The verdict in three sentences
Shopify Plus suits wholesalers whose commercial rules stay simple: a few price lists, standard net-30 terms and a stable catalog. A custom build becomes more cost-effective once you manage negotiated prices per customer, volume and product-family discounts, credit limits and deep ERP integration. Over 3 years, both options often land in the same total cost range, so functional coverage should decide.
Total cost over 3 years: side by side
Shopify Plus list price is only the starting point. Add B2B apps, ERP integration, a custom theme and transaction fees if you do not use Shopify Payments.
| Item | Shopify Plus (3 years) | Custom build (3 years) |
|---|---|---|
| Platform licence or subscription | USD 2,300/month, about EUR 76,000 | EUR 0 (you own the code) |
| Setup, theme, B2B configuration | EUR 25,000 to 45,000 | EUR 60,000 to 120,000 (full development) |
| B2B apps (pricing, quotes, quick order) | EUR 300 to 900/month, EUR 11,000 to 32,000 | Included in development |
| ERP connector | EUR 8,000 to 20,000 | Included or EUR 5,000 to 12,000 |
| Hosting and managed operations | Included | EUR 400 to 900/month, EUR 14,000 to 32,000 |
| Maintenance and enhancements | EUR 15,000 to 30,000 | EUR 25,000 to 45,000 |
| Estimated 3-year total | EUR 135,000 to 203,000 | EUR 104,000 to 209,000 |
Beyond 3 years, custom pulls ahead because there is no subscription. Conversely, if online revenue exceeds USD 800,000 a month, Shopify Plus may apply a variable fee that raises the bill.
Coverage of wholesale B2B needs
A supplies wholesaler does not sell like a consumer store. Buyers order by SKU, know their item codes and expect their negotiated terms the moment they log in.
| Business need | Shopify Plus (native + apps) | Custom build |
|---|---|---|
| Customer-specific prices (4,000 accounts) | B2B catalogs, limited granularity | Unlimited price lists, pulled from ERP |
| Volume and product-family discounts | Yes, via rules or apps | Yes, any business logic |
| Net-30 end-of-month terms | Native payment terms | Yes, with automated reminders |
| Credit exposure and blocking credit limit | Partial, often via app | Yes, real-time check |
| Quick order by SKU or CSV upload | Via app (USD 100 to 300/month) | Yes, with Excel import |
| Multiple buyers per account, approvals | Yes, B2B roles | Yes, custom workflow |
| Time to launch | 2 to 4 months | 4 to 6 months |
How to choose without regret
Ask your team three questions. How many customers have truly unique prices, rather than a simple category discount? If it is over 30% of the portfolio, custom wins. Can your ERP expose prices, stock and credit exposure through an API? If so, a custom build plugs straight into it. Do you also need to sell to consumers? If so, Shopify Plus has an edge on the B2C side.
A middle path exists: a custom front end on a headless commerce engine, keeping control of the experience without rebuilding everything. It usually costs EUR 70,000 to 100,000.
Mini case study
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Marc, CEO of an office and janitorial supplies wholesaler in Nantes, serves 4,000 trade customers with 8,000 SKUs. Today 60% of orders arrive by phone or email and are keyed in by 6 sales assistants.
- Current data entry: 220 orders a day × 6 minutes = 22 hours of keying per day.
- Target: 70% of orders placed online, so 154 fewer orders to key, saving 15.4 hours a day.
- Over 220 working days: 3,388 hours, about EUR 118,000 at EUR 35 per loaded hour.
- 3-year total cost of the custom build: EUR 160,000, versus EUR 175,000 for Shopify Plus with apps.
Marc picks custom because 45% of his customers have negotiated prices managed in the ERP, and the project pays for itself in under 18 months through saved keying time.
FAQ
Does Shopify Plus really handle B2B in 2026?
Yes, native B2B features cover company catalogs, payment terms and multi-buyer accounts. Limits show up with thousands of unique price lists or blocking credit controls, which require apps at USD 100 to 300 a month each.
Is a custom build risky for a wholesaler?
Risk is managed through phasing: a useful first release in 4 months (catalog, customer pricing, quick order), then 4 to 6 week increments. You own the code and can change vendors if needed.
How do net-30 terms work online?
The customer orders from their account, the order is invoiced with a 30-day due date, and the portal shows invoices and credit exposure. Card or bank transfer stays available for new customers with no history.
What does migrating 8,000 SKUs cost?
Importing from the ERP or a clean file takes 3 to 6 days of work, EUR 2,500 to 5,000. Enriching product pages (photos, descriptions) is the real effort, often spread over several months.
Let's scope your project. Tell us your customer count, SKU count and ERP: we compare Shopify Plus and custom over 3 years and ship a first release in 4 to 6 months. 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.
