The verdict in three sentences
For 600 resellers, Shopify Plus B2B and a custom platform both cost about EUR 150,000 over three years, ERP integration included. Shopify Plus wins if your trade terms fit its standard catalogs, price lists and payment terms; custom wins once you have stacked discounts, minimum orders per range or selective distribution logic. Decide on your business rules, not on the entry price.
What the B2B channel must handle
A cosmetics brand selling to perfumeries, spas, pharmacies and concept stores has needs that B2C does not: a catalog per reseller (some ranges reserved for pharmacies), net prices per segment, minimum orders (EUR 300 or 24 units per SKU), 30 or 60 day payment terms, product pages with INCI lists and PAO for EU cosmetics regulation compliance, and stock and invoice sync with the ERP.
Today, the order desk retypes purchase orders received by email. At 600 resellers and 4,000 orders a year, that is 1 to 1.5 full-time equivalents.
2026 comparison of the two options
| Criterion | Shopify Plus B2B | Custom platform |
|---|---|---|
| License | USD 2,300 a month (about EUR 2,000) | None |
| Variable fees | 0.15 to 0.25% of volume | 0% (excluding bank fees) |
| Initial integration | EUR 20,000 to 50,000 (agency) | EUR 60,000 to 120,000 |
| Catalogs and prices per reseller | Yes, via B2B catalogs | Yes, unlimited rules |
| Stacked discounts, tiers per range | Partial, apps or Shopify Functions | Native |
| Payment terms and credit limits | Standard payment terms | Credit limit per account, automatic hold |
| ERP connection (Sage, DATEV-linked, SAP Business One) | Connector EUR 5,000 to 20,000 | Custom-built, included |
| Time to launch | 2 to 4 months | 4 to 6 months |
Shopify Plus has a clear edge if you already run a B2C store on Shopify: catalog, stock and back office are shared. Custom takes the lead when B2B is your main channel and its rules change every quarter.
Three-year total cost
| Item (600 resellers, EUR 5.4 M annual B2B volume) | Shopify Plus B2B | Custom |
|---|---|---|
| License, 36 months | about EUR 74,000 | EUR 0 |
| Variable fees (0.2% x EUR 5.4 M x 3) | EUR 32,400 | EUR 0 |
| Integration and ERP connector | EUR 35,000 | EUR 90,000 |
| Extra B2B apps (EUR 300 a month) | EUR 10,800 | EUR 0 |
| Hosting and maintenance (EUR 1,800 a month) | Included in license | EUR 64,800 |
| 3-year total | about EUR 152,000 | EUR 154,800 |
| Code ownership | No | Yes |
At equal volume, the gap is small. If your B2B volume doubles, Shopify variable fees rise by about EUR 10,800 a year while the custom cost stays flat. Conversely, at EUR 2 M of volume Shopify Plus is clearly cheaper.
Mini case study
Élodie, e-commerce director of a natural skincare brand in Paris, sells to 600 resellers for EUR 5.4 M a year. Her order desk spends 1.2 FTE, about EUR 54,000 a year, retyping orders. A Berlin brand of the same size faces identical numbers.
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With a self-service B2B portal, 80% of orders are placed online: she reassigns 0.9 FTE, EUR 48,600 a year. Average order value rises 6% thanks to restock suggestions, about EUR 324,000 of extra revenue. Her stacked discounts per range and her selective pharmacy network point her to a custom build at EUR 90,000: the order-desk saving alone covers the initial investment in under two years, and the higher order value easily funds maintenance. 2026 order of magnitude.
FAQ
Does Shopify Plus B2B handle different prices per reseller?
Yes, through B2B catalogs and price lists assigned to company accounts. Complex discounts (tiers per range, stacked discounts) require Shopify Functions or apps, often EUR 100 to 500 a month.
Can we keep B2C on Shopify and build B2B custom?
Yes, it is common. Both use the ERP as the source of truth for stock and prices, synced every 5 to 15 minutes.
How do we handle 30 or 60 day payment terms?
The portal shows each account's approved credit and holds orders beyond it. SEPA B2B direct debit and bank transfer remain the most used methods, with 0.2 to 0.5% fees depending on the bank.
How long to onboard 600 resellers?
Allow 6 to 10 weeks: invitations in waves of 100, preconfigured accounts, a 3-minute video tutorial. A 60 to 80% adoption rate in year one is a good target.
Is custom risky for a 40-person brand?
Risk is managed with a first EUR 60,000 release delivered in 4 months (catalog, prices, orders, ERP), then quarterly improvements. You own the code and can change provider.
Let's scope your project. We compare Shopify Plus B2B and a custom platform on your real numbers, including resellers, pricing rules and ERP, with a EUR 60,000 to 120,000 budget for the custom option and a 4 to 6 month launch. 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.
