Web Development
Shopify vs a Custom Next.js Website: Which One Fits Your Business Stage?
Web DevelopmentThe short version
Shopify is a hosted store platform. You configure it, pick a theme, add apps and start selling. A custom Next.js website is built from code to your exact needs, and you host and maintain it. Neither is better in general. They fit different stages.
When Shopify is the right call
- You sell physical products and want to launch in weeks, not months.
- You want payments, inventory, shipping tools and discounts working out of the box.
- Your team is non-technical and needs to manage products themselves.
- You would rather pay a subscription than maintain code.
For an early D2C brand this is usually the sensible first move, as we describe in our D2C launch playbook.
When a custom Next.js site makes sense
- You need custom experiences: product configurators, booking flows, dashboards, unusual navigation.
- You are building a product or platform, not only a catalogue.
- Performance and design control matter a lot, and you do not want theme limits.
- You want your content, SEO structure and integrations exactly as you decide.
Our own website is built this way. We also rebuilt the platform for Discovered.TV, where the product itself was the website; the details are in the case studies.
Cost: what you actually pay
Shopify has a lower cost to start: a subscription, a theme and the apps you choose, plus transaction and payment fees. Costs creep as you add apps.
A custom site costs more up front because someone designs and builds it, and you pay for hosting and ongoing maintenance. In return you own the code and are not renting features. Ask for a written scope in either case.
Speed and SEO
Both can be fast and rank well if built carefully. Shopify stores slow down when packed with apps and heavy images. A custom site is fast only if built with discipline; we have written about the mistakes that make sites slow in our PageSpeed story.
A practical rule of thumb
If you can describe your site as "a store with products", start with Shopify. If you find yourself saying "it needs to do X, and nothing off the shelf does X", talk to a developer. You can also mix: Shopify for the checkout and a custom front end on top.
Frequently asked questions
Is Shopify or a custom website cheaper?
Shopify is usually cheaper to start. A custom site costs more up front but may cost less over time if you avoid recurring app fees. It depends on your needs.
Can I move from Shopify to a custom site later?
Yes. Many brands do once they outgrow templates. Plan your product data and URLs so the move keeps your SEO.
Is Next.js good for SEO?
Yes, when built well. It can produce fast, crawlable pages and gives you control over metadata and structured data.
Who maintains a custom website?
You or your agency, so agree on maintenance and support up front.