also added a live Theme Editor, and better search and filter functionality to its admin. The ability to issue partial refunds (without having to go through PayPal) and improved analytics and reporting tools are also bright spots in the new version.
We extensively researched and tested this software. Keep in mind that the info you’ll read in this review applies to Shopify’s latest version. In my opinion, Shopify is one of the best (if not the best) shopping cart platforms on the web today, although I can’t say that it isn’t without its downsides. Even so, the beauty, simplicity, and customer support earned Shopify a near perfect rating. Continue reading our Shopify review for all the details.
All Shopify plans come with a fully functional 14-day (no credit card required) trial. There are no setup or cancellation fees. While their plans are offered on a month-to-month basis, users can opt to subscribe for a 1-year contract, payable up front, for a 10% discount, or 20% for a 2-year contract. The prices below reflect the eCommerce pricing only. Prices may vary when including Point of Sale (POS) systems and hardware.
Lite plan: $9/month
Credit Card Rate:
2.9% + 30¢ Online
No transaction fee if you use Shopify Payments. If you choose an external payment gateway, there will be a variable transaction fee, based on your plan.
Unlimited number of products
Unlimited online storage
Chat & Email Support
Basic plan: $29/month
Credit Card Rate:
2.9% + 30¢ Online
Discount code engine
Free Shopify Card Reader
Online store and Blog
Pro plan: $79/month
Credit Card Rate:
2.6% + 30¢
Abandoned cart recovery
Unlimited plan: $179/month
Credit Card Rate:
2.4% + 30¢ Online
Advanced report builder
Real-time carrier shipping
Enterprise: If you’re planning on selling over a million dollars per year, you’ll need to contact them for special pricing.
I’m not too fond of Shopify’s transaction fees, although they do get waived if you use Shopify as your credit card processor. The other carts that I’ve reviewed like Magento, BigCommerce, and Volusion don’t charge any transaction fees, so that’s something to consider when making your decision. It’s absolutely worth crunching the numbers with your projected yearly sales to determine if these fees are something you can handle. Shopify does offer unlimited bandwidth on all plans, however. Some hosted shopping cart vendors have been known to gouge customers on hidden bandwidth fees, so that may even things out a bit.
Web-Hosted or Licensed:
Ease of Use:
Front End (customer-facing):
The most important aspect of a Shopping Cart is not how easy it is for you to use; it’s how easy the customer finds it to use. No customer will depart with their hard-earned cash if the sales process is frustrating. That’s a sure way to have a very high volume of abandoned carts. Furthermore, most of those customers will not return, or worse, will not recommend your store to their sphere of influence.
With that in mind, Shopify gets 5 stars in the Ease of Use department. I do not give a perfect score lightly. The Shopify cart was very easy to set up and manage. I was able to complete a mock transaction and test how the software works from both the customer side and the admin side. If I had been a customer transacting a deal, I would have felt assured that the retailer was legitimate, organized, and professional. The icing on the cake is that I saw no Shopify branding, giving me a consistent shopping experience.
Back End (admin panel):
As for getting the online store set up, it only takes a few minutes to open and create the bones of your store. When you first start to build your site, you can preview how it will look before you go live. You can view your store either via the live editor in the backend or online by using a password, which is emailed to you when you sign up for a free trial. To make the process of opening your store even easier, Shopify also offers a service for purchasing and setting up a domain name (under “store settings” then “domain”) or walks you through how to use your current URL in your store.
Your admin homepage outlines the four main steps you’ll need to take before you start selling: adding products, customizing your branding, setting up your domain, and determining your shipping and tax info. But of course, the seasoned retailer knows they will also want to spend time writing store policies, adding a shop description and product details, integrating add-ons like Google Analytics and more. Inputting collections (aka categories), customer info, items, images, etc. is very straightforward. The improved Fraud Detection and Partial Returns features offered in the new version only sweeten the deal.
In the eCommerce world, simplicity is critical. If a business owner has to spend more time learning the cart rather than launching their store, they are likely to look elsewhere for a more manageable shopping cart. Shopify makes it easy to get off the ground, and allows you to fine-tune later on.
Some final notes about Shopify’s ease of use:
Adding products is a cinch, compared to some of the competition.
You can drag and drop links in your navigation menu to rearrange them.
There’s a blog/article section that comes standard with every shop, and adding pages or blog posts is incredibly easy to do.
Editing themes couldn’t be simpler.
Hardware and Software Requirements:
Since Shopify is a web-based (hosted) eCommerce software, all you’ll need is an internet connection and an updated browser (Chrome, Firefox, Safari). There are no hardware or operating system requirements, but it’s obviously better to have updated technology.
Shopify is one of the more feature-rich carts out there, and that’s not just a nice way of saying “complex.” Some of the advanced features are optional (like editing your own HTML code) while others are completely automatic (like shipping and tax calculators.) Shopify is excellent at being highly accessible for the newcomer and online guru alike.
