The verdict in three sentences
Shopify Plus B2B is the right choice when the catalogue is standard, pricing comes down to a few price lists and the team wants to launch in under 4 months. A custom platform connected to the ERP becomes more cost-effective once commercial rules get complex: per-reseller prices, product configurator, multiple pack sizes, internal order approval. Over 5 years, both options often land between USD 195,000 and 325,000 in total cost, and business complexity tips the balance.
What Shopify Plus B2B does well, and where it stops
Since 2023, Shopify Plus has native B2B: company accounts with multiple shipping locations, catalogues and price lists per company, net 30 or net 60 payment terms, minimum quantities and draft orders. For a mid-sized manufacturer, that covers a large share of needs.
Limits show up in industrial cases: formula-based prices (raw material index, discounts by family and volume), configurable products with bills of materials, multiple units of sale (piece, case, pallet), complex approval rules, or more than a few hundred distinct catalogues. Teams then compensate with third-party apps or Shopify Functions development, which adds recurring cost.
| Criterion | Shopify Plus B2B | Custom build connected to ERP |
|---|---|---|
| Licence | From USD 2,300/month | None (hosting USD 430 to 1,600/month) |
| Third-party apps | USD 300 to 1,500/month | Features built once |
| Per-reseller pricing | Price lists per company | Live calculation from the ERP |
| Product configurator | App or custom development | Native, any business logic |
| Time to launch | 3 to 4 months | 5 to 8 months |
| Change requests | Fast if the ecosystem covers them | Full freedom, cost per sprint |
| Dependency | Shopify roadmap and pricing | Agency or in-house team |
Total cost compared over 5 years
Assumptions: 2,000 resellers, 8,000 SKUs, ERP such as SAP Business One, NetSuite or Microsoft Dynamics. Rate used: EUR 1 = USD 1.09. 2026 ballpark figures, excluding transaction fees.
| 5-year item | Shopify Plus B2B (USD) | Custom build (USD) |
|---|---|---|
| Setup and ERP integration | 33,000 to 87,000 | 65,000 to 163,000 |
| Licence (USD 2,300 × 60 months) | 138,000 | 0 |
| Apps (USD 300 to 1,500/month) | 18,000 to 90,000 | 0 |
| Hosting and managed services | Included | 26,000 to 98,000 |
| Maintenance and enhancements | 27,000 to 54,000 | 44,000 to 82,000 |
| 5-year total | 216,000 to 369,000 | 135,000 to 343,000 |
Shopify Plus also applies a variable fee on sales volume above a threshold, to be checked in your contract: for a high-volume manufacturer it can exceed the fixed licence. Conversely, a custom build needs a team able to keep the platform alive, or technical debt piles up.
Mini case study
Michael, digital director of a hydraulic parts manufacturer in Ohio, sells to 2,000 resellers with prices indexed to steel and a hose configurator. On Shopify Plus he estimates USD 65,000 in integration, USD 138,000 in licence over 5 years, USD 1,200 a month in apps (USD 72,000) and USD 44,000 in enhancements: USD 319,000. Custom: a USD 130,000 project, USD 980 a month hosting (USD 59,000) and USD 60,000 in enhancements, so USD 249,000. The USD 70,000 gap and the indexed pricing logic favour custom, with a launch 3 months later.
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FAQ
Does Shopify Plus B2B handle negotiated prices per reseller?
Yes, through price lists attached to each company account. Beyond a few hundred lists or formula-based prices, you need ERP sync or an app, often USD 300 to 800 a month.
What is a realistic timeline for each option?
Allow 3 to 4 months for Shopify Plus with standard ERP integration, and 5 to 8 months for a custom build. Scoping the pricing rules takes 3 to 4 weeks in both cases.
Can we start on Shopify and migrate later?
Yes, but a migration typically costs USD 44,000 to 98,000. It is better to decide on the complexity expected in 3 years rather than today's needs.
What about headless as a middle ground?
A custom front end on a commerce engine (Shopify, commercetools, Medusa) combines a standard catalogue with a tailored journey. Typical budget: USD 76,000 to 130,000, plus an engine licence depending on the choice.
Who should own maintenance of a custom build?
An agency on a maintenance contract (USD 2,200 to 5,400 a month depending on scope) or an in-house team of 1 to 2 developers. Without either, custom loses its advantage within 2 years.
Let's scope your project. Share your number of resellers, your ERP and your pricing rules: we will compare both options over 5 years with a costed budget and 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.
