Best Ecommerce Website Builder: What to Pick and Why

If you’ve ever tried to choose the best ecommerce website builder, you know it’s a bit like walking into a digital candy shop—too many tempting options, and every one promises to be the sweetest.

But which platform truly delivers on design flexibility, scalability, and ease of use without wrecking your budget? 

In this guide, we’ll break down the top ecommerce website builders, explore what makes each one shine (or stumble), and help you figure out which fits your business best.

1. Shopify: The All-In-One Powerhouse

Shopify often tops every “best ecommerce website builder” list for one reason—it simply works. 

Whether you’re launching a small boutique or managing a global brand, Shopify gives you the tools, infrastructure, and flexibility to build, run, and grow your store without feeling like you need a computer science degree.

Seamless Store Setup and Customization Options

Getting started with Shopify is refreshingly straightforward. Once you sign up, the setup wizard guides you through each step—adding products, customizing your theme, and setting up payments. I like how Shopify’s dashboard feels intuitive even for beginners.

Example path: Dashboard → Online Store → Themes → Customize

Here, you can tweak colors, fonts, and layouts in real time. The drag-and-drop editor (similar to website builders like Wix but more commerce-focused) makes branding easy.

Why it matters:

• You don’t need to know code to create a professional, modern storefront.
• Shopify themes are responsive, meaning they automatically adjust for mobile screens.
• You can preview changes live before publishing, reducing trial-and-error frustration.

For those who want full creative control, Shopify also allows Liquid (its templating language) edits. Developers can modify layouts, add custom functionalities, and integrate third-party design elements.

I’d suggest beginners start with built-in themes like Dawn—minimal, fast, and ideal for testing your first products.

Robust App Ecosystem for Extended Functionality

Shopify’s App Store is one of its secret weapons. With over 8,000 apps, you can practically “bolt on” any feature your business needs—email automation, upselling, loyalty programs, or even print-on-demand integrations.

Popular apps to explore:

• Omnisend for email marketing automation
• Yotpo for customer reviews
• DSers for dropshipping (if you’re using AliExpress)

Each app integrates directly with Shopify’s backend, so you don’t have to juggle multiple dashboards.

I believe this ecosystem gives Shopify unmatched flexibility compared to platforms like Squarespace or Wix, which rely more on built-in tools than integrations.

Quick tip: Always read reviews before installing apps. Some can slow down your site’s speed, and load time directly affects conversions—just one second slower can reduce conversions by up to 7%.

Built-In Payment Processing and Security Features

Shopify Payments is the platform’s built-in payment processor. It saves you from the headache of connecting third-party gateways like Stripe or PayPal (though you can still use them if you prefer).

Key benefits:

• Instant setup—no separate merchant account needed.
• Lower transaction fees compared to external processors.
• Support for over 130 currencies, which is huge if you sell globally.

Security is non-negotiable in ecommerce, and Shopify nails this part. Every store includes SSL encryption (that’s the little padlock in the browser bar) and Level 1 PCI DSS compliance, meaning your customer data and payments are protected by bank-grade security.

I always remind new sellers: when customers trust your checkout page, they’re far more likely to complete their purchase.

Scalable Plans for Small to Enterprise-Level Businesses

Shopify scales with you. The Basic plan (starting around $39/month) is perfect for new sellers who just need the essentials—unlimited products, basic reports, and online support.

As your store grows, you can upgrade to:

• Shopify ($105/month) for advanced reports and more staff accounts.
• Advanced Shopify ($399/month) for lower transaction fees and professional analytics.
• Shopify Plus (custom pricing) for enterprise-level sellers handling massive volumes.

From my experience, the magic is that you don’t need to migrate your store to grow. You simply upgrade your plan, and everything—your data, theme, apps—remains intact.

Shopify’s scalability is one of the main reasons it dominates among fast-growing brands like Gymshark and Kylie Cosmetics.

2. Wix eCommerce: Design Freedom Meets Simplicity

If Shopify is the powerhouse, Wix eCommerce is the artist’s studio—perfect for those who want visual control and creative flexibility.

It’s a strong contender for the best ecommerce website builder title, especially for entrepreneurs who value design simplicity and branding aesthetics over complex scalability.

Drag-and-Drop Builder for Effortless Customization

Wix’s drag-and-drop interface makes building your store feel like playing with digital Lego. You can literally place elements anywhere on the page—text, buttons, images, videos—without any code.

Example path: Editor → Add → Store → Product Gallery

Unlike Shopify’s more structured layout, Wix gives total design freedom. This can be liberating—but also risky. Too much freedom can lead to cluttered layouts if you’re not careful. I recommend sticking to one of Wix’s 500+ ecommerce templates and customizing within its grid system.

