The short answer
If you are starting from nothing, use Shopify. It is cheaper, faster, and better than anything we would build for the same money. A custom app earns its place later, when you have repeat customers and platform fees have become a real number.
We sell custom builds and we are telling you to use Shopify first. That is not modesty; a retailer who should have used a platform and instead commissioned a build is an unhappy client eventually.
Side by side
| Shopify | Custom app | |
|---|---|---|
| Time to live | Days | 14 days |
| Up-front cost | Low | From £2,999 |
| Monthly cost | Subscription plus app fees | Hosting only |
| Per-sale cost | Transaction plus payment fees | Payment fees only |
| Cost as you scale | Rises | Flat |
| Storefront and SEO | Excellent | Not its job |
| Push notifications to regulars | Limited | Native |
| What you own | Your data, not the platform | Everything |
When Shopify wins outright
- You are starting and have not proven demand.
- You need a discoverable storefront that ranks in search.
- Your catalogue changes constantly and you need merchandising tools.
- You do not have repeat customers yet.
When a custom app starts winning
- You have a base of customers who buy repeatedly.
- Platform and app fees are a visible line in your accounts.
- You want to reach your own customers directly rather than paying to.
- You need something the ecosystem does not offer.
The answer most retailers should hear
Common questions
Should I start with Shopify?
Almost always yes. It is cheaper, faster, and genuinely excellent. Building custom before you have proven demand is the most common way retailers waste money on software.
When does a custom app beat Shopify?
When you have repeat customers you want to own the relationship with, when app and transaction fees have become material, or when you need something Shopify's ecosystem does not do.
Can I have both?
Yes, and it is often the right answer. Keep Shopify running the storefront and catalogue, and build an app for your regulars that shares the same product and order data.