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Annie Everill

Marketing Executive

Jamie Gentile-Clarke

Managing Director

Matt Cooke

Website Manager

Nathan McEvoy-Swann

Head of Digital and CRM

Charita Chutoorgoon

As ecommerce brands scale, the platform that once felt more than capable can start to show its limits. Many growing businesses reach a crossroads where 

 starts to appear on the radar. The question is not simply about cost. It is about control, flexibility, performance and whether the upgrade supports your next phase of growth.

This guide explores the differences between Shopify Advanced and Shopify Plus, helping you decide whether now is the right time to make the move.

Understanding Shopify Advanced and Shopify Plus

Shopify Advanced is designed for established ecommerce businesses that need more than the basic Shopify plans. It offers improved reporting, lower transaction fees and better shipping and automation tools. 

Shopify Plus, on the other hand, is built specifically for high-growth and enterprise-level merchants. It is not just a plan upgrade but a different tier of service with greater customisation, deeper integrations and more operational control. Shopify Plus is typically used by brands doing high transaction volumes, selling internationally or managing complex workflows across multiple teams.

Key differences between Shopify Advanced and Shopify Plus

At a surface level, both platforms look similar and share the same core Shopify infrastructure, hosting and security. However, the differences become clear once you look at how they support scale and complexity.

Shopify Advanced has a fixed monthly cost, making it predictable and easy to budget for. Shopify Plus pricing is custom and typically starts at a higher monthly fee based on your revenue and requirements. While this can feel like a significant jump, many brands offset the cost through improved efficiency, automation and lower transaction fees at scale.

Shopify Plus allows access to features that are not available on Advanced, including deeper checkout customisation, the ability to edit checkout logic, and more control over the customer journey. For brands that rely heavily on 

 or bespoke checkout flows, this can be a major advantage.

Automation is one of the most compelling reasons to upgrade. Shopify Plus includes Shopify Flow, which enables advanced automation across orders, customers and inventory. This can significantly reduce manual admin and improve operational efficiency as order volumes increase.

As businesses grow, integrations become more complex. Shopify Plus offers higher API limits, which is critical for brands using multiple systems such as ERP, CRM and warehouse management software. This ensures data flows smoothly without hitting performance bottlenecks.

• Your team spends too much time manually managing orders, customers or inventory
• You need more advanced automation than apps can reliably provide
• You are selling across multiple countries and currencies with complex pricing rules
• 

 is restricted by platform limitations
• Integrations with third-party systems feel fragile or slow

When these issues begin to affect efficiency, customer experience or revenue growth, it is usually a sign that Shopify Plus is worth investing in.

The benefits of upgrading to Shopify Plus

For brands that have outgrown Shopify Advanced, the benefits of Shopify Plus often extend beyond features and into how the business operates day to day. Some key benefits of Shopify Plus include:

Shopify Plus makes it easier to launch new stores, regions or sales channels quickly. Whether you are expanding internationally or running short-term campaigns, the platform is built to support speed without compromising stability.

With more control over checkout and customer journeys, Plus merchants can test and optimise at a deeper level. Even small improvements in conversion rates can have a significant impact when traffic volumes are high.

Shopify Plus includes access to a dedicated account manager and priority support. This can be invaluable during high traffic periods, platform changes or major launches, where downtime or delays are not an option.

One of the biggest advantages of upgrading within Shopify is avoiding a 

. Shopify Plus allows you to scale without migrating to a completely new system, reducing risk and disruption, resulting in a smooth and easy transition.

Not every brand on Shopify Advanced needs to upgrade. Shopify Plus makes the most sense when growth creates complexity that the Advanced plan is not designed to handle.

Shopify Plus is usually a good fit if you are:

• Generating high monthly revenue with consistent order volume
• Managing multiple storefronts or international markets
• Relying on complex integrations and backend systems
• Focused on operational efficiency and automation
• Investing heavily in 

If your growth is steady but straightforward, Shopify Advanced may still be the most cost-effective option. The decision should be based on operational needs rather than ambition alone.

The decision between Shopify Advanced and Shopify Plus is less about features and more about readiness. Shopify Advanced is an excellent platform for scaling ecommerce brands, but it has natural limits. Shopify Plus exists to remove those limits when growth demands more flexibility, automation and control.

Imaginaire is an ecommerce agency offering Shopify and 

 for growing brands that need more than just a functional store. 

 and ongoing Shopify maintenance, helping brands improve performance as they scale. For companies considering a move from Shopify Advanced to Shopify Plus, Imaginaire provides strategic guidance alongside hands-on delivery, ensuring the platform is set up to support long term growth rather than just ticking technical boxes.

Wattbike

the human-led tech-enabled ecommerce agency

Shopify Plus vs Shopify Advanced: is it time to upgrade?