In 2024, ecommerce sales made up 17% of global retail sales, and that number is expected to jump to 21% by 2029. With so much opportunity in the ecommerce landscape, it’s no surprise a number of platforms are making it easier than ever to start selling online.
But how can you make sure you’re choosing the right ecommerce platform for your needs?
Ahead, discover the 10 best ecommerce platforms for small businesses, and learn which features to look out for as you evaluate your options.
Key features to consider when choosing an ecommerce platform
- Cost
- Customization options
- Ease of use
- Scalability
- Integrations
- Customer support
- POS systems
- Multichannel selling
- Omnichannel marketing
- Email marketing software
- Analytics
When it comes to selecting an ecommerce platform, small businesses have no shortage of options. Here’s what to keep an eye on to make sure you pick the ecommerce platform that’s best for your small business.
Cost
Every dollar counts when you’re running a small business, and ecommerce platforms can get expensive if you choose the wrong one for your needs. As you look at platforms, consider both subscription costs and additional hidden fees. For example, if you choose a platform with limited template options, you might need to hire a web designer to build the site you want to see.
Take these add-on costs into consideration before you choose a plan, since they ultimately can render low-cost plans more expensive than plans with higher monthly subscription prices:
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Web hosting. Most ecommerce platforms host your website for you at no additional cost. Some options, like the free version of OpenCart, require you to secure your own hosting, which will carry a monthly fee.
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Credit card processing fees. Different platforms integrate with different payment gateways (think: Shopify Payments, Stripe, or Square), which charge different credit card processing fees. Look for a platform with low rates.
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Transaction fees. Some platforms charge transaction fees on top of normal credit card processing fees. This is especially common with lower-priced plans.
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Paid extensions for essential features. Many platforms come with ecommerce tools like fulfillment software and email marketing software. Others require you to connect an extension, which might carry an additional subscription cost.
Customization options
The best ecommerce platforms for small businesses let you create a site that reflects your visual brand identity—even if you don’t have a coding or design background. Customizable templates make this easy. Look for an ecommerce platform with a wide variety of templates or themes.
As you build your site and grow your small business, you might find that you need to further customize your site. Ecommerce platforms with API, CSS, and HTML editing access will let you tweak your site further.
Ease of use
Your ecommerce platform should be intuitive and easy to navigate, even if you’re not tech-savvy. Look for platforms that make setting up your site easy with customizable templates with responsive web design. This cuts down on coding needs and means your site will look good on both mobile devices and computers.
You might also look for platforms with AI website builders to help you get your site up and running quickly. Platforms like Shopify also include additional AI features to help you develop your site, like AI text generators for product descriptions.
Once your site is live, you should be able to add products, create discounts, manage orders and inventory, and perform other key tasks easily from a single hub.
Scalability
You want a platform that can grow with your business and handle increased traffic and online sales volume as your business expands. Pay attention to product listing limits, storage limits, and bandwidth. Platforms like Shopify offer unlimited bandwidth and product listings on every plan.
Integrations
Although the best ecommerce platforms provide the key features you need to run your site natively, you might eventually find that you need additional features, whether that’s an app that lets customers leave photo reviews or an appointment booking software. Look for ecommerce platforms with deep app libraries to make sure you can add the features you might need down the road.
Customer support
If you run into a problem, you should be able to easily contact your small business’s ecommerce platform for help (ideally 24/7). You might also consider using more popular platforms like Shopify, which have robust online user communities that can answer your questions and provide helpful tips in forums.
POS systems
Even if you don’t have a physical storefront, consider choosing a platform with an integrated point-of-sale (POS) system to accept payments in person. Selling in-person at events like pop-ups and craft fairs can put your products in front of new audiences, encourage word-of-mouth marketing, and help you build meaningful relationships with your customers.
High-quality POS systems offer multiple hardware options, from portable card readers to heavy-duty setups for permanent locations. They also streamline in-person selling by syncing inventory and customer data between your online business and your physical locations.
On an episode of Shopify Masters, Katherine Oyer, the founder of ecommerce baby boutique Francis Henri, discusses how Shopify’s POS system has helped her optimize inventory management across her ecommerce site and her retail shop in Westfield, New Jersey. “We process all the orders here in Westfield,” says Katherine, “and we ship from this store, so to have everything in one place is fantastic.
Katherine explains that she first downloaded Shopify’s POS to an iPad in the early days of her business, when she was doing pop-ups. When she opened her physical storefront, the POS came with her.
“I had all this customer data from years ago, from when the customers would shop at the pop-ups. Now they’re coming into the store,” says Katherine. “On the back end, you can see customer management and view all the orders of a lifetime customer, which is amazing.”
