What is Shopify?
Shopify is a cloud-based ecommerce platform launched in 2006 and headquartered in Ottawa, Canada. It powers over 5 million active stores globally and holds approximately 29% of the US ecommerce platform market. Shopify is built for businesses of all sizes — from first-time sellers setting up their first store to enterprise brands running multiple storefronts across channels.
The platform handles the core infrastructure of an online store: product management, checkout, payment processing, shipping, and inventory. An app marketplace of 8,000-plus integrations extends the platform into marketing, fulfilment, customer service, and analytics.
Key Features
- Online storefront with customisable themes, drag-and-drop sections, and a code editor for advanced customisation
- Payments via Shopify Payments (where available) or 100-plus third-party payment gateways
- Inventory management with real-time stock tracking, variants, and multi-location support
- Multichannel selling across Instagram, Facebook, TikTok, Amazon, eBay, and in-person via Shopify POS
- App ecosystem with 8,000-plus apps covering email marketing, reviews, upsells, shipping, analytics, and more
- Shopify Sidekick AI assistant for store management and content generation
- Built-in analytics covering sales, traffic, customer behaviour, and inventory
- 24/7 customer support via live chat, phone, and email on all plans
Pricing
| Plan | Monthly billing | Annual billing |
|---|---|---|
| Starter | $5/month | $5/month |
| Basic | $39/month | $29/month |
| Grow | $105/month | $79/month |
| Advanced | $399/month | $299/month |
| Plus | From $2,300/month | Custom |
Transaction fees of 0.5–2% apply when using third-party payment processors instead of Shopify Payments. Shopify Payments is not available in India.
For a full breakdown of what Shopify actually costs including apps, themes, and transaction fees, see our Shopify pricing guide.
Pros (based on G2 reviews)
Ease of use. G2 reviewers consistently rate Shopify’s setup and day-to-day management as the platform’s strongest point. Users describe the dashboard as intuitive enough for non-technical sellers to manage products, orders, and shipping without developer help.
Extensive app ecosystem. The 8,000-plus app marketplace is frequently cited as a major advantage. Users value the ability to connect Shopify to email marketing tools, shipping carriers, review platforms, and analytics without custom development.
Multichannel selling. Reviewers praise Shopify’s ability to sell across Instagram, Facebook, TikTok, Amazon, and in-person through a single inventory dashboard. The automatic sync across channels reduces manual work.
Reliability and performance. G2 users describe Shopify as stable and fast. The platform handles traffic spikes reliably and the checkout experience is consistently rated as smooth for buyers.
Scales with business growth. Reviewers note that Shopify works for stores at very different stages — from a first store to enterprise operations — without requiring a platform migration as volume grows.
Cons (based on G2 reviews)
Costs accumulate quickly. The most common complaint across G2 reviews is that the headline plan price understates the real monthly cost. Apps for abandoned cart recovery, product reviews, and advanced shipping each carry their own subscription, and transaction fees apply when Shopify Payments is not available.
Limited design customisation without code. G2 reviewers with design-specific needs note that Shopify’s section-based editor limits creative control. Achieving unique layouts or specific design details often requires editing Liquid code or hiring a developer.
Transaction fees for third-party processors. Users in markets where Shopify Payments is unavailable — including India — pay an additional 0.5–2% platform fee on every sale on top of their payment processor’s standard rate.
App dependency for basic features. Several reviewers note that features available natively in competitors — detailed product reviews, advanced shipping rules, subscription products — require paid third-party apps on Shopify, adding to monthly costs.
Support quality varies. G2 shows a 4.4/5 rating, but Trustpilot rates Shopify at 1.5/5 based on over 3,000 reviews. The gap reflects that Shopify works well for most sellers but resolving account, payment, or billing issues can be difficult.
Who Shopify is best for
Shopify is best suited for sellers doing consistent monthly revenue who are building a brand with growth ambitions — multichannel selling, paid advertising, large or expanding product catalogs, and the need for advanced integrations. It is particularly strong for US, UK, Canadian, and Australian sellers where Shopify Payments is available, eliminating the transaction fee.
Sellers who are just starting out, selling informally through Instagram and WhatsApp, or who cannot yet justify $90–$150 a month in all-in costs may find the platform more than they need at their current stage.
Shopify vs Trustd
Trustd is built for boutique owners and social sellers who are not yet at the stage where Shopify’s cost is justified. The free plan includes unlimited products, WhatsApp ordering, and verified reviews. The Pro plan costs $25/year (Rs 999/year in India) — less than one month of Shopify Basic.
See the full comparison: Trustd vs Shopify
Frequently Asked Questions
What is Shopify used for?
Shopify is an ecommerce platform that lets businesses build and run online stores. It handles product listings, checkout, payment processing, inventory, shipping, and marketing tools in one place. It is used by everyone from solo sellers to large brands across physical products, digital goods, and subscriptions.
How much does Shopify cost?
Shopify's Basic plan starts at $39/month (monthly billing) or $29/month (annual billing). The Grow plan is $105/month or $79/month annually. Advanced is $399/$299 monthly/annually. A Starter plan at $5/month is available for social and link-based selling only. See our full Shopify pricing breakdown for the real all-in costs including apps and transaction fees.
What is Shopify's G2 rating?
Shopify has a 4.4 out of 5 rating on G2, based on over 6,300 verified reviews. Users most commonly praise ease of use, the app ecosystem, and multichannel selling. Most common complaints are around costs accumulating from apps and transaction fees, and limited design customisation.