Solutions / Ecommerce Platforms
Ecommerce Platforms
Ecommerce Platform Solutions
Selling online means running a catalogue, a checkout, payments, tax and shipping rules and the operations behind them. Start with what you are working on, see the main paths side by side and, where we list a suitable option, go to the provider when you are ready.
- Start from your situationFive business contexts
- Same criteria throughoutEight dimensions for every option
- Trade-offs up frontWhat to watch for, stated plainly
Which area are you working on?
Choose the closest match. Each context sets out the questions to ask, the main solution paths and, where we list one, a suitable option.
Launching an online store
Choosing how your first shop will be run, and by whom.
Growing an existing online store
When products, pricing or systems stop fitting a standard shop.
Selling across marketplaces or multiple channels
Reaching buyers through marketplaces, your own store and other channels.
Selling digital products, memberships or subscriptions
Selling access rather than shipped goods.
Selling both online and in person
A shop and a till that share stock, orders and customers.
Find the solution that fits
Work through the context that matches yours. For the full decision, read the Ecommerce Platforms guide.
Launching an online store
You are starting to sell online, or moving from selling elsewhere, and want to launch without a long build. The first choice is who runs the shop. With a hosted platform the vendor runs the storefront, checkout and security, and you configure the shop. With a self-hosted platform you or a partner run it, with more control and more responsibility. The real decision is how much of that you want to carry.
More about this context
You are starting to sell online, or moving from selling elsewhere, and want to launch without a long build. The decision is about who runs the storefront, checkout and security.
The first choice is who runs the shop. With a hosted platform the vendor runs the storefront, checkout and security and you configure the shop. With a self-hosted platform you or a partner run it, with more control and more responsibility.
How the paths differ
A hosted ecommerce platform is the quicker route, with a predictable subscription plus fees and less to maintain, and it works within what the platform supports. A self-hosted shop platform gives control over how the shop works and over the code and data, and puts updates, security, performance and payment-security responsibilities on you.
Supporting detail
Questions to ask yourself. 4 questions to settle first
- How big is the catalogue, and how fast will it grow?
- Do you have technical help in-house?
- Which countries, currencies and payment methods must it support?
- What do fees and plan limits look like as sales grow?
Why this decision matters. What is at stake
A shop platform decision also carries payments, tax and fulfilment, which a general website choice does not. Choosing who runs checkout and security decides how much work and risk you carry.
Before choosing. A short checklist
- Check fees, plan limits and export options
- Check supported countries, currencies and payment methods
- Ask which checkout steps you can change, and who supports it when it fails
- Make sure the export options are adequate if you may leave
Want the full background? The commerce stack: who runs what
Choose the path that fits
Select a path to see why it fits and what to watch for.
Hosted ecommerce platform
The vendor runs the storefront, checkout and security; you configure the shop.
Best fit
- Standard products
- Little technical capacity
Main thing to check
Fees, plan limits and export options
A self-hosted shop platform
Shop software that you, a host or an agency run, on hosting and payments you choose.
Best fit
- Technical help available
- Choosing each part of the stack
Main thing to check
You carry updates, security and performance
Hosted ecommerce platform
Why choose it
- The vendor runs the storefront, checkout and security
- Launch takes weeks rather than months
- A predictable subscription plus fees
Best when
- Standard products, variants and discounts
- Mainstream tools that are already supported
Watch for
- Check fees, plan limits and export options
- Check supported countries, currencies and payment methods
Full decision detail
Why it helps
- The vendor runs the storefront, checkout and security
- Launch takes weeks rather than months
- A predictable subscription plus fees
Fits when
- Standard products, variants and discounts
- Mainstream tools that are already supported
- Templates are enough for your brand and content
- Little or no technical capacity in-house
Watch for
- Check fees, plan limits and export options
- Check supported countries, currencies and payment methods
- Ask which checkout steps you can change, and who supports it when it fails
- Make sure the export options are adequate if you may leave
The vendor runs the storefront, checkout and security, and you configure the shop.
A self-hosted shop platform
Why choose it
- More control over how the shop works
- You can own the code and the data
Best when
- You have technical help or a dependable agency
- You want to choose each part of the stack
Watch for
- You carry updates, security and performance
- Card-data responsibilities are shared between you, your provider and your platform (this page is not compliance advice)
Full decision detail
Why it helps
- More control over how the shop works
- You can own the code and the data
Fits when
- You have technical help or a dependable agency
- You want to choose each part of the stack
Watch for
- You carry updates, security and performance
- Card-data responsibilities are shared between you, your provider and your platform (this page is not compliance advice)
Shop software that you, a host or an agency run, with your own choice of hosting, extensions and payment connections.
