The verdict in three sentences
For a distribution SME in Berlin, the choice is between Shopify Plus (~2,000 EUR/month + B2B apps), Odoo (25-45 EUR/user/month + integrator 15,000-40,000 EUR) and custom (35,000-90,000 EUR). The deciding factor is not the entry price but the 3-year total cost crossed with the complexity of your pricing rules. Below simple rules, Shopify or Odoo win; beyond that, custom regains the edge and makes you the owner of the code.
3-year total cost of ownership
Here is the 2026 order of magnitude, assuming a B2B catalogue with negotiated pricing and 8 internal users.
| Option | Year 1 cost | 3-year cumulative | Ownership |
|---|---|---|---|
| Shopify Plus + B2B apps | ~27,000-32,000 EUR | ~81,000-110,000 EUR | rented |
| Odoo + integrator | ~18,000-44,000 EUR | ~45,000-75,000 EUR | mixed |
| Custom | 35,000-90,000 EUR | ~57,000-144,000 EUR | full |
Custom has a heavier year-1 cost but a flatter curve afterwards (maintenance only). Shopify Plus starts fast but subscription + apps accumulate.
Each option's B2B limits
| Criterion | Shopify Plus | Odoo | Custom |
|---|---|---|---|
| Fine-grained pricing | limited / apps | good | unlimited |
| 30-day credit terms | third-party app | native | native |
| Approval workflow | limited | good | bespoke |
| App dependency | high | medium | none |
| EU hosting / GDPR | to verify | configurable | guaranteed |
| Pricing-rule flexibility | low | medium | full |
| Launch speed | fast | medium | 8-16 weeks |
Shopify Plus stays unbeatable on time-to-market for simple B2B. Odoo shines if you also want the ERP in the same tool. Custom wins when your pricing rules are a competitive advantage.
The custom break-even point
Custom becomes profitable when: (1) your pricing rules are too complex for apps, (2) you exceed ~50,000 EUR/year of packaged cost, (3) you want control of EU hosting and code ownership. Below that, staying packaged avoids over-investing.
Mini case study
Laurent, head of an electrical equipment distribution SME in Berlin (11 staff), is hesitating. On Shopify Plus he estimates 29,000 EUR year 1 then ~27,000 EUR/year, i.e. ~83,000 EUR over 3 years, with workarounds for his per-client pricing. In custom, he estimates 58,000 EUR + 900 EUR/month, i.e. ~90,000 EUR over 3 years, but with no pricing limit and code ownership.
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His call: his 140 negotiated prices and credit terms justify custom, because the 7,000 EUR gap over 3 years is offset from year 4 onward (no heavy subscription) and by the end of fragile workarounds.
FAQ
Is Shopify Plus enough for B2B?
For simple B2B (few grids, immediate payment), yes. For fine-grained negotiated pricing, credit terms and an approval workflow, you pile up apps and limits.
Is Odoo a good compromise?
Yes if you want ERP and e-commerce in the same tool. Expect 25-45 EUR/user/month plus an integrator at 15,000-40,000 EUR depending on configuration.
When does custom become profitable?
When your pricing rules are complex, packaged cost exceeds ~50,000 EUR/year, or code ownership and EU hosting are strategic.
Who owns the code in custom?
You do. Unlike Shopify's rental model, you own it and can switch provider or host without rebuilding everything.
Can we migrate later from Shopify to custom?
Yes, it is common. We carry over the catalogue, accounts and history; plan a 2-4 week migration project depending on data volume.
Let's scope your project. Give us your number of price lists, internal users and target budget: we'll compare Shopify, Odoo and custom on your real case. 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.