Website Design
Shopify vs. Squarespace vs. Wix vs. Custom Websites: Which Is Right for Your Small Business?
Starting a business is exciting. Figuring out how to get it online? That can feel like a whole different job. With so many platforms available, it's easy to get overwhelmed. At Rooted Studio & Co., we believe your website should fit your business — not the other way around. Let's break it down without the complicated tech talk.
By Hayley Hughes, Rooted Studio & Co. · · 6 min read
Shopify: Made for Selling
Best for: Online stores, boutiques, product-based businesses, and businesses managing inventory. Shopify is an e-commerce platform designed to help businesses sell products online.
What we love
- Built-in product and inventory management
- Secure checkout and payment options
- Shipping and order management tools
- Options for selling online and in person
- Integrations with marketing and business apps
Things to consider
- Monthly subscription costs
- Some features require paid apps
- Extensive customization may require developer assistance
Our take: If selling products is the heart of your business, Shopify is often a strong starting point.
Squarespace: Simple Meets Stylish
Best for: Service providers, creatives, photographers, wellness businesses, and small boutiques. Squarespace is known for polished templates and an approachable editing experience.
What we love
- Professionally designed templates
- Hosting and website management in one place
- Built-in blogging and SEO tools
- Scheduling and commerce options
- Great for showcasing services and portfolios
Things to consider
- Certain advanced features have limitations
- Complex integrations may require workarounds
- Some business features cost extra
Our take: Squarespace can be a great choice for businesses that want a beautiful, straightforward online presence.
Wix: Flexibility for DIY Business Owners
Best for: Entrepreneurs who want to build and manage their own websites. Wix offers visual website-building tools, templates, and business features.
What we love
- Beginner-friendly editing
- Flexible visual layouts
- Templates for many industries
- Booking, blogging, and e-commerce options
- A variety of integrations
Things to consider
- Extra features may increase monthly costs
- Complex websites can require more management
- Moving to a different platform later may require rebuilding parts of your site
Our take: Wix is worth considering if you want hands-on control over your website without starting from scratch.
Custom Websites: Built Around Your Business
Best for: Businesses with specific design needs, unusual workflows, advanced integrations, or plans for a more tailored digital experience. Unlike template-first website builders, custom websites can be designed around the way your business operates.
What we love
- Greater control over design and functionality
- Opportunities for unique customer experiences
- Tailored integrations and business workflows
- Flexibility to support specialized features
Things to consider
- Initial development may cost more
- Hosting and maintenance need to be planned
- Some updates may require technical assistance
- Quality and scalability depend on how the website is built
Our take: Custom doesn't automatically mean better. It means more tailored. The right choice depends on your goals, budget, and ongoing needs.
Wait… Can I Use Shopify With a Custom Website?
Absolutely! Your storefront and your e-commerce system don't always have to be the same thing. For example, a business can use Shopify to manage products, inventory, and checkout while using a separately built website for the customer-facing experience.
This approach is often called headless commerce. It can offer greater design flexibility, but it also introduces additional development and maintenance considerations.
At Rooted Studio & Co., we've explored this approach through our work with NEPAHEAT, a trading card business expanding its presence from in-person vending to online sales.
So, Which Platform Should You Choose?
Ask yourself:
- Am I primarily selling products or promoting services?
- Do I want to update the website myself?
- What can I realistically afford upfront and monthly?
- Do I need booking, checkout, inventory, or specialized features?
- Will this platform still work as my business grows?
There's no universal winner. The best platform is the one that supports what your business actually needs.
Your Business Deserves More Than a Pretty Website
A website should do more than look good. It should help people understand what you offer, find the information they need, and take the next step — whether that's booking a service, making a purchase, or sending an inquiry.
At Rooted Studio & Co., we help small businesses create thoughtful, functional digital experiences without unnecessary complexity.