Shopify Pricing 2024: The Full Costs of Owning a Shopify Website

In today's fast-paced digital landscape, establishing a strong online presence is essential for businesses of all sizes. Among the multitude of e-commerce platforms available, Shopify stands tall as a titan, facilitating the dreams of countless entrepreneurs by providing a user-friendly and robust platform to build, manage, and grow online stores. As we navigate through 2024, the allure of Shopify continues to captivate both aspiring and seasoned e-commerce enthusiasts alike.

Shopify Pricing 2023: The Full Costs of Owning a Shopify Website

Whether you're an ambitious startup founder or an established brand seeking to expand its digital footprint, understanding the full spectrum of costs associated with owning a Shopify website in 2024 is paramount. In this article, we will explore the landscape of subscription plans, transaction fees, app expenses, theme investments, domain and hosting costs, design and development outlays, marketing expenditures, and even those hidden expenses that can unexpectedly emerge. This holistic understanding of the financial landscape highlights the crucial need to cooperate with a reliable Shopify development company to successfully steer your e-commerce ship on Shopify's waters.

Shopify Plans Overview

As you embark on your journey to establish a robust online store using Shopify, it's crucial to navigate the array of pricing plans available. Each plan is tailored to cater to specific business needs, accommodating everyone from budding entrepreneurs to established enterprises. In this chapter, we'll take a closer look at the various Shopify pricing plans for 2024 and explore the key features and limitations that accompany each one.

Basic Shopify Plan

The Basic Shopify plan is the starting point for individuals, small businesses, and entrepreneurs looking to establish an online presence and venture into e-commerce. While it may be the most affordable of Shopify's plans, it still provides a range of essential features to get your online store up and running smoothly.

Key Features:

  1. Online Store: The Basic Shopify plan allows you to create an online store with an unlimited number of products. This is the foundation of your e-commerce journey.
  2. Two Staff Accounts: You can grant access to your store's back end to two staff members. This is useful for collaborating on managing your store.
  3. 24/7 Customer Support: You'll have access to Shopify's customer support around the clock, ensuring that you can get assistance whenever you need it.
  4. Shopify Templates: You can choose from a variety of templates and themes to customize the look and feel of your online store.
  5. Abandoned Cart Recovery: This feature helps you recover potentially lost sales by sending automated emails to customers who abandoned their shopping carts before completing their purchases.


  1. Limited Reports and Analytics: The Basic Shopify plan offers basic reporting and analytics features, but you won't have access to the more advanced report builder available in higher-tier plans.
  2. Transaction Fees: If you choose not to use Shopify Payments as your payment gateway, you'll be subject to slightly higher transaction fees on top of the fees charged by your chosen payment provider.
  3. No Advanced Report Builder: Unlike higher-tier plans, the Basic Shopify plan doesn't offer access to an advanced report builder for in-depth analytics.
  4. Features and Functionality: While the Basic Shopify plan provides the essentials for setting up an online store, it lacks some of the more advanced features available in the more expensive plans.

Shopify Plan

The Shopify plan sits at the heart of Shopify's pricing offerings, catering to businesses that have progressed beyond the basic requirements but don't necessarily need the extensive features of the higher-tier plans. This plan strikes a balance between affordability and functionality, making it a popular choice for a wide range of e-commerce ventures.

Key Features:

  1. All Basic Shopify Features: The Shopify plan includes all the features offered in the Basic Shopify plan, providing a solid foundation for your online store.
  2. Five Staff Accounts: This plan allows you to grant access to your store's backend for up to five staff members. This is valuable for collaboration and streamlined management.
  3. Gift Card Creation: You can create and sell gift cards, which can be an effective way to boost sales, attract new customers, and retain existing ones.
  4. Professional Reports: Access to professional reporting helps you analyze sales, customer behavior, and other key metrics more comprehensively.
  5. Lower Transaction Fees: Compared to the Basic Shopify plan, the Shopify plan offers lower transaction fees, which can contribute to higher profitability for your store.
  6. Access to Third-Party Calculated Shipping Rates: This feature allows you to display real-time shipping rates from third-party carriers during the checkout process, providing accurate shipping costs to your customers.


