Shopify vs Shopware vs Custom: Which E-Commerce Platform Is Right for Your Business in 2026?
- Otto Kreidl
- Jan 13
- 11 min read
Choosing the right e-commerce platform impacts your speed to market, total cost of ownership, SEO performance, and how efficiently your business can operate across sales, marketing, and fulfillment for your online store.
Whether you’re a B2B manufacturer, a fast-growing D2C brand, or an enterprise with ERP/PIM/logistics systems, the choice between Shopify, Shopware, or a custom solution should be made based on your business model, operations, and online sales goals, but not hype.
At Smart Dato, we support companies across South Tyrol, Italy, Germany, Austria and Switzerland with platform selection, commerce implementation, and integration-heavy projects. This guide gives you a practical decision framework, a clear comparison, and real-world scenarios.
Quick answer
Choose Shopify if you want a fast launch, predictable operations, and a polished SaaS ecosystem—especially for D2C and standard B2B.
Choose Shopware if you need stronger flexibility, EU-first commerce, and deeper control for B2B use cases and integrations.
Choose Custom if your business model or processes don’t fit a product-first platform (service flows, complex logic, unique pricing engines, non-standard workflows) or if you need maximum integration control.
Shopify vs Shopware vs Custom: Detailed comparison table for your online store
Criteria | Shopify | Shopware | Custom solution |
Speed to launch | Fast (weeks) | Medium (weeks–months) | Slower (months) |
Hosting & maintenance | SaaS (managed) | Self-hosted / cloud / managed | Your choice (full control) |
Flexibility & customization | Medium (theme + apps + custom dev) | High (full code access) | Highest (built around your processes) |
B2B capabilities | Good (depends on setup / plan) | Strong (EU B2B-friendly) | Whatever you design |
Integrations (ERP/PIM/logistics) | Via apps/APIs; can get complex | Great via APIs/plugins | Best when workflows are unique |
EU compliance & data control | Needs configuration | Strong EU fit | Fully configurable |
Total cost of ownership | Can rise with apps | Dev-heavy but controllable | Higher upfront, optimized long-term |
Best for | D2C, quick scaling, simpler ops | B2B, EU firms, complex catalogs | Service flows, unique logic, enterprise workflows |
Ultimately, the choice between Shopify vs Shopware comes down to business complexity, team capacity, and the level of deep customization you need. If your online store demands integration depth, long-term scalability, and regional compliance with minimal effort, especially in the DACH or EU region, Shopware often proves to be the smarter investment. In many cases, the best platform offers are the ones that reduce operational friction and support sustainable online sales growth.
User Experience and Technical Requirements to Choose the Right Solution
Most teams compare Shopify and Shopware on three practical questions: how much technical ownership you want, how fast you need to move, and how complex your workflows will become as you scale.
Shopify UX
Shopify is a fully hosted e-commerce platform. Merchants typically don’t manage server infrastructure, SSL certificates, or routine security work. Shopify offers automatic background updates, so stores usually run on the latest version with new security measures without manual work. Shopify is also built to handle traffic spikes and growth without manual server upgrades, and it supports fast store launches using no-code tools and drag-and-drop editors. Built-in SEO features are accessible for non-technical users, and Shopify supports global expansion with tools like Shopify Markets for multi-currency and cross-border selling.
Shopware UX
Shopware is a modular, open-source platform designed for flexibility and deep customization. It’s often self-hosted, so teams (or their agency) typically handle server configuration, software updates, and ongoing maintenance. That extra control can be valuable, but it also adds operational responsibility—especially around updates and security. Shopware’s admin panel can have a steeper learning curve, which often fits mid-market or enterprise teams that need deeper customization and full control over commerce logic and integrations.
Apps and extensions
Shopify is widely viewed as more app-driven, while Shopware’s extension ecosystem is smaller (often cited as 2,900+ extensions). In practice: Shopify tends to solve gaps with apps, while Shopware often solves them through development and deeper platform customization.
How to choose the right solution: 6 questions that decide the platform
Are you product-based or service-based?
Product-first businesses usually fit Shopify/Shopware well.
Service-based businesses often require quoting, rules, workflows, scheduling, or operational logic that standard platforms don’t support cleanly → custom tends to win.
How complex are your operations?
If you need advanced flows like:
returns across online + offline
approval processes
tiered pricing logic
partner portals
multi-role access
…you’ll likely outgrow basic setups quickly.
