The verdict in three sentences
Shopify Plus is the fastest and safest choice for a New York brand whose wholesale business stays close to its DTC: same products, price lists by segment, simple net 30 or net 60 terms. A custom build, at 65,000 to 160,000 USD (60,000 to 150,000 EUR), pays off when retailer rules are complex (per-account pricing, exclusive assortments, seasonal pre-orders, a demanding ERP) or when online revenue exceeds 9 to 11 million USD and platform fees add up. Over 3 years, both options often converge around 210,000 to 330,000 USD; the difference is flexibility.
Total cost over 3 years: real 2026 figures
The subscription is only part of the bill. Add implementation, apps, volume fees and maintenance.
| Item | Shopify Plus | Custom (open-source or headless stack) |
|---|---|---|
| DTC + B2B implementation | 27,000 to 65,000 USD | 65,000 to 160,000 USD |
| Platform subscription | From 2,300 USD per month, then variable above a revenue threshold | 0 USD licence |
| Volume fee | Variable component of about 0.4 % of revenue above the threshold | 0 % |
| Payment fees | About 1.5 to 2.9 % depending on cards and methods | 1.3 to 2.9 % depending on provider |
| Third-party apps | 550 to 2,200 USD per month | Features built in, included |
| Hosting and managed services | Included | 850 to 2,700 USD per month |
| Ongoing development | 1,600 to 4,300 USD per month | 2,700 to 6,500 USD per month |
| 3-year total (5.4 M USD online revenue) | 205,000 to 355,000 USD | 225,000 to 495,000 USD |
These are 2026 orders of magnitude for a brand doing 3 to 11 million USD online. Shopify Plus pricing is negotiated based on volume and contract length, so confirm current rates with a certified partner.
Limits of native Shopify Plus B2B
Shopify has improved B2B a lot since 2023: company accounts, catalogs per company, payment terms, quick order. Some requirements still need apps or custom work.
| Retailer need | Native Shopify Plus B2B | Custom |
|---|---|---|
| Per-company pricing and dedicated catalogs | Yes | Yes |
| Net 30 or net 60 terms | Yes, without fine credit-limit control | Yes, with credit limit read from the ERP |
| Seasonal collection pre-orders with deferred delivery | Via app, 200 to 850 USD per month | Native, custom workflow |
| Complex tiered discounts (volume, family, season combined) | Partial, via Shopify Functions | Unlimited |
| Size and color matrix ordering | Via app or custom theme | Native |
| Fashion ERP sync (Apparel Magic, NetSuite, Dynamics) | Connector 11,000 to 32,000 USD | Built into the project |
| Over 2,000 variants per product or 50,000-SKU catalogs | Limits to work around | No practical limit |
Practical rule: if more than three of the needs above require a paid app or a workaround, price the custom option seriously.
Mini case study
Maya, digital director of a New York apparel brand, does 4.3 million USD in DTC and 2.2 million USD with 350 retailers. Shopify Plus option: 48,000 USD implementation, about 2,300 USD a month subscription, 1,300 USD in apps and 2,700 USD maintenance, so 48,000 + 3 × 12 × 6,300 = 274,800 USD over 3 years, excluding payment fees. Custom option: 118,000 USD, 1,600 USD hosting and 3,800 USD maintenance a month, so 118,000 + 3 × 12 × 5,400 = 312,400 USD. The gap is 37,600 USD in favor of Shopify Plus. But seasonal pre-orders are 60 % of Maya's wholesale: if custom lifts that channel by just 3 %, about 39,600 USD of revenue a year at 55 % margin, it recovers around 65,300 USD over 3 years and becomes the more profitable choice.
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FAQ
Can we start on Shopify Plus and move to custom later?
Yes, it is a common path. Migration costs 32,000 to 75,000 USD; keep product data clean and an ERP as master from day one to make it easier.
Does Shopify Plus handle sales tax and e-invoicing?
US sales tax is handled through Shopify Tax or apps for about 0.35 % of taxed sales beyond a free tier. Formal e-invoicing for EU retailers must go through your ERP or a connector, for 3,000 to 11,000 USD of setup.
Is custom slower to deliver?
Yes, plan 5 to 9 months versus 3 to 5 months for Shopify Plus with an experienced partner.
What revenue justifies custom?
Roughly above 9 to 11 million USD online, or once wholesale exceeds 40 % of sales with specific rules. Below that, Shopify Plus is almost always more profitable.
What about headless Shopify?
A custom front end on Shopify Plus (Hydrogen or a framework like Next.js) costs 75,000 to 150,000 USD. It brings design freedom and performance without solving B2B business limits.
Let's scope your project. We price Shopify Plus and custom on your real case, 3-year total cost included, for an indicative budget of 27,000 to 160,000 USD and launch in 3 to 9 months. 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.
