Startups.co.uk is reader supported – we may earn a commission from our recommendations, at no extra cost to you and without impacting our editorial impartiality.
Featured: Hostinger - Best for AI
Wix – Best for multi-purpose businesses
Shopify – Best for ecommerce growth
Using a website builder is the easiest and cheapest way to create an online store for your small business. Our most recent round of research found that Wix is the best ecommerce platform for small businesses to choose, offering an all-round solution that addresses the needs of small enterprises.
- Wix – Best for multi-purpose businesses
- Shopify – Best for ecommerce growth
- Squarespace – Best for eye-catching online stores
- GoDaddy – Best for serving local customers
- Hostinger – Best for AI-powered business support
- BigCommerce – Best for global shipping
- Square Online – Best for startups on a budget
I worked alongside our in-house research team, combining extensive audience research with hands-on testing to determine the best ecommerce platforms for you. This resulted in hundreds of hours of data collection, with a focus on the seven most crucial categories for small businesses.
So, is Wix the right fit for your business? Should you consider one of its competitors instead? In this guide, you’ll learn more about our top seven ecommerce platforms as I unpack their sales features, pricing, and more. But, first, see how they compare in our side-by-side table:
| FEATURED PROVIDER  |  |  |  |  |  |  |
| Hostinger | Wix | Shopify | Squarespace | GoDaddy | BigCommerce | Square Online |
| Overall Score Based on our in-depth research and user testing 4.0 | Overall Score Based on our in-depth research and user testing 4.8 | Overall Score Based on our in-depth research and user testing 4.7 | Overall Score Based on our in-depth research and user testing 4.7 | Overall Score Based on our in-depth research and user testing 4.2 | Overall Score Based on our in-depth research and user testing 3.7 | Overall Score Based on our in-depth research and user testing 3.7 |
| Pricing £2.99 per month (for a 48-month term) Up to 81% discounted with code “STARTUPS” | Pricing
| Pricing £19 – £259 per month, billed annually | Pricing £17-£35 per month, billed annually Use code “SU10” to receive a 10% discount on all Squarespace plans | Pricing £13.99 per month (first term savings available) | Pricing $29-$299 (around £23-£240) per month, billed annually | Pricing £0-£64 per month, billed annually |
| Free plan or free trial 30-day free trial | Free plan or free trial Free plan | Free plan or free trial 3-day free trial | Free plan or free trial 14-day free trial | Free plan or free trial Free plan | Free plan or free trial 15-day free trial | Free plan or free trial Free plan |
| Templates 150+ | Templates 900+ | Templates 200+ | Templates 150+ | Templates 150+ | Templates 200 | Templates 20+ |
| Try Hostinger | Try Wix | Try Shopify | Try Squarespace | Try GoDaddy | Try BigCommerce | Try Square |
In this guide:
- 1. Wix: Best for multi-purpose businesses
- 2. Shopify: Best for ecommerce growth
- 3. Squarespace: Best for eye-catching online stores
- 4. GoDaddy: Best for serving local customers
- 5. Hostinger: Best for AI-powered business support
- 6. BigCommerce: Best for global shipping
- 7. Square Online: Best for startups on a budget
- How to choose an ecommerce platform for your business
- How we test ecommerce platforms
- Final verdict: which platform is best for selling?
Since my previous update to this article, several of the providers I review have introduced some interesting new features, with a focus on AI:
- Wix has rolled out a new AI Site-Chat function, as well as a partnership with YouTube Shopping
- Shopify has introduced Sidekick, an AI-powered assistant
- Squarespace has announced its Design Intelligence feature suite, which includes an AI-powered website builder
You can learn more about these new features in the reviews below.
1. Wix: Best for multi-purpose businesses
- Wix pricing: £16 to £119 per month (billed annually)
- Transaction fees: 2.1% + 20p per transaction
- Standout features: Wix Payments, Wix Owner app, POS integration, keyword data support from Semrush
- What’s missing?: Unlimited products, template flexibility
My experience building an online shop with Wix
Wix is our top ecommerce platform for small businesses thanks to its impressive range of website features and 900+ professionally designed templates. You can do almost everything, from managing your inventory to running a blog, all under one roof.
Our research found that Wix is the best option for designing an online store, making it ideal if you don’t have the time to contend with complex coding. From my experience with the builder, the drag-and-drop editor is incredibly easy to use – I had complete creative control over how my online store looked.
