Shopify Fees (2018) - A Guide to Shopify Pricing: Which Shopify Plan is Best?

 Shopify fees - which pricing plan is right for you?

Shopify fees - which pricing plan is right for you?

If you’re thinking of using Shopify to sell goods online, you’ll know that there are several different pricing plans to choose from…and you may be wondering which one is the right one for your business.

So, in this post, we’re going to look at Shopify fees in depth, going through each of the available plans and highlighting the aspects that might make one Shopify pricing plan better than another - or more suited to your business.

Let's start with an overview of what Shopify is.


An overview of Shopify

Shopify is a web app that allows you to build your own online store. It runs in a web browser, so as long as you have internet access, you can use the platform from anywhere - in other words, you don't need install software locally to use it. Because it's a 'hosted' solution, you don't need to worry about buying hosting either.

The precise functionality you get from Shopify depends on the pricing plan you opt for - we discuss all these in depth below - but all Shopify plans allow you to sell an unlimited number of products (digital or physical) and all but one allow you to pick a template (or 'theme') which you can use to present your products with (i.e., your 'theme' is basically your web design).

Shopify is a software as a service ('Saas') tool - this means that you don't own a copy of the software but rather pay a monthly fee to use it.

And speaking of which...


Shopify fees - the options available to you

There are five sets of Shopify fees:

  • 'Shopify Lite' - $9 per month
  • 'Basic Shopify' - $29 per month
  • 'Shopify' - $79 per month
  • 'Advanced Shopify' - $299 per month
  • 'Shopify Plus' - negotiable, but typically around the $2000 mark

If you have the budget to pay upfront, can reduce your Shopify fees by purchasing an annual or biennial plan - 10% and 20% discounts are available if you pay for one year or two years of service respectively, instead of paying on a monthly basis.

 Shopify's pricing plans (correct at time of writing in August 2018)

Shopify's pricing plans (correct at time of writing in August 2018)

Let's dig into the features of each of these plans.


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Shopify Lite

At $9 per month 'Shopify Lite' represents one of the cheaper ways into selling products online - but technically it doesn’t provide you with a standalone, fully-functional online store.

Rather, it allows you to

  • showcase your products on an existing website 
  • sell on Facebook
  • use Shopify as a back-end system for selling products in physical locations (market stalls, gigs, events etc.)

Embedding your products on another website with Shopify Lite

With 'Shopify Lite', you get a ‘buy button’ - this works in a similar (and better) way to Paypal, in that you add a snippet of code to your website and your product’s details (photo, price, description etc.) along with an option to buy that product, appear on your website.

You aren't restricted to embedding single products either - you can embed entire collections of products. 

This is ideal for anyone with an existing site that wants to add simple e-commerce functionality. You might already have a Wordpress blog or website, for example, that you want to display products on - this solution is ideal for that.

 Shopify Buy Button in action

Shopify Buy Button in action

Shopify Lite and digital products

One of the things that I most like about Shopify as an e-commerce platform is the way that it facilitates the sales of digital products. 

Selling digital products is a more complicated affair than it might seem, because if you sell them to consumers living in the EU, then you are required to apply VAT to those products (even if you are not a VAT-registered business). Not only that, but the VAT rate varies from country to country - i.e., you might need to charge your UK customers one VAT rate, your French ones another and so on.

Shopify seems to be alone amongst the major website builder platforms in catering adequately for this. You'll need to install a free 'Digital Downloads' app and make a couple of changes to your Shopify settings, but once you do, the correct tax rates will automatically be applied.

As such, the 'Shopify Lite' plan may work out better for a lot of people who set up their site on another platform - I'm thinking in particular of Wix or Squarespace customers - and now want to sell digital goods without building a whole new website. The 'Lite' plan offers a relatively-low cost workaround for this. 

(In fact, I recently implemented this workaround on this site, precisely to solve the VAT MOSS headache. Although this site is built in Squarespace, I sell my SEO book via a 'Shopify Lite' plan). 

Selling on Facebook with Shopify Lite

If you are only interested in selling on Facebook, and aren’t bothered with creating a standalone store, then 'Shopify Lite' is a potentially good option - with a couple of clicks of a mouse you can publish all your products to your Facebook page, on a dedicated ‘Shop’ page. 

I say ‘potentially’ however because I’ve found Shopify’s Facebook integration a bit frustrating. As things stand it seems that users browsing your store can only buy one item at a time. For most businesses, this is annoying - but for some businesses it will render the Facebook store pretty useless.

