Shopify vs. Squarespace – they are two of the most well-known brands in the online store / website builder industry. I’ve written a Shopify review here and Squarespace review here. But how do they compare directly to each other?
First, a bit of background. Over the past few years, online store software costs have plummeted, and the technology to get a website from idea to reality has blossomed.
All-inclusive ecommerce builders have been particularly interesting. Companies like Squarespace, Weebly, Wix, Shopify, and BigCommerce – not to mention platforms like Etsy, eBay, and Amazon – have brought ecommerce to everyone regardless of their coding skills.
On the wide spectrum of ecommerce store building solutions, they all live on the end that is all-inclusive and provides everything you need to get started and grow your website.
That is in contrast to solutions where you buy, install, and manage all the “pieces” of your website separately. That’s not a good or bad thing. But it is something to be aware of when you’re choosing one of them as a solution since it affects your website both long and short term.
In the long-term, it affects your versatility, functionality, and, of course, your brand. In the short term, it can certainly add/take away a lot of headaches. That said, just like choosing a physical house or office, there is no such thing as an absolute “best” or “top” choice. There’s only the right choice relative to your goals, experience, and circumstances.
Using an online store builder is like leasing and customizing an apartment in a really classy development instead of buying and owning your own house. You’re still in control of decor, cleaning, and everything living-wise – but you leave the construction, plumbing, security, and infrastructure to the property owner. That point is key because there’s usually a direct tradeoff between convenience and control.
Shopify, Squarespace and other options like BigCommerce and Weebly as a group compete with options like WordPress (which provides the free software to build a website that you own & control – see my WordPress setup guide here) all the way to options like typing actual HTML code into a text file.
The last preface I’ll mention is that Squarespace is an all-around website builder with ecommerce capability.
Shopify, in contrast, is strictly an ecommerce platform.
This focus puts Squarespace behind as an advanced ecommerce tool and Shopify behind as a general website builder tool. With their respective free trials, you can quickly see the differences.
Make sense? Awesome – let’s dive into the comparison.
Side note – if you want this comparison in a BuzzFeed-style quiz, you can take my online store builder quiz here…
You can also look at my posts on –
Otherwise, we’ll look specifically at pricing, onboarding/user experience, design features, technical features, ecommerce features, marketing features, and customer support.
Disclosure – I receive referral fees from all the companies mentioned in this post. My opinions & research are based on my professional experiences as either a paying customer or consultant to a paying customer.
Comparing pricing between Shopify and Squarespace is fairly straightforward if you have a clear idea of your needs. This comes from the fact that Shopify focuses on *only* online store owners whereas Squarespace markets to everyone.
The short version is that Shopify is more expensive. But there’s a few caveats to look at.
The first caveat is credit card fees.
Squarespace syncs with Stripe and PayPal. Their fees are 2.9% + $.30 per transaction.
Shopify has their own payments gateway that charges lower per transaction fees. But – if you use a non-Shopify gateway, Shopify charges an additional transaction fee that Squarespace does not have.
So why is this important? If you already have a gateway (ie, Authorize.net for your physical pop-up shop) and you want to use them with Shopify – then Shopify’s transaction fee kicks in. But – if you want to use Shopify Payment’s for your online store – you can save a bit of money on transaction fees. Those fees add up. If you have revenues of $100000 – a 0.4% reduction in fees could equal $500 per month.
The second caveat is value pricing.
On front-end features alone – Squarespace is significantly cheaper than Shopify, especially on their Advanced plan, which compares almost directly with Shopify’s Standard plan.
But – like I mentioned in the introduction, it’s hard to compare their pricing tables directly since they are really different products for different audiences.
It’s a bit like comparing the pricing of a motorcycle vs. an SUV.
Sure, the motorcycle is much cheaper and it gets you from A to B. It has wheels, an engine, and it drives on the road just fine. But it’s also meant for a certain type of driving.
It all really comes down to what you need for you project – two wheels that will get you where you need to go or a vehicle that has plenty of room along with lots of features. So let’s look at other differences.
