Shopify Review 2024: All the Pros and Cons You Need to Know

shopify logo


out of 5

6.4 million sites

Starting from


Best for

Best for large stores (10+ products)

shopify - best for ecommerce
Overall rating

5 out of 5 stars

Shopify is the best ecommerce platform on the market today, especially if you're looking to grow your business. It’s designed to help people build their own scalable online store with hundreds of built-in features and apps. You can sell products directly on your website, and across multiple marketplaces and social media.

Shopify is the best ecommerce website builder on the market, scoring 4.8 out of 5 in our recent research. It’s a great all-in-one platform and accommodates business of any size, but the best part is you don’t need any technical experience to get started with Shopify.

In this review, we’ll take a closer look at Shopify’s sales features, ease of use, pricing, design, marketing tools, and more, to help you decide if it’s really right for you.

Shopify is our top-rated ecommerce website builder, scoring 4.8 out of 5.

Shopify Pros & Cons

If you’re in a rush, we’ve pulled together a quick overview of Shopify’s pros and cons:


✔️ Great for stores of all sizes – Shopify’s powerful backend editor and impressive inventory system make it ideal for managing and scaling your business

✔️ Multi-platform selling – Sell across multiple channels, including Facebook, Instagram, Amazon, and eBay

✔️ Stand-out design functionality – Shopify is the best ecommerce builder for design; choose from a number of free and paid templates, or build from scratch

✔️ Over 8,000 apps available – Shopify has an incredibly library of apps and third-party extensions which is great if you’re looking to elevate and enhance your store

✔️ Extensive payment options – Shopify supports over 100 payment options, as well as providing its own gateway, Shopify Payments

✔️ 24/7 customer support – Shopify is on hand day and night to offer help if you ever find yourself in a sticky situation


❌ Reliant on apps – Shopify has fewer built-in features than other platforms (like Wix), so you’ll need to install apps to boost your store’s functionality which can get quite costly

High transaction fees – Unless you use Shopify Payments, you’ll need to pay a hefty transaction fee on top of other payment gateway costs

More expensive than it appears – Be wary of additional costs! Shopify’s transaction fees and third-party apps can hike up the monthly cost of running your store

Champion of ecommerce website builders


out of 5
Website Features

4.6 out of 5 stars

Sales Features

4.7 out of 5 stars

Design Flexibility

4.4 out of 5 stars

Value For Money

3.6 out of 5 stars

Help and Support

3.9 out of 5 stars

Customer Score

4.4 out of 5 stars

Ease Of Use

4 out of 5 stars

Shopify User Reviews

We reached out to various Shopify users to get an insight into their experience with using the ecommerce builder to create and grow their online businesses.

Shopify in Action: La Nadia Jewels

Headshot of Nadia Koenig
Nadia decided to follow her true passion and become a full-time jewelry designer and entrepreneur after receiving her Master’s Degree in Law. While successfully selling her jewelry on Etsy, she knew she had to take the next step to build her brand by launching her Shopify store.
“It’s super easy to start building your store with Shopify because there’s a video tutorial you can follow for every single step.”


Why did you choose Shopify?

There are several reasons why I picked Shopify to build my online store for La Nadia Jewels . I did some research and comparisons and it quickly became clear that Shopify was the best fit for my ecommerce business. First of all, I really like the modern look and feel of the theme options you can pick from and how the backend is structured. Furthermore, it’s super easy to start building your store because there’s a video tutorial you can follow for every single step. Shopify also integrates with pretty much every application or service I use to run my business, like Quickbooks for bookkeeping, Google for advertising, and apps for email marketing. Most brands I admire use Shopify, and that gave me confidence that this platform would allow my business to adapt and grow.

How long did it take you to build your online store?

There are lots of videos to help with this bus it took me about four weeks to step my store up. I think if you’re serious about building a brand – and I’m speaking as a perfectionist – every detail of your store should be tailored to what your brand represents. For La Nadia Jewels, I focused on high-quality photography, a strong “About” page to share my story, and an easy navigation and checkout process. In addition, I embedded a preview of my Instagram feed, back-in-stock notifications, as well as reviews and wishlist features. Not to forget about all the copy that needed to be written: item descriptions, legal pages, FAQs, etc. It’s a lot of work and I wanted to get it right.

