The verdict in three sentences
Shopify Plus is excellent to start fast but its model is a lifetime subscription that climbs with B2B apps. Custom costs more upfront (40,000 to 100,000 EUR excl. VAT) but delivers native B2B logic and code ownership. Break-even is around 30 to 40 months: below that, Shopify wins; beyond, custom becomes cheaper and more flexible.
The real cost of Shopify Plus in B2B
The base price hides the apps essential to B2B (per-customer pricing, quick order, accounts). Here is a 2026 estimate.
| Item | 2026 estimate (EUR/year) |
|---|---|
| Shopify Plus subscription | ~27,600 (approx. 2,300/month) |
| B2B apps (pricing, quick order, accounts) | 3,000 - 9,000 |
| Theme + custom integrations | 6,000 - 15,000 (upfront) |
| Payment fees (outside Shopify Payments) | 0.2 - 2 % of revenue |
| Maintenance / evolutions | 4,000 - 10,000 |
Over one year, a serious B2B setup on Shopify Plus often exceeds 40,000 EUR all-in.
TCO and B2B limits over 3 years
| Criterion | Shopify Plus | Custom |
|---|---|---|
| Upfront cost | 6,000 - 15,000 EUR | 40,000 - 100,000 EUR |
| Annual cost | 30,000 - 45,000 EUR | 4,000 - 12,000 EUR |
| 3-year total cost | 96,000 - 150,000 EUR | 52,000 - 136,000 EUR |
| B2B logic | Via apps | Native |
| Code ownership | No | Yes |
| Checkout customization | Limited | Total |
| Break-even vs Shopify | — | 30 - 40 months |
Beyond 3 years, custom widens the gap. Order-of-magnitude estimate for 2026.
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Mini case study
Thomas, head of an electrical equipment trader in Bordeaux, is hesitating. On Shopify Plus he prices 42,000 EUR/year with 5 B2B apps. A custom build at 72,000 EUR excl. VAT plus 8,000 EUR/year hosting and maintenance totals 96,000 EUR over 3 years versus 126,000 EUR for Shopify. He saves 30,000 EUR over 3 years and gains a checkout tailored to his negotiated payment terms. He picks custom for code ownership.
FAQ
Does Shopify Plus really cost 2,300 EUR/month? That is the 2026 order of magnitude for the base subscription. With B2B apps and fees, the real annual cost often exceeds 35,000 to 45,000 EUR.
When does custom become profitable? Around 30 to 40 months depending on how many apps you replace. Beyond that, the cost gap widens in your favor.
What B2B limits on Shopify? The checkout and some pricing rules stay constrained, and you depend on third-party apps billed monthly. Custom handles these rules natively.
Is custom riskier? The risk is human, not technical: pick a vendor that ships documented, transferable code. You avoid lock-in to a single editor.
Can we migrate from Shopify to custom later? Yes, keeping your product and customer data. Expect a migration of 15,000 to 40,000 EUR depending on volume and SEO redirects.
Let's scope your project. Give us your target online revenue, your current apps and your B2B pricing rules: we compare costed Shopify and custom TCO. 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.