Planning on creating a DTC site for your Amazon brand but don’t know which option to use? We know the struggle, so we made this guide to compare WooCommerce vs Shopify in a way that makes sense for sellers like you.
More and more Amazon sellers are looking into building a DTC site for various reasons, like wanting more control over branding, pricing, and customer relationships. Whatever the reason, this kind of setup is also smart because it can help Amazon sellers broaden their revenue streams and build long-term brand equity.
However, doing this can be tricky, especially if you have no clue how to even start a DTC site. The good news is that there are options like WooCommerce and Shopify that can make it easier, even for beginners, but which one actually delivers better ROI?
This guide compares WooCommerce vs Shopify for Amazon sellers who want to build a DTC site, breaking down pricing, revenue potential, setup, support, SEO, marketing, and ease of use. Learn which platform aligns better with your skills, budget, and business goals to make your transition off Amazon more profitable and sustainable.
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Transitioning from Amazon to DTC?
Building a DTC site can feel overwhelming, but you don’t have to do it alone. Contact our full-service Amazon agency today. We offer DTC setup, strategy, and support to help you launch faster and sell smarter, without losing momentum.
What Is WooCommerce?
WooCommerce is a free plugin that helps sellers create a Direct-to-Consumer (DTC) site using WordPress. It’s ideal for those who want full control over how their store looks, functions, and operates.
With WooCommerce, Amazon sellers can build a custom website that matches their brand and connects directly with customers. It’s flexible, scalable, and great for those who don’t mind a little more hands-on setup.
Benefits of Using WooCommerce
Using WooCommerce to build a DTC site is a solid option for Amazon sellers since it gives them a lot more control over how their brand is presented and how the store runs. Below are the main reasons why Amazon sellers choose WooCommerce to create their DTC site:
- Full control over site design, customer data, and checkout.
- You can tweak anything you want, including themes, plugins, and even code.
- WooCommerce itself is free, and you only pay for hosting and any premium tools you choose.
- Perfect for sellers who want strong SEO, blog features, and total content control.
- Supports multiple payment gateways without forcing you into one system.
Drawbacks of Using WooCommerce
Even though WooCommerce is a great option, just like any other platform, it also has some disadvantages that you should take note of so you become aware of them.
- Not as beginner-friendly if you’ve never used WordPress.
- You’ll need to handle hosting, backups, and updates yourself.
- Using too many add-ons can slow down your site.
- Extra features cost more, and many useful extensions aren’t free.
- Security isn’t built-in, so you need to set up your own SSL and security tools.
What Is Shopify?
Shopify is an e-commerce website builder that even beginner sellers can use to sell their products directly to consumers. It’s a fully hosted platform, which means you don’t need to worry about coding, hosting, or managing the backend since everything is already built in.
Amazon sellers use Shopify to create branded storefronts, manage inventory, and connect directly with their customers outside of Amazon. It’s a solid option for sellers who want an easy, scalable setup with built-in tools for design, payments, and marketing.
Benefits of Using Shopify
Around 2.6 million online stores use Shopify to build, run, and grow their ecommerce businesses. This is because the platform offers a lot of benefits, such as:
- Shopify is easy to set up, so you can launch a working store right after sign-up with no coding needed.
- It has a simple interface, and tools make it ideal even for non-technical sellers.
- Thousands of Shopify apps are available to automate tasks, boost sales, and improve operations.
- Offers clean, mobile-ready designs that make your brand look polished.
- Reliable customer service to help when things go wrong or you get stuck.
Drawbacks of Using Shopify
There are also some disadvantages to using Shopify. While it’s a strong platform, it does have limitations that Amazon sellers should be aware of.
- You can’t fully control design or features without using paid apps or hiring a developer.
- Expenses stack up quickly with subscription fees, apps, and add-ons.
- You are fully responsible for bringing in visitors through ads or SEO.
- There are only a few free themes, and most high-quality templates cost extra.
- It’s easy to start, but mastering all the tools takes time.
