The verdict in three sentences
For a Dublin wine and spirits brand with 20 to 80 products and mostly Irish customers, Shopify offers the best balance of launch speed, security and maintenance cost. WooCommerce makes more sense if the site doubles as a rich content hub (distillery tours, cask programmes, tasting events) and someone can maintain it. A custom build only pays off when trade accounts, EU excise rules and bonded warehouse stock need to work together in one system.
The constraints of selling alcohol online from Ireland
Illustrative profile: the commercial director of an independent Irish whiskey and gin brand in Dublin, 40 products including limited releases, consumers in Ireland and across the EU, and around 150 pubs, hotels and off licences as trade customers. Requirements go well beyond a standard store:
- age verification at entry and checkout, with sales only to adults aged 18 and over;
- minimum unit pricing in Ireland, which sets a floor price per gram of alcohol and must be built into pricing rules;
- the Public Health (Alcohol) Act rules on how alcohol is advertised and displayed;
- excise by destination for EU distance sales, usually through a tax representative in each country;
- carriers approved for alcohol, breakage proof packaging and trade invoicing with VAT at 23 %.
2026 ranking of platforms
| Rank | Platform | Indicative software cost | Build (excl. VAT) | Strength | Limitation |
|---|---|---|---|---|---|
| 1 | Shopify | Monthly plans, public price varies by plan, enterprise tier in the low thousands | 8,000 to 20,000 EUR | Hosting, security and payments included | Paid apps for age checks, trade and excise |
| 2 | WooCommerce | 25 to 150 EUR a month hosting | 9,000 to 24,000 EUR | Very flexible content and SEO | You own maintenance and security |
| 3 | BigCommerce | Monthly plans, public price varies by plan | 10,000 to 25,000 EUR | Built in B2B features on higher plans | Smaller Irish partner ecosystem |
| 4 | Custom build | 40 to 250 EUR a month hosting | 25,000 to 35,000 EUR and up | Excise, bonded stock and trade logic tailored | Higher budget and longer timeline |
| 5 | Specialist wine and spirits marketplaces | Commission on sales, varies by platform | Low | Instant audience | Lower margin, no direct customer data |
The ranking uses stable criteria: three year total cost, time to launch, reversibility (customer and order export) and how easy it is to find support in Ireland. Kolonell is one option: a Premium site at 800,000 to 1,500,000 FCFA (1,200 to 2,300 EUR) in 21 to 30 days for a simple store, or a medium complexity web application at 2,500,000 to 4,000,000 FCFA (about 3,800 to 6,100 EUR) in 2 to 3 months for a trade portal with per country excise rules.
Three year total cost
| Item | Shopify | WooCommerce | Custom |
|---|---|---|---|
| Build | 12,000 EUR | 14,000 EUR | 30,000 EUR |
| Subscription or hosting (3 years) | 3,500 to 12,000 EUR | 1,800 to 5,400 EUR | 1,500 to 9,000 EUR |
| Apps or plugins (age, trade, excise) | 3,000 to 7,000 EUR | 1,800 to 4,500 EUR | Included |
| Technical maintenance (3 years) | 1,800 to 3,600 EUR | 4,500 to 10,000 EUR | 6,000 to 12,000 EUR |
| Payment fees on 400,000 EUR of sales | 6,000 to 8,000 EUR | 5,600 to 7,200 EUR | 5,600 to 7,200 EUR |
| Indicative total | 26,300 to 42,600 EUR | 27,700 to 41,100 EUR | 43,100 to 58,200 EUR |
The gap between Shopify and WooCommerce is small over three years: the decision rests on use case (content, trade, export) more than on price.
Mini case study
Illustrative example: Ciarán, commercial director of a Dublin gin and whiskey brand, sells about 3,000 bottles a year direct from the visitor centre. With an online store and a 165 EUR average order of three bottles, the target is 900 orders a year, or 148,500 EUR in revenue. Selling direct at 55 EUR a bottle instead of 30 EUR to distributors adds about 25 EUR of margin per bottle; on 2,700 extra direct bottles that is roughly 67,500 EUR a year, enough to recover a 12,000 EUR Shopify build in the first months.
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FAQ
Can Shopify sell alcohol in Ireland?
Yes, alcohol sales are allowed as long as you comply with local law. You need age verification and payment providers that accept alcohol merchants.
How does minimum unit pricing affect the store?
Every product must be priced at or above the legal floor based on grams of alcohol. Build a pricing check into the catalogue so promotions can never drop below it, including bundles.
How do we handle excise for EU shipping?
For distance sales within the EU, excise is due in the destination country, typically via a tax representative. Plan 2 to 6 weeks to set up 3 to 5 countries.
Do we need a separate trade portal?
Above about 50 trade accounts, yes: net pricing, minimum orders and 30 day terms. Shopify and BigCommerce cover this on higher plans or with apps at 20 to 300 EUR a month.
How long until launch?
Plan 6 to 10 weeks for a Shopify store with 20 to 80 products, and 3 to 4 months with a trade portal and EU shipping.
Let's scope your project. Tell us your product count, shipping countries and share of trade customers, and we will price an online store with age checks and excise handling, deliverable in 6 to 16 weeks. 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.
