Subscribe
Share
Share
Embed
If you are seeking new ways to increase your ROI on marketing with your commerce platform, or you may be an entrepreneur who wants to grow your team and be more efficient with your online business.
Talk Commerce with Brent W. Peterson draws stories from merchants, marketers, and entrepreneurs who share their experiences in the trenches to help you learn what works and what may not in your business.
Keep up with the current news on commerce platforms, marketing trends, and what is new in the entrepreneurial world. Episodes drop every Tuesday with the occasional bonus episodes.
You can check out our daily blog post and signup for our newsletter here https://talk-commerce.com
Speaker 2 (00:00.088)
Welcome to Platform Perspectives, a brand new segment on Talk Commerce. Today, we're thrilled to introduce digital marketing strategist, Veronica Costello and tech visionary Max Headroom, as they tackle the controversial topic of e-commerce platform diversity. These two industry experts will challenge conventional wisdom, explore the hidden costs of platform zealotry, and help merchants understand why business requirements, not hype, should drive technology decisions.
show be sure to check out Brent Peterson's thought-provoking LinkedIn post that inspired this conversation for even more insights on finding your perfect platform match. Okay, let's get into this. You're probably staring at a screen, right? Seen all these e-commerce platforms, Shopify, Magento, WooCommerce, BigCommerce. Exactly. And every blog, every expert seems to have the answer. It feels overwhelming, like you're just drowning in features and buzzwords.
The list just keeps going.
Speaker 1 (00:59.886)
That's a really common feeling, It's like walking into a massive hardware store when all you need is one specific screw. So many choices.
And that's what we're diving into today. We're not aiming to crown one best platform because honestly, that's probably the wrong way to even think about it.
Precisely. We're looking at this great piece by Brent D. Peterson. He's got serious credentials. CEO at Content Cucumber, founded Wood Gento, which got acquired, LinkedIn top voice.
Yeah, but what really caught my eye was his history. He calls himself a former Magento Zealot. That's quite a statement.
It really is. And it's a super important starting point. Someone who is that invested in one solution now taking a much broader view. That tells you something's shifted.
Speaker 2 (01:43.586)
He talks about back in like 2009. If you even mention us commerce or Zen cart, he'd be all over you about why Magento was the only way.
B2B Majunto, a tiny little three product store.
Still Magento. He was completely convinced. It sounds almost comical now looking back.
Well, and you can understand it, Magento was incredibly powerful, super flexible. His conviction came from seeing what it could do. So maybe the lesson for you here is that even really strong opinions can change with more experience.
But that power as he lays out, wow, it came with a serious price tag. yeah. You needed like a small army of developers, budgets that were pretty intimidating, complex servers.
Speaker 1 (02:23.756)
He mentions a $30,000 launch cost just for a basic store back then.
Right, and simple tweets weren't simple at all. You were diving deep into code for everything.
And that's the trade off, isn't it? Magento gave you near infinite possibility, but the complexity and cost were significant. It was for businesses needing that deep control and who had the resources.
So massive power isn't always the right answer for every single person. Then, boom, Shopify arrives.
wielding simplicity as Brent says, a breath of fresh
Speaker 2 (02:53.71)
Suddenly, people weren't having database nightmares. No more $500 a month hosting fees just to exist. Feature changes didn't take an age.
And merchants just flocked to it. was a seismic shift. Shopify really nailed a huge part of the market. The businesses that valued ease and lower cost over that ultimate flexibility.
They streamlined everything, made e-commerce accessible to so many more people. It's like swapping that complicated pro camera for a really good smart phone. But here's where Brent gets that feeling of deja vu. He sees that exact same passion that this is the one true platform vibe now in the Shopify community.
Different tools for different jobs, absolutely.
Speaker 1 (03:33.912)
The zealotry, he says, just shifted.
Yeah, it makes me wonder are we just seeing the same cycle repeat?
And that's a crucial observation. The pendulum swung maybe too far the other way for some. The initial excitement for Shopify made total sense given the pain points of older platforms. But as Brent argues now, no single platform is perfect for everyone.
You've got to be wary of those one size fits all claims, no matter how loud the cheering is.
Which brings us to what he calls the inconvenient truth about Shopify's limits.
