The verdict in three sentences
The build vs buy debate in B2B is settled on three variables: the complexity of your negotiated pricing, your order volume and your ERP dependency. In 2026 in Dubai, a SaaS like BigCommerce or Shopify Plus costs 550 to 2,500 USD/month plus 15 to 25% of the license in integration, while custom demands 45,000 to 110,000 USD but makes you the code owner. The switch threshold usually lands between 250 and 400 orders/month with non-standard pricing rules.
Decision criteria: the table that settles it
Before comparing prices, compare what each option does without contortion.
| Criterion | Custom | SaaS (BigCommerce/Shopify Plus) |
|---|---|---|
| Initial cost | 45,000-110,000 USD | 6,500-26,000 USD (integration) |
| Recurring cost | Maintenance 1,300-3,800 USD/mo | 550-2,500 USD/mo + apps |
| Per-customer pricing | Native, no limit | Via apps, often capped |
| Comfortable volume | Unlimited | Good up to ~300 orders/mo |
| ERP connection | Dedicated API | Paid middleware |
| Reversibility | Full | Low (lock-in) |
| Timeline | 3-6 months | 6-10 weeks |
The switch threshold to custom
Custom becomes profitable when SaaS forces you to stack apps or pay volume tiers. Here are three typical profiles.
| Profile | Orders/month | Pricing rules | 2026 recommendation |
|---|---|---|---|
| Small wholesaler | < 200 | Simple (2-3 grids) | SaaS |
| Regional distributor | 200-500 | Per-customer + tiers | Evaluate custom |
| National distributor | > 500 | Contracts, credit, RFQ | Custom |
| Multi-brand manufacturer | Variable | Multi-catalog, heavy ERP | Custom |
At equal revenue, the more contractual and individualized your pricing rules, the more expensive SaaS is to bend and the more custom regains the economic edge.
Reversibility: the hidden cost of lock-in
With SaaS, leaving means rebuilding theme, integrations and data elsewhere. With custom, you own the code repository and can change host or agency without redoing everything. Over 5 years, this freedom often saves 20,000 to 40,000 USD during a forced migration.
Mini case study
Sophie, owner of a pro-supplies trader in Dubai (10M USD revenue, 380 orders/month), pays 2,100 USD/month in SaaS plus 1,500 USD/month for 5 B2B apps, or 43,200 USD/year. Her per-customer pricing grids max out the apps. A custom build at 75,000 USD with 2,400 USD/month maintenance costs 103,800 USD in year one, then 28,800 USD/year. From year 2, she saves 14,400 USD/year and removes the feature ceiling.
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FAQ
When does custom become profitable?
Generally beyond 250-400 orders/month with per-customer negotiated pricing. Below that, a well-configured SaaS is the best cost/time ratio.
How much does B2B SaaS integration cost?
Budget 15 to 25% of the annual license for initial integration, or 6,500 to 26,000 USD depending on flows and catalog complexity.
Is custom riskier?
Not if scope is framed and delivered in batches. You own the code, which reduces long-term dependency risk, unlike SaaS lock-in.
What is the timeline for each option?
6 to 10 weeks for SaaS, 3 to 6 months for custom. The gap is mostly ERP integration and data migration.
Can we start on SaaS then migrate?
Yes, a valid strategy to validate the market. Plan the migration cost (20,000-40,000 USD) and export your data regularly from the start.
Let's scope your project. Give us your volume, pricing rules and ERP: we set the switch threshold and price both scenarios. Detailed quote within 48 h. WhatsApp +221 77 596 93 33.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.