Compare the main paths
Show the comparison. The paths side by side
| What to look at | Hosted platform | Self-hosted shop |
|---|---|---|
| Who runs checkout | The vendor | You, a host or an agency |
| Upkeep | Less to maintain; a predictable subscription plus fees | Updates, security and performance are yours |
| Best suited to | Standard products, templates, little technical capacity | Technical help or a dependable agency |
| Control | Within what the platform supports | More control over the shop, and over code and data |
| Main thing to check | Fees, plan limits and export options | Card-data responsibilities, which are shared |
No option listed yet
We’re currently reviewing suitable options for this area.
Growing an existing online store
Your shop is live and growing, and the questions change: custom rules, unusual products, more integrations, higher traffic or new systems to connect. Growth tends to expose the limits of a first platform in a few places: products that do not fit standard variants, pricing rules for particular customers, systems that must connect, and traffic that tests performance. The decision is whether to extend what you have or take on a stack you run.
More about this context
Your shop is live and growing, and the questions change: custom rules, unusual products, more integrations, higher traffic or new systems to connect.
Growth tends to expose the limits of a first platform in a few places: products that do not fit standard variants, pricing rules for particular customers, systems that must connect (stock, accounting, shipping), and traffic that tests performance.
How the paths differ
Extending a hosted platform with apps is the quicker route and keeps the vendor running checkout and security, within what its extensions support; typical examples are back-in-stock and pre-order handling, reviews and loyalty features. A self-hosted or composable stack gives control of the storefront, checkout and data model, with months rather than weeks to build and ongoing responsibility for operations.
Supporting detail
Questions to ask yourself. 4 questions to settle first
- Do your products, pricing or systems fit a standard shop?
- Which systems must connect: stock, accounting, shipping, CRM?
- Do you have developers or a dependable agency?
- How will hosting and performance cope with peaks?
Why this decision matters. What is at stake
Growth tests the limits of the platform you started on. The choice is between extending what you have and taking on more control, with the build cost, upkeep and responsibility that brings.
Small, specific gaps are common as a shop grows, and an app on the current platform often closes them without a rebuild. The cost is another thing to maintain, so it is worth being clear about the gap before adding one.
Before choosing. A short checklist
- Higher build cost, and months rather than weeks to launch
- You build, maintain and secure the checkout and payments, and you verify tax rules
- Card-data responsibilities remain shared between you, your provider and your platform (this page is not compliance advice)
- Plan hosting and performance too (see the Hosting Guide)
Want the full background? Business-fit criteria
Choose the path that fits
Select a path to see why it fits and what to watch for.
A hosted platform extended with apps
Stay on a hosted platform and add apps for the features you need.
Best fit
- Needs fit supported extensions
- Low upkeep
Main thing to check
Extension cost and updates
Self-hosted or composable stack
You choose or build each part of the shop and run the operations.
Best fit
- Complex bundles or B2B pricing
- Developers available
Main thing to check
Months to build, then ongoing operations
A hosted platform extended with apps
Why choose it
- Quicker than a rebuild
- The vendor still runs checkout and security
Best when
- Your needs fit the platform’s supported extensions
- You want to keep upkeep low
Watch for
- Extensions add cost and need keeping up to date
- Check which checkout steps you can change
Full decision detail
Why it helps
- Quicker than a rebuild
- The vendor still runs checkout and security
Fits when
- Your needs fit the platform’s supported extensions
- You want to keep upkeep low
Watch for
- Extensions add cost and need keeping up to date
- Check which checkout steps you can change
Stay on a hosted platform and add apps or extensions for the features you need.
Staying on a hosted platform and adding apps is the lower-effort route when growth exposes a specific gap: telling customers when a sold-out product returns, handling pre-orders, collecting reviews, running a loyalty scheme, or connecting stock, shipping and accounting tools. The platform vendor still runs checkout, hosting and security, and the app adds the feature within the limits the platform supports.
Each app adds cost and needs keeping up to date, and apps differ in how well they work with your theme and with each other. Check which checkout steps and pages an app can change before you commit, and what happens to its data if you remove it.
When you may need more. If your products, pricing or systems need logic that no supported extension provides, a self-hosted or composable stack gives more control, with more to build and run.
