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Shopify implementation, migration, and evolution
Shopify For B2C, B2B, and D2C operations that need to sell, integrate, and evolve.
e-Plus plans, implements, and evolves Shopify operations for brands, retailers, industries, and companies undergoing digital transformation.
From customized themes to Advanced and Plus projects, we connect experience, checkout, catalog, orders, inventory, payments, logistics, data, and integrations in an architecture tailored to each company's current needs.
B2C, B2B and D2C
integrated or independent operations
Advanced and Plus
structure for evolving operations
Custom theme or project
implementation according to complexity
Trading platform
Shopify
Trading platform
Virtual store
B2C
B2B
D2C
physical stores
Marketplaces
Social Media
International markets
Operational base
Products · Customers · Orders · Inventory · Payments · Data · Integrations
Explore the Shopify platform.
The
What is Shopify and how does the platform work?
Shopify is a commerce platform that brings together the main structures needed for a company to sell online, in person, and through different channels.
The company subscribes to a plan and begins using an infrastructure managed by Shopify itself. This reduces the need to maintain servers, perform manual platform updates, or build the entire technological foundation of an e-commerce business from scratch.
Within the Shopify admin panel, businesses can manage products, customers, orders, inventory, promotions, payments, content, automations, marketplaces, and sales channels. Available features and their limitations vary across the Basic, Grow, Advanced, and Plus plans.
Shopify provides the foundation for the operation. Deployment defines how that foundation will be configured, customized, and integrated into the business.
Retail
Product management, pricing, promotions, shopping cart, checkout, payments, and orders.
Operations
Control of customers, inventory, locations, processing, returns, and sales data.
Channels
Selling through online stores, social media, marketplaces, physical stores, and other points of contact.
Automation
Executing processes through Shopify Flow, apps, and integrations.
Extensibility
Ability to use themes, apps, APIs, Shopify Functions, and custom development.
Shopify can cater to everyone from businesses launching their first store to multi-market operations, physical stores, B2C, B2B, and D2C structures, and complex integrations. The plan, deployment model, and architecture need to be chosen according to the company's actual situation.
Framework
For which businesses might Shopify be a good fit?
Shopify can cater to different business models. The key factor isn't just company size, but the combination of speed, experience, processes, team, markets, integrations, and investment capacity.
Brands and influencers
For those who want to create their own operation, control the brand experience, and establish a direct relationship with the consumer.
retailers
For companies that need to sell online, integrate physical stores, manage inventory, and connect different sales channels.
Industry
For organizations that want to develop D2C channels, serve B2B buyers, or combine direct sales, distributors, and consumers.
Expanding companies
For operations that need to internationalize, expand their team, integrate new systems, or evolve to Advanced and Plus.
Companies migrating
For businesses that already sell on another platform, but are looking for a simpler management experience and a broad technology ecosystem.
Omnichannel operations
For businesses that need to connect their online store, physical locations, inventory, customers, orders, and different delivery options.
Shopify is especially interesting when the company is looking to:
Speed to launch and evolve
More accessible administration for the team.
A broad ecosystem of themes and applications.
Integration with different channels
Structure for internationalization
Ability to start simple and evolve
B2C, B2B and D2C experiences
Connection between online store and physical operation.
When is it necessary to analyze architecture in more depth?
Projects with significant complexity in ERP, OMS, taxation, logistics, marketplaces, multiple companies, multiple countries, or proprietary commercial rules require a more comprehensive diagnosis.
In these cases, the choice should not only consider the plan. It is necessary to evaluate integrations, applications, checkout, governance, operational model, and potential limitations before starting the project.
The best advice isn't always to start with the most expensive plan. It's to start with the structure that meets your current needs without hindering the next stage of growth.
Architectural vision
How a Shopify operation is structured
The online store is just the visible layer for the customer. Behind it, Shopify organizes different areas of the operation that need to work in a coordinated manner.
Layer 1 · Experiences and channels
B2C Store
B2B Portal
D2C Experience
Physical store
Social Media
Marketplaces
International markets
Layer 2 · Shopify Platform
Products and collections
Customers and companies
Prices and promotions
Shopping cart and checkout
Orders
Stock and locations
Content
Reports
Automations
Layer 3 · Ecosystem and systems
ERP
PIM
CRM
OMS
Conveyors
Gateways
Marketplaces
Customer Service
Data
Apps
A consistent implementation needs to define what information will be managed in Shopify, what will remain in external systems, and how this data will be synchronized. This definition avoids rework, duplicate registrations, inventory conflicts, and excessive reliance on manual processes.
business models
B2C, B2B, and D2C can operate in an integrated or independent manner.
