What is Shopify and How Does It Work? Everything You Need to Know

Starting an online store is exciting, but it also comes with its challenges. One of the biggest decisions is choosing the right platform to build on.

With so many ecommerce platforms out there, how do you pick the one that’s just right for your needs?

Shopify might be the answer. It’s been a top choice for many business owners, from beginners to experts. In this guide, we’ll dive into what Shopify offers, helping you decide if it’s the platform for your online venture.

What is Shopify?

Shopify is more than just a buzzword in the ecommerce world. Since its launch in 2006, it has grown into one of the leading platforms for online businesses. But what exactly is Shopify?

At its core, Shopify is a cloud-based software that allows anyone to set up an online store and sell products. Whether you’re selling handmade crafts, digital products, or even services, Shopify provides the tools to make it happen.

One of the standout features of Shopify is its user-friendly approach. You don’t need to be a tech wizard to get started. With its intuitive dashboard and drag-and-drop interface, building your store becomes a seamless experience.

But Shopify isn’t just for beginners. It’s robust enough to handle the needs of larger businesses, and even some of the world’s top brands have chosen Shopify for their online storefronts.

Another key aspect of Shopify is its adaptability. It’s designed to grow with your business. As your store expands, Shopify offers more advanced tools and features to meet your evolving needs.

In summary, Shopify is a versatile ecommerce platform that caters to a wide range of businesses, from startups to established brands. It’s about making online selling accessible, efficient, and scalable.

Why Consider Shopify?

When diving into the world of ecommerce, the platform you choose can make or break your business journey. So, why do so many entrepreneurs gravitate towards Shopify? Let’s explore the reasons:

User-Friendly Design

One of the main draws of Shopify is its simplicity. Even if you’re new to ecommerce, the platform’s clear layout and easy-to-use tools ensure you can set up your store without a hitch.


Whether you’re starting small or have grand visions, Shopify is built to scale. As your business grows, the platform can handle increased traffic, more products, and additional sales without missing a beat.

Secure and Reliable

In the online world, security is paramount. Shopify offers top-notch security features to keep your store and customer data safe. Plus, with its reliable hosting, you won’t have to worry about your site crashing during peak sales times.

All-in-One Solution

From product listings and inventory management to payment processing and shipping integrations, Shopify offers a comprehensive suite of tools. This means you can manage almost every aspect of your business from one central location.

Vibrant Community and Support

Got a question or facing a challenge? The Shopify community is vast, with forums, tutorials, and experts ready to help. Additionally, Shopify’s support team is available around the clock to assist you.

Flexibility with Features

While Shopify offers a wealth of built-in features, it also allows for customization. With its App Store, you can add various functionalities to enhance your store’s performance and customer experience.

Shopify’s Standout Features

Shopify has made a name for itself in the ecommerce world and for good reasons. Beyond its user-friendly interface and scalability, several features set Shopify apart from the competition:

Theme Stor

First impressions matter, and with Shopify’s Theme Store, you can ensure your online store looks professional and inviting. Choose from a range of free and premium themes, each customizable to fit your brand’s aesthetic.

Shopify App Store

Want to add a loyalty program, integrate with social media, or automate some of your tasks? The Shopify App Store has thousands of apps to enhance your store’s functionality and improve the shopping experience for your customers. These apps cover various aspects of ecommerce, from marketing to inventory management, allowing businesses to tailor their store to specific needs.

Built-in SEO Tools

In the digital age, visibility is key. Shopify’s built-in SEO tools help ensure your store ranks well on search engines, driving organic traffic and increasing sales opportunities. Users can modify meta titles, descriptions, and URLs. The platform also auto-generates sitemaps for better search engine indexing.

Mobile Optimization

With more shoppers browsing and buying on mobile devices, having a mobile-optimized store is crucial. Shopify themes are responsive, ensuring your store looks and works great on all devices.

Native and 3rd Party Features

Shopify comes with a set of core features. Additionally, it supports third-party integrations, allowing businesses to add specialized functionalities. Users need to consider the impact of third-party features on site performance and costs.

Secure Payment Gateways

Trust is essential in ecommerce. Shopify provides a secure and seamless checkout process, supporting various payment methods, from credit cards to digital wallets. Shopify Payments, the platform’s payment system, ensures secure transactions. 

