What Funnel Builders Are E-commerce Merchants Using in 2025?

Published: June 2025 | Lasso Checkout Resources

E-commerce in 2025 is fiercely competitive. Consumers demand smooth, lightning-fast shopping experiences—and merchants are responding by adopting sophisticated sales funnels to boost conversions, average order values (AOV), and lifetime customer value (LTV).

But which funnel builders are merchants using this year? Let’s explore the tools dominating the e-commerce space in 2025—and how they handle payments, post-purchase upsells, downsells, and subscriptions.

Why Funnel Builders Matter in 2025

Sales funnels aren’t just for digital marketers anymore. Today, funnel builders are critical tools for e-commerce merchants looking to:

✅ Maximize conversion rates
✅ Offer tailored upsells and downsells
✅ Streamline checkout experiences
✅ Integrate seamlessly with payment processors and CRMs
✅ Test and optimize landing pages without developers

With privacy changes and rising customer acquisition costs, merchants are laser-focused on increasing revenue per visitor. Funnel builders help them squeeze every drop of value from their traffic.

Top 8 Funnel Builders for E-commerce in 2025

Below are the most popular funnel builders e-commerce merchants are using in 2025—from all-in-one platforms to tools favored by modern “wifi money” entrepreneurs.

1. Shopify

Shopify remains a powerhouse in 2025. While not traditionally a “funnel builder,” Shopify has evolved significantly through apps and integrations.

Why merchants love it:
✅ Familiar, user-friendly platform
✅ Huge app ecosystem
✅ Handles both simple and complex funnels

Payment Integrations

• Shopify Payments (Stripe-powered)

• PayPal

• Authorize.net

• Adyen

• Worldpay

• Klarna, Affirm, Afterpay (BNPL)

• Many regional gateways via Shopify Partner Program

Payment Limitations:

• Extra transaction fees (up to 2%) apply if you don’t use Shopify Payments.

• Multi-gateway setups can be complex, especially with external gateways.

• Some payment types (like certain high-risk products) are disallowed on Shopify Payments.

Post-Purchase Upsells & Downsells

Shopify itself doesn’t offer robust native post-purchase funnels. Instead, merchants rely on apps like:

• Aftersell: Enables multi-page post-purchase funnels without requiring customers to re-enter payment details. Offers A/B testing, targeting rules, and dynamic product recommendations.

• Zipify OCU (OneClickUpsell): Allows sequential upsells and downsells after checkout. Highly customizable but more costly.

• ReConvert: Focuses on customizing the thank-you page with simple one-step post-purchase offers and cross-sells.

Limitations:

• Only one app can control post-purchase offers at a time.

• Shopify’s strict post-purchase API rules limit some customizations.

• Complex multi-step downsell trees require premium apps.

Subscriptions

Shopify merchants use apps for subscriptions:

• Recharge: Advanced churn prevention, subscriber portal, analytics, and flexible subscription rules.

• Bold Subscriptions: Handles mixed one-time + subscription carts and dynamic discounts.

• Shopify Subscriptions (native): Integrated into Shopify admin but less feature-rich than third-party apps.

Limitations:

• Native Shopify Subscriptions lack advanced features like analytics, dunning, or custom subscriber portals.

• Subscription apps can be expensive as store volume grows.

• Integration with other apps (like upsell tools) can create conflicts.

Front-End Limitations

• Deep funnel customization requires third-party apps.

• Checkout customization is limited unless you’re on Shopify Plus.

• Costs can escalate quickly as apps stack up.

• Templated structure may restrict creative funnel designs.

2. Checkout Champ

Checkout Champ has exploded among merchants seeking blazing-fast checkout experiences, especially in high-volume, high-AOV verticals like health supplements or fitness.

Why merchants love it:
✅ Super-fast checkout pages
✅ Highly flexible payment integrations
✅ Powerful routing rules for high-risk and international payments

Payment Integrations

• Stripe

• NMI

• Authorize.net

• Braintree

• PayPal

• Checkout.com

• Square

• Adyen

• Worldpay

• Many high-risk processors via custom integrations

Payment Limitations:

• Highly flexible, but advanced setups can be technically complex.

• Merchants often need developers for custom routing logic and reporting across multiple processors.

Post-Purchase Upsells & Downsells

Checkout Champ excels at post-purchase monetization:

• True one-click upsells and downsells without requiring customers to re-enter payment details.

• Ability to chain multiple post-purchase offers in sequence.

• Conditional offers based on cart contents, geographic location, or product categories.

Limitations:

• The interface for building complex funnels may be less beginner-friendly than drag-and-drop SaaS tools.

• Setup requires understanding routing logic and offer triggers.

Subscriptions

Checkout Champ supports robust subscription management:

• Natively handles recurring billing across multiple processors.

• Lets merchants mix one-time products and subscriptions in the same funnel.

• Supports dynamic upsells for subscription upgrades.

