Shopify Plans and Pricing

Choosing the right Shopify plan is a critical decision that affects your store's capabilities, costs, and potential for growth. This chapter provides a comprehensive analysis of Shopify's pricing tiers, helping you select the option that best aligns with your business needs and budget.

Understanding Shopify's Pricing Structure

Shopify offers a tiered pricing model designed to accommodate businesses at different stages of growth. Each plan includes core e-commerce functionality while providing increasingly advanced features at higher price points. Let's examine the complete pricing structure to help you make an informed decision.

Diagram illustrating the progression of Shopify plans from Basic up to Plus, showing increasing features and cost. — Shopify's tiered pricing accommodates businesses at different growth stages, starting from Basic and scaling up to Plus.

(Note: Please source or create an illustration showing a ladder or tiered steps representing Shopify Basic, Shopify, Advanced, and Plus, highlighting key differentiating factors like price or core features. Update the path /illustrations/pricing-structure.svg.)

Core Plan Options

Shopify Basic

$39/month

Transaction Fees:

Online: 2.9% + 30¢ per transaction

In-person: 2.7% per transaction

Third-party payment: 2.0%*

*The third-party payment fee is waived when using Shopify Payments (Shopify, 2025).

Best For: New entrepreneurs launching their first online store with modest sales volume (under $5,000/month)

Shopify

$105/month

✓ Everything in Basic Shopify
✓ Professional reports
✓ Up to 5 staff accounts
✓ Up to 1,000 inventory locations
✓ International domains and currencies
✓ USPS Priority Mail Cubic pricing (Shopify Help Center, 2025) (US only)
✓ Gift cards

Transaction Fees:

Online: 2.6% + 30¢ per transaction

In-person: 2.5% per transaction

Third-party payment: 1.0%*

*The third-party payment fee is waived when using Shopify Payments (Shopify, 2025).

Best For: Established businesses with growing sales volume ($5,000-$15,000/month) needing more detailed analytics

Advanced Shopify

$399/month

Transaction Fees:

Online: 2.4% + 30¢ per transaction

In-person: 2.4% per transaction

Third-party payment: 0.5%*

*The third-party payment fee is waived when using Shopify Payments (Shopify, 2025).

Best For: High-volume merchants ($15,000+ monthly sales) with complex shipping needs and larger staff teams

Shopify Plus

$2,000+/month

✓ Everything in Advanced Shopify
✓ Dedicated Success Manager
✓ Customizable checkout
✓ Script Editor (Shopify Help Center, 2025) for checkout customizations
✓ Launchpad (Shopify Help Center, 2025) for coordinating product launches
✓ Flow (Shopify Plus, 2025) for business process automation
✓ Organization admin for multiple stores
✓ Wholesale channel with password protection
✓ Higher API call limits
✓ Unlimited staff accounts
✓ Up to 1,000 inventory locations

Transaction Fees:

Online: Negotiable credit card rates

No third-party payment provider fee when using Shopify Payments.

Best For: Enterprise businesses with high sales volume ($150,000+ monthly) requiring advanced customization and automation

Specialized Plan Options

In addition to the standard plans, Shopify offers specialized options for specific business needs:

Shopify Starter (Shopify, 2025)

$5/month

A simplified solution for selling through social media and messaging apps.

Core Features:

✓ Sell on social media and messaging apps
✓ Create product links to share anywhere
✓ Accept payments
✓ Basic inventory management
✓ No full online store included

Best For:

Social media influencers, creators with limited products, and side hustles.

Shopify POS Pro (Shopify, 2025)

$89/month per location

An add-on for businesses with physical retail locations (brick-and-mortar retailers).

Core Features:

Best For:

Brick-and-mortar retailers using Shopify for online sales and businesses with both online and physical presence.

Calculating Total Cost of Ownership

The monthly subscription fee is just one component of your total Shopify investment. To accurately budget for your e-commerce operation, consider these additional costs:

(Note: Please source or create an infographic (e.g., pie chart, bar chart) illustrating the various components contributing to the Total Cost of Ownership (TCO) for a Shopify store. Update the path /illustrations/total-cost-ownership.svg.)

Transaction Fees

Transaction fees (Shopify Help Center, 2025) can significantly impact your bottom line, especially as sales volume increases:

Example Calculation:

Store on Shopify plan ($105/month)
Monthly sales: $10,000
Average order value: $50
Number of transactions: 200
Using Shopify Payments: 2.6% + 30¢ per transaction
Monthly transaction fees: ($10,000 * 0.026) + (200 * $0.30) = $260 + $60 = $320

✨ Insight

As this example shows, transaction fees can be a substantial cost. Carefully consider how these fees scale with your projected sales volume when choosing a plan. Higher volume stores often benefit from lower rates on higher-tier plans.

