JustSell vs Shopify
JustSell and Shopify both let you sell online, but they suit different needs. Shopify is built retail-first for direct-to-consumer stores, while JustSell combines B2C retail with native B2B wholesale, EPOS, rental and appointments in one platform, with customer-specific pricing, account-based ordering and 0% commission. JustSell fits multi-channel and trade businesses; Shopify fits pure D2C retail.
How JustSell stacks up
See how JustSell compares with Shopify. No hidden commission, no surprises.
JustSell
| JustSell | Feature | Shopify |
|---|---|---|
| Built in | B2B / wholesale ordering | Limited (Plus or apps) |
| Native | Customer-specific pricing | Requires apps |
| Included | Wholesale portal & accounts | Limited |
| iOS & Android included | Your own branded mobile app | Shared "Shop" app / 3rd-party |
| Built-in EPOS | EPOS / in-store till | Shopify POS add-on |
| Built in | Rental & appointments | Third-party apps only |
| Included | B2C online store | Included (core strength) |
| Included | Inventory management | Included |
| 0%, keep 100% | Commission on sales | No commission; gateway fees may apply |
| Any gateway, no lock-in | Payment gateways | Fees unless Shopify Payments |
| Growing + open API | Third-party app store | Very large (advantage) |
What you would actually pay
Answer the same questions Shopify's pricing page asks. We work out which Shopify plan and which JustSell plan your answers land on, then put the two costs side by side.
Both sides are cheaper yearly. Shopify Grow is £49/mo against £65 billed monthly; JustSell Startup is £36 against £44, which is two months free.
Matched to your answers: the cheapest way to cover 1,500 SKUs, counting SKU top-ups as well as the plan fee. Your 3 users fit on any plan.
Only Shopify tiers by this - Grow allows 5. Every JustSell plan includes unlimited user accounts, so this never moves the JustSell price.
Shopify does not cap SKUs. Startup includes 500, so this adds 1 block at £10 each.
JustSell charges 0% either way, on any gateway.
Both sides charge per rep: about £29 an agent on Shopify - on top of a SparkLayer plan, which the agents ride on - and £40 on JustSell, with nothing underneath it. Leave at zero if you have none.
Your monthly cost, side by side
Your answers put you on
Shopify Grow vs JustSell Startup
Shopify
Grow- Subscription
- £49
- Commission (1%)
- £960
Total / month
£1,009
JustSell
0% commission- Startup
- £36
- Extra SKUs ×1
- £10
- Commission (0%)
- £0
Total / month
£46
Commission on £96,000 of monthly sales
Shopify charges
£960 /mo
£11,520 a year
JustSell charges
£0 /mo
Every order, forever
You would keep
£11,556 / year
£963 a month, on £96,000 of monthly sales.
Where JustSell comes out ahead at that price
Comparing JustSell Startup with the Shopify Grow plan your answers point to. These are the lines JustSell wins - Shopify leads on unlimited products and on the size of its app store.
| Feature | Shopify Grow | JustSell Startup |
|---|---|---|
| Commission on sales | 1% of every order | 0%, on any gateway |
| Payment provider | Fee unless you use Shopify Payments - local currencies and payment methods need it too | Bring your own, no platform fee and nothing gated behind it |
| User accounts | Up to 5 staff accounts | Unlimited user accounts, on every plan |
| Catalogues | Up to 3 catalogues | Unlimited catalogues, on every plan |
| Your own branded app | No native branded app - a third-party builder is about £73/mo | Add-on, £29/mo - iOS and Android, under your brand |
| Field sales rep app | No native field sales - about £29 an agent, on top of a SparkLayer plan | Add-on, £40 per rep - live catalogue and stock |
| Rental, hire and bookings | Third-party apps only | Native JustSell products, sharing one catalogue and stock pool |
| In-store till | POS Pro, £69 per location / month | Cloud EPoS add-on, £42/mo flat, however many tills |
| Customer notifications | Order emails built in - SMS campaigns are pay-per-send on top | Email and SMS notifications in the plan, on every tier |
| Refunds & credit notes | Refunds built in - credit notes need an app | Refunds and credit notes, both built in |
| Onboarding & training | Help centre and 24/7 chat - a launch manager on Plus only | 1-to-1 remote training and self-guided courses, on every plan |
| Support | 24/7 live chat | A named contact - no bots, no queues |
Which platform is best for you?
Pick the platform that matches how you sell.
JustSell is best for
- Wholesalers
- Distributors
- Manufacturers
- B2B & trade businesses
- Multi-channel retailers (online + EPOS)
- Rental & appointment-based businesses
Shopify is best for
- Retail businesses
- Direct-to-consumer (D2C) brands
- Small online stores
- Fashion & consumer products
- Teams wanting the largest app store
Feature-by-feature comparison
How JustSell and Shopify each handle the essentials.
