7 best eCommerce platforms in Australia: 2025 guide for SMEs

The eCommerce market in Australia is growing rapidly, hitting a record high of over $56billion last year. This is fuelled by increasing smartphone usage, internet penetration, and a growing preference for online shopping. 

As businesses tap into this expanding market, choosing the best eCommerce platform in Australia becomes mission critical.

What is an eCommerce platform?

eCommerce platforms are software solutions that make it easy for businesses to set up and run their online stores, allowing them to sell products and services to customers from around the world. 

Choosing the right eCommerce platform is a big deal, as it can directly affect your sales, customer experience, and business growth. To help you find the best fit for your needs, we’ve put together a guide to the top eCommerce platforms in Australia. 

This guide caters to diverse business needs and goals, exploring the various types of eCommerce platforms, ranging from high-traffic marketplaces to online store builders and open-source solutions for custom store designs. 

Top 7 eCommerce platforms in Australia

• Shopify

• Wix

• Squarespace

• WooCommerce

• Adobe Commerce (Magento)

• Amazon Australia

• BigCommerce

1. Shopify

Shopify is a popular eCommerce platform that allows businesses to create an online store and sell products and eCommerce subscriptions globally. The platform offers its own payment gateway, Shopify Payments, allowing businesses to sell directly to customers, without having to go through a marketplace.

Best for: Entrepreneurs, dropshipping businesses, and small businesses that lack development resources.

Features: Some of Shopify's key features include customisable templates, inventory and order management, analytics, and reporting.² Using their proprietary payment solution Shopify Payments, sellers can accept customer payments in major cards and 6 local payment methods across 23 countries.³ For merchants requiring a wider global coverage, Shopify integrates with third-party payment gateway providers and services like Airwallex, which enables businesses with international customers to accept payments in 160+ local payment methods across 180+ countries.

Pricing: Shopify offers four different pricing plans based on the seller's needs and budget. The most basic plan starts at $42 per month, while the advanced plan can go up to $431 per month. There's also a Shopify Plus plan for enterprise businesses with higher sales volume, starting at $2,300 USD per month. For businesses using Shopify Payments, card rates start from 1.75% + 30c per transaction.⁴

Pros

• Easy to get started

• User-friendly online store editor

• Scalable with their enterprise solution, Shopify Plus

• Offers retail point-of-sale (POS) system

Cons

• Shopify Payments is only available in 23 countries

• Relies on Liquid, a proprietary templating language unfamiliar to some developers

• Lack of native email hosting and limited content marketing tools

2. Wix

Wix is a website builder that provides an easy and intuitive way for individuals and businesses to create professional-looking websites without coding. They offer a wide range of customisable templates tailored for eCommerce, restaurants, personal blogs, photography, and more.

Best for: Beginners and small businesses looking for a user-friendly website builder with eCommerce capabilities

Features: Wix offers support for day-to-day business operations, such as marketing tools, inventory management, and POS systems. 

Pricing: Wix offers a free plan, but it doesn't include payment processing features. For businesses looking to accept payments, Wix offers four paid plans priced between $16 and $179 per month.⁵ Additionally, the platform offers enterprise solutions with personalised account support for larger-scale needs.

Pros

• Easy-to-use and intuitive interface

• Flexible and customisable templates

• Drag-and-drop design tools

• No coding knowledge needed

Cons

• Generally tailored for beginner eCommerce use

• May require the need to rely on third-party payment providers, which may incur additional fees

• Limited access to code and advanced customisation options for developers

3. Squarespace

Squarespace is a website builder known for their modern and sleek design aesthetic. They provide easy-to-use design tools to help businesses build their eCommerce site without having any coding or technical knowledge.

Best for: Creative professionals and small businesses looking to build a visually appealing website.

Features: Squarespace offers a variety of mobile-optimised eCommerce templates and layout designs, ensuring your online store looks great on any device. However, the platform offers limited payment methods as Squarespace Payments is available only in the US, Canada, and the UK. 