Multichannel selling
To expand your store’s reach and make it as easy as possible for customers to complete their purchases, look for an ecommerce platform that offers multichannel selling. This means you can seamlessly sell your products across marketplaces like Etsy and social media platforms like Instagram and TikTok without needing to set up your store from scratch on each channel.
Omnichannel marketing
Consider looking for a platform with omnichannel marketing capabilities. This means customers can pick up where they left off no matter where they last interacted with your brand, which can help you push them through the sales funnel. For example, maybe a customer clicks on a social media ad for a pair of shoes, and you later send them a marketing email about that same pair.
Email marketing software
Your ecommerce platform should support your marketing efforts. In particular, look for one that offers email marketing, which has a return on investment (ROI) of 36. That means, for every dollar you spend on email marketing, you can expect $36 in return, according to data from the software company HubSpot.
A built-in email marketing tool like Shopify Email can save you the cost of an additional subscription. Plus, it can integrate with your inventory and customer data to send email automations like abandoned cart reminders.
Analytics
Advanced ecommerce analytics can show you far more than how many products you’ve sold. They can provide data points like sales trends and what your site visitors search to find your website. You can use these findings and more to improve your storefront. For example, maybe you see that your dresses are trending and decide to send out a marketing email about your new dress collection to encourage even more sales.
“In marketing and ecommerce, it’s never just done—you have to always be looking at the analytics and iterating forward,” Karen Danudjaja, the founder of wellness beverage company Blume, said on an episode of Shopify Masters.
While most ecommerce platforms offer at least some basic analytics, look for a platform that offers advanced analytics that measure more than product sales and site traffic. “With a platform like Shopify, those analytics, even for someone like me with zero experience, are all at your fingertips,” says Karen.
10 best ecommerce platforms for small businesses
| Platform | G2 rating | Who it’s for | Starting monthly price |
| Shopify | 4.4 | Ecommerce businesses of all sizes | $5 |
| WooCommerce | 4.4 | WordPress users | $4 |
| Squarespace | 4.4 | Creative and service businesses | $16 |
| Wix | 4.2 | Businesses with basic ecommerce needs | $29 |
| Square Online | 4.2 | Restaurants and service businesses | Free |
| BigCommerce | 4.2 | Enterprise businesses | $29 |
| Ecwid | 4.7 | Businesses that want to embed a storefront onto an existing website | $5 |
| Shift4Shop | 3.9 | Enterprise businesses | $39 |
| OpenCart | 4.3 | Web developers and coders | Free |
| Big Cartel | 4.2 | Artists with limited ecommerce needs | $15 |
1. Shopify
Shopify is the world’s leading ecommerce platform. The comprehensive website builder comes with tools for small businesses to sell online, in person, on social media, and on marketplaces. The platform offers a range of plans that make it easy to grow your small business without switching platforms down the road.
With Shopify, you can design your online store using more than 100 professionally designed themes—zero coding skills required. You can even use AI to generate a free personalized theme. If you want to further customize your website down the line, you can access your site’s API.
Shopify has the best converting ecommerce checkout, which is built into the platform at no additional cost. Plus, Shopify offers competitive credit card processing fees and doesn’t charge transaction fees. You can sell in-person with Shopify POS systems that sync with your online inventory, and Shopify merchants also enjoy competitive shipping rates from USPS, UPS, DHL Express, and other carriers.
Shopify also comes with email marketing features, abandoned cart recovery, and search engine optimization (SEO) tools to help you grow your business. With Shopify, you can get unlimited product listings and bandwidth, so prices won’t go up as your small business increases its product offerings and attracts more site visitors.
If you’re looking for a specific feature, you can browse Shopify’s library of more than 8,000 third-party apps to extend your website’s capabilities. If you run into a problem, you can count on 24/7 customer support.
Who it’s for
Shopify is built for ecommerce businesses of all sizes, from solopreneurs to large enterprises.
Plans and pricing
Shopify plans range from $5 to $299 per month. Start your Shopify free trial, no credit card required. Get three days free, then the first three months for $1 per month. Website hosting is included. There are no transaction fees on any Shopify plans.
Features
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AI tools: Use Shopify Magic to streamline your store design process, create landing pages and product listings, and receive guidance on everything from shipping to analytics.
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Integrated payment processing: Shopify Payments is an integrated payment gateway that accepts all major payment methods. Plus, more than 100 third-party payment providers are compatible.
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Integrated email marketing software: Shopify Email is free with every plan.
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Extensive app store: Access the Shopify App Store for more than 8,000 add-ons and integrations.
