Page builders shape your store's identity.
Your Shopify theme gives you a starting point, but page builders let you create custom landing pages, product pages, and promotional pages without touching code. GemPages and PageFly are the two dominant Shopify page builders, each with over 100,000 active users. They look similar on the surface — drag-and-drop editors, template libraries, responsive design tools — but the differences matter when you're building pages that need to convert visitors into customers.
We built identical pages in both tools, tested the performance impact of each, compared every pricing tier, and used both for real store customizations. This side-by-side comparison covers what each builder does better, where each falls short, and which one fits your specific situation in 2026.
What Are GemPages and PageFly?
GemPages and PageFly are drag-and-drop Shopify page builders that let merchants create custom pages — landing pages, product pages, homepages, collection pages, and blog posts — without writing code. Both integrate with Shopify's Online Store 2.0 architecture and output responsive pages that work across devices.
GemPages Overview
GemPages launched in 2019 and has grown rapidly with an emphasis on AI-powered features and conversion-focused templates. It positions itself as the "conversion-optimized" page builder with built-in A/B testing (on higher plans), AI content generation, and pre-built sales page templates.
Key stats: 4.8/5 rating on Shopify App Store, 100,000+ active stores, 200+ templates, 80+ elements.
PageFly Overview
PageFly is the older and more established of the two, launching in 2017. It emphasizes flexibility, developer-friendliness, and comprehensive customization options. PageFly has a more generous free plan and a reputation for solid customer support.
Key stats: 4.9/5 rating on Shopify App Store, 120,000+ active stores, 100+ templates, 70+ elements.
Both have matured significantly since their early days. The question isn't whether either tool works — both do — but which one works better for your specific needs.
How Do GemPages and PageFly Compare on Ease of Use?
GemPages offers a more modern, intuitive editor with AI assistance and a faster learning curve for beginners. PageFly provides deeper customization controls and more flexibility for users comfortable with slightly more complexity. First-time users typically build a complete page in 30-45 minutes with GemPages vs 45-60 minutes with PageFly.
Editor Experience Comparison
| Aspect | GemPages | PageFly |
|---|---|---|
| Editor style | Modern, visual-first | Feature-rich, panel-based |
| Drag-and-drop | Smooth, responsive | Functional, occasionally laggy |
| Element library | 80+ elements | 70+ elements |
| AI content generation | Yes (GPT-powered) | No |
| Undo/redo | Unlimited | Unlimited |
| Version history | Yes | Yes |
| Learning curve | Gentle (30 min to first page) | Moderate (45 min to first page) |
| Mobile editing | Dedicated mobile view | Dedicated mobile view |
| Custom CSS/JS | Yes | Yes (more flexible) |
GemPages Editor Strengths
GemPages' editor feels more polished and modern. Elements snap into place predictably, the property panels are well-organized, and the AI content generator is genuinely useful for quickly drafting section copy. The "Quick Add" feature lets you insert pre-designed sections (hero banners, feature grids, testimonial blocks) without building from scratch.
For merchants who want to build beautiful pages quickly without deep customization, GemPages gets you there faster.
PageFly Editor Strengths
PageFly gives you more granular control over every element. The styling options are more comprehensive — more spacing controls, more typography options, more animation triggers. The custom CSS and JavaScript panels are more accessible, making PageFly better for users who want to extend beyond the visual editor.
PageFly also handles custom Liquid code integration better. You can insert Liquid snippets directly into PageFly pages, which is powerful for merchants using code-based conversion elements alongside their page builder.
For merchants who want maximum control and don't mind a slightly steeper learning curve, PageFly delivers more flexibility.
Which Page Builder Has Better Templates?
GemPages leads in template quantity (200+ vs 100+) and conversion-focused designs with built-in sales psychology elements. PageFly templates are more versatile and brand-neutral, suitable for a wider range of industries. Both offer templates for every page type — homepage, product, collection, landing page, and blog.