  1. Some Advanced Features Missing: While the Shopify plan offers robust features, it might lack some of the more advanced capabilities found in the higher-tier plans.

Advanced Shopify Plan

The Advanced Shopify plan is designed for businesses that have outgrown the entry-level plans and are ready to take their online stores to the next level. This plan offers a comprehensive set of features to support scaling, customization, and advanced e-commerce management.

Key Features:

All Shopify Plan Features: The Advanced Shopify plan includes all the features of the standard Shopify plan, providing a strong foundation for your online store.

  1. 15 Staff Accounts: This plan allows you to grant access to your store's back end for up to 15 staff members. This is particularly useful for larger teams or businesses with more complex operations.
  2. Advanced Report Builder: Access to an advanced report builder lets you create customized reports and gain deeper insights into your store's performance.
  3. Real-Time Carrier Shipping: This feature enables you to provide accurate shipping rates to your customers in real time, improving the shopping experience and reducing abandoned carts.
  4. Lower Transaction Fees: Compared to the standard Shopify plan, the Advanced Shopify plan offers even lower transaction fees, which can be beneficial for businesses with higher sales volumes.
  5. Customizable Checkout: You have more control over the checkout process, allowing you to create a seamless and branded checkout experience for your customers.


  1. Pricier Compared to Previous Plans: The Advanced Shopify plan comes at a higher cost compared to the Basic and Shopify plans, reflecting the enhanced features and capabilities it offers.
  2. May Be Overkill for Small Businesses: Smaller businesses with modest sales and operations might find the Advanced Shopify plan to be more than they need, making it potentially cost-ineffective.

Subscription Costs

As you embark on your journey to establish a successful e-commerce presence with Shopify, one of the key considerations is the subscription cost associated with each plan. Shopify offers a range of pricing tiers, each tailored to accommodate different business sizes and stages of growth. In this chapter, we'll delve into the intricacies of subscription costs, highlighting the distinctions between the pricing tiers and shedding light on any additional charges that arise when choosing between Shopify Payments and third-party payment gateways.

Shopify's Pricing

Shopify's pricing structure is designed to cater to a diverse array of businesses, from startups to enterprise-level ventures. Here's a breakdown of the pricing tiers and what they offer:


Subscription Cost

Key Features

Basic Shopify


- Online store with unlimited products

- Two staff accounts

- 24/7 customer support

- Access to Shopify's templates

- Abandoned cart recovery



- All Basic Shopify features

- Five staff accounts

- Gift card creation

- Professional reports

- Access to third-party calculated shipping rates

Advanced Shopify


- All Shopify plan features

- 15 staff accounts

- Advanced report builder

- Real-time carrier shipping

- Customizable checkout process

Shopify Plus

Custom Pricing*

- All Advanced Shopify features

- Unlimited staff accounts

- Advanced security and compliance features

- Customizable checkout process

* The cost of the Shopify Plus plan varies based on the specific needs of your business and requires custom pricing.

Table 1. Shopify Plans Comparison

Additional Charges

One of the critical decisions you'll make when setting up your Shopify store is choosing between Shopify Payments and third-party payment gateways. Each option comes with its own implications for transaction fees and additional charges.

Shopify Payments is an integrated payment gateway that simplifies the checkout process for customers. It's available in multiple countries and offers competitive transaction rates, which can vary based on your Shopify plan. While Shopify Payments is convenient and may come with lower transaction fees, it's important to consider that using a third-party payment gateway might incur additional charges. Additionally, Shopify Payments allows you to avoid the extra transaction fee that's applied when using external payment gateways.

Using external payment gateways such as PayPal, Stripe, or others can provide flexibility in terms of payment options. However, it's important to note that these gateways often come with their own transaction fees, which can vary based on the gateway and your Shopify plan. Be sure to research the transaction fees associated with your chosen third-party payment gateway to understand the overall impact on your revenue.