I found it easy to make changes to my online store thanks to Wix’s ecommerce templates and drag-and-drop editor. Source: Startups.co.uk
When it comes to Wix’s sales features, they’re second only to Shopify’s. Shopify offers advanced ecommerce functionality from its cheapest plan, such as unlimited products and internationalisation tools.
Wix provides all merchants with the basics, including the ability to offer discounts on products, a free custom domain to help boost brand awareness, and multichannel selling so you can connect with customers on social media and marketplaces. But, to unlock more storage space or even features like adding multiple currencies, you’ll need a more expensive plan.
Wix is always evolving, and most recently Wix has announced its users can sell directly through YouTube Shopping. Its also launched an AI Site-Chat meaning your site visitors can receive round the clock service.
- You run a small business and want to take your first step online
- You want an all-in-one dashboard – Wix provides lots of built-in features but it also has an extensive app store so you can add functionality
- You run a niche shop, as Wix is more of an all-rounder and doesn’t provide specialised tools
Wix is the best ecommerce platform you can choose. It provides small businesses with all of the tools they need to get online and grow a loyal customer base, including a built-in marketing suite and abandoned cart recovery.
Read our in-depth Wix review to learn more about our top-rated ecommerce platform.
2. Shopify: Best for ecommerce growth
- Shopify pricing: £19-£259 per month (billed annually)
- Transaction fees: 1.5%-2% + 25p per transaction
- Standout features: Unlimited products, Shopify Magic, Shopify Payments, VR functionality
- What’s missing?: Free custom domain, longer free trial period, drag-and-drop editor
My experience building an online shop with Shopify
Shopify is by far one of the best online store builders I’ve tested. While we’ve positioned Wix just a touch ahead when it comes to value for money and website templates, Shopify’s sales features are unbeatable. You’ll unlock advanced sales features, such as automated emails, abandoned cart recovery, and multichannel selling from Shopify’s cheapest plan.
There were thousands of apps in Shopify’s app store for me to choose from. Source: Startups.co.uk
What I liked most when testing Shopify was its customisability – if I couldn’t find a feature already built into the platform, I could browse the massive app market to add extra functionality. Whether it’s a new marketing or fulfilment app, Shopify helps your business scale seamlessly. That said, I found it difficult to customise my site’s appearance as the editor isn’t the most beginner-friendly – Shopify opts to have you structure your pages by section, rather than using the popular drag-and-drop style that other builders use, like Wix.
The good news is that Shopify continues to make improvements behind the scenes, and considers the needs of its merchants. For example, the recent Shopify Editions: Winter ‘25 introduced a bunch of new features, including customer account extensions, and Shopify Sidekick: its AI-powered assistant.
- You’re selling more than a handful of products or have a complex inventory, as Shopify is equipped to deal with big stores
- You want to sell beyond your website, through channels such as social media and marketplaces
- You manage a physical store – you can seamlessly sell between your store and website with Shopify
- You want to start dropshipping products – Shopify integrates with popular dropshipping suppliers
- You run a very new or small business that’s just starting to sell a few products here and there – you won’t need all the bells and whistles that come with Shopify right away
- You’re easily overwhelmed by the technical side of things – I’d recommend choosing an easier builder, like Squarespace
- You’re on a budget, as Shopify’s plans are some of the most expensive for an ecommerce platform and there’s a limited free trial
Shopify’s sales features are the best on the market, so if you have the budget to spare and a growing or sizable inventory, it’s worth spending the money on. You might sacrifice a little on the design front, but Shopify’s strength lies in supporting your business as it expands.
To discover more about where Shopify excels as an ecommerce platform, head to our detailed Shopify review.
3. Squarespace: Best for eye-catching online stores
- Squarespace pricing: £17-£35 per month (billed annually)
- Transaction fees: 0-3% per transaction
- Standout features: Service-based tools, Squarespace Payments, stunning templates and designs
- What’s missing?: Built-in dropshipping functionality, UK POS integration
My experience building an online shop with Squarespace
Like Wix, Squarespace is a website builder that rivals ecommerce-specific platforms when it comes to creating a professional online store. Based on my hands-on testing of the platform and our rigorous research, I can confidently say that Squarespace is the easiest ecommerce platform to use.