What integrations are “non-negotiable”?
List your must-have systems:
ERP (orders, stock, pricing, customers)
PIM (product data)
DAM/EDAM (assets)
CRM, translation systems, logistics tools
The more integration-heavy you are, the more you should prioritize Shopware or custom—and plan architecture early.
Are you B2B, B2C, or hybrid?
Shopify can do B2B, but the “real life” complexity often needs careful setup and custom logic.
Shopware is very strong for European B2B, especially when you need rules, customer groups, pricing tiers and integrations.
Custom is ideal when your B2B model is unique (portals, contracts, special pricing engines, workflows).
How fast do you need to launch?
Need MVP quickly? Shopify is usually the fastest.
Need a robust long-term B2B platform? Shopware is a strong middle ground.
Need to reflect your business logic accurately? Custom takes longer but reduces operational friction later.
What’s your 12–24 month plan?
If you expect growth in:
markets (DACH/Italy expansion, languages, currencies)
product complexity (catalog size, variants, dynamic pricing)
operational complexity (returns, approvals, warehouses)…choose the platform that won’t limit you later.
Shopify: Pros, Cons and Best Use Cases
Shopify is one of the world’s most widely used SaaS-based e-commerce platforms, powering millions of online stores. Known for its ease of use and fast time-to-market, it’s a favorite among startups, D2C brands, and retailers looking to launch quickly with minimal technical overhead.
Main Shopify pros:
Fast launch as it is possible to get your store live in just a few days with minimal setup
Shopify is fully hosted and includes managed infrastructure (hosting, SSL certificates, and automatic security updates), which keeps technical overhead low for many teams.
Scalable SaaS infrastructure – hosting, security, and updates are handled for you
Extensive Shopify App Store and wide selection of Shopify themes
Built-in Shopify payments and integrated checkout
Out-of-the-box tools for marketing campaigns, SEO capabilities, and analytics
Access to Shopify Plus for high-growth or enterprise brands
Native tools for international selling and multi-currency support
There are also cons that you should consider:
Limited backend and checkout customization compared to open platforms
Many critical features rely on third-party apps, which increase monthly costs
Shopify functions (e.g. discount logic, custom flows) are limited unless custom-coded
Less flexible for complex B2B environments or ERP-heavy setups
Requires configuration for EU compliance and digital commerce laws in DACH
Pricing is subscription-based, and Shopify offers often don’t cover advanced use cases
Best for:
SMBs and startups with limited technical teams
D2C brands focused on speed, branding, and business growth
Businesses seeking a Shopify B2B shop with standard features
Companies expanding through international selling with a central backend
Shopify excels when you need a fast, low-maintenance solution with predictable pricing. Its structured ecosystem and polished UI make it easy to manage a modern online store without deep developer involvement. For those launching marketing campaigns, testing new product lines, or operating multiple sales channels, Shopify’s simplicity and scalability are clear advantages.
However, businesses that rely on ERP integration, advanced pricing logic, or require tighter control over backend processes may face limitations. For these cases, alternatives like Shopware or a custom e-commerce platform may offer more flexibility and control, especially for manufacturers, wholesalers, or enterprise B2B setups operating across multiple systems.
Shopware: Pros, Cons & Best Use Cases
While Shopify is often associated with speed and simplicity, Shopware represents the other end of the commerce platform spectrum: flexibility, control, and deep backend capability. Shopware is quickly becoming the go-to solution for businesses in the DACH region and across Europe especially those with advanced B2B needs or compliance requirements, but also applicable for B2C Shopware cases.
Because Shopware is commonly self-hosted, it usually requires more technical ownership—server configuration, software updates, and ongoing maintenance—either in-house or via a long-term partner.
Shopware shines when it comes to deep customization, user friendly interface and custom storefronts. Unlike most major platforms, it gives developers full access to the source code and offers a headless-ready, API-first architecture, which means you can build almost anything—from tailored checkout flows to real-time product configuration logic. For companies seeking limitless possibilities, Shopware is a top contender.
This e-commerce platform is designed with advanced B2B and D2C features built in, such as custom pricing, multi-currency support, rule-based logic, and a native marketing automation engine. Businesses also benefit from its strong compliance with EU laws including GDPR, cookie consent, and digital tax requirements—something Shopify users often need to manually configure.
