6 Best E-commerce Platforms of 2025: My Review

My journey in digital marketing began at an e-commerce agency. I worked closely with clients running their businesses on e-commerce platforms like Shopify, BigCommerce, and Magento.

It was there that I developed a strong foundation in understanding what makes an e-commerce platform beneficial—fully connected functionality, scalability, and ease of use. I have always been curious about which platform would suit most businesses. I wanted to test e-commerce platforms that would support not just my dream pet store business but also a digital store and a newsletter in the future.

I don’t love coding, and I wanted tools that would support me from the get-go. To ensure a well-rounded evaluation, I collaborated with different business owners to understand how these platforms have evolved over the years to meet modern business needs.

Below, I will share my experience with the six best e-commerce platforms after hands-on testing and detailed analysis. Whether you’re launching a new store or considering a platform upgrade, my findings will help you make an informed choice.

The six best e-commerce platforms I recommend trying in 2025

In my experience, e-commerce platforms have made running an online store simple for everyone. They allow you to list products, process payments, track inventory, and manage orders—all from one place. But the best e-commerce platforms go well beyond the basics. They’ve evolved into comprehensive business hubs that handle both marketing and analytics.

During my testing, I discovered how far these tools have come in helping businesses grow. Features, including AI-powered recommendations, automated inventory tracking, and integrations with marketplaces and social platforms, are all common. These platforms aren’t just for setting up shop—they’re designed to optimize every step of the customer journey, from browsing to checkout.

Choosing the right e-commerce platform is critical for the smooth operation of any business. I found some platforms that were incredibly effortless to use, while others required more learning but offered more advanced tailoring options. It all depends on your business size, goals, and technical expertise.

What sets apart the best e-commerce platforms

These are some of the important factors I considered when evaluating the best e-commerce platform.

• Core features for e-commerce platforms should cover all the essentials: product listing management, payment gateways, inventory tracking, and order fulfillment. I prioritized platforms that also offer advanced features such as multi-channel selling, abandoned cart recovery, and built-in SEO tools. These features ensure that businesses can streamline operations while maximizing sales potential.
• Ease of use is something I consider a must-have for all tools. Managing an online store involves complex tasks, so a clean, accessible design makes all the difference. I looked for platforms with straightforward navigation, drag-and-drop design options, and dashboards that make it easy to manage inventory, orders, and analytics without requiring technical expertise.

• Scalability and flexibility allow businesses to grow without worrying about switching tools. I evaluated platforms based on how well they accommodate increasing product catalogs, higher traffic, and expanding sales channels. Platforms that allow for extensive fine-tuning—whether through APIs, third-party apps, or themes—ranked higher, as they can adapt to specific business needs over time.

• SEO and marketing tools are nice-to-have features that are important for driving organic traffic and maximizing visibility. That’s why I paid special attention to platforms that offer essential SEO features like custom URLs, meta tags, schema markup, and site speed optimization. Platforms that simplify the process of implementing these SEO best practices stood out to me because they enable businesses to rank higher on search engines and attract more customers.

• Integration Capabilities with third-party tools help you connect with your business's most important channels. I looked for solutions that easily connect with popular apps and services like accounting software, CRM systems, and other marketplaces. I also value integrations with social media platforms and analytics tools.

• Performance and security are mandatory for any reliable platform to handle high traffic volumes without lag or downtime. I evaluated the platforms’ performance, uptime, and loading speeds to ensure they meet the needs of both customers and business owners. Security was another crucial factor—I looked for platforms that offer SSL certificates, PCI compliance, and efficient fraud prevention measures.

• Customer Support can make a huge difference when issues arise. I assessed the quality of each platform’s support, including the availability of 24/7 live chat, phone support, and comprehensive documentation or forums. Platforms with active user communities are definitely a big win, as they provide additional troubleshooting resources.
• Pricing is always a factor, but it’s also about value for money. I considered how well each platform balances pricing with the features it offers. Transparent pricing structures, affordable plans for small businesses, and scalability for growing enterprises were key considerations.

Over the past few weeks, I have tested six e-commerce platforms that really stood out. Even though this list is short, it has something for every business size. And like me, you will also relate to some of the wins and some losses for each platform.

The list below contains genuine user reviews from e-commerce platforms. It’s important to note that in the context of this list, vendors offering a free trial are also considered free. 