An example of such a business is my cousin’s wedding invitation store, which I built in Shopify - all her sales involve people buying large quantities of wedding invitations at once.

She tried the Facebook integration, but it was of no use, because customers could only buy one invitation at a time with it - a tortuous process if you’ve got 100 guests coming to your wedding...

As such the Shopify-Facebook integration is currently of more use to merchants selling products that are only likely to be bought one at a time; for example, bands who wish to sell the occasional album to their fans without them having to leave the Facebook environment, or businesses with customers that are unlikely to make multiple purchases at once (I’m thinking the likes of florists; jewellery stores etc.).

To be fair to Shopify, it would appear that this issue stems from a limitation on the Facebook side of things. Either way, however, it'd be great if it could be sorted out.

Finally, another limitation of the Facebook integration is that you can't use it to sell digital products. 

So in essence, whilst you can use Shopify Lite to sell on your Facebook store, you might find the functionality doesn't quite meet your requirements.

Using Shopify Lite as a backend system for a physical store

'Shopify Lite' is a good option for those who sell in physical locations and need a solution for processing payments and manage their inventory.

It allows you to accept credit card payments in person using a card reader; and every time you make a sale, Shopify will take a note of this and update your inventory accordingly, meaning you’re unlikely to run out of stock when you need it most. This syncing of real-world sales to an online selling platform also makes bookkeeping and accounting a bit easier.

However, unlike some of the more expensive Shopify plans, you can't use additional POS hardware (bar code readers, receipt printers, tills etc.) on the 'Lite' plan. (The Lite plan also disables other POS features, which we'll discuss later on in this post).

 Shopify point-of-sale kit

Shopify point-of-sale kit

Transaction fees and credit card fees

It’s important with all Shopify plans to be aware of the difference between transaction fees and credit card fees.

Transaction fees are charged by the company providing your online store, and credit card fees are charged by your payment gateway provider (a payment gateway is basically the software used to process credit card payments). 

There are no transaction fees to worry about with 'Shopify Lite', so long as you are prepared to use Shopify's own payment processing option - Shopify Payments - as the payment gateway.

If you use a third party payment gateway, you can expect to pay a 2.0% transaction fee on each sale, plus whatever your credit card fees your payment gateway provider charges.

If you're on the 'Lite' plan and using Shopify Payments, credit card fees are 2.9% + 30c if a purchase is made online (for example, using a Shopify Buy button) and 2.7% + 0c if a purchase is made using the Shopify point of sale card reader and a mobile device. 

IMPORTANT: Shopify's credit card fees vary by country - the ones listed in this article are the US ones, but differing rates are available in different territories. For example, the UK credit card rates for the 'Lite' plan are considerably cheaper than the US ones - 2.2% for online transactions and 1.7% for in-person ones.

What about dropshipping with Shopify Lite?

Many potential users of Shopify will be wondering how it facilitates dropshipping, a fulfillment method where you don't keep what you're selling in stock (you take the order, send it to a supplier, and they deliver the goods to your client - your store is in effect a middle man of sorts). 

If you want to dropship with Shopify, you need to install a third party app to do so. You can get one from Shopify's app store - a popular choice is Oberlo (which integrates with AliExpress), but there are many others available. 

You can use a dropshipping app on any Shopify plan, Lite included, but you'll probably find that they are more useful on one of the other Shopify plans (as the products you are selling will be displayed, and browsable, on a fully-fledged online store).

Support on Shopify Lite

Although 24/7 support is included with the plan, this is limited to email and live chat only; you won't be able to speak to anybody about your account.

Is 'Shopify Lite' for me?

Shopify Lite is best suited to merchants who

  • want to add e-commerce functionality to an existing website
  • want an easy way to solve VAT MOSS related headaches
  • wish to sell on Facebook (but don't need 'add to cart' functionality or the ability to sell digital goods on Facebook)
  • want a platform to process payments and manage inventory when selling at markets or events
  • are comfortable with only having access to live chat and email support only (i.e., no phone support)

You can try Shopify Lite for 14 days free here.

If your needs are a bit more extensive, it's time to look at...


Basic Shopify

Basic Shopify’, at $29 per month, is the cheapest Shopify plan which enables you to create a fully functional, standalone online store.

'Basic Shopify' provides the following key features:

  • 2 staff accounts
  • Ability to sell an unlimited number of products
  • Unlimited file storage
  • 24/7 phone, email and live chat support
  • Fraud analysis (as the name suggests, this allows you to spot fraudulent transactions)
  • Manual order creation (this allows you to create new orders and enter card payments in Shopify for sales you've made offline - by phone, in person, or elsewhere)
  • Discount codes
  • Fully functional website version of your store (i.e., as opposed to just a 'buy button')
  • A blog
  • Abandoned cart recovery
  • Free SSL certificate (this allows you to host your store securely using the HTTPS protocol)

'Shopify Basic' vs 'Shopify Lite' - what are the main differences between these plans?

