Neto vs Shopify: What Australian retailers need to know before switching platforms

If you're an Australian brand currently using Neto, you might be starting to wonder if it’s still the right platform for your next stage of growth. Neto may have supported your business well over the years, offering reliable order and inventory management, strong marketplace integration, and a local support team that understood the needs of Australian retailers. It stood out as an all-in-one Australian e-commerce solution, known for having no transaction fees and easy access to support. For many brands, it did the job, and did it well.

But things change.

Your business might have outgrown Neto. You could now need better integrations or a more scalable system. Higher transaction fees under the new enterprise pricing might be cutting into your margins. Or maybe the platform still works fine, but you’re planning a full website redesign and wondering if now’s the time to move to something more future-ready.

At the same time, Shopify has evolved significantly. In its early days, Shopify was seen as a basic eCommerce platform. It didn’t even support custom fields, product descriptions were all you had to work with. But Shopify focused relentlessly on ease of use and building a developer-friendly ecosystem. That decision, while limiting at the time, laid the foundation for the platform’s long-term success. Today, Shopify powers millions of stores globally and supports everything from simple startups to complex, high-volume retailers.

I run an agency that works with both Neto and Shopify, so I'm not here to criticise either platform. Instead, I want to give you a fair, practical comparison that reflects the real-world needs of growing Australian brands.

In this guide, I’ll walk you through how both platforms stack up at every stage of your eCommerce journey: from setup and day-to-day maintenance, to scaling your operations and understanding the true costs.

Phase 1 - For getting started: Launching your store and building the foundation

If you're starting a new e-commerce brand or looking to re-platform from scratch, this is where your journey begins. You’re setting up your storefront, adding products, configuring shipping and payments, and making sure everything runs smoothly before your first customer checks out.

Let’s compare how Shopify and Neto support you in this foundational stage.

Theme and design

• Shopify offers a wide range of professionally designed themes and an intuitive drag-and-drop editor, making it easy to create a polished storefront without coding skills. The editor is highly visual and user-friendly.
• Neto has fewer theme options and lacks a visual editor, which can make the design process feel more rigid and developer-dependent.

Verdict: Shopify is easier and faster for non-technical users.

Product setup

• Shopify's backend interface is designed for usability, supporting bulk editing, product tagging, inventory tracking, and import/export tools. Great for merchants managing large catalogs.
• Neto, while functional, has a more technical setup process and doesn't offer built-in bulk editing. However, its import/export function is quite powerful and can handle bulk updates efficiently.

Verdict: Shopify offers a smoother experience.

Store functionality

• Shopify has a clean, user-friendly backend with strong automation tools like Shopify Flow, plus a massive app ecosystem to extend functionality as needed.
• Neto isn’t as polished, but includes more built-in features out of the box—like Part Finder (for auto parts), Wishlist, Product Reviews, Bundles, Voucher Rewards, Freebies, Backorder function, Back in Stock alerts, and Stockist tools, all of which require apps on Shopify.

Verdict: Shopify is easier to manage day to day and highly customisable with apps, but Neto offers more built-in functionality for specific retail use cases.

Shipping setup

• Neto provides advanced built-in shipping features tailored specifically for Australian carriers like Australia Post, StarTrack, and CouriersPlease. It allows for detailed rules around weight-based, postcode-based, or carrier-specific rates, ideal for merchants with complex local logistics.
• Shopify is simple to set up and suitable for stores with straightforward shipping needs. Handles international shipping well. However, for more advanced local requirements (like postcode exceptions or multi-carrier logic), you’ll likely need to install a third-party app or use an integration like Shippit or Starshipit.

Verdict: Neto is better for complex local shipping setups in Australia. Shopify is more flexible for global shipping and simpler configurations.

Payments and checkout

• Shopify integrates with over 100 payment gateways globally. Shopify Payments allows for seamless setup with no extra transaction fees, improving transparency and margins.
• Neto supports around 10 payment gateways and setup can be more technical. Transaction fees apply on enterprise plans.

Verdict: Shopify offers more options and quicker setup.

Order editing

• Neto includes native support for order editing before shipping, offering greater flexibility without additional tools.
• Shopify needs an app for this functionality.

Verdict: Neto wins for built-in order editing.

So, which is better when you're starting out?

If you’re launching a new brand or making your first move into e-commerce, Shopify is the easier, faster, and more scalable option to get your store off the ground. Its user-friendly theme editor, intuitive backend, and flexible features let you launch without needing a developer

Neto does offer strong built-in tools, especially for local shipping and order editing, but it generally comes with a steeper learning curve and more technical setup. For most new businesses, Shopify delivers a smoother start with fewer roadblocks.

Phase 2 - Keeping things running smoothly

Once your store is live, day-to-day operations become your focus. This phase is about ease of maintenance, reliability, and how much support you can count on when things go wrong. 