Self-hosted or composable stack
Why choose it
- Full control of the storefront, checkout and data model
- Any payment provider you can integrate
- You can own the code and the data
Best when
- Complex bundles, configurators or business-to-business pricing
- Legacy systems or custom workflows to connect
Watch for
- Higher build cost, and months rather than weeks to launch
- You build, maintain and secure the checkout and payments, and you verify tax rules
Full decision detail
Why it helps
- Full control of the storefront, checkout and data model
- Any payment provider you can integrate
- You can own the code and the data
Fits when
- Complex bundles, configurators or business-to-business pricing
- Legacy systems or custom workflows to connect
- Developers, or a reliable agency, are available
Watch for
- Higher build cost, and months rather than weeks to launch
- You build, maintain and secure the checkout and payments, and you verify tax rules
- Card-data responsibilities remain shared between you, your provider and your platform (this page is not compliance advice)
- Plan hosting and performance too (see the Hosting Guide)
A self-hosted or composable stack: you choose or build each part of the shop and run the operations, including hosting, updates, security, performance and payment-security responsibilities.
Compare the main paths
Show the comparison. The paths side by side
| What to look at | Hosted + apps | Self-hosted or composable |
|---|---|---|
| Checkout and security | The vendor still runs them | You build, maintain and secure them |
| Speed | Quicker than a rebuild | Months rather than weeks to launch |
| Best suited to | Needs that fit the platform’s extensions | Complex bundles, legacy systems, custom workflows |
| Control | Within what its extensions support | Full control of storefront, checkout and data model |
| Main thing to check | Extensions add cost and need keeping up to date | You verify tax rules and plan hosting too |
No option listed yet
We’re currently reviewing suitable options for this area.
Selling across marketplaces or multiple channels
Most of your sales come through someone else’s marketplace, which gives you buyers but also sets the fees and rules and usually owns the customer relationship. Many sellers add a store of their own alongside, to keep customer data and pricing freedom. Selling in several places adds another job: keeping listings, stock and orders aligned. The decision is how much to depend on the marketplace.
More about this context
Most of your sales come through someone else’s marketplace, which gives you buyers but also sets the fees and rules.
Selling through marketplaces gives you buyers without building traffic, but the marketplace sets the fees and rules and usually owns the customer relationship. Many sellers add a store of their own alongside, to keep customer data and pricing freedom.
How the paths differ
Marketplaces work as a sales channel for testing demand and reaching buyers who already search there. A store of your own gives you the relationship and data. Multichannel tools keep listings, stock and orders aligned across several places, which saves effort and needs checking, because sync errors can oversell stock.
Supporting detail
Questions to ask yourself. 4 questions to settle first
- Which channels do your buyers already use?
- Do you want to own the customer relationship and your data?
- How will stock and orders stay in step across channels?
- What do each channel’s fees and rules do to your margins?
Why this decision matters. What is at stake
A marketplace gives you traffic, checkout and trust, in exchange for fees and rules you do not control. Selling through several channels adds the work of keeping stock, prices and orders consistent.
Before choosing. A short checklist
- You may not own the customer relationship, pricing freedom or your data
- The marketplace sets the fees and rules
- Consider a store of your own alongside it
Want the full background? Marketplaces, digital products and in-person sales
Choose the path that fits
Select a path to see why it fits and what to watch for.
Marketplaces as a sales channel
Marketplaces as a sales channel, with traffic, checkout and trust already in place.
Best fit
- Testing demand
- Buyers already search there
Main thing to check
Who owns the customer relationship
A store of your own alongside marketplaces
Your own shop beside the marketplaces, to own the customer relationship and data.
Best fit
- A brand beyond one marketplace
- Repeat customers
Main thing to check
Traffic, checkout and support become yours
Tools that sync listings, stock and orders
Software that keeps listings, stock and orders aligned across channels.
Best fit
- The same products in several places
- One view of stock
Main thing to check
What it syncs, and how quickly
Marketplaces as a sales channel
Why choose it
- Traffic, checkout and trust are already in place
- A way to test demand and reach buyers who already search there
Best when
- You are testing demand for what you sell
- Buyers already look for your products on the marketplace
Watch for
- You may not own the customer relationship, pricing freedom or your data
- The marketplace sets the fees and rules
Full decision detail
Why it helps
- Traffic, checkout and trust are already in place
- A way to test demand and reach buyers who already search there
Fits when
- You are testing demand for what you sell
- Buyers already look for your products on the marketplace
Watch for
- You may not own the customer relationship, pricing freedom or your data
- The marketplace sets the fees and rules
- Consider a store of your own alongside it
Marketplaces treated as a sales channel, with a store of your own alongside if you want to own the customer relationship. A marketplace supplies traffic, checkout and trust in exchange for fees and rules you do not control.