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Shopify POS: Integrate with physical retail through Shopify POS, blending online and offline sales channels.
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Shipping and fulfillment: Built-in order, inventory, and shipping tools generate labels, collect import taxes, provide tracking information, manage returns, and more.
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Advanced analytics: Track sales, customer behavior, and other essential ecommerce metrics with analytics and reporting features.
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Advanced customization and API access: While coding isn’t required, you can tailor your storefront and back-end systems to meet your unique needs with extensive customization options and API support.
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Omnichannel and multichannel commerce capabilities: Ensure a consistent customer experience and manage inventory seamlessly across desktop, mobile, social media, marketplace, and in-person retail.
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24/7 customer support: Enjoy round-the-clock support via email, live chat, and phone.
G2 ⭐️ rating: 4.4
2. WooCommerce
WooCommerce is an online selling plug-in for WordPress, which originally launched as a site for bloggers. You can integrate WooCommerce into an existing WordPress site to add ecommerce functionality, or build a WooCommerce site from scratch with WordPress’s Commerce plan, which starts at $45 per month.
WooCommerce is open source, which means it’s highly customizable—if you have the technical skills to design and code websites (or the budget to hire a web developer). It also offers more than 100 pre-built web themes if you don’t have a coding and design background.
While the WooCommerce plug-in itself is free, you’ll likely need to install paid extensions to add essential ecommerce features, which can drive up the cost. For example, Shopify users end up paying 32% less for their platform and tech stacks than WooCommerce users.
Who it’s for
WooCommerce is for existing WordPress users adding ecommerce functionality to their sites, or businesses looking to start a basic ecommerce site.
Plans and pricing
The WooCommerce plug-in is free, but you’ll need to pay for your WordPress site ($4 to $45 per month). WordPress suggests its $45 per month Commerce plan for selling with WooCommerce. On top of this, you’ll also likely need to pay for extensions. For example, product recommendations cost $99 per year, and enhanced versions of free tools like email can cost up to $60 per month (WooCommerce suggests an integration with Klaviyo for marketing automation).
Features
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Integrated payment processing with WooPayments
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Integrated email marketing software for an additional fee
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Extensions store featuring mostly paid apps
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POS system
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Shipping and fulfillment
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Advanced customization and API access
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Omnichannel and multichannel commerce capabilities
G2 ⭐️ rating: 4.4
3. Squarespace
Squarespace originally launched as a simple website builder and has since added features to accommodate merchants. Many Squarespace users are creatives who sell services or handmade products.
Squarespace offers more than 180 templates you can customize to fit your branding. It also lets you access the API and CSS for custom changes to your site. While the platform provides key features like inventory management and an integrated payment gateway, its app library is smaller than those of other ecommerce platforms, which could limit the functionality of your site down the road.
Who it’s for
Squarespace is for small ecommerce and service businesses, looking for an ecommerce site with basic features.
Plans and pricing
Squarespace plans cost $16 to $99 per month. The lowest-tier plan includes 2% transaction fees on regular products and 7% transaction fees on digital content and memberships. These fees drop to 0% and 5%, respectively, at the $23 per month plan. Squarespace’s integrated email marketing software carries an additional subscription cost starting at $7 per month.
Features
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AI website builder
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Integrated payment processing with Squarespace Payments
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Integrated email marketing software for an additional fee
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Small library of 25+ apps
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POS card reader with Square integration
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Shipping and fulfillment tools
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Advanced analytics
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Advanced customization
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24/7 customer support
G2 ⭐️ rating: 4.4
4. Wix
Wix is a general-purpose website builder that offers ecommerce functionality in its paid plans (a limited version with a Wix branded domain is available for free). The platform includes core functionalities like inventory tracking, integrated payment processing, and multichannel selling.
You can set up your storefront with Wix’s more than 2,000 customizable templates. If you have technical expertise, you can delve into your site’s CSS and API to make personalized changes.
Like other platforms, Wix provides a quick way to get your business online. But the platform isn’t as scalable as others, which could pose a problem for small businesses that intend to grow. For example, platforms like Shopify offer lower credit card transaction rates in their plans for larger businesses, while Wix charges the same 2.9% + 30¢ across all of its plans.
Who it’s for
Small businesses who want to quickly build a simple site.
Plans and pricing
Wix plans with ecommerce functionality cost $29 to $159 per year, with website hosting included. There are no transaction fees.