Shopify can be used to sell to end consumers, directly by manufacturers or brands, and also to other businesses. Each audience can have specific products, prices, content, commercial terms, and customer journeys.
B2C — Sales to the end consumer
- Prices and public promotions
- Seasonal campaigns
- Relationship programs
- Integration with physical stores
- Different payment and delivery options
- Selling through marketplaces and social media
B2B — Sales to businesses, resellers, and distributors
- Registration of companies and branches
- Different buyers within the same account
- Specific catalogs and negotiated prices
- Quantity rules and payment terms
- Self-service requests
- Own trade flows
D2C — Direct sales by the industry or brand
- Brand experience
- Direct relationship with the consumer
- Control over content and data
- New releases and exclusive products
- Integration with the industrial structure
- Interaction with distributors and B2B channels
Shared base
Products · Inventory · Customers · Orders · Data · Integrations
Connected to the B2C experience, the B2B portal, and the D2C experience.
B2C, B2B, and D2C don't necessarily need to exist as separate stores. The decision depends on factors such as catalog, brand identity, markets, integrations, commercial policies, teams, and the level of independence required for each operation. Shopify B2B is currently available in Basic, Grow, Advanced, and Plus plans, but features such as catalog size, contextual experiences, and advanced payments vary between plans.
Experience and interface
A Shopify store can start from a theme or a custom design.
The theme controls the appearance and some of the behavior of the online store. It organizes elements such as header, footer, storefronts, product pages, collections, shopping cart, and content.
In Shopify, the theme structure is composed of layouts, templates, sections, and blocks that can be configured or customized. Templates control the different page types; sections and blocks function as reusable content and interface modules.
Customized Shopify theme
The implementation starts with a free or premium theme and adapts the experience to the company's identity and needs.
- Theme selection
- Application of visual identity
- Organization of menus and display cases
- Page creation
- Customizations in Liquid, CSS, and JavaScript
- Proprietary components and essential applications
- SEO preparation and mobile optimization
- Checkout setup, tracking, and analytics
Custom-developed theme
The interface is built specifically for the brand, while maintaining Shopify's thematic structure.
- Specific experience requirements
- Design as a strategic differentiator
- Specific schedules
- Components and behavior under total control.
headless commerce
In a headless architecture, the interface is developed separately and connects to Shopify via APIs. Shopify offers Hydrogen as a recommended framework for headless development and Oxygen as a hosting platform for Hydrogen storefronts.
- Clear business and technology rationale
- An experience that demands a great deal of freedom for development.
- Different channels using the same commercial base.
- Appropriate team and technical governance
Architecture should be defined by necessity, not by the desire to use more complex technology.
Purchase completed
Checkout, payments, and conversion experience
Checkout is the step where the customer enters their information, chooses delivery, selects the payment method, and completes the order. Shopify provides a standardized checkout structure, which can be visually adjusted, enhanced with apps, and customized to varying degrees depending on the plan.
Leak
Contact details, login, customer account, and buyer information.
Delivery
Address, shipping methods, pickup and logistics alternatives.
Payment
Payment providers, digital wallets, and payment methods available to the store.
post-purchase
Thank you page, order status, history, and customer account.
What might vary depending on the plan?
Basic and Grow
They allow visual customizations, operation settings, and the use of compatible applications in permitted areas.
Advanced
It expands the possibility of adapting checkout and accounts for specific markets.
ShopifyPlus
It offers advanced features for customizing critical checkout steps, payment methods, delivery options, and specific experiences.
Shopify allows you to customize checkout, thank you, status, and account pages through the editor and apps. Marketplace-specific customizations are available in Advanced and Plus plans, while some advanced shipping and payment customizations are exclusive to Plus.
Important note regarding payments.
The availability of providers, payment methods, currencies, installment options, and digital wallets varies depending on:
- Company's country
- Business eligibility
- Contracted plan
- Contracted provider
- Market served
- Rules of the processor itself
AI for operation
Sidekick and artificial intelligence within the Shopify admin.
Sidekick is Shopify's artificial intelligence assistant. It works within the admin panel and uses the store's context to guide users, analyze information, generate content, and perform tasks. Changes can be prepared by Sidekick and presented for review before being applied.
Content
Assistance in creating and editing descriptions, pages, posts, campaigns, and other materials.
Products and collections
Creation, editing, organization and updating of business information.
Data and reports
Generating reports and queries using natural language questions.