To be included in this category, a solution must:

• Help companies run their e-commerce business on a single, unified platform
• Manage e-commerce products and services, as well as product information
• Deliver standard options to create online stores that can be customized
• Include functionality for personalization to improve the customer experience
• Provide features for or integrate with drop shipping and inventory management software
• Track and manage customers, their order history, and online behavior
• Allow companies to choose between multiple payment options and gateways
• Support the headless commerce architecture and provide native mobile apps
• Offer security, or encryption of data and information, or both, and comply with regulations
• Include features for e-commerce data management, integration, and search

*This data was pulled from G2 in 2025. Some reviews may have been edited for clarity.  

1. Shopify

One of the first e-commerce platforms I got to work with was Shopify, and I have come a long way since then. Shopify offers two different options:

1. Shopify: Designed for small and medium-sized businesses
2. Shopify Plus: Designed for enterprise high-growth, high-volume brands.

I was lucky enough to test both these platforms in different scenarios. For small and medium businesses, I found Shopify to check all the right boxes. I loved their user interface back then, and I still love it now. And the biggest win for me? No coding is required for this tool's most basic setup. 

It was easy to set up a store and link up with third-party platforms to import dropshipping products. I also enjoy their impressive library of themes, which are not just pretty but also functional and optimized for mobile. I also appreciate the payment integration options on Shopify, which are straightforward to set up. 

Their enterprise offering, Shopify Plus, was a different experience altogether. When I worked with clients running a larger business, Shopify Plus was a boon to them. Enterprises and high-growth businesses require these additional advanced features and configurability.

I personally loved that I could create multiple storefronts under one account. This is a game-changer if you operate in different markets or languages. The account also comes with access to Shopify’s Launchpad tool, which helps you plan and automate sales events.

One more positive? You’ll also get dedicated support from Shopify Plus, which includes a merchant success manager. Working with them was like having my own personal guide for the platform. Shopify Plus API also allows for advanced modifications, which helped me integrate systems without any effort.

I did not have the most perfect experience with Shopify or Shopify Plus. As much as I loved the Shopify template options, creating custom pages was not the easiest. I either had to reach out to our developers or spend extra time learning Liquid (Shopify’s coding language). There were also some updates that would cause lags, which can be frustrating when you’re in the middle of managing your store. 

I also had difficulty making changes to advertising integrations. As someone who relies heavily on tracking ad performance, I noticed some inconsistencies with Shopify’s measurement.

What I dislike about Shopify:

• While updates are necessary, I noticed occasional lags in performance after system updates, which disrupted my workflow at times. These minor hiccups made tasks like product updates or navigation feel less fluid.
• I found advertising integrations annoying to deal with at times due to inconsistencies in ad performance data. This made tracking campaign results more time-consuming and less reliable, especially when comparing metrics across platforms.

What G2 users dislike about Shopify:

Though it's easy to set up, the fees are a little high, and you are restricted as to how much you can really do without adding plug-ins. Depending on the type of business, their payment gateway also does not work, and you have to obtain a third-party POS. When issues do occur, it causes a lot of lag time as it's hard to determine the owner of the issue.

- Shopify Review, Ishan P.

What I dislike about Shopify Plus:

• Similar to Shopify, I noticed occasional performance lags on Shopify Plus following updates, which could disrupt workflows at critical times. These minor disruptions were difficult to handle, especially during busy sales periods when every second counts.
• While Shopify Plus APIs are powerful, I often found myself needing help from developers to integrate or customize certain features. This reliance on technical expertise added complexity to tasks that I had hoped would be more user-friendly.

What G2 users dislike about Shopify Plus:

One downside of Shopify Plus is the cost, which can be steep, especially when you factor in the need for additional apps to get the functionality you want. While the platform is powerful, some features you might expect to be included require third-party apps, adding to the expense. Additionally, while the support is generally good, there can be times when it feels a bit slow or not as thorough as you’d like, which can be frustrating when you’re dealing with urgent issues.

2. WooCommerce

In my experience working with e-commerce clients, I found WooCommerce one of the easiest to work with. Of course, if you are familiar with WordPress, getting accustomed to WooCommerce is easy. With its WordPress integration capabilities, it was easy to see why many businesses chose this platform.

One of my favorite things about WooCommerce is the countless free and premium plugins that let you customize your store exactly how you want. From payment gateways to tracking inventory, it made handling the client's website easy. The final thing that I love about this tool is that it is free to start! WooCommerce itself doesn’t come with a price tag, and many features are accessible without paying a dime. Whether you’re selling physical products, digital downloads, or even subscriptions, this tool is versatile and flexible for all needs. I’ve run small hobby stores, and they hold up well.