Speaker 2 (04:02.988)
Right, despite the constant just use Shopify advice, it isn't the magic bullet for everything. Use that great analogy. Building on Shopify is like renting.
Yeah, renting versus owning, it's powerful. You're in their building, playing by their rules. They handle a lot, sure, but your business is ultimately inside their walled garden.
So you need to think about how much control you really need long term, not just the easy setup today.
And there are real risks tied to that lack of control. Brent mentions merchants getting their stores suspended based on policy interpretation.
and the way to appeal. Sending an email to support that kind of dependency, it does make you stop and think.
Speaker 1 (04:43.682)
Yeah, that potential for sudden disruption over something subjective with limited ways to fight back, that's a serious concern for any business. How much risk are you comfortable with?
He gives concrete examples too, like BDB businesses needing specific customer groups or pricing tiers.
They end up relying on a whole bunch of third party apps, often expensive ones, to bolt on that functionality.
or if you have multiple brands under one company. You might need separate back ends entirely, or you're suddenly looking at complex headless setups.
which kind of defeats the purpose if you chose Shopify for simplicity in the first place, right? It becomes a patchwork quill.
Speaker 2 (05:20.394)
Exactly. It shows where that initial simplicity can start to fray for more complex businesses. You need to look past the basic sales pitch.
And international selling. Multi-currency handling.
More apps, more developer time, more costs. It's easy plus exceptions plus workarounds as he puts it.
Yeah. Then there's the customization ceiling, if your business model isn't standard DTC.
that simplicity becomes a blocker. He's seen businesses spend huge amounts trying to force Shopify to do things other platforms just do, natively.
Speaker 1 (05:52.92)
The platform's strength in common scenarios becomes its weakness when you need something unique. So how different is your business? How much flexibility might you need later?
And the really worrying part he brings up is leaving Shopify if it stops working for you.
the migration pain.
getting your data out, rebuilding all those customizations on a new platform. It sounds like a nightmare. It's not just canceling a subscription. It's potentially ripping out the foundations of your business.
That lock-in effect is real. Relying heavily on their structure, their app ecosystem, moving away is costly, disruptive. It really underlines why choosing the right fit up front is so critical.
Speaker 2 (06:31.512)
But let's be clear, he's not saying Shopify is bad. Not at
It's fantastic for many straightforward DTC businesses with standard requirements.
The problem comes when businesses with more complex needs get pushed onto it, overlooking those limitations.
It shines in its sweet spot. The trouble starts when you try to force it into rules it wasn't built for. It's about matching the tool to the job.
which leads perfectly into why platform diversity is so important.
Speaker 1 (06:56.236)
Yeah, the square peg in a round hole issue. Forcing a business onto the wrong platform model can end up being way more expensive down the road.
A lack of choice? A monoculture can really stifle innovation and limit options for merchants who don't fit the dominant mold. It's like only having one type of car available works for some, but definitely not all.
Brent tells this story about a company with multiple brands Shopify apparently told them. yeah multi-brand is seamless. No problem. Yes to everything but
It felt off, he said, like they just wanted the sale, planning to let some integration agency figure out the messy details later.
That should be a bit of a red flag, right? Relying on third parties to bridge fundamental platform gaps often means the core platform isn't really the right.
Speaker 2 (07:42.862)
So are you getting a platform that meets your core needs or one that needs lots of external
And in that case, after Brent showed them the actual costs and complexities involved, they went with a different platform.
And he says this happens again and again. Business is by the simplicity pitch.
but end up paying through the nose for complexity via apps, custom code, or just compromising how they operate. It's a cautionary tale. Look beyond the shiny surface.
Consider that total cost of ownership, not just the monthly fee.
Speaker 1 (08:11.106)
He also flags Shopify's outreach challenge. Agencies getting cash bonuses for pulling leads from other pla-
Regardless of fit, he calls it a bounty hunt. That definitely makes you question the advice you might be getting.
Yeah, when the incentive is just getting the lead, not ensuring it's the right lead whose interests are really being served, you need to be aware and do your own homework.
and the internal talk he mentions about positioning leads, not understanding needs, plus those battle cards downplaying known limitations for B2B or customization.