Pricing: Squarespace offers three Business and Commerce plans, with pricing ranging from $28 to $62 per month. Business plan users are charged a 3% transaction fee, while Commerce Basic and Advanced plan users enjoy zero transaction fees.⁷

Pros

• Straightforward website-building tools with no coding experience required

• Built-in marketing tools such as email campaigns, SEO features, and social media integration

• Integrations with third-party tools like Easyship and AfterShip

Cons

• Lacks support for advanced online store customisation

• Doesn't support complex menus that are needed for building multilingual websites

• Australian small businesses can’t utilise Squarespace Payments

4. WooCommerce

WooCommerce is the open-source eCommerce platform for WordPress. It's free to use and gives users full control over their online store's design, customisation, and data.

Best for: Those who want the flexibility to customise their store and meet evolving business needs as they scale.

Features: WooCommerce allows businesses to accept customer payments from around the world with their online payment service. Alternatively, it offers integrations with third-party providers like Airwallex to enable businesses to accept funds in the same currency their customers pay in, eliminating conversion fees.

Pricing: WooCommerce is a free plugin for WordPress, with no setup costs or monthly fees. To process payments through WooPayments, transaction fees for card payments start at 1.75% + 30c.⁸

Pros

• Dedicated eCommerce features, such as inventory and order management

• Option to sync products across multiple marketplaces

• Designed to scale as your business grows

Cons

• Only compatible with Word Press as a CMS

• Requires some technical knowledge to set up and maintain

• Limited customer support

5. Adobe Commerce (Magento)

Adobe Commerce, previously known as Magento, is an open-source eCommerce platform designed for building and managing feature-rich online stores for both B2C and B2B businesses. Adobe acquired the platform in 2018 and it is now part of their Experience Cloud suite of products.

Best for: Medium to large businesses with complex product offerings and high-volume sales.

Features: Adobe Commerce enables sales representatives and customer support agents to log into customer accounts and create orders on their behalf. The platform also lets users give custom product recommendations to your customers based on their browsing and purchase history.

Pricing: The cost for Adobe Commerce plans range from $12,000 to $240,000+ annually which includes licencing, hosting, and all additional fees. Their transaction fees typically start from 2.9% + 30c

Pros

• Highly customisable and flexible

• Easy inventory and order management

• Ability to deliver personalised shopping experiences

Cons

• High cost compared to other open-source options

• Complex store setup and maintenance process

• Not suitable for smaller business

6. BigCommerce

BigCommerce is designed to help businesses create and manage online stores. This provides a more comprehensive and scalable solution compared to alternatives with simple and quick setups. 

Best for: Well-established eCommerce stores that have outgrown their current platform and sell through multiple channels

Features: BigCommerce offers robust features of unlimited products, unlimited staff accounts, and multiple sales channels like eBay, Amazon, Facebook, and Google Shopping. On their more premium plans, BigCommerce offers abandoned cart recovery, store credit cards, and Google customer reviews. 

Pricing: BigCommerce offers four plans based on annual sales volumes. Standard plans start from $29 per month, and larger enterprises can receive custom pricing for over $400,000 in annual sales volume. 

Pros

• Highly comprehensive platform to scale with

• No additional transaction fees for all plans 

• Strong sales features and multi-channel integration

Cons

• Set-up can be considered challenging 

• Website design offers limited customisation 

• Doesn’t have advanced AI tools for generating content 

7. Amazon Australia

Amazon is one of the world's biggest marketplaces with over 200 million Prime members and 300 million active customers globally. The platform sells everything from electronics, books, toys, clothing, and more.

Best for: Businesses looking to reach a wide global audience.

Features: Amazon helps businesses sell worldwide with their 22 global stores. On top of that, businesses can create sponsored product ads on Amazon to get featured in related search results and product pages.

