Shopify Plus B2B or custom build for a cosmetics manufacturer in London in 2026

The verdict in three sentences

For a London cosmetics manufacturer selling to pharmacies and beauty salons, Shopify Plus B2B is the fastest route if commercial rules stay standard: customer price lists, payment terms, minimum quantities. A custom build is justified when the brand handles specific constraints such as discounts per pharmacy group, free testers by quantity tier or batch traceability. Over 3 years, the total cost of both options is often close, and the decision comes down to subscription dependency and business flexibility.

What each option really covers in B2B

Since 2023 Shopify Plus has offered native B2B features: company accounts with several delivery locations, catalogs and prices per customer, net 30 or 60 payment terms, minimum quantities and price breaks. For a brand with a few price lists (independent pharmacies, buying groups, salons), this is often enough.

Limits appear with finer rules: different prices by pharmacy group and quarterly volume, free testers from 24 units, trade marketing budgets, or batch number tracking required by some distributors. These needs go through third-party apps or custom code, which increases the monthly bill.

Total cost over 3 years: a worked calculation

Take a brand doing EUR 2,400,000 of online B2B sales a year, 30% paid by card and 70% by bank transfer at 30 days. Card fees in 2026 range from 1.5 to 2.9% depending on the gateway, card type and origin. The figures below are market estimates.

The gap of about 17% favors the custom build over 3 years, but Shopify Plus goes live 3 to 4 months earlier. If each month gained brings EUR 40,000 of extra revenue at a 60% gross margin, that head start more than offsets the difference. The right answer depends on the number of specific rules and commercial urgency.

For a custom build by Kolonell, the 2026 grid for complex applications starts at 7,000,000 FCFA, about EUR 10,670, and the final quote depends on the scope validated in a workshop.

Mini case study

Emma, e-commerce director of a skincare manufacturer in London, sells to 900 pharmacies and 400 salons. Her sales reps key in 1,800 orders a month, with 14 price lists and a free tester rule per tier of 24 units.

On Shopify Plus, the tester rule needs a USD 300 a month app and a EUR 6,000 custom script. On a custom build, it sits inside the pricing engine. Emma estimates that moving 35% of orders online saves 630 orders x 8 minutes = 84 hours a month, about EUR 35,000 a year at EUR 35 an hour. She picks Shopify Plus to launch in 3 months, with a review clause at 24 months if the number of rules exceeds 25.

FAQ

Does Shopify Plus handle net 30 terms?

Yes, net 30, 60 or 90 payment terms are native on B2B accounts. Tracking outstanding balances and dunning is often still handled in the ERP or a collections tool.

Can we sell B2B and B2C on the same Shopify Plus store?

Yes, one store can serve both audiences with separate catalogs. Many brands still prefer a separate B2B store so trade prices stay hidden, which does not change the base license.

How much does migrating an existing B2B site cost?

As an estimate, allow EUR 8,000 to 20,000 to migrate customers, price lists, order history and SEO redirects, depending on source data quality.

Is custom riskier?

The risk sits in scoping: a vague specification pushes the budget up by 20 to 30%. A 2 to 3 day scoping workshop and phased releases greatly reduce that risk.

What card fees should we plan for in B2B?

For European cards, the 2026 range is 1.5 to 2.9% depending on gateway and card type, with commercial cards the most expensive. Bank transfers and direct debit usually cost under 0.5%.

Let's scope your project. Tell us your sales channels, price lists and commercial rules, and we will compare both options with an indicative budget and a realistic timeline. Detailed quote within 48 h. WhatsApp +221 77 596 93 33.