Highlights
- Compare Magento vs Shopify in terms of scalability, customization, B2B support, and total cost of ownership, key for Australian businesses at different growth stages.
- Discover which platform aligns best with your needs: Magento for flexibility and enterprise-scale control, or Shopify for ease of use and rapid deployment.
- Learn how SmartOSC, a certified partner of both platforms, can help you implement the right eCommerce solution for long-term success in Australia.
Company Overview: Magento vs Shopify
Understanding the backstory and current status of Magento vs Shopify is crucial before committing to a long-term business relationship with them.
Magento:
Magento is an open-source product, freely downloadable and customizable, but requires significant coding expertise to fully utilize. This often leads merchants to hire third-party developers for eCommerce store development.
It’s essential to choose experienced Magento developers when outsourcing this service. Magento Commerce and Magento Commerce Cloud are commercial offerings aimed at enterprise-level merchants, requiring payment for use.
Shopify:
Shopify, a commercial and hosted solution, hosts eCommerce stores on its platform for a monthly fee. Unlike Magento, Shopify allows users to launch stores without coding knowledge. However, for advanced customization, additional plugins and developer assistance are necessary.
Shopify restricts direct access to its source code, expecting familiarity with its proprietary code language, “Liquid,” for any code modifications. Shopify Plus caters to enterprise users with expanded features and support.
Magento Overview
What is Magento (Adobe Commerce)?
Magento, now branded as Adobe Commerce, began as an open-source eCommerce platform known for its flexibility and developer-friendly architecture. Originally released in 2008, it quickly gained popularity among merchants seeking full control over their online store’s functionality and design. In 2018, Adobe acquired Magento to strengthen its Experience Cloud portfolio, transforming Magento into a powerful enterprise-grade solution for businesses with complex digital commerce requirements.
Today, Adobe Commerce is best known for its extensibility, scalability, and deep customization capabilities, making it a top choice for mid-sized to large businesses, especially those with multi-store operations, B2B workflows, or international presence. Unlike hosted platforms, Adobe Commerce gives developers access to every layer of the system, enabling merchants to build tailored eCommerce experiences that align precisely with their business model.
Key Features of Magento
- Custom product and catalog management: Easily manage thousands of SKUs, product variants, and attributes. Set up personalized catalogs based on customer groups, geographies, or business rules.
- Native B2B tools: Built-in support for company accounts, quote management, requisition lists, negotiated pricing, and purchase order workflows, ideal for wholesalers and manufacturers.
- Multi-store and multi-language support: Run multiple storefronts under one admin dashboard. Localize content, currency, and taxes for different regions or brands.
- Advanced checkout and pricing rules: Customize checkout experiences with dynamic shipping, tax, and discount rules. Support for one-step checkout and guest purchases.
- ERP/CRM integrations: Seamlessly connect to enterprise systems like SAP, Microsoft Dynamics, Salesforce, and others to ensure real-time data synchronization and operational efficiency.
Watch more: BigCommerce vs Shopify: Detailed Comparison for Australian Retailers
Shopify Overview
What is Shopify?
Shopify is a cloud-based Software-as-a-Service (SaaS) eCommerce platform designed to help businesses launch and manage online stores with ease. It has become a go-to solution for direct-to-consumer (D2C) brands and small to mid-sized businesses (SMBs) due to its user-friendly interface, fast deployment, and fully hosted environment. With no need for self-managed servers or deep technical expertise, Shopify empowers merchants to get started quickly and scale with confidence.
For larger or rapidly growing businesses, Shopify Plus offers an enterprise-grade version of the platform. Shopify Plus includes advanced features such as automation tools (Shopify Flow), expanded API limits, dedicated account support, and greater customization capabilities, making it a strong fit for high-volume sellers and global brands looking for simplified operations without sacrificing scalability.
Key Features of Shopify
- Drag-and-drop store builder: Easily create and customize professional online stores using visual tools and pre-designed themes, no coding required.
- Shopify App Store: Access thousands of third-party apps to enhance your store’s capabilities, including marketing, shipping, inventory, loyalty, and analytics tools.
- Built-in hosting and SSL: Shopify handles hosting, site speed optimization, and SSL certificates, ensuring secure and reliable performance with minimal technical overhead.
- Mobile optimization: All Shopify themes are mobile-responsive, offering seamless experiences across devices for both merchants and customers.
- Shopify Markets (for global commerce): Manage localized storefronts, currencies, tax settings, and languages through a unified platform to support international growth and cross-border selling.
