Before You Worry About "Which Platform to Use" for Your E-Commerce Site: A Comparison of Shopify, BASE, and STORES, and How to Choose

In Shiga Prefecture, we often get asked by business owners planning to start an online store, “Which is better, Shopify or BASE?”

Shopify, BASE, STORES, Color Me Shop… There are now an astonishing number of tools available for creating
online stores.

“Which one will sell the most?”
“Which one is right for me?” It’s only natural to feel overwhelmed
as you look at all the options and try to decide.

Of course, what each tool “can do” and “how much it costs” varies depending on the platform, so it’s important to choose the one that best fits your goals and budget.

However, before you do that, there’s something I’d like you to stop and think about for a moment.
This isn’t about the “system”—it’s about your “business.”

It’s never too late to decide on a tool once you have a clear picture of “what you want to sell, to whom, and how you want to deliver it.”

E-commerce Roundup

You Can Wait Until the Very End to Decide on a System

“I’ve heard Shopify is good,” “BASE seems easy”—I completely understand the urge to start by looking for tools
first.
However, you shouldn’t let the process of choosing a system dictate the direction of your business.

If you decide on a tool first, you’ll eventually find yourself limited to thinking about your business solely within the scope of “what that system can do.”

First, set aside the discussion of systems and start by clearly defining the “outline of your store.”

Two Perspectives for Defining the “Outline of Your Store”

Increase the clarity of “Who is your target audience, and how will you reach them?”

If this isn’t firmly established, no matter how advanced the system you use, your store will fail to resonate with anyone.

• What kind of people will buy, and in what situations?
• What impression do you want visitors to have when they visit the site?
• What emotions do you want them to feel when their order arrives?

The starting point is to imagine not just the sale itself, but the entire experience after the purchase.

Objectively Assessing Your “Current Position” (3C Analysis and STP Analysis)

Let’s take a shop that sells “Shigaraki-yaki,” a traditional craft from Shiga, as an example.

3C Analysis: Align the market (customers), competitors, and your company (your strengths) to identify why customers choose you

STP Analysis: Clarifying who to target and what positioning to adopt

Once the store’s identity becomes clear, the necessary features (such as gift options, subscription services, and social media integration) and the ideal atmosphere (whether sophisticated beauty or a warm, tactile feel) will naturally fall into place. Rather than “changing your business to fit the system,” you should “adapt the system to fit your business.” By following this order, you’ll create a store that will be cherished for years to come.

. Four Benefits of Having Your Own Website

Opening a store in a shopping mall (department store) might be easy at first. However, when considering the long-term sustainability of your business, having your own website—your “own store”—offers value that goes beyond mere numbers.

① You Can Convey Your “Story” with 100% Purity

Within a shopping mall, “specifications” and “prices” tend to take center stage, and with similar products lined up right next to yours, your items are constantly being compared. With your own website, you can convey the time and passion that go into your business without any distractions.

Example: In the case of an Omi tea shop, on an online marketplace, products are compared based on numerical data such as “Asamiya Tea, 100g, 1,000 yen.” However, on your own website, you can convey the scenery of mist-shrouded tea fields and the care taken in the roasting process through large photos and thoughtful, understated language.

② It becomes an asset that connects you “directly” with customers

Shopping on a marketplace often becomes a memory of “I bought it on Amazon” or “I bought it on Rakuten,” and the store’s name is easily forgotten. A company-owned website creates the experience of “I bought it from you,” and the relationship—who bought what and when—becomes a lifelong asset that no one can take away.

Example: A Lake Biwa pearl jewelry store—who chose that pearl for a special anniversary, and when? With your own website, that record is preserved, allowing you to build lasting relationships—such as reaching out when it’s time for maintenance a few years down the line.

③ Lower Commission Fees Enable Sound Business Operations

When opening a store on an online marketplace, it’s not uncommon for 10–15% or more of sales to be deducted as fees. With a company-owned website (SaaS-based), payment processing fees can be kept to just a few percent (around 3.5–6%).

Example: In the case of a sake brewery in Shiga that sells local sake, the difference in costs that would have gone to the online marketplace can be reinvested into creating the next product—such as high-quality packaging materials or seasonal gifts included with orders.

④ You can step out of the “price war”—a race with no finish line

The greatest benefit of having your own website is that customers will choose you based on your brand’s unique identity. It’s about growing a base of loyal fans who say, “I buy here because I like you,” rather than “I buy because it’s cheap.” This is the path to breaking free from price wars and fairly protecting your brand’s value.

