If you're seeking full control, scalability, and complete brand ownership, then Shopify is too restrictive.

Here are the best alternatives that give you more power and flexibility:

1. WooCommerce + WordPress
Why it works:
Open-source: Total control over code and functionality.

Highly customizable: Thousands of themes and plugins.

Scalable: Works for small to large businesses.

Own your data: Hosted on your server or a provider of your choice.

Ideal if:
You want design freedom and full backend access.

You're comfortable managing hosting and updates.

Example:
Brands like All Blacks and Weber use WooCommerce.

2. Shopware (especially Shopware 6)
Why it works:
API-first and headless-ready.

Great for custom frontend development.

Flexible CMS and product management.

Open-source and enterprise options.

Ideal if:
You need deep customization and multilingual/multicurrency support.

You plan to scale internationally.

3. Magento Open Source / Adobe Commerce
Why it works:
Enterprise-grade customization.

Built for large-scale operations.

Strong support for B2B and B2C.

Ideal if:
You have a dev team or agency support.

You’re scaling aggressively with high SKU counts and traffic.

Example:
Brands like HP and Coca-Cola use Magento.

4. Medusa.js
Why it works:
Open-source headless commerce engine.

Built with modern tech (Node.js).

Offers complete frontend freedom via APIs.

Ideal if:
You want to build your store as a fully custom web app.

You want speed, modern stack, and extensibility.

5. Vendure
Why it works:
Headless GraphQL-first commerce framework.

Built with NestJS (TypeScript).

Very modular and developer-focused.

Ideal if:
You want to create a tailored shopping experience.

Your dev team prefers GraphQL and TypeScript.

What You Should Ask Before Choosing:
Who will maintain the infrastructure?

Do you want a headless setup or full-stack platform?

How fast do you need to go live?

Do you want control of every pixel, or are themes acceptable?

Are you selling B2C, B2B, or both?

Recommendation:
If you want the maximum control and ownership, go with WooCommerce for a quick start or Shopware/Magento if you're building for long-term scale.

If you're tech-heavy, consider Medusa.js or Vendure to go headless and API-first.

Let me know your budget and team size—I can narrow it down further.