You can build a stylish and modern online store using Squarespace’s stunning templates and drag-and-drop editor. For ecommerce sites, I particularly love the testimonial and digital product design elements – Squarespace makes the process of building a page from scratch quick and simple.
I loved how many styles and designs Squarespace offers for different section types, helping you create a unique-looking store. Source: Startups.co.uk
Another great perk to Squarespace is its scheduling and service-based tools. Acuity Scheduling lets you create and manage bookings, and you can also create branded invoices. As of its last Refresh update, it also launched the Design Intelligence suite of features, including Blueprint AI, its first AI-powered website builder.
Unfortunately, you’ll need to pay for one of Squarespace’s more expensive plans to unlock advanced sales features. For example, you can avoid paying any transaction fees but only on the Commerce Basic plan or above, and you’ll need to subscribe to the Commerce Advanced plan for abandoned cart recovery – a feature that’s available on Wix and Shopify’s cheapest ecommerce plan.
- You have a creative business – Squarespace will help you build a stunning website with its templates and editor
- You’re a beginner to building websites, because Squarespace is the easiest ecommerce platform to understand and use
- You want to offer services to customers – Squarespace has made recent improvements to its service booking and scheduling tools
- You want to start a dropshipping business, as Squarespace lacks any built-in support for this – you’ll need to install a third-party extension
- Your business is expanding rapidly – Squarespace’s ecommerce plans won’t support a scaling business as well as Shopify’s
Out of all the ecommerce platforms I’ve tested, Squarespace is the easiest to use and I could build a stylish-looking online store in a flash. Because of this, and its reasonable sales features, it’s a great option for design-focused businesses.
Discover more in our Squarespace review to learn what this design-focused website builder has to offer for online stores.
4. GoDaddy: Best for serving local customers
- GoDaddy pricing: £13.99 per month (billed annually)
- Transaction fees: Dependent on the payment provider, up to 2.9% + 20p per transaction
- Standout features: Quickest setup time, AI website builder
- What’s missing?: App market, drag-and-drop editor, additional ecommerce plans
My experience building an online shop with GoDaddy
GoDaddy is an entry-level website builder that makes starting your own ecommerce site a breeze – even if you’re not technologically inclined. I’d argue that GoDaddy’s simplicity makes it ideal for beginners, but its editor and features can be too basic at times.
That said, GoDaddy is not only easy to use but it’s also one of the quickest ways to get online. The onboarding process took me a few minutes and I could immediately dive into designing my store or adding products in the backend.
I added all of the key information to my GoDaddy product page, such as name, price, inventory quantity, and shipping options. Source: Startups.co.uk
However, GoDaddy is let down by its lack of sales features, especially in comparison to the other ecommerce platforms on this list. For example, GoDaddy will always charge transaction fees, whereas other builders, like BigCommerce and Hostinger, don’t charge them at all.
You’ll get the bare minimum, such as personalised SEO tools and the ability to connect your store with Google to help your business get found by the right customers. And, while this makes it great for targeting the local market, GoDaddy limits your store to 5,000 products and lacks scalability.
Still, for stores that don’t need the advanced functionality provided by platforms like Shopify, GoDaddy is a very affordable alternative.
- You need to get online fast, as GoDaddy has the quickest setup time out of all the builders I’ve tested
- You have a new, small business – GoDaddy’s simple sales features will be more than enough to support your shop
- You want to connect with local customers through Google and social media platforms
- You want lots of creative control over your online store’s look – GoDaddy’s editor is too restrictive to create a unique appearance
- You have a large business or need to sell lots of products as GoDaddy’s better equipped to handle smaller online stores
GoDaddy’s simplicity works in its favour, encouraging small businesses onto the platform with its no-nonsense approach to building and stripped-back sales features. However, GoDaddy lacks the advanced functionality that larger stores will need.
Get a closer look at GoDaddy’s features, templates, and more in our GoDaddy review.
5. Hostinger: Best for AI-powered business support
- Hostinger pricing: £2.99 per month (for a 48-month subscription)
- Transaction fees: Zero transaction fees
- Standout features: Suite of AI tools, speedy setup time
- What’s missing?: Scalable ecommerce plans, unlimited products, built-in email marketing
My experience building an online shop with Hostinger
Hostinger is a new entry to our list of the best ecommerce platforms for businesses. When using it, I could get my online store up and running in minutes thanks to Hostinger’s AI website builder and intuitive drag-and-drop editor.
