Website Builder vs. Web Developer: When To Use Each

You’ve got brilliant products and a unique brand identity. Now comes the next big step: launching your ecommerce website. Every entrepreneur ultimately faces a choice—build it independently or hire a pro to handle web development. In other words, decide between a website builder and a web developer.

The right method for your business depends on many factors, including your project goals, desired level of control, and tolerance for ongoing costs. On one hand, the speed and simplicity of a website builder are appealing. On the other hand, a web developer can create something more scalable and equipped for complex functionalities. In some cases, a combination of both may be the most effective solution.

Let’s explore these two alternatives to help you determine which approach will best support your goals—and create a website that attracts visitors, drives sales, and grows with your business. 

What is a website builder?

A website builder is a builder platform that allows you to create a working website without writing a single line of code. This DIY approach enables rapid development at an affordable cost. Most website builders are designed to be accessible to everyone—from a novice solopreneur to a scaling startup—making it easy to launch a functional site quickly. 

Here are some key advantages of using a website builder:

• Start with a template. Build websites through an intuitive graphical user interface (GUI)—drag, drop, click, and customize predesigned templates and elements. 

• Avoid technical setup. Most builders manage hosting, security measures, basic search engine optimization (SEO), and mobile responsiveness. 

• Start selling right away. Free up time to focus on creating compelling site content, ecommerce product pages, and ads that convert.

A website builder can be a strong fit for anyone who wants to get online fast and achieve professional results with minimal technical skills.

What is a web developer?

A web developer is a person, not a platform. They’re professional architects and engineers. They’re experts fluent in the programming languages of the web, such as Hypertext Markup Language (HTML) for structure, Cascading Style Sheets (CSS) for style and formatting, and JavaScript for interactivity and functionality. Many also use frameworks like React and Vue to build dynamic, modern sites. 

Web developers can build a site from scratch or customize an existing template with raw code to meet specific business needs. Web developers specialize in tailored solutions, stepping in whenever a standard website builder can’t deliver a desired feature, such as complex inventory integration or a one-of-a-kind interactive tool. 

Developers often focus on particular areas of web development:

• Front-end developers handle the client side—everything visitors see and interact with, like visuals, buttons, and animations.

• Back-end developers focus on the server side—databases and application logic that process orders, manage inventory, and connect systems.

• Full-stack developers work across both, managing end-to-end development. 

You can find web developers to help customize your online store through LinkedIn, freelance sites like Upwork, and vetted networks like Shopify Partners. 

Website builder vs. web developer

The differences between a builder and a developer generally boil down to control, complexity, and cost. A website builder offers a quick, low-cost way to get online, but customization options are limited by the platform. A web developer provides complete flexibility and scalability, but at a higher investment in both time and budget. 

The cost difference is stark. Although pricing varies widely by project, businesses that hire an agency or freelancer typically spend much more. According to WebFX, developing a website with a professional can range from $1,000 to $145,000, with ongoing maintenance averaging $3,600 to $50,000 per year. By contrast, website builder subscriptions range up to $500 per month (some are free), with maintenance costs reaching about $5,400 per year.

The distinction isn’t always black and white. For example, Shopify bridges both worlds, offering the simplicity of a website builder alongside the flexibility of a development platform. Through Shopify’s Liquid templating language and application programming interfaces (APIs), businesses can start with a builder and later extend functionality with custom code. Also, through the Shopify App Store, you can find thousands of integrations that can support a wide range of customization.

Here’s how the differences break down:

When to use a website builder

A website builder is the best choice when your top priorities are speed, simplicity, and budget. It’s a perfect website development option for the business owner who wants to focus on selling, not coding languages. 

Choose a website builder when:

• You need to launch quickly. When you need to start selling products within days, not months, a builder is the clear winner. Just choose a theme and load your products in a matter of hours or days.

• Business needs are standard. If your store requires only core ecommerce features—product pages, shopping carts, and secure checkout—a builder covers the essentials.

• Your budget is limited. A fixed monthly subscription is easier to manage than large, variable development costs.

• Ease of updates matters. You want to update product photos, run a sale banner, or change your theme color on the fly without having to call a developer every time.

• You rely on standard integrations. Builders offer app stores (like the Shopify App Store) with plug-and-play extensions for email marketing, reviews, subscription services, and fulfillment. 

No-code website builders include Wix and Squarespace, which each offer ready-made templates and basic setup tools for simple business needs. Shopify takes this idea further as a purpose-built ecommerce platform, combining the simplicity of a website builder with advanced tools for selling, payment processing, and business growth.

When to work with a web developer

As your website grows or your project requires more specialized functionality, it may be time for a professional web developer. Developers can build custom features, ensure seamless integrations, and optimize performance for high-traffic events. 

Hire or collaborate with a developer when:

• You need deep systems integration. The store must connect with complex or custom systems like enterprise resource planning (ERP) software, a unique warehouse management platform, or a legacy inventory database.

• You require custom functionality. You want features like 3D product configurators, unique checkout flows, or a dynamic pricing engine based on real-time data.

• Performance and scalability are critical. A developer can fine-tune code and infrastructure to handle heavy traffic or traffic spikes effectively.

• You want a distinct brand experience. Custom animation, advanced page layouts, or immersive visuals require hand-coded design.

• You’re exploring headless commerce. With headless commerce, developers can separate the front end (customer experience) from the back end (commerce engine) using custom web frameworks such as React or Vue.

When hiring a web developer, look for someone experienced in ecommerce projects, particularly those familiar with your platform of choice. Review their portfolio for work that demonstrates both functionality and design quality, and ensure they understand key business goals like conversion optimization and site performance. 

Best of both worlds: The hybrid approach

Choosing between a website builder and a web developer doesn’t have to be an either/or decision. In many cases, the smartest path is a hybrid approach. You can start with a typical website builder for speed and simplicity, and then layer in custom development as your business grows.

For example, imagine launching a clothing brand using Shopify’s website builder. You choose a theme, upload your products, and go live in a matter of days. Six months later, your business expands, and you need custom add-ons—like a real-time fabric-sourcing dashboard on your product page. That’s when a developer can step in to extend your site’s functionality without disrupting its core structure. 

In this scenario, the Shopify platform handles the hosting, shopping cart, checkout, security, and overall site management. You maintain all products and content creation via the easy-to-use admin interface. The developer then works solely within your chosen theme’s code and Shopify’s APIs to add complex features and integrations. Your original store remains fully functional while this happens.

It’s an incredibly efficient approach. Leverage the low-cost, high-speed foundation of the builder while only paying a developer to fashion the few advanced features that separate you from your competition. 

Shopify merchants can select a developer from the Shopify Partners Network, a vetted ecosystem of expert freelancers and agencies that specialize in custom solutions specifically on the Shopify platform. This network connects you with professionals who understand the platform’s code and APIs.