Choosing an e-commerce platform isn’t just a tech decision — it’s a business decision.
And yet, so many merchants pick a platform based on whatever’s cheapest, fastest to launch, or getting the most buzz at the moment. Then a few months later, they’re stuck with limitations, high app costs, or a site that can’t keep up with their growth.
I’ve worked with hundreds of store owners across a lot of different platforms, and I can tell you this: the right platform depends on your products, your goals, and the kind of store you want to run — not what’s trending.
In this post, I’ll walk you through the most important things to look for when choosing an e-commerce platform. And if you’re feeling overwhelmed or just want someone to help you sort it out, I offer a free platform evaluation that gives you a clear recommendation based on your unique business.
Don’t Just Think About Launch Day
It’s easy to pick the platform that looks simplest right now — especially if you’re trying to launch fast. But you need to think beyond launch.
What happens when you add more products?
What happens when your traffic increases?
What if you want to sell B2B later… or run multiple storefronts?
Some platforms are great for getting started but become frustrating (and expensive) once your store starts growing. So make sure you’re choosing something that fits your goals, not just your current workload.
What to Look For in an E-Commerce Platform
Here are the areas I always recommend evaluating when helping a merchant choose a platform:
Built-In Features vs. Add-Ons
Some platforms include advanced features right out of the box. Others give you the basics and expect you to fill in the gaps with paid apps.
- Are you okay managing (and paying for) lots of third-party tools?
- Or would you rather have core functionality built-in from day one?
Flexibility & Customization
- Can you modify the checkout?
- Customize product filters?
- Run wholesale and retail under the same roof?
If you need more than a “standard” store setup, make sure your platform won’t box you in.
Scalability
What happens if you double your traffic? Triple your SKUs? Want to sell internationally?
Choose a platform that can scale with you — so you’re not stuck rebuilding from scratch later.
SEO & Marketing Capabilities
Can you manage your site structure, meta tags, and blog content easily?
Platforms that require apps or developers just to update SEO basics tend to hold you back over time.
Payment & Checkout Flexibility
- Are you forced to use a specific payment gateway?
- Are there transaction fees for using third-party processors?
That stuff adds up — especially as your sales grow.
Support and Community
This one’s underrated. When something goes wrong, can you get help fast?
Look for platforms with responsive support, helpful documentation, and a solid network of partners.
Common Traps to Avoid
Here are the things I see trip merchants up the most:
- Picking the most popular platform without looking at how it works behind the scenes
- Overvaluing ease of use and undervaluing flexibility
- Ignoring long-term costs (app subscriptions, custom dev work, transaction fees)
- Assuming your business won’t grow much — and regretting it later
You don’t want to be back here again in 12 months looking for a new platform.
Where BigCommerce Checks the Boxes
I won’t turn this into a BigCommerce sales pitch — but since you’re here, I’ll say this:
If you’re looking for a platform that gives you:
- Strong built-in features (like faceted search, customer groups, and multi-storefront)
- No transaction fees
- Flexibility to customize and integrate your tools
- A solid SEO foundation
- The ability to scale without switching platforms later
…BigCommerce is probably worth a serious look.
I’ve written about this in more detail in posts like:
- BigCommerce Pricing Explained
- Pros and Cons of BigCommerce
- Is BigCommerce Good for Small Businesses?
Final Thoughts
There’s no one-size-fits-all platform. The best choice is the one that fits your products, your workflows, and your plans for growth.
And if you’re not sure what that is yet? I’ve got you.
I offer a free platform evaluation that looks at your store, your goals, and your needs — and gives you a straight, no-fluff recommendation on what platform makes the most sense.