The E-Commerce Platform Decision
Choosing an e-commerce platform is a multi-year commitment. The wrong choice leads to expensive re-platforming, limited growth, or over-engineering.
Shopify Plus
Best for: D2C brands, B2C retailers with <$100M GMV, companies wanting fast time-to-market.
Strengths: Rapid deployment, rich app ecosystem, reliable hosting, built-in payments.
Limitations: Limited B2B capabilities, customization ceiling, transaction fees, data portability constraints.
Custom Build
Best for: Unique business models, complex B2B scenarios, extreme performance requirements, full data ownership.
Strengths: Unlimited customization, no platform fees, full control over data and infrastructure.
Limitations: Higher upfront cost, longer time to market, ongoing maintenance burden.
Composable Commerce
Best for: Enterprise brands wanting best-of-breed for each capability - commerce engine, CMS, search, and personalization from different vendors.
Strengths: Best-in-class for each capability, avoids vendor lock-in, scales independently.
Limitations: Integration complexity, requires strong engineering team, higher operational overhead.
Decision Framework
| Factor | Shopify Plus | Custom | Composable | |--------|-------------|--------|------------| | Time to market | Weeks | Months | Months | | Customization | Medium | Unlimited | High | | Ongoing cost | Moderate + fees | Low + maintenance | Moderate + multiple vendors | | Engineering need | Low | High | High | | B2B support | Limited | Full | Varies | | Multi-channel | Good | Build it | Excellent |
Migration Considerations
Migrating e-commerce platforms requires:
Product data migration and mapping
URL redirect mapping for SEO preservation
Customer account migration
Order history migration
Integration reconfiguration
Parallel running period for validation
Conclusion
For most B2C brands under $50M GMV, Shopify Plus offers the best balance of speed and capability. Above that, or for B2B scenarios, composable or custom approaches provide the flexibility and control you'll need.