Key Differences Between WooCommerce and Shopify
Both WooCommerce and Shopify are great options for Amazon sellers who want to start building a DTC site. But there are key differences between the two, and knowing them can help you make a smarter decision when choosing the right platform for your business goals.
| Factor | WooCommerce | Shopify |
|---|---|---|
|
Seller Requirements |
More setup steps: hosting, SSL, WordPress install, plugin setup |
Faster setup: pick a plan, add products, go live |
|
Pricing |
Free plugin, but pay for hosting, themes, SSL, plugins (~$30–$70/mo total) |
Starts at $29/mo, plus paid apps and themes add up |
|
Revenue Potential |
Higher potential profit margins with lower platform costs and more control over fees and UX. |
Faster time-to-revenue thanks to built-in features and tools, but ongoing costs can add up. |
|
User Experience |
Requires more tech skills; highly manual |
Beginner-friendly; everything in one dashboard |
|
Customizability |
Full control with WordPress themes/plugins and code access |
Limited unless on Shopify Plus; design and features are plan-dependent |
|
SEO |
Advanced SEO control with plugins like Yoast |
Good built-in tools, but limited deep customization |
|
Marketing Options |
Very flexible via plugins, but setup-heavy |
Built-in features + easy-to-use apps (but some cost extra) |
|
Security & Maintenance |
You handle hosting, updates, security, and backups |
Shopify handles security, updates, and compliance for you |
|
Seller Support |
Limited support; mostly community and plugin-based |
24/7 live chat, email, and phone support included |
|
Migrating From Amazon |
Steeper learning curve; more manual setup needed |
Easier transition; better for sellers without dev experience |
1. Seller Requirements
What use is a platform if it makes you go through a series of mazes just to start selling? This is why knowing seller requirements is a must, so you can figure out early if using either WooCommerce or Shopify is going to take too much effort or paperwork you’re not ready for.
Seller Requirements for WooCommerce
- Register your business (e.g., LLC, Sole Proprietor) with your state.
- Get an EIN (Employer Identification Number) from the IRS.
- Purchase a domain name (yourbrand.com).
- Obtain web hosting.
- Install WordPress and the WooCommerce plugin.
- Secure an SSL Certificate for your site.
- Set up a payment gateway.
- Display a Privacy Policy, Terms & Conditions, and a Return Policy on your site.
- Have products ready to sell.
- Have a fulfillment plan.
Seller Requirements for Shopify
- Register your business with your state.
- Get an EIN (Employer Identification Number) from the IRS.
- Choose and pay for a Shopify plan.
- Purchase or connect a domain name.
- Set up a payment gateway.
- Add a Privacy Policy, Terms & Conditions, and a Return Policy to your store.
- Have products ready to sell.
- Have a fulfillment plan.
2. Pricing Plans
When sellers think of using a platform to build a DTC site, they need to seriously consider the pricing plans of the tool they’ll be using. It might seem like a small cost, especially for those already earning well on Amazon, but if the pricing plan includes extra charges for apps, themes, or transactions, those fees can stack up and cut into profit margins fast.
Brands find WooCommerce to be a really affordable option when it comes to pricing since it’s generally less expensive than Shopify. You can literally start using it for free, which is great for budget-conscious sellers, but you’ll still need to pay for things like web hosting, domain registration, paid themes, and possibly some extensions.
| Cost Item | Estimated Price | Notes |
|---|---|---|
|
Platform Fee |
Free |
WooCommerce plugin is free to install and use |
|
Web Hosting |
$15–$30/month |
Basic shared or managed hosting for small to mid-sized stores |
|
Domain Name |
~$10–$20/year |
Your custom URL (e.g., yourbrand.com) |
|
SSL Certificate |
Free (via hosting) – $65/year |
Most hosting providers include this for free |
|
Theme |
Free – $129/year |
Free themes are usable; premium themes offer better design |
|
Payment Fees |
2.9% + $0.30 per transaction |
Standard rate for Stripe, PayPal, or WooPayments |
Shopify, on the other hand, tends to cost more upfront since the most affordable plan starts at $29 per month. That entry plan only allows basic features and is best for simple stores, while more advanced tools and support require higher-tier subscriptions.
| Plan Tier | Monthly Fee (Yearly Billing) | Monthly Fee (Monthly Billing) | Key Features |
|---|---|---|---|
|
Basic |
$29 |
$39 |
Online store, basic reports, 2 staff accounts |
|
Shopify |
$79 |
$105 |
Better reports, more accounts, lower credit card fees |
|
Advanced |
$299 |
$399 |
Advanced analytics, lower shipping rates, more customization |
|
First 3 Months |
$1/month (promo) |
— |
Limited-time offer for new users |
3. Revenue Potential
At the end of the day, revenue is what matters most. The whole point of moving into DTC is to generate more sales while keeping more of your profits, so choosing a platform that helps you do that with less friction and fewer surprise costs is key.