Template Library Comparison
| Category | GemPages Templates | PageFly Templates |
|---|---|---|
| Homepage | 40+ | 25+ |
| Product page | 35+ | 20+ |
| Landing page | 50+ | 25+ |
| Collection page | 25+ | 15+ |
| Blog/article | 20+ | 10+ |
| Coming soon | 15+ | 5+ |
| About/contact | 15+ | 10+ |
| Total | 200+ | 100+ |
Template Quality Assessment
GemPages templates are designed with conversion in mind. Many include pre-built social proof sections, trust badge placements, urgency elements, and benefit-driven layouts. They look polished out of the box and follow e-commerce design best practices. The downside: some templates feel sales-heavy, which may not suit every brand aesthetic.
PageFly templates are more design-focused and brand-neutral. They emphasize clean aesthetics and flexible layouts that adapt to different brand identities. While fewer in number, they tend to require less modification to match a specific brand because they're less opinionated about conversion tactics.
For stores in competitive niches where conversion optimization matters most (supplements, fashion, beauty), GemPages templates give you a head start. For stores where brand experience and design differentiation matter (luxury goods, artisan products, portfolio-style stores), PageFly templates offer a better starting canvas.
Industry-Specific Templates
| Industry | GemPages | PageFly |
|---|---|---|
| Fashion/apparel | Excellent (15+ templates) | Good (8+ templates) |
| Beauty/cosmetics | Excellent (12+ templates) | Good (6+ templates) |
| Electronics | Good (8+ templates) | Fair (4+ templates) |
| Food/beverage | Good (6+ templates) | Good (5+ templates) |
| Health/wellness | Excellent (10+ templates) | Fair (3+ templates) |
| Home decor | Good (5+ templates) | Good (5+ templates) |
How Do They Impact Page Speed and Performance?
Both page builders add JavaScript and CSS that impacts load time. In our testing, GemPages adds 120-200ms to page load time, while PageFly adds 100-180ms. Both are within acceptable ranges, but neither is as fast as pages built directly in Shopify's native theme editor or with lightweight code snippets.
Performance is critical because page speed directly affects conversions. Every page builder adds overhead — the question is how much.
Speed Test Results
We tested both builders on the same Shopify store (Dawn theme, Shopify Basic plan) with identical page content:
| Metric | Native Theme Editor | GemPages | PageFly |
|---|---|---|---|
| Lighthouse Score (Mobile) | 91 | 78 | 80 |
| Lighthouse Score (Desktop) | 97 | 88 | 90 |
| LCP (Mobile) | 1.8s | 2.6s | 2.4s |
| Total Page Size | 850 KB | 1,250 KB | 1,150 KB |
| JavaScript Added | 0 KB (theme only) | 180 KB | 150 KB |
| CSS Added | 0 KB (theme only) | 95 KB | 80 KB |
| HTTP Requests Added | 0 | 8-12 | 6-10 |
PageFly is slightly faster in our testing, with a smaller JavaScript footprint and fewer additional HTTP requests. The difference is small (20-40ms) and unlikely to noticeably affect conversion rates.
Both builders are significantly slower than native theme pages. If maximum speed is your priority (and speed data suggests it should be), building pages in Shopify's native theme editor with code snippets for conversion elements is measurably faster.
Speed Optimization Tips for Both Builders
- Minimize sections per page. Each section adds DOM elements and potentially lazy-loaded resources. Aim for 8-12 sections maximum per page.
- Optimize images before uploading. Don't rely on the builder's image handling — compress and resize images before uploading.
- Avoid excessive animations. Fade-ins and slide-ups look nice but add JavaScript processing. Use sparingly.
- Disable unused elements. Both builders load code for their full element library. Remove unused sections rather than hiding them.
- Test with PageSpeed Insights after building each page. Catch performance issues before they affect customers.
How Does Pricing Compare Between GemPages and PageFly?
