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Choosing the Right Platform for Your Business

In multi-level marketing (MLM) and direct selling, the integration with powerful e-commerce platforms is pivotal. These platforms are not limited to industry-standard CRM systems such as Exigo, DirectScale, and InfoTrax but also include Shopify, BigCommerce, and WooCommerce. 

Drawing from first-hand experiences at Think Box, where we’ve integrated all three platforms over the years, this blog will share real-world success stories and lessons learned from Shopify, BigCommerce, and WooCommerce integrations. These case studies aim to offer insights that can help inform your platform choice.

This review aims to highlight the advantages and drawbacks of each e-commerce platform, providing entrepreneurs and corporate executives with valuable insights to select the solution that best fits their direct selling ventures.

The Impact of E-Commerce on MLM and Direct Selling

We are in an era of digital revolution, marked by seamless integration of e-commerce platforms with MLM CRM systems. This synergy enhances the shopping experience and operational efficiency, leveraging data analytics to refine marketing strategies and fuel growth.

Navigating the Pros and Cons of Leading E-Commerce Giants

Shopify: A Shopping Cart for Many


  • Easy-to-Use Interface: Shopify’s user-friendly design simplifies the setup and management of MLM businesses, allowing more time for growth.
  • Broad App Ecosystem: The extensive range of apps and plugins on Shopify enables unmatched customization, allowing MLM companies to tailor their storefronts precisely.


  • Costing Factor: The diverse plan options can become expensive with the addition of premium apps and features, potentially straining smaller MLM budgets.
  • Transaction Fees: Transaction fees can accumulate unless you opt for Shopify Payments.

For more on Shopify Liquid development, visit our Shopify Liquid Power Unveiled guide.

BigCommerce: A Comprehensive Contender


  • Built-in Features: BigCommerce offers numerous out-of-the-box features, reducing the need for external applications.
  • Scalability: Designed to accommodate businesses of any size, BigCommerce is ideal for MLM companies planning aggressive growth.


  • Learning Curve: The extensive functionality of BigCommerce may result in a steeper learning curve compared to simpler platforms.
  • Limits of Customization: While powerful, BigCommerce may have limitations for very specific customization needs without additional development support.

Explore a Think Box case study on BigCommerce integration here.

WooCommerce: The Flexible Open-Source Platform


  • Flexibility and Control: Being open-source, WooCommerce offers unparalleled customization and control over every aspect of your web shop.
  • Integration with WordPress: WooCommerce seamlessly integrates with WordPress, making it a cost-effective choice for businesses already using this platform.


  • Maintenance and Security: Open-source platforms like WooCommerce may require more technical oversight for updates and security.
  • Scalability Issues: The high degree of flexibility comes with the potential need for additional plugins and custom development for scaling, which could add complexity and cost.

Launching on WooCommerce soon? Check out our WooCommerce Launch Tips

Analyzing Market Share

As of early 2023, the competition among global e-commerce platforms remains fierce. WooCommerce leads with a 39% market share, thanks to its widespread adoption. Shopify, though not the leader, holds a significant presence with an 11% market share globally and 28% in the American market, outperforming WooCommerce Checkout’s 17%.

This data highlights Shopify’s substantial footprint in the U.S., while WooCommerce dominates globally. For further insights, visit Shopify Market Share Analysis.

Making the Right Choice for Your MLM Business

Selecting the ideal e-commerce platform for your MLM or direct selling business involves considering your needs, goals, and resources. Proper integration with platforms like Shopify, BigCommerce, and WooCommerce can significantly enhance your business’s potential. By evaluating the pros and cons, market share, and features, and learning from real-world integrations, you’ll have sufficient information to make an informed choice. This decision will align with your business model, drive growth, and enhance your competitive edge.