Shopify vs Shopify Plus: Which Fits You in 2025?
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Shopify vs. Shopify Plus — sometimes it’s hard to know which option is right for your business.
Both plans run on the same core platform. The key difference is Shopify’s standard plans are built for small to midsize businesses (SMBs), while Shopify Plus is made for larger or even enterprise-level brands.
This guide will walk you through how the two plans compare—what features come with Shopify Plus, how pricing works, and when it actually makes sense to upgrade.
Let’s break it down.
Shopify vs Shopify Plus — At a Glance
Key Takeaways:
- Shopify Plus unlocks advanced features to high-growth brands.
- Shopify Plus starts at ~$2,300/month but offsets with lower fees.
- Standard Shopify fits solo founders and small teams; Plus is for brands ready to scale.
Feature
Shopify
Shopify Plus
Pricing
Starts at $19/month
Starts at $2,300/month
API Limits
Standard
Higher API limits + exclusive APIs
Checkout
Standard checkout
Customizable checkout via Shopify Functions
Automation
Basic workflows (some plans)
Advanced workflows with Shopify Flow
Staff Accounts
Up to 15
Unlimited with advanced permissions
Theme Storage
Up to 20
Up to 100
Markets
Limited
Up to 50 global markets
Expansion Stores
1 store per plan
Up to 9 expansion stores
Shopify POS Pro
Add-on $89/location
First 20 locations included
Support
Standard 24/7
Priority support + dedicated launch team
B2B Selling
Requires apps/workarounds
Built-in B2B tools included
Transaction Fees
Varies by plan/payment method
Lowest fees with Shopify Payments
Custom Apps & Scripts
Limited
Full support for custom Functions + Scripts
Who it’s for
Solo founders, small teams
High-growth, multi-market brands
Further Reading
What is Shopify Plus?
Shopify Plus is an upgraded version of Shopify, designed for businesses that have moved beyond early-stage growth and are now managing high sales volumes, complex operations, or multiple storefronts.
It builds on everything you already use in Shopify — but adds more features to help larger brands run more efficiently.
Key Features:
- Customizable checkout: Get full control over your checkout experience using checkout.liquid
- Unlimited staff accounts: No cap on the number of team members you can add
- Multiple storefronts: Run up to 9 expansion stores from a single Plus account
- Built-in B2B selling tools: Manage wholesale and retail in one backend, with features like company profiles, price lists, and payment terms.
- Automation with Shopify Flow: Automate repetitive tasks like tagging VIP customers or routing high-value orders — without relying on third-party apps.
Looking to automate your Shopify store? 👉 These 10+ Shopify automation apps can help you with that.
- Lower transaction fees: Benefit from reduced fees, especially if you use Shopify Payments.
- Dedicated support: Work with a Merchant Success Manager and get priority 24/7 support when issues arise.
Pricing:
Shopify Plus starts at around $2,300 per month, with custom pricing based on your needs.
Further Reading
Shopify vs Shopify Plus: What’s the Core Difference?
Key Takeaways:
- Shopify standard plans start at $19–$299/month; Plus starts around $2,300/month.
- Shopify Plus unlocks advanced tools like custom checkout, higher API limits, unlimited staff, built-in B2B, and powerful automation.
Here’s 2 key differences between Shopify vs Shopify Plus:
Pricing
Shopify’s standard plans range from $19 to $299/month, while Shopify Plus begins around $2,300/month.
Features
Shopify Plus unlocks advanced tools like checkout customization, higher API limits, unlimited staff accounts, built-in B2B, and more automation.
1. Pricing
Here’s how Shopify Plus stack up against Shopify’s standard plans:
Plan
Monthly Cost
Who It's For
Basic
$19
New sellers getting started
Grow
$49
Growing stores with a small team
Advanced
$299
Scaling brands needing more analytics & reports
Shopify Plus
Starts at $2,300+ (custom quote)
High-volume or enterprise-level brands needing customization and dedicated support
Shopify Standard Plans come with fixed pricing and predictable features. Shopify Plus is different—it’s built for scale. On top of the base fee (starting at $2,000/month), you might also pay for third-party tools, development, and launch support.
