E-Commerce Platform Comparison: How to Choose Between Shopify, BASE, and Custom Development

Choosing the Right E-Commerce Platform for Your Business

When launching an e-commerce site, platform selection is a critical decision that directly impacts business growth. While numerous options are available in Japan, they broadly fall into three categories: SaaS platforms like Shopify, free-to-start services like BASE, and fully custom-built solutions. We have seen growing demand for guidance on platform selection from businesses based in Shinagawa and across Tokyo's commercial districts.

Shopify: Global Reach and Extensive Scalability

Shopify is a global e-commerce platform used in over 175 countries. Starting from approximately 33 USD per month for the Basic plan, it offers multilingual and multi-currency support, a vast theme library, and an extensive app store for added functionality. Payment options are diverse, with Shopify Payments leading the way, and the platform is well-suited for cross-border commerce. However, transaction fees on top of the monthly subscription can add up as sales volume grows. Design flexibility depends on theme customization capabilities, and achieving highly unique designs requires Liquid template development skills.

BASE: Getting Started with Zero Upfront Costs

BASE is a Japan-based e-commerce platform that allows you to start selling with zero initial or monthly fees. Its intuitive interface enables anyone to set up a shop and start selling products without technical expertise. It is well-suited for sole proprietors, side businesses, and test sales where starting small is the priority. However, per-transaction fees are higher than Shopify, meaning that as monthly revenue grows, the fee burden increases significantly. Customization options and B2B features are also limited, which may necessitate a platform migration as the business scales.

Custom Development: Complete Freedom and Brand Experience

A fully custom-built e-commerce site offers unrestricted design and functionality, allowing you to fully express your brand identity online. Custom loyalty programs, membership systems, complex inventory management, and integration with core business systems are all possible — requirements that are difficult to meet with SaaS platforms. However, development costs typically range from several million to tens of millions of yen, and timelines can extend from six months to over a year. Ongoing maintenance also requires a dedicated engineering team, making it the most expensive option overall.

Cost Comparison: Initial Investment and Running Costs

In terms of initial costs, BASE is free, Shopify including a theme purchase runs a few hundred dollars, and custom development starts at tens of thousands of dollars minimum. For monthly running costs, BASE charges transaction fees only (approximately 6.6% plus 40 yen per transaction), Shopify charges a monthly subscription starting at 33 USD plus payment processing fees (3.4% and up), and custom builds incur server hosting and maintenance costs ranging from hundreds to thousands of dollars monthly. Once annual revenue exceeds around 100,000 USD, Shopify or custom builds often become more cost-effective overall, making it essential to align your choice with your growth trajectory.

How to Select the Best Platform for Your Business

When selecting a platform, start by assessing your current and projected monthly revenue, product characteristics, required features, and in-house technical resources. BASE suits startups with modest monthly sales, Shopify fits businesses in a growth phase with higher revenue, and custom development is ideal when unique customer experiences or system integrations are essential. Oflight Inc. in Shinagawa offers tailored e-commerce solutions matched to your business stage and goals. From platform selection through development and ongoing operations, we provide comprehensive support — contact us today for a free consultation.