E-commerce Platform Comparison｜Top 4 Free Platforms to Start With and How to Choose [2026 Edition]

When you start researching how to open an online store, the sheer number of services can be overwhelming, leading to the question, "Which one is actually good?" and causing you to stop in your tracks. Some services can be started for 0 yen per month, while others exceed 10,000 yen per month, and frankly, just looking at the pricing structures makes it difficult to understand. This article organizes four commonly used Japanese services—Shopify, BASE, STORES, and MakeShop—into two categories: "free-to-start" and "full-scale paid," comparing their fees, commissions, and suitable businesses in a comparison table. By the time you finish reading, you'll find it easier to choose the service that best suits your current needs.

1. Online Stores: Consider Them in Two Categories: "Small Start" and "Full-Scale Operation"

There are many online store creation services. However, the trick to avoiding confusion when choosing is to first divide them into two broad categories.

One is "small start," which allows you to start easily with low fixed costs. The other is "full-scale operation," where you pay a monthly fee and prioritize features and scalability. In this article, we will feature BASE and STORES as representatives of "small start," and Shopify and MakeShop as representatives of "full-scale operation."

To put it simply, if you are an individual or doing side business and want to try things out on a small scale, "small start" is suitable. If you want to grow your brand and increase sales, or if you are considering cross-border e-commerce, "full-scale operation" is more appropriate.

It's not about which is superior. The right choice is the one that matches your current scale and goals.

First, decide whether to "pay fixed costs" or "pay commissions when sold"

The difference in fees among the four companies ultimately boils down to how they are designed in terms of "when you pay."

Services like BASE and STORES, which make it easy to keep fixed costs low, have almost no monthly fees, but the commissions deducted when a product sells are set higher. Conversely, services like Shopify and MakeShop, which incur monthly fees, have fixed costs, but they typically allow for lower per-transaction fees.

BASE and STORES: Low fixed costs, high commissions when sold. If you don't sell, there's almost no expense. However, as sales increase, the commission burden gradually becomes significant.

Shopify and MakeShop: While there is a monthly fee, these services typically allow for lower per-transaction fees. As sales grow, the total cost tends to become more affordable.

In other words, while monthly sales are small, services that allow for low fixed costs are advantageous. However, once a certain monthly sales threshold is crossed, a "reversal" occurs where monthly subscription services become more affordable in total. If you choose a service based solely on low monthly fees without considering this tipping point, you might find the commission burden surprisingly large later on.

The four companies compared in this article and the reasons for their selection

There are many more online store platforms available, but here we have narrowed it down to four companies for the following reasons. All of them have extensive usage in Japan and have clearly defined strengths, making it easier to grasp the overall picture of major options by understanding these four.

• BASE: A service that makes it easy to start today without fixed costs. Suitable for those who want to try selling on a small scale.
• STORES: A service that easily integrates with physical store POS systems and reservation functions, in addition to online stores. Suitable for those who want to manage both online and physical stores.
• Shopify: An e-commerce platform used globally. Highly scalable, suitable for operations that anticipate cross-border e-commerce and brand building.
• MakeShop: A monthly subscription service with extensive features and support for domestic businesses. Suitable for those who want to operate a solid online store in the Japanese market.
  

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2. 【Comparison Table】Comparing 4 Recommended Online Store Services by Fees and Features

First, let's get an overview. The table below presents the main plans of the four companies side-by-side. Fees fluctuate, so this information is compiled based on each company's official information as of June 2026. Before signing a contract, please be sure to check the latest prices on each company's official website. Prices are listed including tax unless otherwise specified.

In addition to the free standard plan, BASE offers a paid "Growth Plan" that reduces payment processing fees. The Growth Plan costs ¥19,980 (tax included) per month for monthly payments, or ¥16,580 (tax included) per month for annual payments, with a payment processing fee of 2.9%.

STORES also has a Standard Plan, which costs ¥3,960 (tax included) per month for monthly payments, or ¥3,300 (tax included) per month for annual payments. The payment processing fee for online stores drops to 3.6%~.

Thus, even services like BASE and STORES that allow you to start with low fixed costs offer mechanisms to optimize fees by switching to a paid plan as sales grow.

