The short answer: Shopify suits most online stores, WordPress suits content-heavy sites with ongoing technical support, Squarespace and Wix suit simple DIY sites, and a custom build suits businesses that want a tailored, fast website without managing a platform themselves.
We have not quoted third-party subscription prices here because they change often and vary by plan. Always check each platform's own pricing page for current figures.
The platforms at a glance
| Platform | Best suited to | Management | Ecommerce |
|---|---|---|---|
| Shopify | Online stores of most sizes | Hosted, platform handles security and updates | Core strength |
| WordPress | Content-rich sites, blogs, custom needs | Self-hosted, you manage updates, plugins and security | Via plugins such as WooCommerce |
| Squarespace | Simple, design-led sites | Hosted, very easy to manage | Suitable for small catalogues |
| Wix | DIY sites for new businesses | Hosted, drag and drop editing | Suitable for small catalogues |
| Custom build | Tailored business sites and unique functionality | Managed by your developer or agency | Built as required, or paired with Shopify |
Flexibility, SEO and scalability
| Platform | Flexibility | SEO capability | Scalability |
|---|---|---|---|
| Shopify | High within commerce, themes and apps | Solid foundations, some URL structure is fixed | Strong for growing stores |
| WordPress | Very high with themes and plugins | Strong, especially with good setup | Good with quality hosting and care |
| Squarespace | Moderate, within templates | Covers the basics well | Best for smaller sites |
| Wix | Moderate, within the editor | Covers the basics well | Best for smaller sites |
| Custom build | Unlimited, built to requirements | As strong as it is built to be | As far as it is engineered |
Any platform can rank well if the content, structure and technical setup are right. The platform matters less than how it is used.
Shopify
Shopify is the default choice for most small and medium online stores. Checkout, payments, hosting and security are handled for you, and the app ecosystem covers most retail needs. It is less suited to sites where selling products is not the main purpose. Our Shopify website design service builds custom storefronts on it, and our Shopify vs custom ecommerce guide goes deeper.
WordPress
WordPress is extremely flexible and powers a large share of the web. That flexibility comes with responsibility: themes, plugins and core software need regular updates, and poorly maintained sites can become slow or insecure. It suits businesses that publish a lot of content and have reliable technical support.
Squarespace
Squarespace offers polished templates and very easy editing. It suits simple portfolio or service sites where the owner wants to manage everything themselves. Design and functionality are limited to what the platform provides.
Wix
Wix is a popular drag and drop builder that makes it easy to get online quickly. It works for new businesses and simple needs. As requirements grow, businesses sometimes find they want more control over structure, speed and design.
Custom builds
A custom website is designed and built specifically for your business, without template limits or plugin overhead. It can be faster, more distinctive and structured around how your customers buy. The trade-off is that you rely on your provider for changes, so choose one that includes ongoing care. This is how Launch North builds small business websites.
Ownership and portability
- Domain: always register it in your own name, whichever platform you use.
- Content: make sure you can export your text, images and product data.
- Hosted platforms: you own your content but operate within the platform's terms.
- Self-hosted and custom: check who controls the hosting account and code before you sign.
Maintenance: the hidden deciding factor
Hosted platforms handle most technical upkeep. Self-hosted WordPress needs regular updates and monitoring. Custom sites depend on your provider's care plan. Be honest about how much time you want to spend on your website, because that often decides the right platform more than features do.
How to choose
Self-audit
Five questions to settle it
- 1Is selling products online the main purpose of the website?
- 2Who will manage updates, security and changes after launch?
- 3How important is a distinctive design compared with a quick setup?
- 4Do you need integrations or functionality beyond standard features?
- 5How much content will you publish over the next two years?
Still weighing it up? Compare our website packages, browse real design examples, or start a website brief and we will recommend the right approach. For Brisbane businesses, see our website design services.