Operations
Support in managing orders, discounts, domains, metadata fields, and other settings.
Automation
Creating and refining workflows in Shopify Flow.
Development
Generating resources and apps to address specific operational needs.
Sidekick understands the store's context and respects each user's permissions.
Artificial intelligence can accelerate tasks, but it doesn't replace governance, human review, business strategy, or technical validation. Content, settings, and actions suggested by AI should be reviewed before publication or execution. Sidekick is integrated with the admin panel, can generate content, reports, workflows, and apps, and its features and limitations vary depending on the plan.
Process automation
Shopify Flow: Automate tasks that don't need to rely on manual work.
Shopify Flow is Shopify's automation platform. It monitors store events and automatically executes tasks according to rules defined by the operation.
It can be used to automate activities related to orders, customers, products, inventory, payments, risk management, marketing, B2C, B2B, D2C, and integrated applications. Shopify Flow is free on the Basic, Grow, Advanced, and Plus plans — some actions and limits vary depending on the plan.
In one sentence
When something happens in the store, Flow checks the rules and decides what to do next.
How works
01
Trigger — What happened?
This is the event that initiates automation.
- Order created
- Payment confirmed
- Registered customer
- Reduced stock
- Updated product
- Scheduled time reached
02
Condition — Does the situation meet the criteria?
The condition analyzes information before allowing an action to be executed.
- Order above a certain value
- Customer with a specific tag
- Stock below the limit.
- Order belonging to B2B
- Delivery to a specific region
- Transaction identified as risky
03
Action — What should Shopify do?
- Add a tag
- Send a notification
- Update a registration
- Launch an application
- Send information
- Interrupt or terminate a process.
Practical example
Kitten
Order created
Condition
Order value above R$ 5.000
Share
- Add tag "High-value customer"
- Notify the responsible team.
- Send the opportunity to the CRM.
Examples by area
Orders
- Identify high-value orders
- Separate B2C, B2B, and D2C orders.
- Mark orders by channel or region.
- Alert about exceptions.
- Forward cases for approval.
floating
- Notify me when a product is running low.
- Identify unavailable products.
- Notify purchases or merchandising
- Organize products by rules.
Clients
- Identify repeat customers
- Segment buyers
- Add tags
- Trigger CRM
- To begin a relationship journey.
B2B
- Identify corporate requests
- Notify the responsible seller.
- Notify the finance department.
- Organize orders by company or condition.
Risco
- Identify requests that require analysis.
- Prevent automatic processing
- Report the incident
- Notify the responsible team.
When to use
- It happens repeatedly.
- Follow a clear rule.
- It uses data available on Shopify or in apps.
- It shouldn't depend on a person's memory.
- We need to reduce errors.
- It can be triggered by an event or time.
When it doesn't replace another solution.
- ERP
- OMS
- CRM
- Complex transactional integration
- Price engine
- Specialized application
- Rule that needs to be calculated within the real-time checkout process.
Connection to external systems
What does it mean to send an HTTP request through Shopify Flow?
An HTTP request is a message sent over the internet from one system to another. In Shopify Flow, this action allows you to send information to an external URL or request data from another system when there is no built-in action for the service being used.
Analogy
Imagine Shopify Flow as a collaborator following a process. Without the HTTP request, it only works with the tools already connected. With the HTTP request, it can contact another system, send information, receive a response, and continue the process.
Visual example
01
Payment confirmed
The order was paid for through Shopify.
02
Rule evaluated
Flow identifies the channel, market, or unit responsible.
03
Data sent
Order number, products, customer, address, and value are sent to an external URL.
04
System responds
The system indicates whether it has received and processed the data.
05
Flow continues
Automation records success or alerts the team in case of failure.
Most common methods
GET
To consult or request information. Example: to check if a registration has been approved.
POST
Send or create information. Example: register an order in another system.
PUT or PATCH
Update existing information. Example: modify the status of an external record.
DELETE
Request the removal of information.
Availability by plan
- Basic: Shopify Flow is available, but without the HTTP request action.
- Grow, Advanced and Plus: HTTP request available — on Plus, with usage limits related to plan capacity.
Flow waits for a response for a limited period and may retry in case of certain failures. Therefore, HTTP requests are useful for automations, but they don't replace all critical integrations.
When it can work well
- Sending structured notifications
- Job Opportunities Registry
- Communication with a webhook
- Objective update in external system
- Simple consultation
- Lower volume and less critical process
When to evaluate a dedicated integration
- Big data
- Two-way synchronization
- Queueing Processing
- Multiple dependencies and continuous monitoring
- Advanced Error Handling
- Critical integration for billing, inventory, or orders.