Shopware stores can be hosted via a dedicated hosting provider, through managed Shopware hosting, or on cloud infrastructure like Google Cloud. This flexibility is ideal for companies that want to control performance, security, and scaling strategies. Shopware is especially appealing for teams that need to integrate tightly with ERP, CRM, or PIM systems—and prefer owning the data and infrastructure end to end.
Shopware is generally scalable, but performance under high traffic loads depends on the server infrastructure and configuration (especially for self-hosted setups). Shopware offers more advanced SEO features out of the box, which can appeal to businesses with specific SEO strategies and technical SEO requirements.
Shopware pricing: Community Edition vs paid plans
Shopware offers a free, open-source Community Edition, but serious businesses will likely need one of their paid plans starting at $600/month. Shopify has transaction fees on each sale unless you use Shopify Payments, while Shopware does not have transaction fees.
However, Shopware is not without its challenges. Compared to plug-and-play solutions like Shopify, it has a steeper learning curve and longer implementation timelines. You’ll likely need either a strong in-house developer or a long-term technology partner to manage the platform efficiently. Its plugin marketplace is smaller than Shopify’s App Store, meaning more features must be built from scratch or heavily customized.
In summary, Shopware is best suited for B2B companies, European brands with compliance needs, or businesses requiring full backend control. If your vision for digital commerce demands flexibility, extensibility, and technical independence, Shopware delivers where other platforms stop short.
Custom E-Commerce Platform: When and Why It Makes Sense
The best e-commerce solutions are occasionally purpose-built rather than prebuilt. Your company has total control over every aspect of the digital experience, from infrastructure to interface, with a custom e-commerce platform. It is the preferred choice for businesses whose requirements exceed what can be met by conventional platforms like Shopware or Shopify.
Large businesses with intricate product catalogs, multi-role user access (such as distributors or partners), or distinctive checkout procedures will find that custom platforms are particularly effective. They enable deep customization of backend logic, dynamic pricing, multilingual content, and integration with internal tools.
Unlike some SaaS solutions — where monthly subscriptions, app add-ons, or transaction fees can rise as your sales grow — a custom build lets you control these variables. While you’ll still have hosting, payment processing, and ongoing maintenance costs, you avoid being locked into pricing tiers or commissions that automatically scale with your revenue.
Businesses can precisely customize performance, security, and compliance to meet their needs when they have complete control over the server configuration, database architecture, and product roadmap. They also benefit from platform stability, long-term scalability, and native integrations with ERPs, PIMs, and CRMs—critical for teams that rely on operational consistency.
However, this power comes at a cost. A custom platform requires a higher initial investment in development and a skilled, strategic team with a long-term vision. The time-to-market is longer, typically 3 to 6 months.
Case example: Luis Trenker
Luis Trenker runs a commerce setup where the storefront is only one part of the business. Like many brands, they had multiple systems in parallel: Shopware e-commerce, POS/offline store processes, ERP/inventory, customer data, and logistics/WMS. The challenge wasn’t launching a shop — it was making everything work together without duplicated data and chaotic returns.
Smart Dato implemented an integration-heavy approach to connect online and offline operations into one ecosystem (one source of truth + automated processes). A key highlight was a custom returns flow: returns could be tracked consistently, the system recognized whether a purchase happened online or offline, generated return codes, and ensured refunds were processed correctly.
As a result, our client got cleaner data, faster operations, fewer manual steps, and a smoother customer experience, especially during returns and refund handling.
Want to see how this works in practice?
Book a consultation to review your current stack and integration gaps.
Total cost of ownership (TCO) and ongoing development: what you’ll actually pay for
Many teams compare only initial build cost. The smarter comparison is TCO: what you pay in 12–24 months. Include:
platform fees / licenses (Shopify plans, Shopware licensing if applicable)
app/plugin costs (often overlooked)
development & maintenance (feature evolution, bug fixes, updates)
integrations (ERP/PIM/logistics)
performance and SEO needs (speed, indexing, content operations)
operational costs (manual work caused by platform limitations)
Shopify can be cheaper early but cost grows with apps and customizations. Moreover, Shopware often costs more in implementation but gives long-term flexibility. Custom costs more upfront but reduces operational friction and supports unique processes.
Pricing snapshot
When estimating TCO, it helps to separate platform subscription costs, fees, and app/plugin costs:
Shopify features transparent subscription pricing, starting with tiers like Basic at $39/month.
Shopify's pricing starts at $29/month for their Basic plan, while Shopify Plus starts at $2,000/month.
Shopware offers a free, open-source Community Edition, but serious businesses will likely need one of their paid plans starting at $600/month.
