🚀 Ultimate eCommerce Conversion Rate Optimization Checklist

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Shopify 🛒

Head West Team
Updated October 21, 2023
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Our Take:

Shopify is the best eCommerce platform for most businesses because it excels at the core fundamentals like seamless checkout, robust hosting, and intuitive design while also providing endless customizability through apps and integrations. Shopify can scale with a business from its first sale to billions in revenue. The sheer number of successful brands using Shopify is a testament to its capabilities. While no platform is perfect, Shopify's combination of ease-of-use, customizability, scalability and proven results for merchants of all sizes makes it the clear choice for most eCommerce businesses.

Read our full guide on: eCommerce Platforms 🛒

Best for: Small ($0-$10M), Medium ($10-50M revenue) and Enterprise ($50M+ revenue) size companies.


Shopify has the tools to scale your business from its first dollar in revenue to its one billionth. While there are competitors across that spectrum, Shopify is by far the best option.

Shopify Overview:

Shopify has long had the “arming the rebels” slogan, and we say hop in your Shopify built speeder and join the rebellion! It is by far the best tool for most eCommerce use cases. Even after their recent price increases, Shopify provides incredible value for your money. Shopify is trusted by merchants small and (very) large including Fashion Nova, Outdoor Voices, Allbirds, Kylie Cosmetics, and PopSockets. Shopify is so compelling that large brands like Supreme & Glossier recently decided to make the switch. Why choose any other platform? We heard many stories of retailers’ painful transitions from WooCommerce and other competitors to Shopify. There were also horror stories of non-Shopify stores going down during BFCM (eeeek). Shopify and Shopify Plus are built to scale from your first dollar in revenue to your one billionth. While it’s far from perfect, it’s by far the best of the alternatives.

Why we like Shopify 👍:

Shopify is a story of compounding advantages. What started as a snowboard store in 2006 (check out the original website here) has grown into a behemoth of a company with over 9,000 employees even after a recent RIF. This compares with 1,000 employees at WooCommerce the nearest public competitor. Shopify has used that lead to become the best in the space.

Blocking & Tackling

Shopify covers all of the blocking and tackling of running an eCommerce business well. Collecting payments - check. Optimized checkout flows – check. Offering shipping options - check. Creating order labels - check. Hosting and keeping your website up during spikes in traffic – check. Fraud protection – check. All of the must haves for any eCommerce business are handled well by Shopify. If these things don’t work flawlessly, then no other features matter. Shopify has invested heavily to ensure that all of these elements are robust.

Themes (Templates)

Shopify calls its templates themes, and they are some of the most user friendly out there. They offer 11 free themes built in the latest Shopify Online Store 2.0 architecture, and there are over a hundred paid options offered on their site ranging from $200 to $350 per theme and more through third-party sites. A well-designed theme is crucial for giving your brand legitimacy at launch. Make sure your website doesn’t look like it was designed by your brother-in-law using Dreamweaver in 1997 (unless that’s the look you’re going for). Using pre-built themes, you can create a beautiful website without ever touching a line of code. If you stick to a pre-built theme and the theme editor, you are set up to have a site that both looks good and performs well. Someone that is reasonably tech savvy could have a store up and running after a weekend of work.


Shopify themes come with enough personalization to ensure your brand doesn’t feel generic. Their editor is intuitive and easy for someone who has never created a website before to set up a store front. While some design oriented folks might want more customization options within the editor, Shopify offers enough customization to fit most use cases. If something is not possible to customize within the editor you can always use it to inject custom HTML or CSS but proceed with caution because this introduces the potential for bugs and broken pages. With the updates in the Online Store 2.0, it is now possible to add and configure apps directly in the theme editor without having to touch the theme’s code.


Shopify partnered with an MBB consulting firm to run a study that compared conversion rates across eCommerce platforms. The results? Shopify conversion rates beat the competition by an average of 15% and up to 36%. We have some questions about the methodology like how were the 'like for like' selected, but we generally agree with the sentiment of the study. Shopify checkout trumps the competition. One page checkout will soon be available to all merchants which is a huge win. We heard from folks already on Shopify who saw 10%+ increases in conversion by implementing one page checkout. Additionally, Shopify has over 100M members that have opted into Shop Pay which allows for one click checkout with Shop Pay. When a prospective customer with Shop Pay hits your storefront, Shopify can recognize them if they've used the platform recently and pre-fill information.

There’s an App for that

Want GDPR compliance (data protection required in the EU)? There’s an app for that. Want a section with shoppable User Generated Content (UGC)? There’s an app for that. Want to offer subscriptions? There’s an app for that. You get the point. There are over 8,000 apps and plugins that are created by third-party developers which greatly expand the abilities of Shopify. The average Shopify store uses 6 apps and the largest use many more. Because it’s the largest player in the space, it has attracted the most developers to expand the functionality of Shopify’s core offering. Nearly all the tools we recommend have seamless Shopify integrations and many of the complaints we heard from eCommerce operators about other recommended tools came from poor integrations with Shopify competitors like WooCommerce. By choosing Shopify, you will ensure you get the most out of all of your other eCommerce tools.