2. Key Features
Checkout Customization: Basic Edits vs Full Control
Both Shopify and Shopify Plus support Checkout Extensibility, Shopify’s new way to customize checkout without touching code. But the level of control you get depends on your plan.
Feature
Shopify Standard Plans
Shopify Plus
Checkout Branding
Basic edits — logo, color, font
Full-brand control across checkout
Checkout Extensions
Limited blocks + apps
Full extension access + advanced logic
Custom Fields & Layouts
No
Yes — rearrange fields, add logic
Customer-Specific Logic
No
Yes — set rules by tag, region, or cart
B2B & Multi-Market Flows
Not supported
Custom flows for each segment
Checkout.liquid Support
Deprecated
Legacy support for now (Plus only)
Store Logic Setup: Basic Rules vs Fully Custom
Most Shopify plans follow a set of fixed logic. Shopify Plus lets you rewrite the rules — literally — using Shopify Functions.
Feature
Shopify Standard Plans
Shopify Plus
Discount Logic
Basic — single rule at a time
Stackable, layered, and tiered discounts
Promotions
Limited to app-based promos
Fully custom — “Buy X from Brand A, Get Y from Brand B”
Shipping Rules
Basic by zone or rate
Custom by cart content, location, or tags
Payment Options
Same for all orders
Limit by product type, cart value, or region
Checkout Logic
One flow fits all
Tailor flow by customer, cart, or order type
Theme Storage Limit: 20 Themes vs 100 Themes
Shopify Plus expands 20 to 100 themes. Having 100 stored themes means you don’t have to choose between deleting an old version.
Feature
Shopify Standard Plans
Shopify Plus
Stored Themes
Up to 20
Up to 100
Seasonal Themes
Manually swap and delete
Store BFCM, holiday, and promo themes all at once
Version History
Limited backups
Create staging copies before testing changes
Localization
One version at a time
Save multiple versions by region, language, or currency
Design Testing
Risk of overwriting
Try new themes without touching your live store
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API Limits: Fixed vs Flexible Access
Shopify Plus subscribers have more API calls per second — It unlocks a higher cap so your apps don’t get slowed down during peak times. You can even ask Shopify to raise your rate limits even higher if your store needs it.
Feature
Shopify Standard Plans
Shopify Plus
API Rate Limits
Standard limits
Higher default limits, customizable with request
Gift Card API
Not available
✅ Issue, track, and manage store credit via API
Multipass Login
❌
✅ Seamless login from other platforms
User API
Limited
✅ Programmatically manage staff access
Publishable API
Limited
✅ Control which products appear on which storefronts
Transaction Fees: Up to 2% vs 0% with Shopify Payment
Shopify Plus significantly reduces — or completely removes — transaction fee, depending on how you accept payments.
Feature
Shopify Standard Plans
Shopify Plus
Transaction Fees (Shopify Payments)
0%–2% depending on plan
0% (in most countries)
Credit Card Rates
Standard rates
Lower rates, negotiated per store
Third-party Payment Fees
Applies
Still applies, but may be negotiable
Negotiation Flexibility
❌ Fixed
✅ Yes — custom rates for high volume
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Staff Access: 15 Max vs Unlimited
On regular Shopify plans, the number of staff accounts are limited down to 15. Shopify Plus removes that limit, now you can add as many staff accounts as you need.
Feature
Shopify Standard Plans
Shopify Plus
Staff Accounts
1 to 15 (depending on plan)
Unlimited
Custom Roles & Permissions
Limited
✅ Yes — fine-tuned access by function
Third-party Collaborators
✅ With restrictions
✅ No limits, safer access
App/Report-level Access
❌ Not granular
✅ Granular controls built in
Selling Markets: Limited vs. Up to 50
Shopify Plus supports up to 50 active markets, each market has its own pricing, domain, currency, and language. Whether you’re targeting one country or an entire region, you can customize the buyer experience by location—all in one admin.