Support

• Shopify offers 24/7 live chat, email, and community support. Comprehensive help docs and tutorials make it easy to find answers quickly.
• Neto provides local Australian business-hours support via ticketing system. Response times can be slower, especially during peak times.

Verdict: Shopify is more responsive and accessible.

Hosting and security

• Shopify: Fully hosted, automatic updates, PCI compliant.
• Neto: Also hosted, but may require more manual input for updates, monitoring, or managing backups.

Verdict: Shopify is lower maintenance.

Performance and uptime

• Shopify: Backed by a global infrastructure optimised for speed and uptime. Performs well even during high-traffic events like BFCM (Black Friday and Cyber Monday).
• Neto: Stable and reliable for mid-sized businesses, but not built for global scale or large enterprise traffic.

Verdict: Shopify is more reliable at scale.

App and theme updates

• Shopify: Most apps are automatically updated by their developers, so there’s less need for manual maintenance. For theme changes, you can usually make updates yourself using the visual drag-and-drop editor, no coding required unless you’re adding custom features.
• Neto: Updating apps or custom themes often requires a developer.

Verdict: Shopify is easier to maintain, especially for non-technical users.

That said, which platform makes life easier when it comes to maintenance?

If you're after peace of mind and fewer technical headaches, Shopify is the clear winner here. Its hands-off hosting, automatic updates, and 24/7 support make it ideal for busy business owners who don’t want to worry about technical maintenance. Neto can work well if you have a developer on hand, but for most merchants, Shopify simply takes less time and effort to manage.

Phase 3 - Growing your business

As your store starts gaining traction, your platform needs to support marketing efforts, new tools, and bigger customer lists. This phase is about building momentum: growing sales, reaching more people, and managing a wider range of activities.

Marketing tools

• Shopify: Comes with strong SEO features, email capture tools, discount codes, built-in analytics, and seamless integrations for automation, upsells, and reviews. Many merchants use Shopify Analytics without needing Google Analytics.
• Neto: Includes basic marketing tools like coupons, newsletters and product reviews, but lacks the depth and variety of Shopify’s ecosystem.

Verdict: Shopify is better equipped to support marketing growth.

CRM and segmentation

• Shopify integrates easily with Klaviyo, ActiveCampaign, and other CRMs for detailed segmentation and lifecycle marketing.
• Neto offers limited customer segmentation features without third-party tools.

Verdict: Shopify offers more flexibility.

ERP and inventory

• Neto has strong built-in ERP features such as inventory, supplier orders, and purchase management.
• Shopify can handle complex inventory with the help of apps or integrations like DEAR, Cin7, or native Shopify features.

Verdict: Tie: depends on your existing setup.

Marketplace selling

• Neto offers native integrations with major Australian marketplaces like eBay, Amazon AU, MyDeal, Kogan, and TradeSquare, making it easy to manage multichannel sales locally.
• Shopify requires apps for marketplace syncing. Its Marketplace Connect app (formerly Codisto) supports platforms like eBay, Amazon, Etsy, Walmart, and Target, though many are geared towards the US market.

Verdict: Neto wins for built-in support across key Australian marketplaces.

Which platform gives you more room to grow your brand?

When it comes to growth, both platforms bring different strengths to the table. Neto offers powerful built-in tools for inventory and marketplace selling, which suits operational-heavy businesses. Shopify, on the other hand, shines in marketing flexibility and integrations, making it easier to reach and engage more customers.

It's a tie! The right choice depends on whether you’re prioritising operational depth or marketing agility.

Phase 4 - Scaling up your brand: From local success to global and B2B growth

As your brand moves beyond local success, your platform needs to keep up, whether you’re entering global markets, expanding into B2B, or managing more complex operations. This phase is about choosing a solution that can handle higher volumes and complexity without adding friction

Point of Sale (POS)

• Shopify offers a fully integrated POS system that seamlessly syncs with your online store, making it easy to manage inventory, sales, and customer data across physical and digital channels. It’s a solid choice for omnichannel brands and retail expansion.
• Neto previously offered its own POS system, which is now considered outdated. While Maropost (owner of Neto) acquired Retail Express to enhance its retail offerings, a native integration between Retail Express and Neto is currently unavailable. Consequently, merchants using Neto lack access to a modern, built-in POS solution at this time.

Verdict: Shopify is the stronger option for omnichannel selling.

B2B capabilities

• Neto includes built-in B2B tools across all plans, such as customer groups, tiered pricing, and invoicing, making it ideal for local wholesale.
• Shopify also supports B2B selling, but only via apps or on the Shopify Plus plan, which is tailored for enterprises. With the right setup, Shopify can match and even exceed Neto's B2B capabilities, especially for brands expanding internationally.