App Costs

Most Shopify stores require additional apps from the Shopify App Store (Shopify App Store, 2025) to extend functionality:

Common App Categories and Costs:

Email marketing: $20-$100/month
SEO tools: $10-$50/month
Upsell and cross-sell: $10-$60/month
Reviews and social proof: $10-$40/month
Advanced Inventory management: $20-$100/month
Shipping and fulfillment: $10-$100/month

🔍 Budgeting Hint

A typical store might spend $50-$250 monthly on apps, depending on complexity and requirements. Factor this into your TCO estimate.

Theme Costs

While Shopify offers free themes, premium themes from the Shopify Theme Store or third parties provide enhanced design and functionality:

Free themes: Limited options with basic customization
Premium themes: $180-$350 one-time purchase
Custom theme development: $5,000-$20,000+

Domain Registration

A professional domain name costs approximately:

Initial registration: $14-$20/year
Domain privacy protection: $0-$10/year

Additional Services

Consider these potential additional expenses:

Professional photography: $500-$2,000 for initial product shots
Copywriting: $300-$1,000 for product descriptions and key pages
Logo design: $300-$1,500
Email hosting: $5-$15/month
Shopify Expert services (Shopify Partners, 2025): Varies widely based on project scope

Sample Total Cost Scenarios

New Entrepreneur

~$175/month

Shopify Basic: $39/month
Transaction fees (50 orders @ $50 avg = $2500 sales): ($2500 * 0.029) + (50 * $0.30) = $72.50 + $15 = ~$88/month
Essential apps (3-5): $40/month
Premium theme: $200 (one-time, ~ $17/month amortized over first year)
Domain: $15/year (~ $1/month)

First-year approximate cost: $2,100

Growing Business

~$625/month

Shopify plan: $105/month
Transaction fees (200 orders @ $50 avg = $10,000 sales): ($10000 * 0.026) + (200 * $0.30) = $260 + $60 = $320/month
Extended app suite (5-8): $120/month
Premium theme with customization: $800 (one-time, ~ $67/month amortized over first year)
Domain: $15/year (~ $1/month)

First-year approximate cost: $7,500

Established Enterprise

~$2,670/month

Advanced Shopify: $399/month
Transaction fees (500 orders @ $50 avg = $25,000 sales): ($25000 * 0.024) + (500 * $0.30) = $600 + $150 = $750/month
Comprehensive app ecosystem (10+): $250/month
Custom theme development: $8,000 (one-time, ~ $667/month amortized over first year)
Multiple domains: $45/year (~ $4/month)

First-year approximate cost: $24,000

Choosing the Right Plan

Follow this structured approach to select the most appropriate Shopify plan for your business:

Step 1: Assess Your Current Needs

Evaluate your immediate requirements:

Sales volume: Projected monthly revenue and number of transactions
Product catalog: Number of products and variants
Team size: How many staff accounts you need
Reporting needs: Basic metrics or advanced analytics
Inventory locations: How many fulfillment locations you operate

Step 2: Consider Growth Trajectory

Factor in your growth plans:

Scaling timeline: How quickly you expect to grow
International expansion: Plans to sell in multiple countries
Channel expansion: Adding marketplaces or social selling
Product line growth: Adding new categories or collections

Step 3: Evaluate Feature Requirements

Identify must-have features:

Shipping requirements: Need for calculated rates or special carriers
Reporting depth: Standard reports vs. custom report builder
Staff permissions: Basic access vs. granular role definitions
Checkout customization: Standard vs. customized experience (Plus only)
Automation needs: Basic workflows vs. complex business processes (Plus only)

Step 4: Calculate ROI

Determine the return on investment (ROI) for each plan:

Graphic comparing costs vs. benefits (like lower transaction fees, advanced features) for different Shopify plans to illustrate ROI. — Calculating ROI helps determine the value proposition of each plan by comparing costs against feature benefits and potential savings.

(Note: Please source or create an illustration demonstrating ROI calculation, perhaps showing a break-even analysis comparing transaction fee savings vs. increased subscription cost for upgrading plans. Update the path /illustrations/roi-calculation.svg.)

