Best e-commerce platforms in 2024
Updated 11:23 AM EDT, Fri February 23, 2024
Starting an online business is no longer the ordeal it once was. Using an e-commerce platform, you can create a beautiful website and start selling products quickly and efficiently.
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But how do you choose the best with so many e-commerce platforms to pick from? We’ve highlighted eight top platforms for small business e-commerce in our guide, providing an overview of each product, who should use it and its pros and cons.
We receive compensation from our partners for Featured Offer placements, which impacts how and where their offer is displayed.
Methodology
To help small and medium-sized businesses (SMBs) choose the best e-commerce software, we evaluated 15 top products and 39 distinct plan options using over 1600 data points to develop a ranked list. We assessed each e-commerce platform’s pricing and value, e-commerce-specific features, payment processing and accounting functionality, customer support offerings and site-building tools. We then assigned our Editors’ Score to the top eight options from our ranked list.
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Shopify
: Best e-commerce platform for small businesses
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Shift4Shop
: Best e-commerce platform for search engine optimization (SEO)
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Wix
: Best e-commerce platform for startups
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Ecwid
: Best e-commerce platform for omnichannel selling
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BigCommerce
: Best e-commerce platform for business-to-business (B2B) sales
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CoreCommerce
: Best e-commerce platform for reporting and analytics
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Square Online
: Best e-commerce platform for brick-and-mortar stores
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Squarespace
: Best e-commerce platform for visual appeal
Shopify
Best e-commerce platform for small businesses
Shopify is the most popular e-commerce platform for US websites, with 28% of the market according to BuiltWith. It’s an all-in-one platform that allows you to create and manage an online store with ease.
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It stands out due to its remarkable mix of user-friendliness, features and versatility. With professionally designed templates and an easy drag-and-drop interface, it’s completely accessible, even to newcomers.
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Shopify is built on a comprehensive suite of tools: unlimited product listings, inventory management, 100+ payment providers, multiple sales channels and high-converting checkout.
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Its Basic plan for small businesses ($39 a month; annual pricing is slightly cheaper) is a little more expensive than most others in our guide. Also, be aware of transaction fees when using third-party payment providers (other than Shopify Payments) and the cost of premium apps.
- User-friendly interface
- Versatile, with 150+ themes
- Excellent marketing tools and social integration
- Transaction fees for third-party payment processors
- Cost of premium apps adds up
- Extensive customization requires technical expertise
Small and medium-sized businesses looking for an easy-to-use, all-in-one solution could benefit from using Shopify. With its extensive app store and API functionality (as well as advanced and enterprise-level plans), the platform is also scalable and able to meet your inventory, order management, and other needs as your business grows.
Shift4Shop
Best e-commerce platform for search engine optimization (SEO)
Shift4Shop offers a convenient way to launch a business website with minimal effort. Its website builder and built-in order management solutions drive home the all-in-one offering.
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And, it’s dedicated to helping you improve your search engine rankings. Features like extensively customizable metadata and mobile-focused design could enable your small business to achieve higher search rankings.
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For businesses making at least $500/month, your Shift4Shop subscription may be free — if you use the Shift4 payment processor. If you prefer a different payment processor, however, fees start at $29/month. Also, setup isn’t as easy as it could be, according to some user reviews.
- Free, if you can meet the minimum
- Variety of features creates value
- Comprehensive SEO tools
- Must use Shift4 payments in free plan
- Customer service gets mixed reviews
- Some users complain of complex setup
Shift4Shop’s pricing model is a big draw if you’re sure you can make the revenue threshold and want to use its payment processor. There are many marketing and SEO features, so businesses with a strong focus on improving online visibility and driving organic traffic should consider Shift4Shop.
Wix
Best e-commerce platform for startups
Wix is our top choice for startups trying to establish their online presence quickly and affordably. Its user-friendly, drag-and-drop builder and e-commerce features make it easy to build a professional online store without technical expertise.
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Wix’s focus is on simplicity and flexibility. With 900+ free templates, it’s very easy to get started. And pricing is more than reasonable. Wix offers a free plan for basic websites, and e-commerce plans start at $27/month.
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Note that storage is somewhat limited in Wix’s lower-tier plans as compared to other providers in our guide (50 GB in the $27/month plan versus unlimited storage in comparable plans from Shopify and BigCommerce). It’s also not e-commerce-first, so it doesn’t offer the breadth of e-commerce features of platforms like Shopify, and adding functionality with proprietary or third-party apps from Wix’s App Market can get pricey.