Comparison of the Four Major E-commerce Platforms

When choosing a platform, it’s important to imagine not just your current sales, but “what kind of store you want to be in three years.” This comparison is based on information as of April 2026.

① Shopify — The global standard for serious e-commerce. Choose this if you want to “grow” your brand

Originating in Canada, this is the world’s No. 1 platform by market share. Its most notable feature is “scalability.” By combining add-on features—known as apps—you can achieve almost anything you want, from subscription services and international sales to complex loyalty programs.

Recommended for

• Those who want to take a long-term approach—3 to 5 years—to grow their brand
• Those who want to express a unique brand image with attention to every last pixel
• Those considering international sales (cross-border e-commerce) in the future

Cost: Basic Plan starts at approximately 3,650 yen per month (when paid annually). As your sales grow, you can upgrade to a higher-tier plan (starting at approximately 10,100 yen per month) with lower transaction fees.

Ease of Use: The admin panel is beautifully organized, but its wide range of features means it takes a little time to get the hang of it at first. Once you’re familiar with it, it’s a very powerful tool for analyzing business data.

→ View details on the official Shopify website

② BASE — The go-to choice for those who want to “start their own store tomorrow”

This is the easiest service in Japan for launching an online store. You can get started risk-free with “0 yen per month,” it integrates seamlessly with Instagram, and you can run your entire business with just a smartphone.

Recommended for

• Those who want to start small without incurring initial or fixed monthly costs
• People who primarily post on social media platforms like Instagram and want customers to buy directly from there
• People who prioritize speed—"just list your items and start selling"—over complex features

Cost: Standard Plan—0 yen per month. Once your monthly sales exceed 500,000 yen, switching to the “Growth Plan” (approximately 16,000 yen per month) becomes more cost-effective.

Ease of Use: It’s incredibly simple. Even without specialized knowledge, you can intuitively list products and choose designs.

→ See details on the official BASE website

③ STORES — Strengths include a clean design and integration with brick-and-mortar stores

It’s often compared to BASE, but it’s characterized by a “cleaner, more understated design.” It offers robust inventory synchronization with in-store POS systems, allowing you to manage both your physical store and online shop as a single inventory.

Recommended for

• Those who prefer a simple design that highlights the quality of their products over flashy decorations
• Those who own a physical store and want to share inventory across both the store and online
• Those who want to reduce the stress of day-to-day operations, such as through an intuitive admin interface

Cost: Standard Plan—3,300 yen per month (tax included, with an annual contract). There is also a Free Plan with no monthly fee, but the Standard Plan, with its lower transaction fees, is the most popular choice for full-scale operations.

Ease of Use: The UI is exceptionally beautiful and intuitively designed—so user-friendly that you can navigate it without even reading the manual.

→ See details on the official STORES website

④ Color Me Shop—The peace of mind that comes from a long-established service with deep knowledge of the Japanese retail market

This is one of Japan’s longest-running services. It comes standard with a comprehensive set of features tailored for the domestic market—such as “noshi” gift wrapping and detailed shipping options—and, thanks to its long history, offers a high degree of customization flexibility.

Recommended for

• Businesses with high demand for gifts, such as year-end and mid-year gift-giving seasons
• Those who prioritize reliable domestic support channels, such as phone support
• Those who want to carefully target the domestic market using a system with a long track record

Cost: Regular Plan—4,950 yen per month (tax included). A separate initial fee of 3,300 yen is required.

Ease of Use: While the numerous configuration options may seem daunting at first, those familiar with Japanese business practices will appreciate the wide range of settings that cater to every need.

→ View details on the Color Me Shop official website

*All prices are current as of April 2026. When considering this option, be sure to check the latest pricing on each official website.

5. Points to Consider for Self-Hosted Solutions (WordPress, EC-CUBE)

Systems like WordPress (WooCommerce) and EC-CUBE, which are installed on your own server, may seem “flexible and cost-effective” at first glance. However, the responsibility of “storing customers’ personal information on your own server” is far too heavy for an individual to bear.

• Security Risks: If you do not keep the system constantly updated to the latest version, it becomes vulnerable to data breaches and tampering.
• Responsibility for Data Management: In the event of a customer data breach, the store owner is personally liable for compensation and handling the situation

With “SaaS-based” platforms like Shopify or BASE, professionals manage these security measures around the clock. “Leaving the risks to the professionals so you can focus on your business” is an important strategy for running a successful and enjoyable business over the long term.

