E-commerce Platform Selection in 2024: Shopify, Commerce Layer, or Custom?

E-commerce platform selection is one of the most consequential technology decisions a retail business makes. The platform you choose constrains your customisation options, integration capabilities, and total cost of ownership for years.

The Build vs. Buy Framework

For most retailers doing under £50M in revenue, a SaaS platform like Shopify Plus offers better economics than a custom build. Above £100M, the limitations of SaaS platforms — in checkout customisation, promotions logic, and international pricing — often justify a composable commerce architecture.