Aside – if you’re curious, Shopify’s $9/mo Lite plan isn’t applicable since it’s more of an inventory/payments software than an online store builder software. You can upload products, manage them, and accept payments, but you can only sell them via other platforms such as a Facebook plugin or a button on an existing website. Same goes with Squarespace’s Business Plan. It’s meant to do a website that happens to have a couple things for sale – not really a full online store solution. I’ll set both those options to the side for the moment.
Onboarding & User Experience
No matter how intuitive and simple a piece of technology is, there’s always that moment of “what am I looking at and what do I do now?”
Onboarding is the process of guiding you past that point. In theory, a huge selling point of online website / store builders is that they have a near-zero learning curve. They have a straightforward process from website concept to website reality.
Shopify has a quick path from free trial signup to site launch. They have guided tours and a very straightforward setup. They also have customer support outreach focused on getting you up and running quickly.
However, Shopify also has many more features, apps, and technical options available that can present a challenge. The most daunting hurdle is linking your domain name to your store. It’s not difficult but is daunting at the mention of “setting your CNAME” (in fairness, you don’t have to direct your domain if you purchase via Shopify for a bit more per year than via a 3rd party).
Since Shopify functions as a platform for payments, offline inventory and more – their website store setup is actually on the second menu of their main dashboard rather than front and center.
Squarespace has a ridiculously fast sign up to live site process. Their backend is fairly intuitive for basic websites. However, they to have a “Squarespace jargon” to get used to. They like to appeal to developers and freelance designers – so there are advanced tools that can clutter simply launching a site.
Their support emails and tours are structured well. But since their software is made for all types of websites, the ecommerce features are a bit buried (and limited) from the perspective of an online store owner.
I would not rule either provider out on onboarding/user experience. But their differences are sort of like a restaurant with a waiter (Shopify) vs. a fast casual restaurant with a menu above the cashier (Squarespace).
If you want more help and more customization, then Shopify is your choice. If you want to quickly see and order from the features, then Squarespace is less daunting.
Part of the overall value of website builders is simple, straightforward design – no web designers necessary.
But good design is hard. And it matters – a lot. A lot of people can spot a good looking website but have a harder time figuring out how to get there. Using a template for a foundation and then customizing it is a good way to get the site you want without paying for a custom design.
Both Shopify and Squarespace use templates (aka “themes”) for design. But they are very different in customization options.
Shopify has a solid drag and drop design feature. You can create any layout element you’d like and drag it into place. You can click and edit any portion of any web page – including both content and design.
But – Shopify does not combine design and content. You have to get your design right – and then add content in a separate area (ie, it’s a template).
Since you can edit HTML/CSS with Shopify, you can build any design possible. There are few, if any, limits to any design that you see on the Internet. Additionally, Shopify has a drag and drop template editor.
Squarespace has a hybrid approach. They famously have beautiful pre-built designs.
They also have drag and drop – and pretty intuitive editing.
But – they also combine design and content with their editor. This approach has tradeoffs. On one hand, you can edit the design for specific pages. On the other hand, your design can go “off-base” pretty quickly – especially with content for hundreds of products.
The other drawback with Squarespace is that their off-the-shelf themes require *a lot* of really good imagery. If you don’t have access to high-quality photography, their themes are not going to work well. Many of Shopify’s designs are fine and functional regardless of product imagery.
They both have large marketplaces for premium designs (in addition to professional designers).
If you are a fan of raw functionality – then you’ll appreciate Shopify’s approach to design. If you want your site to look amazing off the shelf, love to edit details, and have access to good imagery – then you’ll appreciate Squarespace.
The absolute core features of an ecommerce store are a –
- product database
- shopping cart
- checkout page
- payment processor
- order database
That is it.
But, especially in 2017 (and 2018 and beyond), there is a *lot* more than can (and should) go into an ecommerce store. There’s everything from selling via Facebook Messenger to syncing with Amazon FBA to integrating with eBay – not to mention features for executing on marketing fundamentals.