WooCommerce gives sellers more control over margins thanks to lower platform fees and total flexibility in design, payments, and marketing. For sellers who are comfortable with setup and optimization (or have a developer), this control can lead to higher conversion rates, better customer experiences, and bigger long-term profit.
Shopify helps sellers go live faster and focus on selling, not tech headaches. It offers powerful apps and built-in marketing tools that help drive sales right away, but the monthly costs and app fees can start to cut into profit if you’re not careful about what’s truly helping your bottom line.
4. User Experience
User experience is a big deal when choosing a platform because if you can’t manage it well, there’s no point in using it. This matters even more if you plan on handling things yourself, since some platforms take way more time, effort, and tech skills to figure out, and not every seller has that to spare.
WooCommerce gives sellers total control, but it’s not the easiest platform to figure out, especially for beginners. You’ll need to deal with hosting, install WordPress, set up plugins manually, and handle security and backups on your own, which can slow you down if you’re not tech-savvy.
Shopify is way easier to use and is built for non-technical sellers. Everything is already set up in one place; just create an account, choose a theme, upload your products, and you can launch your store in hours without touching any code.
5. Customizability
Most Amazon sellers who go into DTC do it because they want the freedom to customize their site and show off their brand the way they want. Both WooCommerce and Shopify offer this flexibility, but the level of control you get from each is very different.
WooCommerce offers full customization with access to thousands of WordPress plugins, themes, and code-level control. If you or your developer knows WordPress, you can make your store look and function exactly how you want; nothing is off-limits.
Shopify gives you access to sleek templates and a wide app store, but customization is more limited unless you upgrade to Shopify Plus or know how to code in Liquid. You can still change your store’s look and add features, but your flexibility is boxed in by what your plan allows.
6. SEO Capabilities
SEO is what helps your DTC site get found on Google, so it’s something you shouldn’t overlook when choosing a platform. A store that ranks well brings in more organic traffic, which means less money spent on ads and more chances to convert customers for free.
WooCommerce has stronger SEO capabilities because it runs on WordPress, a content-first platform, with access to powerful plugins like Yoast SEO. You can customize URLs, metadata, site structure, and implement advanced SEO tactics like schema markup for product listings.
Shopify comes with built-in SEO features that are easier for beginners to use, but not as flexible. You can edit meta titles, descriptions, alt text, and redirects, but things like URL structure and deeper SEO customization are more limited unless you rely on third-party apps.
7. Marketing Options
No matter how good your products are, they won’t sell themselves. Choosing a platform with the right marketing tools helps you promote your store in a way that fits your brand and budget without needing a huge team to do it.
WooCommerce gives you flexibility to market however you want, but most features rely on third-party plugins. From email to loyalty programs and affiliate tools, you get full control, but it also means more setup and ongoing management.
Shopify comes with built-in marketing features like email, abandoned cart recovery, and ad integrations that make it easier for sellers to launch campaigns fast. Most advanced features are app-based, and while it’s more streamlined, it may cost more long term.
