wordpress ecommerce plugins review

WordPress E-commerce Plugin Showdown: WooCommerce vs Shopify and BigCommerce

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Last Updated on August 6, 2019

Are you a WordPress user looking to jump into the e-commerce game? Wondering which plugin to use?

We tried out three of the biggest WordPress e-commerce tools: Shopify’s Buy Button, BigCommerce’s WordPress plugin and WooCommerce, a full-featured WordPress plugin.

What are the pros and cons of these plugins? Read on to discover some surprises.

Comparison Table: WordPress E-Commerce Plugins

 Shopify Buy ButtonWooCommerce PluginBigCommerce Plugin
CostStarts at $9FreeStarts at $29.95
Ease of useVery SimpleEasy to UseLearning Curve
Support24/7Help Desk for a fee24/7
ScalablityNoneVery ScalableVery Scalable

Note: Shopify’s first WordPress plugin was launched in 2016; it is no longer available and has been replaced with the new “Shopify Buy Button.”

Not a WordPress user? Check out the full Shopify and BigCommerce platforms: they provide a pre-built online store and everything you need to start selling.

Ease of Use

On ease of use, Shopify’s Buy Button wins hands down, but WooCommerce comes in a solid second, particularly if you need more features.

shopify wordpress

Shopify: Easy to Add to WordPress

The Shopify Buy Button lets you turn any WordPress site into a store through embeddable products and hosted check out.

You can get it via their lowest-priced plan: Shopify Lite, which starts at $9 a month plus transaction fees.

Installation is done by adding HTML code to your site or generating a checkout link. Features are limited, of course, but it is an incredibly easy way to start selling products.

WooCommerce: Get One-Click Installation

WooCommerce is incredibly easy to use and install. In fact, many web hosts offer one-click installation. (You will need to find a WordPress web host.)

woocommerce homepage


Once activated, the plugin walks you through setting up things like:

  • Shipping
  • Adding products
  • Setting taxes

Tabs make set up intuitive, especially if you are used to WordPress.

BigCommerce: Simple to Install

BigCommerce plugin installation is simple through the plugin option in WordPress. Once you download and install, you head over to BigCommerce to create your store and choose a plan.

bigcommerce wordpress

It is important to note that the plugin is free, but you will still need to choose a plan and connect the plugin to your store to start selling.

There are four plans to choose from starting at $29.99 a month.

firewire surfboards wordpress
Firewire sells its iconic surfboards via this WordPress site, using the BigCommerce plugin. Firewire is the brand of world champion surfer Kelly Slater. Browse Firewire to see what’s possible.

Products and Catalog

The first thing to consider when choosing a WordPress e-commerce platform is what you are trying to sell.

In this area, BigCommerce wins by making it simple to sell any type of product — digital or physical.

What Type of Products Can You Sell?

Shopify’s Buy Button allows you to sell physical products. You can sell digital products by pairing it with the Digital Downloads app, but you will have to have a paid plan (not Shopify Lite).

WooCommerce’s plugin allows you to sell physical and digital goods as well as affiliate products from online marketplaces. Using their premium (paid) extensions, sellers can also offer booking, memberships, and subscriptions.

BigCommerce allows you to sell digital or physical products. Appointment booking can be added via the app.

Adding Products

How do you actually add a product for each plugin? Here is a quick rundown.

For Shopify’s Buy Button, you will add a product to your Shopify store, customize your button, then generate the embed code. Once you have the code, you will copy the code and add it to your blog post.

WooCommerce allows you to add products by the click of a mouse. The process is very similar to adding a page in WordPress.

Shortcodes allow you to further embed products on specific pages.

They have also released a Products block feature plugin that works hand in hand with the new Gutenberg editor.

airstream store
The Airstream store uses WooCommerce. Visit the site to interact with their product displays.

Bulk Import With BigCommerce

BigCommerce makes it easy to add single products right in WordPress or you can choose to do a bulk import using a CSV-formatted file.

If you want to migrate your catalog from another site, you’ll need to use an app or the API. (Note: This would need to be done in the storefront, not the plugin.)

Product Search and Display Options

Will shoppers be able to sort, filter, and search in your store? Need to add multiple images? Worried you won’t be able to upload your entire inventory?

Here is what you need to know about product options.

Shopify Buy Button: No Sort or Filter

The Buy Button allows you to embed single products or collections of products, and that is about it. You don’t have access to sort and filter capabilities.

WooCommerce Plugin: Advanced Options

Nearly everything is unlimited in WooCommerce, including the number of products, images, and galleries. They offer advanced filter and product sorting, so customers can find the perfect product.

