It depends on what business owners are looking for from their e-commerce software. Ecwid costs $15 per month but offers both iPhone and Android apps for maximum accessibility. The templates and tools are more diverse, and are designed to cater to everyone from freelancers to midsize enterprises.
However, Ecwid is limited as you can really only use it as an online store tool at this time. With the recent Version 12 update at Shift4Shop, you can seamlessly integrate with the Meta suite to boost your conversions and sell across channels, which could be advantageous for those looking for centralization for free.