The verdict in three sentences
In Dublin in 2026, Shopify Plus B2B fits if your catalog is standard and you want to launch fast: around 2,300 EUR/month plus 15,000 to 40,000 EUR of integration, no heavy tech team. Custom (40,000-120,000 EUR) wins as soon as your pricing rules, credit terms and ERP integrations are specific, or volume makes transaction fees prohibitive. The real question is not the sticker price but the three-year total cost and the reversibility of your data.
Honest SaaS vs custom comparison
| Criterion | Shopify Plus B2B | Custom |
|---|---|---|
| Entry cost | From 2,300 EUR/month | 40,000-120,000 EUR |
| Initial integration | 15,000-40,000 EUR | Included in build |
| Transaction fees | 0.3-2% depending on gateway | 0 (excl. PSP) |
| Time-to-market | 2-4 months | 5-8 months |
| Complex pricing rules | Limited | Unlimited |
| Deep ERP integration | API, effort | Native |
| Reversibility / code ownership | Partial | Full |
| Bespoke evolutions | Via apps | No limit |
When to choose what
Choose SaaS if: catalog under 5,000 fairly standard SKUs, simple pricing rules, launch speed is priority, small internal team. Choose custom if: highly varied negotiated per-customer pricing, complex credit and approval flows, deep ERP/CRM integrations, high volume or a differentiating product vision. Many Dublin distributors start on SaaS then move to custom once volume makes transaction fees and functional limits costly.
| Situation | Recommendation | Why |
|---|---|---|
| Fast launch, standard catalog | Shopify Plus | Time-to-market, low risk |
| Very complex per-customer prices | Custom | Unlimited pricing engine |
| High volume (> 3M EUR online) | Custom | Transaction fees saved |
| Critical ERP integration | Custom | Native synchronisation |
| Tight budget, market test | Shopify Plus | Low capex, monthly |
Mini case study
Nadia runs an electrical supplies distributor in Dublin, 4.2M EUR revenue with a 40% online target. On SaaS, subscription plus 1% transaction fees on 1.7M EUR is ~17,000 EUR/year in fees plus 27,600 EUR subscription, i.e. ~44,600 EUR/year. Over 3 years: ~134,000 EUR plus initial integration (30,000 EUR) = ~164,000 EUR. A custom build at 85,000 EUR plus 12,000 EUR/year maintenance costs ~121,000 EUR over 3 years. Above her volume, custom becomes cheaper and gives her code ownership.
FAQ
Does Shopify Plus B2B really cost 2,300 EUR/month?
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That is the 2026 indicative entry point; real cost climbs with apps, payment gateways and above all integration (15,000-40,000 EUR). Transaction fees add on top of volume.
At what volume is custom more profitable?
Often above 2 to 3M EUR in annual online sales, when transaction fees and functional limits exceed the cost of a custom maintenance contract.
Can we migrate from SaaS to custom later?
Yes, it is a common path. Check reversibility from day one: full export of products, customers, orders and pricing history.
Does SaaS handle per-customer pricing?
Yes via company-level catalogs and prices, but with limits on complex rules (cross discounts, multi-criteria conditions) that custom absorbs without a ceiling.
Which criterion should drive the decision?
Three-year total cost and the complexity of your business rules, not entry price. Simulate both scenarios with your real volumes.
Let's scope your project. Share your target volume, pricing rules and ERP: we simulate SaaS vs custom over 3 years to settle it. 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.