Custom B2B e-commerce vs Shopify in London in 2026

The verdict in three sentences

For a B2B catalog with customer-specific pricing, 30-day payment terms and large SKU counts, Shopify Plus works at launch but gets heavy with apps and workarounds. A custom platform costs more upfront (40,000 to 100,000 GBP) but removes the subscription and commissions and matches your business rules. The right 2026 call comes down to total cost over 3 years and the real complexity of your pricing rules.

What each option costs in 2026

The two models have different cost structures: one is a monthly rental, the other an amortised investment. 2026 ballpark for a London B2B store with 3,000 SKUs and 200 trade customers.

Total cost over 3 years: the tipping point

This is the only figure that truly decides. Add setup, subscriptions, apps and maintenance across 36 months.

Beyond 3 years the gap widens in favour of custom because the subscription keeps running. The tipping point falls between 24 and 30 months as soon as you stack several B2B apps at 200-350 GBP/month each.

When Shopify is still the right call

Stay on Shopify Plus if your pricing rules are simple (one grid per segment), your catalog is stable, and you want to be live in 6 weeks. Move to custom when you have negotiated per-customer pricing, credit and 30/60-day terms, online quotes with approval, or deep ERP integration.

Mini case study

Mark, MD of an industrial-supplies SME in London (3.6M GBP revenue, 180 trade customers). On Shopify Plus he stacks 4 B2B apps: 2,000 + 600 GBP/month, i.e. 31,200 GBP/year, plus 13,000 GBP setup. Over 3 years: 106,600 GBP. Custom is quoted at 68,000 GBP + 450 GBP/month maintenance, i.e. 84,200 GBP over 3 years. Saving: 22,400 GBP over 3 years, and he owns the platform, with online quotes his reps approve in one click.

FAQ

Does Shopify Plus really handle B2B in 2026? Yes, via native Shopify B2B and apps, with per-company catalogs and pricing. But each advanced rule (credit terms, cross volume discounts, quote approval) needs a paid app, adding 350 to 800 GBP/month.

At what revenue does custom pay off? It is not revenue but rule complexity and time horizon. As soon as total Shopify cost tops 2,600 GBP/month all-in, custom typically amortises in 24 to 30 months.

How long to deliver a custom platform? Expect 10 to 18 weeks depending on scope: catalog, pricing engine, credit terms, ERP and payment integration. A sellable MVP can ship in 8 weeks.

Can we migrate from Shopify to custom later? Yes, catalog, customers and history transfer via export. Plan 3 to 6 weeks of migration and a dual-run phase to secure orders.

Who maintains the custom build? A 220 to 600 GBP/month contract covers security, backups, fixes and small evolutions. You own the code and can switch providers.

Let's scope your project. Tell us about your catalog, per-customer pricing rules and order volume: we compare Shopify Plus and custom with real numbers for your case. Detailed quote within 48 h. WhatsApp +221 77 596 93 33.