Enterprise level selling is possible due to the wide range of extensions and unlimited products. (You may need to upgrade to a better e-commerce host.)

Nearly any feature you are looking for can be added via an extension, including a 360-degree view. (Here are all the product page extensions.)

fusion jerky homepage
The Fusion Jerky website uses WooCommerce. Food bloggers who plan on selling their own products can easily do so with WooCommerce.

BigCommerce Plugin: Advanced Options for a Fee

This plugin offers a highly customizable product catalog with more than 250 product values for a single option and up to 600 SKUs per product.

Other features include the ability to display remaining inventory count and the ability for users to filter and sort in dozens of ways including by color, size, and price. You can highlight new, related, or best selling products as you see fit.

These features create an easily scalable e-commerce experience built with large, complex catalogs in mind. However, product filtering is only available for Pro and Enterprise plans.

2hounds homepage
The 2Hounds Design store is built with WooCommerce. The effective home page features an eye-grabbing photo of one of their “freedom harnesses,” images of best-selling products, and a video along with a “shop now button.”

International Selling Features: Currencies, Shipping, Taxes

Looking to take over the world? Here is what you need to know about international selling for all three plugins.

Shopify’s Buy Button does not appear to offer any special international selling features.

The WooCommerce plugin does not offer many international selling features out of the box.

You can limit shipping to specific countries, and that is about it. As you may expect, you can add nearly any features needed through extensions.

BigCommerce: Real-Time Carrier Quotes and More

BigCommerce offers robust international shipping features, including tax calculation, streamlined global shipping features, and real-time carrier quotes.

In the storefront, you can add currencies so foreign visitors can view prices in their own currencies. All transactions are processed in your store’s default currency.

BigCommerce is the clear winner out of the box here, but you can build just about anything you need in WooCommerce, including changing currency views.

Marketing and Sales

The winner really depends on your needs, but BigCommerce comes in first with the most features out of the box.

Selling on Amazon, eBay, and Beyond

Can you run e-commerce operations across your WordPress website and other channels like Amazon and eBay — from a single dashboard? (This is called “multi-channel” selling.)

Here is what you need to know.

Shopify’s Buy button is aimed at letting current site owners add product to their current website, so there are no multi-channel features.

Multi-channel selling isn’t possible out of the box with WooCommerce. If you want to manage multiple stores or channels, you will need to add additional extensions.

WooCommerce Extensions for Multi-Channel Selling

A review of the WooCommerce Extension Store indicates there are 3 extensions available for multi-channel selling:

  • An extension that enables synced selling on Amazon and eBay
  • An extension that enables selling on Facebook
  • A Google Product Feed extension, that sends information to the Google Merchant Center which is a “a prerequisite for setting up Product Ads.”

ChannelUnity As An Extension

Sellers who want to use WooCommerce but want to sell on more channels than those listed may want to check out ChannelUnity.

It is a third-party plugin that will give you access to automated selling on sites like:

  • Amazon
  • Etsy
  • eBay
  • newegg
  • Walmart
  • Wayfair

ChannelUnity works with WooCommerce and the Shopify and BigCommerce full-featured platforms.

BigCommerce Plugin For Multi-Channel Selling

BigCommerce’s plugin allows you to manage multi-channel selling simultaneously, including:

  • eBay
  • Amazon
  • Facebook
  • Instagram
  • Google Shopping

Automatic inventory syncing is also included.

Discount and Sales Options

Being able to easily offer discounts and sales on single products, or even classes of products (e.g. all t-shirts), is a time-saver.

In digital marketing online discounts are often set up to be:

  • Limited in duration (such as holiday sales);
  • Location-based (individuals in or near a zip code receive a discount);
  • Available only to certain types of customers (e.g. offered only to customers who previously purchased a specific product)

Shopify Discounts: Not Available With the Buy Button

There is no online documentation indicating that discounts or sales features are available via the Shopify Buy Button.

(Shopify’s full platform offers plenty of discount and code options, including the ability to create discounts based on value or percentage. You can limit time, set discount for shipping and much more.)

WooCommerce: Bulk Discounts, Dynamic Pricing, and More

WooCommerce allows you to create and manage coupons right from your WordPress dashboard.

You can also create sales, discount codes, and card discounts. Extensions like Discount Rules for WooCommerce let you create bulk discounts, dynamic pricing, and more.

millionaire gallery woocommerce
The Millionaire Gallery uses WooCommerce. After placing an item in the shopping cart, buyers are asked whether they have a promotional code

BigCommerce: Many Options Including Free Shipping

BigCommerce allows you to offer a wide range of discounts and sales, including discounts off amounts, specific items, percentages, and shipping discounts (including free shipping).