Inventory Management

Keeping track of your products is a breeze with Shopify. The platform offers intuitive inventory management tools, allowing you to monitor stock levels, set up reorder triggers, and handle returns efficiently.

Global Reach

Thinking of selling internationally? Shopify supports multiple languages and currencies, making it easier to reach a global audience. The platform also offers tools for setting country-specific pricing and managing region-specific inventory.

Understanding Shopify’s Data Architecture

Shopify’s data architecture is a foundational aspect of the platform, designed to organize and manage the various elements of an online store. Here’s a breakdown:

Collections Structure

In Shopify, products are grouped using a system called “collections.” This allows store owners to categorize products based on criteria like product type, sale items, or seasonal themes.

Collections can be used to create dedicated pages for specific product groups, making it easier for customers to browse related items. For instance, a clothing store might have separate collections for “Summer Wear,” “Winter Coats,” or “Sale Items.”

Taxonomy and Categories

Unlike some platforms that use a tiered category system, Shopify employs a more flexible approach. Instead of rigid categories and subcategories, Shopify uses tags in conjunction with collections.

Tags can be added to products to describe attributes like color, size, or material. When combined with collections, tags offer a dynamic way to filter and display products. For example, within a “Summer Wear” collection, tags can help customers filter products by color, such as “Blue” or “Red.”

Custom Fields and Dynamic Work

Shopify allows for the addition of custom fields to products, providing more detailed information or attributes. These custom fields can be used to add specific data to products, like care instructions or warranty details. 

Additionally, with the right tools or apps, these fields can be used dynamically to create personalized shopping experiences. For instance, a store could use custom fields to highlight products that are eco-friendly or locally sourced.

Comparison with Other Ecommerce Platforms

When evaluating Shopify, it’s beneficial to see how it measures up against other leading ecommerce platforms.

Platform Setup

Shopify: Hosted and ready to use. No need for separate hosting or installations.

WooCommerce: Requires WordPress installation and separate hosting.

BigCommerce: Hosted platform with built-in features.

Magento: Open-source, requires technical setup and separate hosting.

Ease of Use

Shopify: Intuitive interface, ideal for beginners.

WooCommerce: Moderate learning curve, especially for those familiar with WordPress.

BigCommerce: User-friendly with a range of built-in tools.

Magento: Requires technical expertise, more suitable for larger businesses with IT support.

Customization & Flexibility

Shopify: High flexibility with the App Store for added functionalities.

WooCommerce: Highly customizable due to its open-source nature.

BigCommerce: Offers built-in features, reducing the need for external apps.

Magento: Extremely customizable but often requires developer assistance.

Pricing Model

Shopify: Transparent monthly subscription tiers.

WooCommerce: Free plugin, but costs can arise from hosting, themes, and extensions.

BigCommerce: Monthly subscription, with potential cost changes based on annual sales.

Magento: A free community version is available, but the enterprise version and hosting can be costly.

Migration Ease

Migrating an online store between platforms can be challenging. It involves transferring product data, customer information, order histories, and sometimes even blog posts. Here’s a closer look at the migration process for each platform, with a particular emphasis on Shopify:


Shopify recognizes the challenges of migration and has made efforts to simplify the process for businesses looking to switch. Shopify offers the “Shopify Importer” tool for several platforms, which can assist in transferring product and customer data. For platforms not directly supported by this tool, third-party apps like “Cart2Cart” can be used.

Shopify’s extensive documentation provides step-by-step guides on migration. Additionally, the Shopify community and support teams are available to address any challenges. While the migration tools cover essential data, aspects like SEO settings, URL structures, and certain customizations might need manual adjustments to ensure continuity.


Being a WordPress plugin, migrating to or from WooCommerce often requires additional plugins or tools. Plugins like “All-in-One WP Migration” can assist in the process, but specific data might need manual transfers. Post-migration, URL redirects, and SEO settings should be checked to maintain search engine rankings.


BigCommerce provides a “Catalog Transfer” service for those looking to migrate. The platform supports direct imports from certain platforms, but third-party services might be needed for others. As with other migrations, post-transfer checks on URLs, SEO settings, and custom features are crucial.