I’ve compiled a list of highlights that Shopify offers. Most of these features are offered at every subscription level, but a few (such as support for Gift Cards and the real-time shipping calculator) are exclusive to the higher paid plans. The exclusive features don’t strike me as a hook to get merchants to spring for more expensive plans; the feature sets actually seem well tailored to the size of business they are designed for. Here are a few highlights:
Website builder. Some shopping carts out there are designed to be embedded in pre-existing sites, but Shopify offers an in-house tool for designing a complete online store.
Themes. No coding required. While there are plenty of free themes to choose from, the average price came in around $150.
HTML CSS friendly. For those who want to customize their store or add unique features, you may dig to the code as much as you like.
Mobile friendly. Most themes have designs for your desktop computer, and your phones and tablets as well.
Mobile Management. Log in to your dashboard and keep your store running smoothly, as easily as if you were in your office.
Fulfillment. Connect with fulfillment centers, or perform single or bulk fulfillment actions.
Google Analytics. Shopify includes traffic and referral reports to give you a bird’s eye view of your store.
Abandoned cart recovery. To help increase your conversion, you can set up emails to be automatically sent to customers who have not completed their transactions.
Reports. Reports on products, inventory levels, sales, and more are exportable to your preferred 3rd party tools.
45+ payment gateways supported for the U.S., and many more for other countries. Accept all major credit cards, and even trendy alternatives like Bitcoin.
Automatic taxes. Shopify can automatically detect your region for calculating state and county tax rates.
Automatic shipping rates. Available in the Unlimited plan, shipping rates are retrieved real-time from most major carriers.
Secure checkout with a 256-bit SSL Certificate. This is the encryption that is used by all the major U.S. banks, ensuring your and your customer’s data is secure.
Guest checkout. Shoppers who are new to your store may want to try out a few products before committing to yet another online account.
Customer accounts. For your loyal returning shoppers, you can offer account creation, which helps you manage orders and order history, offer related products, and include them in special promotions.
Customer Profiles. Quickly locate customers and customer groups, track shopping habits, offer targeted promotions, and more.
Email templates. Whether you’re sending out marketing blasts, digital receipts, or abandoned cart notifications, there are customizable email templates to keep your communication clean and consistent.
Organization. Keep products organized into groups for specific seasons, certain promotions, or admin-level considerations like vendor price and inventory count.
Inventory Control. Includes options such as low-stock freezes, so you can’t dig yourself into a hole by out-selling your supply.
Digital Downloads are supported.
Variations. Options such as size, color, accessories, or bundles can be tracked separately in your inventory.
Unlimited Bandwidth. Shopify doesn’t penalize you for have successful online traffic.
SEO tools include product-level SEO data, like titles and meta tags
Social Media integration. Customers can browse your products without ever leaving Facebook, and Buy Now buttons can be added to sites like Pinterest.
Promo codes can be generated for certain customer groups, certain product bundles, and other special promotions.
Gift cards are able to be produced in the Professional and Unlimited plans.
If there’s something missing, you can most likely find add-ons to complete your site in Shopify’s App Store.
As I mentioned above, the dashboard in Shopify 2 received a complete makeover. The end result is a refined, functional admin. I especially like the super intuitive, live theme editor (found under “Themes,” then “Theme Settings” in the backend.) This new tool lets you customize your store’s design elements while tracking changes in a preview window without having to first publish the changes. I love that as soon as you save a change–switch the font from Arial to Verdana, for example–it instantly appears in the live editor without having to refresh the pop-up screen.
Shopify’s Theme Settings make it really easy to customize the most important areas of your template without requiring you to edit the raw files. Shopify gives you an incredible amount of control in a “for dummies” format, which is essential for anyone who doesn’t have an in-depth knowledge of web design.
As of the date of this review, there are over 100 premium themes to choose from, several of which are free, with new skins from third-party developers being uploaded all the time. These themes are some of the best looking designs that I have seen. Very clean, very stylish, very professional. If I was just starting out, I would definitely choose to purchase a theme over hiring a design firm. It would protect me from one more headache, and save some hard-earned cash in the long run. However, if you do need a design pro, then head over to the “Experts” section. You’ll be sure to find one there.
Your own domain name can be added, or you can purchase custom one through Shopify for as little as $9.
Integrations and Add-Ons:
There are entirely too many integrations and add-ons for me to list here. Chances are, if you can think of it, Shopify has already made it available in its App Store. In addition to apps developed by Shopify (there’s a popular Shopify iPhone app that’s free to download), you’ll find a plethora of accounting, social media, marketing, reporting, and more third-party add-ons. They’re all there.
Some of the apps are free, and others cost a small fee, so if you’re consistently adding new paid apps to increase the functionality of your store, then things may get pricey. Check out Shopify’s App Store to browse offerings.
Shopify is compatible with more than 45 gateways, including top names like Visa and PayPal, so chances are great that you’ll be able to work with your credit card processor in order to accept payments from buyers around the world.