Features
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AI website builder
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Integrated payment processing with Wix Payments
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Free integrated email marketing software
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800+ apps
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Integrated POS systems
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Shipping and fulfillment
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Advanced analytics
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Advanced customization and API access
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Omnichannel and multichannel commerce capabilities
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24/7 customer support
G2 ⭐️ rating: 4.2
5. Square Online
Square launched in 2009 with a mobile card reader for small businesses to accept credit card payments on the road. The company is still largely focused on payment hardware for physical shops, but it now has a basic website builder called Square Online.
Square Online offers three plans targeted toward small businesses. Like its other offerings, Square Online is largely geared toward companies with a physical presence. Its themes are divided into categories like “Restaurants,” “Services,” and “Events.” You can add detailed customizations to these templates with API and CSS access.
Who it’s for
Restaurants and service businesses with limited ecommerce needs.
Plans and pricing
Square plans cost $0 to $79 per month, with hosting included. The free plan excludes essential features like a custom domain name and customizable themes. Square does not charge additional transaction fees.
Features
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Integrated payment processing with Square
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Integrated email marketing software starting at an additional $15 per month
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440+ apps
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Integrated POS systems
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Shipping and fulfillment
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Advanced analytics on paid plans
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Advanced customization on paid plans
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Omnichannel and multichannel commerce capabilities
G2 ⭐️ rating: 4.2
6. BigCommerce
BigCommerce is an ecommerce platform aimed at enterprises, although it does offer plans for smaller businesses. BigCommerce’s focus on large businesses makes the platform scalable, but small business owners might find the platform more expensive, especially when they’re first getting started. Most themes, for instance, are paid. BigCommerce’s setup and implementation costs are 88% higher than Shopify’s.
Who it’s for
BigCommerce is for large enterprise businesses.
Plans and pricing
BigCommerce plans range from $29 to $299 per month, with enterprise pricing upon request. There are no transaction fees, and hosting is included.
Features
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Payment gateway integrations with popular softwares like Stripe and PayPal
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Integrated email marketing software
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1,200+ apps
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POS integrations with Zettle and Clover
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Shipping and fulfillment
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Advanced analytics
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Advanced customization and API access
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Omnichannel and multichannel commerce capabilities
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24/7 customer support
G2 ⭐️ rating: 4.2
7. Ecwid
Ecwid is a website builder that lets you build ecommerce sites from scratch with customizable templates. What makes Ecwid different is that you can create a storefront, then embed it into an existing site on another platform.
Ecwid poses a few restrictions in its lower tier plans, like product listing caps and limits on the number of pages you can add, but the platform allows for technical customization via access to the API and CSS. If you’re planning to sell beyond your ecommerce site, note that you’ll need to purchase the site’s highest plan ($105 per month) for POS integration and social selling.
Who it’s for
Businesses that want to embed a storefront onto an existing website.
Plans and pricing
Ecwid plans range from $5 to $105 per month, with hosting included. You’ll need to spend $105 per month to get unlimited listings and access to Ecwid’s POS integration.
Features
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Payment gateway integrations with PayPal and Stripe
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Integrated email marketing software
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Wide selection of apps
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POS integration
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Built-in shipping tools
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Fulfillment tools available through apps
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Advanced analytics available through apps
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Advanced customization and API access
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Omnichannel and multichannel commerce capabilities
G2 ⭐️ rating: 4.7
8. Shift4Shop
Shift4Shop is the new 3dcart—one of the earliest ecommerce platforms, launched in 2000. There’s only one Shift4Shop plan, at $39 per month, which the company promises to be enterprise-level.
There are 100+ customizable templates, and you can further customize your site with CSS and API access. While Shift4Shop offers a number of apps for increased functionality, some users find it to be clunkier than other ecommerce platforms.
Who it’s for
Enterprise businesses.
Plans and pricing
Shift4Shop has just one plan, at $39 per month, with hosting included. There are no transaction fees when you use the integrated Shift4 payment gateway.
Features
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Integrated payment processing with Shift4
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Integrated email marketing software
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Wide selection of apps
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POS system
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Shipping and fulfillment tools
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Advanced customization and API access
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Omnichannel and multichannel commerce capabilities
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24/7 customer support
G2 ⭐️ rating: 3.9
9. OpenCart
OpenCart is an open-source ecommerce platform. That means you can download the software for free, but you’ll need to secure your own web hosting, and you’ll need a fair amount of technical knowledge to set up and run your site. (If you want help, OpenCart offers expert technical support, but technicians charge by the hour.) You’ll also need to add extensions for functionalities that other platforms integrate—like email marketing tools, payment gateways, and shipping and fulfillment tools—which can complicate your site.
