In conclusion, the reality of Shopify's reputation is that "while it is often highly regarded by businesses that genuinely want to grow their e-commerce sites, it may not be suitable for those who prioritize only free and easy solutions."
Shopify is an e-commerce platform with excellent design, scalability, and stability. It can support a wide range of businesses, including D2C brands, apparel, food, miscellaneous goods, cross-border e-commerce, and physical store integration.
On the other hand, because of its monthly and app fees, and the need for specialized knowledge for detailed customization, some users may find it "more expensive than expected" or "difficult to handle on their own."
This article will clarify what kind of businesses Shopify is suitable for and what to check before adopting it, by organizing both positive and negative reviews of Shopify.
What you will learn in this article
- Prerequisites for accurately judging Shopify's reputation
- Positive reviews and feedback for Shopify
- Negative reviews and disadvantages of Shopify
- Businesses that Shopify is suitable for and those it is not
- Tips to avoid failure when implementing Shopify
- When to consult with a production company
Shopify's reputation varies greatly depending on "who uses it"
When researching Shopify's reputation, it's important to consider "who is using it and for what purpose."
For example, for someone who wants to start an online store with minimal cost, Shopify's monthly and app fees might seem like a disadvantage.
On the other hand, for companies that want to express their brand's worldview, businesses that aim to expand their sales in the future, or brands that are looking to implement CRM or cross-border e-commerce, Shopify's scalability and stability can be a significant advantage.
In other words, Shopify's reputation is not absolute.
Even the same function can be seen as "convenient" or "difficult" depending on the user's business phase.
| User's Situation | Shopify's Evaluation |
|---|---|
| Wants to start small and for free | May perceive costs as high |
| Wants to seriously grow their e-commerce business | Scalability and stability are often attractive |
| Wants to build it easily themselves | May find detailed adjustments difficult |
| Wants to be particular about brand expression | Design flexibility is often a strength |
| Considering physical stores, cross-border, and CRM | Can be highly regarded as a long-term foundation |
When looking at Shopify's reputation, it's important not to judge solely by positive or negative reviews, but to check whether it aligns with your company's objectives.
Positive reviews and feedback for Shopify
The most common positive reviews for Shopify generally fall into these five categories:
- High design quality, easy to express brand's worldview
- Abundant apps, easy to add necessary functions
- Easy to continue using even as business scales
- Server management and security can be outsourced
- Easy to support cross-border e-commerce and physical store integration
Let's delve into each of these reviews.
High design quality, easy to express brand's worldview
One of the frequently cited positive reviews for Shopify is its high design quality.
The Shopify Theme Store offers over 800 free and paid themes. A key feature is the ease of selecting themes tailored to specific industries such as apparel, food, cosmetics, general goods, furniture, and jewelry.
Typical feedback includes comments such as:
| Typical Feedback | Reason |
|---|---|
| Design templates are stylish | Industry-specific, easy-to-use themes are available |
| Easy to create an e-commerce site that reflects the brand | Easy to adjust the presentation of images, videos, and product pages |
| Less likely to look cheap | Payment screens and product page experiences are well-designed |
| Easy to view on smartphones | Many themes support mobile display |
Especially for D2C brands, the appearance of the e-commerce site directly impacts the brand image.
If a user who learned about the brand on Instagram or TikTok visits the e-commerce site and finds its atmosphere cheap, they might abandon the purchase before completion.
Shopify is highly rated for its ability to easily create a sales funnel that maintains the brand's worldview, from product images, collection pages, product detail pages, to cart and payment processes.
However, simply installing a theme does not guarantee a successful e-commerce site.
It is crucial to balance the brand's worldview with the purchase flow. Even with a polished appearance, if products are hard to find, moving to the cart is difficult, or shipping/return information is missing, sales will likely not increase.
Abundant apps, easy to add necessary functions
One of Shopify's greatest strengths is its extensibility through apps.
You can add necessary functions for e-commerce operation later, such as review features, subscriptions, pre-orders, loyalty points, email marketing, inventory synchronization, shipping integration, upsells, and gift options.
The Shopify App Store has over 16,000 apps available.
Therefore, it's often possible to supplement necessary functions with apps without having to develop everything from scratch.
Typical feedback includes comments such as:
| Typical Feedback | Reason |
|---|---|
| Easy to add desired features | Apps can be installed from the Shopify App Store |
| Can scale with business growth | Start simple and add features as needed |
| Easy to integrate with external tools | Can be combined with CRM, advertising, shipping, inventory management, etc. |
| Many features can be implemented without code | Many apps can be used without development |
On the other hand, installing too many apps can lead to increased monthly fees, slower loading times, and a more complex admin interface.