It sounds like a setup for mismatched expectations, which can be incredibly costly for you, the merchant. Always push for specifics, for proof behind the claims.
Speaker 2 (08:53.646)
The result, Brent argues, is merchants stuck on platforms that aren't quite right because switching feels too hard or expensive.
And the trust breaks down between merchants and the agencies who should be guiding them but might be chasing bonuses instead.
It's a bad situation all around. The long-term cost of being on the wrong platform can easily dwarf the hassle of switching. Don't let fear keep you stuck.
Looking bigger picture, a diverse ecosystem, more choices is healthier. It pushes everyone to innovate, to specialize. Better solutions emerge for different kinds of merchants.
When everyone rushes to one thing, especially under sales pressure, innovation can slow down, costs might even go up because there's less competition, you want options like having a full toolbox, not just a hammer.
Speaker 1 (09:38.904)
Platform diversity encourages that competition, leading to more tailored solutions. It stops that one-size-fits-all thing where someone inevitable gets left out. Ultimately, that benefits you, the merchant. More choice.
And the most successful merchants, Brent knows. They aren't chanting platform slogans.
No, they're pragmatists. They focus on their specific business needs above the current hype. What actually works for them?
That focus on your core requirements not getting swept up in popularity contests, that seems key for sustainable success. Let your needs drive the decision.
Which brings us nicely to busting some common myths around platform choice. Myth number one. the ecosystem can fix anything, just add more apps.
Speaker 2 (10:17.922)
Right, but the reality is piling on third-party apps adds cost, complexity, potential conflicts, performance can suffer, maintenance gets tricky.
Brent told that story of the BigCommerce site where the tax system just broke because of an extension-update conflict. Sometimes, having that core function built in natively is invaluable. Apps aren't a magic fix for fundamental gaps.
Myth 2. Open source always costs more than size.
Not necessarily. He makes a great point about hitting costs on both sides. Infrastructure and maintenance for open source, yes, but also scaling fees, transaction costs, app subscriptions on SaaS.
It totally depends on your specific business and which platform aligns better. It's not black and white.
Speaker 1 (11:01.46)
Exactly. Don't just look at the license model. Think about the total cost of ownership based on how well it fits your operation.
Myth three, switching platforms is just too disruptive to even consider.
Well, yes, migration isn't fun. It's work.
But Brent gives examples, a retailer forcing WooCommerce for years on complex inventory. Another struggling 18 months with Shopify for B2B.
both wishing they'd switch sooner. The ongoing pain and inefficiency of a bad fit can be way worse than the temporary pain of moving.
Speaker 2 (11:31.436)
He calls migration a root canal.
Huh, yeah. Unpleasant, but better than the constant toothache, right? Sometimes that short-term disruption buys you long-term health and efficiency. Wait up, honestly.
Myth four. There has to be one single best platform out
Nope. Just doesn't exist. The best is totally subjective. It depends entirely on your business, your resources, your goals.
What's perfect for company A could be a disaster for company B.
Speaker 1 (11:57.688)
There's no universal winner. The best platform is the one that's best for you. Period.
And that leads to Myth5. Always go with the most popular platform.
Popularity has advantages, sure, bigger community, more apps maybe, but it absolutely does not guarantee it's the right fit.
Adobe Commerce could be massive overkill for a simple store. Shopify might be way too limiting for complex B2B.
Brent's seen businesses thrive on less popular, maybe niche platforms that were just a perfect match for their specific needs. Don't just follow the herd. Think about your past.
Speaker 2 (12:29.184)
Okay, let's talk agencies for a minute. Brent, being a former agency owner, is candid about this.
Yeah, the potential for divided loyalties. He admits he drank the Magento Kool-Aid partly because, it was good for his agency's business back then.
It's a good reminder. Agencies have their own economic realities. Their expertise, their partnerships, often center on specific platforms.
You just need to be aware of that context when you're getting advice.
But he also shares this really great advice he got from someone at Magento. To diversify your expertise, offer more.
Speaker 1 (13:02.648)
platforms.
Honesty pays off, it seems. Building that trust because you're focused on the client's actual needs, not just pushing your preferred tool.
That's the sign of a great partner, isn't it? They prioritize understanding your business deeply before recommended any solution. They ask tons of questions about you.