6. The “Embedded Button” Option

For those who say, “I don’t want to change my current website design,” but are still concerned about security risks, there’s an option to “rent only the shopping cart functionality” from an ASP-type service. This system allows you to embed a “Buy Now” button provided by the ASP directly into your own website.

• Color Me Anywhere (Color Me Shop): You can add an “Add to Cart” button to your existing website or blog by pasting just a single line of code. You can devote your full attention to crafting detailed product descriptions on your own site, while entrusting the payment processing to a robust, professional system.
• Shopify “Buy Button”: A feature that embeds Shopify’s payment system into external sites. You can customize the button’s color and shape to blend with your site’s design while implementing world-class security.
• BASE “Shopping Cart”: Allows you to display products created on BASE on external sites with the click of a button. This is ideal for individual store owners who want to start small while retaining design flexibility.

The “Marketplace” Option (Amazon, Rakuten Ichiba)

If your own website is like a “street-front store,” a marketplace is like opening a shop in a “department store” or a “huge shopping center.” Here, we’ll briefly touch on marketplaces as an alternative to running your own website.

Recommended for

• Those who want to prioritize “volume” over brand recognition to generate sales quickly
• Those who sell products with specific model numbers or items in clear, easily searchable categories
• Those who want to attract repeat customers by offering rewards programs

Cost Estimate

• Rakuten Ichiba: A fixed monthly fee of several tens of thousands of yen + a commission of a few percent of sales
• Amazon: 4,900 yen per month (Professional Seller plan) + sales commission (approximately 8–15%)
• In both cases, total fees tend to be higher compared to operating your own website (such as BASE or Shopify)

Ease of Use: Since you list products within a set framework, you don’t have to worry about design, but it can be difficult to convey a “brand-specific atmosphere,” and you’re more likely to get caught up in price competition with other stores.

[Comparison Chart] Own Website vs. Marketplace

If your own website is like a “street-level store,” then a mall-style platform is like opening a store inside a “department store” or a “huge shopping center.” By understanding the characteristics of each, you’ll be able to identify the platform that’s truly essential for your business.

Leading Examples of Marketplaces: Amazon, Rakuten Ichiba, Yahoo! Shopping

In Chapter 4, let’s discuss “mall-style” platforms—an alternative to the “company website (main store)” we’ve been discussing so far.

When starting an online store, deciding whether to open a shop on a “shopping mall” like Amazon or Rakuten Ichiba is a major turning point.

Recommended for:

• Those who want to prioritize “volume” over brand recognition and generate sales quickly.
• Those who sell products with specific model numbers or items in clear, easily searchable categories.
• Those who want to attract repeat customers by utilizing loyalty programs like reward points.

Subscription Cost Estimate

• Rakuten Ichiba: A fixed monthly fee of several tens of thousands of yen + a commission of a few percent of sales.
• Amazon: 4,900 yen per month (Professional Seller plan) + sales commission (approximately 8–15%).
• Compared to running your own website (such as BASE or Shopify), total fees tend to be higher.

*Prices are as of April 2026

Ease of Use

Since you list products within the marketplace’s established framework, you don’t have to worry about design. On the other hand, it’s difficult to convey your brand’s unique atmosphere, and you’re inevitably prone to getting caught up in “price competition” with other stores.

[Comparison] Independent Website vs. Marketplace

Summary | 3 Guidelines

Here are three guidelines to help you stay on track when building an online store.

1. Don’t tailor your business to “system features”: Instead of thinking, “This system doesn’t have that feature, so let’s give up,” think in this order: “This is the experience I want to deliver, so which tools can make it happen?”
2. “Building” Isn’t the Goal—“Nurturing” Is Where It Really Begins: The day you launch is your “birthday.” By listening to customer feedback and refining your photos and copy, the very process of gradually helping your “store” find its footing becomes part of your branding
3. If you’re unsure, start by asking for advice: Is Shopify better, or is BASE better? The answer isn’t found in comparison articles—it lies solely in your vision for your future business.

If you’re unsure, start by consulting with us

Is Shopify better, or is BASE better? The answer isn’t found in online comparison articles—it lies solely in your “vision for your future business.”

“Nothing’s decided yet,” “My ideas are all over the place”—that’s perfectly fine. First, try to carefully put your thoughts about your business into words, without using any technical jargon.

Before getting into technical discussions about “how to build it,” let’s think together about “what kind of future you want to create.” Through that thoughtful dialogue, the “form of the store” that feels most comfortable for both you and your customers will begin to take shape.