Article
Technology
Shopify is the right choice for 90% of ecommerce brands.
But not forever.
When Shopify Works
Shopify is exceptional for:
- Brands doing under $500k/month
- Standard product catalogs
- Teams without dedicated developers
- Brands that need to move fast
The app ecosystem, theme flexibility, and built-in infrastructure make it the best starting platform for most brands.
When Shopify Breaks
The cracks start showing when:
Customization hits walls. You need checkout logic that Shopify doesn't support. You need product configurations that don't fit the standard model. You need integrations that require workarounds on top of workarounds.
Performance degrades. Too many apps. Too many scripts. The store loads in 4+ seconds on mobile. Every app you add makes it worse.
Costs compound. Shopify's transaction fees, app subscriptions, and Plus pricing can add up to significant overhead at scale.
The Middle Path
Before going fully custom, consider:
Shopify Plus with Headless Frontend. Keep Shopify's backend (inventory, orders, payments) but build a custom frontend for performance and flexibility. Best of both worlds.
Shopify Plus with Custom Apps. Replace heavy third-party apps with lightweight custom solutions that do exactly what you need, nothing more.
Gradual Migration. Start moving specific functions to custom solutions while keeping Shopify as the core. Reduce dependency over time.
Our Approach
We don't push custom solutions for the sake of it. We evaluate where you are, where you're going, and what's actually limiting your growth.
Sometimes the answer is better Shopify configuration. Sometimes it's a headless build. Sometimes it's surgical custom development.
The right answer depends on your business, not our preferences.