If you don’t want to secure your own hosting, you can opt into one of OpenCarts’s paid plans. OpenCart has an extensive app library and offers API and CSS access, so you can customize your site. It also has a selection of free customizable templates to get you started. Just note that the templates look more dated than those of other ecommerce sites.
Who it’s for
OpenCart is for business owners with technical expertise.
Plans and pricing
OpenCart offers a free version of its software, without hosting. Hosted plans cost $14.95 to $69.95/month. There are no transaction fees.
Features
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Payment gateways available in extensions from popular platforms like PayPal and Square
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13,000+ apps
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POS system
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Shipping and fulfillment available in apps
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Advanced customization and API access
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Omnichannel and multichannel commerce capabilities through extensions
G2 ⭐️ rating: 4.3
10. Big Cartel
Big Cartel is a simple ecommerce website builder for independent artists to sell their work. It has essentials like shipping and fulfillment tools, but with an app library of only 29 extensions, the platform lacks the features that small businesses might need to grow their companies. Big Cartel also has a limited number of customizable templates (there are only 12), although you can add additional customizations via API and CSS access.
Who it’s for
Big Cartel is for independent artists with limited ecommerce needs.
Plans and pricing
Big Cartel offers a free version of its product, but you’ll need to upgrade to the $15 per month or $30 per month plans to list more than five products and access features like inventory and shipping tracking. Hosting is included and there are no transaction fees.
Features
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Payment gateway integrations with PayPal and Stripe
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Email marketing software available through a paid Mailchimp integration
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29 apps
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Native shipping, and fulfillment through extensions
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Advanced customization and API access
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24/7 customer support
G2 ⭐️ rating: 4.2
Compare small business ecommerce platforms
See how Shopify stacks up to other small business tools:
Finding the right ecommerce platform for your small business
Choosing the best ecommerce platform for your small business depends on your needs and goals. Whether you’re focusing on budget, features, or other priorities, there’s a suitable option out there for you.
It’s important to pick a platform that is easy to use and can grow with your business. Consider testing several options by signing up for free trials before making a final decision.
Read more
- The 11 Best Ecommerce Website Builder Picks
- How To Find a Product to Sell: 16 Proven Methods
- What is Shopify and How Does it Work?
- 6 Creative Ways to Start a Business With No Money in 2024
- 130+ Dropshipping Products To Sell for Profit
- 24 Free Shopify Apps to Help You Build, Manage, and Grow Your Store
- How To Make Your First Ecommerce Sale—Fast (Tutorial 2024)
- 30 Perfect Instagram Bio Ideas To Use Now
- Automated Dropshipping: Everything You Need To Know in 2024
- 10 Top Ecommerce Companies to Know
Best ecommerce platform for small business FAQ
What are the best platforms to sell for small businesses?
1. Shopify
2. WooCommerce
3. Squarespace
4. Wix
5. Square Online
6. BigCommerce
7. Ecwid
8. Shift4Shop
9. OpenCart
10. Big Cartel
Which is the best ecommerce platform for beginners?
Shopify is widely recognized as the best ecommerce platform for beginners. It offers an all-in-one package that includes tools for selling online, in-person, and via social media or third-party marketplaces. Additionally, Shopify provides features like an AI website builder, unlimited bandwidth, email marketing, abandoned cart recovery, and search engine optimization (SEO). These tools make it easy for new business owners to start and grow their online presence.
Which ecommerce site do most small businesses use?
Most small businesses commonly use Shopify as their ecommerce platform, due to its user-friendly interface, comprehensive features, and scalability.
What features should I look for in a small business ecommerce platform?
When selecting an ecommerce platform for your small business, focus on these features:
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AI tools. Features like AI website builders can help you get online faster.
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Cost. In addition to subscription prices, look for hidden costs like website hosting, transaction fees, and essential paid integrations.
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Customization options. Your platform should offer technical customization features like API access, should you ever want to make a specific change to your site.
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Ease of use. Platforms with a range of customizable templates and extensive guides and tutorials will make it easy to start your small business online.
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Scalability. Look for platforms with unlimited bandwidth and unlimited product listings to make sure you can grow.
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Integrations. Look for platforms with deep extension libraries to add features to your site now or down the road.
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Customer support. If you ever run into a problem, you’ll want a platform with 24/7 customer support.
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POS systems. Integrated POS systems let you easily sell in-person by syncing inventory and customer information.
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Multichannel and omnichannel selling. This makes it easy for customers to continue their customer journey across platforms like social media and your website.
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Email marketing software. A native email marketing software like Shopify Email can make it easy to send automations like abandoned cart reminders.
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Analytics. Advanced analytics can give you the data you need to continuously improve your site, like sales and traffic trends.