But I saw my clients feel the pinch in some cases. While the base platform is free, a lot of the advanced functionality requires paid extensions. I saw that advanced shipping options or robust analytics would cost them extra. These additional features will eventually add up. Another area I was stuck fixing is the plugins. I’ve had moments where one plugin would break another or cause unexpected bugs. It takes a bit of trial and error to find the right combination. 

WooCommerce worked like a charm for my small hobby store. But things tend to slow down if your product catalog grows or traffic spikes. Without technical know-how, such as caching, database optimization, and sometimes even server upgrades, optimizing performance might become difficult. Lastly, I know not everyone is familiar with WordPress. This makes WooCommerce a tough option, as it doesn’t work as a standalone solution.

What I dislike about Woocommerce:

• Despite the abundance of plugins, I encountered several reliability issues where plugins would conflict with each other or stop functioning after updates. This disrupted workflows, particularly when managing tasks like automated email notifications or payment processing.
• Product management felt cumbersome because of the less practical interface, requiring more manual input to organize categories or update pricing. It took extra effort to fully grasp all the features, which slowed me down when managing larger inventories.

What G2 users dislike about Woocommerce:

If you rely on premium plugins for your e-commerce store's website, the monthly or annual costs can begin to increase. Some of the free or lifetime purchase plugins stop being developed, resulting in a need to look for new solutions. It can be difficult to know what to use to expand functionality while keeping costs down. Make sure you really think about your store, what functionality it will need, what plugins will be needed, and what the total costs will be. If you don't need to rely on a web developer to do all this, it can help keep costs low.

- WooCommerce Review, Jeffrey K.

3. Salesforce Commerce for B2C and B2B

I know that Salesforce offers almost every business solution you can think of, but e-commerce platforms? Salesforce Commerce does a great job here too. Similar to Shopify, Salesforce offers both B2C Commerce and B2B commerce platforms.

I am a fan of a good user interface, and Salesforce Commerce absolutely nails this aspect—at least once you get the hang of it. Navigating the platform feels intuitive, and I was able to manage products, customers, and even promotional campaigns uninterrupted. 

For B2C? It’s just as efficient with personalized shopping experiences and integration with CRM tools. If you’re in B2B, you’ll love how flawlessly it handles complex catalogs and tiered pricing. 

Integration is another area in which I found Salesforce to be reliable. The platform syncs beautifully with other Salesforce products (of course, it’s Salesforce!), which means I was not scrambling to piece together customer data from different systems. Plus, API support is another favorite of mine. It makes connecting third-party tools like payment gateways and shipping services relatively painless.

Salesforce's scalability is another positive. I was able to use Salesforce Commerce without any issues for both mid-sized and enterprise businesses. 

For me, Salesforce Commerce was not the easiest to learn and adapt to. I had a hard time customizing workflows, and the complexity of this platform cannot be ignored.

With all the power Salesforce has with integration and cloud, it sometimes stumbles when it comes to its overall performance. During high traffic or updates, the platform tends to lag, which can be discouraging for potential buyers.

Also, it's not the most cost-effective option on this list. The platform’s robust features and flexibility come at a premium, and the additional costs for personalization and third-party integrations can add up quickly. 

What I dislike about Salesforce Commerce for B2C:

• I experienced performance slowdowns during high-traffic periods, especially when running flash sales or processing a large number of simultaneous transactions. These disruptions made it harder to manage customer inquiries or monitor sales in real-time.
• The limited storefront templates were disappointing because they required significant tweaking to achieve a polished and unique design. This added extra time to the setup process and left me wishing for more out-of-the-box custom setup options.

What G2 users dislike about Salesforce Commerce for B2C:

Had a lot of issues during updates, whether that was Salesforce updates or updates with our systems. We had a lot of problems. When updates happened, the entire system shut down, which caused massive delays on our end.

- Salesforce Commerce for B2C Review, Kristy B.

What I dislike about Salesforce Commerce for B2B:

• Mastering the platform was challenging, as it required significant training and technical expertise to configure workflows and manage advanced features. I found myself dedicating extra time to learning the system, which slowed my progress initially.
• Customizing workflows often felt overly complex because of the extensive setup required for even small adjustments. For example, creating an automated approval process for orders took much longer than I anticipated.