Shopify is unique in that its tool can both easily onboard a new merchant making their first sale and scale with that company through IPO. With other competitors, there will be a natural maturation away from the platform and onto something more robust. While there is a natural evolution of companies to move away from certain Shopify solutions e.g., moving from Shopify email to Klaviyo (our recommended email marketing platform), we spoke with many $100M plus merchants that still use Shopify for the bulk of their infrastructure. Shopify has grown along with brands that were started on the platform and has increased its focus and support of larger businesses. From multi-currency with Shopify Markets, to a POS system to integrate physical retail, Shopify will help you every step of the way. By choosing Shopify, you are choosing a platform that can scale with your business and meet its needs every step of the way.  

What we don’t like about Shopify 👎:


Shopify stores are not the fastest. The slower page speed will negatively impact SEO rankings as Google uses this as an important driver of their page rank algorithm. The slower load times are why many eCommerce companies decide to go ‘headless’. We think the out-of-the-box Shopify stores are fast enough for most eCommerce companies starting out but would like to see improvements here as Shopify rolls out updates.

Flexibility of templates

While Shopify’s themes allow for a lot of customization within their visual editor, there are limits where custom code will be required. A website creator like Webflow has a much steeper learning curve but allows for far greater customization of the look and feel of a website within their editor. Webflow lacks the eCommerce tools to be a true competitor to Shopify, but we are interested to see a professional version of Shopify’s editor that allows for even more visual customization without the need to bring in external help.

Variant limits

While it’s easy to import products to Shopify and its native inventory management system is solid, there are inherent limits on product variation possibilities in Shopify. Shopify allows for a maximum of three variants (e.g., size, color, material) and there is a cap of 100 combinations of any given product. BigCommerce allows for up to 600 combinations. While the 100 combinations should be enough for most use cases, this can become an annoying limitation for companies with complex product catalogs.


Shopify dashboards cover the basics well, but many users want greater granularity and control in their dashboarding and reporting and end up installing third-party apps for this. The Shopify basic plan comes with basic pre-built reports of key metrics (sales, sessions, orders etc.) and its Advanced and Shopify Plus plans allow users to create custom reports in addition to the pre-built dashboards. The custom reports are great, but they have their limitations. Want to track customer cohorts over time? You’ll need a third-party app. Want to track the performance of key pages in your funnel? You’ll need a third-party app. Because Shopify handles everything surrounding an order, it will always be the source of truth for all companies when it comes to order information, but many eCommerce companies are looking for granular data not available in their dashboards or reports.  

App Store Philosophy

Shopify has made the strategic decision to focus on core eCommerce functionality which they handle extremely well and leave everything they deem not core to be addressed by app developers in their app store. This leaves room for often dominant companies to come in and offer expensive apps for features outside of Shopify’s core functionality. Take Avalara for instance. Avalara has a near monopoly on state sales tax remittance software. We would love to see Shopify offer competing products that they develop themselves to ensure healthy price competition in the app store.

Shopify pricing 💰:

In January of 2023, Shopify raised their prices for the first time in 12 years. They raised prices by 33% on their most popular plans although the price increase is somewhat hidden by the fact that their website now quotes the monthly price when billed yearly. As always, whisper 'Head West' at checkout for a special discount.

Shopify Plus pricing scales with use. It costs the greater of $2,000 or 0.25% of sales volume per month.

Shopify Alternatives: 

SMB eCommerce Platforms






Enterprise eCommerce Platforms

Salesforce Commerce Cloud


Shopify FAQs: 

What are the benefits of Shopify?

  • Intuitive store setup and design: Shopify makes it easy to choose a template, customize your storefront, and get your online store up and running quickly. The editor is easy to use even for those with no web design experience.
  • Robust ecommerce functionality: Shopify handles all the basics like accepting payments, calculating taxes, managing shipping, and more. The checkout process is optimized for high conversion rates.
  • Scales with your business: Shopify can support a business from its first sale to billions in revenue. It's trusted by small startups and large enterprises alike.
  • App ecosystem: With over 8,000 apps, Shopify offers endless integrations and customization through their app marketplace. Add advanced functionality without engineering resources.
  • Trusted by over 1 million businesses: The sheer number of successful brands using Shopify speaks to its capabilities and reliability as a platform.
  • Great support resources: Extensive guides, tutorials, forums, and 24/7 support help Shopify merchants succeed.
  • Cost-effective: Shopify offers tremendous value, with affordable pricing even after recent increases. The basic Shopify plan starts at $29/month.

What are the disadvantages of Shopify?

  • Speed - Shopify sites are not the fastest out there. This can negatively impact SEO rankings. Going "headless" can help improve site speed.
  • Limited flexibility - While themes are customizable, there are limits before custom code is required. Shopify lacks the design flexibility of a web builder like Webflow.
  • Variant limits - Shopify allows a maximum of 100 variant combinations per product. This can be restrictive for complex product catalogs.
  • Dashboard limitations - Shopify's reporting lacks granularity in some areas, requiring third-party apps for advanced analytics.
  • App pricing - Some popular app categories like tax automation are dominated by expensive third-party apps, with minimal competition.
  • Transaction fees - While low, Shopify's transaction fees on top of payment processing fees can add up, especially for high-ticket items.
  • Technical support - Assistance for complex technical issues or advanced customization is limited on lower-tier plans.

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