Considering Magento’s complex nature, migrations can be challenging. Magento offers a “Data Migration Tool” for those moving from Magento 1 to Magento 2. For other platforms, specialized services or developers might be required.

While migration processes vary across platforms, Shopify stands out for its user-friendly tools and comprehensive support. However, regardless of the platform, it’s essential to plan the migration carefully, considering downtime, data integrity, and post-migration adjustments.

Cost Implications

When considering an ecommerce platform, understanding the associated costs is crucial. These costs not only impact the initial setup but also influence the long-term financial health of the online business. Here’s a breakdown of the cost implications associated with Shopify:

Subscription Fees

Shopify operates on a monthly subscription model, with several pricing tiers to cater to different business needs.

As of the last update, Shopify offers three main plans: Basic Shopify, Shopify, and Advanced Shopify. Each plan comes with its own set of features and transaction fees. It’s essential to choose a plan that aligns with your business size and expected growth.

Transaction Fees

Every time a sale is made, there’s a transaction fee involved. This fee varies based on the chosen Shopify plan and the payment gateway used.

Using Shopify Payments, the platform’s integrated payment gateway, can reduce these fees. However, if you opt for external payment gateways, additional charges may apply.

Theme Costs

While Shopify offers a range of free themes, there are also premium themes available for purchase. Premium themes often come with advanced features and customization options. Depending on the chosen theme, costs can range from $100 to $300 or more.

App and Extension Costs

To enhance the functionality of the store, you might consider adding apps or extensions from the Shopify App Store. While many apps offer free versions or trials, others come with monthly fees. It’s important to factor in these costs, especially if multiple paid apps are integrated into the store.

Domain and Hosting

Unlike some platforms, Shopify’s subscription fees include hosting costs. However, there’s a separate charge for domain registration.

Shopify offers domain registration services, typically costing around $14/year for a .com domain. Alternatively, you can also connect an externally purchased domain to your Shopify store.

Additional Considerations

  • Custom Development: If you require custom features not available through existing apps or themes, hiring a developer might be necessary, adding to the costs.
  • Maintenance: While Shopify handles most of the technical maintenance, there might be costs associated with updating themes, apps, or custom features.

Community and Support

One of the significant advantages of choosing a well-established ecommerce platform like Shopify is the extensive community and support network that comes with it. Here’s an overview of the community and support resources available to Shopify users:

Shopify Help Center

A comprehensive resource hub, the Shopify Help Center provides articles, tutorials, and step-by-step guides on various aspects of the platform. Whether you’re setting up your store, managing inventory, or optimizing for sales, the Help Center has information to guide you through the process.

Shopify Community Forums

A place where Shopify users from around the world come together to share experiences, ask questions, and offer solutions. The forums are categorized by topics, making it easy to find relevant discussions. From technical issues to marketing strategies, the community forums cover a wide range of subjects.

24/7 Support

Recognizing the global nature of ecommerce, Shopify offers round-the-clock support to its users. Whether it’s via live chat, email, or phone, Shopify’s support team is available to assist with any challenges or queries, ensuring minimal disruptions to your business operations.

Shopify Experts

A curated network of professionals specializing in various aspects of Shopify, from store setup and design to marketing and app development. If you’re looking for specialized assistance or custom solutions, Shopify Experts can provide tailored services to meet your specific needs.

Shopify Academy

An educational platform offering free courses, tutorials, and webinars on ecommerce best practices and strategies. Ideal for both beginners and seasoned merchants, the Shopify Academy covers topics like SEO, product photography, and sales funnel optimization.

Local Shopify Meetups

Periodic events are organized in various cities worldwide, allowing Shopify users to network, share experiences, and learn from experts. These meetups provide an opportunity to connect with fellow entrepreneurs, exchange ideas, and stay updated on the latest ecommerce trends.

Things to Consider Before Migrating or Starting with Shopify:

It’s important to evaluate certain aspects before migrating to or using Shopify before making a final decision. Here are some key considerations:

Business Needs and Goals

Every business is unique, and so are its requirements. Before adopting Shopify, it’s essential to evaluate if the platform aligns with both your current needs and future aspirations. 

