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Shopify vs Shopify Plus: Which Fits You in 2025?

By Harry ChuJuly 3, 202540 min read
Shopify vs Shopify Plus: Which Fits You in 2025?

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

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.

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

Haven’t picked Shopify theme yet? 👉 9 best free Shopify themes are proven to help increase sales in 2025. 

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

Worry about your bottom line? 👉 Check TrueProfit - the best net profit tracker for Shopify. It auto-calculates ad spend, COGS, and fees—updating your true profit in real time so you can scale with confidence.

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

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. 

Large preview

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.

avatar
Harry Chu

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.