How to read the table | 3 points you'll regret overlooking

Comparison tables are useful, but judging solely by monthly figures can lead to miscalculations of actual costs. Please also check the following three points:

• Even if the monthly fee is ¥0, it doesn't mean the total cost is always low: Even if there are no monthly fees, payment processing fees and sales commissions can make the per-transaction burden high. For certain monthly sales figures, the total cost might be lower with a service that has a monthly fee. A comprehensive explanation of total e-commerce site building costs can be found in our total e-commerce site building cost article.
• Feature differences gradually take effect as you grow: While you might not notice the difference when you first start, app integrations, inventory management, multi-currency support, and analytics features become crucial as sales grow. These are areas where you'll later feel "glad we had it" or "it wasn't enough."
• Always check the minimum contract period and custom domain conditions: Whether there's a binding early termination clause, and whether custom domains can be used or if there are plan-specific restrictions, are items that can lead to regret. Be sure to check before signing a contract.
  

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3. For Those Who Want to Start with Low Fixed Costs: Comparing BASE and STORES

For those who want to "try it out without spending money first," services like BASE and STORES, which allow you to start with low fixed costs, are practical options. The risk of holding inventory is small, and if you don't sell, there are almost no expenses. Here, we will compare BASE and STORES based on their respective strengths, rather than viewing them as inferior simply because they are cheap.

BASE｜For individuals and side businesses who want to start today with zero fixed costs

BASE's strength lies in its ease of use, allowing you to start without any initial or monthly fees (Standard Plan). Fees are essentially incurred only as commissions when products are sold, making it ideal for test sales or shops that primarily use social media for customer acquisition. The admin interface is intuitive, making it easy for first-time online shop creators to get started.

However, it's important to be aware of the fees. The Standard Plan incurs a payment processing fee of 3.6% + ¥40 per transaction, plus a service usage fee of 3.0%. Therefore, the burden of fees increases as sales grow.

Once monthly sales increase, you might want to consider switching to the Growth Plan, which offers lower payment processing fees. The Growth Plan costs ¥19,980 (tax included) per month for monthly payments, or ¥16,580 (tax included) per month for annual payments, with a payment processing fee of 2.9%. If sales grow significantly further, transitioning to a monthly subscription service like Shopify or MakeShop could also be an option.

Cases where BASE is suitable

• Low inventory, want to test market demand first
• Want to sell a small number of products mainly through social media (e.g., Instagram)
• Individuals or side businesses who want to start with absolutely no fixed costs

STORES｜For physical store/POS integration and simple operations

STORES also offers a free plan with no monthly fees. While the payment processing fee for the free plan starts at 5.5%~, it drops to 3.6%~ with the Standard Plan. The Standard Plan is available from ¥3,300 (tax included) per month, so for those with a certain level of monthly sales, it might be possible to keep total costs lower than with the free plan.

STORES's unique characteristic is that it doesn't operate solely as an online store. It easily combines services like cashless payments, POS registers, and reservation systems under the same brand, making it suitable for businesses that want to manage both physical and online stores together.

Its design templates are also simple and well-organized, making it easy to create an online store without getting lost.

Cases where STORES is suitable

• Have a physical store and want to add online sales
• Want to link with reservations or registers and manage everything together
• Want to quickly create a simple, attractive store

BASE vs STORES: Which one to choose?

While both are in similar positions, the decision axis is simple. It's easier to choose by considering which of the following applies to you:

• For BASE: You absolutely want to start without fixed costs / You want to do small-lot test sales / You want to primarily attract customers through social media.
• For STORES: You want to integrate with physical stores, POS, or reservation services / You want to quickly create a simple design / Your monthly sales are becoming clear, and you want to reduce fees with a Standard Plan.

Regardless of which you choose, you can always transition to a monthly subscription service like Shopify or MakeShop later. If you can't decide on the first service, it's fine to choose the one that's closer to your current situation and just start selling.

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4. For Those Who Want to Sell Seriously: Comparing Shopify and MakeShop

When you reach the stage where you're serious about increasing sales, want to build a brand, or sell internationally, it's time to consider monthly subscription services like Shopify and MakeShop.

While there's a fixed monthly fee, these services offer higher functionality and scalability, and they tend to keep per-transaction fees low. As sales volume grows, these services can sometimes lead to lower overall costs.

Here, we will compare Shopify and MakeShop based on their functional requirements and the types of businesses they are suitable for.

Shopify｜Choose for cross-border EC, brand building, SEO, and scalability

Shopify is an e-commerce platform used worldwide. Its strengths lie in its scalability and flexibility. It allows you to add features by combining themes (design foundations) and apps, making it suitable for operations that start small and grow with the business.

The ease of considering cross-border e-commerce is also a major feature of Shopify. It facilitates multi-language and multi-currency support, as well as the setup of country/region-specific sales, making it a strong candidate for businesses looking to sell internationally.