| Marketing Option | WooCommerce (via Plugins) | Shopify (Built-in / Apps) |
|---|---|---|
|
MailPoet, Mailchimp, ActiveCampaign |
Shopify Email, Klaviyo, Omnisend |
|
|
Social Media Marketing |
Plugin-based integrations |
Direct integrations with Meta, TikTok, etc. |
|
Paid Ads Integration |
Google Ads plugins, Meta ads plugins |
Built-in ad tools, Shopify Audiences |
|
Content Marketing |
WordPress blog (strong feature) |
Basic blog tools only |
|
Affiliate Marketing |
AffiliateWP, Post Affiliate Pro |
Affiliate apps (Refersion, GoAffPro) |
|
Loyalty/Referral Programs |
Smile.io, Yotpo, WooLoyalty |
Smile.io, LoyaltyLion, Rise.ai |
|
SMS Marketing |
Postscript, Twilio, SimpleTexting plugins |
Postscript, SMSBump, Shopify SMS apps |
|
Conversion Rate Tools |
Hotjar, Optimizely, CRO plugins |
CRO apps (A/B testing, countdowns, reviews) |
8. Security and Maintenance
When you’re running your own DTC site, security and maintenance aren’t optional; they’re essential. Whether you’re working solo or with a team, weak security setups or poor upkeep can lead to data loss, fraud, or downtime that kills trust and sales.
Since WooCommerce runs on WordPress, you’re responsible for keeping everything secure, from choosing a secure hosting provider to installing SSL certificates and staying PCI compliant. You’ll also need to handle updates, backups, and plugin maintenance regularly to keep your store running smoothly and safely.
Shopify takes care of most security concerns for you with built-in SSL, PCI compliance, and fraud protection baked into every plan. Because it’s a hosted platform, maintenance is minimal, and you won’t have to worry about managing software updates or external security tools.
9. Seller Support
No matter how much you teach yourself about a platform, there will always come a time when you’ll need help. That’s why having access to reliable seller support is critical since it saves you time and helps you get back to selling faster when issues come up.
WooCommerce support mainly covers its own plugin, extensions, and themes. For everything else, like hosting, WordPress issues, or third-party tools, you’ll need to rely on community forums, FAQs, or hire an expert if you can’t troubleshoot it on your own.
Shopify offers 24/7 support via live chat, email, and phone, no matter what plan you’re on. You’ll also have access to help center articles, community forums, and Shopify Experts if you need hands-on help setting things up or fixing issues.
10. Migrating From Amazon
For Amazon sellers, switching to a DTC platform like WooCommerce or Shopify is a whole different game. If adapting to a new system feels like you’re constantly hitting a wall, that could be your sign that the platform may not be the right fit for your business needs or workflow.
Moving from Amazon to WooCommerce takes serious work, so expect a steep learning curve, especially with hosting, plugin setup, and site security all falling on your shoulders. Product data migration, fulfillment integration, and traffic generation all require a hands-on approach that demands technical skill or the budget to hire someone who has it.
Transitioning to Shopify is generally more beginner-friendly, with fewer technical requirements and a more streamlined setup. However, you’ll still need to handle data imports, learn the Shopify admin system, and build all your marketing from the ground up since you’re no longer relying on Amazon’s built-in traffic.
Build a Real Brand Outside of Amazon
Building your own Shopify or WooCommerce store is one of the smartest ways to protect your brand, own your customer data, and expand your sales channels. Talk to our experts to get started the right way.
WooCommerce vs Shopify: Which Is Better for Your Business?
After learning the key differences between WooCommerce and Shopify, you might already be leaning toward one. But let’s be real, there are a lot of moving parts to consider, and making the “right” choice isn’t always that straightforward.
To help you figure it out faster, we made a quick quiz that can point you in the right direction based on your skills, preferences, and business needs.
FAQs: WooCommerce vs Shopify
Still Can’t Decide Between WooCommerce and Shopify?
Going DTC can be one of the best decisions you make as an Amazon seller because it gives you more control over your brand, customer relationships, and long-term growth. However, if you don’t choose the right platform to support that move, it can lead to more stress, tech issues, and wasted time instead of actual sales.
So don’t just follow the hype, choose the platform that fits your skills, budget, and business goals. Whether it’s WooCommerce’s full control or Shopify’s simplicity, the best choice is the one that makes it easier for you to keep selling and scaling.
Struggling to Transition from Amazon to DTC? Contact our full-service Amazon agency today. We offer DTC services that can help you launch faster and sell smarter.
Build Your DTC Site the Smart Way
Not sure how to turn your Amazon brand into a fully functioning DTC site? Book a coaching call with our team and get one-on-one guidance on building your store the right way, from strategy to setup.