Cost difference: Additional monthly expense for higher tier
Value of additional features: How much time/money features save
Transaction fee savings: Reduced rates on higher plans (Calculate your break-even point!)
Growth enablement: How features support revenue growth

Step 5: Start Conservative with Upgrade Path

👍 Recommendation

Consider starting with a lower tier and upgrading as needed. Shopify makes upgrading simple with no migration required. Test business viability before committing to higher costs, and gain experience with the platform before utilizing advanced features.

Plan Comparison Chart

Detailed table comparing key features side-by-side for Shopify Basic, Shopify, Advanced Shopify, and Shopify Plus plans. — A side-by-side comparison of key features across different Shopify plans.

(Note: Please source or create a clear, readable table graphic comparing the features listed below across the four main Shopify plans. Ensure it's accessible and responsive. Update the path /illustrations/plan-comparison-chart.svg.)

Feature	Shopify Basic	Shopify	Advanced Shopify	Shopify Plus
Monthly Price	$39	$105	$399	$2,000+
Online Credit Card Rates (via Shopify Payments)	2.9% + 30¢	2.6% + 30¢	2.4% + 30¢	Negotiable
Third-party Payment Fee (if not using Shopify Payments)	2.0%	1.0%	0.5%	0.0% (Waived)
Staff Accounts	2	5	15	Unlimited
Inventory Locations	Up to 1,000	Up to 1,000	Up to 1,000	Up to 1,000
Professional Reports	✗	✓	✓	✓
Custom Report Builder	✗	✗	✓	✓
Third-party Calculated Shipping	✗	✗ (Can be added for a fee)	✓	✓
Customizable Checkout	✗	✗	✗	✓
Automation Tools (Flow)	✗	✗	✗	✓
Dedicated Support	Standard	Standard	Standard	Dedicated Manager
API Call Limit	Standard	Standard	Standard	Increased

Maximizing Value on Your Plan

Regardless of which plan you choose, implement these strategies to get the most value:

Optimize Transaction Costs

💡 Key Strategy

Use Shopify Payments (Shopify, 2025) whenever possible to eliminate third-party payment fees and potentially get better rates. Also, consider bundling products to increase average order value, which can make the fixed part of the transaction fee less impactful proportionally.

Encourage lower-cost payment methods when appropriate (though options may be limited)
Bundle products to reduce the number of separate transactions per customer

Minimize App Dependencies

Fully utilize built-in features before adding apps
Regularly audit apps and remove unused ones
Look for multi-function apps that replace several single-purpose apps

Leverage Free Resources

Utilize Shopify's free educational resources (Shopify Learn, Shopify Blog, Help Center)
Take advantage of free marketing channels (Google & YouTube channel, Facebook & Instagram channel)
Use Shopify's free tools (e.g., business name generator, logo maker - though professional design is often better)

Strategic Upgrades

🔍 Upgrade Timing

Calculate the break-even point where a higher plan's lower transaction fees save you more money than the increase in the monthly subscription cost. Time plan upgrades to coincide with expected high-volume sales periods or when you hit feature limitations.

Consider seasonal upgrades during peak selling periods if applicable

Plan-Specific Optimization Strategies

For Basic Shopify Users

Maximize the use of the two staff accounts with clear role definitions
Utilize the blog feature extensively for content marketing and SEO
Implement the free abandoned cart recovery feature to boost conversions
Focus on high-margin products to better absorb the higher transaction fees

For Shopify Plan Users

Leverage professional reports to identify optimization opportunities in marketing and sales
Utilize international selling features (like multiple currencies) to expand market reach
Implement gift cards and professional discounts for promotions
Take advantage of USPS Priority Mail Cubic pricing (Shopify Help Center, 2025) if shipping within the US

For Advanced Shopify Users

Implement third-party calculated shipping rates for accurate, competitive shipping options globally
Create custom reports to track specific KPIs crucial to your business model
Leverage the lower transaction fees to potentially offer more competitive pricing or improve margins
Implement duty and import tax calculations for a smoother international checkout experience

For Shopify Plus Users

Leverage Shopify Flow for automating repetitive tasks like customer segmentation, fraud detection, and inventory alerts
Implement Launchpad for scheduling and coordinating product releases, sales events, and theme changes
Utilize the Script Editor (or Shopify Functions) for advanced checkout customizations like tiered pricing or unique shipping rules
Work closely with your dedicated Success Manager to identify platform optimization opportunities and get early access to betas

Trial and Evaluation Strategy

Shopify typically offers a free trial (length may vary, check Shopify's site for current offers). Maximize this evaluation period:

