Shopify vs Ecwid - Comparison Review

Shopify vs Ecwid (image of shopping cart accompanying the two companies' logos).

In this article we compare Shopify vs Ecwid, two well-known tools for building an online store. Which one best meets your needs?


Deciding on the type of e-commerce solution you need

There are two main types of tool you can use to build your store: a tool that lets you build a complete e-commerce site (a whole website, basically, with a shopping cart), or a tool that lets you create a store which you then 'plug in' to an existing website.

In the case of the products we're discussing here, the general idea behind Shopify is to allow you to build a complete e-commerce site from scratch, whereas Ecwid is more for users who want to sell products on an existing site (or, indeed, a social media page).

Well, in truth, it's slightly more complicated than that, because recently Shopify introduced a new plan, 'Shopify Lite', which allows you, much like Ecwid, to sell products on an existing site...and Ecwid introduced a new 'Starter Site' feature which allows you to run an Ecwid store as a standalone site...but we'll come to all that later. 

Which approach is for you depends chiefly on whether you already have a website (that you are happy to sell from) or not.

If you don't have a website, or have a poorly designed one, you may be best off opting for Shopify (or a similar 'all-in-one' tool), as it comes with a range of free, professionally designed templates that you can use to lay out your website, as well as e-commerce and blogging functionality.

If on the other hand, you have a website that already looks fantastic and works great, then Ecwid is quite probably for you.

Let's take a look at how Shopify and Ecwid work.


How Shopify works

What is Shopify?

Although Shopify is generally perceived as an e-commerce solution, it is, technically speaking, a combination of a website builder and an online store builder: as well as letting you showcase and sell products (digital or physical) you can use it to create regular web content as well - static pages, blog posts, contact forms and so on.

Once you sign up for an account (there's a two week free trial) you can then select a 'theme', tweak the design a little, create some pages and add some products along with relevant pictures, prices, weights and so on. Shipping costs are calculated automatically by Shopify based on the information you give it about postage costs in your country, and the weights of your items.

When you are ready to publish your store, it can either live at a 'myshopify' web address, or at a domain name of your choosing (www.yoursite.com etc.). You get a lot of control over search engine optimisation (SEO), with the ability to add meta data, page descriptions and so on; it's very flexible on that front.

Shopify and payment gateways / transaction fees

A payment gateway is the software that processes credit card transactions when visitors to your site make a purchase.

With Shopify, you have the option of using either 'Shopify Payments' (Shopify's own built-in payment gateway) to process transaction, Paypal or a wide range of third party payment gateways (Shopify works with over 70 of them).

If you use Shopify Payments, there are no transaction fees to worry about - i.e., Shopify won't take a cut of your sales if you use their own card processing option (but you'll need to note that Shopify Payments is only available to merchants selling from certain countries - the United States, Puerto Rico, Canada, the United Kingdom, Ireland, Australia, and New Zealand). If you use a third-party payment gateway provider, transaction fees will apply - how much depends on the Shopify pricing plan you're on.

There are also credit card fees to consider - again, these vary by plan.

Templates

Shopify is pretty flexible when it comes to design - the templates are all very 'tweakable' using the controls provided, but with the 'Basic Shopify' plan upwards you also get full control over CSS and HTML. This makes it a good solution for both users who want edit their design without resorting to coding...or users who really want to use CSS and HTML to tweak their site design to the nth degree.

Example of a Shopify theme.

Example of a Shopify theme.

There are 10 free templates available in Shopify and around 50 paid themes (within each theme there are several variants if it, so the number of designs available is a bit higher than those figures suggest). 

How much does Shopify cost?

Shopify provides 5 plans:

  • Lite: $9 per month
  • Basic Shopify: $29 per month
  • Shopify: $79 per month
  • Advanced Shopify: $299 per month
  • Shopify Plus: pricing varies depending on requirements

With the exception of the 'Lite' plan, all the above allow you to create fully functional online stores. The Lite plan is more restrictive in that it doesn't allow users to create a standalone store but instead permits you to:

  • sell on Facebook
  • use Shopify to sell goods in physical locations (i.e., for point of sale applications)
  • make use of a Shopify 'Buy Button' which can be integrated on an existing site (this works in a similar way to Paypal but allows users to make use of a much more sophisticated back end and inventory management system).

A free trial lets you evaluate the product and get a sense of your requirements. 

It is also possible to buy 'apps' which add particular bits of functionality to your store (for example, you can buy apps that let you create social media 'coupons' for certain products, or apps that provide additional accounting information on your sales).

And as mentioned above, you are also able to purchase Shopify themes created by professional web designers. These tend to look slicker than the (perfectly usable) free templates, but they come with a one-off fee of around $140-$180.

Shopify's Buy Button

Perhaps in a bid to capture some of the users that Ecwid is appealing to - users who wish to add e-commerce functionality to an existing website - Shopify introduced a 'Buy Button' which, like Ecwid, can be embedded onto a site using a few lines of code. This lets you display individual products or collections on your site.