Limitations:

• Merchants may need developers for custom subscription flows.

• Reporting and analytics require setup for multi-gateway use cases.

Front-End Limitations

• Not an all-in-one funnel page builder; focuses on checkout and payments.

• Fewer built-in landing page tools compared to platforms like ClickFunnels.

• Higher cost than basic funnel tools.

3. ClickFunnels 2.0

ClickFunnels is famous for enabling non-technical users to build marketing funnels quickly. ClickFunnels 2.0 expanded its focus to e-commerce in recent years.

Why merchants love it:
✅ No coding required
✅ Rapid launch of complex funnels
✅ Good native support for info products and coaching programs

Payment Integrations

• Stripe (native)

• PayPal (native)

• NMI (via custom integrations)

• Recurly and others (limited)

• ClickBank for info products

• Braintree via Zapier

Payment Limitations:

• ClickFunnels mostly supports Stripe and PayPal.

• Other gateways require webhooks or third-party tools.

• Multi-gateway routing is limited compared to Checkout Champ.

Post-Purchase Upsells & Downsells

ClickFunnels excels at multi-step funnels:

• Easy to create multiple post-purchase offer pages in sequence.

• One-click upsells work seamlessly with Stripe.

• Downsells can be configured based on a decline response.

Limitations:

• One-click functionality with PayPal is more limited and sometimes less seamless.

• Complex e-commerce use cases may hit limitations compared to custom checkout tools.

Subscriptions

• Supports recurring billing with Stripe.

• Allows subscription upsells mid-funnel.

• Built-in subscriber management for digital products or memberships.

Limitations:

• Not as robust for physical product subscriptions compared to tools like Recharge.

• Lacks some analytics and churn prevention features available in specialized apps.

Front-End Limitations

• Higher monthly costs than most Shopify apps.

• Less flexible page design for unique brand styles.

• Slower load times reported on some high-traffic funnels.

• Not native to Shopify or WooCommerce—requires integrations.

4. Funnelish

Funnelish has gained traction as a lightweight funnel builder, especially for PayPal-heavy merchants and those selling physical products.

Why merchants love it:
✅ Excellent PayPal integration
✅ Affordable pricing
✅ Simple interface for direct-response funnels

Payment Integrations

• Stripe (supports one-click upsells)

• PayPal (deep integration)

• Razorpay (popular in India)

• Braintree (limited)

• NMI and others via custom setups

Payment Limitations:

• Primarily built for Stripe and PayPal.

• Multi-gateway setups are possible but not seamless.

• High-risk processors often need custom integration work.

Post-Purchase Upsells & Downsells

Funnelish focuses heavily on:

• One-click post-purchase offers with PayPal or Stripe.

• Dynamic upsells based on cart contents.

• Simple, single-step downsells available if an upsell is declined.

Limitations:

• Complex multi-step downsell trees not natively supported.

• Fewer advanced logic options than ClickFunnels or Checkout Champ.

Subscriptions

• Basic subscription support through Stripe and PayPal.

• Allows recurring billing for physical products.

Limitations:

• Not as robust for managing subscriber portals or churn prevention.

• No advanced analytics for subscription cohorts.

Front-End Limitations

• Smaller template library compared to competitors.

• Primarily built for straightforward direct-response pages.

• Limited integrations with Shopify or WooCommerce ecosystems.

• May lack advanced design capabilities.

5. WooFunnels (Autonami)

WooFunnels is the powerhouse funnel builder for WooCommerce merchants running WordPress sites.

Why merchants love it:
✅ Deep integration with WordPress/WooCommerce
✅ Affordable one-time or subscription licenses
✅ Highly customizable

Payment Integrations

• WooCommerce Payments (Stripe-powered)

• PayPal Standard/Checkout

• Authorize.net

• Square

• Klarna, Afterpay, Affirm (via plugins)

• Virtually any regional gateway via WooCommerce plugins

Payment Limitations:

• Flexible but requires plugin management.

• Too many payment plugins can create conflicts.

• No extra transaction fees from WooCommerce for third-party gateways.

Post-Purchase Upsells & Downsells

WooFunnels is extremely capable:

• One-click upsells immediately after checkout.

• Order bumps during checkout.

• Customizable offers based on cart contents, customer segments, or order value.

• Downsells supported if an offer is declined.

Limitations:

• Requires plugin updates and management.

• Performance can suffer if too many plugins overload the site.

Subscriptions

• Managed via WooCommerce Subscriptions or Autonami.

• Supports flexible billing cycles, free trials, and subscriber management.

• Integrates with email automation for retention campaigns.

Limitations:

• Setup can be technical.

• WooCommerce Subscriptions license adds cost.

• Not as plug-and-play as SaaS tools.

Front-End Limitations

• Learning curve for WordPress newbies.

• Hosting and security must be managed.

• May require developer help for advanced customizations.

• Not an all-in-one SaaS tool.