During my testing, Hostinger’s AI managed to create an effective site for my fake online bookshop. It already came equipped with useful elements, like shop categories and a contact form to join a book club. I only had to make a few tweaks here and there to refresh the imagery and copy.
Hostinger has also doubled down on its AI features, especially in recent months, which I found especially useful. For time-poor business owners, you can quickly add copy, blog posts, or new images – to name just a few examples – using Hostinger’s suite of AI tools.
I was particularly impressed by the AI-powered Product Information Generator tool. With this, I could let Hostinger generate my product details for me, such as a description or title, all based on my uploaded image. This is a very useful feature for new businesses that are unfamiliar with building an inventory online.
I could use Hostinger’s AI Logo Maker to help me create a logo for my business. Source: Startups.co.uk
- You’re a new business owner, as the platform is beginner-friendly and offers the basic sales features you’ll need
- You run a side hustle – Hostinger is incredibly cheap and you won’t need the advanced functionality available with more expensive platforms
- You want to grow your online store, as Hostinger only offers one basic ecommerce plan
- You want to build an online community – you’ll be left without email marketing tools
Hostinger offers the cheapest premium ecommerce plan at just £2.99 per month (for a 48-month term). Its basic sales features and beginner-friendly drag-and-drop editor make it easy to set up your online store.
6. BigCommerce: Best for global shipping
- BigCommerce pricing: around £23-£244 per month (billed annually)
- Transaction fees: Zero transaction fees
- Standout features: Unlimited products, international shipping options
- What’s missing?: AI features, better design options
My experience building an online shop with BigCommerce
BigCommerce should be your go-to ecommerce platform if you want to expand your operations overseas. You can easily navigate global fulfilment thanks to the multiple storefronts and inventory locations BigCommerce allows – plus, you can accept payments in over 100 different currencies to help encourage sales around the world.
When testing BigCommerce myself, I found its sales features and interface to be more complex and advanced than Shopify’s, so expect a steep learning curve if you’re an ecommerce beginner.
I found it difficult to use BigCommerce’s editor and my site quickly looked messy. Source: Startups.co.uk
Truthfully, I even found the onboarding process to be a little overwhelming. So, unless you have the time to invest in learning the ins and outs of BigCommerce, I’d recommend choosing an easier ecommerce experience with a platform like Squarespace.
For this reason, BigCommerce is better suited for large enterprises. While Shopify rivals the platform with its depth of sales features to support growing businesses, the fact that BigCommerce won’t charge you any transaction fees might give it the edge in the eyes of large-scale sellers.
- You run a large, complex store, as BigCommerce caters to sellers with a high volume of sales
- You have a sizable budget – BigCommerce is one of the more expensive ecommerce platforms
- You want to start selling internationally – BigCommerce helps you prepare your store for global markets and customers
- You run a small business or boutique store – BigCommerce is overkill and overly complex
- You’re not confident about designing a website – BigCommerce lacks the quality and quantity of design options available elsewhere
- You have a small budget
BigCommerce targets large and growing online stores with its advanced sales features, internationalisation tools, and the fact that it doesn’t charge transaction fees. But, because of its sizable price tag and complexities, I wouldn’t recommend this ecommerce platform to smaller businesses.
Visit our BigCommerce review for a thorough examination of the ecommerce platform’s pros and cons.
7. Square Online: Best for startups on a budget
- Square Online pricing: £0-£64 per month (billed annually)
- Transaction fees: 1.4% + 15p to 2.5% + 25p per transaction
- Standout features: Free ecommerce plan, Square POS, customer accounts, schedule sales
- What’s missing?: Free online store templates, advanced sales features on the free plan, zero transaction fees
My experience building an online shop with Square Online
Square Online completes our list of the best ecommerce platforms, and it has earned its position for good reason. It’s the only provider that lets you create a functional, attractive online store for free.
There’s no limitation to how many products you can feature or the type of product – be it physical, digital, donations, events, services, or even to sell as a restaurant. This is great as you can sell your products and services without having to spend money on a premium ecommerce plan. And, as I’ve already discussed, some of these can cost over £20 per month.
