Shopify Review 2024: Is It Right For You?

Shopify is one of the leading e-commerce, sales, and POS solutions on the market, helping to run over 5.4 million stores worldwide, including over 216,000 in the UK. 

Whether you’re just starting out or have been established for years, Shopify offers a variety of subscrip[toon plans that can be customised to your business needs.

In this review, we’ll examine some of Shopify’s key features so you can decide if it’s worth the investment.

Our Verdict

Shopify is an excellent option for businesses seeking a flexible, scalable e-commerce solution with solid marketing and management tools. 

Its main strengths lie in its user-friendliness, flexible plans, and comprehensive suite of marketing tools. The platform simplifies online store management, making it accessible for both beginners and seasoned entrepreneurs. With extensive templates, customisation options, and integrations with popular marketplaces and third-party apps, Shopify supports diverse product ranges and provides robust mobile management capabilities. 

However, Shopify does have its drawbacks. The costs associated with the platform can be pretty high, particularly for advanced plans, which might be a concern for cost-sensitive businesses. Additionally, some users have reported inconsistent customer support, technical glitches, and challenges with the platform’s advanced features and customisation options. Issues such as fraud management and reliance on third-party apps may also detract from the overall user experience, potentially impacting businesses that require more specialised solutions or face significant transaction volumes.

Pros & Cons

Pros

1. Ease of Use: Simplifies setting up and managing online stores, making it accessible for beginners.
2. Flexible Plans: Multiple plans to suit different business sizes, from sole traders to large enterprises.
3. Mobile Apps: Manage your store on the go with real-time notifications and order management through mobile apps.
4. Customisation: Offers extensive templates, themes, and customisation options for building a unique storefront.
5. Marketing Tools: Includes tools for customer segmentation, email marketing, automation, and abandoned checkout recovery.
6. Integration: Connects with various third-party apps and marketplaces like Amazon and eBay.
7. 24/7 Support: Provides round-the-clock support via live chat and is praised for being prompt and helpful.
8. Integrated Payments: Supports various payment methods and simplifies transactions through Shopify Payments.

Cons

1. Expensive Fees: Monthly subscription fees, especially for advanced plans, can be high. Additional transaction fees apply if you do not use Shopify Payments.
2. Inconsistent Support: Complaints about delays, unresolved issues, and lack of direct contact options.
3. Complex Features: Advanced features and theme customisation can be complicated and challenging.
4. Technical Glitches: Users encounter login difficulties and glitches affecting store functionality.
5. Handling Fraud: Issues with fraudulent sellers and scams, with some users dissatisfied with the platform’s response and support.
6. Reliance on Third-Party Apps: Some users find that relying on additional apps can slow down their site and add to overall costs.

Shopify At A Glance

Item	Shopify Details
Subscription Plans	1. Basic – For sole traders 2. Shopify – For small businesses and teams 3. Advanced – For scaling businesses 4. Plus – For larger businesses with more complex needs
Pricing	Account fees range from £25 per month to £228 per year plus transaction fees.
Sales	Online store and checkout builder, unlimited web hosting, custom domain, discount codes, gift cards, B2B sales and POS.
Marketing	Over 60+ analytics reports customer segmentation, Shopify Email, Shopify Forms, automation and abandoned checkout recovery.
Integrations	It connects to marketplaces like Amazon, eBay, and Etsy. Other 3rd party integrations include PageFly, Section Store, Track 123 and Instafeed.
Customisation	Templates and themes and build a custom app with API access.
Ease of Use	Manage your account using an internet browser or via the mobile app.
Customer Support	24/7 via live chat. Plus plan customers can access telephone support.
Reviews	It connects to marketplaces like Amazon, eBay, and Etsy. Other third-party integrations include PageFly, Section Store, Track 123, and Instafeed.

Who Should Use Shopify (And Who Shouldn’t?

Shopify is suitable for:

• Businesses that need extensive online marketing tools
• Companies looking for flexible, scalable solutions.
• Businesses that require integrated payment options.
• E-commerce businesses with diverse product ranges. 
• Companies looking for strong mobile management capabilities.

Shopify is less suitable for:

• Businesses that mainly do business in person and accept a large volume of cash payments.
• Cost-sensitive businesses with tight budgets.
• Companies that want a simple solution. 
• Less tech-savvy business owners. 
• Sellers looking for a marketplace environment rather than a standalone store. 

