Most ecommerce platform comparisons end up at the same three names. Shopify, WooCommerce, BigCommerce. They dominate for good reason, and we’ve covered the head-to-head between the major platforms here. This is about the rest because the big three don’t fit every business.
If you’re running a content-led brand, a service business adding a small shop, a physical retailer extending online, or a complex operation with thousands of SKUs and bespoke pricing rules, one of the platforms below might be a better fit. The list is curated, not exhaustive. Five platforms across three categories, with honest assessments of where each one earns its place and where it doesn’t.
What Counts as an Ecommerce Platform?
An ecommerce platform is the software that runs an online store. It handles the catalogue, the cart, the checkout, the payment processing and the order management. Some platforms also handle inventory, shipping, POS integration, customer accounts, marketing and analytics. The differences come down to what they bundle, how much you can customise, who hosts the software, and where they draw the line between “use what we give you” and “build whatever you want.”
For the platforms below, the spectrum runs from drag-and-drop builders aimed at small businesses through to enterprise systems built for nine-figure operations.
All-in-One Builders
These platforms bundle hosting, design, ecommerce and support into a single subscription. The trade-off is flexibility for speed. You’re up and running fast, but you live inside the platform’s design and feature constraints.
1. Squarespace
Squarespace is the polished end of the all-in-one category. Its templates look good without much intervention, the editor is straightforward, and ecommerce is built into every plan rather than bolted on. There’s no separate “Squarespace Commerce” product. The four plans (Basic, Core, Plus and Advanced) all include selling capability, with more advanced features unlocking at higher tiers.
Where it shines. Service businesses (consultants, photographers, designers) selling alongside a portfolio. Content-led brands with a small product range. Restaurants, studios and small retailers who need a clean storefront more than they need a complex catalogue. Built-in scheduling, email marketing and basic CRM round out the offering.
Where it struggles. Squarespace pricing in Australia in 2026 runs from around A$24/month on the Basic plan to A$52/month on Advanced when billed annually. The catch is that important ecommerce features are spread unevenly across tiers. Abandoned cart recovery, subscriptions and Commerce API access all require the top Advanced plan. Squarespace does not support multi-currency transactions, which limits international selling. Payment gateways are restricted to Stripe, PayPal and Squarespace Payments.
Best fit. Sub-50-product stores where design matters and the catalogue stays simple. Service businesses adding a shop.
Not a fit. Multi-currency international stores. Complex catalogues with hundreds of variants. Anything needing custom integrations beyond Squarespace’s small app pool.
2. Wix
Wix sits at the cheaper, more flexible end of the all-in-one category. The drag-and-drop editor gives genuine design freedom, the AI builder can generate a starter site in minutes, and there’s a free tier with platform branding to test before paying.
Where it shines. Very small stores prioritising speed-to-launch over long-term scalability. Solopreneurs, side businesses, market stalls going online for the first time. Wix has four premium plans, ranging from around A$26 to A$240 per month when billed annually, with the Core plan (around A$44/month) covering most small ecommerce needs.
Where it struggles. Wix is best for small to medium stores. As businesses scale, the limitations show. Less depth on B2B and multi-channel capabilities compared to platforms like Shopify or BigCommerce, and a thinner app ecosystem. SEO has improved but still trails dedicated ecommerce platforms.
Best fit. First-time sellers. Single-location businesses with a small product range and no complex integration needs.
Not a fit. Stores expecting to grow past a few hundred products, sell internationally, or integrate with ERPs, marketplaces or wholesale systems.
Specialist Platforms
These platforms solve a specific problem rather than trying to be everything. They earn their place when your situation matches what they’re built for.
3. Ecwid by Lightspeed
Ecwid by Lightspeed takes a different approach to selling online. Instead of replacing your website, it embeds a fully functional store into the site you already have. Ecwid was founded in 2009 with a simple concept. Let anyone add an online store to their existing website with a few lines of code. Lightspeed Commerce acquired it in 2021, and the product trades as “Ecwid by Lightspeed” today.
Where it shines. Businesses that already have a website they like (Squarespace, Wix, WordPress, even a hand-built HTML site) and want to add selling without rebuilding. Multi-channel sellers who want one catalogue syncing across their website, Facebook, Instagram, Amazon and eBay. Small businesses pairing online with Lightspeed’s POS for in-person sales.
