The verdict in three sentences
An established Berlin brand should budget 12,000 to 90,000 EUR for an online store, depending on catalogue size, POS and ERP integration and how many markets it serves. In Germany, PayPal and Klarna (including pay by invoice) are as important as cards, and the legal layer (14 day withdrawal right, Impressum, accessibility under the BFSG) must be built in from day one. Add returns, payment fees and maintenance to the budget, because in German fashion and lifestyle retail return rates can wipe out the online margin.
The 2026 price grid in three tiers
The ranges below are 2026 estimates for a store built by an agency or studio with a brand specific design, on Shopify, Shopware or a comparable platform.
| Tier | Budget | Products | Payment | Shipping | Timeline |
|---|---|---|---|---|---|
| Essential | 12,000 to 25,000 EUR | 50 to 300 | Card, PayPal, Klarna | Germany, DHL or Hermes rates by weight | 6 to 10 weeks |
| Growth | 25,000 to 50,000 EUR | 300 to 2,000 | Card, PayPal, Klarna, Apple Pay, Google Pay | Germany, Austria, Switzerland, EU | 10 to 16 weeks |
| Advanced | 50,000 to 90,000 EUR | 2,000 to 10,000 | Full mix, invoice purchase, gift cards | EU wide, click and collect in Berlin stores | 4 to 7 months |
What each tier actually includes
Two quotes at the same price can hide very different scopes. Check line by line.
| Feature | Essential | Growth | Advanced |
|---|---|---|---|
| Brand design, mobile first | Yes | Yes | Yes, with lookbook and editorial pages |
| Product variants (size, colour) | Yes | Yes | Yes, bulk import from PIM or ERP |
| Stock management | In the shop admin | Low stock alerts | Synced with store POS |
| Legal pages and checkout wording (Impressum, terms, withdrawal form, binding order button) | Yes | Yes | Yes, reviewed by counsel |
| Accessibility under the BFSG (in force since June 2025) | Basic checks | WCAG 2.1 AA audit | Audit plus remediation plan |
| Returns portal | Manual | Self-service returns with labels | Returns synced with stock and refunds |
| Languages and currencies | German | German and English | DE, EN plus EU markets, several currencies |
| Loyalty and clienteling | No | Discount codes | Points programme shared with stores |
The Barrierefreiheitsstärkungsgesetz applies to most consumer e-commerce since 28 June 2025, with an exemption for micro enterprises; an established brand with stores is usually in scope. Budget it explicitly rather than discovering it at handover.
Recurring costs to add
| Item | 2026 cost (estimate) | Note |
|---|---|---|
| Platform subscription and apps | 100 to 2,500 EUR a month | Depends on platform and plan, check public pricing |
| Card and PayPal fees | Roughly 1.5 to 3.5 % per transaction | Per each provider's public rate card |
| Klarna fees | Roughly 2 to 4 % per transaction | Higher for invoice and instalments |
| Returns handling | 4 to 8 EUR per return | Fashion return rates can reach 30 to 50 % |
| Packaging registration (VerpackG, LUCID) | System participation fee by volume | Mandatory before the first parcel |
| Maintenance (Kolonell plans) | 38, 76 or 115 EUR a month | Updates, backups, small changes |
| Product photography | 15 to 60 EUR per product | Often underestimated at launch |
Mini case study
Illustrative example: Jonas, co-founder of a streetwear brand with two stores in Kreuzberg and Mitte, chooses the Growth tier at 38,000 EUR with 600 products. Recurring costs: 600 EUR a month for platform and apps and 76 EUR of maintenance, about 8,100 EUR a year. The store makes 900 orders a month at a 75 EUR average basket, 67,500 EUR of sales. After a 35 % return rate on fashion items, 3 % payment fees and 6 EUR per return, net sales fall to about 40,000 EUR and the gross margin at 50 % to roughly 20,000 EUR a month. The 46,100 EUR first year cost is covered in less than two and a half months.
Need a professional website?
Kolonell builds websites that attract clients, optimized for the Sénégalese market. Free quote in 2 minutes.
FAQ
How much does an online store cost for a Berlin brand in 2026?
Roughly 12,000 to 90,000 EUR depending on tier, catalogue and integrations. Add 100 to 2,500 EUR a month for platform and apps, plus maintenance from 38 to 115 EUR a month.
Do we really need Klarna and invoice payment?
For German consumers, often yes: pay by invoice remains a habit for many shoppers. Expect fees of roughly 2 to 4 % but conversion gains that frequently exceed that cost.
How does the German withdrawal right affect the budget?
Consumers have 14 days to withdraw, and a missing or wrong notice can extend that period to 12 months and 14 days. Plan a returns portal and 4 to 8 EUR per return in your margin model.
Is accessibility mandatory?
Under the BFSG, most consumer online shops must meet accessibility requirements since June 2025, micro enterprises aside. An audit and fixes typically add 3,000 to 12,000 EUR to the project.
How long does launch take?
Six to 10 weeks for Essential, 10 to 16 weeks for Growth and 4 to 7 months for Advanced. Product content and POS integration are the usual causes of delay.
Let's scope your project. Tell us your product count, stores and target markets, and we will price the right tier with payments, legal pages and integrations included, plus a 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.