The verdict in three sentences
For a manufacturer targeting 6 million EUR in online sales (about 6.5 million USD), Shopify Plus B2B and a custom platform land at a similar 3-year total cost, between 210,000 and 260,000 EUR (roughly 230,000 to 285,000 USD). Shopify Plus wins if your B2B pricing rules stay standard (price lists per catalogue, volume discounts, payment terms). Custom becomes cheaper as soon as you must code contract prices per customer, variable free-shipping thresholds and multi-level purchase approvals that Shopify only handles through apps and bespoke development. In New York, agency rates of 150 to 250 USD per hour push integration figures 30 to 50% above the European ranges below.
What you really pay on each side
The Shopify Plus licence is only the visible part. A serious B2B store adds apps, an ERP integration and Shopify Functions development. On the custom side, the licence disappears but hosting and maintenance become your responsibility.
| Cost item (excl. tax, 2026 order of magnitude) | Shopify Plus B2B | Custom platform |
|---|---|---|
| Licence or base | From 2,300 USD per month (about 2,150 EUR), 3-year commitment | 0 EUR (open source framework) |
| Initial build | 30,000 to 80,000 EUR | 80,000 to 180,000 EUR |
| Third-party apps | 500 to 1,500 EUR per month | Features built once |
| Hosting and managed operations | Included | 800 to 2,000 EUR per month |
| Ongoing development | 10,000 to 25,000 EUR per year | 15 to 20% of build cost per year |
| ERP connector (NetSuite, Sage, SAP Business One) | 8,000 to 25,000 EUR | 10,000 to 30,000 EUR |
| Transaction fees | 0% with Shopify Payments, otherwise third-party gateway fees | Chosen gateway fees only |
B2B pricing rules: where the decision is made
Most manufacturers underestimate their own commercial rules. List them before choosing: if more than two rows below fall into the bespoke development column, custom is cheaper over time.
| Commercial rule | Shopify Plus B2B in 2026 | Custom platform |
|---|---|---|
| Price list per customer or group | Native (B2B catalogues) | Native |
| Volume discount tiers | Native | Native |
| Net 30 or net 60 terms | Native | Native |
| Contract price per customer and SKU (over 10,000 lines) | Possible, heavy ERP sync | Read directly from the ERP |
| Variable free shipping by customer and zone | Shopify Functions, 5,000 to 15,000 EUR | Included in the rules engine |
| Multi-level purchase approval at the buyer | Third-party app or development, 10,000 to 25,000 EUR | 8,000 to 15,000 EUR |
| Price indexed on raw materials (steel, copper) | Complex, often out of scope | 10,000 to 20,000 EUR |
3-year total cost: two costed scenarios
| Item over 36 months (excl. tax) | Shopify Plus, standard rules | Shopify Plus, complex rules | Custom |
|---|---|---|---|
| Licence | 77,400 EUR | 77,400 EUR | 0 EUR |
| Build and integration | 60,000 EUR | 60,000 EUR | 140,000 EUR |
| Specific rule development | 0 EUR | 35,000 EUR | Included |
| Apps or hosting | 32,400 EUR | 43,200 EUR | 43,200 EUR |
| Ongoing development | 45,000 EUR | 60,000 EUR | 75,600 EUR |
| 3-year total | 214,800 EUR | 275,600 EUR | 258,800 EUR |
With standard rules, Shopify Plus saves about 44,000 EUR over 3 years. With complex rules, custom regains the edge by about 17,000 EUR and leaves you owning the code, which matters in a fundraising or an exit.
Mini case study
Matthew, e-commerce director of a professional kitchen equipment manufacturer, targets 6 million EUR in online sales over 3 years to 1,800 restaurants and resellers. He has 4,200 contract prices in his ERP, variable free-shipping thresholds per region and mandatory purchase approval for restaurant chains. Three rules out of seven fall into bespoke development, so he is in the complex rules scenario. Custom, his total cost comes to 258,800 EUR, or 4.3% of cumulative online revenue if sales grow to 1.5, 2 and then 2.5 million EUR (6 million in total). The 17,000 EUR saving versus Shopify Plus is modest, but having no licence mainly protects him from variable fees if sales beat his forecast.
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FAQ
How much does Shopify Plus cost in 2026?
The licence starts at about 2,300 USD a month with a 3-year commitment, close to 83,000 USD over the period. Above a certain monthly volume, Shopify charges a share of revenue, around 0.4%.
What budget for a custom B2B platform?
Budget 80,000 to 180,000 EUR excluding tax for the build in Europe, and 30 to 50% more with a New York agency, then 15 to 20% a year for maintenance. Delivery takes 5 to 8 months.
Does Shopify Plus really handle B2B?
Yes for common needs: company catalogues, volume discounts and payment terms have been native since 2023. Massive contract pricing or indexed prices require 5,000 to 25,000 EUR of development each.
Can we move from Shopify Plus to custom later?
Yes, but budget 30,000 to 60,000 EUR for data migration and SEO redirects. It is better to decide upfront if your roadmap includes complex rules within 18 months.
Which option launches faster?
Shopify Plus launches in 10 to 16 weeks versus 20 to 32 weeks for custom. If the sales season is close, a first version on Shopify and a switch after 2 years is still a costable option.
Let's scope your project. Send us your pricing rules, your ERP and your online sales target, and we will compare Shopify Plus and custom over 3 years, with budget and schedule. 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.