Transaction Fees

Understanding transaction fees is crucial for gauging the true cost of running an online store. Transaction fees represent a percentage of each sale that is deducted by payment processors and platforms like Shopify. These fees contribute to covering the costs of processing payments, maintaining secure transactions, and providing the infrastructure necessary for online commerce. In this chapter, we'll delve into the concept of transaction fees, how they apply within Shopify's ecosystem, and how they vary across different plans and payment gateways.

Transaction fees are the charges levied on each sale made through your online store. They typically consist of a percentage of the sale amount, accompanied by a fixed fee. These fees are essential for facilitating the secure transfer of funds, ensuring compliance with payment regulations, and maintaining the operational framework that supports seamless e-commerce transactions.

Shopify Transaction Fees

Shopify's approach to transaction fees varies depending on the plan you're subscribed to:

  • Basic Shopify Plan: With this plan, you'll be subject to Shopify's standard transaction fee, which is 2.9% + 30¢ for each online credit card transaction. If customers choose to pay using a third-party payment gateway, an additional 2.0% transaction fee is applied.
  • Shopify Plan: The transaction fee for the Shopify plan is slightly lower, at 2.6% + 30¢ per online credit card transaction. If you opt for a third-party payment gateway, an extra 1.0% fee is added.
  • Advanced Shopify Plan: The transaction fee for the Advanced Shopify plan is reduced to 2.4% + 30¢ per online credit card transaction. When using a third-party payment gateway, an additional 0.5% fee is applied.
  • Shopify Plus: For the Shopify Plus plan, transaction fees are negotiated individually and are typically lower than those of the other plans. The exact rates can vary based on factors such as your business's size, sales volume, and negotiated terms.

Here's a summary of the transaction fee percentages for different plans and payment gateways:


Shopify Payments

Third-Party Gateway

Basic Shopify

2.9% + 30¢

2.9% + 30¢ + 2.0%


2.6% + 30¢

2.6% + 30¢ + 1.0%

Advanced Shopify

2.4% + 30¢

2.4% + 30¢ + 0.5%

Shopify Plus

Custom Rates

Custom Rates

Table 2. Shopify Transaction Fee Percentages Comparison

Less Common Fees to Keep in Mind

Currency Conversion Market Rate: Rather than a traditional fee, this represents the mid-market rate without any added markup. It's a dynamic rate that fluctuates regularly and is contingent on the currency involved.

Currency Conversion Fee: In contrast, the currency conversion fee is a direct charge imposed by Shopify. This fee is contingent upon your store's location. For stores outside of the US, it stands at 2%, while stores based in the USA incur a fee of 1.5%.

Chargebacks: The charges tied to chargebacks can differ according to your store's location. As a standard reference point, in the US, the typical charge for a chargeback is $15. Should you successfully dispute a chargeback, the fee is reimbursed.

Returns: It's worth noting that Shopify doesn't levy any charges for refunds. However, it's important to bear in mind that credit card transaction fees aren't refunded when refunds occur.

By being mindful of these lesser-discussed fees, you're better equipped to create a comprehensive financial strategy for your e-commerce venture. Each of these charges, though not as commonly highlighted, can influence your overall profitability and operational efficiency.

Add-On App Costs

As you delve deeper into the world of e-commerce with Shopify, you'll come across a diverse array of apps that can significantly enhance the functionality of your online store. These apps serve as valuable tools for extending the capabilities of your store, optimizing various aspects of your business operations. In this chapter, we'll introduce the concept of Shopify apps, highlight their importance, and explore the landscape of both free and paid apps available in the Shopify App Store. Additionally, we'll provide insights into popular paid apps and their associated costs.

Shopify apps are software solutions designed to integrate seamlessly with your Shopify store, enriching its features and capabilities. These apps cover a wide spectrum of functionalities, ranging from marketing and customer service to inventory management and analytics. By incorporating apps, you can tailor your store to meet your specific business needs, improving efficiency and customer experience.

