Selling on Webflow: ecommerce plans and limits

Webflow sells three Ecommerce plans - Standard, Plus, and Advanced - as an add-on to a Site plan, priced by how many products, variants, and categories your store holds, plus a transaction fee that drops to 0% above the entry tier. It's a real, built-in commerce system with its own checkout, payment handling, and tax calculation - not a marketing label bolted onto the CMS. Here's what each plan actually gates, sourced from Webflow's pricing page and Webflow's own help center, checked September 2026.

What do the three Ecommerce plans cost and limit?

Per Webflow's pricing page, on its yearly billing view:

The transaction fee is a Webflow platform charge on top of whatever your payment processor separately charges for handling the card. At meaningful sales volume, the jump from Standard's 2% fee to Plus's 0% fee is usually the bigger cost factor than the plan price difference itself - do that math against your own average order value before picking a tier on price alone.

What actually counts toward the item limit?

The number isn't just "products." Webflow's Ecommerce Collections help article states that "the three Collections included on all Ecommerce sites (Products, Categories, and SKUs) count toward the overall Collection limit and can't be removed from a site once Ecommerce is enabled" (Webflow, "Ecommerce Collections overview", checked September 2026). Product variants add up separately, too: Webflow's own guide to product options states plainly, "Each product variant counts towards the item limit for your site plan" (Webflow, "Create product options and variants", checked September 2026), and caps each product at a total of 50 variants across up to 3 option sets. A t-shirt sold in 5 colors and 4 sizes generates roughly 20 variants on its own - a catalog with a lot of size/color branching reaches a plan's item ceiling much faster than a simple one-variant-per-product catalog of the same product count. Budget for that before assuming Standard's 500-item cap covers 500 distinct products.

What product types can I sell?

Webflow's product editor supports five types, per its own help documentation (Webflow, "Add and manage products and categories", checked September 2026): Physical (shipped to the customer), Digital (immediately downloadable, no shipping), Service (doesn't require shipping at checkout, e.g. classes or consultations), Membership (gated content via a one-time or recurring payment, purchasable once, and only available once User Accounts is enabled on the site), and Advanced (all fields available, for products that don't fit the other four cleanly). Each type shows or hides shipping and download fields automatically, and switching a product's type after the fact can clear fields that no longer apply.

Billing runs one of two ways per product: a one-time payment, or a recurring subscription. Subscriptions carry a hard requirement Webflow states directly: "Subscriptions require Stripe. You will need to activate and connect a Stripe account before you can use subscriptions and publish your site" (same source) - and the subscription billing method itself is "only available once User Accounts is enabled on your site." If your payment setup is PayPal-only, or you haven't turned on User Accounts, recurring billing isn't available until you fix both.

What payment, shipping, and tax handling comes with it?

Webflow's ecommerce product page lists secure payments through Stripe, Apple Pay, Google Pay and PayPal, and states it can "automatically calculate sales tax and VAT for customers in the United States, Canada, the European Union, and Australia" (Webflow, Ecommerce, checked September 2026). Shipping supports custom delivery options - the same page describes tailoring "delivery methods to your products," simplifying checkout for orders that don't require shipping, and syncing with shipping software to generate labels and automate tracking. First-party integrations named on that page include Printful for dropshipping, Shippo for fulfillment, QuickBooks for accounting, and Mailchimp for email, plus "hundreds of apps on Zapier" for anything else.

What does Webflow Ecommerce not include?

A few real gaps matter more than the feature list above suggests:

• Customer accounts and order history are not live yet. Webflow's own ecommerce page lists this under its order-management features with a "(Coming soon)" tag - don't promise shoppers a self-service order-history page today.
• Ecommerce can't be combined with Localize. Webflow's help center states it plainly: "Ecommerce Site plan features do not support Localize. On sites with both Localize and Ecommerce enabled, Ecommerce products, categories, and pages can't be localized" (Webflow, "Webflow Ecommerce overview", checked September 2026). A multilingual store isn't a supported combination on Webflow today.
• You can't turn Ecommerce off once it's on. The same overview states: "Once you've enabled Ecommerce, you cannot deactivate or remove it. You can't delete Ecommerce Collections (i.e., products, categories, and SKUs) after activating Ecommerce." If you're only testing the feature, do it on a separate test site rather than an existing production one.
• Code export doesn't carry a working store with it. Webflow lists Ecommerce content among what its code export leaves out: the checkout doesn't come with it, and only the product Collections export, as CSV (our Webflow code export guide covers the details). If keeping the option to self-host is important to you, plan on rebuilding checkout elsewhere rather than assuming the export carries it.

When isn't Webflow Ecommerce the right tool?

If your catalog is large and variant-heavy (many colors, sizes, or SKUs per product), the item-counting rules above mean you'll hit Webflow's plan ceilings faster than the headline numbers suggest - price out Plus or Advanced against your real variant count, not your product count. If you need customers to log in and see past orders today, that feature doesn't exist yet on Webflow regardless of plan. And if you're planning a multilingual store, Webflow's own documentation rules that combination out entirely for now. In any of those cases, a dedicated commerce platform with those specific features may be the better starting point instead of building on Webflow and discovering the gap later.

Where does Figment fit in?

Nowhere for a store. Figment publishes a website from a Figma design through its Figma plugin; it has no products, checkout, or payment processing of its own. If you need a marketing site or landing page in front of a store that lives elsewhere, Figment can publish that piece - the cart, checkout, and order management still have to run on a commerce platform like Webflow's own Ecommerce plans. For the Site and Workspace plan prices behind these ecommerce numbers, see our Webflow pricing guide; for how the CMS that also powers your product Collections works, see our Webflow CMS guide.

Bottom line: Webflow Ecommerce gates a store by item count (products, categories, SKUs, and variants together) and transaction fee, not by which product types you sell - physical, digital, service, and membership products all work on any of the three plans. The real limits to check before committing are the item math on a variant-heavy catalog, the missing customer-account feature, and the fact that Ecommerce can't be turned off, combined with Localize, or exported as a working store. Check the live numbers on Webflow's pricing page before you commit a catalog to a plan.