While Shopify apps are convenient, it's important to decide whether they are "necessary for sales, operations, and customer experience" rather than just installing them because they are "available."
Easy to continue using even as business scales
Shopify is a platform that is easy to adapt from small-scale e-commerce sites to large-scale e-commerce.
It is highly rated for its ability to easily expand on the same foundation, even for brands that started with a small number of products, as product numbers or order volumes increase, or as they begin selling internationally.
| Typical Feedback | Reason |
|---|---|
| Easy to continue using even as sales grow | Plans and features can be expanded incrementally |
| Easy to manage even with more products | Product, collection, and inventory management features are well-structured |
| Easy to support multiple channel sales | Can combine with SNS, physical stores, external integrations, etc. |
| Can consider Shopify Plus in the future | Higher-tier plans are available for large-scale e-commerce |
E-commerce sites face more challenges after growth than during launch.
For example, challenges like these:
- Product management becomes complex as the number of products increases
- Access concentrates during new product launches
- Inventory management and shipping integration become complicated
- CRM measures using LINE and email become necessary
- Starting to consider international sales and B2B sales
Shopify is highly regarded as a "long-term e-commerce foundation" because it can easily address these challenges that arise after growth.
At SOLSTAR, we have also been involved in the re-construction and long-term operation support of Shopify Plus sites with annual sales exceeding 6 billion yen, as well as large-scale e-commerce development support with development costs exceeding 1 billion yen.
From this experience, it is crucial to choose an e-commerce site not only based on "whether it can be built now" but also on "whether it can withstand sales and operational growth later."
Server management and security can be outsourced
Shopify is a cloud-based e-commerce platform.
Therefore, there is no need for companies to contract their own servers or manage security updates.
Furthermore, stores using Shopify are PCI compliant, ensuring a secure foundation for handling payment information and business data.
Typical feedback includes comments such as:
| Typical Feedback | Reason |
|---|---|
| No need to worry about server management | Infrastructure is managed by Shopify |
| Easy to feel secure about security | Payment and security infrastructure is well-established |
| Easy to focus on operations during sales | Can concentrate on sales strategies rather than infrastructure management |
| Low burden of system updates | Can reduce the scope of self-maintenance |
E-commerce sites can experience a surge in access during sales or new product launches.
If the server becomes unstable at such times, it can not only lead to missed purchase opportunities but also affect brand trust.
By outsourcing the server and payment infrastructure to the platform, Shopify allows businesses to focus on product planning, customer acquisition, CRM, inventory management, and customer support.
Especially for brands without in-house engineers, reducing the burden of infrastructure management is a significant advantage.
Easy to support cross-border e-commerce and physical store integration
Shopify is also suitable for e-commerce sites that envision international sales and integration with physical stores.
It features ease of combining functions necessary for cross-border e-commerce, such as multilingual and multi-currency support, international shipping, payment processing, tax settings, and market-specific sales design.
Additionally, by utilizing Shopify POS, it becomes easier to link inventory and customer information between physical stores and the e-commerce site.
| What you want to achieve | What Shopify can easily support |
|---|---|
| International sales | Design for multiple languages, currencies, international shipping, etc. |
| Physical store integration | POS integration, centralized management of inventory and customer information |
| CRM strategies | Leveraging email, LINE, and customer segments |
| Multiple channel sales | Integration of SNS, physical stores, and e-commerce |
| B2B sales | Design for corporate sales and member-specific displays |
Cross-border e-commerce and physical store integration are not successful simply by adding features.
It is necessary to design everything from sales countries, shipping conditions, inventory management, return handling, customer support, to accounting processes.
Shopify is a platform that makes it easy to build this foundation, which is a point highly valued by growing brands.
Negative reviews and disadvantages of Shopify
While Shopify receives many positive reviews, it also has some negative ones and disadvantages.
The four most common points are:
- Monthly and app fees are incurred
- Detailed customization requires specialized knowledge
- Installing too many apps makes management complex
- Adjustments may be necessary to conform to unique Japanese business practices
Here, we will explain the background and countermeasures for each point.
Monthly and app fees are incurred
A common negative review about Shopify concerns its costs.
Compared to free plans like BASE and STORES, Shopify incurs monthly fees. Additionally, if paid themes or apps are adopted, extra charges will apply.
| Typical Negative Feedback | Reason |
|---|---|
| Monthly costs are higher than expected | Monthly fees, app fees, and theme fees may apply |
| Fixed costs increase with each app added | Convenient features often come as paid apps |
| Concerned about external payment fees | Cost structure varies by payment method and plan |
| Feels expensive compared to free services | It is a platform intended for serious operation |
Shopify's costs should not be judged simply as "expensive or cheap," but rather by what you expect from your e-commerce site.
