The verdict in three sentences
For a manufacturer selling to 200 to 800 dealers, Shopify Plus B2B is the fastest choice (4 months) if your discounts fit into company-specific catalogues and your payment terms are standard (Net 30, 45, 60). A custom build, at 65,000 to 130,000 USD and 5 to 7 months, becomes cheaper over 5 years as soon as pricing depends on complex rules, the ERP drives everything or volume crosses the threshold where Shopify applies variable fees. The right decision is based on 5-year total cost of ownership and the list of commercial rules, not the starting price.
What each option does in B2B
The CEO of a commercial furniture manufacturer (desks, seating, acoustic partitions) sells through dealers and fit-out contractors. He must handle dealer-specific discounts, quantity pricing, deferred payment terms and project orders of 22,000 USD and above.
| B2B need | Shopify Plus B2B | Custom build |
|---|---|---|
| Multi-buyer company accounts | Native, with locations and roles | Built to spec, no limits |
| Dealer catalogues and prices | Native via catalogues, limited to per-company rules | Any rule: contract, region, project, minimum margin |
| Quantity price breaks | Native | Built in |
| Payment terms (Net 30, 45, 60) | Native, standard terms | Any term, deposit, instalments |
| Product configurator (finishes, sizes) | Third-party app, 110 to 550 USD a month | Built on your bill of materials |
| ERP sync (NetSuite, Dynamics, Epicor) | Connector or middleware, 9,000 to 27,000 USD | Dedicated connector, 11,000 to 33,000 USD |
| Time to launch | 3.5 to 5 months | 5 to 7 months |
Total cost over 5 years
Shopify Plus starts at 2,300 USD a month with an annual commitment. Above a certain monthly sales volume, Shopify charges a variable percentage of revenue. Apps and agency maintenance come on top.
| Item (USD, 2026 order of magnitude) | Shopify Plus B2B | Custom build |
|---|---|---|
| Initial build | 22,000 to 65,000 | 65,000 to 130,000 |
| Licence or hosting per year | 27,600 | 3,300 to 6,500 |
| Third-party apps per year | 4,400 to 15,000 | 0 |
| Maintenance and enhancements per year | 8,700 to 16,000 | 13,000 to 24,000 |
| Median annual recurring cost | 46,000 | 23,300 |
| 5-year total, median scenario | 43,500 + 230,000 = 273,500 | 97,500 + 116,500 = 214,000 |
| Break-even point | Shopify ahead for up to 2 years | Custom ahead from year 3 |
This table does not say custom always wins. If your project fits into 32,000 USD of Shopify integration with no paid apps, the gap shrinks to about 16,000 USD over 5 years, and Shopify's speed wins. Conversely, a manufacturer adding a configurator, an after-sales portal and project pricing logic will see the Shopify bill climb through apps and workarounds.
The five-question decision grid
Answer yes or no. More than 3 yes answers point to custom: your dealer prices depend on more than 5 combined criteria; you sell configurable products with a bill of materials; your ERP must remain master of prices and stock to the minute; you expect more than 8,500,000 USD of online revenue a year within 3 years; you want full code ownership to integrate it into your IT landscape.
Mini case study
Philip, CEO of a commercial furniture manufacturer in Ohio, generates 15,000,000 USD of revenue, 60% through 350 dealers. His discounts combine product family, annual volume and region, and 40% of orders involve configured products.
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Shopify Plus scenario: 49,000 USD integration, 27,600 USD licence, 12,000 USD of apps (configurator, advanced pricing rules), 13,000 USD maintenance, i.e. 49,000 + 5 x 52,600 = 312,000 USD over 5 years. Custom scenario: 114,000 USD build, 5,500 USD hosting and 19,500 USD maintenance a year, i.e. 114,000 + 5 x 25,000 = 239,000 USD over 5 years. The 73,000 USD gap and control over pricing logic lead him to choose custom, launching in 6 months instead of 4.
FAQ
Does Shopify Plus B2B handle Net 60 payment terms?
Yes, standard terms (due on receipt, Net 30, 45, 60) are native. 30% deposits on project orders or custom instalment plans require an app or custom development.
Is a custom build riskier?
The risk lies in scoping, not technology. A 25 to 40 page specification and 3 to 4 weeks of testing keep overruns under 10% of budget.
Can we start on Shopify and migrate later?
Yes, but allow 33,000 to 76,000 USD to migrate data, accounts and URLs. This path makes sense if you are testing the online channel with fewer than 100 dealers.
Who owns the code and the data?
With custom, you own the code and hosting. On Shopify, you own your exportable data but the platform stays licensed, at a minimum of 2,300 USD a month for as long as you use it.
What timeline should we expect for each option?
Shopify Plus B2B: 3.5 to 5 months. Custom: 5 to 7 months, including 4 to 6 weeks of scoping. ERP integration is often the critical path in both cases.
Let's scope your project. Send us your discount rules, your ERP and your dealer order volume: we will compare both options over 5 years, with a custom budget and a 4 to 7 month plan. 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.
