The verdict in three sentences
Shopify Plus suits simple, fast-to-launch B2B (around 2,300 EUR/month + apps), while custom (30,000 to 70,000 EUR one-off) wins as soon as your pricing grids, ERP or workflows exceed standards. The tipping point shows in the 3-year TCO: beyond a certain stack of apps and commissions, custom becomes cheaper. The real criterion is not the sticker price but the depth of customization you need.
Shopify Plus B2B vs custom: head to head
| Criterion | Shopify Plus B2B | Custom |
|---|---|---|
| Entry cost | ~2,300 EUR/month | 30,000-70,000 EUR |
| Go-live | 4-8 weeks | 12-20 weeks |
| Pricing grids | Standard (limited) | Unlimited, rule-based |
| ERP integration | Via apps/connectors | Native, custom |
| Payment commissions | Per gateway | Per gateway |
| Customization | Fixed framework | Total |
| Dependency | Vendor (SaaS) | Your code |
3-year TCO: where profitability tips
SaaS looks cheaper at first, but subscriptions and apps add up. 2026 order of magnitude.
| Item | Shopify Plus (3 yrs) | Custom (3 yrs) |
|---|---|---|
| Licence / initial dev | 82,800 EUR | 55,000 EUR |
| B2B apps (pricing, ERP) | ~14,400 EUR | included |
| Maintenance / hosting | included | ~43,200 EUR |
| Platform commissions | variable | 0 |
| 3-year total | ~97,200 EUR | ~98,200 EUR |
At this volume the two are even: custom wins as soon as its flexibility avoids several apps or recurring development.
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Mini case study
Éric, head of a building-materials trader in Bordeaux, is hesitating. With 60 pro customers and simple per-category pricing, Shopify Plus would cost ~2,700 EUR/month all-in, i.e. 97,200 EUR over 3 years. But his in-house ERP has no Shopify connector: a reliable bridge is quoted at 9,000 EUR extra, questioned yearly by SaaS updates. A custom platform at 58,000 EUR with native ERP integration totals 101,000 EUR over 3 years but with no dependency or app overhead: he picks custom to control his ERP.
FAQ
When is Shopify Plus enough? When your B2B pricing is simple, your catalogue standard and your ERP has a connector. You are live in 4-8 weeks at a controlled entry cost.
When does custom win? As soon as you stack 4-5 paid apps, your ERP lacks a connector, or your pricing rules are complex. The 3-year TCO then tips in its favour.
Can I migrate from Shopify to custom later? Yes, it is a common path: validate the market on Shopify, then bring it in-house. Budget a migration of 6,000 to 20,000 EUR excl. VAT.
Is custom riskier? It depends on provider quality and documentation. Well-documented, tested code reduces that risk and keeps you independent.
Let's scope your project. Give us your volume, ERP and pricing complexity: we will calculate your 3-year TCO tipping point. 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.