- Need for an instant response
Real-time business logic
Shopify Functions: custom rules executed during checkout.
Shopify Functions allows you to customize parts of your Shopify backend logic. While Flow typically reacts to an event and initiates a process, Functions can directly participate in decisions made in the cart and at checkout.
Shopify executes the function on its own infrastructure and uses the result to apply the business rule.
In one sentence
Flow automates processes. Functions change transaction rules in real time.
How works
01
The customer starts the purchase.
Add products, provide information, or proceed to checkout.
02
Shopify identifies the timing of the rule.
- Discount calculation
- Shopping cart validation
- Delivery options
- Payment Options
03
The function receives the necessary data.
- Products, quantities and subtotal
- Buyer and market
- Address
- Attributes and metafields
04
The rule is calculated
The code executes the defined logic.
05
The result is applied.
The shopping cart or checkout displays the corresponding condition.
Applications
News
- progressive discounts
- Conditions by product
- Rules by quantity
- Benefits by segment
Validations
- Minimum order value for B2B orders.
- Minimum or maximum quantity
- Combination blocking
- Validation before closing
Delivery
- Hide modes
- Reorganize alternatives
- Specific options per buyer
Payment
- Hide payment methods
- Reorder options
- Adapting methods to the purchase
Cart
- Kits and bundles
- Composite products
- Grouping or separating items
Practical examples
B2C
Apply a progressive discount when the consumer buys three products from a specific collection.
B2B
Block the order from being finalized if it does not reach the minimum value defined for the company.
D2C
To offer a special condition to customers who are members of a specific brand program.
international
Restrict delivery options based on market, address, or cart contents.
Availability
- Public apps: Stores on any plan can use public Shopify App Store apps that contain Shopify Functions.
- Custom Apps: Only Shopify Plus stores can use custom apps with Shopify Function APIs. Some specific capabilities may also depend on the plan and API used.
Quick comparison
| Situation | Most likely resource |
|---|---|
| Marking an order after it has been created | Shopify Flow |
| Send a notification to the team. | Shopify Flow |
| Send information to another system. | Flow or integration |
| Calculate a discount during checkout | Shopify Functions |
| Block a shopping cart that does not comply with a rule. | Shopify Functions |
| Change payment or delivery options | Shopify Functions |
| Synchronizing high-volume ERP systems | Dedicated integration |
Prices and products by target audience
B2B catalogs: show the right product mix and price for every buyer.
A B2B catalog determines which products, prices, and conditions a group of corporate buyers can view. The company can work with the same product base and present different conditions to distributors, resellers, franchises, branches, or strategic clients.
In one sentence
The product itself may be the same. Availability, price, and commercial terms change depending on the buyer.
How works
01
The company is registered.
A corporate client is associated with a company and, when necessary, with a branch or location of the company.
02
The catalog is assigned.
- Products available
- Pricing
- Quantity rules and increments
- Volume pricing
03
The buyer accesses the account.
Shopify identifies the corresponding B2B company or marketplace.
04
The correct experience is presented.
The buyer views products, prices, and conditions that match their profile.
Example
B2C and D2C Consumer
- Retail price
- Public promotions
- Open catalog
- Immediate payment
Distributors
- Selected products
- Wholesale price
- Minimum order
- Quantity rules
Resellers
- Specific mix
- Another table
- Packaging multiples
- Negotiated deadline
Strategic clients
- Own prices
- Exclusive products
- Conditions defined in the contract.
What can be configured: product availability, specific prices, minimum and maximum quantities, bulk purchases, progressive pricing by volume, and B2B discounts. B2B catalogs allow you to control products, prices, quantities, and volume pricing.
Basic, Grow and Advanced
Up to three active catalogs in total across all B2B markets.
ShopifyPlus
- Unlimited catalogs
- Direct assignment to the company or branch.
- Greater customer-centric customization
- Advanced B2B payments
The Basic, Grow, and Advanced plans allow up to three active catalogs; the Plus plan offers unlimited catalogs and direct assignment to specific businesses and locations.
Selling in different markets
Shopify Markets: Adapt your operation to specific countries, regions, and audiences.
Shopify Markets helps organize and personalize experiences for different markets within the platform. A market can represent countries, regions, or customer groups with specific needs.
Possibilities
Languages
Content may be presented in different languages, depending on the store's configuration and translation.
Coins
Display and processing in currencies compatible with the payment system used.