The Buy Button is available on all Shopify plans, but unless you intend to use Shopify to create both a standalone store and to embed products elsewhere, the $9 'Lite' plan is all you need to make use of the button.

The functionality you get with Shopify's 'Buy Button' is not as comprehensive as that provided by Ecwid: with Ecwid, you're getting a complete store on your site (one which facilitates user account creation, more comprehensive product options, product search, social media sharing of products etc.); the Shopify 'Buy Button' is more about providing basic 'add to cart' and checkout functionality.

Shopify's point-of-sale functionality

A key feature which differentiates Shopify from a lot of competing 'standalone' solutions is its point-of-sale functionality - you can use an iOS device plus various pieces of kit sold by Shopify (tills, receipt printers, barcode scanners etc.) to sell in physical locations as well as online. You can work with third party equipment - such as credit card readers - too. Ecwid can be made to work in point-of-sale contexts too (see below) but it is arguably a more limited offering.

Dropshipping in Ecwid and Shopify

Many users are drawn to solutions like Ecwid and Shopify because they want to start a dropshipping business.

Dropshipping is a way of selling goods without stocking anything - you take an order, send it to a supplier, and they fulfil the order. The advantage of this selling model is that you don't have to invest in lots of stock to set up your online business - rather, your money can go straight into marketing your business.

Neither Shopify nor Ecwid facilitate dropshipping 'out of the box' but the good news is that it's still really easy to dropship with both products - you just need to add an app to your store.

Dropshipping in Shopify is simply a case of adding an app like Oberlo to your store (there are many others available), picking some goods you'd like to sell, and putting your site live.

Similarly, you can also dropship with Ecwid using apps such as Inventory Source or Wholesale2B. 

It's probably fair to say though - that thanks to Shopify's significantly better stocked app-store, that there are more options available to Shopify merchants in the dropshipping department.

Shopify and product options

One thing paying close attention to with Shopify involves product options: you are limited to three per product.

For example, if you were selling a birthday card on Shopify, you could allow users to choose card size, card colour and envelope type...but if you wanted to then allow them to choose envelope colour, you wouldn't be able to. Now, there are workarounds available - you can use a third party app to facilitate more options, combine two options into one, create separate products, or do some manual coding to add more options...but it's all a bit more complicated than it should be.

Ecwid, by contrast, is more straightforward in this regard and doesn't limit product options to such a small number - I'm not sure of the exact limit, but I was easily able to create several product options when testing the app.

Another issue with Shopify's product options is that allowing your customers to provide bespoke information or items - for example, text for an engraving, or an image to be printed - is not possible without either manually adding some code to a product template, or investing in an app.

Again, Ecwid works better here, simply allowing you to capture your desired data (via text box, file upload button etc.) very easily in its product options section. Note that the 'file upload' option is only available in the 'Venture' and higher plans however.

(For many users, Shopify's three 3 options and its limitations around bespoke data capture won't really pose problems, but for users who have specific requirements and want want a standalone hosted e-commerce site, I'd suggest taking a look at Bigcommerce).

Is Shopify for me?

Utlimately Shopify offers a quick, user-friendly way to get an online store together quickly and is ideal for anyone who doesn't already have a website. It's also a good option for people who have an existing site and wish to sell a product or two on the side with a minimum of fuss. The main gripe I have with it is the options limit discussed above.

Most users who want to build a standalone e-commerce site will find Shopify to be a very robust solution, but as with any online product though, it's best to sign up for a free trial and test it out yourself before committing to it.

You might also like to read our in-depth Shopify review for a more detailed breakdown of pros and cons of the product.


How Ecwid works

What is Ecwid? 

Ecwid is a tool that is mainly focussed on giving you a store that 'plugs in' to your existing site. Although its new 'Starter Site' feature (more on which below) means you can now use it to create a basic standalone online store, it's primary purpose is still to allow you to add e-commerce functionality to an existing online presence.

As with all the leading online store building tools, Ecwid allows you to set up ‘catalogs’ of products (both physical and digital), add photos, pricing, weights for each etc. You can define shipping rates, accept card payments and so on – all the standard tasks that you’d expect to be able to perform using an e-commerce solution. You can tweak design elements using controls, or, again - if coding is your bag, you can edit the CSS stylesheets (though not HTML).

Where Ecwid differs quite fundamentally from Shopify however is that it is not really a 'standalone' hosted solution but a widget that gets placed on other sites (hence the name: Ecwid stands for ‘E-commerce Widget’). As such, you get a few lines of code to add to your existing website or social media page; your store is displayed wherever you’ve inserted this code. This is good because you can effectively host your store on multiple locations.

(As discussed above, Shopify's 'Buy Button' also allows you to sell products on an existing site, but it is a more basic affair.)

How much does Ecwid cost?

If you’ve only got a few products to sell (up to 10), Ecwid is free.

