Shopify is a strong store builder, but it is not the only route to selling online in India, and for a seller whose customers arrive through Instagram it is not always the simplest or the cheapest. This guide walks through the main alternatives, what each is best at and where each falls short. We make Checkout DM, one of the options below, so we say clearly where it is the wrong choice.
Why sellers look for a Shopify alternative
Prices change, so confirm them on Shopify’s own pages. As reported in several 2026 pricing guides for India, Shopify’s Starter plan costs around ₹399 a month and the Basic plan around ₹1,499 a month on yearly billing, or about ₹1,994 billed monthly, with 18% GST added. Guides also report that Shopify Payments is not available in India, so merchants use a third-party payment provider and pay a third-party transaction fee on top of that provider’s own charges. Paid apps can add to the bill.
None of that makes Shopify a bad choice. It makes it worth asking whether you need a full online store with a theme and a website, or just a reliable way to turn conversations into paid orders.
Five questions to ask before you choose
- Where do your customers come from? If most arrive by Instagram DM, a tool that works inside DMs saves a step. If they arrive from Google, you need a website.
- Do you want a website at all? A store gives you a home on the web. It also gives you something to design, maintain and send traffic to.
- How much time and technical skill do you have? Hosted builders are quicker to run than self-hosted ones.
- What is your monthly sales volume? Flat plans and per-sale fees favour different sellers. What Checkout DM really costs has a worked example.
- Who should own the customer relationship? On a marketplace, the buyer is the marketplace’s customer first.
Option 1: Sell inside Instagram DMs with a checkout tool
Checkout DM takes orders, collects delivery addresses and sends a checkout link inside the Instagram conversation, so you do not need a website. Payments go straight to your own account through UPI, bank transfer or QR code with manual confirmation, or through Razorpay, Stripe or PayPal for automatic confirmation. There is no commission or transaction fee on any plan, and plans run from Free (5 products and 15 unique customer conversations a month) up to Pro at ₹6,499 a month. From the Creator plan, you also get a public Storefront link where customers can browse your catalog, add items to a cart and pay on the page without messaging you first. You can share that link anywhere, on WhatsApp, Telegram, YouTube or a website, and buyers do not need Instagram to use it.
Best for: Instagram-first sellers and creators who want to start quickly. Where it falls short: your Storefront lives at a checkoutdm.com link rather than on a website you design yourself, so if you need a fully custom-designed website and many sales channels, a store builder suits you better. Our Checkout DM vs Shopify comparison covers this in detail.
Option 2: An Indian store builder such as Dukaan
Dukaan is a store builder made for small merchants in India. Third-party listings describe a free plan with paid plans above it, but the prices differ between sources and change often, so check Dukaan’s own pricing page. A builder like this gives customers a shop page they can browse and order from, which suits a seller who wants a store link without paying Shopify’s prices.
Best for: sellers who want a simple store and plan to send customers to a link. Check before you commit: whether orders that start in your Instagram DMs can reach the store without you retyping them, and what it charges for payments.
Option 3: WooCommerce on WordPress
WooCommerce is a free plugin that turns a WordPress site into a store, so you pay no platform subscription. You do pay for hosting and a domain, some extensions are paid, and you are responsible for themes, security updates, backups and fixing whatever breaks.
Best for: sellers with technical skill, or a developer, who want complete control and a website of their own. Where it falls short: it is the most work of any option here.
Option 4: Marketplaces such as Meesho, Amazon and Flipkart
Marketplaces bring buyers who are already shopping. In return they take fees, set rules on pricing and shipping, and keep much of the customer relationship. They suit sellers who need reach quickly and have no audience of their own. We compare them in detail in Meesho, Amazon or Instagram: where should a small seller sell. Many sellers use a marketplace for reach and Instagram for repeat customers.
Option 5: The WhatsApp Business catalog
The free WhatsApp Business app lets you list products in a catalog that customers can browse. It is a good starting point if your customers already chat with you on WhatsApp, but the catalog on its own does not take payments. Read WhatsApp Business catalog vs Instagram DM checkout for the details.
Other hosted store builders
Zoho Commerce and Wix are other hosted builders that offer online stores. We have not compared them here. Check their current plans, payment options and tax features before you decide.
The options side by side
| Option | Best for | What you handle | How you pay |
|---|---|---|---|
| DM checkout tool (Checkout DM) | Instagram-first sellers | Products, orders and your own shipping | Flat monthly plan, no commission |
| Indian store builder (for example Dukaan) | A simple store link | A store and its catalog | Free and paid plans, check current prices |
| WooCommerce | Sellers who want full control | Hosting, domain, updates and security | Free plugin plus hosting and domain |
| Marketplaces | Fast reach without an audience | Listings and marketplace rules | Fees on each sale, check each portal |
| WhatsApp Business catalog | Sellers whose customers chat on WhatsApp | Orders and payments by hand | Free app, no checkout of its own |
| Shopify | A full branded online store | A store, theme and apps | Monthly plan plus transaction and gateway fees |
Which one fits which seller
- You sell mainly through Instagram and have no website: start with a DM checkout tool. Our guide to selling on Instagram without a website shows the first steps.
- You want a simple store link and a low-cost start: look at an Indian store builder.
- You have technical skills and want full control: WooCommerce.
- You have no audience yet and need buyers fast: a marketplace, while you build your Instagram.
- You want a large branded store with many sales channels: Shopify is a good fit, and the options above are not a replacement. Selling on Instagram without Shopify lists the cases where you can skip it.
A sensible way to decide
Pick the option that lets you take a real order this week, run it for a month and write down what you wish it did. Most of the choices above can be tried free or cheaply, so test one with a real product before you move everything. Checkout DM has a Free plan, and you can see every plan on the Pricing page.
Related reading
Frequently asked questions
What is the best Shopify alternative in India?
It depends on how you sell. For Instagram-first sellers, a DM checkout tool such as Checkout DM avoids building a website. For a simple store link, an Indian store builder such as Dukaan is an option. For full control, there is WooCommerce, and for fast reach, a marketplace.
Is there a free Shopify alternative in India?
Several options have a free entry point. Checkout DM has a Free plan with 5 products and 15 unique customer conversations a month, the WhatsApp Business app is free, and the WooCommerce plugin is free although hosting and a domain are not. Check each provider for current terms.
Can I sell on Instagram without Shopify?
Yes. You can take orders by hand, use a DM checkout tool, share a catalog link or sell on a marketplace. Our guide to selling on Instagram without Shopify covers four options.
Is Checkout DM a full replacement for Shopify?
No. Checkout DM turns Instagram conversations into paid orders, but it is not a website builder. If you need a fully custom-designed website with many sales channels, Shopify is the better fit.
Does Shopify charge a fee on every sale in India?
Guides report that Shopify Payments is not available in India, so merchants use a third-party gateway and pay a Shopify transaction fee on top of the gateway’s charges. Check Shopify’s fees page for the current rate on your plan.