In-Depth Comparison: Magento vs Shopify
Choosing between Magento vsShopify goes far beyond aesthetics or brand recognition, it comes down to how each platform aligns with your business’s operations, technical capabilities, and long-term vision. Both are highly capable eCommerce solutions, but they cater to different business models, team structures, and growth strategies. Below, we’ll break down the key areas of comparison, such as ease of use, B2B support, pricing, and integration flexibility, to help Australian businesses make an informed decision on which platform is the best fit.
Ease of Use and Setup
Shopify is widely recognized for its simplicity and ease of use, especially for users with minimal technical experience. The platform offers a streamlined onboarding process with guided tutorials, intuitive dashboards, and a drag-and-drop website builder that allows you to customize your storefront with ease. Pre-built themes and templates help users get their store up and running quickly, often within a day or two.
In contrast, Magento (Adobe Commerce) has a steeper learning curve. Its setup involves installing and configuring the platform on a server (unless using Adobe Commerce Cloud), selecting or developing a theme, and managing extensions manually. Magento’s flexibility requires technical knowledge or the support of certified developers, making it better suited to businesses with dedicated IT resources or those working with an implementation partner. While the setup process is more complex, the trade-off is deeper customization and full control over the platform’s behavior.
Customization and Flexibility
Magento offers complete customization of both front-end and back-end functionality. Because it is open-source, businesses can modify every aspect of the site, from storefront UX to checkout logic, product rules, and backend workflows. This makes it a powerful option for businesses that require tailored digital experiences, multi-channel selling, and highly specific operational setups.
Shopify, by contrast, is built for simplicity and rapid deployment. Customization is available through its Liquid templating language and a large app ecosystem, but certain backend functionalities are locked behind platform limitations. For example, modifying checkout beyond what Shopify Plus allows can be challenging. Shopify is ideal for standard retail use cases and brands that can work within its ecosystem of themes and third-party apps. For more complex customizations, Shopify users often rely on apps or workarounds, which can add to long-term costs and maintenance.
B2B Capabilities
When it comes to B2B functionality, Magento is purpose-built for business-to-business transactions. Adobe Commerce offers native B2B modules, including features like:
- Company account management with role-based permissions
- Requisition lists and quick order forms
- Request for Quote (RFQ) workflows
- Negotiated pricing and contract-based catalogs
- Purchase order support and approval rules
These features make Magento a strong fit for wholesalers, manufacturers, and distributors managing long-term buyer relationships, large product catalogs, and complex procurement workflows.
Shopify, while primarily a B2C platform, has made strides into B2B with Shopify Plus. Shopify Plus merchants can access custom storefronts, customer segmentation, and some advanced pricing features. However, much of Shopify’s B2B functionality depends on third-party apps or custom development. While sufficient for basic wholesale or hybrid models, it lacks the depth and flexibility Magento provides for enterprise B2B use cases.
Pricing and Total Cost of Ownership
Magento’s pricing model involves multiple components:
- Adobe Commerce license fees (if using the paid version)
- Hosting costs (unless on Adobe Commerce Cloud)
- Development and maintenance expenses
- Extension purchases and integrations
This means total cost of ownership (TCO) can be high, especially for large enterprises or businesses requiring custom builds. However, the investment pays off in control, scalability, and robust functionality, especially for companies with specific needs and high revenue potential.
Shopify’s pricing model is simplified and predictable, based on monthly subscription plans ranging from Basic to Plus. Hosting, SSL, security, and support are included. However, additional expenses can come from:
- App subscriptions
- Premium themes
- Transaction fees (unless using Shopify Payments)
- Third-party service integrations
While Shopify offers a lower entry point, costs can scale with usage and reliance on paid apps. It’s best suited for merchants who value predictable monthly fees and are willing to work within the platform’s structure.
SEO and Marketing Tools
Magento offers granular SEO controls, making it highly appealing to businesses focused on organic search performance. Merchants can fully customize:
- URL structures
- Meta titles and descriptions
- Canonical tags
- Robots.txt and sitemap.xml files
- Schema markup for rich snippets
Magento’s open architecture also makes it easier to implement advanced SEO strategies and third-party analytics tools.
Shopify, while not as flexible, still provides solid out-of-the-box SEO features, including:
- Editable title tags and meta descriptions
- Automatic sitemap generation
- Mobile-friendly themes
- Basic schema support via apps
However, Shopify has URL structure limitations (e.g., non-editable folders like /products/, /collections/) and restricted access to server-level files like robots.txt. That said, Shopify excels in marketing integrations, offering seamless tools for email marketing, social media ads, and customer engagement through apps like Klaviyo and Omnisend.
Performance and Scalability
Magento is built to support complex, large-scale operations. When hosted on powerful infrastructure (e.g., Adobe Commerce Cloud, AWS), it can handle thousands of SKUs, high traffic volumes, and global storefronts without sacrificing performance. Merchants can configure caching, CDN, and database optimizations based on their needs, but doing so requires developer involvement.