In August of 2013 the cart rolled out Shopify Payments. The in-house credit card processor seamlessly integrates into merchant accounts, instantly ‘green lights’ payments, enables easier chargeback recovery, and lets merchants view payments in real-time. If you decide to use Shopify Payments, your transaction fees will be lifted regardless of your plan, and you can add on a second processor like PayPal for no additional fees. You can read more about the program here. At last check Shopify Payments was only available to merchants based in the U.S.
It’s clear that Shopify puts time and effort into customer relationship development, since the more your store grows the longer you’re likely to be a customer. I could spend hours clicking around Shopify’s own Blog which spotlights topics like SEO, dropshipping, and growing your business.
The company also has Facebook and Twitter accounts that can serve as additional support channels should you not have any luck with the above resources.
While Shopify used to lack 24/7 phone support, I am happy to see that merchants can now contact a support person directly for assistance with different numbers for users based in North America, the UK, Australia, and New Zealand.
Phone numbers are available for UK, Australia, New Zealand, India, Malaysia, Singapore, and Indonesia. See the list here.
My overall experience with Customer Service and Technical Support was positive. I submitted one general question and one technical one, and in both cases, I got a satisfactory response the same day.
Negative Reviews and Complaints:
I had a hard time finding many negative reviews of Shopify 2. Overall, the online chatter seems to be very positive. However, Shopify is not completely without complaints. The main things that customers have been talking about are:
Add-Ons Can Get Expensive – Some users are a bit upset with how expensive the add-ons can become. Since Shopify is focused on minimalism right out the box, most store owners have to buy add-ons to increase the functionality of their store.
Transaction Fees – There are quite a few customers complaining about Shopify’s transaction fees, which is understandable. Nobody wants to pay out a percentage of their sales, especially when they’re already doing it with their credit card processor. Keep in mind that Shopify Payments users are exempt from transaction fees.
Checkout Redirects to Shopify.com – When someone wants to pay for the product that they bought from your store, they will be redirected to the Shopify domain (checkout.shopify.com). It’s possible that seeing the domain change may scare off some customers, but I haven’t seen any studies to verify the claim.
Designers Don’t Like Liquid Templating Language – Some hardcore designers and developers are complaining about Shopify’s use of Liquid Templating. Apparently there’s a slight learning curve, and designers prefer to work with something that they already know.
Limited to 100 Product Variations – Apps like the Product Customizer can help you get around that for a small monthly fee.
Positive Reviews and Testimonials:
You can find a large number of positive Shopify reviews directly on the Shopify website, but that’s no surprise. Elsewhere on the web the feedback that I’ve read about Shopify is very positive, with most people praising Shopify’s ease of use and excellent customer support. I personally agree with those reviews. Most users are happy with Shopify 2 and report few issues transitioning to the updated software. Here are some user highlights:
Easy to Use – This is by far the most frequent glowing review that I’ve read about Shopify. They’ve really nailed the “simplicity” thing. I am yet to try another shopping cart that is easier to use than Shopify. Kudos on this one.
Gorgeous Themes – I couldn’t agree more with the online chatter about this one. Shopify’s themes are really nice. And they just keep getting better.
Excellent Support – A lot of people are raving about Shopify’s customer support, which is a rarity in this industry. Most shopping cart providers fall short on the customer service end, but Shopify seems to be doing well.
And here are some less frequent positives:
Full-control over HTML/CSS.
Offers a CDN (Content Delivery Network).
Automated daily backups.
Good track record for server uptime.
Compatible with many payment gateways.
After speaking with a Customer Service Representative, I was able to determine that Shopify is certified as Tier 1 in PCI compliance. They employ 256-bit encryption, and offer free shared SSL certificates, which is an additional charge for some of their competitors.
More information about their hosting solution can be found here.
It may have taken more than five years to roll out, but Shopify 2 is proof that good things come to those who wait. Shopify has a decisive edge in the shopping cart market, even compared to up-and-comers like Spree Commerce and LemonStand; it remains ahead of the curve by offering a slew of features at every price point, and by staying ultra competitive with those prices while maintaining user-friendliness.
I especially appreciate the ability to use multiple registers/locations (iPads and traditional registers alike) with no-hassle inventory syncing. And for larger retailers, the added feature to automatically email users who have abandoned their carts could definitely prove to bolster the bottom line.
If you’re looking for simplicity, great customer support, and nice looking designs, then Shopify is the cart for you. This company has figured out how to focus on making the core features of a shopping cart work without overextending the product. By doing so, they’ve created a great shopping cart solution, and freed their time up to provide exceptional customer service to their users.
That being said, Shopify is definitely not without its downsides. The biggest of which are transaction fees and add-on expenses, which price Shopify slightly above the cost of most other shopping carts. Shopify also lacks a few built-in features that come standard with some other carts (e.g. one page check-out).
Would I choose Shopify if I was building an online store? In spite of the negatives, I can honestly say yes. But regardless of what I say, I recommend taking Shopify for a trial run. It’s important to test out the product for yourself to see how it works for your business.