Advanced is the plan most growing brands sit on before the Plus conversation starts. The jump in price is large, so the question deserves a concrete answer: which of your problems does Plus solve, and which would still be there the day after you sign?
Side by side
| Advanced | Plus | |
|---|---|---|
| Price (UK) | £344 a month, £259 billed yearly | from £1,800 a month, by contract |
| Online card rate | 1.5% + 25p | 1.3% + 25p |
| Third-party gateway fee | 0.6% | 0.2% |
| Additional staff accounts | 15 | Unlimited |
| Inventory locations | 10 | 200 |
| B2B catalogues | Up to 3 | Unlimited |
| Checkout UI extensions in checkout steps | No | Yes |
| Custom apps with Shopify Functions | No | Yes |
| Expansion stores | No | Yes |
Prices and rates are from Shopify's UK price list as listed on our UK plan comparison; check them on Shopify's site before you budget, as they change.
Where Plus makes a real difference
Checkout
On Advanced you can brand checkout and extend the thank-you and order status pages, and public apps with Functions work on every plan. On Plus you can add UI extensions inside the checkout steps themselves, such as a delivery instruction field or a message under a shipping method, and run custom apps with Functions for logic specific to your store. If your discount, shipping or payment rules cannot be expressed with a public app, this is usually the deciding factor.
B2B at scale
Since April 2026 every plan includes B2B with company profiles, payment terms and up to three catalogues. Plus removes the catalogue limit, which matters when prices differ per customer or per customer group, and allows catalogues to be assigned directly to companies and their locations. Our B2B setup guide walks through both.
Several stores
Plus includes expansion stores. They make sense when markets genuinely differ in assortment, stock or legal requirements. For different languages, currencies or prices alone, Shopify Markets in one store is simpler to run on any plan.
Fees at volume
The lower card rate and gateway fee add up with volume, but rarely pay for the plan on their own at mid-market revenue. Do the arithmetic with your own card mix and payment provider rather than assuming the upgrade funds itself.
Reasons to upgrade that do not hold up
- Speed: a slow store stays slow on Plus. Performance depends on theme, images and apps.
- Catalogue size: product and variant limits are the same on every plan.
- SEO: there is no ranking advantage to Plus.
- Automation: Shopify Flow is available on every plan from Basic up; only some actions are restricted. See Shopify Flow automations.
- Status: some agencies push Plus because their pricing assumes it. Ask what specifically you could not do on Advanced.
A simple test
Write down the three things you want to do next year that you cannot do today. If at least one needs checkout UI extensions, custom Functions, unlimited B2B catalogues or a second store, Plus is worth pricing. If none do, stay on Advanced and spend the difference on the store itself. We go through the full cost case in is Shopify Plus worth it.
As a Shopify Plus partner we will tell you when Advanced is enough. It often is.