Range of Free and Paid Apps in the Shopify App Store

The Shopify App Store offers a plethora of apps, catering to various requirements and preferences. Apps can be broadly categorized into free and paid options:

Free apps can be added to your store without incurring any direct charges. While they offer valuable features, it's important to note that some free apps might have limitations or offer premium versions with enhanced functionalities at a cost.

Paid apps come with a price tag, but they often provide advanced and specialized functionalities that can greatly benefit your business. These apps typically offer more extensive customization options, advanced analytics, and automation capabilities.

Examples of Popular Paid Apps and Associated Costs

Here are a few examples of popular paid apps available in the Shopify App Store, along with their associated costs:

  • DSers: Ideal for dropshipping businesses with Aliexpress. It helps you find products to sell and automates the process of adding them to your store. It is free to install, extra fee will be needed if the amount of products exceeds the limit based on the usage level.
  • Privy: This marketing app assists in creating pop-ups, banners, and emails to capture leads and increase conversions. Pricing starts at $30 per month.
  • Bold Subscriptions: Designed for businesses with subscription models, this app manages recurring orders and subscriptions. Pricing starts at $49.99 per month.
  • Klaviyo: A powerful email marketing platform, Klaviyo offers data-driven insights and automation tools to engage customers. Pricing varies based on the number of contacts.
  • Yotpo: This app focuses on customer reviews and user-generated content, enabling you to build trust and credibility. Pricing details are available upon request.

Theme Costs

The visual appeal and user experience of your Shopify website play a pivotal role in shaping customer perceptions and driving conversions. Themes, in the context of Shopify, are pre-designed templates that determine the overall look and layout of your online store. In this chapter, we'll delve into the significance of themes, their influence on design and user experience, and explore the spectrum of options encompassing both free and premium themes. Additionally, we'll shed light on the potential costs associated with purchasing a premium theme and any ongoing expenses tied to customization.

Themes serve as the foundation for the visual identity of your online store. They define the layout, color schemes, typography, and overall aesthetic that visitors encounter when browsing your website. A well-chosen theme can create a seamless and engaging user experience, fostering trust and encouraging customers to explore products and make purchases.

Shopify offers an array of themes, categorized into two main types:

  • Free Themes: These themes can be added to your store without any cost. While they offer the basic structure and design elements, they might lack some advanced features and customization options available in premium themes.
  • Premium Themes: Premium themes, available for purchase, offer more extensive design possibilities, enhanced functionality, and increased flexibility. They often come with advanced customization settings, enabling you to tailor your store's design to match your brand identity.

The costs of premium themes vary depending on factors such as complexity, design quality, and included features. Prices can range from around $100 to $300 or more. When considering a premium theme, it's important to evaluate the included features and determine whether they align with your business needs. This upfront investment can greatly influence your store's visual appeal and user experience.

While premium themes offer increased customization options, more intricate design changes might require additional expenses. Hiring a developer or designer to tailor the theme to your specific requirements can result in ongoing costs. It's advisable to have a clear plan in place for customization and to budget for potential expenses associated with creating a unique and branded store experience.

Design and Development Costs

While Shopify offers a range of customizable themes, there are cases where hiring a professional designer or developer becomes necessary to achieve a unique and tailored website appearance and functionality. In this chapter, we'll delve into the potential costs associated with hiring design and development expertise to enhance your Shopify website. We'll also explore how these costs can vary based on the complexity and scope of your customization needs.

Although themes provide a great starting point, your business might have specific branding requirements or unique features that demand custom design and development work. This could include creating a distinctive homepage layout, implementing advanced navigation, integrating third-party apps, or building custom functionality to enhance user experience and streamline business operations.

Factors Influencing Design and Development Costs

The costs of hiring a designer or developer for your Shopify website can be influenced by several factors:

  • Complexity: The more intricate and specialized the customization, the higher the potential cost. Building complex features or integrating intricate design elements often requires more time and expertise.
  • Scope of Work: Clearly defining the scope of work is crucial. Consider whether you need design-only, development-only, or a combination of both services. The number of pages, elements, and interactions you want to customize will impact the overall cost.
  • Experience and Expertise: The rates of designers and developers vary based on their level of expertise and experience. Professionals with a proven track record may charge higher rates due to their skills and reputation.
  • Timeframe: Urgent projects or tight timelines might result in higher costs due to the need for accelerated work.