The most obvious thing you get with 'Shopify Basic' that you don't get on 'Shopify Lite' is a fully functional online store / site. 

You get all the ‘embeddable’ and ‘sell-in-person’ functionality that comes with Shopify Lite, but importantly, you get a website which you can host on your own domain too.

It's important to note that there is a  key thing which you don't get on the 'Shopify Basic' plan: the full set of point of sale features. These are reserved for customers on more expensive Shopify plans, and we'll discuss them later in this post.

Let's take a look at some of the key features you do get on the 'Basic' plan which you won't find on 'Lite': templates, support, abandoned cart saver functionality and blogging.

Templates

Once you're on a 'Basic Shopify' plan (or higher), you can choose from a wide range of templates for your online store - there are 10 free ones, and 55 paid ones.

I’ve always found the free themes to be perfectly usable (and you can tweak them quite extensively by adding CSS and HTML), but if you fancy using a paid theme, they cost between $140 and $180.

Shopify's theme store is very easy to browse, because it gives you a wide range of search filters to locate a suitable theme for your Shopify site. You can filter all the templates using a wide range of criteria, including paid vs free, industry, layout type and visual effects (like parallax scrolling). 

One thing that's important to note about the themes is that if you need any support with installing or configuring them, you may end up dealing with a third party; Shopify only support themes that the company has developed themselves. This means that Shopify will support you with any query you have about the free ones, but you may be referred elsewhere if you buy a paid theme. 

And speaking of support...

Shopify's most popular free themes (at time of writing in January 2018) - Supply, Brooklyn and Simple

Support on 'Shopify Basic' vs 'Shopify Lite'

As mentioned earlier, although support is included with Shopify Lite, it is limited to email and chat only. ‘Basic Shopify’ provides you with phone support too.

A slight word of warning about the phone support however: it's a bit unclear as to whether it is provided globally. Phone numbers are only provided for North America, United Kingdom, Australia and New Zealand - there's no 'all other countries' option. 

Abandoned cart recovery

The inclusion of abandoned cart recovery in the 'Shopify' plan is relatively new - it used to be only available on the $79+ Shopify plans.

Abandoned cart recovery allows you to identify site visitors who add a product to their cart, get to the checkout and then leave your store without completing the purchase.

You can then either choose to use Shopify's abandoned cart saver manually (i.e., send the visitor in question an email yourself) or automatically (where Shopify sends an email to the potential customer after every abandoned cart). I suspect most users will plump for the automatic option, due to the time-saving implications.

Abandoned cart recovery can significantly increase your revenue with little effort – other than the time investment in setting up the automated messages – being involved, so it's a feature which may prompt a lot of Shopify users to go for this plan over the 'Lite' option.

The interesting thing about abandoned cart recovery's inclusion on this plan is that it means Shopify offers this functionality at a considerably lower price point than many of its key competitors. For example, if you want a cart saver on Bigcommerce, you'll have to be on a $79.95 per month plan; with Squarespace, a $46 per month plan; and Volusion a $35 per month plan. 

Because of the importance of abandoned cart saver functionality, the inclusion of this feature constitutes one of the strongest arguments for choosing Shopify over competing products.

A blog

If you’re serious about selling products online, you really need to blog; it’s a core part of any decent inbound marketing strategy because it generates relevant keyword-rich content that can make your site more visible in search results.

'Basic Shopify' provides you with a blog that you can use to attract traffic to your store by publishing relevant keyword-rich content.

It's not going to rival Wordpress in the functionality stakes as it doesn't facilitate content versioning and the post categorisation options are fairly limited; that said, it's perfectly usable and will facilitate an inbound marketing campaign.

Transaction fees and credit card fees

When it comes to transaction fees, they are the same as 'Shopify Lite' (i.e., there are no transaction fees if you're using Shopify Payments, but a 2.0% transaction fee on each sale applies if you're using a third party payment gateway). 

Credit card fees are also the same as the 'Shopify Lite' ones: 2.9% + 30c if a purchase is made online and 2.7% + 0c if a purchase is made using the Shopify point of sale card reader and a mobile device. 

As mentioned earlier, the above rates vary by country, so you may enjoy cheaper rates than the above depending on the territory you're operating from.

Is Basic Shopify for me?