Pricing: Amazon charges 99c per unit sold for sellers using their Individual Plan and $49.95 per month for those using their Professional Plan. Referral fees start are between 6% and 15% per item sold and logistics fees apply when you ship your orders with FBA or Amazon Easy Ship (AES) services. Amazon also charges a cost-per-click fee when a customer clicks on your Amazon Ad.¹⁶

Pros

• Access to a large global audience

• Strong logistics network

• Option to outsource fulfilment to Amazon

• Integrations with thousands of third-party software, including Airwallex

Cons

• High competition

• Limited access to customer data, which makes it difficult to build strong relationships with them

• It may be difficult to build a brand in the Amazon ecosystem

6 types of eCommerce platforms

There are several types of eCommerce platforms, each with its unique features and capabilities. Understanding these different types can help you choose the right platform for your business needs.

1. Open-source eCommerce platforms

Open-source eCommerce platforms give businesses the flexibility to customise their websites to fit their specific needs since the source code is freely available. That said, it usually takes more technical expertise and development resources to make it work.

2. SaaS (software-as-a-service) eCommerce platforms

SaaS eCommerce platforms are hosted solutions where businesses pay a subscription fee to access and use the platform. These platforms handle the technical aspects of hosting, security, and maintenance, making it easier for businesses to set up and manage their online stores.

3. PaaS (platform-as-a-service) eCommerce platforms

PaaS eCommerce platforms provide a cloud-based environment where businesses can develop their own eCommerce software or apps. They typically provide an infrastructure for businesses to build on, such as servers and operating systems, but you'll need a development team to build your own eCommerce software.

4. Marketplace platforms

Marketplace platforms bring together multiple sellers and buyers, creating a virtual space for conducting transactions. Businesses can list their products or services on these platforms, reaching a wider customer base. Amazon, eBay, and Etsy are popular examples of marketplace platforms.

5. B2B eCommerce platforms

B2B eCommerce platforms provide features tailored for wholesale, bulk ordering, and managing complex pricing structures, such as assigning different payment terms and sending invoices.

6. C2C (consumer-to-consumer) eCommerce platforms

C2C eCommerce platforms enable individuals to buy and sell products or services directly to other individuals. These platforms facilitate peer-to-peer transactions, creating an online marketplace for individuals to connect and trade.

Key considerations when choosing an eCommerce platform

When choosing a platform for your eCommerce business in Australia, consider the following key factors to ensure the best fit for your needs:

• Target audience & business model: Consider whether the platform caters to B2B or B2C transactions, supports international shipping, and aligns with your target market's payment preferences and shopping behaviours.

• Analyse your budget and costs: Compare different platforms' pricing. This includes their transaction fees, monthly subscriptions, and extra costs for add-ons or changes.

• Ease of use and scalability: Look for platforms that are user-friendly, with intuitive interfaces and easy setup processes. Consider the platform's scalability to accommodate your future business growth and handle more traffic and sales volume.

• Multi-currency support: Opting for an eCommerce platform that provides quick and easy settlement in multiple currencies can help you save on costly foreign exchange conversion fees. 

• Payment methods: Evaluate the platform's payment options to ensure they align with your customers' preferences. Look for support for third-party eCommerce payment systems and solutions like Airwallex, which offers access to 160+ local payment methods and payment collection methods in 180+ currencies as well as a more cost-effective solution for handling international transactions.

• SEO and marketing tools: Evaluate the platform's built-in SEO capabilities, such as customisable URLs, metadata, SEO, and mobile-friendly templates. Look for marketing features like social media and Google ads integration to boost visibility and customer engagement.

• Security features. Look for platforms that offer integrated fraud prevention tools to safeguard your business against chargebacks. For instance, Airwallex’s built-in fraud prevention capabilities help reduce chargebacks and protect your bottom line, especially when dealing with international payments.

Accept payments and simplify cross-border transactions with Airwallex for eCommerce

As your eCommerce business grows, expanding to international markets is a natural next step. To scale your business successfully, you need a reliable global payment gateway that can help you accept customer payments from around the world. 

With Airwallex, you can accept payments from 180+ countries using 160+ local payment methods, helping to increase checkout rates by offering the payment options your customers prefer. Additionally, you’ll save more with multi-currency settlement, which enables you to accept payments in 11 foreign currencies without automatic conversion to Singapore dollars, avoiding unnecessary FX fees.

