E-commerce is weird. I work for an agency that specializes in both Woo and Shopify and we've counseled certain clients to move to the other platform, depending

E-commerce is weird. I work for an agency that specializes in both Woo and Shopify and we've counseled certain clients to move to the other platform, depending on their business goals and requirements. Shopify is great for a simple business model with little hands on requirements and pushes towards low friction checkouts. Woo is less optimized to scale out of the box (this can be tweaked to scale easily enough), but you have entire stack available to you. It's just PHP and MySQL at the end of the day, so anything is possible. This allows you to build more custom experiences depending on what type of products you're selling. Think of a local t-shirt store. They might start on Shopify, selling their shirts for the local sports teams and tourist attractions, but as they grow, they move into selling custom branded clothes using a printer in their back office. They might transition to WordPress to build a more customized checkout flow, where a user can upload various design files (in a variety of formats: svg, ai, pdf, etc), tweak them on a model and then start a back and forth conversation with the shop owner if there are problems. All that can happen in their account and customizable. That sort of custom experience just isn't possible on Shopify without jumping through some absolutely ridiculous hoops (hosting a separate API and then running an SPA in your shopify theme, etc). All that to say, it depends :)