Before Starting Your Trial

Complete your business plan and define core requirements
Prepare sample product information and images
Research potential themes and essential apps
Create a trial evaluation checklist based on your requirements

During Your Trial

Set up basic store structure (navigation, collections) and add sample products
Test the checkout process thoroughly (both desktop and mobile)
Explore reporting and analytics capabilities relevant to the plan you're testing
Install and evaluate 1-2 critical apps
Test mobile responsiveness and overall user experience of your chosen theme

After Your Trial

Review your experience against your requirements checklist
Calculate projected total monthly costs including apps and estimated transaction fees
Consider starting with a lower tier if uncertain about immediate volume or feature needs
Remember you can upgrade (or sometimes downgrade) at any time as your business evolves

Plan Upgrade Indicators

Watch for these signs that it's time to upgrade your Shopify plan:

Basic to Shopify

Monthly sales consistently exceeding ~$8,000-$10,000 (where transaction fee savings start outweighing the plan cost difference)
Need for more than two staff accounts
Requirement for professional reports for better insights
International selling becoming significant, requiring multiple currencies
Transaction fee costs alone are approaching the ~$66 price difference between plans

Shopify to Advanced

Monthly sales consistently exceeding ~$50,000-$60,000 (where transaction fee savings start outweighing the plan cost difference)
Need for more than five staff accounts
Complex shipping requirements necessitating real-time calculated rates without paying extra
Requirement for the custom report builder for deep analytics
International sales volume requiring built-in duty and tax calculations

Advanced to Shopify Plus

Monthly sales consistently exceeding $100,000-$150,000+ (often ROI is clear much sooner based on features)
Need for deep checkout customization beyond standard options
Managing multiple stores under one organization
Requirement for powerful automation via Shopify Flow
Need for a dedicated wholesale channel
High-volume flash sales or product launches requiring Launchpad and higher performance/API limits
Need for dedicated, high-touch support and strategic guidance

Conclusion

Selecting the right Shopify plan involves balancing current needs, growth projections, and budget constraints. By thoroughly understanding the features, limitations, and total cost of ownership for each option (Basic, Shopify, Advanced, Plus), you can make an informed decision that positions your business for success.

Remember that Shopify's flexible structure allows you to start conservatively and scale up as your business grows. Focus on maximizing the value of your chosen plan through optimization strategies, and regularly reassess your needs as your business evolves.

References

Shopify. (2025). Pricing Plans. Retrieved from https://www.shopify.com/pricing
Shopify Help Center. (2025). Shopify Plan Features. Retrieved from https://help.shopify.com/en/manual/intro-to-shopify/pricing-plans
Shopify Plus. (2025). Enterprise E-commerce Platform. Retrieved from https://www.shopify.com/plus
Shopify Help Center. (2025). Transaction Fees. Retrieved from https://help.shopify.com/en/manual/your-account/plan-billing/transaction-fees
Shopify App Store. (2025). Apps for your Shopify Store. Retrieved from https://apps.shopify.com/
Shopify. (2025). Shopify Starter Plan. Retrieved from https://www.shopify.com/starter
Shopify. (2025). Shopify POS - Point of Sale System. Retrieved from https://www.shopify.com/pos
Shopify Help Center. (2025). USPS shipping rates. Retrieved from https://help.shopify.com/en/manual/shipping/setting-up-and-managing-your-shipping/shipping-carriers/usps
Shopify Help Center. (2025). Shopify Scripts (For Plus Merchants). Retrieved from https://help.shopify.com/en/manual/checkout-settings/script-editor
Shopify Help Center. (2025). Launchpad (For Plus Merchants). Retrieved from https://help.shopify.com/en/manual/apps/launchpad
Shopify Plus. (2025). Shopify Flow - E-commerce Automation. Retrieved from https://www.shopify.com/plus/flow
Shopify. (2025). Shopify Payments. Retrieved from https://www.shopify.com/payments
Shopify Learn. (2025). Free Online Courses. Retrieved from https://www.shopify.com/learn
Shopify Blog. (2025). E-commerce Marketing Blog. Retrieved from https://www.shopify.com/blog
Shopify Help Center. (2025). Shopify Help Center Home. Retrieved from https://help.shopify.com/
Shopify Theme Store. (2025). E-commerce Website Templates. Retrieved from https://themes.shopify.com/
Shopify Partners. (2025). Find a Shopify Expert. Retrieved from https://www.shopify.com/partners/experts