PageFly offers a more generous free plan (3 published pages vs GemPages' 1 page). At paid tiers, GemPages costs $29-$199/month while PageFly costs $24-$199/month. For most small to mid-size stores, PageFly offers better value at the entry level, while GemPages justifies its higher price with AI features and A/B testing at premium tiers.
Pricing Tier Comparison
| Feature | GemPages Free | PageFly Free | GemPages Build ($29/mo) | PageFly Pay-as-you-go ($24/mo) | GemPages Optimize ($59/mo) | PageFly Unlimited ($99/mo) |
|---|---|---|---|---|---|---|
| Published pages | 1 | 3 | 15 | 10 | Unlimited | Unlimited |
| Templates | Limited | All | All | All | All | All |
| AI content | No | N/A | Yes | N/A | Yes | N/A |
| A/B testing | No | No | No | No | Yes | No |
| Priority support | No | No | Yes | Yes | Yes | Yes |
| Custom code | Limited | Yes | Yes | Yes | Yes | Yes |
Value Analysis by Store Size
| Store Size | Recommended | Why |
|---|---|---|
| Just starting (1-5 pages) | PageFly Free | 3 free pages vs GemPages' 1 |
| Growing (5-15 pages) | PageFly $24/mo or GemPages $29/mo | Similar value, pick by editor preference |
| Scaling (15+ pages) | GemPages $59/mo | A/B testing and AI content justify the premium |
| Enterprise (50+ pages) | Either at $199/mo | Both offer comparable enterprise features |
The A/B Testing Factor
GemPages' built-in A/B testing (on the $59/month Optimize plan) is a significant differentiator. Testing page variations without installing a separate A/B testing app saves both money and performance overhead. If you're serious about conversion optimization and regularly test page layouts, this alone can justify GemPages' higher price.
PageFly requires a third-party A/B testing tool, which adds cost and another app's JavaScript to your pages.
Which Builder Is Better for Specific Page Types?
Landing Pages
Winner: GemPages. The larger template library, AI content generation, and conversion-focused section designs make GemPages the better choice for sales-oriented landing pages. The built-in countdown timers, social proof elements, and urgency sections reduce the need for additional apps.
Product Pages
Winner: Tie (depends on approach). GemPages offers more pre-built product page templates with conversion elements baked in. PageFly offers more granular control over product information display and better Liquid integration for dynamic content. If you want a beautiful product page fast, GemPages. If you want precise control over every element, PageFly.
For product page best practices regardless of builder, see our Shopify product page design guide.
Homepage
Winner: PageFly (slightly). Homepage design is more about brand expression than conversion tactics. PageFly's design-neutral templates and deeper customization options give you more room to create a distinctive homepage that reflects your brand identity.
Collection Pages
Winner: GemPages. Collection page templates in GemPages include better filter integration, promotional banner sections, and category-specific layouts. PageFly's collection page tools are functional but less polished.
Blog and Content Pages
Winner: PageFly. Better typography controls, more content-focused layouts, and cleaner code output make PageFly the better choice for content-heavy pages.
What Are the Key Limitations of Each Builder?
GemPages Limitations
Higher cost for advanced features. A/B testing and unlimited pages require the $59/month plan. For stores that need both, the cost adds up — especially when combined with other Shopify app expenses.
Template designs can feel generic. While GemPages has more templates, many share similar design patterns. Stores using popular templates risk looking like competitors unless they customize heavily.
Learning curve for AI features. The AI content generator produces serviceable copy but requires editing. Merchants who rely on it without refinement end up with generic-sounding pages.
Occasional editor slowness. Complex pages with 15+ sections can cause the GemPages editor to lag, particularly on lower-powered devices.
PageFly Limitations
Smaller template library. Fewer starting templates means more building from scratch. For merchants who want a polished page quickly, this means more work.
No built-in A/B testing. The absence of native A/B testing is a real gap for conversion-focused stores. You'll need a separate testing tool.
