On the surface, Swell is clean and user-friendly. The UI/UX is very professional and easy to navigate. One of the reasons I left Shopify was because things were too clunky. So this is a big + for me.

Additionally, it’s easy to set up a basic store, add your items and get to selling. Swell has advanced options which I can hardly explain here as I’m not at a level to wrap my head around them yet.

But I wish there was more of a middle ground as far as store customization goes. Click to change font size or color is great, but I’d like to customize specific areas of my shop without having to go through advanced options that would likely leave me with a big mess.

I’m not sure how hard something like this would be but I don’t want to depend on a basic theme or hire a big developer when I simply need a little custom CSS that I can handle myself.

My only other issue is that it’s currently not digital item friendly. I can add my items, but it looks like I would have to manually deliver them. In other words, I can’t open my store just yet.

BUT I love just about everything else about Swell that I am more than willing to wait for those features. Support is good and friendly. The website is smooth and fast and it feels like THE platform I want on my business tool belt.

Can’t wait to see what they do in the future.