Choosing an e-commerce platform is a decision for years, because it shapes cost, pace of development and how easily you can change the store. In 2026 it usually comes down to three options: Shopify, Magento (Adobe Commerce) and a custom solution. Each fits a different scale and a different level of complexity.
Below we show who each one is for, what it really costs to maintain and how to make a decision matched to your catalogue, team and plans.
Shopify: a fast start and low technical risk
Shopify is a subscription platform. You pay a monthly fee and a commission, and in return you get a ready, hosted store you can launch quickly and without a large technical team.
It fits startups and mid-size stores with a typical sales model. The limit is deep customisation of logic. Standard features work brilliantly, while non-standard processes have to be built within what the platform allows. For larger scale and B2B sales there is Shopify Plus.
Magento (Adobe Commerce): power at the price of complexity
Magento, now developed as Adobe Commerce, offers enormous flexibility and fits large catalogues, B2B sales and complex pricing rules. It is a tool for stores that have outgrown ready-made platforms.
That power comes at a price. Magento needs a strong development team, well-planned hosting and a larger maintenance budget. Rollout takes longer, and every update and performance tuning is real work. In return you get control over almost every element of the store.
A custom solution: full control when the standard is not enough
A store built to order, for example on Laravel and Next.js in a headless architecture, makes sense when the sales process is unusual and integrations with company systems go beyond what ready-made platforms offer.
You gain full control over logic, performance and look, with no revenue-based licence fees. The cost is a higher build effort and responsibility for maintenance. We build such stores as e-commerce solutions based on web applications.
The three options side by side
| Aspect | Shopify | Magento | Custom |
|---|---|---|---|
| Cost model | Subscription plus commission | Licence or open source plus hosting and development | Budget for build and maintenance |
| Rollout time | Short | Long | Medium to long |
| Flexibility | Limited to platform capabilities | Very high | Full |
| Technical requirements | Low | High | High |
| B2B and complex rules | Limited, fuller in Shopify Plus | A strong point | Any, built to need |
| Who it is for | Startups and mid-size standard stores | Large catalogues and B2B sales | Unusual processes and deep integrations |
How to choose in 2026
Base the decision on five criteria rather than on a platform’s popularity.
- Scale and catalogue: the larger and more complex the assortment, the more the options tilt towards Magento or a custom solution.
- Integrations: count the connections to ERP, PIM and logistics systems, as they are often the biggest project cost.
- Team: Magento and a custom store need a technical base, Shopify lets a smaller team operate.
- Total budget: count maintenance over several years, not just the rollout price.
- Direction of growth: a headless and composable commerce approach lets you pair a frontend with any backend, which matters for plans over the coming years.
The most common selection mistakes
- Choosing a platform for a trend rather than for your own catalogue and sales process.
- Leaving out the cost of integration with company systems in the first estimate.
- Forcing non-standard logic into Shopify, which raises cost and undermines stability.
- Choosing Magento without a technical base, so the store gets stuck on maintenance.
Frequently asked questions
Shopify or Magento for a mid-size store?
For a standard sales model Shopify launches faster and cheaper. Magento wins when you have a large catalogue, B2B sales or complex pricing rules.
When is a custom solution worth it?
When the sales process is unusual and integrations go beyond ready-made platforms. A custom store costs more upfront but gives full control and no revenue-based commission.
Can you change platform later?
You can, but migrating data, content and integrations is expensive. That is why matching the platform to scale and plans at the start pays off later.
How we approach this at Devhound
At Devhound we start from your catalogue, sales process and list of integrations. On that basis we recommend a platform, and we base the look and buying path on design and UX work. We maintain custom stores together with server administration.
Not sure which platform to pick? Get in touch, and we will count the total cost of each option for your store.