Key advantages:

• Real-time visual editing—what you see is exactly what you publish.
• Hundreds of pre-designed content blocks (testimonials, banners, forms).
• Auto-save feature, so you never lose progress mid-design.

This setup is ideal for small boutique owners, photographers, or artists who want their store to look as good as their products.

Integrated Marketing Tools to Boost Online Sales

Wix includes built-in marketing features that remove the need for multiple apps. You can manage email campaigns, create discount codes, or run social media ads directly from the Wix Marketing Suite.

Examples of tools you’ll use:

• Wix Email Marketing for automated follow-ups.
• Wix Chat for real-time customer support.
• Wix Analytics for tracking sales performance and user behavior.

I appreciate how Wix helps beginners understand marketing basics—many dashboards include visual explanations like “What this metric means” or “How to improve conversion rates.”

That kind of hand-holding is great for first-time sellers.

Advanced SEO and Mobile Optimization Capabilities

SEO (Search Engine Optimization) is where Wix has made serious progress in recent years. The platform offers a built-in SEO Wiz—a guided checklist that helps you optimize your site step by step.

Here’s how it works:

1. Go to Marketing & SEO → SEO Setup Checklist.
2. Enter your business name and keywords.
3. Wix suggests on-page improvements (like meta descriptions and alt text).

All Wix templates are mobile-responsive by default. The mobile editor even allows you to rearrange or hide specific elements—something Shopify doesn’t do as easily.

In my opinion, Wix’s SEO tools are more beginner-friendly, but they don’t yet rival Shopify’s scalability for large product catalogs or multi-channel marketing.

Limitations in Scalability and Complex Integrations

While Wix is perfect for small-to-medium stores, it can hit limits as your business grows. Unlike Shopify, which integrates seamlessly with ERP (Enterprise Resource Planning) systems or advanced fulfillment centers, Wix has fewer options for large-scale operations.

Potential challenges:

• Transaction fees can add up for high-volume sellers.
• Fewer integrations with third-party logistics and accounting tools.
• Slower performance for stores with hundreds of products.

I usually advise clients: if your store will stay under 100 products and design is your top priority, Wix is excellent. But if you plan to scale aggressively or need deep automation, Shopify is a smarter long-term choice.

3. Squarespace Commerce: Sleek Design for Visual Brands

Squarespace Commerce has built a strong reputation for combining elegance with usability.

It’s not the best ecommerce website builder for everyone, but it’s the clear choice if your business relies heavily on visuals—photographers, designers, boutique brands, and creative entrepreneurs love it for that reason.

Squarespace feels like a digital art gallery that just happens to sell products.

Professionally Designed Templates for Visual Storytelling

Squarespace’s biggest draw is its stunning templates. These aren’t generic layouts—they’re professionally designed, minimal, and image-first. Each one is optimized for modern design principles, making your store look like it was custom built by an agency.

Example path: Dashboard → Design → Template → Install & Customize

What I like most is how Squarespace focuses on storytelling through design. You can use parallax scrolling, full-bleed banner images, and gallery blocks to draw the eye.

For visual brands, this is crucial—your store needs to feel like your brand, not just display it.

Quick advantages:

• High-quality fonts and color palettes built into each theme.
• Responsive templates that automatically adjust for mobile screens.
• Integration with Adobe Fonts and Unsplash for instant image sourcing.

If you’ve ever felt frustrated by clunky designs on other platforms, Squarespace will feel like a breath of fresh air.

Streamlined Checkout and Inventory Management

While Squarespace is design-focused, its commerce backend is solid. Setting up checkout and managing inventory doesn’t require any technical know-how.

You can add products from Commerce → Inventory → Add Product, upload multiple images, and set variations (like size or color). I’ve found the interface intuitive—clean, no extra clutter.

What stands out:

• Built-in tools for abandoned cart recovery and discount codes.
• Integration with Stripe and PayPal for secure, fast payments.
• Real-time stock tracking and low-inventory alerts.

The checkout experience is smooth—minimal clicks, clean layout, and fully mobile-friendly. You can even add custom form fields for things like personalization requests, which is perfect for artists or boutique sellers.

Squarespace doesn’t allow as much customization in checkout as Shopify or WooCommerce, but for most small to medium stores, it’s more than enough.

Built-In Analytics for Performance Tracking

Squarespace Analytics gives you visual reports that are easy to understand even if you’re not a data person. You’ll find it under Analytics → Sales Overview, and from there, you can check revenue, traffic sources, and conversion rates.

