Shopify is the world's No. 1 e-commerce platform. It is used by over 600,000 online shops in 175 countries, and a Japanese subsidiary was established in 2017. As localization progresses, its use within Japan is also increasing.
As the world's No. 1, Shopify has a full range of features. However, as it was a latecomer in Japan, it is not always an option for opening an online store. Therefore, we will compare the features of Shopify with BASE and STORES.jp, which have seen a rapid increase in the number of users in recent years, and consider whether Shopify is a good choice for starting an online store.
The biggest difference is whether it's free or paid
The main difference between Shopify and BASE/STORES.jp is whether or not they offer a free plan. BASE can be used for free, from creating a website to registering and selling products, creating blogs, and email newsletters. STORES.jp also has a free plan, which is quite limited to selling up to five items, but you can still start an online store with it.
On the other hand, Shopify starts at $29 per month (3,220 yen as of September 1st). There is no free plan. Instead, it offers a wide range of support for online stores, including site creation, payment methods, and SEO.
If you want to get the same support from BASE/STORES.jp, you will need an add-on or be asked to switch to a monthly plan. In other words, Shopify does not have a free plan, but instead has many features, while BASE/STORES.jp is free to use, so its features may seem limited as you operate your online store.
So what are the differences in functionality? Let's take a look at each service individually.
Shopify is multifunctional and has great SEO capabilities
Let's start with Shopify. There are three plans: Basic Shopify for $29 per month, Shopify for $79, and Advanced Shopify for $299. The differences are in fees, number of accounts, reporting features, etc.
For Basic Shopify, the domestic credit card fee is 3.4%, while Advanced Shopify is slightly lower at 3.25%. The number of accounts can be shared by multiple staff members, 2 for Basic Shopify and 15 for Advanced Shopify. Also, if you are using Shopify or higher, you can view advanced reports.
There is also a plan called Shopify Lite ($9 per month) that allows you to open an online store on a website you already own or on Facebook.
There is no difference in basic functions such as website design and product registration among the three plans. You can choose from over 100 template themes for your website, and you can also edit HTML and CSS. There are many payment methods, including credit cards, convenience store payments, PayPal, Amazon Pay, and more.
*The payment methods available vary depending on the country of sale.
It also has comprehensive SEO measures, allowing you to set H1 tags, title tags, description tags, and meta tags for each page. Sitemap.xml is also automatically generated.
One unique feature is that it also has a cart abandonment prevention feature that sends emails to users who add an item to their cart and then abandon it.
For fulfillment that handles everything from orders to shipping and returns, you can use services such as Fulfillment by Amazon (FBA), Rakuten Super Logistics, and Shipwire. You can also use custom fulfillment services. However, since these are external services, for example, FBA will cost you 5,292 yen per month plus a sales fee.
Other features include an unlimited number of registered products, product discounts, acquisition of your own domain, creation of blogs and e-mail newsletters, communication with users via Facebook Messenger, SSL support, shipping settings, and download sales support.
It also works with many other services, including Pinterest, Instagram, Facebook, Twitter, and Tumblr. It also works with MailChimp for email newsletters and Google Analytics for site analysis. You can also use Logikura, which handles everything from inventory management to shipping.
BASE is free but can be used effectively
BASE is an e-commerce service that started in 2012. Its selling point is how easy it is to design a site, make payments, expand its functions, and attract customers.
The service is free to use, but there is a 3.6% + 40 yen settlement fee and a 3% service fee for each order. If you withdraw sales of less than 20,000 yen, you will be charged a 500 yen fee and a 250 yen transfer fee. If you withdraw sales of more than 20,000 yen, there will be no 500 yen fee.
There are 11 types of site design templates. Paid templates are also available from 5,000 yen. You can also edit HTML and CSS using the extension function. Payment methods include credit card, carrier payment, convenience store, bank transfer, and deferred payment (subject to screening). There is no limit to the number of products that can be registered.
SEO measures are also available as an extension, allowing you to add any keywords and descriptions you like for each product.
Other extensions include live streaming, messaging with users, product discounts, blog and e-mail magazine creation, shipping settings, custom domains, and integration with Google Analytics. One interesting feature is that it has a feature where a photographer will take photos of your products. Some extensions require a fee.
Product storage, packaging, and shipping services are also available via the extension, with storage fees starting from 980 yen and shipping fees starting from 650 yen per item.
The social networking sites are linked to Twitter, Facebook, Ameba, and Instagram. Registered products are displayed on the BASE shopping app, and can be purchased, which is unique to BASE.
STORES.jp offers unique sales promotion services
STORES.jp also launched its service in 2012. Like BASE, its strength is its simplicity, with the slogan "You can create an online store surprisingly easily in as little as two minutes!"
There is a free plan and a paid plan that costs 1,058 yen per month, and there is a big difference in what you can do. As I wrote at the beginning, the number of products you can register is up to 5 items with the free plan. With the paid plan, it is unlimited.
There are also restrictions on payment methods for the free version, with only credit cards, convenience stores, bank transfers, PayPal, deferred payment, carrier payments, and Rakuten Pay available, while the paid version also supports cash on delivery and Amazon Pay.
Other features include your own domain, free SSL support, product discounts through coupons, and integration with Google Analytics with a monthly plan.
The transaction fee is 5%. For Amazon Pay, it is 4%.