The $15 per month 'Venture' plan allows you to sell up to 100 products; the $35 per month 'Business' plan allows you to sell up to 2500 and the $99 per month 'Unlimited' plan, as the name suggests, allows you to sell an unlimited number (if you pay annually it works out cheaper).

There are no transaction fees on any plan. As you’d expect, the more you pay, the more additional features you get – discount coupons functionality, better support etc. 

One thing to watch out for with pricing: unlike some competing solutions, the price varies significantly according to where you live. So for example in the UK, Ecwid's 'Venture', 'Business' and 'Unlimited' plans are £15, £35 and £99 - considerably higher than the US costs, particularly since the Brexit-related fall in the value of Sterling.

Ecwid and payment gateways

As with Shopify, you can either use Paypal or a payment gateway (or both) with Ecwid to process credit card payments. Ecwid does not provide quite as many options with regard to payment gateways however, giving users 50+ to choose from versus Shopify's 70+. That said, it's still a considerable number (and more than you can use with competing products Bigcommerce and Squarespace, for example).

Strong features

Five features of Ecwid are particularly strong: 

  • You can use it to present your storefront in up to 45 different languages (something you can't really do out of the box with Shopify).
  • Like Shopify, it offers point of sale functionality, integrating with three POS providers, Clover, Square and Vend. However, unlike Shopify, this is only available on its most expensive plan (the $99 per month 'Unlimited' plan) - and it's limited to certain countries: US, UK, Canada, Japan and Australia.
  • It comes with a free plan that is totally usable - you can sell up to ten products with it.
  • A mobile app is automatically created for your Ecwid store which can be published to the Apple App store or Google Play (and these apps accept Apple Pay). This is useful for users who are adding Ecwid to a non-responsive website (although if your website isn't responsive yet, I'd do something about that!).
  • Ecwid integrates very neatly with Wordpress sites, thanks to a dedicated plugin.
Ecwid's card reader, powered by Paypal, allows you to carry out point-of-sale transactions.

Ecwid's card reader, powered by Paypal, allows you to carry out point-of-sale transactions.

The abandoned cart saver in Ecwid

One thing worth paying particular attention to in Ecwid is the fact that it offers abandoned cart saver functionality much cheaper than Shopify (and indeed other competing e-commerce solutions).

An abandoned cart saver allows you to send automated emails to visitors to your store who go part of the way through the sales process only to leave your store without buying any products. These sorts of emails can increase conversions and have the potential to increase your revenue significantly with little effort.

The abandoned cart saver tool is available on the cheapest Ecwid plan, meaning that you can avail of this useful functionality from just $15 per month. By contrast, you have to be on a $79+ Shopify plan to get access to an abandoned cart saver.

Ecwid's Starter Site option

A new and potentially very useful feature in Ecwid is its Starter Site option. This allows you to use Ecwid to build a one-page site feature your online store. It's by no means as comprehensive as a Shopify site, but it nonetheless allows you to use Ecwid to build a standalone site. If you're on a paid plan, you can map this to your own domain (meaning that your Ecwid site will sit at www.mystorename.com etc.).

One potentially useful application of the starter site option is using it a 'holding store' whilst your main website gets built. You could sell products successfully via an Ecwid starter site despite your full site not being 100% ready.

Is Ecwid for me?

Ecwid is ideal for anyone who already has a site and wants to add a professional online store to it. It saves you from reinventing the wheel by designing a new website, and the fact that you can plug your store into a variety of online locations is excellent - your store can live on your website, your Facebook page, anywhere you can whack a little bit of code in. As ever, try before you buy - the free Ecwid plan can be found here.

You can also read our full Ecwid review here.


Review conclusions

You might consider using Shopify over Ecwid if you...

  • don't already have a website or online store, and wish to set one up from scratch which contains multiple sections and pages
  • need advanced point-of-sale functionality
  • would like to choose from a wide range of payment gateways
  • are happy with the simple but effective functionality offered by Shopify's 'Buy Button' as a way to sell products on an existing site.

A free trial of Shopify is available here.

You might consider choosing Ecwid over Shopify if you...

  • already have a website that you are happy with, and wish to add a fully-featured online store to it
  • wish to offer your store in multiple languages
  • are on a budget or have basic selling requirements - its free plan may actually meet your needs
  • are happy with building a one-page online store
  • need more flexibility with product options than Shopify provides (note: Bigcommerce is also a good option here for those more interested in standalone store creation)
  • want to avail of abandoned cart saver functionality cheaply - Ecwid's offering in this department is very reasonably priced, and much cheaper than Shopify's equivalent.

A free trial of Ecwid is available here.


Alternatives to Shopify and Ecwid

Of the similar products we've reviewed, we'd probably recommend Bigcommerce as a good alternative to Shopify. You can read our Bigcommerce review here, or check out our e-commerce platform reviews for more online store reviews and comparisons.