The verdict in three sentences
A cosmetics manufacturer selling to both consumers and 300 stockists (pharmacies, concept stores, beauty salons) should bring both channels onto a single hybrid platform rather than run two sites. In 2026 the choice is between Shopify Plus (about USD 2,300 per month, roughly EUR 25,000 per year) and a custom WooCommerce build at EUR 20,000 to 40,000 excl. VAT, followed by EUR 4,000 to 7,000 per year of maintenance. The deciding factor is how complex your stockist rules and regulatory obligations (INCI, batch numbers, PIF) are.
Shopify Plus or custom WooCommerce: the numbers
In Amsterdam as elsewhere, organic brands often started on Shopify Basic or standard WooCommerce, then patched together an order form for stockists. That patchwork is expensive: rekeyed purchase orders, price lists sent as PDFs, discount errors.
| Criterion | Shopify Plus B2B | Custom WooCommerce |
|---|---|---|
| Setup (excl. VAT) | EUR 15,000 to 30,000 | EUR 20,000 to 40,000 |
| Annual platform cost | About EUR 25,000 (USD 2,300 per month) | EUR 1,500 to 3,000 hosting |
| Maintenance and improvements | EUR 3,000 to 6,000 per year | EUR 4,000 to 7,000 per year |
| 3-year total cost | EUR 99,000 to 123,000 | EUR 36,000 to 70,000 |
| Stockist pricing by catalogue | Native (B2B catalogues) | Custom-built |
| Time to launch | 6 to 10 weeks | 10 to 14 weeks |
| Payment fees | 0.5 to 2% depending on gateway | Gateway fees only |
2026 order of magnitude. Above EUR 3 to 4 million in online revenue, Shopify Plus's robustness and ecosystem justify the subscription. Below that, custom wins clearly on total cost.
Stockist rules to define before pricing
A pharmacy in the suburbs and a concept store in the city centre do not buy on the same terms. Each rule has a development cost you should know before signing.
| B2B rule | Concrete example | Effort (days) | Impact |
|---|---|---|---|
| Price list by segment | Pharmacies -40%, concept stores -45% | 4 to 6 | No more PDF price lists |
| Minimum order | EUR 250 excl. VAT or 24 units | 1 to 2 | Profitable orders |
| Case pack multiples | By 6 or by 12 | 1 to 2 | Faster picking |
| Trade account approval | Company registration and VAT number | 2 to 3 | Trade prices stay private |
| 30-day terms for approved accounts | Invoice and SEPA direct debit | 3 to 5 | Stockist conversion +15% |
| INCI data, batches and shelf life | INCI list, PAO, batch number | 3 to 5 | Compliance with Regulation (EC) 1223/2009 |
| Visual and POS downloads | Stockist media area | 2 to 3 | Fewer email requests |
INCI lists must match on the website, the packaging and the PIF file. A single source (PIM or ERP) prevents discrepancies that expose you during a regulatory inspection.
Mini case study
Lisa, founder of an organic cosmetics brand in Amsterdam, generates EUR 1.2 million in revenue: 45% B2C on her site, 55% from 300 stockists who order by email.
- Current processing time: 300 stockists x 1.5 orders per month x 20 minutes of keying, i.e. 150 hours per month. At EUR 35 loaded hourly cost, that is EUR 63,000 per year.
- With the trade area, 80% of orders move online: savings of about EUR 50,000 per year.
- Stockist basket: +10% thanks to suggestions and minimums, i.e. EUR 66,000 of extra revenue.
- Custom WooCommerce budget: EUR 32,000 excl. VAT, then EUR 5,500 per year.
Need a professional website?
Kolonell builds websites that attract clients, optimized for the Sénégalese market. Free quote in 2 minutes.
The project pays back in under 8 months, with no Shopify Plus subscription.
FAQ
Can we keep a single catalogue for consumers and stockists?
Yes, that is the whole point of hybrid: one catalogue, two price lists and per-product visibility. B2C gift sets or 500 ml professional formats stay hidden depending on account type.
Is Shopify Plus required for B2B on Shopify?
Native B2B features (company catalogues, payment terms) are reserved for Shopify Plus in 2026. Third-party apps exist on lower plans for USD 50 to 300 per month, with limitations.
How long does migration take?
Allow 10 to 14 weeks for a custom build, including 2 weeks to migrate customer data and INCI records. SEO redirects are essential to keep B2C traffic.
How do we stop consumers seeing trade prices?
Trade accounts are approved manually against company registration and VAT number within 24 to 48 h. Prices stay hidden until the account is approved.
Does the site handle EU cross-border sales?
Yes, with the OSS one-stop shop for B2C VAT and reverse charge for intra-EU stockists. Adding a second language costs EUR 3,000 to 6,000 excl. VAT.
Let's scope your project. Tell us your B2C volume, number of stockists and pricing rules, and we will propose the most cost-effective 3-year architecture with budget and timeline. 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.