What's your favorite Shopify feature?

My favorite Shopify feature is analytics. For a small business that is just starting out, learning from your store’s data is so important. Gaining insights into how customers find your page, how they navigate, and if or when they convert is key to improving store performance.

Is there anything you don't like about Shopify?

If a customer changes their mind about an order and wants to cancel, Shopify won’t refund the payment transaction fee to the seller. This applies to sellers who use Shopify Payments and capture payments automatically. Someone has to eat these costs and it’s either the store or the customer. You can get around it by charging them a cancellation fee, and that should cover the lost transaction costs.

Would you recommend Shopify to anyone else wanting to sell online?

I do recommend Shopify 100% for brands that sell more than one item and consider building and running their ecommerce business themselves. As an ever-evolving platform, Shopify will continue to adapt to its seller’s needs. It’s an easy-to-use tool with amazing features, plugins, and apps to customize to your business needs. Within just a few weeks, you’re able to set up and launch a professional website – how amazing is that?

Shopify in Action: Valley Rays

Headshot of Anthony DeVito, co-founder of Valley Rays
Anthony DeVito
Valley Rays is a premium sunglass company based out of Arizona. To be able to sell at an affordable price, the business is based online which reduces the overhead costs. They wanted to spend as little time and money as possible on a website without sacrificing functionality.
“The hard part of designing a website is done on the backend, and with the themes all you have to do is make site look great and tell a compelling story to your customers.”


How long have you been using Shopify?

I have been using Shopify since 2015, where I started my first business and ran that up until I sold it in 2022. I started a new business (Valley Rays) shortly after the sale and started a new site using Shopify.

What do you like most about Shopify?

Shopify has a very trusted reputation in the ecommerce world and I think first and foremost that is what started me on Shopify and what has brought me back time and time again. I also believe their checkout features are top notch and built to reduce friction on the customer journey. I also like the plethora of themes available, from which you are sure to find something that suits your needs.

Is there anything you'd change about Shopify?

As I mentioned I love the themes, but I do wish there was more of a standard as far as the editing functionality goes from the different theme creators. I did however find a Shopify expert that is very good at understanding my needs and implementing any design change to the theme that is outside my expertise.

Would you recommend Shopify?

I always recommend Shopify to anyone starting out or even if they have been in business for a while. The hard part of designing a website is done on the backend, and with the themes all you have to do is make site look great and tell a compelling story to your customers.
Shopify has one of the highest customer satisfaction scores, second only to Wix.

How Easy Is Shopify To Use?

It’s one of the easiest platforms to use, scoring 4 out of 5 in our testing – this puts Shopify just behind Squarespace, and level with Wix and GoDaddy.

Shopify has a clean, clear, and simple interface that makes setting up your store a breeze, even for total beginners.

The good news is that Shopify has a free trial, so you can give it a test run for yourself to see if it’s the right fit for your business. After that, you can even get three months for just $1 per month! As our user quotes show, trying out Shopify is the only way to know if you’ll find it fantastic or frustrating.

Users rated Shopify as one of the easiest ecommerce website builders to use.

Shopify Pricing – Is It Good Value for Money?

Shopify has several plans, so you can choose one that best suits your needs and budget:

Plan Paid Yearly Transaction Fees Key Features
Shopify Starter $5/month 5% with Shopify Payments Add ecommerce to social media platforms, messaging channels, or an existing website
Basic Shopify $29/month 2% unless using Shopify Payments Cheapest plan to build an online store and includes all of the essentials
Shopify $79/month 1% unless using Shopify Payments Best for growing businesses; includes features such as gift card creation
Advanced Shopify $299/month 0.5% unless using Shopify Payments For big businesses looking to scale up; includes advanced reports and third-party calculated shipping rates
Shopify Plus Custom pricing - A custom package for large-scale, enterprise-level businesses with big budgets
Get started with Shopify’s three-day free trial, and enjoy the first three months for $1 per month.