Shopify Products & Features

Basic Plan

Best For: Sole traders and selling on social media

Key Features:

• Full access to the online store and checkout builder, including templates and themes. 
• Unlimited web hosting, a custom domain, free SSL certificate and standard checkout capacity. 
• Build 1 custom storefront. 
• Encourage international business with language translation, currency conversion, local payment methods, local domains, and up to 3 customisable markets. 
• You can add unlimited products and services to up to 10 inventory locations. 
• Use Shopify Marketplace Connect to connect and list your inventory on supported marketplaces like Amazon, eBay and Etsy.
• 50 free Shopify-synced listings on supported marketplaces each month. 
• Marketing tools include customer segmentation, Shopify Email, Shopify Forms, automatiation, and abandoned checkout recovery.
• Create discount codes and offer gift cards.
• Ability to grant access to your store for 3rd parties like developers and designers through Collaborator Accounts.
• Create over 60+ standard analytics reports to monitor your store’s performance.
• Get support 24/7 via live chat. 
• Accept in-person payments using Shopify POS Lite. 
• Customise your solution through 3rd party integrations and e-commerce automation.
• Build your own app using limited data access to Shopify APIs with a standard rate limit. 
• Optional add-ons include the Tax Platform for accurate estimates and Shopify POS Pro. 
• When you use Shopify Payment, fraud analysis will alert you to fraudulent orders.

Shopify Plan

Best For: Small businesses and teams

Key Features:

Everything in the Basic plan, plus

• Give up to 5 staff members access to your store, including customisable permissions. 
• Full data access to the Shopify APIs, including personally identifiable information (PII).

Advanced Plan

Best For: Medium businesses with growing needs

Key Features:

Everything in the Basic and Shopify plans, plus

• Create up to 15 staff accounts with access controls. 
• Generate over 60+ custom reports and analytics.
• Enhanced 24/7 live chat support for any queries or troubleshooting.
• Create a checkout experience with 10x the standard capacity. 
• Accurately estimate and collect duties and import taxes to provide transparent pricing for international customers.
• Increased API rate limit of up to 2x on select APIs.
• Optional add-ons include additional custom markets.

Plus Plan

Best For: Large businesses with complex needs

Key Features:

Everything in the Basic, Shopify and Plus plans

• Build up to 25 headless storefronts using Shopify’s toolkit. 
• Add up to 9 additional stores under one brand to target different languages and currencies. 
• Create unlimited additional staff accounts with customisable permissions and admin organisation.
• Manage up to 200 inventory locations, including stores, warehouses and pop-up locations.
• Schedule automated product releases, promotions and updates for time-saving store management. 
• Increase your checkout conversion rate with advanced customisations and a 40x larger capacity. 
• Sell wholesale and Direct to Consumer (DTC) from a single account. 
• Create up to 50 localised customised markets, targeting specific countries and regions. 
• There are 20 Shopify POS Pro locations or 200 locations with Shopify Payments.
• Build a custom app with flexible personalisations using Shopify Functions. 
• Up to 10x the standard API rate on select APIS and up to 500% higher API call limits. 
• Benefit from bot protection during flash sales. 
• Control over the use of new features on your store to reduce technical glitches. 
• Get priority support 24/7 by telephone and live chat. 
• Access to Shopify Plus Certified App Partners specifically selected based on quality and effectiveness.

Pricing & Fees Breakdown

Service	Basic	Shopify	Advanced	Plus
Account fee	£25 per month or £228 per year	£65 per month or £588 per year	£344 per month or £3108 per year	From $2,300 (approx £1755) per month on a 3-year term
Online Amex credit card rates	2% + 25p	1.7% + 25p	1.5% + 25p	Best rates
Online Amex credit card rates	3.1% +25p	2.7% + 25p	2.5% + 25p	Best rates
Online international credit card rates	3.1% + 25p	2.7% + 25p	2.5% + 25p	Best rates
Bancontact rates	2.2% + 20p	1.9% + 20p	1.6% + 20p	Best rates
iDEAL rates	2.2% + 20p	1.9% + 20p	1.6% + 20p	Best rates
In-person card transaction rates	1.7%	1.6%	1.5%	Best rates
3rd party transaction fee (not using Shopify Payments)	2%	1%	0.6%	0.2%
Shopify POS Pro	£69 per location per month	£69 per location per month	£69 per location per month	20 locations included or 200 with Shopify Payments
More than 50 Shopify-synced orders	1% up to $99 (approx £75) per month	1% up to $99 (approx £75) per month	1% up to $99 (approx £75) per month	1% up to $99 (approx £75) per month
Additional custom markets	N/A	N/A	$59 (approx £45) per month per added active market	N/A

Ease of Use

Shopify is designed to be highly user-friendly, particularly for those new to e-commerce. Whether starting from scratch or migrating from another platform, Shopify provides an intuitive and supportive experience.

