The verdict in three sentences
Shopify Plus costs, in 2026, around 2,300 EUR/month in subscription, plus 200 to 800 EUR/month in B2B apps, plus indirect fees on some flows. A custom B2B e-commerce build runs 50,000 to 140,000 EUR (net) upfront, with no platform subscription and no commission on sales. The switch-over threshold depends on volume and B2B complexity: below a certain revenue with standard needs, Shopify wins; beyond it, or with specific B2B rules, custom becomes more profitable over 3 years.
The real comparison: total cost over 3 years (TCO)
The trap is comparing a monthly subscription to a one-off investment. You must think in total cost of ownership over 3 years, apps and fees included.
| Item | Shopify Plus | Custom B2B |
|---|---|---|
| Upfront investment | 8,000 - 25,000 EUR (setup) | 50,000 - 140,000 EUR net |
| Platform subscription | ~2,300 EUR/month | 0 |
| B2B apps | 200 - 800 EUR/month | Included |
| Commission / transaction fees | Variable | 0 (excl. PSP) |
| Maintenance / evolutions | Partly included | 6,000 - 20,000 EUR/year |
| 3-year TCO (order of magnitude) | 100,000 - 150,000 EUR | 70,000 - 200,000 EUR |
For a standard catalogue and moderate volume, Shopify Plus often wins thanks to speed (8-14 weeks). For advanced B2B rules or high volume, custom (16-26 weeks) becomes more economical and, above all, has no functional ceiling.
The B2B limits of Shopify Plus
Shopify Plus has come a long way in B2B, but some rules remain constrained or dependent on stackable paid apps.
| B2B need | Shopify Plus | Custom |
|---|---|---|
| Complex customer pricing | Via app / limited native B2B | Full control |
| Multi-tier volume discounts | Constrained | Free |
| Buyer approval workflow | Third-party app | Native |
| Deep ERP integration | Middleware required | Direct |
| Credit / net-terms payment | App / limited | Native |
| Checkout customisation | Framed | Total |
Mini case study
Marc runs a distribution SME in Berlin, 4.2 M EUR in online B2B revenue. On Shopify Plus he pays 2,300 EUR/month + 600 EUR/month in B2B apps = 34,800 EUR/year, i.e. 104,400 EUR over 3 years excluding setup. A custom build at 95,000 EUR (net) + 12,000 EUR/year maintenance comes to 131,000 EUR over 3 years. As long as his B2B needs stay standard, Shopify is cheaper; but with his complex price lists and ERP to connect, middleware and apps close the gap to custom, which then has no ceiling and no dependency.
FAQ
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How much does Shopify Plus cost in 2026?
Around 2,300 EUR/month subscription, plus 200 to 800 EUR/month in B2B apps by need. Add an initial setup of 8,000 to 25,000 EUR for a serious B2B rollout.
How much does a custom B2B e-commerce build cost?
Between 50,000 and 140,000 EUR (net) by scope, with no platform subscription or sales commission, and maintenance of 6,000 to 20,000 EUR/year.
At what volume does custom become worthwhile?
As an order of magnitude, beyond 2-3 M EUR of B2B revenue or with very specific B2B rules, the 3-year TCO often tips in favour of custom.
What is the timeline for each option?
Shopify Plus: 8 to 14 weeks. Custom: 16 to 26 weeks. Custom takes longer but avoids later functional limits.
Can we start on Shopify then migrate?
Yes, that is a valid strategy. Start fast on Shopify Plus, then migrate to custom when volume or B2B needs justify it, preserving SEO.
Let's scope your project. Give us your online B2B revenue, your pricing rules and your ERP, and we will cost the 3-year TCO of both options. 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.