The verdict in three sentences
For a Paris brand selling both to consumers and to a network of retailers, Shopify Plus (from 2,300 USD per month, about 2,000 EUR) with 20,000 to 50,000 EUR excl. VAT of integration remains the fastest choice when B2B rules are simple. A custom B2B e-commerce build at 50,000 to 120,000 EUR excl. VAT becomes more cost-effective once net prices per retailer, quotes and ERP sync get complex. Over 3 years, total cost of both options is often within 10%, and timelines range from 3 to 6 months.
Three-year total cost, line by line
A fair comparison is not about launch price but total cost of ownership, including licence, apps, maintenance and enhancements.
| 3-year item (2026 order of magnitude) | Shopify Plus | Custom build |
|---|---|---|
| Initial setup | 35,000 EUR | 85,000 EUR |
| Platform licence (about 2,000 EUR per month) | 72,000 EUR | 0 EUR |
| Third-party apps (B2B, reviews, ERP, search) | 18,000 EUR | 0 to 5,000 EUR |
| Hosting and managed services | included | 14,400 EUR |
| Maintenance and enhancements | 36,000 EUR | 54,000 EUR |
| 3-year total | 161,000 EUR | 153,400 to 158,400 EUR |
| Time to launch | 3 to 4 months | 5 to 6 months |
Note: above a certain sales volume, Shopify Plus charges a variable share of revenue instead of the flat fee. For a brand selling several million euros online per year, the licence can double and tip the comparison towards custom.
What Shopify Plus native B2B covers, and where it stops
Shopify Plus offers native B2B features: company profiles, price catalogues per customer, minimum quantities and net payment terms. For many brands that is enough. Difficulties appear in more advanced cases.
| B2B requirement | Shopify Plus | Custom build |
|---|---|---|
| Prices per retailer on a 500-product catalogue | Native | Native |
| Negotiated net prices on 10,000 customer and product combinations | Possible but heavy to maintain | Calculated from the ERP |
| Negotiated quotes with sales approval | Third-party app | Custom workflow |
| 30 or 60-day terms with ERP credit limits | Partial, credit managed separately | Read directly from the ERP |
| Product configurator (sizes, engraving, bundles) | Third-party app, monthly fee | Built once |
| ERP sync (Sage, Cegid, SAP) | Paid connector or middleware | Dedicated connector |
| Quick order by SKU or CSV | Partial | Native |
Rule of thumb: if more than three rows of this table are critical for your business, custom or a hybrid architecture (Shopify for B2C, a custom portal for B2B) is worth pricing.
The hybrid scenario, often the best compromise
Many Paris brands keep Shopify for the consumer store, where the marketing ecosystem is unbeatable, and add a custom retailer portal connected to the same inventory.
| Option | Initial budget excl. VAT | Timeline | Ideal profile |
|---|---|---|---|
| Shopify Plus only (B2C and B2B) | 20,000 to 50,000 EUR | 3 to 4 months | Under 200 retailers, simple prices |
| Hybrid Shopify plus B2B portal | 45,000 to 80,000 EUR | 4 to 5 months | 200 to 1,000 retailers, negotiated prices |
| Full custom | 50,000 to 120,000 EUR | 5 to 6 months | 1,000+ retailers, ERP-centric |
| Recurring monthly cost | 2,000 to 4,500 EUR | Depending on licence and maintenance |
Mini case study
Julie, co-founder of a cosmetics brand in Paris, generates 3.2 million EUR in revenue: 60% direct and 40% through 350 pharmacies and concept stores. Her retailers have negotiated net prices and order in bundles.
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- Shopify Plus only: 161,000 EUR over 3 years, plus 9,000 EUR of quote and quick-order apps, i.e. 170,000 EUR.
- Hybrid: standard Shopify store (about 400 EUR per month, 14,400 EUR over 3 years) with 20,000 EUR integration, plus a 45,000 EUR custom B2B portal and 900 EUR per month maintenance (32,400 EUR), i.e. about 112,000 EUR over 3 years.
Estimated saving: about 58,000 EUR over 3 years with the hybrid, for a 4 to 5 month timeline. The final choice depends on the roadmap: if Julie plans international multi-currency expansion, Shopify Plus becomes relevant again for the B2C side.
FAQ
Is Shopify Plus required for B2B on Shopify?
The most complete native B2B features are reserved for Shopify Plus, from 2,300 USD per month. Lower plans need third-party apps, at 50 to 300 USD per month each.
Is a custom build riskier?
The risk is mainly timeline, 5 to 6 months instead of 3 to 4. It is managed with precise specifications and deliveries every 2 weeks, so the retailer journey can be tested from month two.
Can we migrate from Shopify to custom later?
Yes. Migrating products, customers and orders usually costs 8,000 to 20,000 EUR excl. VAT. That is an argument for starting on Shopify while B2B is still marginal.
Who owns the code and the data?
With custom, you own the code outright. With Shopify, your data is exportable, but the platform and apps stay under licence and their prices can rise 10 to 20% over 3 years.
What payment fees should we expect?
On Shopify Plus, Shopify Payments fees are negotiated, around 1.5 to 2% per card transaction. On a custom build, Stripe or a bank acquirer typically charges 1.5% + 0.25 EUR for a European card.
Let's scope your project. We compare Shopify Plus, hybrid and custom on your real scope (retailers, catalogue, ERP), with an indicative budget between 20,000 and 120,000 EUR excl. VAT and a 3 to 6 month 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.