I like how Squarespace avoids overwhelming users with numbers. You can quickly see which products are performing best, where visitors are coming from, and which marketing channels actually drive sales.

Useful analytics tools include:

• Traffic sources to understand which social platforms work best.
• Purchase funnel tracking to see where buyers drop off.
• Popular content insights to guide content strategy.

If you’re running ads or promoting through Instagram, these insights are gold—you can adjust campaigns based on what’s converting.

Best for Creatives, Artists, and Boutique Brands

Squarespace shines brightest when aesthetics are everything. I’ve seen artists use it to turn their portfolios into online shops seamlessly. For example, a photographer can showcase galleries while selling prints without using two different platforms.

Why it’s ideal for creatives:

• Visually cohesive templates that elevate brand storytelling.
• Built-in blogging tools for content marketing and storytelling.
• Smooth integration with Printful for print-on-demand artists.

If your brand is defined by design and you want your store to look beautiful right out of the box, Squarespace is probably your best fit.

4. BigCommerce: The Scalable Choice for Growth

BigCommerce is built for sellers who mean business—literally.

If you’re serious about growth, multi-channel selling, and enterprise-level performance, this platform gives you the muscle you need without the technical burden.

Multi-Channel Selling Across Major Marketplaces

BigCommerce integrates directly with platforms like Amazon, eBay, Facebook, and TikTok. You can sync inventory, prices, and orders from one dashboard, which saves an enormous amount of time.

Example path: Channel Manager → Add Channel → Select Marketplace (e.g., Amazon)

I recommend this to clients managing multi-platform operations because it eliminates double entry. Your stock levels update automatically across all sales channels, preventing the dreaded “sold-out” customer experience.

Real advantages:

• Sell across multiple marketplaces without leaving your dashboard.
• Integration with Google Shopping and Meta Ads Manager.
• Centralized order tracking and fulfillment.

This is where BigCommerce outperforms Wix and Squarespace—it’s engineered for omnichannel commerce, not just single-store selling.

No Transaction Fees and Strong Built-In Features

Unlike Shopify, BigCommerce doesn’t charge additional transaction fees, no matter which payment gateway you use. That alone can save serious money as your sales scale.

Other powerful built-ins:

• Customer groups and segmentation for targeted discounts.
• Coupon and gift card management without add-ons.
• Advanced tax and shipping calculators built right in.

I believe BigCommerce gives you more out-of-the-box functionality than almost any other ecommerce builder. You’ll need fewer apps, which means lower maintenance and faster load times.

It’s also known for its robust product management tools—ideal for stores with hundreds (or thousands) of SKUs.

Advanced SEO and Product Management Tools

From an SEO perspective, BigCommerce offers fine-grained control. You can edit meta titles, URLs, and schema markup (which helps Google understand your product data).

The built-in SEO Manager even allows dynamic page generation for large catalogs, ensuring all product pages are optimized without manual work.

Practical SEO advantages:

• Auto-generated sitemaps for faster indexing.
• Customizable 301 redirects when products change.
• Integration with Google Merchant Center for product ads.

I’ve seen stores jump in rankings within months simply by optimizing these settings. The control it gives you rivals that of WooCommerce—but with less complexity.

Ideal for Medium to Large Online Stores

BigCommerce is overkill for a five-product shop but perfect for growing or enterprise-level operations. I’d recommend it if your business has:

• Over 100 SKUs or multiple product categories.
• Complex tax, shipping, or pricing rules.
• A goal to expand across multiple sales channels.

It’s used by brands like Skullcandy and Ben & Jerry’s—and that tells you it’s built to scale.

Pro insight: BigCommerce’s learning curve is steeper than Wix or Squarespace, but once you master it, you gain long-term scalability without outgrowing your platform.

5. WooCommerce: The Flexible WordPress Plugin

WooCommerce isn’t a standalone platform—it’s a plugin that transforms a WordPress site into a full-featured ecommerce store. I’d call it the most flexible option in this list, but also the most hands-on.

Complete Control and Customization for Developers

WooCommerce gives you total control over your store’s structure, design, and functionality. You can modify everything—from checkout behavior to database queries—if you’re comfortable with WordPress and a bit of code.

Example path: WordPress Dashboard → Plugins → Add New → WooCommerce → Install & Activate

Why developers love it:

• Open-source code allows deep customization.
• Works seamlessly with most WordPress themes.
• No limitations on product count, layout, or backend control.

If you’re a developer or have access to one, WooCommerce is like owning the land your store sits on, not renting space on someone else’s platform.