A store of your own alongside marketplaces
Why choose it
- You keep customer data and pricing freedom
- A place to send repeat customers
Best when
- You want to build a brand beyond one marketplace
Watch for
- You become responsible for traffic, checkout and support on your own store
Full decision detail
Why it helps
- You keep customer data and pricing freedom
- A place to send repeat customers
Fits when
- You want to build a brand beyond one marketplace
Watch for
- You become responsible for traffic, checkout and support on your own store
Your own shop beside the marketplaces, so you can own the customer relationship and your data.
Tools that sync listings, stock and orders
Why choose it
- One view of stock and orders
Best when
- You sell the same products in several places
Watch for
- Check exactly what it syncs and how quickly
- Sync errors can oversell stock, so test with a few products first
Full decision detail
Why it helps
- One view of stock and orders
Fits when
- You sell the same products in several places
Watch for
- Check exactly what it syncs and how quickly
- Sync errors can oversell stock, so test with a few products first
Software that keeps listings, stock and orders aligned across several channels.
Compare the main paths
Show the comparison. The paths side by side
| What to look at | Marketplaces | Your own store | Sync tools |
|---|---|---|---|
| What it gives you | Traffic, checkout and trust already in place | Customer data and pricing freedom | One view of stock and orders |
| Best suited to | Testing demand where buyers already search | Building a brand beyond one marketplace | Selling the same products in several places |
| What you take on | Fees and rules you do not control | Traffic, checkout and support on your own store | Checking sync; errors can oversell stock |
No option listed yet
We’re currently reviewing suitable options for this area.
Selling digital products, memberships or subscriptions
You sell access rather than shipped goods, which changes what the platform has to do. Delivery has to be secure, access has to be granted and withdrawn, renewals and cancellations have to work, and licensing and refund rules apply. Tax treatment can differ from physical goods, so check it for your markets. The decision is whether to use a platform built for selling access or add membership features to a site or shop you already run.
More about this context
You sell access rather than shipped goods, which changes what the platform has to do.
Here the question is the commerce and access platform you sell through, not the payment engine that charges recurring amounts. Selling access changes what the platform has to do. Delivery has to be secure, access has to be granted and withdrawn, renewals and cancellations have to work, and licensing and refund rules apply.
How the paths differ
A platform built for selling access handles delivery, access control and renewals as its main job. Membership features added to a site or shop you already run build on what you have, and you maintain the add-on alongside the rest. Tax treatment can differ from physical goods, so check it for your markets.
Supporting detail
Questions to ask yourself. 4 questions to settle first
- What exactly are customers buying: a download, a course, access, a licence?
- How is access controlled, renewed and cancelled?
- How are refunds and licensing handled?
- Which payment methods do your customers expect?
Why this decision matters. What is at stake
Selling access changes what the platform has to do: secure delivery, access control, licensing and refunds matter more than a shopping cart. The choice here is the commerce and access platform you sell the product or membership through, not the payment engine that charges recurring amounts. Tax treatment can also differ from physical goods.
Before choosing. A short checklist
- You need secure delivery, access control, licensing and refund rules
- Tax treatment can differ from physical goods, so check it for your markets
- Check that the payment methods your customers expect are available
Want the full background? Marketplaces, digital products and in-person sales
Choose the path that fits
Select a path to see why it fits and what to watch for.
A platform built for selling access
Built for selling access: secure delivery, access control, licensing and refunds.
Best fit
- Creators and trainers
- Software and content businesses
Main thing to check
Tax treatment for your markets
Membership features on your existing website or store
An add-on that gates content and handles renewals on a site you already run.
Best fit
- An existing site or shop
- Adding paid access
Main thing to check
Renewals, cancellations and failed payments
A platform built for selling access
Why choose it
- Access and delivery are handled securely
- Licensing and refund rules are part of the platform’s job
Best when
- Creators, trainers, and software or content businesses
- You sell access instead of shipped goods
Watch for
- You need secure delivery, access control, licensing and refund rules
- Tax treatment can differ from physical goods, so check it for your markets
Full decision detail
Why it helps
- Access and delivery are handled securely
- Licensing and refund rules are part of the platform’s job
Fits when
- Creators, trainers, and software or content businesses
- You sell access instead of shipped goods
Watch for
- You need secure delivery, access control, licensing and refund rules
- Tax treatment can differ from physical goods, so check it for your markets
- Check that the payment methods your customers expect are available
A platform built for selling access: secure delivery, access control, licensing and refund handling, not just a cart.