'Basic Shopify' is good for merchants who

  • have a fairly limited budget but need a well-specced standalone online store
  • do not need advanced selling or reporting functionality (more on that below)
  • do not need extensive POS functionality
  • want to use blogging as a means of attracting inbound traffic
  • want cheap access to abandoned cart saving functionality.

You can try Shopify Basic for 14 days free here.

Moving up the ladder, we come to...


Shopify

The next plan to consider is simply called ‘Shopify’ and the fee for this is $79 per month.

The key additions that the 'Shopify' plan brings over 'Shopify Basic' are:

  • gift cards
  • professional reporting
  • comprehensive POS functionality
  • lower transaction and credit card fees

Gift cards

Gift cards - as you might expect - allow your customers to purchase a gift for someone from your store, whilst leaving the actual product selection up to the recipient.

Gift card functionality is probably most relevant to stores with a relatively good level of brand awareness - i.e., stores that are sufficiently well-known that people would be excited (or at least pleased!) to receive a gift card for them.

As such, I would argue that this functionality is not a deal breaker for all brand new store owners - but it is definitely a handy thing to have.

Professional reports

In-depth reporting functionality is quite a big omission from 'Basic Shopify' plan and one of the biggest reasons why you might want to plump for the 'Shopify' plan over 'Basic.'

With 'Basic Shopify', the reporting functionality is quite basic. Upgrading to the 'Shopify' plan however gives you access to a wider range of detailed summaries, including

  • sales reports
  • customers reports
  • marketing reports

In the sales reports, you'll find detailed summaries of:

  • Sales over time
  • Sales by product
  • Sales by product variant SKU
  • Sales by product vendor
  • Sales by Point of Sale location
  • Sales by staff
  • Sales by staff (daily)
  • Sales by traffic referrer
  • Sales by billing country
  • Sales by channel
  • Sales by customer name
  • Average order value over time

And in the customers reports, you'll find information on:

  • Customers over time
  • First-time vs returning customer sales
  • Customers by country
  • Returning customers
  • One-time customers

In the marketing reports, you'll get

  • Sales by marketing campaign
  • Sessions by marketing campaign *
  • Conversion by first interaction
  • Conversion by last interaction
  • Attribution model comparison

* This report is also available on the 'Basic' Shopify plan.

(Regardless of the type of Shopify plan you select, I'd recommend adding Google Analytics to your site too, as you'll get a host of additional insights by using it.)

Point of sale functionality

 Using Shopify's point-of-sale hardware

Using Shopify's point-of-sale hardware

All Shopify plans let you sell in person using the Shopify POS app in conjunction with a credit card reader (the latter is available free to Shopify customers in the US and Canada); however, if you want to gain access to the full range of Shopify POS features, you'll need to be on the 'Shopify' or higher plan.

On a 'Shopify' or higher plan, in addition to being able to sell in person with the Shopify POS app you can:

  • register shifts
  • use the full range of POS hardware (barcode scanners, receipt printers etc.)
  • use staff PINs (an unlimited number) at point of sale
  • make use of third-party POS apps with your Shopify store

Of the above four features, I suspect it will be the ability to use a full range of POS hardware that will tempt people onto this plan.

Lower transaction and credit card fees

The ‘Shopify’ plan brings with it lower transaction fees than both the ‘Basic Shopify’ and ‘Shopify Lite’ plans, along with lower fees for using an external payment gateway. 

As with all the other Shopify plans, if you're using Shopify Payments, you will avoid transaction fees.

In terms of credit card fees, you can expect to pay 2.6%+30c for online transactions and 2.5%+0c for point-of-sale transactions (US rates).

If using an external payment gateway, the transaction fee applied by Shopify on this plan is 1%.

Is the ‘Shopify’ plan for me?

The 'Shopify' plan is good for merchants who

  • have a high volume of online sales (or expect them): if the sales levels are high enough, the lower transaction fees will help offset the higher monthly cost
  • require more in-depth reporting
  • need to use a wider range of POS hardware when selling in physical locations
  • sell products for which there is often a demand for gift cards.

You can try the 'Shopify' plan free for 14 days here.


Advanced Shopify

With ‘Advanced Shopify’, you get two additional features that are not included with the plans discussed above - advanced report building and real time carrier shipping. You also get lower credit card rates (and lower transaction fees if using a third-party payment gateway).

Advanced report building

The ‘Advanced Shopify’ plan effectively allows you to manipulate your Shopify data more easily, and create your own custom reports.

