The verdict in three sentences
For a cosmetics wholesaler in New York selling to 1,800 salons and spas, Shopify Plus B2B is the fast choice if the catalogue and discounts stay standard, with an entry ticket of USD 2,300 a month plus apps. A custom platform at USD 43,000 to 86,000 (EUR 40,000 to 80,000) becomes more profitable as soon as tiered discounts, per-customer payment terms and replenishment rules go beyond the native framework. Over 3 years, both options converge around USD 97,000 to 140,000: the decision depends on your commercial rules, not on the sticker price.
Total cost over 3 years: Shopify Plus vs custom
Shopify Plus charges a subscription starting at USD 2,300 a month on a term commitment, plus B2B apps, theme and integration. Custom development concentrates spending up front, then costs hosting, maintenance and enhancements.
| Item (2026 order of magnitude) | Shopify Plus B2B | Custom platform |
|---|---|---|
| Setup and integration | USD 16,000 to 38,000 | USD 43,000 to 86,000 |
| Monthly subscription or hosting | about USD 2,300 | USD 650 |
| Apps (discounts, quotes, ERP, search) | USD 320 to 970 per month | included in development |
| Maintenance and enhancements | USD 540 to 1,080 per month | USD 860 to 1,620 per month |
| Variable fees above the sales threshold | 0.18 to 0.40% of revenue depending on contract | none |
| 3-year total (estimate) | USD 135,000 to 200,000 | USD 97,000 to 167,000 |
For a wholesaler whose online revenue exceeds USD 4.5 to 5.5 million a year, the Shopify Plus variable component pushes the bill up. Below USD 2 million, the subscription remains competitive and launch is faster.
What Shopify Plus B2B handles well, and its limits
The native B2B module covers company-specific catalogues, price lists, minimum quantities and net 30 or net 60 payment terms. Difficulties appear with finer rules.
| Cosmetics wholesaler need | Native Shopify Plus B2B | Custom |
|---|---|---|
| Specific prices per salon or chain | Yes, via catalogues | Yes |
| Stacked tiered discounts (volume + range + season) | Partial, apps required | Yes, unlimited rules |
| Different payment terms per customer | Yes (net 30, net 60) | Yes, plus credit limit |
| Free samples based on basket | Third-party app | Yes |
| Sales reps ordering on behalf of salons | Yes, limited | Yes, with commissions |
| ERP and invoicing sync | Paid connector | Dedicated integration |
| Ownership of code and data | No | Yes |
The real risk with Shopify Plus is app stacking: 6 to 10 apps at USD 50 to 160 each, with conflicts between them and dependence on their vendors.
How to decide in 4 questions
Do you have more than 3 discount levels that combine? Do your reps place orders on behalf of salons and earn commission? Does your ERP impose specific invoicing rules (free-shipping thresholds, zone-based freight, credit notes)? Are you targeting more than USD 5.5 million online within 3 years? Two or more yes answers point to custom. Otherwise, Shopify Plus gets you live in 8 to 12 weeks.
Mini case study
Camille, sales director at a professional skincare wholesaler based in Brooklyn, sells to 1,800 salons with an average order of USD 450 and 9 orders per salon a year, i.e. USD 7.3 million in revenue. She targets 60% online, so USD 4.4 million.
Need a professional website?
Kolonell builds websites that attract clients, optimized for the Sénégalese market. Free quote in 2 minutes.
With Shopify Plus: USD 27,000 setup, USD 2,300 subscription, USD 750 apps and USD 860 maintenance per month, plus an estimated 0.25% variable fee above the threshold, about USD 7,500 a year. 3-year total: 27,000 + 140,800 + 22,500 = USD 190,300. With custom: USD 70,000 development, USD 650 hosting and USD 1,180 maintenance per month. 3-year total: 70,000 + 65,900 = USD 135,900. The USD 54,400 gap and her complex tiered discounts justify custom, at the cost of 4 extra weeks of delivery.
FAQ
Is Shopify Plus required to sell B2B on Shopify?
The most complete native B2B features are reserved for Shopify Plus, from USD 2,300 a month. Lower plans rely on apps at USD 50 to 320 a month, with limits on customer-specific pricing.
How long does each option take to launch?
Allow 8 to 12 weeks for Shopify Plus and 12 to 18 weeks for a custom platform. Migrating the catalogue and price lists takes 3 to 4 weeks in both cases.
Can we move from Shopify Plus to custom later?
Yes, products, customers and orders can be exported. Budget USD 8,600 to 16,000 for migration and a 2 to 4 week parallel run.
Is custom riskier?
It is if the specification is vague. With a frozen scope, a pilot with 50 salons and a maintenance contract of USD 860 to 1,620 a month, the risk is under control.
Who owns customer data?
With custom, you own the code and the database. With Shopify, you own the data but remain dependent on the platform and its pricing.
Let's scope your project. Share your number of trade customers, your discount rules and your ERP: we compare Shopify Plus and custom over 3 years, with a USD 43,000 to 86,000 budget for custom and a 12 to 18 week 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.