Reflect on your business model, target audience, and growth projections to determine if Shopify’s offerings can support your vision. For instance, if you’re planning to expand globally, consider Shopify’s multi-currency and international selling capabilities.

Budgeting and Costs

Factor in all potential costs associated with running a Shopify store. While Shopify’s subscription fees are transparent, there are other costs to consider. These might include expenses for premium themes, specialized apps, or potential custom developments. Ensure you have a comprehensive budget that accounts for both immediate costs and future investments.

Technical Aspects of Migration

Evaluate your team’s technical proficiency. While Shopify is user-friendly, certain customizations or integrations might require technical know-how. Determine if you have the in-house expertise or if you’ll need external assistance. Additionally, consider the potential SEO implications of the move and the necessity for URL redirects to maintain your store’s online presence.

Customization and Identity

Determine the level of customization your store requires. While Shopify offers a range of themes and apps, unique features might necessitate custom development. 

Assess if Shopify can accommodate these custom needs. The extent of these custom requirements must be assessed in order to determine whether Shopify can accommodate them.

Integration and Compatibility

Consider the tools and systems you currently use. Ensure that these tools, whether it’s an email marketing platform or an inventory management system, can integrate seamlessly with Shopify.

Growth and Scalability

Think about your business’s growth trajectory. Ensure that the chosen Shopify plan can handle increased traffic, products, and sales as your business expands.

Support and Community

The ecommerce journey, while rewarding, can present challenges. Shopify’s robust support system and active community are invaluable assets. Consider how much you anticipate relying on these resources during the initial setup or migration.

Pro Tips for Prospective Shopify Users

Starting with Shopify is a practical step for many businesses. To make the most of it, it’s helpful to know some tips from the start. Here are a few key suggestions to keep in mind:

Start with a Trial

Before fully committing, take advantage of Shopify’s free trial. This allows you to familiarize yourself with the platform’s interface, test its features, and determine if it aligns with your business needs without any financial obligation.

Choose the Right Theme

Your online store’s appearance plays a pivotal role in attracting and retaining customers. While Shopify offers a plethora of themes, it’s essential to select one that resonates with your brand identity and offers a seamless user experience. Remember, a visually appealing store can significantly boost conversions.

Leverage the App Store

Shopify’s App Store is a treasure trove of tools designed to enhance your store’s functionality. From marketing automation to inventory management, there’s likely an app for every need. However, be selective; only integrate apps that genuinely add value to your operations.

Optimize for Mobile

With a significant portion of online shopping happening on mobile devices, ensuring your store is mobile-optimized is non-negotiable. Shopify themes are generally mobile-responsive, but always test your store on various devices to guarantee a consistent shopping experience.

Stay SEO Savvy

Visibility on search engines can drive a substantial amount of traffic to your store. Utilize Shopify’s built-in SEO tools, like editing meta titles and descriptions, to enhance your store’s search engine ranking. Regularly updating content and maintaining a blog can also boost SEO.

Plan for Growth

As your business expands, your needs will evolve. Regularly reassess your Shopify plan, integrations, and customizations to ensure they align with your growth trajectory. Being proactive for ecommerce growth can prevent potential scalability issues in the future.


Shopify stands out as a comprehensive ecommerce platform, offering a blend of user-friendly features, customization options, and robust support. Its versatility caters to a range of business needs, from small startups to established enterprises.

Every business has unique requirements, and while Shopify offers a lot, it’s essential to weigh its advantages and drawbacks. Pros are Easy setup, extensive app ecosystem, reliable customer support, and scalability. Cons would be Transaction fees (if not using Shopify Payments), potential costs from premium themes and apps, and limited customization in comparison to open-source platforms.

A deeper look at Shopify will be worth your time if you are considering an ecommerce platform. Assess its features against your business objectives and growth plans. With its diverse capabilities, Shopify might just be the solution you’re seeking.

Your insights and experiences can benefit many. If you’ve used Shopify or have any questions about it, please share in the comments section below. Let’s learn and grow together.

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Chris Bradshaw

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About the author

Before switching to ecommerce I was a design engineer, so I understand the importance of having the right tools. All of the tools I recommend in Ecom Uprising are ones that I have used and would recommend to my consulting clients.

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