You can select various dimensions and metrics and use them to create bespoke reports which you can save and refer to in future. You can also apply a multitude of filters to your data to get a view that suits your business activities. (Users of Google Analytics will be familiar with this sort of thing).

In short, this functionality is for vendors who really want to drill down into their sales data with a view to tweaking their sales processes / operations to the nth degree.

As such, it’s most useful for merchants who are selling a lot of goods (as doing so will provide a significant enough amount of data to make the advanced report options worth using.

Real-time carrier shipping

If you intend to use Shopify with a carrier to ship your products (Fedex, UPS etc.), then you are effectively going to have to use the Shopify Advanced plan (or Shopify Plus, more on which below). 

With Shopify’s real-time carrier shipping option, shipping costs are calculated automatically by a carrier at the exact time an order is placed.

You can edit Shopify’s settings to mark these up (i.e., add a handling fee) or down (to compensate for a shipping rate which you feel may dissuade customers from completing a purchase).

Transaction fees and credit card fees

Of the four Shopify plans aimed at SMEs, Advanced Shopify offers the lowest transaction fees.

As with the other plans, if you're using Shopify Payments, there are no transaction fees.

The credit card fee is 2.4% + 30c for online transactions, and 2.4% + 0c for point of sale ones.

Using an external payment gateway costs 0.5% in transaction fees, plus whatever the payment gateway charges you.

Is ‘Advanced Shopify’ for me?

The 'Advanced Shopify' plan is good for merchants who

  • have a very high volume of online sales (or expect them): as with the ‘Shopify’ plan, if your sales levels are high enough, the lower transaction fees will offset the higher monthly cost
  • require advanced reporting features
  • intend to make use of carriers to ship their products.

You can try 'Advanced Shopify' for free for 14 days here.


Shopify Plus

Finally, there’s the 'Shopify Plus' plan to consider. Unlike the plans discussed above, this is aimed not at SMEs, but at big businesses. 

'Shopify Plus' is an enterprise grade solution, which basically offers all the features of 'Advanced Shopify' plan plus advanced features involving security, APIs and fulfilment.

Significantly, it allows you to automate a lot of e-commerce related tasks via a visual workflow builder called 'Shopify Flow.' This facilitates the creation of 'if this then that' style rules which make Shopify take certain actions based on certain events (for example, if your inventory is running low, it can send an email message to a supplier etc.). You'll find a brief video overview of 'Shopify Flow' below:

Pricing is negotiable - as the solution that Shopify will offer you is usually tailor-made to your requirements - but is generally costs in the region of $2,000 per month.

As you might expect given the increased costs, Shopify Plus comes with ‘white glove’ account management (dedicated onboarding, account management and support).

Is Shopify Plus for me?

'Shopify Plus' is for (large) businesses who have

  • an extremely high volume of sales
  • a need to create very bespoke connections between Shopify and internal systems (CRM tools etc.)
  • a desire to automate workflows
  • very particular requirements regarding security and uptime
  • a large budget

Click here for more information on Shopify Plus.


Beefing up your Shopify plan using apps

If the functionality included in your chosen Shopify plan isn't quite enough, you can enhance it by adding apps to your store.

Shopify's app store contains over 2000 apps (both free and paid) that are straightforward enough to integrate. Some are better than others though: always check the user reviews before committing to one.

A key example of where you might want to add an app (and as touched on above) is in the dropshipping department - there are several available to help you start a dropshipping business with Shopify.

You can also use apps to integrate your store neatly with well-known productivity / business apps like Xero, Zendesk, Salesforce and Mailchimp.


Free trials

If you're still undecided about which Shopify plan best suits your needs, you can avail of a free 14-day trial of the product.

This allows you to test out the product's core functionality and work out which Shopify pricing plan might be the best fit.

You can access Shopify's free trials here.


More Shopify resources

I hope this breakdown of Shopify fees has helped you get a greater sense of which Shopify pricing plan is most appropriate for your business. 

We build Shopify stores for clients, so if you are thinking about using Shopify as a platform, do get in touch to find out how we can help. Or join our mailing list to receive lots of useful Shopify and other e-commerce resources in your inbox.

If you'd like to do some further Shopify-related reading or watching, here are some more resources you may find handy:

For a complete list of our online store builder articles, please see our e-commerce platform reviews.


Got any thoughts on Shopify fees?

If you’ve got any queries or thoughts on Shopify fees, or the product in general, we’d love to hear them. Feel free to add a comment below! (Note: if you're using a mobile device, you may be reading an accelerated AMP version of this article which doesn't facilitate commenting. Click here to view the regular one, where you can view and add comments easily).