We've built on all three. Here's what we've learned about when each one makes sense.
WooCommerce
WooCommerce runs on WordPress. You own the code, the data, and the hosting. It's flexible—you can customize almost anything. The tradeoff: you're responsible for updates, security, and performance. Plugins can conflict. A bad update can break your store.
Best for: Stores that need heavy customization, businesses that already use WordPress for content, stores with complex product configurators or B2B pricing. We used it for Florida Outdoor Gear because they needed custom product options that Shopify couldn't handle well.
Shopify
Shopify is hosted. You pay a monthly fee; they handle hosting, updates, and a lot of the complexity. The admin is polished. The tradeoff: you're locked into their ecosystem. Customization has limits. Transaction fees add up if you don't use Shopify Payments.
Best for: Stores that want to launch fast, don't need heavy customization, and prefer predictable monthly costs. Great for standard product catalogs. When clients ask "what's the fastest way to get selling," we usually point them here.
Custom
Custom means we build the store from scratch (or on a framework like Laravel or Node). Total control. No platform limits. The tradeoff: higher upfront cost, longer timeline, and you need developers for any significant change.
Best for: Complex requirements—subscriptions with multiple tiers, multi-vendor marketplaces, B2B with custom pricing per customer, integration with legacy systems. When the platform doesn't fit, custom is the answer. It's not the default; it's the exception.