Feature
Shopify Standard
Shopify Plus
Active Markets
Limited (varies by plan)
Up to 50
Custom Domains
✅ Basic
✅ Per-market domains
Currency & Language Control
✅ Limited
✅ Fully localized
Regional Product Availability
❌ Not available
✅ Yes
Localized Payment & Shipping
✅ Some options
✅ Fully customizable
Further Reading
Storefronts: 1 Store vs Up to 10 Under One Account
Shopify Plus lets you run up to 9 additional stores—also known as expansion stores—under a single organization. And with centralized admin tools, you can streamline your workflows instead of managing each store in isolation.
Feature
Shopify (Standard Plans)
Shopify Plus
Number of Stores
1 store per account
Up to 10 stores (1 primary + 9 expansion stores)
Multi-region Setup
Requires third-party workarounds
Native support for separate regional storefronts
Customization
Limited to one storefront’s language & catalog
Customize each store with unique products, languages, currencies
Management
Store settings managed individually
Centralized admin dashboard (users, analytics, billing)
Use Cases
Best for single-market, simple setup
Ideal for global brands, B2B/DTC split, or multi-language needs
Sell In-Store Locations: Add-On Costs vs No-Extra Fees
With standard Shopify plans, selling in-person with POS Pro comes at an additional cost. On Shopify Plus, you get 20 POS Pro licenses included—no extra fees. That means if you’re running both online and retail locations, the cost savings add up fast.
Feature
Shopify (Standard Plans)
Shopify Plus
POS Pro Access
Requires $89/month/location add-on
20 POS Pro locations included at no extra cost
Omnichannel Sync
Inventory sync across channels available
Inventory, orders & customers unified in one system
In-Store Features
Basic POS features
Advanced POS tools: exchanges, local pickup, discounts
Customer Insights
Limited LTV data
LTV insights across in-store and online
Multi-Store Reporting
Basic reporting only
Product-level performance by store
If your brand has physical locations—or plans to—Shopify Plus takes the friction (and fees) out of scaling both online and offline.
Fulfillment Locations: Few Locations vs 200+ Supported
While Shopify standard plans offer a limited number of locations, Shopify Plus unlocks support for up to 200 active locations—ideal for multi-warehouse operations, retail stores, or third-party logistics partners.
Feature
Shopify (Standard Plans)
Shopify Plus
Location Limit
Up to 10 locations
Up to 200 locations
What Counts as a Location
Retail, warehouse, 3PL, or app partner
Same, but scaled
Inventory Management
Basic tracking per location
Unified view across all fulfillment points
Order Routing
Manual or app-based
Auto-route to nearest or most efficient center
Pickup & Delivery
Available
Available from any location
Integration Options
Limited to plan capacity
Seamless with 3PLs like ShipBob, Amazon, Printful
B2B Selling: Limited Support vs. Built-In Tools
Standard Shopify plans weren’t built for complex B2B needs—but Shopify Plus was. With Plus, B2B features come included, so you can manage wholesale buyers and retail customers from the same store.
Feature
Shopify (Standard Plans)
Shopify Plus
B2B Support
Workarounds via third-party apps or extra stores
Built-in B2B suite included
Business Profiles
Not supported
Multiple buyers, roles, and locations per company
Custom Pricing
Requires scripts or apps
Price lists per company, market, or region
Flexible Payment Terms
Manual invoicing
Net 30, net 60, and more per buyer
B2B + DTC in One Store
Needs separate storefront
Run both in a single storefront
Custom Checkout for B2B
Limited customization
Tailored checkout for B2B orders and PO flows
If wholesale is part of your growth plan, Shopify Plus helps you scale B2B—without stacking tools or duplicating stores.
Customer Support: General Agents vs High-Volume Experts
Shopify Plus provides dedicated support, built specifically for high-volume brands.
Feature
Shopify (Standard Plans)
Shopify Plus
Support Access
24/7 live chat and email
24/7 priority support via phone, chat, and email
Specialist Team
General support agents
Dedicated agents trained for high-volume, complex stores
Education Resources
Shopify Help Center + basic courses
On-demand training built specifically for Plus merchants
Merchant Community
Public forums and groups
Private Plus-exclusive merchant network
Shopify Plus: Benefits vs Drawbacks
Benefits
Shopify Plus offers advanced checkout, lower fees, higher API limits, and multi-store expansion—giving high-volume brands more control and flexibility to scale.