Estimating Costs

It's challenging to provide an exact cost estimate as project requirements greatly vary. However, here's a rough breakdown:

  • Basic Customization: For simple design changes or minor feature additions, costs might range from a few hundred to a couple of thousand dollars.
  • Intermediate Customization: More complex alterations involving unique layouts, enhanced functionalities, and integration with third-party services could range from a few thousand to several thousand dollars.
  • Advanced Customization: For comprehensive overhauls, intricate features, and complete design transformations, costs can escalate to several thousand dollars or more.

In general rates for quality Shopify design and development work starts from $45/hr.

While hiring professionals for design and development comes with a cost, it often translates into a highly polished and user-friendly website that aligns perfectly with your brand and objectives. These investments can lead to improved user engagement, higher conversion rates, and streamlined business processes.

Marketing and Advertising Costs

Marketing serves as a driving force behind an online store's success. It's the key to creating brand awareness, attracting potential customers, and driving sales. In this chapter, we'll delve into the vital role of marketing in the e-commerce realm and explore the potential costs associated with running various marketing campaigns, including social media ads, Google Ads, and influencer collaborations.

Effective marketing is a cornerstone of any successful e-commerce venture. It enables you to reach and engage your target audience, communicate your value proposition, and establish a strong brand presence in a crowded digital marketplace. Through marketing efforts, you can build trust, drive traffic to your online store, and ultimately convert visitors into loyal customers.

Potential Costs of Running Marketing Campaigns

Running marketing campaigns involves various costs, and these can vary widely depending on factors such as the chosen platforms, target audience, and campaign objectives. Here are a few common types of marketing campaigns and their potential costs:

  • Social Media Advertising: Platforms like Facebook, Instagram, and Twitter offer robust advertising options. Costs vary based on factors like the platform, audience size, ad format, and bidding strategy. On average, a small-scale social media ad campaign might start at a few hundred dollars, while more extensive campaigns can cost several thousand dollars per month.
  • Google Ads: Google Ads allow you to appear in search results when users search for relevant keywords. Costs are based on a pay-per-click (PPC) model, where you pay each time someone clicks on your ad. The cost per click can range from a few cents to several dollars, depending on keyword competitiveness and industry.
  • Influencer Collaborations: Partnering with influencers can introduce your brand to a larger audience. Costs for influencer collaborations can vary significantly, ranging from free products in exchange for promotion to several thousand dollars for posts or videos from highly influential figures.
  • Email Marketing: While email marketing itself is relatively low-cost, expenses can include fees for email marketing platforms, design services, and potentially costs associated with list-building activities.

When deciding on your marketing budget, consider your business's goals, target audience, and the channels that are most likely to reach them effectively. It's essential to strike a balance between spending enough to achieve results and ensuring that the returns justify the investment.

Regardless of the amount you invest in marketing, it's crucial to continuously measure your return on investment (ROI). Use analytics tools to track the performance of your campaigns, assess conversion rates, and refine your strategies based on what works best for your business.

Maintenance and Support Costs

Running a successful Shopify website extends beyond the initial setup and launch. Ongoing maintenance and support are essential to ensure your website remains functional, secure, and up-to-date. In this final chapter, we'll highlight the significance of continuous maintenance and support and delve into potential costs associated with technical assistance, troubleshooting, and software updates.

Maintaining a Shopify website is akin to caring for a living entity. Regular attention is necessary to keep the website running smoothly, prevent technical issues, and provide a seamless experience for visitors and customers. Additionally, continuous support ensures that any problems are addressed promptly, maintaining customer trust and preventing potential revenue loss due to website downtime or glitches.