The Basic plan costs ¥4,850 (tax included, monthly payment), or ¥3,650 (tax included) per month with annual payment. Payment processing fees start from 3.55% for domestic cards, and no additional transaction fees are incurred when using Shopify Payments with external payment services.

In terms of SEO, it's easy to organize page structure, URLs, and meta information, and depending on the theme and implementation, it's also straightforward to set up structured data. It's a good fit for businesses that want to grow organic search traffic over the long term.

SOLSTAR primarily supports Shopify because its scalability, cross-border capabilities, and flexible SEO design form a strong foundation for long-term brand growth. For details on its reputation, refer to Shopify Reviews and Expert Analysis.

Cases where Shopify is suitable

• Want to create a unique brand world for your own brand
• Considering overseas/cross-border sales
• Want to expand operations with SEO and app integrations

MakeShop｜Choose for domestic operation, phone support, and 0% sales commission

MakeShop is an e-commerce cart with extensive features and support tailored for domestic businesses. A major characteristic is that sales commissions are not charged if you pay the monthly fee. Sales commissions do not increase even as sales grow, making it easier to forecast costs as monthly sales increase. Credit card payment fees also start from 3.19%, which is a relatively low rate.

The basic pricing for the Premium plan is an initial cost of ¥11,000 (tax included) and a monthly fee of ¥13,750 (tax included). An additional ¥1,650 (tax included) per month is charged if you use credit card payments. Therefore, fixed costs are higher compared to Shopify Basic (¥4,850 per month).

However, the 0% sales commission becomes effective, making it a type of service where domestic businesses with stable high monthly sales tend to see benefits in terms of total cost. Note that monthly fees are discounted for long-term contracts. For example, a 24-month contract offers a 15% discount, equivalent to ¥11,688 (tax included) per month. However, long-term contract fees are paid in a lump sum, so be sure to check the terms before signing.

The large number of features and the availability of Japanese support via phone, email, and chat are also reassuring for businesses that want to operate steadily in Japan. On the other hand, if you only want to try it for a short period, the monthly fee and contract terms might be a burden. Fees and terms can be revised, so please check the official website for the latest information.

Cases where MakeShop is suitable

• Primarily domestic focus, prioritizing a 0% sales commission fee structure
• Seeking extensive support including phone assistance
• Want to utilize numerous features to customize for the domestic market

For those undecided between Shopify and MakeShop

When considering monthly subscription services, Shopify and MakeShop are often the top contenders.

Roughly speaking, if you prioritize cross-border e-commerce, brand building, and scalability, Shopify is the choice. If you prioritize domestic operations, 0% sales commission, and phone support, MakeShop is the way to go.

This article is a general comparison of the four companies, so a more in-depth one-on-one comparison of these two is covered in a separate article. If you want to delve into the crossover point of fees, feature differences, and points to note when migrating, reading the Thorough Comparison of MakeShop and Shopify will help you make a more informed decision.

5. Quick Reference Guide: Recommended Services by Purpose and Scale

Based on the information so far, let's narrow down the service that suits your situation. Check the items that are most relevant to you.

Side business, individual, first-timer → Start with services that keep fixed costs low

If you're unsure if your products will sell and have limited inventory, BASE or STORES, which allow you to start with no fixed costs, are viable options. The advantage is that if you don't sell, there are almost no expenses, making it easy to test the waters and then consider your next step.

If you're uncertain about how to get started, How to Start Shopify (All Steps for Beginners) can also help you understand the overall process of launching an online store.

Narrow down the options to one that matches your situation based on the content so far. Read from the point that applies to you.

Monthly sales are growing, want to build a brand → Switch to a monthly subscription service

If you start to worry about commission costs or feel that the design and features are lacking, it's time to consider a monthly subscription service like Shopify or MakeShop.

While fixed costs will increase, per-transaction fees can be kept lower, and you gain more flexibility in design and features. For stable and growing monthly sales, a service with a monthly fee that lowers transaction costs can sometimes be more cost-effective overall.

However, at what monthly sales figure a service becomes the most affordable depends on the payment processing rate, number of transactions, average order value, and payment methods used. For a specific breakdown of which plan is cheapest at which monthly sales volume, refer to the "Shopify Pricing Plan Quick Reference by Monthly Sales" article, which organizes this information by break-even point: Shopify Pricing Plan Quick Reference by Monthly Sales.

Want to sell cross-border/internationally → Shopify

If you want to sell internationally, Shopify is the primary candidate. It offers standard multi-language and multi-currency support and has a proven track record worldwide. Since it's designed with currency and language switching in mind, you can build it with cross-border sales in view from the start.

