Shopify

Shopify is the platform we recommend to nearly every ecommerce client in the $1M–$20M range. It's not because it's perfect — it's because the ecosystem around it is so deep that the total cost of building and maintaining a store is dramatically lower than alternatives. When we say "ecommerce infrastructure" at JMK, Shopify is usually the foundation everything else plugs into.

Shopify is the platform we recommend to nearly every ecommerce client in the $1M–$20M range. It's not because it's perfect — it's because the ecosystem around it is so deep that the total cost of building and maintaining a store is dramatically lower than alternatives. When we say "ecommerce infrastructure" at JMK, Shopify is usually the foundation everything else plugs into.

Where It Excels

The app ecosystem is Shopify's real moat. Klaviyo, ShipStation, Stripe, review apps, subscription tools — everything integrates natively. For our clients, this means we can assemble a best-in-class stack in weeks, not months. The Shopify API is also excellent — it's well-documented, rate limits are reasonable, and webhook support is comprehensive. We pipe Shopify events into n8n workflows constantly.

For growth-stage DTC brands, the Grow plan at $105/month hits the sweet spot. You get professional reporting, lower transaction fees, and enough flexibility to scale past $5M ARR without feeling constrained. The checkout experience is also genuinely best-in-class — conversion rates on Shopify checkout consistently beat custom implementations we've seen.

Where It Falls Short

Shopify's content management is basic. If a client needs a content-heavy site with a blog, editorial features, or complex page layouts, Shopify's native CMS feels limiting. You end up relying on metafields and custom Liquid templates, which adds development cost.

B2B commerce on Shopify is an afterthought. They've made progress with Shopify Plus's wholesale features, but if your client has complex B2B pricing, quote workflows, or account hierarchies, you'll be fighting the platform. Transaction fees on third-party payment gateways (2% on Basic, 1% on Grow) also add up if you're not using Shopify Payments.

How JMK Uses It

Shopify is the ecommerce foundation for our DTC clients. We typically set up the Grow or Advanced plan, integrate Klaviyo for email/SMS, ShipStation for fulfillment, and n8n for custom automation between these systems. We use Shopify webhooks heavily — order creation, fulfillment updates, and customer events all trigger downstream workflows. Data from Shopify flows into BigQuery via n8n for cross-platform reporting.

Who It's Right For

• DTC brands doing $500K–$20M in annual revenue that need a reliable, scalable storefront.
• Businesses that want to move fast with a plug-and-play app ecosystem rather than building custom.
• Companies selling physical products with standard checkout flows and shipping requirements.
• Teams without dedicated engineering staff who need a managed platform.

Who Should Look Elsewhere

• B2B companies with complex pricing, quoting, or account management needs — Shopify Plus or headless alternatives may be better.
• Content-first brands where the blog/editorial experience is as important as the store.
• Businesses that need deep customization of the checkout flow without Shopify Plus.