For example, if you are just selling a few items as a hobby or side business, a service with a free plan might be more suitable.
However, if you want to grow your brand's sales, increase repeat purchases, integrate with physical stores or social media, or consider cross-border e-commerce in the future, Shopify's costs can be seen as an "investment in business infrastructure" rather than a "fixed cost."
The important thing is not to judge by monthly fees alone.
It is crucial to compare the total costs, as shown below:
| Costs to check | Details |
|---|---|
| Monthly plan fees | Shopify's basic usage fees |
| Transaction fees | Fees incurred per payment method |
| App fees | For reviews, CRM, shipping, pre-orders, etc. |
| Theme fees | Costs for using paid themes |
| Production/development costs | Design, build, and customization costs |
| Operation improvement costs | Post-launch modifications, analysis, and strategy execution costs |
Before implementing Shopify, it's crucial to clarify not only the "initial costs" but also the "monthly costs after operation."
Detailed customization requires specialized knowledge
Shopify is a platform with a wide range of no-code editing capabilities.
However, to achieve unique brand designs or specialized functions, knowledge of HTML, CSS, JavaScript, and Liquid may be required.
| Typical Negative Feedback | Reason |
|---|---|
| Thought it would be easy to create, but detailed adjustments are difficult | Some areas cannot be handled by theme editing alone |
| Customizing the design freely requires code | Requires understanding of Liquid and CSS |
| Unable to implement desired features | Some requirements cannot be fully met by apps |
| Cannot fix issues internally, work stops | Requires technical judgment |
Shopify has the aspect of "anyone can easily create an e-commerce site," but that is different from "being able to freely design a successful brand e-commerce site."
For example, the following requests may require specialized design:
- Want to create unique brand product pages
- Want to finely adjust the display of collection pages
- Want to include diagnostic content and recommendation pathways
- Want to integrate with LINE and email strategies
- Want to change display content based on member rank
- Want to add features without slowing down page speed
In such cases, attempting to handle it internally without specialized knowledge can lead to display issues, slower performance, or an unmanageable configuration.
What's important for Shopify customization is not just changing the appearance.
It's crucial to design with product management, ease of updates, display speed, SEO, app integration, and future modifications in mind.
Installing too many apps makes management complex
While Shopify's abundance of apps makes it easy to add necessary functions, installing too many apps can complicate operations.
| Common Challenges | Likely Problems |
|---|---|
| Installing too many apps | Increased monthly fees |
| Duplicate apps with the same function | Admin interface becomes complex |
| Overuse of display-related apps | May affect page speed |
| Apps interfering with each other | Causes display issues and malfunctions |
| Becomes difficult to cancel/migrate | Data management becomes cumbersome |
Shopify apps are convenient, but trying to solve all problems with apps is not recommended.
It's necessary to differentiate between what should be solved with apps, what should be implemented on the theme side, and what should be resolved through operational design.
In particular, reviews, loyalty points, subscriptions, shipping, CRM, and inventory integration significantly impact post-implementation operations.
Before implementing, it's crucial to confirm "why that app is needed," "whether it duplicates other apps," and "whether it can sustain future operations."
Adjustments may be necessary to conform to unique Japanese business practices
Shopify is a platform used worldwide.
Therefore, while strong in global e-commerce operations, it may require settings, apps, or customizations to conform to unique Japanese business practices.
For example, the following items:
- Specified delivery date and time
- "Nosho" (traditional Japanese gift wrap/ribbon), gift wrapping options
- Payment methods like cash on delivery, bank transfer
- Detailed display control for members
- Japanese language order email templates
- Receipt, delivery note, invoice support
- Detailed condition settings for subscriptions and pre-orders
This does not mean these cannot be handled by Shopify.
However, sometimes standard features are sufficient, while other times apps or customization may be required.
Especially in food, gifts, apparel, physical store integration, and B2B sales, design tailored to unique Japanese operations is crucial.
When implementing Shopify, check not only "what features are standard" but also "whether it can be operated smoothly according to your company's sales methods."
Businesses that are suitable for Shopify based on reviews
Shopify is not optimal for all businesses.
