Magento vs Shopify Plus / ThirdLove / Knix tech, which wins for lingerie DTC?

Honest, lingerie-specific cut:

Shopify Plus wins if: catalog under 800 SKUs, single-region (US-only or UK-only), subscription not yet in scope, narrow size range (XS-XL only or B-DD only), and you’re comfortable with the 2,000-variant ceiling for Plus accounts. ThirdLove and Aerie run on Shopify Plus stacks; both buy serious app tonnage to compensate (Klaviyo + Octane AI + Loop + ReCharge + Tapcart easily costs $4, $8k/mo combined).

Magento wins if: separate cup/band axes (so a 32DD shopper can independently shift band to 30 or cup to D/DDD without the parent SKU exploding), multi-region sizing matrix (US/UK/EU/AU with different cup-volume conventions per store view), subscription model on the roadmap with non-trivial mechanics (member-only colorways, $5 skip credit, swap-style), or returns automation with bespoke hygiene-rule branches. Knix migrated from Shopify to a hybrid stack at ~$50M to handle exactly these. CUUP runs on Shopify but writes a lot of custom code to bridge the gaps.

Migration trigger: most lingerie brands move at $3M, $8M GMV when the Shopify variant ceiling + sister-size logic + multi-region complexity start hurting. Same Adobe Certified developer ($25/hr), 7+ years of lingerie DTC builds; the cost of staying on Shopify past that point usually exceeds the migration cost in 8-12 months.