- User-friendly website builder for beginners
- Affordable pricing
- Quick and easy setup
- Not as suitable for complex e-commerce needs
- No free e-commerce plan
- App Market fees can add up
Wix best suits small businesses that value simplicity and speed in setting up a website. It’s an excellent choice for startups looking to establish a professional, beautiful online store with minimal technical skills.
Ecwid
Best e-commerce platform for omnichannel selling
Ecwid is a standout free e-commerce store option that provides a free shopping cart and store with centralized inventory and order management built in.
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It shines as our best omnichannel e-commerce platform, giving your customers a consistent and smooth shopping experience across all sales channels. Ecwid allows you to set up one catalog and use it anywhere — from Ecwid’s Instant Site to CMSes like WordPress to custom-built websites. It also allows you to sell on Amazon and social media including Facebook, Instagram, TikTok, and more. You can even turn your store into a mobile app, and it integrates with POS services to sell in-store.
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Its free forever plan is a great way to get started for many business owners, but if you want to sell on social media, you’ll need to start with the Venture plan, priced at $19/month. While Ecwid offers extensive omnichannel capabilities, it’s somewhat lacking in reporting, offering only basic reports; more advanced reporting is only available through analytics apps available in the Ecwid App Market such as Kliken Stats.
- Seamless integration between sales channels
- Centralized management of inventory and customer data
- User-friendly interface
- Only 5 products in the free plan and 100 in Venture
- Limited analytics and automation
- Reliance on App Market for advanced features
Businesses looking to integrate product and inventory management across channels to provide a consistent experience for customers whether they shop online, via mobile or in-store should consider Ecwid.
BigCommerce
Best e-commerce platform for business-to-business (B2B) sales
BigCommerce is an enterprise-level e-commerce solution that promises a simplified approach to site building and order management. It excels at B2B — and B2C (business-to-consumer) — sales, with a feature-rich platform that offers wholesale selling, bulk pricing and integrations with various wholesale-specific payment gateways. The bulk edit and product import/export functionalities are also helpful, and BigCommerce complies with several security standards.
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While BigCommerce is suitable for any business, those on the smaller side may find its advanced features overkill. And you may struggle to customize your website without investing in apps and templates (it only offers a dozen free templates). Keep in mind that it also has sales limits on its plans (for example, the $39/month Standard plan has an annual online sales limit of $50,000).
- Focus on complex B2B management
- Advanced sales tools
- Secure, compliant platform
- Advanced features unnecessary for many small businesses
- Only 12 free templates
- Plans have sales limits
Businesses engaged in B2B sales or those looking for an advanced tool that supports complex pricing structures and high-level product management should consider BigCommerce.
CoreCommerce
Best e-commerce platform for reporting and analytics
CoreCommerce is a straightforward e-commerce solution, offering the Core Platform, which provides ready-to-use tools for setting up a shopping cart and accepting online payments.
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If your business prioritizes data-driven decision-making, CoreCommerce is a great choice. Of its many features, real-time data reporting and analytics are a major highlight, covering everything from sales and taxes to affiliate statistics and keyword/search term reports.
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While marketing-oriented businesses may love the data-focused design, CoreCommerce lacks advanced features in other areas — like POS offerings. Paid plans also limit how many products you can have, with 10 allowed in the $29 Pioneer plan and 300 in the $79 Pro plan.
- 15-day free trial
- Robust reporting and analytics
- Feature variety suitable for small business
- Paid plans limit product count
- No mobile app
- No POS for in-person sales
Businesses without extensive product portfolios looking for a straightforward platform or those that value data analysis and insights should consider CoreCommerce.
Square Online
Best e-commerce platform for brick-and-mortar stores
Square Online prioritizes brick-and-mortar stores with its feature offerings, making it simple to accept and manage orders both online and in-person within a streamlined system. It also provides a straightforward and hassle-free setup experience and plenty of useful features — including POS integration, multiple fulfillment options and a variety of mobile-first theme designs.
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It’s free to get started with Square Online but you’ll need to pay a processing fee of 2.9% + 30 cents per transaction. Paid plans are $29 or $79 per month, billed annually, and offer expanded customization, a free domain name for a year, real-time shipping rates and a lower processing rate depending on the plan.