Seamlessly integrate Airwallex with popular eCommerce platforms like Shopify, WooCommerce, and Adobe Commerce to provide your customers with a variety of payment options. Alternatively, link your Airwallex multi-currency account to marketplace platforms like Shopee and Carousell, making it easy to receive payments in your customers’ preferred currencies.

Beyond a payment gateway, Airwallex is an end-to-end financial operations platform. From accepting global payments to opening multi-currency accounts, Airwallex equips your business with the tools to thrive in international markets. With Airwallex, you can receive and hold funds in 23+ currencies, giving you the flexibility to pay overseas suppliers directly without incurring costly double conversions. Our platform removes the hassle of currency exchange, empowering your business to operate more efficiently and cost-effectively on a global scale.

Frequently asked questions

1. Are there any government grants or subsidies available in Australia for eCommerce businesses?

Yes, several grants and subsidies are available to provide financial assistance for eCommerce businesses, including:

• Export Market Development Grants (EMDG): The EMDG supports Australia's SMEs to export goods and services through different stages of export development into existing and new markets. 

• Minimum Viable Product Ventures Program: Funded by the NSW government, this program supports startups and innovative SMEs in digital systems, software, and tourism sectors.

2. Can I use multiple eCommerce platforms simultaneously, and what are the pros and cons?

Yes, businesses have the flexibility to use multiple eCommerce platforms simultaneously. This approach allows them to expand their online presence, diversify revenue streams, and test different strategies. 

However, managing multiple platforms can be more complex, potentially requiring more resources to keep the inventory synchronised across platforms. Furthermore, maintaining consistent pricing, branding, and customer experience across multiple platforms can be challenging. You also have to make sure that listing your products on marketplaces doesn’t undermine or negatively impact your direct-to-consumer (D2C) sales through your own online store. 

By carefully weighing the pros and cons, businesses can make an informed decision that aligns with their goals and capabilities.

3. How do eCommerce platforms ensure the security of transactions and customer data?

Most eCommerce platforms have implemented robust security measures to prevent unauthorised access and ensure secure transactions. These include using encryption technology, implementing two-factor authentication, and regularly updating security protocols. 

Also, platforms also adhere to strict compliance regulations such as PCI DSS to maintain the security of sensitive payment information. By using trusted payment gateway providers like Airwallex, businesses can further improve the security of their transactions and protect their customer data.

4. What’s the difference between a payment gateway service and payment service providers (PSPs)? 

A payment gateway and a payment service provider (PSP) both facilitate online transactions, but they differ in scope. While a payment gateway securely transmits payment information from the customer to the payment processor, acting as the intermediary for transaction authorisation. In contrast, a PSP offers a broader service, including payment processing, fraud protection, and settlement, integrating various payment methods and currencies. 

For example, Airwallex is a payment gateway provider that not only provides payment gateway services, but also a full suite of financial management tools such as broad global payment scheme acceptance, integration with eCommerce platforms like Shopify and WooCommerce, and the ability to hold funds in multiple currencies. 

Sources

1. https://www.statista.com/outlook/emo/ecommerce/australia

2. https://www.shopify.com/au/pricing

3. https://www.wix.com/plans

4. https://www.squarespace.com/pricing

5. https://woocommerce.com/

6. https://woocommerce.com/document/woopayments/fees-and-debits/fees/#australiam 

7. https://www.magestore.com/blog/magento-pricing-true-cost-of-magento-website/ 

8. https://www.austrade.gov.au/en/how-we-can-help-you/grants/export-market-development-grants

9. https://www.investment.nsw.gov.au/grants-and-rebates/mvp-ventures/ 

The information in this document is based on third-party research that has not been independently verified by Airwallex, and it does not take into account your objectives, financial situation, or needs. If you are a customer of Airwallex Pty Ltd (AFSL No. 487221) read the Product Disclosure Statement (PDS) for the Direct Services available here.