The verdict in three sentences
For a New York brand selling across the US, the right agency is decided on topics sales decks skip: sales tax by state, shipping rates and carriers, ADA accessibility and who owns the store. Typical 2026 budgets run 15,000 to 90,000 USD for the build and 250 to 2,000 USD a month for maintenance. Ask the eight questions below in your meetings and compare the answers: an agency that hesitates on sales tax or account ownership will cost you more than a high quote.
Budgets to know before the first meeting
2026 estimates for a New York brand in apparel, beauty, home goods or specialty food, selling direct to consumers nationwide.
| Scope | Build budget | Monthly maintenance | Timeline |
|---|---|---|---|
| Adapted theme, 50 to 150 products | 15,000 to 30,000 USD | 250 to 500 USD | 8 to 10 weeks |
| Custom design, 150 to 500 products | 30,000 to 55,000 USD | 500 to 1,000 USD | 10 to 14 weeks |
| Synced inventory with retail stores and ERP | 50,000 to 75,000 USD | 800 to 1,500 USD | 12 to 16 weeks |
| B2C plus wholesale portal, customer pricing | 65,000 to 90,000 USD | 1,200 to 2,000 USD | 14 to 20 weeks |
| Accessibility audit and fixes | 3,000 to 10,000 USD | ongoing checks | 2 to 4 weeks |
Sales tax is the trap. Since the Supreme Court's Wayfair ruling, each state sets its own economic nexus threshold, often 100,000 USD in annual sales into the state, and some add a transaction count. A New York brand collects New York sales tax (state plus local rates, close to 8.875 % in New York City) and must start collecting in other states as it crosses their thresholds. The store needs automated tax calculation by ship-to address and clean reports for filing.
Eight questions and the answers to expect
| Question | Good answer | Bad answer |
|---|---|---|
| 1. How do you handle sales tax by state? | automated calculation by address, nexus monitoring, filing exports | "Just add New York tax everywhere" |
| 2. How do you handle accessibility? | WCAG 2.1 AA target, audit before launch, fixes documented | "The theme is already compliant" |
| 3. Which carriers and rates do you set up? | UPS, USPS, FedEx, live rates by zone, free shipping thresholds | "One flat rate, we'll see" |
| 4. Who owns the store and accounts? | the brand: platform, payments, domain and analytics in its name | "We host everything on our account" |
| 5. What does maintenance include? | updates, security, backups, a written number of hours | "Case by case" |
| 6. Which payment methods? | cards, Shop Pay or equivalent, PayPal, Apple Pay, buy now pay later | cards only |
| 7. How do you handle returns? | returns portal, label generation, restocking rules | "Customers email you" |
| 8. What happens if we leave? | full export, 30 to 90 days' notice, code handed over | exit fees or data held back |
Question 4 is a deal breaker. If the platform account, the payment processor or the domain sits in the agency's name, switching providers means starting over.
Question 2 matters more in New York than almost anywhere: a large share of ADA website lawsuits against online retailers are filed in New York federal courts. An accessibility audit at 3,000 to 10,000 USD is cheap insurance against a demand letter.
Comparing two close quotes
| Comparison point | Quote A | Quote B |
|---|---|---|
| Build price | 32,000 USD | 41,000 USD |
| Sales tax | New York only | automated, all states, nexus alerts |
| Accessibility | not included | audit and fixes included |
| Shipping | flat rate | live UPS and USPS rates, zones |
| Maintenance | 300 USD a month, no hours | 700 USD a month, 4 hours included |
| Three-year cost | 42,800 USD | 66,200 USD |
Quote A looks cheaper, but sales tax automation, accessibility work and live shipping rates would come back as change orders, roughly 12,000 to 20,000 USD, plus the legal exposure.
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Illustrative example, fictional persona: Danielle Brooks runs a Brooklyn skincare brand with one store in Williamsburg. Half of her Instagram followers live outside New York, and she wants to sell nationwide.
She picks a 42,000 USD quote with 700 USD monthly maintenance. Target at 12 months: 30,000 USD monthly revenue, 60 % from outside New York State, with a 55 % gross margin after shipping, so 16,500 USD of monthly margin. First-year cost: 42,000 + 12 × 700 = 50,400 USD. With a gradual ramp, break-even comes around month 7, and sales tax automation flags her first out-of-state threshold before it becomes a liability.
FAQ
How much does an e-commerce store cost with a New York agency in 2026?
About 15,000 to 90,000 USD depending on catalogue, design and integrations. An adapted theme store with 50 to 150 products typically lands between 15,000 and 30,000 USD.
Do we need to collect sales tax in other states?
Yes, once you pass a state's economic nexus threshold, often 100,000 USD in annual sales into that state. Your store should track sales by state and alert you before you cross it.
Is accessibility really necessary for a small brand?
Yes, ADA claims target small retailers too, and New York sees a high share of them. An audit and fixes at 3,000 to 10,000 USD cost less than settling a single claim.
What maintenance should we budget?
About 250 to 2,000 USD a month depending on complexity, with included hours written into the contract. Without stated hours, every request turns into a new quote.
How do we confirm we own the store?
Require in writing that the platform, payment processor, domain and analytics accounts are opened in your company's name. It is one clause and it saves a full rebuild.
Let's scope your project. Send us your catalogue, target states and current carriers, and we will price a store between 15,000 and 90,000 USD with a dated plan and maintenance terms. 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.