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Much of Square’s benefit comes from its integration with physical stores. While there are plenty of e-commerce-only features, you’re not getting as much value without using the POS software. It also has limited customer support hours and doesn’t have integrations with Amazon and other major marketplaces.
- Quick setup and user-friendly interface
- Great integration between physical and online stores
- Unlimited products
- No integration with Amazon or other marketplaces
- High focus on physical stores and POS
- Marketing add-ons can get pricey
Square Online offers quick and easy setup with minimal fuss, so it’s a good choice if other platforms are giving you trouble. Businesses with a physical and online presence will enjoy the excellent POS integration.
Squarespace
Best e-commerce platform for visual appeal
Squarespace offers an integrated website builder that lets business owners choose a template and run with it. It also provides a host of selling, marketing and search engine optimization (SEO) tools to drive sales after your site is built.
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With more than 160 high-quality, modern templates, Squarespace is a great option for businesses focused on visual appeal. Several of its more recent updates and releases have also focused on the creative aspects of designing an e-commerce site.
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Its Fluid Engine drag-and-drop editor facilitates creativity while providing just enough guidance to ensure high-quality results. And Squarespace Blueprint, launched in mid-2023, lets users create unique sites from more than 1 billion possible design combinations.
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Squarespace has a reputation as an easy-to-use e-commerce platform, perfect for beginners. The number of templates available, however, is much lower than some of the others in our guide (Wix, for example, offers some 900). Also, advanced e-commerce tools, such as advanced shipping and discounting options, require the $65 per month plan; basic e-commerce functionality is unlocked with the Business plan, which is $33 per month.
- User-friendly website builder
- Visually appealing templates
- Tools for appointment-based services and subscriptions
- Limited number of premade templates
- Can get expensive
- No phone support
Businesses wanting an online store that stands out visually should consider Squarespace. Its ease of use also makes it a good fit for businesses creating their first site.
Our picks at a glance
| Company/Product | Star rating | Lowest e-commerce monthly subscription price (excluding free option) | Abandoned cart recovery tool |
|---|---|---|---|
Shopify
| 4.9 | $39 per month
| Included
|
Shift4Shop
| 4.8 | $29 per month (free if you process at least $500/month)
| Included
|
Wix
| 4.7 | $27 per month
| Included
|
Ecwid
| 4.7 | $19 per month
| Included for Business and Unlimited plans
|
BigCommerce
| 4.5 | $39 per month
| Included for Plus and Pro plans
|
CoreCommerce
| 4.5 | $29 per month
| Included
|
Square Online
| 4.3 | $29 per month
| Included for paid plans
|
Squarespace
| 4.1 | $33 per month
| Included for Commerce Advanced plan
|
Read more:
Methodology
To help small and medium-sized businesses (SMBs) find the best e-commerce software for their needs, we researched top e-commerce products using a specific set of desired data points. After we collected this data, we narrowed our list to 25 unique combinations of vendor and plan based on five primary categories encompassing 43 different metrics. We weighted each metric based on what matters most for small businesses. Using the final score for each product, we selected the eight that rose to the top for this list.
We then assigned each product an Editors’ Score encompassing four key areas before converting final scores to a star rating out of five. This score doesn’t affect our selection methodology or assessment of key data points for ultimate list inclusion.
Here’s how our methodology breaks down:
E-commerce features (30%)
To assess the efficacy of an e-commerce platform for SMB owners and team members, we developed a list of core features that top tools should offer. Encompassing crucial functionality such as CRM integration, abandoned cart recovery tools, ability to sell specific goods (e.g., services, downloadables), dropshipping capabilities, shipping calculators and omnichannel selling, the heavy weighting of this category reflects a standard set of e-commerce needs for nearly every small or medium-sized business.
Site-building tools (25%)
While e-commerce features are inherent to these tools, SMBs must first be able to easily build a website. Factors considered for this category include premade themes and templates, drag-and-drop site building, social media integration, coding capabilities, web hosting and SSL certificates.
Payment processing and accounting (15%)
Since payment processing is included in every e-commerce tool, this category didn’t receive top priority in our weighting. Here, we assessed factors such as the inclusion of inventory management features, recurring payment acceptance, accounting software and physical POS hardware integration, as well as reporting and analytics tools.