Verdict: Neto wins for ready-to-use B2B features on all plans, but Shopify offers more flexibility and scalability for enterprise-level B2B

International selling

• Shopify supports multi-currency, custom domains by region, and international tax handling. Great for global expansion.
• Neto is primarily built for Australian merchants; lacks strong international features.

Verdict: Shopify is better for international expansion.

Performance at scale

• Shopify handles very large product catalogs, traffic spikes, and enterprise operations without slowing down.
• Neto is reliable but better suited for mid-size operations.

Verdict: Shopify is more scalable.

API and developer ecosystem

• Shopify has extensive developer ecosystem, strong documentation, and thousands of experts and apps.
• Neto's ecosystem is smaller and more limited.

Verdict: Shopify offers more development flexibility.

Which platform helps you scale and expand with ease?

Neto’s built-in B2B tools (like customer groups, tiered pricing and invoicing) are a real strength for Australian merchants focused on local wholesale. However, Shopify also supports B2B selling, either through apps or natively via the Shopify Plus plan.

If you’re planning to expand internationally, Shopify’s infrastructure and flexibility make it much easier to grow without the usual technical headaches. It also offers a fully integrated POS that syncs with your online store, something Neto lacks, as Neto's legacy POS is outdated and still not natively integrated with Retail Express.

That’s why Shopify comes out on top for brands ready to expand efficiently and scale with confidence.

Understand pricing and ownership costs

Once you’ve explored features and functionality, it’s time to break down what it’ll cost to operate and scale each platform. Monthly fees are only part of the picture , you’ll also want to understand transaction charges, app expenses, and support needs.

Platform pricing

• Shopify starts from $29 USD/month, with higher tiers offering more features. Flexible pricing as your business grows.
• Neto starts from $79 AUD/month, which includes more built-in features but less flexibility.

Verdict: Shopify has a more flexible entry point.

Transaction fees

• Shopify charges no additional fees if using Shopify Payments; third-party gateways incur small fees.
• Neto charges transaction fees for enterprise plans.

Verdict: Shopify is more predictable and transparent at the enterprise level.

Integration and app costs

• Shopify: Many powerful apps are paid but offer plug-and-play ease and constant updates.
• Neto: More built-in features, but may still require developer help to customise or extend functionality.

Verdict: Tie: depends on your feature needs and technical setup.

Developer and support costs

• Shopify: Many users can manage their store without needing a developer. Help is widely available.
• Neto: Typically requires technical knowledge or developer assistance for changes.

Verdict: Shopify is more DIY-friendly.

Tapping into ecosystem: tools, community, and innovation

Beyond features and pricing, the ecosystem around your platform plays a big role in how far you can go, and how easily you can get there. From available apps and developers to regular platform improvements, Shopify and Neto offer very different levels of support and innovation.

Global reach

• Shopify powers over 5 million stores worldwide across 175 countries.
• Neto is focused on serving Australian merchants, with limited global footprint.

Verdict: Shopify is the clear winner for global reach and recognition.

App ecosystem

• Shopify features over 8,000 apps for everything from loyalty programs and product bundling to subscription boxes and marketing automation.
• Neto’s app marketplace is more limited, so you might need custom development for the same functions.

Verdict: Shopify provides more tools and options.

Developer community

• Shopify has a massive global network of experts, developers, and partners ready to help at every stage.
• Neto’s partner and developer pool is much smaller, which can make it harder to find support or customise your store

Verdict: It’s much easier to get help on Shopify when you need it.

Innovation and updates

• Shopify is constantly evolving, with regular updates that introduce new tools, faster performance, and AI-powered features.
• Neto rolls out updates less frequently, so improvements come at a slower pace.

Verdict: Shopify keeps moving forward and helps your store do the same.

Conclusion: Which platform is right for you?

If your store is running smoothly on Neto and your needs are mostly local, especially with B2B or marketplace selling, Neto may still serve you well. It has solid built-in functionality, handles complex shipping locally, and continues to support many Australian brands.

But if your business is evolving, or you're looking for more flexibility, easier maintenance, and long-term scalability, Shopify is likely the better fit. It’s easier to use, simpler to maintain, and backed by a global ecosystem that helps brands expand confidently.

In this comparison, we’ve looked at each stage of the ecommerce journey: from getting started and managing your store to expanding into B2B or global markets. And while both platforms offer unique advantages, Shopify consistently delivers the versatility and momentum today’s businesses need to thrive.

Whether you're redesigning your current Neto store or considering making the move to Shopify, you don’t have to figure it out alone.

Need help with your Neto site? See how I can support you with design and strategy.

Exploring a switch to Shopify? Check out our smooth and stress-free Shopify migration services.

Whichever path you choose, I’m here to help you make the most of it, so you can grow your business with confidence and clarity.