Domains
Using domains, subdomains, or subfolders to organize regional experiences.
Products
Product availability depends on the market served.
Pricing
Price adjustments and, in compatible plans, specific pricing by country or region.
Content
Adapting store elements and theme for specific markets.
Taxes and imports
Tools to support the presentation and collection of import taxes in compatible plans and markets.
Example
Brazil
- Portuguese
- Local prices and content
- Payment options available
- National trade policy
Portugal
- Adapted Portuguese
- Euro
- Regional domain
- Suitable catalog and logistics
United States
- English
- Dollar
- Selected products
- Specific commercial and delivery rules
Markets doesn't necessarily mean a new store. When catalog, staff, systems, and processes can remain centralized, a single store with Markets can serve different regions. Advanced expands pricing and international trade controls, including regional adjustments and import tax collection in compatible scenarios.
Multiple operations on Shopify Plus
Expansion stores: independent stores within the Plus organization.
Expansion stores are additional Shopify stores linked to the same organization and Shopify Plus contract. The organization can centralize users and billing, but each store maintains its own settings, data, and storefront.
Visual structure
Shopify Plus Organization
Centralized management
Users, roles, permissions, billing, and organizational overview.
Main store
International expansion store
B2B Loyalty
VIP or employee store
Quantity included
A Shopify Plus organization can have one main store, up to nine expansion stores, and staging stores that don't count towards the standard limit. More stores may be subject to review and additional charges from Shopify.
Possible uses
International expansion
Product line extension
B2B Loyalty
Employee store
VIP Operation
Specific physical structure
What is not shared automatically
Each store has its own separate categories: products, collections, customers, orders, inventory, settings, themes, apps, and content. Changes made to one store do not automatically appear in the others.
When data synchronization is necessary, ERP, PIM, OMS, middleware, applications, or custom integrations can be used.
Use Markets when
- A single store can serve the markets
- The catalog is mostly shared.
- Management should remain centralized.
- The differences are mainly in language, currency, price, or content.
Evaluate a store expansion when
- Each operation requires its own management.
- Teams are independent.
- Systems or applications are different.
- Catalogs and processes vary widely.
- B2B operations require greater separation.
Important guidance: Expansion stores must comply with the Plus contract rules and should typically represent extensions of the main brand. Completely independent new brands need to be evaluated with Shopify.
Operation and processing
Inventory, locations, and order processing
On Shopify, a location represents a point where a business stores products, manages inventory, or processes orders. A location can be a physical store, warehouse, distribution center, pop-up shop, supplier, fulfillment partner, or dropshipping facility. The maximum number of locations varies depending on the plan.
Inventory by location
The company can track available quantities at different locations.
Processing
Orders can be routed according to availability, rules, and operation configuration.
Retirada
Physical stores can participate in the pickup and convenience strategy.
Downloads
The operation can move products between locations and track availability.
Integration
ERP, OMS, WMS, and logistics solutions can all be involved in management, depending on the architecture.
Rupture prevention
Automation and integration can help identify low inventory and reduce operational errors.
Shopify doesn't necessarily have to be the master system for all data. In more complex operations, ERP, OMS, WMS, or PIM can remain responsible for certain information, while Shopify acts as a commerce platform.
Real-time shipping
Shipping costs calculated by carrier: specific quotes for each order.
Carrier-calculated shipping allows you to connect Shopify to a carrier or logistics app. During checkout, the necessary data is sent to the shipping service, which then returns shipping options and prices for that order.
How works
01
Address
The customer specifies the destination.
02
order data
- Origin and destiny
- Weight and dimensions
- Quantity and products
- Price
03
Get a Quote
The shipping company or logistics solution calculates the options.
04
ROI
The payment methods are sent to Shopify.
05
Checkout
The customer chooses the available option.
Visual example
Economic delivery24,90 BRL
Entrega expressa39,90 BRL
In-store pickupFree
Availability by plan
- Basic: This does not include activating your own accounts for shipping calculated by third-party carriers.
- grow: You can add the feature for an additional fee or through annual billing.
- Advanced and Plus: Feature included.
Strategies that can coexist
Fixed shipping cost
Free shipping
Shipping by condition
Shipping calculated
Retirada
Local delivery
Specifics of B2B operations
- Pallets and advanced cubing
- Dedicated load
- Multiple destinations
- Shipping costs are the buyer's responsibility.
- Subsequent negotiation or manual quotation.
Specifics of Brazil
Compatibility with Brazilian postal services, carriers, hubs, and logistics operators needs to be validated. The connection may depend on an application, integrator, hub, API, middleware, or custom development.
