"DIY vs freelancer vs agency" is a provider decision. "WordPress vs Wix vs Squarespace vs Shopify vs custom code" is a technology decision. They get discussed as if they're the same question, and they're not. A freelancer can build a custom-coded site, a WordPress site or a Shopify store. So can an agency.
"Custom website vs WordPress" is an imprecise comparison. WordPress is open-source publishing software that can itself be used with a fully custom design and custom development, not just off-the-shelf themes.
Compare across dimensions
| Dimension | Self-hosted WordPress | Wix | Squarespace | Shopify | Custom-coded site or application |
|---|---|---|---|---|---|
| Content editing | Full CMS editor; page builders optional | Visual drag-and-drop editor | Visual template editor | Store/product-focused editor | Depends entirely on what's built |
| Hosting model | Choose and change your own host | Runs on Wix's servers only | Managed by Squarespace | Managed by Shopify | Fully your choice |
| Data & content portability | Generally stronger, since the software runs on other hosts too | Content is yours; the running site can't move host unchanged | Partial content export; not a full site export | Product data is portable; theme/app setup is not | Depends entirely on how it's built and documented |
| Ecommerce fit | Possible via plugins (e.g. WooCommerce) | Built-in commerce features | Built-in commerce features | Purpose-built for commerce | Only if purpose-built |
| Maintenance responsibility | Owner or provider must own updates | Handled by Wix | Handled by Squarespace | Handled by Shopify | Owner or provider must own updates |
| Customization ceiling | Template to fully custom | Template-driven, app-extendable | Template-driven | Theme to custom storefront | Unlimited, bounded by budget and skill |
| Recurring dependencies | Hosting, plus optional paid plugins/themes | Wix plan plus apps | Squarespace plan | Shopify plan plus apps | Hosting plus any services/APIs used |
Descriptions, not scores. There's no defensible way to reduce these tradeoffs to a single number.
Platform profiles
Self-hosted WordPress
Free, open-source publishing software you install on a web host of your choosing. It supports themes and plugins and can be customized extensively, from a template theme to fully custom design and development.
Strengths
- Hosting can be chosen and changed independently of the software itself.
- A large theme, plugin and developer ecosystem.
- Can range from an off-the-shelf theme to a fully custom build.
- Generally stronger portability than closed SaaS builders, since the software can move between hosts.
Considerations
- Someone has to own core, plugin and theme updates.
- Security and backups are the site owner's or provider's responsibility, not bundled in automatically.
- Paid plugins and themes often renew annually. Confirm who holds those licences.
- Specific plugins, page builders or custom themes can still create their own dependencies.
Best fit: Businesses that want control over hosting and long-term portability, and are comfortable with an explicit maintenance plan.
Wix
A cloud-based, all-in-one SaaS builder. Wix's own documentation states that Wix sites need to be hosted and run on Wix's servers because of how the platform is architected.
Strengths
- Software and platform updates are handled by Wix, not the site owner.
- A visual, managed editor with integrated hosting.
- A domain can be registered elsewhere and connected to a Wix site.
Considerations
- The content you create belongs to you under Wix's terms, but the functioning site itself cannot simply be moved to another host and continue running unchanged.
- Moving platforms generally means rebuilding rather than transferring the site as-is.
- This trade-off isn't inherently negative. Managed SaaS reduces infrastructure and maintenance burden in exchange for platform dependency.
Best fit: Businesses that want infrastructure and updates handled for them and are comfortable with that platform dependency.
Squarespace
A hosted website platform with visual templates and an integrated editor. Squarespace's export documentation allows exporting certain content to XML, but explicitly states that not everything exports because many features rely on Squarespace's own JavaScript and CSS.
Strengths
- Managed hosting and platform features in one product.
- Visual templates with an integrated editor.
- Some content can be exported.
Considerations
- Squarespace's own documentation lists specific content types that do and do not export.
- A complete, functioning Squarespace implementation isn't represented by the export file alone.
- Migrating to another platform may mean recreating parts of the site rather than transferring it directly.
Best fit: Businesses that want a managed, design-forward platform and are not planning a near-term platform change.
Shopify
A hosted commerce platform for selling online and in person, covering store, product catalogue, checkout, inventory, sales channels and point-of-sale.
Strengths
- Purpose-built for commerce: checkout, inventory, shipping and sales channels in one system.
- Supports both online and in-person selling.
- A large app ecosystem for extending commerce functionality.
Considerations
- Needing ecommerce doesn't automatically mean Shopify is the right fit. Other commerce systems exist.
- Apps used for extended functionality often carry their own recurring fees.
- The right fit depends on catalogue complexity, payment requirements, shipping, inventory, POS needs and international selling.
Best fit: Businesses where transactions, inventory and checkout are central to the website, not a brochure site with an occasional sale.
Custom-coded site or application
"Custom code" is a delivery method, not one fixed product. It can mean a hand-built static site, a custom web application, or a custom front end connected to a headless CMS.
Strengths
- Exact control over architecture, user experience and integrations.
- No unnecessary platform features to work around.
- Technology can be chosen specifically for your requirements.
Considerations
- Quality depends heavily on the developer or team's competence. Custom does not automatically mean fast, secure, accessible or SEO-friendly.
- Maintenance responsibility must be made explicit in the agreement.
- Undocumented bespoke systems can create key-person dependency.
- Editors typically need a CMS or admin layer built in if non-technical staff will update content.
- Google has stated it does not prefer a web architecture solely because of the technology used. Implementation quality is what affects user experience and crawlability.
Best fit: Businesses with requirements that don't fit an off-the-shelf platform, and the budget and governance to maintain something bespoke.
Which platform fits your requirements?
Score your own requirements before you score a platform. Rank how important each of the seven dimensions above is to your business, then check which platform's profile matches most closely. If ecommerce is central, weight that heavily. If long-term portability matters more than convenience, weight that instead. There's no universally correct answer, only the one that fits what you actually need.
Whichever platform you land on, budget it properly.
Small Business Website Budget Planner
Not sure which platform fits your business?
Vortio works across custom builds and major CMS platforms and can recommend based on your requirements, not our preference.
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