One of Shopify’s standout features is its comprehensive Help Centre, which offers detailed step-by-step guides to help you set up your account and store. These guides cover everything from basic setup to more advanced features, ensuring you don’t miss any crucial steps before making your first sale. 

Another aspect that makes Shopify easy to use is its accessibility from any device. You can manage your store through any internet browser or several mobile apps available on the Apple App Store and Google Play Store. These apps allow you to manage your store on the go, with features like real-time notifications, dashboard access, and order management. The Shopify POS app, for instance, is handy for those needing to accept payments directly from their smartphone or tablet, making it easy to run your business from anywhere.

Saftey & Security

Shopify uses several security measures to protect your and your customer’s sensitive information:

• Two-Step Authentication: Mandatory for using Shopify Payments, adding an extra security layer to prevent unauthorised access and financial losses.
• Device Recognition Alerts: Shopify sends an email notification if an unrecognised device logs into your account, requiring verification to ensure account security.
• Login Verification for Inactivity: Accounts inactive for over three months require identity verification via a ten-digit code sent to the account email for secure login.
• Detection of Unusual Activity: Shopify’s systems monitor for unusual login activity, locking the account and requiring identity verification if suspicious activity is detected.
• Credential Leak Protection: Shopify analyses public data leaks to identify compromised credentials. Accounts using exposed credentials are locked until the password is reset.
• Verified Email Addresses: Both store owners and staff must verify their email addresses to enhance the security of the Shopify admin.
• Secondary Email Setup: A secondary email can be added for account recovery and security notifications. Verification is required during the setup of this email.
• Transport Layer Security (TLS): All connections to Shopify, including those from customers, are secured using TLS 1.2 or higher, ensuring encrypted communication.

What Shopify Customers Say

Shopify has received mixed customer feedback, with a “bad” average TrustPilot rating of 1.1 out of 5 based on 1,047 reviews. However, users have rated Shopify’s apps more favourably, with an average rating of 4.6 out of 5 based on 21,000 reviews on the Apple App Store and 4.5 out of 5 based on 43,200 ratings on the Google Play Store. 

Common customer comments include:

Positive Reviews

• Ease of Use: Users frequently praise Shopify’s user-friendly interface, which simplifies setting up and managing online stores, even for beginners.
• Extensive Features: The platform is commended for its comprehensive tools and features that aid in-store management, including customisation options and integration with various apps.
• Excellent Customer Service: Many reviewers highlight prompt, friendly, and effective customer support, appreciating the professionalism and helpfulness of support representatives.
• Overall Effectiveness: Users find Shopify a reliable choice for e-commerce, supporting efficient store management and business growth.
• Integration with Apps: The ability to integrate with a wide range of third-party apps is frequently appreciated. These integrations help users extend the platform’s capabilities and streamline business operations.

Negative Reviews

• Customer Service Issues: There are numerous complaints about poor customer service, including delays in response, unresolved issues, and lack of direct contact options.
• Fraud and Security Concerns: Users report frustrations with fraudulent sellers and scams, expressing dissatisfaction with Shopify’s handling of these issues and recovering lost funds.
• High Costs: Several reviews mention that Shopify’s fees can become prohibitively expensive as businesses grow, with additional hidden charges and difficulty managing subscriptions.
• Technical Problems: Glitch issues, difficulties logging in, and limitations with payment options are commonly noted, affecting the platform’s functionality and reliability.
• Complexity and Customisation: Some users find the platform’s advanced features and theme customisation options complex and challenging, especially for more sophisticated needs.

How Shopify Stacks Up Against The Competition

Feature	Shopify	BigCommerce	Squarespace	Ecwid
Prices From	£25 per month or £228 per year	$39 (approx £30) per month or $348 (approx £265) per year	£16 per month or £144 per year	£0
Free Trial	✅	✅	✅	✅
Payments	✅	✅	✅	✅
Inventory	✅	✅	✅	✅
Marketing	✅	✅	✅	✅
Mobile App	✅	✅	✅	✅
Learn More	Visit Shopify	Visit BigCommerce	Visit Squarespace	Visit Ecwid

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