The verdict in three sentences
Shopify Plus fits if your B2B model stays standard and you accept its pricing and workflow limits; custom wins the moment negotiated price lists, ERP and quotas become the core of the business. The real 2026 trade-off is not "subscription vs license" but 3-year TCO: commissions and apps against amortized CAPEX. At high volume, custom often becomes cheaper from year two.
The real cost of each option
| Line item | Shopify Plus B2B | Custom |
|---|---|---|
| Entry cost | ~2,300 USD/month | 50,000 - 160,000 EUR (CAPEX) |
| Commissions | 0.15-0.4% + payment fees | 0 (excl. PSP fees) |
| B2B apps | 300 - 1,200 USD/month | Included in build |
| Contract pricing | Limited, via apps | Native, unlimited |
| ERP sync | Paid connectors | Custom, two-way |
| Code ownership | No | Yes |
| Time to launch | 4-8 weeks | 3-9 months |
Shopify wins on launch speed; custom wins on control and the absence of recurring commissions.
3-year TCO by volume
| Annual revenue | Shopify Plus (3 yrs) | Custom (3 yrs) | Winner |
|---|---|---|---|
| 500K EUR | ~110,000 EUR | ~95,000 EUR | Close |
| 2M EUR | ~170,000 EUR | ~120,000 EUR | Custom |
| 5M EUR | ~290,000 EUR | ~150,000 EUR | Custom |
| 10M EUR | ~480,000 EUR | ~200,000 EUR | Custom |
2026 order-of-magnitude estimate, apps and maintenance included. The higher the revenue and complexity, the wider custom's lead.
Mini case study
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Marc, head of an electrical-equipment distributor in Nantes with 4.2M EUR B2B revenue, weighs Shopify Plus (subscription + 4 apps at 780 USD/month) against a custom platform at 85,000 EUR. Over 3 years, Shopify would cost about 255,000 EUR all-in, versus 140,000 EUR for custom including maintenance. The 115,000 EUR gap alone funds two major enhancements while removing dependence on third-party apps and their price hikes.
FAQ
Does Shopify Plus handle negotiated pricing? Partly: per-customer and volume pricing usually run through paid apps, with limits on complex rules and per-line discounts.
When does custom pay off? Generally above 2M EUR B2B revenue or when ERP and quotas are critical: CAPEX amortizes against subscriptions and commissions.
Is custom riskier? Risk is controlled with clear scoping, sprints and acceptance testing. In return you own the code and avoid vendor lock-in.
Can we migrate from Shopify to custom later? Yes, with catalog/customer migration and 301 redirects. Planning that reversibility upfront sharply lowers the exit cost.
What is the timeline for each option? Shopify Plus launches in 4-8 weeks; custom takes 3-9 months depending on B2B scope.
Let's scope your project. Give us your B2B revenue, order volume and ERP constraints, and we will price the Shopify-vs-custom TCO and an indicative budget. 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.