Because think about it, recommending a platform they don't specialize in might cost them in the short term. So if they do, it suggests they're really putting your needs first.
Look for that advisory approach, not just a sales pitch for one platform. Their focus should be your success.
Speaker 2 (13:41.186)
Which brings us to what Brent calls the deal breaker reality. This is critical.
Yeah, choosing a platform isn't just about ticking off features on a long list.
It's about identifying those absolutely non-negotiable functions, the things your business cannot operate without effectively.
Those are your deal breakers. The best platform is simply the one that nails your deal breakers with the fewest compromises elsewhere.
Focus on the must-haves for your day to day.
Speaker 1 (14:07.202)
Because if a platform fails on one of your core critical needs, it doesn't matter how great the other 99 features are, it's effectively a 0 % solution for you at that point. Don't get distracted by the bells and whistles.
even share some stuff from private chats with senior tech execs, concerns about Shopify at the enterprise level.
Right, even with top-tier support, they were hitting fundamental walls with things like specific payment methods or complex B2B catalog structures.
One exec apparently called the platform fundamentally fragile outside its core comfort zone. An anti-pattern for serious B2B. That's strong language.
It highlights that gap between the marketing story and the sometimes harsh reality of using a platform at scale for needs it wasn't primarily built for.
Speaker 2 (14:52.654)
You don't always hear about this publicly, right? Because there's so much investment, so many vendor relationships.
Exactly. Which is why you need to do that deep dive for your own needs. Identify your deal breakers. What can you absolutely not live without?
Mail is down first, because if a platform stumbles on those, it doesn't matter how popular or shiny it is.
It's about getting your core functions right. That's priority number.
So Brent's own journey reflects this, from that Magento zealot.
Speaker 1 (15:19.128)
To a pragmatist, realizing the BIS platform is just the one that fits the specific need with the least friction.
And now he's doing this big analysis, talking to everyone, merchants, developers, experts.
Uncovering surprising successes on various platforms, but also some really costly disappointments, trying to get that full unbiased picture.
which is so valuable, cutting through the hype, learning from others' real-world experiences. Yeah, he wants to hear your stories. Good, bad, ugly. Platform successes, frustrations, even times maybe Shopify themselves said, we're not the right fit for you.
He actually has a call out to you, the listener.
Speaker 1 (15:55.224)
He's looking for those diverse perspectives to build a richer, more nuanced understanding for everyone. Your story could genuinely help someone else navigate this.
consider sharing it. Because the big takeaway, the really liberating idea here, is that there isn't one universally best platform.
There's just the right platform for your unique business right now.
And making that choice needs to come from clear-eyed analysis of your needs, not platform bias or marketing pressure. Find your fit.
It's about finding the best match, not the most talked about name, a very personal decision for your business's future.
Speaker 2 (16:27.67)
Okay, so wrapping this up, choosing your e-commerce platform, it's deeply individual. You have got to carefully weigh your specific business needs, identify those absolute deal breakers.
Don't just follow the trends or get pushed by aggressive sales. Take the time. Understand what you truly require.
And remember, a diverse ecosystem with lots of choices is actually good for everyone. It drives innovation, gives you more tailored options.
Your informed choice plays a part in that bigger picture.
So here's the final thought to maybe mull over. What are the one or two absolutely non-negotiable functions for your specific business? The things that if they don't work flawlessly, everything else is irrelevant.
Speaker 1 (17:13.418)
And have you really looked hard at whether your current platform or the one you're considering truly excels in those specific areas?
Try to resist that platform tribalism, that feeling you have to pick a side. Zero in on what your business fundamentally needs to succeed. Get laser focused on those core requirements.
Don't hesitate to dig really deep into how different platforms handle your specific critical needs. That's where you'll find the answer that's genuinely right for you.
And that wraps up our discussion on platform diversity. I hope you enjoyed this new format. Platform Perspectives is brought to you by Content Basis LLC, dedicated to bringing you cutting-edge insights on e-commerce strategy that go beyond the conventional wisdom. Remember to check out Brent's full LinkedIn post for a deeper dive into this important conversation. Join us next time as we continue to explore the nuances that drive successful commerce.
in today's complex digital landscape. Thanks for listening.