It is particularly well-suited for the following brands and companies:
| Suitable Companies | Reason |
|---|---|
| Those who want to seriously grow their D2C brand | Easy to balance brand expression and sales channels |
| Those who want to boost e-commerce sales via social media | Easy to combine with Instagram, TikTok, and LINE strategies |
| Those looking to move beyond BASE or STORES | Easy to enhance design, CRM, and scalability |
| Those with increasing product numbers or order volumes | Easy to organize product management, inventory management, and operational design |
| Those considering cross-border e-commerce | Easy to support multiple languages, currencies, and international sales |
| Those who want to link physical stores with e-commerce | Easy to design POS and customer management integration |
| Those who envision Shopify Plus in the future | Easy to scale on the same foundation even after growth |
It is particularly suitable for D2C brands whose monthly sales have grown, and for businesses using BASE or STORES that have started to experience challenges with design, CRM, analytics, or inventory management.
Shopify is not just a tool for listing and selling products.
It is ideal for companies that want to build an e-commerce foundation that expresses their brand's worldview, while also considering the purchase funnel, customer management, repeat purchase strategies, integration with physical stores, and cross-border e-commerce.
Companies for which Shopify may not be suitable, based on reviews
On the other hand, there are cases where Shopify may not be the best fit.
| Companies that may not be suitable | Reason |
|---|---|
| Want to start completely free | Monthly fees and app fees apply |
| Few products, want to sell as a hobby | Shopify's features can be overkill |
| Don't care about design or features | A simpler service may be sufficient |
| No intention to invest in e-commerce | Building, operating, and improving require a certain cost |
| Want to quickly create many unique features on a low budget | Development costs can be high depending on requirements |
Shopify is a foundation for nurturing your e-commerce business long-term.
Therefore, if you "just want to try it for free," "only need to sell a few items," or "don't plan to spend money on operational improvements," another service might be a better fit.
However, if your business is small now but you want to grow it into a brand in the future, it's worth considering Shopify early on.
The important thing is to consider not only your current scale but also what kind of e-commerce site you want to have in one year and three years.
How to avoid negative Shopify reviews
Many negative reviews of Shopify stem not from Shopify itself being bad, but from "insufficient planning before implementation" or a "mismatch with objectives."
To avoid pitfalls, keep the following points in mind:
Clarify your objectives before implementing Shopify
Before implementing Shopify, you need to first clarify your objectives.
For example, objectives such as:
- I want to express my brand's worldview
- I want to improve CVR
- I want to increase repeat purchases
- I want to connect customer information between physical stores and e-commerce
- I want to support cross-border e-commerce
- I want to streamline product registration and update tasks
- I want to migrate from BASE or STORES
If you implement Shopify with vague objectives, you might not be able to organize the necessary features, leading to too many apps or a site that is difficult to manage.
It's important to decide "what you want to improve with Shopify" rather than making "using Shopify itself" the objective.
Distinguish between necessary and unnecessary functions
Shopify is highly extensible, allowing you to add various functions.
However, it's not necessary to implement all functions from the start.
When implementing, categorizing by priority, as shown below, can help organize things:
| Priority | Example functions |
|---|---|
| Essential | Product registration, payment, shipping, inventory management, basic pages |
| Soon to be essential | Reviews, email/LINE integration, analytics, SEO settings |
| Consider after growth | Membership ranks, points, cross-border e-commerce, B2B sales |
| To be confirmed | Unique diagnostics, complex pre-orders, external system integration |
Particular care must be taken when selecting apps.
Installing multiple apps with similar functions not only increases costs and management efforts but also affects display speed and maintainability.
Consider design and purchase flow together
While Shopify makes it easy to create visually appealing e-commerce sites, focusing solely on aesthetics can make it harder to drive sales.
It's important to consider design and the purchase flow together.
Key points to check include:
- Does the first view convey what the brand is about?
- Can users navigate from the product list to product details without getting lost?
- Are price, size, shipping, and return information easy to find?
- Is the "add to cart" button clear?
- Is it easy to complete a purchase on a smartphone?
- Are flows for restocks, pre-orders, and gift options well-organized?
It is crucial to reduce confusion during the purchase process while expressing the brand's identity.
Look ahead to operational improvements after launch
An e-commerce site isn't finished once it's launched.
On the contrary, it's crucial to continuously improve it by analyzing data after launch.
Key metrics to monitor include:
| Metric | Key points to observe |
|---|---|
| CVR | Are visitors making purchases? |
| Cart abandonment rate | Are users abandoning carts after adding items? |
| Repeat rate | Are existing customers making repeat purchases? |
| Average order value | Are bundle purchases or upselling effective? |
| Product page exit rate | Are concerns addressed on the product details page? |
| Sales via email/LINE | Are CRM initiatives driving sales? |
Shopify's strength lies in its ease of improvement even after construction.