Extensive Plugin Ecosystem and Open-Source Flexibility

WooCommerce’s ecosystem is enormous—there are over 60,000 plugins in the WordPress repository, plus thousands of premium ones.

You can add nearly any feature:

• Rank Math for optimization.
• Mailerlite for marketing automation.
• Stripe or PayPal for payments.

This is what makes WooCommerce so flexible. You start small and add what you need over time.

However, it’s important to manage plugins carefully—too many can slow your site or create conflicts.

I suggest testing each one on a staging site before going live.

Requires Hosting and Technical Setup Knowledge

Unlike hosted solutions like Shopify or BigCommerce, WooCommerce requires you to set up hosting, security, and backups yourself.

Basic setup includes:

1. Choose a hosting provider (like Hostinger or Hostgator).
2. Install WordPress, then the WooCommerce plugin.
3. Add SSL encryption for secure transactions.

This gives you freedom but also responsibility. If you’re not comfortable managing updates or troubleshooting, consider managed hosting services like WP Engine—they handle performance and security for you.

Best Suited for WordPress Users Wanting Full Ownership

WooCommerce is perfect for people already familiar with WordPress who want total ownership of their store and data. There are no monthly platform fees—just hosting and optional plugin costs.

Ideal users:

• Bloggers or content creators expanding into ecommerce.
• Developers building custom stores.
• Businesses needing advanced customization or unique checkout flows.

In my view, WooCommerce is the best ecommerce website builder for those who value flexibility over simplicity. It’s not plug-and-play like Shopify, but it rewards you with complete creative and technical control.

Factors To Consider Before Choosing An Ecommerce Builder

Before deciding on the best ecommerce website builder, it’s worth pausing to look beneath the glossy sales pitches. Every platform has its trade-offs—some are easy to start with but limit growth later, while others offer power but require technical know-how. 

From pricing to support, each factor shapes how sustainable your online business will be in the long run.

Pricing Models and Hidden Fees Explained

When you’re comparing ecommerce builders, the sticker price rarely tells the whole story.

Platforms like Shopify, Wix, and Squarespace have clear monthly plans, but the real costs emerge through add-ons, apps, and transaction fees.

For example:

• Shopify charges between $39–$399 per month, but if you use a third-party payment processor instead of Shopify Payments, there’s an extra fee (up to 2%).
• Wix and Squarespace often include hosting and SSL, but you’ll pay extra for features like abandoned cart recovery or additional storage.
• BigCommerce doesn’t charge transaction fees, but some of its plans automatically upgrade once you hit specific revenue thresholds.

I always suggest making a simple cost comparison chart. Include:

1. Base monthly subscription.
2. Transaction or processing fees.
3. App/plugin costs.
4. Domain, hosting, and email add-ons.

It’s easy to underestimate these small fees until you scale. That’s why I believe in projecting costs 6–12 months ahead rather than just budgeting for “right now.”

Ease of Use for Non-Technical Users

If you’re not comfortable tinkering with code, ease of use can make or break your experience. A clean dashboard and clear UI (user interface) save you time and frustration.

Shopify and Wix are the most beginner-friendly in this regard. Shopify’s step-by-step onboarding and guided setup (via Setup → Complete Your Store) make it ideal for first-timers.

Wix, on the other hand, lets you visually drag and drop elements anywhere—no technical knowledge required.

WooCommerce, by contrast, requires you to handle hosting, updates, and security manually. That flexibility is powerful but can feel overwhelming if you’re not technically inclined.

From what I’ve seen, it’s often better to start with a slightly simpler tool you’ll actually use rather than a complex one you’ll struggle to maintain.

Customization Capabilities and Theme Flexibility

Your store’s look and feel should mirror your brand personality, which means design flexibility matters.

Shopify offers professional, mobile-optimized themes—both free and paid—and lets you tweak them through its visual editor. Advanced users can also customize with Liquid code for unique designs.

Squarespace leads in aesthetics. Its design templates feel almost artistic, perfect for portfolios and boutique brands. But it’s less flexible if you want to alter deeper layout structures.

WooCommerce and WordPress offer the highest customization freedom. You can modify literally anything—but that freedom comes with technical complexity.

If you’re a designer or developer, go WooCommerce. If you’re a busy entrepreneur who wants beauty without coding, Squarespace or Shopify is a better match.

Payment Gateways, Integrations, and Scalability

Your payment setup can affect customer trust and even international reach. The best ecommerce website builder should integrate easily with global payment processors while keeping fees reasonable.