What G2 users dislike about Salesforce Commerce for B2B:

Customization and Flexibility: It provides robust tools for customizing the user experience, allowing businesses to tailor the platform to their specific needs and industry requirements.

Integration Capabilities: The platform integrates seamlessly with other Salesforce products and third-party applications, enabling a unified view of customer interactions and business processes.

Advanced Analytics: Salesforce Commerce for B2B includes powerful analytics and reporting tools that help businesses gain insights into customer behavior, sales trends, and performance metrics. Scalability: It supports a wide range of business sizes and can scale as your business grows, accommodating increasing transaction volumes and expanding product catalogs.

4. SAP Commerce Cloud

I was pleasantly surprised while testing SAP Commerce Cloud. One of the things I love about it is its integration capabilities. 

If your business relies on SAP ERP or S/4HANA, the seamless connection between these systems is very helpful. The platform is also great at juggling both B2B and B2C models. It handles the complexities of these different business types with ease, making it incredibly versatile.

SAP Commerce Cloud also shines when it comes to scalability. Whether deploying new microservices or scaling up to meet seasonal demand, the platform holds up well. The cloud-based architecture seems super reliable.

The cost of SAP Commerce Cloud can be a bit high, especially for smaller businesses. If you’re not already familiar with SAP’s ecosystem, it’s going to take some time to figure things out. While the platform’s flexibility is great, getting everything set up can be a real pain. 

I also encountered performance issues during deployment, which you should consider if you plan to frequently update.

The support for the platform also leaves much to be desired. While SAP offers a lot of resources, the responsiveness of its technical support team can be hit or miss. When you’re stuck on a tricky issue, waiting for help is the last thing you want.

What I dislike about SAP Commerce Cloud:

• While the system is robust, I noticed occasional slowdowns during update deployments, particularly when processing large workloads or running analytics. This caused delays in operations, which could be disruptive during peak activity.
• For someone unfamiliar with SAP’s ecosystem, the initial setup felt overwhelming due to the complex configuration process. Tasks like defining workflows and integrating third-party tools required more effort and technical understanding than expected.

What G2 users dislike about SAP Commerce Cloud:

One of the things we liked the least is the customization capability. Although it is customizable in most aspects, a skilled development team is necessary to make any modifications, even if they are simple at a visual or functionality level.

5. Wix

When I first started my career in digital marketing, Wix was one of the easiest sites to set up and experiment with. For a person with no coding experience, I had a fully functional website up and running in no time.

Wix's drag-and-drop editor is my absolute favorite. The templates are perfect for starting a blog, launching an online store, or showcasing your portfolio.

Wix also offers a great deal of design options. Want to tweak a color here or move a section there? No problem. Wix also packs in a bunch of features like contact forms, email integrations, and even e-commerce tools. I found setting up an online store for clients surprisingly straightforward. 

While Wix is amazing for beginners, I did run into some hiccups when I tried to use more advanced features. For example, the mobile version of my site didn’t always look as good as I wanted. 

I also did not enjoy the long loading times, especially on mobile devices. This might be a bigger concern if you’re targeting users who might not have the fastest internet connections.

Even with its great flexibility options, Wix may feel limiting to advanced users. As I progressed with the platform, I realized it’s perfect for straightforward sites, but power users might feel constrained. As Wix integrates with many apps and tools, the constant third-party notifications on Wix can get a bit overwhelming.

What I dislike about Wix:

• Wix offers tools for mobile optimization, but I found the mobile responsiveness to be inconsistent. I had to manually tweak elements like font sizes and image placements to ensure the site looked good on smaller screens.
• Advanced customization options felt limited compared to other platforms, particularly when trying to fine-tune the design. After a while, I found myself constrained by the platform’s capabilities, which hindered my ability to achieve a more sophisticated look.

What G2 users dislike about Wix:

We sometimes have difficulties preparing images to work in different templates. This challenge is most likely due to our restricted design capacity rather than a flaw in Wix. We would appreciate tutorials on how to use the photo blocks more easily.

- Wix Review, Ram S.

6. Ecwid

Ecwid was not a tool that was familiar to me before this testing, but I am glad I stumbled upon this super easy-to-use tool!

If you are like me and dread complicated tech setups, you’ll appreciate Ecwid’s effortless-to-use design. The step-by-step setup guide walked me through everything, from uploading my product images to configuring payment options. I especially liked how the dashboard provided clear prompts for tasks like connecting a domain or enabling shipping options.

