The verdict in three sentences
Shopify Plus is unbeatable on time-to-market and perfect while your B2B rules stay standard. Custom pays off when negotiated pricing, your ERP and your volumes blow up app and commission costs. The right call is made on 3-year TCO and how specific your processes are, not on day-one sticker price.
3-year TCO
| Line item | Shopify Plus + B2B apps | Custom |
|---|---|---|
| Upfront / build | USD 8,000 - 22,000 | USD 45,000 - 110,000 |
| Platform subscription | ~USD 2,300/mo | 0 (hosting USD 120-450/mo) |
| B2B apps (roles, pricing) | USD 300 - 900/mo | Included |
| Commission / transaction fees | 0.2 - 2% by gateway | 0 excl. bank fees |
| Maintenance / evolutions | Included (limited) | USD 7,000 - 16,000/yr |
| 3-year TCO (indicative) | USD 110,000 - 155,000 | USD 80,000 - 160,000 |
Decision grid
| Your situation | Recommendation |
|---|---|
| Standard pricing rules, fast launch | Shopify Plus |
| Online revenue < USD 550,000/yr | Shopify Plus |
| Very complex per-customer grids | Custom |
| Deep ERP integration required | Custom |
| High volume, commission-sensitive | Custom |
| Limited in-house tech team | Shopify Plus |
In short: below a certain volume with standard needs, Shopify Plus wins. Above it, once cumulative apps and commissions exceed a build's amortized cost, custom takes the lead.
Mini case study
Sophie, ecommerce director at a B2B distributor, does USD 1.55M in online sales/year. On Shopify Plus she pays USD 2,300/month subscription, USD 600/month in B2B apps and 0.6% gateway commission, roughly USD 43,200/year. Over 3 years: USD 130,000. A custom build at USD 88,000 plus USD 11,000/year maintenance comes to USD 121,000 over 3 years. The gap is thin; it is the complexity of her pricing grids that tips the scale toward custom.
FAQ
Does Shopify Plus really handle B2B?
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Yes, via native B2B and apps: customer accounts, price lists, quotas. But very specific rules (multi-criteria discounts, credit limits) hit limits quickly.
What is the true cost of Shopify Plus in 2026?
About USD 2,300/month subscription, plus apps (USD 300-900/month) and gateway commissions. The 3-year TCO often exceeds USD 110,000 at mid volume.
Is custom always more expensive?
No. At high volume or with many apps, stacked subscriptions catch up to and then exceed an amortized build. With no commission, custom wins over time.
Can I migrate from Shopify Plus to custom later?
Yes. Many start on Shopify Plus to validate the market, then migrate when functional limits or costs justify a build.
Which criterion really decides?
The specificity of your pricing rules and the depth of ERP integration. If they fall outside the standard, custom wins.
Let's scope your project. Share your online revenue, pricing rules and current stack, and we'll cost the 3-year TCO of 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.