Physical stores and unified commerce
Shopify POS connects in-store sales to digital operations.
Shopify POS is Shopify's solution for in-store sales. It can be used in physical stores, events, showrooms, pop-ups, and other points of sale. Basic in-store sales features are available in Shopify's paid plans. POS Pro is an add-on with additional features for each location.
Products
Using the Shopify catalog for in-person sales.
Clients
Identifying and building relationships with buyers.
Orders
Record of physical sales within the Shopify ecosystem.
floating
Availability control by store or location.
Retirada
Buy online and pick up at a physical location.
Exchanges and Returns
Processes connected according to configuration and plan.
Shopify-POS
For essential operationsIn-person sales, events, and less complex structures.
Shopify POS Pro
For structured retailAdditional features include team access, permissions, inventory, reports, pickup, exchange, return, and location management.
Point of attention for Brazil
Hardware, in-person payment processing, Tap to Pay, and other features may vary by country and availability. The architecture must validate equipment, payment methods, acquiring, tax integration, inventory, stores, return policies, and ERP connectivity.
Solutions ecosystem
Apps expand Shopify's capabilities — but they need to be chosen carefully.
The Shopify App Store brings together apps to complement the platform, integrate external services, and add functionality to operations. Most apps are developed by third-party companies. It's also possible to use custom apps for specific needs.
Examples of categories
Reviews · Loyalty · Subscriptions · Search · Recommendations · CRM · Customer Service · Logistics · Marketplace · B2B · Taxation · Analytics · Content · Performance · Integrations
Benefits
- Speed in adding features
- Less need to develop everything from scratch.
- Access to specialized solutions
- Integration with different services
Risks of excessive app usage
- Recurring costs
- Overlapping functions
- Impact on performance
- Conflicts and dependence on suppliers
- Unnecessary access to data
- Difficulty in governance and more complex maintenance.
e-Plus rule before recommending an app
- Does Shopify already support this natively?
- Does a reliable app solve the problem?
- Is the existing integration sufficient?
- Is it necessary to develop something of your own?
- Is the monthly cost justified?
- Does the app interfere with performance?
- What data does he access?
- How will the operation work if the app is discontinued?
The app ecosystem is a strength of Shopify. The architecture needs to prevent this ease of use from turning into an expensive and disorganized mess.
Connection with the company's ecosystem
Shopify integrated with ERP, PIM, CRM, OMS, marketplaces, and logistics.
Shopify can connect to other systems through apps, connectors, APIs, middleware, or custom development. The integration strategy should define which systems are responsible for each piece of information and how the data will flow.
ERP
Products, prices, orders, billing, inventory, and financial information.
PIM
Enriched product information, including attributes, content, and media.
CRM
Customers, segments, relationships, campaigns, and history.
OMS
Orchestration of orders, locations, processing, and availability.
Marketplaces
Products, prices, stock, orders and status on external channels.
Logistics
Shipping companies, hubs, labels, tracking, and delivery options.
Payments
Providers, reconciliation, capture, cancellation, and refund.
Data
Analytics, data warehouse, BI, CDP, and other analytical frameworks.
Forms of integration
Ready-to-use application
Faster when a reliable and compatible solution is available.
Connector
Suitable when systems already have a structured integration.
Middleware
Intermediate layer for transforming, distributing, monitoring, and forwarding data.
Custom development
Recommended when processes are proprietary or cannot be addressed by existing solutions.
Shopify Flow and HTTP
Useful for automation and targeted communication.
Dedicated API
Best suited for critical, high-volume, or bidirectional integrations.
Architecture questions
- Which system will be the official source for the product?
- Where will the prices be managed?
- Who controls the inventory?
- How do orders reach the ERP system?
- How will failures be handled?
- Is reprocessing necessary?
- What volume of data will be transferred?
- What is the integration SLA?
- Is the process synchronous or asynchronous?
- How do B2C, B2B, and D2C share information?
Plans and capabilities
Basic, Grow, Advanced, and Plus cater to different levels of operation.
All core plans share the Shopify foundation. What changes is the capacity offered for staffing, shipping, internationalization, B2B, checkout, integrations, and governance.
Shopify Basic
For companies that are launching or structuring an operation with a lean team and less complexity.
Shopify Grow
For companies that are already selling, they need to include more users and organize the next phase of growth.
Shopify Advanced
For companies with higher volume, up to 15 additional users, internationalization, calculated shipping, and more advanced B2C, B2B, and D2C needs.
