Most comparisons of these two are written by someone earning a commission. The genuine difference is not features — both sell products competently. It is who carries the operational burden, and what that is worth to you.
The comparison
| Criterion | Shopify | WooCommerce |
|---|---|---|
| Hosting and updates | Included | Yours to arrange |
| Monthly platform cost | Fixed subscription | None, but hosting is paid |
| Transaction fees | Yes, unless using Shopify Payments | None from the platform |
| Flexibility | Constrained by the platform | Effectively unlimited |
| Checkout customisation | Very limited | Full control |
| Maintenance burden | Minimal | Real and ongoing |
| Data ownership | On Shopify servers | Your server |
| Technical skill needed | Low | Moderate to high |
Total cost, honestly
WooCommerce is described as free. The software is. The store is not.
Realistic WooCommerce costs: capable hosting (shared hosting will not do for a real store), paid extensions for things Shopify includes as standard, and maintenance — whether you pay someone or spend your own hours.
Realistic Shopify costs: the plan, plus transaction fees if you use an external payment provider, plus app subscriptions, which accumulate faster than anyone expects.
For many stores the totals land closer than either camp admits. Choose on fit, not on the illusion that one is free.
Where Shopify is right
- you want to sell, not administer infrastructure
- nobody technical is available
- requirements are conventional
- you value a predictable monthly cost
- you want a well-tested checkout without maintaining it
Where WooCommerce is right
- you need checkout or pricing logic Shopify will not permit
- you already run WordPress and publish content heavily
- you want your customer data on your own server
- you have technical capacity, in-house or contracted
- unusual product types or business rules are involved
The German dimension
German e-commerce law requires VAT-inclusive pricing, clear shipping costs, correct withdrawal instructions, proper invoicing, and legal pages reachable from everywhere.
Neither platform handles this correctly out of the box for the German market. Both need configuration, and WooCommerce typically needs German-specific extensions. Budget for it either way rather than discovering it after launch.
Migration between them
Possible in both directions. The critical work is the URL redirect map — stores lose their organic visibility in migrations that skip it, not in the product import.
Which is better for SEO?
Neither, meaningfully. Both can rank. Implementation matters far more than platform.
Which is faster?
Shopify has a performance floor because the infrastructure is managed. WooCommerce has a higher ceiling and a much lower floor: excellent when built well, poor when not.
Can we start on Shopify and move later?
Yes, and it is a reasonable strategy. Migrating is real work, but starting fast and moving when you have revenue beats agonising over the choice for two months.