B2B & wholesale ordering
JustSell handles B2B and wholesale ordering as a native, standard feature, while Shopify typically requires the higher-cost Plus plan or third-party apps for equivalent functionality.
JustSell
Trade accounts, quick-order pads, minimum order quantities, order approvals and credit terms are all built in, B2C and B2B run from one catalogue and login.
Shopify
B2B tooling is largely concentrated in Shopify Plus, or bolted on with paid apps, which adds cost and complexity for wholesalers.
Customer-specific pricing
JustSell offers customer-specific and contract pricing natively, whereas Shopify usually needs third-party applications to price by customer or account.
JustSell
Set per-customer price lists, tiered/volume discounts and account-based pricing that can sync from your ERP, no apps required.
Shopify
Custom pricing per customer generally depends on Plus features or apps, and can be limited on standard plans.
Sales channels
JustSell combines multiple sales channels, online store, EPOS, wholesale, rental and appointments, in one platform, while Shopify is retail/D2C-first and adds other channels through separate products or apps.
JustSell
Retail, wholesale, in-store EPOS, rental/hire and appointment bookings share one inventory and customer base.
Shopify
Strong online store; POS, and functions like rental or bookings, come via Shopify POS or the app store.
Branded mobile apps
JustSell includes your own branded iOS and Android ordering app, while Shopify offers the shared "Shop" marketplace app and relies on third-party tools for a dedicated branded app.
JustSell
Your customers download an app under your brand for repeat ordering, push notifications and one-tap reorder.
Shopify
The "Shop" app is a shared marketplace; a fully branded native app typically needs a third-party app builder.
Payments & fees
JustSell charges 0% commission and lets you use any payment gateway, while Shopify applies a transaction fee on non-Shopify-Payments gateways.
JustSell
No platform commission and no per-sale fee, keep 100% of revenue and use your own gateway (Stripe, PayPal, Square and more) with no lock-in.
Shopify
No platform commission, but transaction fees (typically 0.5%–2%) apply unless you process through Shopify Payments.
Pros and cons
A balanced look at the strengths and trade-offs of each platform.
JUSTSELLBuilt for B2B, retail and multi-channel selling
Pros
Built for B2B commerce as well as retail
Customer-specific & contract pricing native
Wholesale ordering workflows and trade accounts
0% commission, keep 100% of revenue
Retail, EPOS, rental and appointments in one platform
Your own branded iOS & Android app
Cons
Smaller third-party app store than Shopify
Newer, less globally recognised brand name
SHOPIFYStrong for D2C retail and its app ecosystem
Pros
Very large app ecosystem
Fast, easy setup for D2C stores
Huge selection of themes
Strong retail / consumer support
Cons
Requires apps or Plus for many B2B functions
Transaction fees on non-Shopify-Payments gateways
Rental, bookings and full EPOS need add-ons
Compare JustSell with other platforms
See how JustSell measures up against the other tools you may be weighing up.
Ready to switch from Shopify?
Get a tailored quote for your business, or book a live demo to see JustSell in action.
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Frequently asked questions
Everything you need to know about how JustSell compares with Shopify.
For wholesalers, JustSell is generally the stronger fit because B2B ordering, customer-specific pricing, quick-order pads and credit accounts are built in on standard plans. On Shopify, comparable wholesale functionality usually depends on the higher-cost Plus tier or paid third-party apps.
Shopify can handle B2B sales, but its native B2B features are concentrated in Shopify Plus, and many merchants add paid apps to cover wholesale pricing, account ordering and net terms. JustSell includes this B2B functionality on standard plans.
JustSell is typically better for distributors. It supports account-based purchasing, per-customer price lists, bulk ordering and ERP integration natively, which are core requirements for distribution businesses that Shopify usually meets only with Plus or additional apps.
No. JustSell takes 0% commission and no per-sale transaction fee, and you can use any payment gateway. Shopify does not charge a platform commission either, but it applies a transaction fee (typically 0.5%–2%) on orders processed through gateways other than Shopify Payments.
For wholesale and B2B, alternatives to Shopify include platforms with native B2B tooling such as JustSell, which combines a B2C store with wholesale pricing, trade accounts and multi-channel selling (EPOS, rental, appointments) in one system rather than relying on apps.
Yes. JustSell is built in the UK with GBP pricing, UK payment gateways and UK-based onboarding, and it combines retail, wholesale, EPOS, rental and appointments in one platform, a strong fit for UK retailers, wholesalers and trade suppliers wanting more than a single-channel store.
Yes. JustSell offers guided migration and white-glove setup, including importing your products, customers and orders, rebuilding your storefront and configuring the channels you need, so you can switch with minimal disruption.
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