Where it struggles. Limited design customisation compared to standalone platforms, since the storefront sits inside someone else’s site. SEO is weaker for the same reason. Pricing starts around A$38/month and runs to around A$200/month for higher tiers, with plan changes that took effect in March 2026.
Best fit. Existing-site owners adding a shop. Omnichannel small retailers using Lightspeed POS.
Not a fit. Anyone building from scratch and wanting full design control over the storefront.
4. Square Online
Square Online is built around Square’s payment processing and POS hardware. The platform itself is free to use. You pay transaction fees and optional plan upgrades for advanced features.
Where it shines. Physical retailers adding an online channel without changing their POS. Cafés, salons, markets, small shops where inventory is already managed in Square. The integration runs deep. Stock levels sync automatically, customer records carry across, and gift cards work in both directions.
Where it struggles. Square’s design templates are basic compared to Squarespace or Wix. Advanced ecommerce features (subscriptions, complex shipping rules, B2B layers) are limited or missing. Australian payment processing fees through Square are competitive but not the cheapest available.
Best fit. Bricks-and-mortar businesses already on Square POS. Service businesses where Square handles bookings, payments and basic online sales together.
Not a fit. Online-first businesses. Anyone needing complex inventory rules or international expansion.
Enterprise
5. Adobe Commerce (formerly Magento)
Adobe Commerce is the enterprise end of the ecommerce spectrum. Adobe acquired Magento in 2018 and integrates it with Adobe Experience Cloud for advanced personalisation, analytics and content management. There are two versions worth knowing about. Magento Open Source is the free, community version with basic ecommerce features. Adobe Commerce adds B2B functionality, Page Builder, advanced reporting, customer segmentation, and Adobe support. Adobe Commerce Cloud includes managed hosting.
Where it shines. Large, complex operations. Adobe Commerce powers major brands like Coca-Cola, Ford, Nestle, and Procter & Gamble with catalogues ranging from thousands to millions of SKUs. Strong B2B capabilities, multi-store handling, granular permissions, deep customisation. If your business has unique processes that no off-the-shelf platform handles, this is the one with the most room to build.
Where it struggles. Cost and complexity. Adobe Commerce pricing starts around US$22,000/year (roughly A$33,000) for mid-market brands and scales to US$125,000+/year for enterprise, typically based on your Gross Merchandise Value. The platform is designed for mid-market to enterprise businesses, US$5M+ annual revenue. Small businesses often find the costs and complexity prohibitive. Typical implementations take four to eight months. Simple storefronts may launch in three to four months. Complex B2B implementations can exceed twelve months.
Best fit. $5M+ revenue businesses with complex B2B needs, multi-brand operations, or genuinely unusual requirements that justify the build.
Not a fit. Anyone under $5M revenue. Teams without dedicated development support. Businesses wanting to launch in under six months.
Quick Comparison
| Platform | Type | Starting cost (AUD) | Best for |
|---|---|---|---|
| Squarespace | Hosted SaaS | ~A$24/month | Service businesses, design-led small stores |
| Wix | Hosted SaaS | ~A$26/month | Very small stores, fast launches |
| Ecwid by Lightspeed | Hosted widget | ~A$38/month | Adding a shop to an existing site |
| Square Online | Hosted SaaS | Free + fees | Physical retailers extending online |
| Adobe Commerce | Open source / enterprise | ~A$33,000/year+ | Complex B2B and B2C at $5M+ revenue |
Prices accurate as of May 2026. AUD figures are indicative. Most platforms quote in USD, and exchange rates fluctuate.
Where to From Here
The right ecommerce platform isn’t the one with the most features. It’s the one that fits the shape of your business, your team’s capability, and what you actually need to do with it over the next three to five years. A platform that’s perfect for a 50-product gift store will be wrong for a 5,000-product B2B catalogue, and vice versa.
If you’re weighing up options and want a second pair of eyes, talk to us about your ecommerce build. We’ve worked across most of the platforms above, plus the bigger three, and we’ll give you a straight read on what fits your situation. You can also read our deeper comparison of WooCommerce vs Shopify if those two are on your shortlist.