Another thing I appreciate is how customizable everything is. I was able to tweak the store to fit my brand’s look and feel by using Ecwid’s built-in themes and plugins.  They also offer widgets that allow me to embed my store directly into my existing website without hassle. 

The platform also excels at customer management. Its features include tracking orders, sending notifications, and even setting up discounts or special offers, which makes customer retention easier.

Product management is also another area Ecwid managed to surprise me. I found adding, updating, or organizing products very straightforward, which is a huge plus when you’re managing a growing inventory.

Even though the free plan is great for starting out, one thing that bothered me is how many of the advanced features are locked behind a paywall. The ability to use abandoned cart recovery, sell on multiple sales channels like Amazon or eBay, and access detailed sales analytics are all premium features. These are tools that could really help streamline my operations and boost sales, but not having access to them on the free plan feels limiting. 

I also wish some features were more robust out of the box. While the platform is great for basic store setups, I’ve often found myself wanting advanced analytics like customer segmentation or real-time sales tracking. It would also be helpful to have more detailed design options for the checkout process and product pages without needing third-party apps or additional fees. These missing elements sometimes make me feel limited in scaling my store effectively.

What I dislike about Ecwid:

• The free plan is great for starting out, but I quickly hit its limitations, particularly with the product cap and lack of advanced marketing tools. Upgrading to a paid plan became necessary much sooner than I had hoped.
• Configuration options for the checkout process and product pages were quite limited unless I invested in third-party apps or premium features. This made it harder to tailor the customer experience to match my brand fully.

What G2 users dislike about Ecwid:

I tend to make multiple products from one logo; I just wish as I created the first product, I could choose what product I want to accompany a whole outfit or home decor in one fell swoop. Ecwid gives about five options at a time for clothing; I am a power user, and I'd like to see at least 15-20 options to quickly create several products at the same time, basically better batch processing of multiple products, also mock-up downloads, should be a bit more streamlined.

- Ecwid Review, Shindon B

Frequently asked questions about e-commerce platforms

Q. What is the best e-commerce platform for a small business?

Shopify and Wix are excellent choices for small businesses due to their ease of use, affordability, and built-in features. Shopify offers scalability and a robust app ecosystem, while Wix provides flexibility and beginner-friendly tools.

Q. Which e-commerce platform is best for scaling my business as it grows?

Shopify and Salesforce Commerce are excellent choices for businesses focused on growth. Shopify offers a scalable structure with tools like Shopify Plus, designed for high-growth businesses needing advanced features like automation and multi-channel selling.

Salesforce Commerce, on the other hand, is built for enterprise-level scalability, offering extensive customization and integration options to support complex operations. These platforms grow with your business, ensuring they can handle increased traffic, larger inventories, and more demanding customer needs without compromising performance.

Q. Which e-commerce platform offers the best SEO tools to help my store rank higher on search engines?

WooCommerce and Shopify are excellent for SEO. WooCommerce provides extensive flexibility with plugins for custom URLs, meta tags, schema markup, and fast page load times. Shopify simplifies SEO for beginners with built-in tools and features like auto-generating sitemaps and optimizing site speed.

Q. Can I integrate my e-commerce platform with social media channels or marketplaces?

Yes, most e-commerce platforms, such as Shopify, WooCommerce, and BigCommerce, allow integration with social media platforms like Instagram and Facebook, as well as marketplaces like Amazon and eBay. These integrations help you sell across multiple channels seamlessly.

Q. Do e-commerce tools help with managing abandoned carts and retargeting customers?

Yes, many platforms, including Shopify and Ecwid, offer abandoned cart recovery features. These tools automatically remind customers to complete their purchases and help with retargeting campaigns.

Build, scale, and grow with the right e-commerce platform

Whether you’re just starting your e-commerce journey or looking to scale an established business, choosing the right platform is the foundation for your success. The platforms I’ve explored here are designed to handle the challenges of modern online retail, offering tools to streamline operations, optimize customer experiences, and grow your business efficiently.

As someone who has worked in digital marketing and tested these tools firsthand, I can say that the right platform isn’t just about features—it’s about finding the one that aligns with your business goals, technical skills, and growth plans.

To choose the best e-commerce platform for you, ensure you explore the options and make use of those free trials! I hope this list helped clear your confusion on which tool to try.

If you are just launching your business, these best free e-commerce platforms are a great way to get started!