There are nine website design templates. You cannot edit HTML or CSS. There are also no SEO features.
The same functions as Shopify and BASE include email newsletters, shipping settings, etc. You can also use OpenLogi's warehouse service.
Prices for warehousing services vary quite a bit, with warehousing fees starting at 19 yen per item, storage fees starting from 0.2 yen per item per day, and domestic shipping fees starting from 356 yen per item.
In terms of functionality, it is weaker than Shopify and BASE, but it offers a unique "promotion function" and "POP UP KIT" that can lead to sales promotion.
The promotion feature is a sales support function that allows products to be exposed and advertised on shopping sites affiliated with STORES.jp. Sites include Mobaoku and mail-order mail order Item Post. When a product is purchased through a listed site, a sales commission of 10% of the product price is charged.
POP UP KIT is a service that allows you to hold a pop-up event. Once you apply and pass the screening, they will help you find a venue, provide an iPad register, and prepare an event manual. The usage fee is 15% of sales, and is paid after the event is held.
Shopify for online store functionality
Let's compare them again in terms of functionality.
| Shopify | BASE | STORES.jp | |
| Amount | Monthly fee $29 (Basic Shopify) $79 (Shopify) $299 (Advanced Shopify) Credit card fees apply (domestic 3.4% + 0 yen / international 3.9% + 0 yen) |
Free to play 3.6% + 40 yen per purchase 500 yen fee when withdrawing sales (free for purchases over 20,000 yen) Bank transfer fee: 250 yen. Some feature extensions incur charges. |
Two plans: free and monthly 1058 yen (monthly) Payment fee: 5% (Amazon Pay is 4%) Next day transfer option available |
| Number of products | Unlimited | Unlimited | 5 items (free plan) Unlimited (Monthly Plan) |
| Payment Method | Credit card / 2Checkout / Alipay Global / Amazon Pay / BitPay / Coinbase Commerce / CyberSource / GoCoin / KOMOJU・Convenience store / PayPal Express Checkout / PUT IT ON LAY-BUY / Shopify Payments and over 100 others | Credit card / Carrier payment / Convenience store / Bank transfer / Postpaid (subject to screening) | Credit card / Convenience store / Bank transfer / PayPal / Postpaid / Carrier payment / Rakuten Pay / Cash on delivery (monthly plan) / Amazon Pay (monthly plan) |
| Site Design | Choose from over 100 themes (10 free themes) | 11 types (paid templates available) | 9 types (paid templates available) |
| HTML/CSS editing | ○ | ○ | × |
| Own domain | ○ (Available for purchase through Shopify) |
○ (Domain is provided by individual) |
○ (Domain is provided by individual) |
| Mobile Compatible | ○ (Responsive) |
○ (Products for sale will automatically be displayed on the BASE app) |
○ |
| SEO Measures | Setting H1 tags, title tags, description tags and meta tags for each page | Add any keywords and descriptions for each product | × |
| Social media integration | Pinterest / Instagram / Facebook / Twitter / Tumblr | Twitter / Facebook / Ameba / Instagram | LINE (for management) / WEAR / Instagram |
| Blogging | ○ | ○ | × |
| Newsletter | ○ (Can be linked with MailChimp) |
○ | ○ |
| Live Streaming | × | ○ | × |
| message | ○ (Facebook Messenger) |
○ | × |
| SSL | ○ | ○ | ○ |
| Abandoned cart prevention | ○ (You can send email to users) |
× | × |
| Shipping fee setting | ○ | ○ | ○ |
| discount | Coupons, discounts, etc. | Coupons, discounts, etc. | Coupon issued (monthly plan only) |
| Inventory Management | Can be linked with Logikura and fulfillment services | Warehouse service available | There is also a warehouse service using Open Logi. |
| 4. Data Analysis | Google Analytics integration | Google Analytics integration | Integrates with Google Analytics (monthly plan only) |
| Download sales | ○ | ○ | ○ |
| Multilingual Support | Supports 50 languages | English (if user has browser settings) | English |
| support | 24-hour email, chat and phone support (English) | Email (Weekdays: 10:00-19:00) Chat (Weekdays: 13:00-18:00) |
Email (there may be a time lag of about one week) |
Looking at payment methods, site design, etc., Shopify seems to have the advantage. It is also worth noting that it has the lowest payment fees among the three services. If you are trying to increase your sales by increasing the number of products and selling more, the lower the fees, the better.
As mentioned at the beginning, there is a difference between the free and paid plans. The free plan of STORES.jp has many restrictions, which may make it inconvenient for running an online store. Although BASE charges for some of its extended features and warehouse services, the costs seem to be low.
Shopify has the advantage when it comes to SEO, which is important for attracting customers to online shops. BASE also allows you to set up SEO to some extent, but since you can't make detailed settings, it seems better to focus on attracting customers through shopping apps and live streaming. STORES.jp doesn't allow for SEO measures, so it's better to use pop-up stores or external sites.
If you are a beginner and want to get serious about opening an online store, Shopify is recommended because it offers far more than the other two services.
On the other hand, BASE is for people who want to keep running costs down, while STORES.jp is for people who want features that the other two don't have, such as cash on delivery or who want to hold pop-up events.
The service you choose will depend on the direction of the online shop you want to open, but Shopify is definitely a service that you should consider.
(Updated November 2018)
*The content and fees of each service may differ from current ones.