No AI features. In 2026, AI content assistance is increasingly expected. PageFly's lack of AI tools means more manual content creation.
Support response times vary. While PageFly's support is generally well-rated, response times during peak periods can be slower than GemPages' support.
How Do Both Compare to Shopify's Native Editor and Shogun?
For complete context, here's how GemPages and PageFly stack up against alternatives:
| Feature | Shopify Native | GemPages | PageFly | Shogun |
|---|---|---|---|---|
| Cost | Free (included) | $29-$199/mo | $24-$199/mo | $39-$499/mo |
| Ease of use | Simple but limited | Intuitive | Moderate | Intuitive |
| Customization depth | Theme-dependent | High | Very high | High |
| Templates | Theme sections only | 200+ | 100+ | 70+ |
| Speed impact | None (baseline) | Moderate (+120-200ms) | Moderate (+100-180ms) | Moderate (+150-250ms) |
| A/B testing | No | Yes ($59/mo) | No | Yes ($149/mo) |
| AI features | No | Yes | No | Yes |
| Liquid support | Full (native) | Partial | Good | Partial |
Shopify's native editor is fastest and free but offers limited design flexibility beyond your theme's built-in sections. Shogun is the premium option with the highest price point. GemPages and PageFly occupy the sweet spot between capability and cost.
Want conversion elements that work on any page — built with page builders or natively? LiquidBoost's code snippets add trust badges, shipping bars, countdown timers, and social proof to your Shopify store with zero JavaScript overhead. They work alongside GemPages, PageFly, or native theme pages. Explore our snippet library.
Frequently Asked Questions
Can I switch from GemPages to PageFly (or vice versa) without losing my pages?
No. Pages built in one builder don't transfer to the other. You'd need to rebuild pages manually in the new builder. Both tools store pages in their own format, not in Shopify's native section architecture. Before switching, export your page content (text, images, layout notes) and use that as a reference for rebuilding.
Do GemPages and PageFly work with all Shopify themes?
Both work with Online Store 2.0 themes (including Dawn and all modern themes). Compatibility with older vintage themes varies. GemPages has slightly broader vintage theme support, but if you're starting fresh, use an OS 2.0 theme. Check our best free Shopify themes guide for recommendations.
Will a page builder slow down my Shopify store?
Yes, but the impact is moderate (100-200ms per page). This is generally less impactful than running multiple conversion optimization apps. If speed is your top priority, build pages using Shopify's native editor and add conversion elements via code snippets. If design flexibility matters more than the last 100ms, a page builder is a reasonable tradeoff.
Can I use GemPages or PageFly for my product pages?
Yes. Both builders can create custom product page templates that override your theme's default product page. This is useful for creating different product page layouts for different product categories. However, ensure your custom product pages include all essential e-commerce elements — add to cart, variant selection, price, and trust signals.
Which page builder has better customer support?
Both offer responsive support. PageFly is known for detailed written responses and screen recordings from their support team. GemPages offers live chat with faster initial response times. Both have comprehensive documentation and video tutorials. For complex issues, PageFly's support tends to go deeper into troubleshooting, while GemPages resolves standard questions faster.
Keep Reading
- PageFly vs Shogun: Shopify Page Builder Comparison — How PageFly compares to the premium-tier Shogun builder.
- How to Create a Landing Page on Shopify — Landing page best practices regardless of which builder you choose.
- Shopify Dawn Theme Customization Guide — What you can achieve with Shopify's native editor before reaching for a page builder.
The page builder you choose matters less than how you use it. Merchants who build conversion-optimized pages with clear value propositions, trust signals, and compelling calls to action will outperform those with prettier pages that lack these fundamentals. The builder is the tool — the strategy behind the page is what drives revenue. And here's what the highest-converting stores have discovered: sometimes the most impactful page changes aren't design changes at all. They're copy changes, offer changes, or trust element additions that a page builder makes easy but doesn't make automatic.