Shopify, being a fully hosted SaaS platform, offers built-in scalability. All merchants benefit from a robust infrastructure with high uptime, fast loading speeds, and CDN optimization. Shopify handles traffic spikes during high-demand events like Black Friday or product drops without manual tuning. However, it may face scalability limitations in the form of backend restrictions or the need for workarounds when supporting highly customized or multi-store operations.
Integrations and Ecosystem
Magento’s integration capabilities are extensive. Thanks to its open-source architecture and API-driven design, Magento can connect with a wide range of enterprise systems such as:
- ERPs (SAP, Oracle, NetSuite)
- CRMs (Salesforce, Microsoft Dynamics)
- PIMs (Akeneo, Plytix)
- Custom middleware and third-party APIs
Magento also supports headless commerce architectures and progressive web apps (PWAs), offering future-ready flexibility.
Shopify, meanwhile, offers an app-based integration model through the Shopify App Store, which features thousands of tools across payments, shipping, marketing, and operations. Its REST and GraphQL APIs support custom development, but some integrations are less customizable than Magento equivalents. For most small to medium-sized merchants, the plug-and-play nature of Shopify apps is sufficient. But for larger enterprises or complex systems, Shopify may require more creative solutions or reliance on external services to match Magento’s integration depth.
Market Share in Australia
When comparing Magento and Shopify for investment decisions in Australia, understanding their market share and local presence provides valuable insights:
Magento ranks as the second most popular ecommerce platform in Australia, with approximately 3,604 active web stores under the .au top-level domain. This figure is significant given Australia’s smaller population compared to the UK, indicating a strong adoption rate. Google Trends show that Victoria and New South Wales display the highest interest in Magento within Australia. “Magento Australia” is a frequently searched keyword, suggesting a demand for local Magento expertise and support services.
On the other hand, since 2019, the number of active Shopify stores in Australia has grown significantly from 46,000 to 151,179 Websites using Shopify Australia. Around 24.4% of Shopify stores in Australia specialize in selling apparel products. There are 1,673 Shopify Plus stores in Australia, indicating its popularity among larger enterprises. Key apps such as Product Reviews, Geolocation, and Klaviyo are widely installed across Shopify stores in Australia, highlighting essential tools for optimizing business operations and customer engagement.
These insights into Magento and Shopify’s market presence in Australia help businesses make informed decisions based on platform popularity, sector alignment, and local market trends.
Customization for the Australian market
Customization is crucial for addressing specific business scenarios and differentiating your brand in the Australian market. Especially when comparing Magento vs Shopify for this market
Magento excels in customization, offering extensive options for both front-end and back-end modifications. For instance, if you receive product images from multiple suppliers in varying sizes, Magento allows you to customize backend processes to automatically resize these images upon import into your online store.
While Shopify provides a user-friendly platform, its customization capabilities are more limited compared to Magento. Shopify offers a standard online store setup, which means that if you receive product images from suppliers in different sizes, you may need to use third-party applications to resize these images before importing them into your Shopify store.
Customer Experience
Creating a seamless omnichannel eCommerce experience is crucial for converting leads online, and integrating all sales and marketing channels to work harmoniously.Each eCommerce platform, such as Magento vs Shopify, offers distinct advantages in crafting and optimizing customer journeys.
With Magento, you have complete control over your customer experience, allowing you to optimize it for a unique online journey that distinguishes your brand. You gain access to comprehensive reporting functionalities that provide insights into performance metrics, enabling informed decision-making.
Shopify offers a standardized customer experience optimized according to industry best practices. While it provides customer data and insightful reporting, access to the full reporting stack is limited in the basic $29 package, potentially necessitating higher-tier plans for more detailed analytics capabilities.
Watch more: Adobe Commerce vs Magento: Pros and Cons for Australian eCommerce
Product Type
When selecting the eCommerce platform Magento vs Shopify for the Australian market, it’s crucial to ensure it can accommodate the complexity of your product offerings as your business grows.
Magento offers extensive flexibility in product offerings, allowing merchants in Australia to sell any legally permissible product type without restrictions. It supports six different product types: simple, configurable, virtual, grouped, bundle, and downloadable products. There are no limits on product variants or attributes, providing businesses with the capability to offer products with extensive customization options tailored to Australian market demands.
Shopify imposes more stringent controls over the types of products Australian merchants can sell, especially concerning items with higher risk or controversial nature. While Shopify supports simple and downloadable products, it may not fully meet the expanding needs of growing businesses in Australia. Shopify limits products to 100 variants per item, with a restriction of three variant levels or attributes. This means products with more than three attributes, such as size, color, print, and material, must be streamlined or consolidated to fit within Shopify’s operational framework.
