The verdict in three sentences
A professional online store costs between 15,000 and 45,000 EUR custom in 2026, versus 30 to 300 EUR/month for Shopify (plus theme and apps). Over 3 years, an active merchant's Shopify TCO often reaches 25,000 to 40,000 EUR once apps and fees are counted. Custom is justified above 600,000 EUR revenue or when an optimized funnel (+20 to 35% conversion) recoups the development.
Shopify vs custom: the 3-year TCO
The Shopify trap is not the subscription, but the stack of paid apps and fees. Here is a 2026 comparison for a merchant with 500,000 EUR revenue.
| Item (over 3 years) | Shopify | Custom |
|---|---|---|
| Subscription / hosting | 10,800 EUR (300 EUR/mo) | 9,000 EUR (250 EUR/mo) |
| Theme & design | 350 EUR | Included in build |
| Apps (reviews, SEO, loyalty...) | 7,200 EUR (200 EUR/mo) | Included / maintenance |
| Platform fees | 4,500 EUR (0.3%) | 0 EUR |
| Initial development | 3,000 EUR | 28,000 EUR |
| Maintenance / evolutions | 3,000 EUR | 18,000 EUR |
| 3-year total | 28,850 EUR | 55,000 EUR |
Shopify stays cheaper for a standard merchant. Custom is justified when the 20,000 EUR gap is recovered through conversion and the absence of volume fees.
The impact of an optimized conversion funnel
A well-designed funnel (one-page checkout, express payment, reassurance) converts more visitors. Here is the 2026 numeric effect on a 500,000 EUR revenue site.
| Conversion rate | Estimated annual revenue | Gain vs 1.5% |
|---|---|---|
| 1.5% (average) | 500,000 EUR | — |
| 1.8% (+20%) | 600,000 EUR | +100,000 EUR |
| 2.0% (+33%) | 666,000 EUR | +166,000 EUR |
| 2.3% (expert funnel) | 766,000 EUR | +266,000 EUR |
Moving from 1.5 to 2% adds 166,000 EUR of revenue per year. That is where custom takes the lead: the funnel is no longer constrained by Shopify templates.
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Mini case study
Julien, manager of a wine and spirits SME in Amsterdam, generates 480,000 EUR revenue on Shopify with a 1.5% conversion rate. His Shopify + 8 apps stack costs 9,600 EUR/year all-in. He invests 32,000 EUR in a custom store with an optimized funnel that lifts conversion to 2.0%: +166,000 EUR revenue. At 32% gross margin, that is 53,000 EUR of extra margin per year — the investment is recouped in 8 months, and he then saves 9,600 EUR/year in subscriptions and apps.
FAQ
How much does a professional online store cost in 2026? From 15,000 to 45,000 EUR custom, or 30 to 300 EUR/month on Shopify plus theme and apps. Count a Shopify TCO of 25,000 to 40,000 EUR over 3 years for an active merchant.
Shopify or custom to start? Shopify to validate a market at low risk. Custom as soon as you exceed 600,000 EUR revenue or your needs (funnel, B2B, ERP) fall outside the templates.
How much does an optimized funnel earn? Moving from 1.5 to 2% conversion adds about 33% revenue. On 500,000 EUR that is 166,000 EUR per year, often well above the cost of custom.
Do Shopify apps really cost that much? Yes: a stack of 6 to 10 apps (reviews, SEO, loyalty, upsell) easily reaches 150 to 250 EUR/month, or 5,400 to 9,000 EUR over 3 years, excluding subscription.
How long to go live? 6 to 10 weeks for a standard custom store, versus 2 to 4 weeks for a configured Shopify. Polished design and the funnel represent most of the effort.
Let's scope your project. Give us your target revenue, catalog and current conversion rate: we'll price a store between 15,000 and 45,000 EUR with an optimized funnel. 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.
