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Choosing an e-commerce platform sometimes feels like dating. In the beginning, there is enthusiasm, high expectations and everyone shows their best side. Vendors present impressive, visionary demos that show the full potential of their software. But as any experienced digital entrepreneur knows, the real success of a collaboration is not in the demo, but in the daily practice as you grow. Just like in a marriage.
And the stakes in choosing the right partner are greater than ever. The e-commerce market reached €30 billion last year and is expected to grow to €46 billion by 2030. The question is: how do you keep up with that growth over the next five years? And which platform is best for your organization? To help entrepreneurs do this, Olga, information analyst at OpenCommerce, spent months doing in-depth research into the world's leading platforms.
Sander spoke to Olga about her findings. Her main message? Before you fall in love with a technical solution, you first need to have a clear picture of your own organization.
Bridging the gap between marketing and real user experience
Why is this research so unique? Most platform comparisons are stuck in simple feature lists. But Olga knew that this does not provide sufficient depth for a strategic choice. That's why she chose a “multi-dimensional” approach, comparing official vendor roadmaps with real user experiences.
“We collected information from both primary and secondary sources.”
This included one-on-one interviews with platform vendors to understand their current strengths and future plans. But to get a nuanced picture, she combined those insights with feedback from people who work with them every day.
“Platforms naturally present themselves from their strongest marketing story,” says Olga. To see how that translates into practice, she analyzed developer forums and review platforms such as G2. By testing promises against the practical experiences of teams in the field, it became clear where platforms really excel and what type of companies they are best suited for.
AI in e-commerce: is the time really here?
Analyzing platform profiles in 2026 almost automatically means taking into account the industry's biggest trend: Artificial Intelligence. Between 2024 and 2025, the focus quickly moved from simple chatbots to advanced Generative AI and AI agents. The vision of parties such as Shopify, Adobe and BigCommerce is compelling: an AI “assistant” that provides content and optimization. But, according to Olga, the difference lies in the details of the implementation.
As she says: “You have to look past the label. You really have to go in-depth to understand: does this actually support the use case you have in mind?” In doing so, Sander Mangel sets a pragmatic “50% rule” for roadmap ambitions: assume that a new feature is about halfway through its development when launched. This way, you can build a realistic growth path without relying too much on technology that is not yet mature.
While technologies such as AI provide a glimpse into the future, the basis for sustainable growth lies elsewhere: scalability and cost structure.
Scalability and the (hidden) growth load
Olga's research shows that scalability is not just about being able to handle more traffic, but mainly about how well a platform's financial model matches your long-term ambitions.
“There are often nuances in cost structures that only become visible as you grow,” she explains. These should not be seen as pitfalls, but as different models for different needs:
- All-in-One ecosystems (such as Shopify): fast, user-friendly and complete, but based on staying within their own payment and app ecosystem
- Open-source solutions: maximum flexibility and low licensing costs, but higher investments in hosting, security and development
- API-first and composable systems: focused on flexibility and modularity, ideal for complex organizations with customized needs
Regardless of your choice, the goal remains the same: to ensure that your IT costs do not grow faster than your turnover. The right platform feels like a growth engine — not like a “tax” that increases as you become more successful. But that engine only works well if it's built for the road you want to take. And that brings us to another crucial factor: regional relevance.
Location matters (more than you think)
Even the most advanced platform can fail without a strong local presence. E-commerce is about a network of regional integrations: from logistics to marketplaces. Olga's research shows that some platforms are dominant in the Netherlands, but barely exist across the border.
“E-commerce doesn't happen in a vacuum,” emphasize Sander and Olga. “If a platform doesn't have a strong position in your target market, you may miss out on essential integrations — such as a native link with a player like Allegro in Poland.” True scalability therefore means choosing a partner that geographically matches your growth plans.
The mirror before technology
All these technical and regional factors ultimately lead back to one foundation: your own organization. After months of research, Olga's main conclusion is clear: technology is an amplifier, not a solution. It increases your strengths but doesn't solve fundamental problems.
“Understanding what your organization can do and what you really need is key to choosing the right platform,” she concludes. You need to understand the technical maturity of your team and your growth goals before technology can add real value. Don't just let impressive demos guide your strategy — look inside, talk to peers, and choose a platform that matches your unique business DNA.
Looking for the right partner for your digital future?
Navigating a €46 billion market requires a clear, independent view. Our vendor-independent team helps you translate Olga's insights into your specific business goals.
Do you want to discover which platform model best suits your growth plans for 2026? Let's start the conversation.