Gift Certificates

The Shopify Buy Buttons can be used to sell gift cards.

To sell and accept gift certificates through WooCommerce, you will need to add another plugin.

BigCommerce offers gift certificate options through the storefront, not through the plugin. Text and images can be customized, and they offer several themes to choose from.

Abandoned Cart Recovery

Losing sales to cart abandonment? Here is how these plugins help reel customers back in.

Shopify limits this feature to their upper tier plans, so if you go with Shopify Lite to power your Buy Button, you won’t have this option.

WooCommerce allows you to automate several different types of emails, including abandoned carts. It is a bit complex to set up, but this documentation walks you through it.

BigCommerce does allow you to send automatic abandoned cart emails, though you have to access it through the storefront, not the WordPress plugin.

This BigCommerce video provides tips on effective emails for cart recovery.

Product Recommendations

Shopify’s Buy Button has no features for recommendations.

WooCommerce defaults to selecting random products to fill the recommendation section. A plugin can give you more control, such as Custom Related Products for WooCommerce.

BigCommerce WordPress plugin does not currently offer product recommendations out of the box, but you can use apps to extend functionality.

For example, the BigCommerce app Unbxd offers personalized product recommendations based on location, category, previously viewed items, and more. You will add this to your BigCommerce storefront.

Checkout: Shopping Carts, Payments, PCI Compliance, Shipping

BigCommerce wins in this category, by taking care of PCI compliance for you and offering the most features.

WooCommerce is hands-off when it comes to PCI compliance. Like BigCommerce, it doesn’t charge transaction fees.

PCI Compliance

PCI compliance is critical to protecting your customers’ data. Here is where each plugin stands.

Shopify is PCI compliant, and this extends to all online stores powered by Shopify.

WooCommerce does not handle PCI compliance. They do offer documentation on this.

Know that the burden of PCI compliance will fall on the payment gateway that you choose, such as PayPal or Stripe. Both PayPal and Stripe are PCI compliant.

BigCommerce is PCI compliant, but offers no details. They state:

Taking on your own PCI compliance comes with a huge amount of liability and risk. BigCommerce powers the full checkout experience, assuming the burden of PCI compliance for you.

Payments and Checkout

BigCommerce wins out of the box, but WooCommerce comes in as a strong second with the ability to add features via extensions.

Shopify’s Buy Button: 100+ Payment Gateways

The button is powered through Shopify, so you have access to 100+ payment gateways.

Transaction fees vary based on your plan, but start at 2.9% and go down from there.

WooCommerce: 100+ Payment Gateways Plus Robust Tax Calculation

The plugin supports more than 100 different payment gateways, including PayPal, Stripe, and even obscure payment gateways. This allows shop owners to sell worldwide, even to countries that use niche gateways.

Unlike BigCommerce, which negotiates fees with payment options, you may pay a bit more for processing. But, WooCommerce doesn’t add on their own fees.

WooCommerce offers robust tax options, including the ability to set taxes by location.

woocommerce tax

BigCommerce: Advanced and International Options

BigCommerce offers advanced payment features out of the box, including global payment gateways, taxes, shipping calculators, and foreign currency handling.

As for payments, they have more than 65 pre-integrated payment gateways. This includes the most popular gateways, such as PayPal, Apple Pay, Amazon Pay, and Stripe, as well as local payments methods through Ayden.

Transaction fees start at 2.9% + $0.30 per transaction but decrease as you scale.

Shipping Features

Shopify’s Buy Button is powered through your Shopify checkout, so you have access to all their shipping features, including the ability to show rates at check out and print labels.

WooCommerce offers several built-in shipping methods, including free shipping, flat rate shipping, and local pickup (free or for a fee).

WooServices is a built-in feature that calculates USPS or Canadian shipping charges, and even lets you print labels.

Need to add charges for oversized, heavy, or fragile goods? You can do that using Shipping Classes.

Drop Shipping

For drop shipping, you will need to add an extension like this one.

BigCommerce offers instant access (no need for addition coding or extensions!) to tons of shipping features, including:

  • Shipping calculator
  • Support for all major shipping carriers
  • Ability to offer free shipping, flat rates, and drop shipping
  • Streamlined global shipping options

BigCommerce does not appear to offer a local pick up option.

Administrative: Interface and Reports

Reports let you learn more about who your customers are and what they do. WooCommerce and BigCommerce tie on this feature.

No Reporting Via Shopify Buy Button

Shopify Button Buy does not offer reporting features. Reports are based on the Shopify plan you choose. View report options here.