Drawbacks to consider
- Higher cost: Starts at ~$2,000/month, which may not pay off if sales volume is low.
- Longer setup: Advanced features require developer resources and time.
- May be overkill: Smaller brands may not need advanced B2B or checkout tools.
- Annual contracts: Requires a 12-month commitment, limiting flexibility.
Is It Worth Upgrading to Shopify Plus?
Yes, upgrading to Shopify Plus is worth it if you’re a high-growth or enterprise-level brand.
Shopify pricing plan
With these tiers, Shopify Plus totally worth that cost because:
- Shopify Plus replaces extra tools (apps, dev costs, third-party workarounds) with built-in solutions.
- Transaction fees are waived for most orders using Shopify Payments, which can add up fast at higher volumes. 👉 Check Shopify fees calculator for fully understanding.
- The more you scale, the more Shopify Plus helps you save time, reduce errors, and manage complexity.
Most brands upgrade to Shopify Plus when their sales hit around $80,000/month, according to Shopify.
But of course, you can upgrade earlier or later. It’s your choice. Just make sure you check two points before committing to Shopify Plus:
- Do any of the Plus features solve real issues your store is facing today?
- Will solving them grow your revenue enough to justify the added cost — without eating into your margins?
💡 Not sure if you’re ready? Try our free Profit Margin Calculator to check if your margins can support the jump.
Shopify vs Shopify Plus FAQs
What is the difference between Shopify and Shopify Plus?
The main difference between Shopify and Shopify Plus is who they’re built for. Shopify is designed for small to mid-sized businesses, while Shopify Plus is made for high-growth or enterprise-level brands. Plus offers more advanced features like custom checkout, automation tools, and higher API limits.
Is it worth upgrading to Shopify Plus?
Yes, upgrading to Shopify Plus is worth it if your store is growing fast and making over $80,000/month. It gives you more control, advanced features, and lower transaction fees that can help boost profit at scale.
What is the difference between Shopify Markets and Shopify Plus?
Shopify Plus is a premium plan for fast-growing brands, while Shopify Markets is a built-in tool that helps you sell to multiple countries from one store. You can use Shopify Markets with or without Shopify Plus.
What is the difference between Shopify Plus and free?
The main difference is that Shopify Plus is a paid enterprise plan with advanced features, while the free trial only lets you test Shopify with limited time and functionality. Shopify Plus includes tools for automation, customization, and managing multiple stores—none of which are available on the free version.
What are the limitations of Shopify Plus?
Shopify Plus has a few key limitations: it doesn’t support full custom URL structures, advanced content management, or true multi-store architecture. You also can’t deeply customize page navigation, and some shipping options may require third-party apps.
What is the advantage of Shopify Plus?
The biggest advantage of Shopify Plus is scalability. It supports high sales volume, unlimited products, faster checkouts, and advanced tools to help growing brands scale without switching platforms.
When should I use Shopify Plus?
Use Shopify Plus when your store is generating high sales volume (typically $1M+ per year), serving multiple markets, or managing complex B2B or multi-store operations.
Is Shopify Plus better than WooCommerce?
Yes, Shopify Plus is better than WooCommerce for high-volume brands that need built-in scalability, dedicated support, and enterprise features—but it costs more.
How to tell if a store is Shopify Plus?
You can tell if a store is using Shopify Plus by checking for a customized checkout page or looking in the source code for features like Shopify Scripts.
When to move to Shopify Plus?
Move to Shopify Plus when your store is growing fast, your operations are getting complex, or you're expanding into new markets and need more advanced tools.
Founder of TrueProfit & eCommerce Profitability Expert
Harry Chu is the Founder of TrueProfit, a net profit tracking solution designed to help Shopify merchants gain real-time insights into their actual profits. With 11+ years of experience in eCommerce and technology, his expertise in profit analytics, cost tracking, and data-driven decision-making has made him a trusted voice for thousands of Shopify merchants.