Potential Costs of Maintenance and Support

While costs for maintenance and support can vary based on the complexity of your website and your technical expertise, here are some potential areas where expenses might arise:

  • Technical Support: If you encounter issues with your website's functionality, design, or integrations, seeking professional technical support might be necessary. This could involve hiring a developer or a Shopify expert to resolve issues like Shopify speed optimization or responsiveness problems. The costs can range from hourly fees to fixed packages based on the scope of work.
  • Troubleshooting: Identifying and resolving technical glitches or errors requires time and expertise. While minor issues might be manageable on your own, more complex problems could demand professional assistance, which can lead to associated costs.
  • Software Updates: Regularly updating your website's themes, plugins, and applications is crucial for security and performance. While Shopify often provides updates automatically, custom themes and apps might need manual updates, potentially involving developer fees.
  • Security Measures: Implementing security measures to protect your website and customer data might involve additional costs, such as investing in security apps or services.
  • Backup and Recovery: Investing in backup solutions ensures that your data is safeguarded in case of unforeseen issues. While Shopify provides some level of data backup, additional backup services might have associated costs.

Budgeting for Maintenance and Support

It's wise to allocate a portion of your budget for ongoing maintenance and support. While these costs might not be as apparent as initial setup expenses, they are critical for the long-term success of your online store. Consider the complexity of your website, the potential need for professional assistance, and the importance of keeping your website secure and functional.

Hidden or Additional Costs

While setting up a Shopify store offers numerous advantages, it's important to be aware of potential hidden or overlooked costs that might arise along the way. These costs can impact your budget and business strategy, so understanding them is crucial. In this section, we'll shed light on some of these hidden costs that Shopify store owners might encounter.

  1. Premium Plugin Costs. While Shopify offers a variety of apps and plugins, some advanced or specialized functionalities might require premium plugins. These plugins can enhance your store's capabilities but often come with additional costs. These expenses can accumulate over time as you add more plugins to achieve specific features or integrations.
  2. SSL Certificates. Security is paramount in e-commerce. While Shopify provides a free SSL certificate for your store's security, some merchants might require advanced security features or might choose to purchase their own SSL certificate for added peace of mind. These certificates come with associated costs that can vary based on the certificate type and provider.
  3. Scalability Costs. As your store grows, so might your expenses. Scaling your business could require additional resources such as upgraded hosting plans, increased usage of third-party services, and potentially more advanced Shopify plans with higher subscription fees. While scalability is a positive sign of success, it's essential to consider these potential cost increases as part of your long-term strategy.
  4. Customization and Development Expenses. While we touched on design and development costs earlier, it's worth reiterating that customization beyond themes might involve ongoing expenses for maintenance, updates, and support. Additionally, as your business evolves, you might need to continuously modify and adapt your website, which can incur further costs.
  5. Marketing and Advertising Expenses. Marketing isn't a one-time investment. Ongoing marketing efforts, including social media ads, content creation, and influencer collaborations, can lead to recurring costs. As you refine your marketing strategy, your budget might need to accommodate changes in ad spend or campaign approaches.
  6. Inventory and Fulfillment Costs. For businesses that sell physical products, inventory and fulfillment costs can be significant. Warehousing, shipping, and returns management expenses should be factored into your budget, especially as your sales volume increases.
  7. Payment Gateway Fees. While Shopify Payments offers competitive rates, some merchants might choose to use third-party payment gateways. These gateways can come with transaction fees and additional charges that should be considered when evaluating your payment processing options.

Final Thoughts

This article serves as a beacon of clarity in the realm of Shopify pricing, shedding light on the intricacies that lie beneath the surface. Beyond the glittering promise of setting up shop in the virtual realm, the reality of financial considerations must also be acknowledged. Whether you're an ambitious startup founder or an established brand seeking to expand its digital footprint, understanding the full spectrum of costs associated with owning a Shopify website in 2024 is paramount.

Everything starts with choosing the right Shopify plan for your business. Each plan offers a distinct set of features and limitations, catering to a wide range of business needs. Then the roadmap for your business development and scaling determines pricing for customizations, marketing, and support. Every e-commerce venture is unique, and making informed decisions based on your specific needs and budget is essential. By understanding the costs involved and carefully evaluating each expense, you can create a strategic financial plan that supports the growth and success of your Shopify website.