WooCommerce: User-Friendly, Robust Options

WooCommerce offers robust, easy to use reporting features. WooCommerce users view them by navigating in the WordPress dashboard to WooCommerce > Reports.

There, you can sort reports by orders, customers, stock, taxes, sales date, category, products, and much more. You can view the full range of reports here.

Here is an example of Sales by Date report:

woocommerce sales report

BigCommerce: Easy-to-Use, Robust Analytics

BigCommerce now offers very robust analytics and reporting for multiple stores in a clean, easy to use interface.

bigcommerce wordpress store report
View of the overview report from the BigCommerce website highlights important stats.

Reports include:

  • Store overview, where you can see abandoned carts, top products, top visits by origin, etc.
  • A real-time report, where you can see real-time activity and can be applied to other reports.
  • Abandoned cart recovery report, where you can see if your abandoned cart recovery strategies are working.

Here is the full list of available reports.

Plugin Performance and Support

When it comes to support, you get what you pay for.

WooCommerce is free, but you will have to dig into documentation if you get stuck. BigCommerce will hold your hand — for a price. What type of customer support is available?

Shopify Buy Button: 24/7 Support

Shopify has no “performance” features to speak of, it is a simple code you embed on your site. They do offer 24/7 support by email, live chat, or phone.

WooCommerce: Help Desk is a Paid Option

Support: WooCommerce’s plugin is totally free, so support is limited to the support forum and online documentation. If you purchase a premium extension, you will get access to WooCommerce’s help desk.

woocommerce help
Above: The WooCommmerce support portal

Software is Regularly Updated

The plugin does receive regular updates to fix bugs and resolve issues.

Performance: WooCommerce doesn’t offer any specific details about speed, support of Google AMP, or other performance metrics. However, they do offer this documentation to help fix a slow site.

(Google AMP is a technology designed to speed up mobile versions of websites.)

BigCommerce: 24/7 Support

Support: All BigCommerce plugin users have access to their US-based 24/7 support team by phone, chat or email.

If you choose an enterprise package, you have access to additional dedicated support teams. They also have a pretty robust help center if you prefer.

Google AMP support

Performance: This plugin takes care of all the heavy lifting, so your site stays fast. You also get AMP support, though you will need to activate the Google AMP plugin first.

Developer Options

Need full access to the code of your e-commerce option? BigCommerce is the clear winner here, with full access and plenty of documentation. Here is what all three options bring to the table.

Shopify Buy Button: No Developer Access

There are no developer options for the Buy Button feature.

WooCommerce Plugin: Open Source

WooCommerce is an open source plugin that gives developers complete control to modify, adapt, and grow. They offer extensive documentation and a growing community of WooCommerce users and developers.

Developers also have access to the REST API for more customization options.

BigCommerce Plugin: Also Open Source

This plugin is open source, which means developers are free to fork, extend, and modify as they see fit. This includes customizing product cards, your cart, and lists with no plugin interference.

BigCommerce also offers a full codebase of hooks and a growing online community to answer questions and debate strategies.


Here are some of the most common Q&As on WordPress e-commerce plugins.

If you have a question that has not been answered in this review, please share it in the comments below this article. We’d love to research it for you and provide you with an answer.

Can you use WooCommerce without WordPress?

No, you cannot use WooCommerce without WordPress. WooCommerce is a WordPress plugin.

This means it is designed to work on the WordPress CMS (content management system) only. For more information, visit the WooCommerce website.

How much does WooCommerce cost?

WooCommerce is an open source plugin so it is free to use. There are, however, are other costs to consider.

For example, to add functionality to WooCommerce you can select from a large library of extensions. Some of these are free and some are not. You’ll need to pay for web hosting for your WordPress-WooCommerce store.

How do I migrate from Shopify to WooCommerce?

To migrate from Shopify to WooCommerce, consider using the Cart2Cart WordPress plugin. This plugin boasts an automated data migration that includes metadata.

Note: We have not used or tested this particular plugin. We recommend you do your own research on it.

woocommerce logo

Explore WooCommerce

bigcommerce logo

Explore the BigCommerce WordPress plugin

shopify logo

Explore the Shopify Buy Button


Which is WordPress e-commerce plugin is right for you? It depends on your needs. Shopify’s Buy Button is the best way to add a few products to an existing site.

If you need to scale or want more features, you’ll want to consider either WooCommerce or BigCommerce!

Contributing Editor: Sherrie Gossett

Danielle is a Chicago-based editor and writer who specializes in digital marketing. She spends her days brandishing a red pen and her nights dreaming of a world where everyone uses the Oxford comma.