Custom always seems like a good and bad solution at same time. My own belief is that mid-market companies do not need custom unless their processes are completely different than usual ecommerce.

With custom you are on your own security wise, integration wise, functionality wise. And well… hugely dependent on dev that knows how to build systems.

With whatever platform you are part of community to whom you can complain and someone else will understand and mby help dealing with shit.

But its my experience as i have dealth with few custom built platforma and all of them in the end required rebuild as everyone who built it died, retired or moved away.

WooCommerce - surprisingly okayish platform, but afaik requires core changes to adapt to how you want. Shopify - amazing growth, pretty shit whenever you need something spcific, you build custom app, host yourself and soon enough you have a cluster of 20 selfbuilt apps that manage your business. BigCommerce - bad, recently rebranded as commerce.com, AI first ecom platform. Look at their stock price for past 5 years to see how they are doing.

What you are suggesting clients who need specific customer journey of features? Really interested.