However, for effective improvement, it's essential to have data readily available from the start.
Integrate GA4, Search Console, Shopify's analytics features, and email/LINE tools, and establish a system for post-launch improvements.
Cases where it is better to consult a production company strong in building e-commerce sites using Shopify
You can build a Shopify site yourself.
However, in the following cases, it's smoother to consult a production company knowledgeable about Shopify:
- You want to migrate from BASE or STORES
- You want to integrate with physical stores or external systems
- You want to avoid mistakes in app selection
- You don't have engineers or dedicated e-commerce staff in-house
The benefit of consulting a production company isn't just about getting a site built.
What's important is their ability to consistently consider requirements definition, design, development, and operational improvement.
Especially with Shopify, the ease of operation varies greatly depending on the initial design.
Organizing product management, collection design, metafields, templates, app configuration, CRM integration, and SEO settings makes post-launch improvements easier.
SOLSTAR supports e-commerce site construction, migration, and operational improvement
SOLSTAR Inc. provides support for building, migrating, and operating e-commerce sites using Shopify.
To date, we have been involved in the reconstruction and long-term operational support of Shopify Plus sites with annual sales exceeding 6 billion JPY, as well as large-scale e-commerce development projects with development costs over 1 billion JPY.
Furthermore, we hold Shopify Academy certifications for development, operation, and B2B sales strategies.
SOLSTAR doesn't just build e-commerce sites; we also provide support tailored to your brand's growth phase, including:
- Migration from BASE, STORES, and other carts
- Product page, collection page, and user flow design
- App selection and theme customization
- Post-launch improvements, feature additions, and operational support
If, while researching Shopify reviews, you're thinking, "I can't tell if it's right for my company," "I don't know what the costs will be," or "I'm unsure how much we can handle in-house," consulting us early can help prevent unnecessary costs and rework.
Frequently Asked Questions
Q. Are Shopify reviews really good?
Shopify reviews tend to be highly positive from businesses seriously looking to operate an e-commerce site.
It is praised for its design flexibility, scalability, stability, wide range of apps, and capability for cross-border e-commerce.
However, for those who want to start completely free or who want to handle detailed customization themselves, the costs and complexity can be perceived as drawbacks.
Q. What are the most common negative reviews for Shopify?
The most common negative reviews for Shopify relate to cost and customization.
Specifically, there are comments such as "monthly fees and app fees are incurred," "code knowledge is required for detailed design adjustments," and "managing becomes complex if too many apps are installed."
However, these issues can often be avoided by thoroughly planning requirements and budgeting beforehand.
Q. Is Shopify easy for beginners to use?
Basic product registration, page editing, and order management are easy for beginners to handle.
However, if you want a unique brand design or to add special functions, specialized knowledge may be required.
It is recommended to start with standard functions and consult a production company or Shopify partner as needed.
Q. How is Shopify different from BASE and STORES?
BASE and STORES are services that make it easy to start an online store.
Shopify, on the other hand, is characterized by its ability to plan for future e-commerce operations, including brand expression, feature expansion, CRM, cross-border e-commerce, and integration with physical stores.
BASE or STORES are often suitable for those who want to start small, while Shopify is often better for those who want to seriously grow their e-commerce business.
Q. When is the right time to consult a production company specializing in Shopify?
It is recommended to consult a production company when you want to migrate from BASE or STORES, when your sales are growing and operations are becoming complex, when you want a unique brand design, or when you want to strengthen CRM and LINE initiatives.
Especially if your product range or SKUs have increased, if you are considering cross-border e-commerce or physical store integration, or if it is difficult to design and operate Shopify in-house, consulting early can help prevent unnecessary app installations and design rework.
Summary
Overall, Shopify's reputation is that of a "highly reliable and scalable platform for businesses serious about growing their e-commerce site."
Positive reviews highlight its excellent design capabilities, extensive app ecosystem, scalability, stability, and support for cross-border e-commerce and physical store integration.
However, negative reviews often mention monthly fees, app costs, customization difficulty, and the complexity of app management.
Nevertheless, many of these issues are not inherent flaws of Shopify itself but rather arise from insufficient planning before implementation or a mismatch with objectives.
When considering Shopify, confirm the following points:
- What features are necessary and what are not
- What improvements will be made after launch
- Shopify is not just a service for creating an online store.
It is an e-commerce foundation for conveying brand appeal, driving purchases, and nurturing customer relationships.
It is important to assess whether it aligns with your business phase and future growth before deciding to implement it.
If you are considering building, migrating, or improving your e-commerce site with Shopify, please feel free to contact SOLSTAR Inc.