Membership features on your existing website or store
Why choose it
- Builds on the site and checkout you already have
Best when
- You already run a site or shop and want to add paid access
Watch for
- Check how renewals, cancellations and failed payments are handled
- You maintain the add-on alongside the rest of the site
Full decision detail
Why it helps
- Builds on the site and checkout you already have
Fits when
- You already run a site or shop and want to add paid access
Watch for
- Check how renewals, cancellations and failed payments are handled
- You maintain the add-on alongside the rest of the site
An add-on that gates content or downloads and handles renewals on a site you already run.
Compare the main paths
Show the comparison. The paths side by side
| What to look at | Access-selling platform | Membership add-on |
|---|---|---|
| Built around | Delivery, access control, licensing and refunds | The site and checkout you already have |
| Best suited to | Creators, trainers, software and content businesses | An existing site or shop adding paid access |
| Main thing to check | Payment methods your customers expect; tax treatment | How renewals, cancellations and failed payments work |
See full comparison
| What to look at | Access-selling platform | Membership add-on |
|---|---|---|
| What you maintain | The platform’s delivery and access settings | The add-on, alongside the rest of the site |
No option listed yet
We’re currently reviewing suitable options for this area.
Selling both online and in person
The shop and the till both take orders, so they have to share stock, orders and customer records. The practical questions are which system holds the stock, how returns work across both, and how prices and promotions stay consistent. You can keep the systems you have and connect them, or choose one platform that covers both. The decision is how much of the joining-up you are willing to do yourself.
More about this context
The shop and the till both take orders, so they have to share stock, orders and customer records.
When the shop and the till both take orders, the practical questions are which system holds the stock, how returns work across both, and how prices and promotions stay consistent.
How the paths differ
An online shop and a till set up to sync keep the systems you have and connect them, with the work of checking how stock, orders and customers sync. One platform for both shop and till gives a single place for stock, orders and customers, if you can choose the platform for both channels together and its till features suit your business.
Supporting detail
Questions to ask yourself. 4 questions to settle first
- Which system should hold the stock?
- How do returns work across both places?
- Do prices and promotions need to stay consistent?
- How do stock, orders and customers sync, and how quickly?
Why this decision matters. What is at stake
When the shop and the till both take orders, a gap between them shows up as wrong stock, duplicate customers or mismatched prices. Deciding early where the master data lives avoids rework.
Before choosing. A short checklist
- Decide early which system holds the inventory
- Decide how returns work across both
- Keep prices and promotions consistent
- Check how stock, orders and customers sync
Want the full background? Marketplaces, digital products and in-person sales
Choose the path that fits
Select a path to see why it fits and what to watch for.
An online shop and a till set up to sync
An online shop and a till set up to share stock, orders and customers.
Best fit
- Selling in both places
- Orders from shop and till
Main thing to check
Which system holds the inventory
One platform for both shop and till
A commerce platform with a point-of-sale feature, so both channels share one system.
Best fit
- Choosing one platform for both
- One place for stock
Main thing to check
Till features, hardware and fees
An online shop and a till set up to sync
Why choose it
- One view of stock, orders and customers across both places
- Prices and promotions can stay consistent
Best when
- Retailers and venues that sell in both places
- Orders arrive from both the shop and the till
Watch for
- Decide early which system holds the inventory
- Decide how returns work across both
Full decision detail
Why it helps
- One view of stock, orders and customers across both places
- Prices and promotions can stay consistent
Fits when
- Retailers and venues that sell in both places
- Orders arrive from both the shop and the till
Watch for
- Decide early which system holds the inventory
- Decide how returns work across both
- Keep prices and promotions consistent
- Check how stock, orders and customers sync
An online shop and a till set up to share stock, orders and customer records.
One platform for both shop and till
Why choose it
- One place for stock, orders and customers
Best when
- You can choose the platform for both channels together
Watch for
- Check the till features, hardware and fees for your kind of business
Full decision detail
Why it helps
- One place for stock, orders and customers
Fits when
- You can choose the platform for both channels together
Watch for
- Check the till features, hardware and fees for your kind of business
A commerce platform that includes a point-of-sale feature, so online and in-person sales share one system.
Compare the main paths
Show the comparison. The paths side by side
| What to look at | Shop and till, synced | One platform |
|---|---|---|
| Set-up | Connect the systems you have | One commerce platform that includes a till feature |
| Best suited to | Retailers and venues taking orders from shop and till | You can choose the platform for both channels together |
| Stock, orders and customers | Check how they sync | One place for all three |
| Main thing to check | Who holds inventory, how returns work, consistent prices | Till features, hardware and fees for your business |
No option listed yet
We’re currently reviewing suitable options for this area.
Want to know what sits behind each option? See how we evaluate ecommerce platforms