Shopify Payments is the simplest plug-and-play solution for most users, supporting major credit cards, Apple Pay, and Google Pay. WooCommerce integrates with Stripe and PayPal out of the box but also supports crypto and bank transfers through extensions.

Scalability is another key consideration. You might not plan to sell internationally now, but choosing a builder that supports multi-currency, multilingual options, and regional shipping integrations will future-proof your business.

If you aim to grow fast, BigCommerce wins here—it’s enterprise-ready with native integrations for Amazon, eBay, and ERP systems.

Customer Support and Long-Term Maintenance

Support quality varies dramatically between builders. Shopify is famous for its 24/7 live chat and phone support, while Wix and Squarespace lean more on community forums and email-based help.

WooCommerce support depends on your hosting provider. If you go with managed WordPress hosting (like WP Engine or Kinsta), you’ll get strong technical support, but otherwise, you’re mostly on your own.

For long-term success, think maintenance, not just setup. You’ll need updates, backups, and security checks. Platforms like Shopify handle all that automatically; with WooCommerce, you’re responsible for it.

I advise entrepreneurs to choose a builder that matches their comfort level with tech upkeep. The best software is the one you’ll consistently maintain.

Expert Tips For Picking The Best Ecommerce Website Builder

There’s no one-size-fits-all answer here. Your ideal ecommerce platform depends on your goals, growth pace, and how hands-on you want to be. These expert tips can help you narrow it down with confidence.

Match Your Builder to Your Business Goals

Before comparing features, define your main business goal. Are you focused on design, growth, or automation?

• If you want quick setup: Go with Shopify.
• If design defines your brand: Squarespace or Wix fits better.
• If control and ownership matter most: WooCommerce is the way to go.

Aligning your tool with your purpose keeps you from overpaying for features you’ll never use.

I’ve seen too many businesses start with enterprise-level tools before they’ve made their first sale. Start lean. Upgrade when your revenue demands it.

Consider Future Growth and Scalability Early On

Your first ecommerce sale is exciting—but planning for your thousandth matters more. Think about whether the platform can handle higher traffic, more SKUs (product types), and multi-channel selling.

BigCommerce and Shopify handle scaling best because they’re built on robust infrastructures. Wix and Squarespace can grow to a point but might need a platform switch once you hit volume.

It’s easier to scale within a system than migrate later. If you expect growth, pick something that won’t need replacing after your first year.

Test Free Trials To Experience Each Platform Firsthand

Every builder offers a free trial or sandbox mode. Take advantage of it. Build a small mock store with 3–5 products and test these:

1. How easy it is to customize your homepage.
2. How checkout feels from a customer’s perspective.
3. How fast pages load on mobile.

It’s the fastest way to find your comfort zone. I always tell people—the right builder should feel natural, not forced.

For instance, Shopify’s dashboard feels structured, while Wix is more visual and playful. Try both and see which aligns with how your brain works.

Evaluate Customer Reviews and Real-World Performance

Don’t just read the five-star reviews on the builder’s own website. Visit independent review platforms like G2 or Trustpilot. Look for recurring complaints—like slow support or hidden costs.

It also helps to explore real stores built on each platform. Shopify lists examples under Shopify.com/Plus/Customers, while Squarespace has a Showcase page.

Studying how others use these tools can reveal both strengths and quirks that the marketing pages gloss over.

Final Verdict: Which Platform Truly Deserves The Title

After testing dozens of platforms and helping businesses of different sizes choose, here’s how I see the top contenders stack up.

Best Overall Option for Most Online Businesses

Shopify remains the best ecommerce website builder for the majority of sellers. It balances ease of use, scalability, and integrated tools. From design to payments, everything works harmoniously, and you can grow from a one-product shop to a multi-million-dollar store without switching systems.

I suggest starting with Shopify’s Basic plan—it’s simple yet powerful enough for serious selling.

Best for Beginners and Small Creative Shops

Squarespace and Wix excel for beginners and visually driven brands. They’re perfect if you sell digital art, photography, or boutique products and want to focus on beautiful presentation over complex functionality.

Between the two, I’d choose Squarespace for design purity and Wix for flexibility. Both allow you to create stunning stores in hours, not days.

Best for Large-Scale, High-Growth Ecommerce Operations

BigCommerce and WooCommerce dominate this category. BigCommerce is ideal for enterprises needing multiple sales channels, large inventories, and complex pricing setups. WooCommerce, meanwhile, is unbeatable if you crave full ownership and don’t mind a technical learning curve.

For example, I once helped a client migrate from Shopify to BigCommerce when their catalog hit 2,000 SKUs—they saw a 28% improvement in load speed and smoother order management. That’s the difference scalability makes.