ElevenLabs vs Murf: Which Is Better for Shopify Stores?

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For most online stores, ElevenLabs is the better choice: its prices are public, commercial use starts at $6/month, and it also makes music and sound effects for your videos. Murf AI is the better fit if you need tight control over how product names are pronounced and paced, but its paid plan prices were not visible on its official pages when we checked.

Quick comparison

	ElevenLabs	Murf AI
Free plan	10k credits/mo (~10 min), commercial license not included	~10 min of generation, no commercial license, no downloads
Cheapest paid plan	Starter: $1 first month, then $6/mo	Not published in a form we could confirm
Commercial use	From Starter	Paid plans
What scales the price	Monthly credits, roughly minutes of speech	Not confirmed
Voice library	17,500+ voices	200+ voices in 35+ languages
Voice cloning	Instant from Starter; professional from Creator ($22/mo)	Yes (plan not confirmed)
Delivery controls	Not detailed on its pricing page	Pitch, speed, intonation, pronunciation library, "Say It My Way"
Dubbing	Dubbing Studio	Dubbing in 40+ languages
Extras	Music, sound effects, speech to text	Canva, PowerPoint, Google Slides, Captivate integrations

Neither is a Shopify app.

Pricing: the clearest difference

ElevenLabs publishes every self-serve plan (monthly billing; yearly billing exists but its prices are not shown):

Plan	Price	Credits	About this much speech	Extra minutes
Free	$0	10k	~10 min	~$0.36
Starter	$1 first month, then $6/mo	30k	~30 min	~$0.20
Creator	$11 first month, then $22/mo	121k	~121 min	~$0.18
Pro	$99/mo	600k	~600 min	~$0.17
Scale	$299/mo (3 seats)	1.8M	~1,800 min	~$0.17
Business	$990/mo (10 seats)	6M	~6,000 min	~$0.17

Prices exclude taxes. Enterprise is custom.

Murf AI did not show plan prices in the content of its pricing page or homepage that we could read on November 4, 2026. What its official pages do state: the free plan has about 10 minutes of generation and no commercial license, voices "can only be downloaded with paid plans," and paid plans include commercial rights. Its developer API model, Falcon, is listed at $0.01 per minute, but that is for developers calling the API, not the Studio app you would use to make voiceovers. We will not guess Murf's Studio prices; check them on its pricing page or at checkout.

So on cost, ElevenLabs wins by default: you can work out what a month of voiceovers will cost before you sign up.

Voice quality and control

We did not test either tool, so we cannot rank how natural the voices sound. What we can compare is what each company says you can control.

Murf AI puts narration control front and center: pitch, speed and intonation controls, fine-grained tone, pacing and emphasis on its Gen2 voices, a Custom Pronunciation Library, and "Say It My Way," where you record your own reading and the AI follows your delivery. If your catalog has brand names, ingredients or model numbers that text to speech tends to get wrong, a saved pronunciation library saves you from fixing the same word in every script.

ElevenLabs leans on choice and cloning: 17,500+ voices in its library, instant voice cloning from the $6 Starter plan, and professional voice cloning from Creator. If you want the same recognizable voice (yours or a hired voice actor's, with permission) across every product video, cloning on a cheap plan matters more than fine controls.

Beyond the voiceover

ElevenLabs also generates music and sound effects, has a Dubbing Studio for translating audio, and offers speech to text with speaker labels. For a product video, that means the voiceover, a background track and a few sound effects can all come from one subscription.

Murf AI offers dubbing in 40+ languages that aims to keep the original voice, meaning and tone, and it integrates with Canva, PowerPoint, Google Slides and Captivate. If you design product videos in Canva, the Murf integration keeps narration in the same workflow. Murf's site does not list music or sound effect generation.

Commercial rights and licensing

For a store, the license matters more than the voice. Any voiceover in an ad, on a product page or on your social accounts is commercial use.

ElevenLabs includes its commercial license from Starter ($6/month). Its pricing table marks free-plan commercial use as limited and does not include the commercial license there, so generate final audio on a paid plan.

Murf AI says it "provides commercial rights for voiceovers" on paid plans, and its free plan has no commercial license. Because free-plan voices also can't be downloaded, there is no way to accidentally publish free Murf audio.

With either tool, only clone a voice you own or have written permission to use. That includes a hired voice actor: get their consent for cloning in your agreement.

Fitting it into your video workflow

Both tools produce audio you then place in a video editor. If you would rather keep everything in one app, Descript includes text to speech and voice clones on paid plans, and VEED Pro includes up to 144 hours a year of AI voice. Those built-in voices are convenient, but a dedicated voice tool gives you more voices and controls. Compare the editors in Descript vs VEED.

Watch out

ElevenLabs:

Credits are spent on every generation, including retakes. Heavy ad testing with many script variants can push you up a tier.
The free plan does not include the commercial license. Do not publish free-plan audio in ads or on your store.
The pricing page lists multiple seats only on Scale (3 seats, $299/month) and Business (10 seats, $990/month), which is a big jump if two or three people need their own access.

Murf AI:

No public price list in what we could read, so you cannot compare cost before signing up.
The free plan cannot download audio, so you cannot try it in a real video without paying.
Monthly plans auto-renew, per its official pages.

Cost example

A store making 20 product videos a month with about 60 seconds of voiceover each (about 20 minutes):

ElevenLabs Starter at $6/month covers about 30 minutes, with roughly 10 minutes left for retakes. Your first month is $1.
Murf AI: not possible to calculate from published prices.

A store testing ads with 80 voiceovers a month at about 75 seconds (about 100 minutes):

ElevenLabs Creator at $22/month covers about 121 minutes and adds professional voice cloning. Your first month is $11.
Murf AI: not possible to calculate from published prices.

Which one should you choose?

Choose ElevenLabs if you want to know your cost up front, need commercial voiceovers for as little as $6/month, want to clone a voice cheaply, or want music and sound effects in the same tool.
Choose Murf AI if precise pronunciation and pacing matter more than price, you want to guide delivery with your own recording, or you build videos in Canva or slides.
Choose neither if you want an on-screen presenter. Avatar tools like HeyGen include voices; see HeyGen vs Synthesia.

For more options, including avatar tools, see our best AI voice generators for product videos.

Common questions

Is ElevenLabs or Murf cheaper? ElevenLabs publishes its prices, starting at $6/month ($1 for the first month) with about 30 minutes of speech. Murf did not show plan prices on the official pages we could read in November 2026, so a direct price comparison is not possible.

Can I use either tool's free plan for product videos? No. ElevenLabs' free plan does not include the commercial license, and Murf's free plan has no commercial license and does not let you download voices.

Which one has more voices? ElevenLabs lists 17,500+ voices in its library. Murf lists 200+ voices across 35+ languages.

Which is better for translating product videos? Both offer dubbing. ElevenLabs has Dubbing Studio, and Murf lists dubbing in 40+ languages that aims to keep the original voice. If you want translated videos with a presenter, HeyGen lists 175+ languages on paid plans.

How we put this together

We did not test ElevenLabs or Murf hands-on. Every fact and price comes from each company's own pages, read in November 2026: the ElevenLabs pricing page and homepage, and Murf AI's homepage and pricing page. Murf's pricing page did not show plan prices in the content we could read, so we have left those out rather than estimate them. Confirm current prices before you subscribe.

ElevenLabs vs Murf: Which AI Voice Tool Is Better for Store Videos?