Shopify

Shopify is the default storefront platform for direct-to-consumer brands, handling hosting, checkout, payments and inventory so a store can launch without engineering.

Its real advantage is the app ecosystem: subscriptions, reviews, upsells and shipping integrations exist as installable apps rather than custom development — though those apps add monthly cost that accumulates quickly.

The structural trade-off is that you rent the platform rather than own it: transaction fees apply unless you use Shopify Payments, and your store's capabilities are bounded by what the platform and its apps permit.