The verdict in three sentences
An SME online store costs 3,000 to 12,000 EUR on a platform such as Shopify or WooCommerce, versus 15,000 to 40,000 EUR for a custom build in 2026. The packaged solution ships in 4 to 12 weeks and fits most standard catalogues. Custom only becomes profitable above a certain order volume and with specific business rules.
What launch really costs
The headline price often hides the true cost of ownership. You must add setup, subscription, transaction fees and maintenance. 2026 orders of magnitude.
| Item | Shopify / WooCommerce | Custom build |
|---|---|---|
| Upfront cost | 3,000 - 12,000 EUR | 15,000 - 40,000 EUR |
| Go-live time | 4 - 12 weeks | 12 - 24 weeks |
| Platform subscription | 30 - 350 EUR/month | 0 (owned code) |
| Hosting | Included / 30 - 150 EUR/month | 30 - 150 EUR/month |
| Transaction fees | 1.4 - 2.9% + 0.25 EUR | 1.4 - 2.9% (via Stripe) |
| Monthly maintenance | 150 - 400 EUR/month | 150 - 400 EUR/month |
| Customisation | Theme-limited | Unlimited |
The break-even point of custom
Custom removes the platform subscription but costs more upfront. The maths depends mostly on the subscription avoided and the value of bespoke features.
| Scenario | Upfront cost gap | Annual saving | Break-even |
|---|---|---|---|
| Simple store, < 200 orders/month | +12,000 - 28,000 EUR | 400 - 1,200 EUR/yr | Rarely justified |
| Store 200-1,000 orders/month | +15,000 - 30,000 EUR | 2,000 - 5,000 EUR/yr | 4 - 6 years |
| High volume + business rules | +18,000 - 35,000 EUR | 6,000 - 15,000 EUR/yr | 2 - 3 years |
| Deep integration needs | +20,000 - 35,000 EUR | Business value > cost | Depends on use |
Mini case study
Sophie runs a cosmetics SME in Bordeaux and hesitates between Shopify (8,000 EUR setup, 79 EUR/month on the Advanced plan) and a custom store at 26,000 EUR. She expects 600 orders/month at an average basket of 48 EUR.
On Shopify, subscription and apps cost her about 2,400 EUR/year. Custom removes that cost but adds 18,000 EUR upfront. The subscription-only break-even would take 7 years: too long. She chooses Shopify to start, ready to migrate later when volume and automation needs justify custom. A costed decision, not an ideological one.
FAQ
Need a professional website?
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Shopify or WooCommerce for an SME?
Shopify is simpler and fully managed (30 to 350 EUR/month). WooCommerce is free to licence but needs hosting and maintenance (30 to 150 EUR/month hosting + maintenance). Total cost often ends up similar: choose by your technical appetite.
When does custom become profitable?
Generally above 200 to 1,000 orders/month with specific business rules (subscriptions, complex pricing, ERP integrations). Below that, a packaged platform offers the best cost-to-value ratio.
How much are transaction fees?
Expect 1.4 to 2.9% + 0.25 EUR per transaction depending on provider and card type. On 600 orders at 48 EUR, that is roughly 600 to 1,000 EUR/month.
Do we need a maintenance budget from day one?
Yes. Plan 150 to 400 EUR/month for security, updates, fixes and small enhancements. An unmaintained store quickly becomes slow and vulnerable.
How long until go-live?
4 to 12 weeks for a well-configured packaged store, 12 to 24 weeks for custom. Timing depends mainly on catalogue size and integrations.
Let's scope your project. Tell us your catalogue, your target order volume and your integrations: we will tell you whether packaged or custom is more profitable. 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.