Are there drawbacks to a free ecommerce platform? Absolutely. You won’t get customisable online store templates, a free custom domain, or real-time delivery rates unless you upgrade to a paid plan. Unfortunately, you will always be charged transaction fees no matter what plan you sign up for, so this is an additional cost to consider.
I could let customers know when products were running low or out of stock with Square Online’s settings. Source: Startups.co.uk
- You have a tight budget, as Square Online’s free plan lets you test out the platform and start selling without breaking the bank
- You own a very small business or side hustle that you’re testing the waters with, and you’re not ready to commit to a more expensive platform yet
- You manage a restaurant, as Square Online offers brilliant features to support this industry
- You want to sell in-person and online – Square Online is well-equipped with its own POS
- You manage a larger store – you can get more bang for your buck with other platforms and gain access to more advanced sales features
- You want low transaction fees – Square Online charges up to 1.4% + 15p per UK card transaction and up to 2.5% + 15p per non-UK card (there’s no way to remove transaction fees)
Square Online is an unusual ecommerce platform as it allows business owners to sell products on its free plan. It lacks the design options and high-quality sales features available at higher price points elsewhere, but it’s a great builder if you don’t want to spend much on your website right away.
Check out our Square Online review for an in-depth look at how the builder supports online stores.
How to choose an ecommerce platform for your business
Ecommerce platforms are website builders designed to help you create an online store from scratch, but how do you know which sales features you need or what plan to pick?
I recommend thinking about the following questions as you research which ecommerce platform is right for your business:
- Where are your customers based? – Think about your target market and audience to determine what features your store needs. Are they local? Are they mostly on social media? Do you need international shipping options?
- Will you need to pay transaction fees? – Your ecommerce platform subscription won’t be your only cost when you set up an online store, as many providers charge additional transaction fees. If you want to avoid this, consider builders like Hostinger or BigCommerce, or use a provider’s in-house payment gateway to minimise costs.
- What do you want your online store to look like? – If building a stylish store is a priority, you’ll want to choose a design-focused builder, such as Squarespace. Assess a platform’s website themes, editor style, and pre-designed elements.
- Are the features you need built-in? – How many features are available with your ecommerce platform subscription? Will you need to install third-party apps and plugins to add extra functionality? For example, Shopify relies heavily on its app market, and many of these apps come with additional costs.
How we test ecommerce platforms
Each ecommerce platform has undergone rigorous testing. Spearheaded by our senior researcher, this began with audience research, during which we collected and analysed hundreds of answers from ecommerce entrepreneurs. We used the findings of our audience research to pinpoint the most relevant areas of testing for our audience.
We then carried out 200 hours of data collection, testing a variety of top ecommerce platforms and focusing on the seven areas of investigation that matter most to you. This is how we deliver up-to-date recommendations to help you find the right ecommerce platform for your business.
- Sales features: 30% – The ecommerce features and tools available to support your online store growth, such as shipping options, multi-channel integration, and abandoned cart recovery.
- User experience: 20% – Based on hands-on testing with each ecommerce platform, assessing the accessibility for different skill levels.
- Help and support: 15% – Looking at how website owners can seek help with an ecommerce platform, such as customer support channels and the availability of a knowledge centre.
- Website features: 15% – Encompassing the quality and extent of website features, such as SEO and internationalisation.
- Design functionality: 10% – Based on several design factors, such as templates, AI builders, and mobile responsiveness.
- Customer score: 5% – We examine an ecommerce platform’s position and popularity in the market.
- Value for money: 5% – The balance between features and price, the availability of a free trial or plan, and overall affordability.
Final verdict: which platform is best for selling?
Wix is our top ecommerce platform for small businesses thanks to its impressive range of store designs and built-in website features. That said, when it comes to choosing the right ecommerce platform for your business, there’s no one-size-fits-all approach. It depends entirely on your budget and business needs.
If you’re not sure which provider to pick, I recommend trying free trials or plans if available. It’s a handy way to test a platform for yourself, play around in the editor, and explore the different sales features.
Once you’ve chosen your ecommerce platform, check out these tips for building your business website, and our guide to how to start a business to help you find your feet.
Startups.co.uk is reader-supported. If you make a purchase through the links on our site, we may earn a commission from the retailers of the products we have reviewed. This helps Startups.co.uk to provide free reviews for our readers. It has no additional cost to you, and never affects the editorial independence of our reviews.