ShopifyPlus
For businesses that need unlimited users, advanced checkout, unlimited B2B catalogs, store expansion, increased API capacity, and governance.
The plan shouldn't be chosen solely based on monthly cost or revenue. The analysis should consider team size, fees, B2B capabilities, internationalization, checkout process, shipping, physical stores, integrations, governance, volume, and architecture. The official website presents Basic, Grow, Advanced, and Plus plans as being designed for entrepreneurs, small teams, global reach, and complex companies, respectively.
From concept to bespoke design
Planning and implementation are related but distinct decisions.
The plan defines the features and limitations of Shopify. The deployment defines how the store will be configured, designed, integrated, tested, and prepared for operation. A company can use Shopify Plus with a custom theme or develop its own experience in Advanced.
Deployment with a custom Shopify theme
- Theme selection and visual identity
- Menus, shop windows and pages
- Essential customizations
- Essential apps
- Payments, shipping and tracking
- SEO, training, and go-live
Custom-developed theme
- UX and custom interface
- Specific components and journeys
- Integrations and business rules
- B2C, B2B and D2C
- Market customization
- Evolution structure
Shopify Plus Project
- Advanced checkout
- Shopify Custom Functions
- Unlimited B2B catalogs
- Expansion stores
- Deep integrations and governance
- Omnichannel structure
- Evolution via CS Flex
e-Plus recommends the most efficient combination of plan, theme, architecture, and investment.
Platform change
Migration to Shopify with data planning, integrations, and SEO.
Migrating an operation doesn't just mean copying products and launching a new store. The project needs to preserve what's important, correct limitations of the previous structure, and prepare the new operation for growth.
Steps
Discovery
- Current platform and data
- Integrations and catalog
- URLs and channels
- Processes, risks and objectives
Architecture
- Plan and theme
- Integrations and applications
- Markets and B2C/B2B/D2C
- Responsibilities of each system
Data migration
- Products, variants and collections
- Customers and companies
- Orders and content
- Coupons and additional information
SEO
- URL and redirect inventory
- Metadata and content
- Structured data and sitemap
- Canonicals and monitoring
Integrations
- ERP, PIM and CRM
- WHO and marketplaces
- Logistics and payments
- Data
Testing and launch
- Approval and checkout
- Payments, orders and inventory
- Shipping, mobile and tracking
- Redirects and go-live plan
Shopify's URL structure may differ from your previous platform. Therefore, redirects and SEO monitoring are mandatory parts of a responsible migration.
Design methodology
From strategy to go-live — and from go-live to evolution.
01
DiscoveryUnderstanding the business, objectives, audiences, systems, channels, markets, and needs of B2C, B2B, and D2C.
02
RecommendationDefining the plan, theme, architecture, integrations, applications, and deployment path.
03
PlanningTimeline, responsibilities, dependencies, risks, data, and acceptance criteria.
04
UX and interfaceDefinition of the experience, components, content, pages, and journeys.
05
Configuration and developmentTheme development, settings, apps, integrations, checkout, and business rules.
06
MigrationProducts, customers, orders, companies, content and necessary information.
07
TestsFunctional, integrated, responsive, commercial, operational, and tracking.
08
Go livePublication, monitoring, and initial stabilization.
09
ATHLETICPrioritizing improvements in technology, experience, performance, CRM, SEO, media, and data.
After the go-live
A Shopify operation needs to keep evolving.
The launch is the beginning of the operation, not the end of the project. After go-live, new needs arise regarding experience, technology, integrations, content, conversion, relationship building, and acquisition.
Technology
Bug fixes, new features, integrations, apps, and platform evolution.
Chief Revenue Officer
Analysis and improvement of customer journeys to increase conversion and reduce friction.
CRM
Segmentation, automation, relationship building, and increased repeat business.
SEO, AEO and GEO
Content, architecture, authority, and presence in search engines and artificial intelligence platforms.
Media
Campaigns, acquisition, measurement, and investment optimization.
Data
Dashboards, indicators, analyses, and results-based prioritization.
CS Flex: Governance and experts for continuous evolution.
CS Flex combines strategic Customer Success and multidisciplinary experts. e-Plus organizes priorities, coordinates execution, and connects technology, experience, performance, CRM, and data in a continuously evolving model.
FAQ
Get your questions answered about the Shopify platform.
What is Shopify?
Shopify is a commerce platform used to create and manage online, in-store, and multi-channel sales operations. It brings together features for products, customers, orders, inventory, checkout, payments, content, automations, marketplaces, and integrations.
