Simple definitions to frame the discussion
What is BigCommerce?
BigCommerce is an eCommerce platform focused on technical flexibility. It is often chosen by organizations with in-house development teams or those operating with a more complex technology stack. It allows for advanced customizations but generally requires more integration, maintenance, and technical coordination.
What is Shopify?
Shopify is an eCommerce platform focused on performance, operational simplicity, and speed of execution. Its goal is to enable marketing and operations teams to act quickly thanks to a maximum of native features and minimal technical dependencies.
What is an eCommerce migration?
An eCommerce migration involves transferring a store from one platform to another. This typically includes products, collections, customers, order history, SEO structure (URLs and redirects), marketing and analytics tools, as well as operational integrations.
What switching from BigCommerce to Shopify actually entails
Switching from BigCommerce to Shopify involves a partial rebuild of the store in a new environment, reconnecting payment, shipping, marketing, and data tools, as well as rigorous SEO optimization. A migration is never a simple undertaking, but it becomes a logical step when the current platform slows down execution, increases overhead costs, or limits marketing performance.
Introduction
Choosing an eCommerce platform is often presented as a technical decision. In reality, it's a fundamental business decision that influences marketing performance, execution speed, and the true cost of growth.
At Bofu, we don't ask which platform is the best on paper. We ask which one removes the most friction to growth. It's in this context that more and more companies are migrating from BigCommerce to Shopify.
BigCommerce vs Shopify: what are we really talking about?
BigCommerce and Shopify are based on two different philosophies. BigCommerce prioritizes technical flexibility and customizable architecture. Shopify prioritizes standardization, performance, and team autonomy.
None of these approaches are inherently bad. The problem arises when the platform's philosophy is no longer aligned with the company's operational and marketing realities.
A clear trend in eCommerce migrations
Migration data shows that approximately five businesses migrate from BigCommerce to Shopify for every business that moves in the opposite direction. Between January 2023 and March 2024, 578 brands left BigCommerce for Shopify, compared to 123 migrations in the other direction.
A migration always involves risks and costs. When such an imbalance persists over time, it rarely indicates a passing fad, but rather a mismatch between the platform and growth needs.
Why companies are leaving BigCommerce during their growth phase
Checkout becomes a major performance lever
Comparative data indicates that Shopify checkout converts better on average than BigCommerce checkout, thanks in particular to a smoother payment experience and accelerated checkout solutions.
In a context of rising acquisition costs, each conversion point has a direct impact on revenue. At Bofu, we often observe that growth plateaus not due to a lack of traffic, but because the platform is no longer maximizing the value of existing traffic.
Technical flexibility can slow down marketing execution
BigCommerce offers a great deal of technical freedom. In practice, this often translates into more integrations, more maintenance, and increased reliance on developers, which slows down marketing cycles.
Shopify makes a different compromise: less theoretical flexibility, but higher execution speed for marketing and operations teams.
A unification of channels that is more complex to maintain
On BigCommerce, several key features rely on third-party tools, increasing the risk of data inconsistencies and hidden costs. Shopify favors a more integrated approach that simplifies omnichannel management.
Pros and cons depending on the organizational level
CEO/General Management Perspective
BigCommerce – for: great technical flexibility, ability to adapt to complex models, perception of technological control.
BigCommerce – against: high indirect costs, increased dependence on technical teams, lower visibility on the platform's actual ROI.
Shopify – for: better cost predictability, faster time to market, reduced operational risk.
Shopify – against: some perceived limitations in customization for very specific models.
VP Marketing/eCommerce Perspective
BigCommerce – for: advanced customization possibilities when the technical resources are available.
BigCommerce – against: longer execution times, dependence on developers for testing and optimizations.
Shopify – for: speed of execution, rich marketing ecosystem, better checkout performance and native tools.
Shopify – against: less freedom for very specific experiments without development.
From the perspective of an operational coordinator or manager
BigCommerce – for: fine control over certain configurations when well mastered.
BigCommerce – against: daily complexity, dependence on external stakeholders, steeper learning curve.
Shopify – for: intuitive interface, increased autonomy, simpler and faster operations.
Shopify – against: certain constraints imposed by the platform require adapting to best practices.
The real issue behind migration: the total cost of ownership
Why the monthly price is not the true cost
The true cost of a platform includes implementation, maintenance, technical debt, internal team time, and speed of execution.
What the TCO changes in the decision
Comparative analyses show a clear advantage in total cost of ownership for Shopify. For a growing business, this reality often outweighs the platform's advertised price.
What is TCO (Total Cost of Ownership)?
TCO, or Total Cost of Ownership , represents the total cost of ownership . It represents the true cost of a platform over several years, generally over a period of three to five years.
Unlike the monthly price shown, the TCO includes all direct and indirect costs necessary to operate, maintain and scale an eCommerce platform.
What TCO actually includes
In an eCommerce context, TCO includes, in particular:
- subscription and transaction fees
- the costs of implementation or migration
- development and maintenance costs
- third-party applications and integrations
- the time of internal teams (marketing, operations, IT)
- the technical debt accumulated over time
- delays or lost opportunities due to slow execution
Why TCO is more important than the monthly price
Two platforms may have a similar monthly cost, but generate very different costs once growth begins. A platform that requires constant technical intervention or slows down marketing teams will have a much higher TCO, even if its subscription seems affordable.
This is why TCO is a key indicator for assessing whether a platform truly supports growth or becomes an operational and financial hindrance.
When BigCommerce remains a relevant choice
BigCommerce can remain relevant for companies with strong technical teams, very specific customization needs, and the ability to absorb higher operational complexity without slowing growth.
Bofu's point of view
A platform does not create growth, but a platform that is poorly aligned with business objectives can significantly slow it down.
In a context where acquisition costs more and speed of execution becomes critical, the ability to act quickly is often worth more than theoretical flexibility.
Conclusion
The right question is not which platform is the best in absolute terms, but which removes the most friction to growth today and in the next 18 to 36 months.
BigCommerce vs Shopify FAQ
Is BigCommerce less efficient than Shopify?
BigCommerce performs well technically, but Shopify is often chosen for its operational and marketing performance.
Is Shopify suitable for growing businesses?
Yes, particularly for those who want to reduce their technical dependence and accelerate their marketing cycles.
Is migrating from BigCommerce to Shopify risky?
As with any migration, there are SEO and operational risks, but they can be managed with rigorous planning.
When is BigCommerce the best choice?
BigCommerce remains relevant for highly technical organizations with advanced customization needs.