Pricing and value (13%)
A critical component of every business decision for SMBs is cost and value for money. We considered factors such as cost when billed monthly versus annually, forever free plan availability and applicable limits (if any) on the number of allowed products and storefronts.
Service and support (7%)
Difficult-to-use tools eat up time SMB owners can’t spare, and a buggy checkout or glitchy product search process will quickly drive customers away. For this category, we wanted to find out how easy it is for users of e-commerce platforms to get the support they need for these and other issues, whether via phone, email, live chat or troubleshooting on their own using an online knowledge base and/or community forum.
Editors’ Score (10%)
Our Editors’ Score for the top e-commerce software for small and medium-sized businesses considered four key factors: included features, value for money, popularity and ease of use. After we ranked e-commerce options using metrics associated with each of the above categories, we evaluated the products at the top of our ranked list and assigned each a score on a scale from terrible to excellent (each descriptor is associated with a numerical value). The final score (inclusive of our Editors’ Score) was then converted into a star rating (where zero stars is the lowest possible score, and five is the max).
What are the key features of e-commerce software?
- Payment processing: E-commerce software facilitates secure payment processing. A variety of methods are available: credit cards, digital wallets and bank transfers are some examples.
- Inventory management: Efficient inventory management helps businesses track stock levels, set up restock alerts and manage product availability.
- Customization: Ample customization options allow you to tailor the look and feel of your online store, ensuring brand consistency and unique user experiences.
- Security: Robust security features safeguard customer data and transactions through encryption, SSL certificates and fraud protection.
- Analytics: Good e-commerce software offers reporting tools that provide insight into sales data, customer behavior and other key metrics.
What to look for in an e-commerce platform
Choosing the right e-commerce platform is essential for success. To help you make an informed decision, we’ve broken down the key factors to consider.
User-friendliness vs. customization
Running a small business is hard work, and you don’t have much time to spare. Choose a platform that balances ease of use with customization so your website looks good without being exactly the same as every other online store out there.
Mobile responsiveness and optimization
Mobile commerce is more important than ever, as customers need a seamless shopping experience across devices. This is non-negotiable, so make sure your chosen platform is responsive and works smoothly on mobile.
Integration capabilities
As a small business, you rely entirely on the integrations offered by your chosen platform, since you can’t just build it yourself. Your e-commerce platform must integrate properly with the channels through which you want to sell and the software systems you use.
Integrations can also provide additional functionality customers want, like Google Maps support, saving payment details and product sharing on social media.
SEO and marketing functionality
It’s no use starting an online store no one visits. Prioritize platforms that offer features to help you optimize content, boost traffic, launch promotions and foster customer loyalty.
Pricing and value for money
The monthly subscription isn’t an e-commerce platform’s only cost. Look out for hidden fees; transaction fees, processing fees and app store/theme fees can all impact your finances. Ensure the platform aligns with your budget while providing useful features.
Customer support and community
Don’t overlook support. When issues arise, which they will, you’ll be thankful for quick and reliable customer support. Look for 24/7 support, active community forums and ample documentation.
We receive compensation from our partners for Featured Offer placements, which impacts how and where their offer is displayed.
Frequently asked questions (FAQs)
Payment processing varies significantly between e-commerce platforms in terms of transaction fees, payment gateways and integrated payment solutions. While most offer a range of options, each has its limitations.
Assess your business needs and consider what each platform offers. Do they have the payment processors that you require? How are their transaction fees?
Selecting the right e-commerce platform involves assessing various factors: features, budget, scalability, payment options, customization, ease of use and required technical expertise are just a few. Do your research and read user reviews to find the most suitable platform.
Yes, it might be, as e-commerce continues to grow in the US. According to the Census Bureau, in mid-2023 e-commerce sales accounted for 15.4% of total retail sales (about a point higher than the prior year).
Editorial Disclaimer: Opinions expressed here are the author's alone, not those of any bank, credit card issuer, airlines, hotel chain, or other commercial entity and have not been reviewed, approved or otherwise endorsed by any of such entities.
This content is for educational purposes only and is not intended and should not be understood to constitute financial, investment, insurance or legal advice. All individuals are encouraged to seek advice from a qualified financial professional before making any financial, insurance or investment decisions.
Note: While the offers mentioned above are accurate at the time of publication, they're subject to change at any time and may have changed or may no longer be available.
