The verdict in three sentences
There is no absolute winner: Shopify Plus wins on speed to market, Adobe Commerce (Magento) on native B2B richness, custom on control and no lock-in. In 2026 the real criterion is not the entry price but the 3-year total cost and the number of specific B2B rules (quotes, accounts, approval workflows). Under 500 SKUs and standard processes, stay on a market platform; beyond that, custom becomes competitive again.
3-year total cost: the real comparison
Comparing sticker prices misleads. Here is the 2026 order of magnitude over a 3-year cycle, integration included.
| Item | Shopify Plus B2B | Adobe Commerce | Custom |
|---|---|---|---|
| Setup / build | 15,000 - 35,000 EUR | 40,000 - 90,000 EUR | 50,000 - 140,000 EUR |
| Licence / subscription 3 yrs | ~72,000 EUR | 60,000 - 120,000 EUR | 0 (open source) |
| Hosting 3 yrs | Included | 18,000 - 45,000 EUR | 6,000 - 15,000 EUR |
| Maintenance / changes 3 yrs | 20,000 - 40,000 EUR | 40,000 - 80,000 EUR | 30,000 - 70,000 EUR |
| Total 3-year cost | 110,000 - 150,000 EUR | 160,000 - 335,000 EUR | 90,000 - 225,000 EUR |
| Lock-in | High | Medium | Low |
Adobe Commerce is the richest but heaviest to maintain; Shopify Plus offers the best time-to-cost ratio; custom protects against licence hikes.
B2B specifics: what covers what natively
B2B is more than the catalogue. This table maps native coverage in late 2026.
| B2B need | Shopify Plus | Adobe Commerce | Custom |
|---|---|---|---|
| Per-customer price lists | Native (B2B) | Native advanced | Full |
| Online quotes / negotiation | Basic | Native | Full |
| Multi-buyer accounts + roles | Native | Native advanced | Full |
| Order approval workflow | Limited | Native | Full |
| ERP integration | Via apps | Via extensions | Custom |
| Time to market | 6-10 wks | 4-6 months | 4-6 months |
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Mini case study
Marion, e-commerce director of a B2B technical-equipment distributor in Dublin (900 SKUs, 400 pro customers), hesitated between Adobe Commerce and custom. Adobe came out at 235,000 EUR over 3 years, licence and hosting included. Custom, scoped to the 5 B2B rules she actually used, fell to 148,000 EUR over 3 years, saving 87,000 EUR and removing any vendor-licence dependence. She chose custom, keeping Shopify Plus as plan B if delivery exceeded 5 months.
FAQ
Is Shopify Plus really fit for B2B? Yes, since the native B2B modules: per-customer price lists, pro accounts, fast ordering. It hits limits on complex approval workflows and multi-step quotes.
Is Adobe Commerce too expensive for an SME? Often yes: between licence, hosting and scarce skills, the 3-year TCO frequently exceeds 160,000 EUR. It is justified on large catalogues and advanced B2B needs.
Is custom riskier? The risk is in the team, not the tech. With a modern stack (headless, API) and an experienced team, custom avoids lock-in and licence hikes.
How do I avoid lock-in? Favour an architecture where catalogue, prices and orders are exposed via API: you can swap front or back end without rebuilding everything.
What is a realistic timeline for each? Shopify Plus: 6 to 10 weeks. Adobe Commerce and custom: 4 to 6 months, ERP integration included.
Let's scope your project. Give us your SKU count, critical B2B rules and target budget: we compare Shopify, Magento and custom on your real 3-year cost. 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.
