Shopify is built based on WordPress
Moncler, Yeezy and Vetements - which e-commerce platform do the top brands trust?
Moncler, Yeezy and Vetements - which e-commerce platform do the top brands trust?
March 2, 2018 | 5 minutes
Which e-commerce platform do the current top fashion brands actually trust? This is exactly the question we investigated. Our test sample includes top international brands, current hype labels and some successful Swiss brands. According to our analysis, most brands work with the same 5 e-commerce platforms: Shopify, WordPress, Prestashop, Magento and Demandware. We will briefly introduce each platform and list prominent brands that work with it.
The Shopify Camp
Shopify is simply a sexy solution. It looks damn good, is easy to use, and scales at will. Shopify is a “hosted solution”, i.e. in addition to the e-commerce platform, you also get unlimited storage space on the Shopify server. Shopify is structured in such a way that the most important “core files” cannot be touched. This gives the platform the stability and scalability it needs. But Shopify also has its limits and you can feel these in three places in particular. Shopify also charges a 2% sales fee in addition to the monthly subscription fee. However, this can be reduced to 0.25% by means of a subscription upgrade (Shopify Plus). The biggest disadvantage of Shopify, however, is the lack of internationality. If you want to set up several store fronts (e.g. country stores) or want to offer different checkout currencies, you have to run several shops at the same time with Shopify, because Shopify only allows one storefront and currency per shop. This means that the admin effort and the fees are multiplied. In addition, the platform is monolingual. Shops can be translated with the help of 3rd party plugins, but the solutions have not yet convinced us personally because they are a) difficult to use and b) technologically not stable enough. Now we've been nagging too much at the Shopify platform. We love Shopify for its simplicity and good design. If you only serve one market or otherwise have a homogeneous target group, you will clearly get the best price-performance ratio with Shopify. In addition, there is no platform that sleeps as well as with Shopify, because the solution is practically always stable, even without extensive maintenance! Our Shopify Brand List comes as no surprise. We see brands here that are growing extremely quickly, attach great importance to design and serve a homogeneous market.
Aimé Leon Dore
Fear of God
Seeing WordPress on this list will probably surprise many readers. This shouldn't be the case, however, because WordPress is used from simple hobby blogs to one of the largest news portals worldwide. WordPress is the most popular CMS system on the internet. Accordingly, there are countless plugins, tools and themes for this system. The WordPress developer community is unbeatable in its size. All of this is the foundation for why WordPress has a lot to offer as an e-commerce platform today. For many, WooCommerce is synonymous with the WordPress e-commerce platform. This is not surprising as around half of all online shops run on WooCommerce. The statistics should be viewed with caution, however, as many of these shops are not actively operated. The fact is, however, that WooCommerce is just a plugin and, in addition to other e-commerce plugins for WordPress, there is also the solution to program a completely customized cart system within WordPress. Technically, WordPress is 100% flexible. You host the open source platform yourself and can do whatever you want with it. Thanks to the huge pool of plugins and documentation, it is a lot of fun to tinker with the platform. But this is also where the challenge begins. If you do too much with WordPress, you open Pandora's box. In order to build a scalable WordPress solution, you should keep your hands off plugins right from the start and work with professional development teams. This is the only way to achieve results like the following brands.
Moncler (WordPress with Custom Cart)
Valentino (WordPress with Custom Cart)
VETEMENTS (WordPress without a shop, because who needs a shop when you're VETEMENTS)
Ottolinger (WordPress with WooCommerce)
The open source e-commerce platform from France has set itself the goal of solving the problems of international e-commerce in an affordable way and thus also for smaller stores. That is why Prestashop provides a “built-in” solution for multilingualism and the option of offering the checkout in the local currency, depending on the target market. Like WordPress, the platform must be hosted itself, with Prestashop recommending a suitable product. The disadvantages of the platform have to be pulled by the hair. On the one hand, the community is rather small compared to WordPress or Shopify, i.e. it is more difficult to find developers, plugins and documentation to build new features. On the other hand, like WordPress, the solution is said to not scale well. The underlying technology, which is based on the PHP Symfony Framework, was definitely not built to be as efficient as possible with high traffic. So if you expect a traffic boom, you have to be able to react quickly and expect the corresponding server costs. Our Prestashop list includes brands that appreciate the international orientation of the platform. All three were founded in European cities and target an international market with different languages and currencies.
The Magento Clan
Magento is the mother of all e-commerce platforms - at least the ones that still exist today. Just like Prestashop, Magento offers the full package of features, most of which are already “built-in”. This includes multiple storefronts, multilingualism, localized checkout and more. Magento is also based on PHP and has to be hosted itself. It is assumed that the Magento solution scales better than e.g. Prestashop. However, this advantage comes with a hefty price. We say “depending on” here because Magento pricing is extremely complicated. Depending on the combination of version, license and hosting solution, the costs for the solution vary anywhere between $ 5,000 to $ 50,000 + per year. For the most expensive price, the user gets a license for the latest and greatest Magento 2.0 software and a lightning-fast, automatically scaling Amazon server, which is also managed by Magento itself. For larger brands, Magento clearly stands out from Prestashop.
The Sales Force Commerce Cloud a.k.a. Demandware Group
Now we come to the Rolls Royce of e-commerce platforms. Demandware is an enterprise solution for large brands. Starting at around $ 250,000 per year, you get a license for the platform, which, according to Salesforce, the new owner of Demandware, has all conceivable options in terms of design and functionality and at the same time scales as efficiently as possible. The core of Demandware, which is programmed in Java, makes this possible, because Java applications, when properly developed, deal with server resources much more efficiently than comparable PHP applications. The big question with Demandware, however, is much more whether it is really worth paying the significantly higher price when there are dozens of other solutions on the market. The following brands answered this question with a “yes”.
As an outsider, we found a brand that doesn't work with the 5 most popular platforms. On Running uses Spree, an e-commerce platform based on the popular Ruby-on-Rails programming language.
With this article, we hope to get to the heart of the matter that there is more than one way to achieve your goal in e-commerce. Many of these top brands have chosen a “startup” approach and thus avoid high fixed costs. Others, on the other hand, have opted for enterprise solutions and thus minimize their risks. Finally, here is an overview of how often which e-commerce platform has been googled. As always, please feel free to contact us if you have any questions or comments.
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