Does Shopify serve B2C, B2B and D2C?
Yes. The platform can structure integrated or independent B2C, B2B, and D2C operations. The appropriate architecture depends on the catalog, commercial policies, markets, integrations, and autonomy required for each operation.
Is Shopify B2B only available on Plus?
No. B2B features are available on the Basic, Grow, Advanced, and Plus plans. Basic, Grow, and Advanced allow up to three active catalogs. Advanced adds contextual experiences, and Plus offers unlimited catalogs, direct company attribution, and advanced B2B payments.
What is the difference between Shopify Flow and Shopify Functions?
Shopify Flow automates processes initiated by events, such as marking orders, sending notifications, or communicating with other systems. Shopify Functions customizes rules that need to be executed during the cart or checkout process, such as discounts, validations, and payment or delivery options.
Which Shopify Flow plans are available on?
Shopify Flow is available for free on the Basic, Grow, Advanced, and Plus plans. Sending HTTP requests is available on Grow, Advanced, and Plus. Some tasks created by custom partner apps are restricted to the Plus plan.
Is Shopify Functions only available on Plus?
No. Stores on any plan can use public Shopify App Store apps that contain Functions. The Plus plan differs by allowing custom apps with Shopify Function APIs and some additional capabilities.
Is it better to use a theme or develop a store from scratch?
In most projects, a good custom theme reduces time, investment, and risk. A bespoke theme makes sense when the desired experience cannot be adequately met by an existing theme. Headless should only be used when there is a clear business and technological justification.
Does Shopify Plus require a store built from scratch?
No. A Shopify Plus operation can use a custom professional theme. The plan and type of deployment are separate decisions.
What is the difference between Shopify Markets and an expansion store?
Markets allows you to adapt a single store for different audiences, countries, or regions. An expansion store is a standalone store within a Plus organization, with its own data, settings, products, apps, and operations.
Do the expanding stores share products and inventory?
Not automatically. Each store operates independently. Synchronization may depend on ERP, PIM, OMS, applications, middleware, or custom integrations.
Does Shopify integrate with ERP?
Yes. Integration can be achieved through an application, connector, middleware, API, or custom development. The solution depends on the ERP system, volume, criticality, and the company's processes.
Does Shopify integrate with Brazilian shipping companies?
It's possible to integrate Shopify with shipping companies and logistics solutions, but compatibility varies. Postal services, local carriers, and hubs may require an app, API, integrator, or custom development. Integration needs to be validated before the proposal.
Which plans offer carrier-calculated shipping?
It's included in Advanced and Plus plans. Grow can add the feature for annual billing or an additional charge. The Basic plan does not include this activation for accounts owned by third-party carriers.
Does Shopify rely on many apps?
Not necessarily. Many features already exist on the platform, but apps can complement specialized needs. The project should avoid the uncontrolled installation of apps and evaluate cost, performance, security, and dependency.
What is Shopify Sidekick?
Sidekick is Shopify's artificial intelligence assistant. It can help generate content, analyze data, create reports, guide setup, and perform tasks within the admin area, while respecting user permissions.
Is it possible to migrate to Shopify without losing SEO?
It's possible to preserve a significant portion of authority when migration is planned correctly. The project should consider URLs, redirects, metadata, content, structured data, sitemap, tracking, and post-go-live monitoring.
How long does a Shopify implementation take?
The timeline depends on the theme, the plan, the migration, the integrations, and the complexity of the B2C, B2B, and D2C operations. Theme-based projects tend to be faster. Advanced and Plus projects with deep integrations require a more extensive architecture, development, and testing phase.
Which Shopify plan should I choose?
Basic is suitable for initial operations. Grow is suitable for growing teams. Advanced is recommended for expansion, internationalization, and more professional structures. Plus is suitable for complex operations that require greater governance and customization. The choice should consider total cost, fees, users, shipping, B2B, checkout, integrations, and growth objectives.
How does ae-Plus participate in the project?
e-Plus can assist in diagnosis, plan recommendation, UX, design, configuration, development, migration, integrations, testing, go-live, and continuous operation evolution.
Content updated in July 2026 based on official Shopify documentation. Features and availability are subject to change by the platform.
Next step
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Evaluation between Basic, Grow, Advanced, and Plus
Recommendation of a tailored theme or project.
B2C, B2B, and D2C Diagnosis
Migration analysis
Integration survey
Evaluation of physical stores
Architectural recommendation
Proposal aligned with the company's complexity.
No generic recommendation: plan, implementation, and architecture defined for your specific scenario.