Shopify has transaction fees on each sale unless you use Shopify Payments, while Shopware does not have transaction fees.
Integrations that make or break projects (ERP, PIM, logistics, translations)
If your commerce operations depend on multiple systems, integrations are not “nice to have”. They decide whether your platform becomes a growth engine—or a bottleneck.
Typical integration areas:
ERP: inventory, pricing, orders, invoices, customers, returns
PIM: product data governance and enrichment
DAM/EDAM: assets, approvals, content workflows
Translation tools: multi-language scaling across DACH/Italy
Logistics: shipments, tracking, warehouses, return labels
If you want “one system” that connects and automates workflows across tools, plan integration architecture early. This is exactly where a middleware approach can help (e.g., an integration layer / hub).
E-Commerce for Services: Why a Custom Platform Is Often the Best Fit
While Shopify and Shopware are powerful platforms built for product-based commerce, they are not always the best choice for companies offering services instead of physical goods. In these cases, a custom software solution is often the more strategic investment.
At Smart Dato, we’ve developed tailored e-commerce systems for service providers across Europe. One of the standout examples is our collaboration with Europacco.
Case Study: Europacco – Custom E-Commerce for Logistics
Europacco is a leading logistics service provider offering international shipping, customs clearance, and door-to-door delivery.
Traditional e-commerce platforms couldn’t handle their unique service flows, pricing logic, and operational complexity. The business needed a platform that could streamline internal logistics, automate workflows, and serve both B2B and B2C clients with clarity and speed.
Smart Dato’s solution:
We developed custom backend logic tailored to Europacco’s logistics operations
Designed a clean and intuitive UI/UX for seamless service selection and ordering
Integrated affiliate systems and business partner platforms
Automated key processes through robust workflow engines
Optimized the platform for SEO and pagespeed, improving both visibility and performance
This is a case where a product-based platform like Shopify would fall short. For service providers, flexibility in pricing engines, process logic, and integration is crucial, and only a custom-built solution can deliver this level of control and scalability.
This is a case where a product-based platform like Shopify would fall short. For service providers, flexibility in pricing engines, process logic, and integration is crucial, and only a custom-built solution can deliver this level of control and scalability.
Smart Dato is not a one-platform-fits-all agency. We offer:
Shopify store development with ERP, logistics & CRM integration
Shopware development (certified Shopware Business Partner)
Custom ecommerce solutions built with Laravel, Vue.js, and modern tech
Headless commerce for speed and frontend freedom
Consulting on platform selection, process automation, and compliance
We work with clients across South Tyrol, Italy, Germany, Austria, and Switzerland, delivering stable and scalable commerce platforms aligned with their growth goals.
FAQs
What is the difference between Shopify and Shopware?
Shopify is a hosted SaaS platform, fast to launch, but less customizable. Shopware is an open-source framework built for complex B2B, API-first, and EU-compliant use cases.
Is Shopware better for B2B?
Yes. Shopware supports advanced price rules, user roles, customer groups, and native integration capabilities that make it ideal for B2B commerce in Europe.
Should I invest in a custom e-commerce platform?
If your project involves deep system integration, complex pricing, or scalable infrastructure needs — a custom platform can future-proof your operations.
What’s better for EU regulations and multilingual stores?
Shopware is the preferred choice for European businesses, with GDPR features, tax rules, and multilingual capabilities designed for the DACH region.
Can Shopify handle ERP or logistics integrations?
To some extent. Shopify apps and APIs allow integrations, but for deep, multi-layered logic, Shopware or a custom platform offer more control.
Can you migrate from WooCommerce, Magento or legacy systems?
Yes, Smart Dato supports migrations to Shopify, Shopware, or a Laravel-based custom stack, including data, SEO, and integration planning.
Final Thoughts
There’s no universal answer when it comes to selecting the best e-commerce platform. The right choice depends on several key factors, such as:
Business model (B2B, B2C, or D2C)
Integration needs and system complexity
Timeline, budget, and internal resources
Growth goals and scalability requirements
Regional requirements like EU regulations and multi-language support
Whether you're comparing Shopify vs Shopware, exploring a fully custom e-commerce solution, or still weighing your options, one thing is certain: your platform should work for your business—not the other way around.
At Smart Dato, we help you make that decision with clarity and confidence. We guide you through the technical and strategic side of platform selection, architecture, and implementation—so you can focus on growth.