Domestic focus, prioritize phone support → MakeShop

If your sales are primarily domestic and you want phone support when you encounter problems, and you prioritize a 0% sales commission fee structure, MakeShop is a good fit for your business. This is because it offers extensive features tailored for the domestic market.

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6. Checkpoints to Avoid Failure When Choosing an Online Store Service

Here are practical tips that are not always evident in comparison tables but are effective in real-world situations. Paying attention to these will help reduce the feeling of "this isn't what I expected" later on.

The trap of "free" and true costs

While ¥0 per month is attractive, it doesn't mean zero cost. In addition to variable costs like payment processing fees and sales commissions, free plans might have limitations on features and design. Therefore, once a certain monthly sales threshold is exceeded, the total cost might become higher than with a service that has a monthly fee.

The important thing is not to judge solely by the monthly fee. Estimate the total monthly cost, including commissions, based on your expected monthly sales to make a more realistic decision.

It's okay to choose with the intention of switching later

You don't need to aim for perfection with your first choice. It's a realistic approach to start small with BASE or STORES and then move to a monthly subscription service like Shopify as your sales grow.

However, when migrating, the key issue is how to transfer product data, customer information, and past sales data. If you are aware from an early stage that you "might migrate in the future" and operate by organizing product and customer data, the transition will be smoother when the time comes.

Self-managed or outsource to a professional?

BASE and STORES are services that you can easily set up yourself. On the other hand, creating a brand's world and unique features with Shopify or MakeShop requires a considerable amount of skill and time for design and setup.

If you're busy with your main business, lack confidence in design and setup, or want to establish your brand's presentation from the outset, outsourcing the development to an external provider is a viable option.

SOLSTAR supports the design, construction, and operation of e-commerce sites using Shopify. Even if you're unsure whether to build it yourself or outsource, you can take advantage of our free consultation and quotation. If you want to start small and scale up as your business grows, please feel free to contact us.

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7. Frequently Asked Questions (FAQ)

Can I create an online store completely for free?

Yes. With the free plans of BASE and STORES, you can open an online store without any initial or monthly fees. However, when products are sold, variable costs such as payment processing fees will apply. Understanding that it's "free to open, but fees apply when sold" will prevent surprises later on.

Can an individual open a business?

Yes, you can. All four companies compared in this article can be used by individuals. BASE and STORES, in particular, are user-friendly for individuals and side businesses looking to start an online store.

Can I switch services midway?

Yes, you can. It's a common option to start small with BASE or STORES and then migrate to a monthly subscription service like Shopify or MakeShop as sales grow. However, transferring product data and customer information can be time-consuming. To ensure a smooth transition in the future, it's advisable to operate by organizing product and customer data with potential migration in mind.

How do I attract customers?

Simply creating a shop does not automatically bring customers. You need to combine strategies such as social media, search engine optimization (SEO), and advertising to create traffic channels.

If you prioritize attracting customers through search, services like Shopify, which make it easy to organize page structure and meta information, are good candidates. However, regardless of the service you use, it's essential to diligently refine product page content, category design, article content, and social media integration.

Which one is the best recommendation after all?

There isn't one service that is "best for everyone." If you're an individual or doing a side business and want to try things out on a small scale, BASE or STORES are good options. If you want to grow your brand, operate on a full scale, and even consider cross-border e-commerce, Shopify or MakeShop are potential candidates.

If you're undecided, it's recommended not to aim for perfection from the start. Instead, begin small and reassess the service as your sales and operational structure evolve. This approach will make it easier to move forward no matter where you begin.

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8. Summary: If You're Undecided, "Start Small, Go Big When You Grow"

When choosing an online store, don't get overwhelmed by the number of services. It's easier to organize your thoughts by considering whether to "start with low fixed costs or operate on a full scale with a monthly fee." The conclusions for different types of readers are as follows:

• Individuals/side businesses who want to try it out first: BASE, which makes it easy to start without fixed costs, or STORES, which also integrates well with physical stores.
• Want to grow a brand and operate on a full scale, including cross-border e-commerce: Shopify, strong in scalability, SEO design, and cross-border capabilities.
• Primarily domestic operation, prioritizing 0% sales commission and phone support: MakeShop.

The important thing is not to aim for perfection with your first choice. Start small, and review your service as your sales and operational structure evolve. If you choose with this approach in mind, it will be easier to move to the next stage no matter where you start.

If you're unsure "whether to build it yourself or outsource it to a professional" or "how to migrate from BASE or STORES to Shopify," please use SOLSTAR's free consultation. Based on our support for the design, construction, and operation of e-commerce sites using Shopify, we will help you organize the approach that matches your current scale and goals.