The verdict in three sentences
The question is not "what is cheapest today" but "what is the 5-year total cost of ownership and the lock-in risk". A market suite launches faster (3-6 months) but bills you 40,000 to 120,000 EUR in licence every year; custom costs 80,000 to 200,000 EUR once, plus 15-20% annual maintenance, and you stay the owner. The tipping point usually sits between year 3 and year 4.
The decision framework: 5-year TCO
Comparing a recurring subscription to a one-off investment requires thinking over time. Here is a typical 2026 TCO for a mid-market firm with advanced B2B needs (price lists, EDI, ERP integrations).
| Line item | Suite (buy) | Custom (build) |
|---|---|---|
| Setup / initial build | 30,000-60,000 EUR | 80,000-200,000 EUR |
| Annual licence | 40,000-120,000 EUR/yr | 0 EUR |
| Annual maintenance | partly included | 15-20% of build |
| ERP/EDI integrations | 20,000-50,000 EUR | included in build |
| 5-year TCO (estimate) | 260,000-680,000 EUR | 140,000-360,000 EUR |
| Code ownership | No | Yes |
Time-to-market and lock-in risk
The suite wins at the start: you go live faster. But each customization locks you in further, and the exit cost balloons. Custom flips the ratio: longer to build, but reversible and free of perpetual fees.
| Criterion | Suite (buy) | Custom (build) |
|---|---|---|
| Go-live time | 3-6 months | 6-10 months |
| Deep customization | Limited / costly | Full |
| Vendor lock-in | High | None |
| Exit cost | High (re-migration) | Low |
| Version-upgrade dependency | Yes (imposed) | No (chosen) |
| Vendor day rate 2026 | 650-850 EUR | 650-850 EUR |
Quick decision matrix
A simple rule: the more standard your B2B needs and the shorter your horizon, the more the suite wins; the more specific your processes and the longer your horizon, the more custom wins.
| Your situation | Recommendation |
|---|---|
| Standard needs, launch < 4 months | Suite (buy) |
| High volume, thin margins, horizon > 4 years | Custom (build) |
| Very specific business processes | Custom (build) |
| Limited in-house IT team | Suite (buy) + integrator |
| Sovereignty / code ownership required | Custom (build) |
Mini case study
Isabelle, CIO of a B2B distribution mid-market firm in Lyon (85M EUR revenue), is torn between a suite at 75,000 EUR/year and a custom build at 150,000 EUR. Over 5 years, the suite reaches about 490,000 EUR (setup, licences, integrations), versus 285,000 EUR for custom (build + 18% annual maintenance). She picks build: beyond year 3, each year saves roughly 75,000 EUR in licence, and the firm keeps control of its code against its highly specific pricing processes. In return she accepts an 8-month time-to-market instead of 4.
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FAQ
When is the suite clearly the right choice?
When your needs are standard, your IT team is small and your horizon is under 3 years. Speed to launch then outweighs TCO.
Is custom really cheaper over 5 years?
Often yes for a mid-market firm with advanced needs: the absence of annual licence makes the difference by year 3 or 4, despite maintenance.
What does vendor lock-in actually cost?
Beyond licences, it makes exit expensive: 30,000 to 100,000 EUR re-migration plus dependency on imposed version upgrades.
Can custom be built on open source?
Yes, it is common: you start from a robust open-source core, which cuts the build while keeping ownership and no licence fee.
How do I secure the decision?
Require a costed 5-year TCO for both options and a reversibility clause. The decision then becomes financial, not emotional.
Let's scope your project. Give us your order volume, your pricing processes and your horizon: we cost the 5-year build vs buy TCO for your firm. 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.