Even for advertising products, there’s selling via Buyable Pins, Google Merchant, Twitter cards, and more. There’s remarketing and coupon codes. There’s A/B testing. There’s inventory synchronization with vendors like AliExpress. And there’s order synchronization with shippers like UPS and USPS.
And that’s all a drop in the bucket.
Obviously, not every store needs every feature. If you are trying to sell a couple T-shirts or a couple specialty products – you certainly don’t need them all. But if you want to grow and expand, you’ll need your options open.
For ecommerce features, Shopify wins hands down, though Squarespace does make it simple to sell your product. Squarespace has a few advanced features (like abandoned cart recovery), but it’s nothing like Shopify.
Shopify not only has more features directly integrated into their platform, but they also have a well-established app store that includes free and paid apps to extend your store with every feature you could possibly need.
That said, this section is a bit unfair to Squarespace, because, again, they are a general website builder that includes ecommerce. Shopify is strictly an ecommerce platform.
If Shopify didn’t “win” on ecommerce features it would be a surprise. Technically, Squarespace competes more with the likes of Weebly and Wix or WordPress who are also website builders that provide core ecommerce features.
In short – if you need core ecommerce features integrated in a simple, straightforward way, then Squarespace is fine. If you actually need a full suite of ecommerce features to grow, then Shopify is hands-down better.
Technical features are all the web development best practices that don’t really “matter”…until they matter a lot. I’m talking about generating clean URLs, editable metadata, allowing page-level redirects, etc.
On this point, Shopify does very well – and not just compared to Squarespace, but compared to any hosted platform.
Traditionally, hosted platforms presented a risk for web designers, developers, and marketers who wanted to work on the technical aspects of the site.
I know that I flinch anytime a prospective client tells me they are on a hosted platform of any kind.
But Shopify and Squarespace perform well in general. Many skeptics of hosted platforms note that they actually take care of the technical features well. You still don’t have FTP access to your server, but you do have access to change things via their Liquid editor (Shopify) or Developer Mode (Squarespace).
Where they differ (especially for me) is in their potential for technical features. And again, here, Shopify’s app store is their “killer” feature. Even if a feature is not native to Shopify, a non-developer can usually add it.
On the flip side, Squarespace has a lot of native features that simply “work” – and a process of continually adding & revising existing features.
Both Squarespace and Shopify have inherent limitations as hosted platforms (ie, when you leave, you a lot of your data), but Shopify does a bit more to eliminate the weaknesses and capitalize on strengths as a hosted platform.
In Field of Dreams, Kevin Costner’s character says “if you build it, they will come.” Sadly, that is not true about websites. Like any business, you have to actively promote and market your online store for anyone to show up.
Marketing features like custom metadata, open graph information, Schema markups, email signups, share buttons, landing pages, etc all make marketing your site a lot easier.
For marketing features, both Shopify and Squarespace both do really well. They support header scripts. They integrate with many products. They add meta data, product schema and open graph tags automatically.
But like design & ecommerce features, there’s the same catch. For an ecommerce store owner, Shopify has many more (and higher quality) built-in features plus a better, more developed app store.
Squarespace has core marketing features built-in, but with more limits.
Support & Service
Customer support and service are difficult to judge. Like I’ve said in most of my reviews, a single customer can never really know if they happened upon a disgruntled rookie or if the company is really that bad.
That said, there are ways to look at a company’s investment in both customer services and support.
For Shopify vs. Squarespace, I think the clear “winner” is Shopify. Shopify not only provides more channels for customer service (phone, chat, email, forums, social media, etc), they also have an incredibly extensive help center.
The help center not only tackles technical issues, it also tackles customer success issues (aka problems with making money).
Squarespace has email support, and limited chat support – but no phone. Their knowledgebase does not have the attention or the depth that Shopify has.
So Shopify vs. Squarespace – which one is a better fit for your project?
If you plan on running a growing online store and want all the features possible, then you should go try Shopify.
If you want a simple store – or a general site with a beautiful look, then Squarespace might be a good fit for you.
Also – bookmark my post on creating an ecommerce marketing strategy here.