Compliance and Security
Magento vs Shopify handle online security and compliance in distinct ways:
As an open-source solution, Magento places the responsibility for security and compliance on the merchant. This typically involves regular updates managed by developers to ensure the store’s security.
In contrast, Shopify manages security updates and patches internally, ensuring that online stores remain PCI compliant without requiring direct intervention from merchants or developers.
Which Platform is Right for Australian Businesses?
Choosing between Magento vs Shopify isn’t just about features, it’s about fit. Australian businesses need to consider regional requirements, local support, and business model alignment to ensure long-term success. Here’s how the two platforms stack up in the local context:
Local Market Considerations
Both Magento and Shopify support a range of Australian-specific needs, but their approaches differ.
- Payment Gateways: Shopify natively supports leading Australian payment solutions like Afterpay, Zip, and POLi, offering seamless checkout for local buyers. Magento also integrates with these gateways but may require more setup or custom modules.
- GST & Tax Compliance: Shopify includes built-in GST settings and tax rounding adjustments for Australia. Magento offers flexible tax rule configurations, which is ideal for businesses with complex tax structures or operating across multiple regions.
- Local Partner Support: Shopify has a large partner ecosystem in Australia, especially for small to mid-sized businesses. Magento has a smaller but more specialized pool of certified agencies and Adobe partners, making it ideal for enterprises seeking tailored development and integration services.
Best Fit by Business Size & Goals
- Magento is best suited for large-scale or complex operations, particularly in B2B, wholesale, or multi-store environments. Its flexibility, deep customization, and powerful backend make it the go-to for enterprises with unique workflows and global ambitions.
- Shopify is ideal for startups, SMBs, and D2C brands looking for a fast and affordable way to launch. Its intuitive interface, built-in features, and rapid deployment timeline help new businesses go to market quickly with minimal overhead.
Whether you need enterprise-level customization or a plug-and-play launchpad, both platforms can thrive in Australia, it all depends on your goals, resources, and growth roadmap.
SmartOSC – Leading eCommerce Solutions Provider for Magento vs Shopify
With over 19 years of industry experience, SmartOSC is a trusted strategic partner for both Magento vs Shopify platforms.
As Magento’s official enterprise solution provider, we have been hosting Meet Magento events across Asia since 2017, sharing our extensive knowledge with developers worldwide. Additionally, as a leading Shopify Plus Agency and certified partner, we harness cutting-edge technology and analytics to optimize businesses’ infrastructure assets.
Our comprehensive services span consulting, design, development, and management across both Magento and Shopify platforms. Specializing in scalable eCommerce systems, SmartOSC integrates robust features with user-friendly interfaces, leveraging our deep expertise.
Having successfully delivered over 300 eCommerce projects globally, we are dedicated to helping businesses achieve their digital commerce goals effectively. Our tailored solutions are designed to foster growth and success in the competitive online landscape, empowering businesses on Magento and Shopify platforms to thrive.
FAQs: Magento vs Shopify in Australia
Which is more scalable for long-term growth?
Both platforms are scalable, but in different ways. Magento (Adobe Commerce) offers deeper backend control, customization, and multi-store capabilities, making it more suited for complex, enterprise-level growth. Shopify, especially with Shopify Plus, scales easily with increasing traffic and sales volume but has limitations when it comes to custom backend workflows.
Can Magento or Shopify support multichannel selling in Australia?
Yes, both platforms support multichannel selling. Shopify excels with Shopify Markets, enabling localized experiences, currency conversion, and global marketplace integrations. Magento also supports multichannel commerce through custom development and third-party extensions, making it ideal for brands needing fully customized, omnichannel strategies.
Which platform is better for SEO optimization?
Magento offers more granular SEO control with customizable URLs, metadata, sitemaps, and server-side adjustments, ideal for technical SEO teams. Shopify provides strong out-of-the-box SEO features and app-based enhancements, but has limitations like locked URL structures that can affect advanced SEO strategies.
What are the key differences in B2B support?
Magento includes native B2B modules like company accounts, custom pricing, quote management, and advanced permissions, making it ideal for wholesale and enterprise-level commerce. Shopify, while primarily B2C-focused, offers B2B capabilities through Shopify Plus and apps, but doesn’t natively match Magento’s depth for B2B operations.
Conclusion
Each platform, Magento vs Shopify, has its pros and cons. Ultimately, the right choice depends on your business’s specific needs and goals. If you’re unsure, contact us – SmartOSC for expert guidance. With over 19 years of industry experience and a global team of 1000+ IT experts across 11 offices, SmartOSC is here to support your eCommerce journey with digital commerce solutions for both platforms Magento and Shopify. Discover how our technical expertise can drive success for your business in today’s digital landscape.
