The verdict in three sentences
For a London distributor with EUR 8M to 40M in revenue (roughly GBP 7M to 34M), Shopify Plus is the right call when the catalogue stays standard (under 20,000 SKUs, group-level pricing, few logistics rules) and speed to market matters most. A custom build becomes cheaper over 5 years once online revenue passes EUR 10M to 15M, because variable fees of 0.15 to 0.25% outweigh the upkeep of a dedicated platform. Between the two, the deciding factor is the complexity of your B2B rules: contract prices per customer, pack sizes, credit limits, multiple depots.
What each option really costs
The Shopify Plus entry fee (from USD 2,300 a month on a 3-year term, about EUR 25,000 a year) is only part of the budget. Third-party apps, ERP integration and the partner agency often add up to twice the subscription.
| 2026 cost item | Shopify Plus | Custom (Next.js, Medusa or Sylius) |
|---|---|---|
| Annual licence or subscription | EUR 25,000 to 30,000 (or 0.25% of revenue above threshold) | EUR 0 |
| Variable fees on online revenue | 0.15 to 0.25% above USD 800,000 monthly revenue | 0% |
| Initial implementation | EUR 30,000 to 90,000 | EUR 50,000 to 150,000 |
| ERP integration (Sage X3, NetSuite, SAP) | EUR 10,000 to 30,000 via middleware | Included in build or EUR 8,000 to 25,000 |
| Third-party apps (B2B, search, reviews) | EUR 6,000 to 18,000 a year | EUR 0 to 4,000 a year (component licences) |
| Hosting and managed service | Included | EUR 6,000 to 18,000 a year |
| Ongoing development | EUR 12,000 to 30,000 a year | EUR 15,000 to 35,000 a year |
5-year total cost: three scenarios
We modelled typical distributors with an average order of EUR 650. Figures include implementation, subscriptions, variable fees, apps, hosting and maintenance. They are 2026 orders of magnitude, to refine against your scope.
| Profile | Annual online revenue | 5-year TCO Shopify Plus | 5-year TCO custom | Cheaper option |
|---|---|---|---|---|
| EUR 8M distributor, simple catalogue | EUR 2M | EUR 270,000 to 330,000 | EUR 290,000 to 360,000 | Shopify Plus |
| EUR 15M distributor, group pricing | EUR 5M | EUR 320,000 to 400,000 | EUR 310,000 to 380,000 | Even |
| EUR 25M distributor, per-customer pricing | EUR 10M | EUR 430,000 to 540,000 | EUR 340,000 to 420,000 | Custom |
| EUR 40M distributor, multi-depot | EUR 18M | EUR 600,000 to 780,000 | EUR 380,000 to 480,000 | Custom |
| EUR 40M distributor, multi-brand and country | EUR 22M | EUR 700,000 to 900,000 | EUR 420,000 to 540,000 | Custom |
The tipping point sits around EUR 5M of online revenue. Below it, Shopify Plus wins thanks to included hosting and fast go-live (10 to 14 weeks versus 16 to 24 weeks for custom).
Shopify Plus limits on a complex B2B catalogue
Shopify's native B2B features (company catalogues, payment terms, minimum quantities) have improved a lot, but some cases remain costly to work around.
| B2B requirement | Shopify Plus 2026 | Custom |
|---|---|---|
| Unique contract price per customer (over 2,000 grids) | Possible but heavy to sync | Real-time calculation from ERP |
| Pack sizes (carton, pallet, unit) | Via variants or app | Native |
| Variant limit per product | 2,048 variants | No limit |
| Credit limit and automatic blocking | Partial, often via app | Native with ERP read |
| Availability per depot and delivery date | Limited | Native |
| Negotiated quote with sales approval | Draft orders | Full workflow |
| Vendor independence | Low | Full, source code delivered |
Mini case study
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James, CEO of an electrical supplies distributor in Greater London (EUR 22M revenue), targets EUR 8M online within 3 years with 3,400 customers, each with their own discounts. On Shopify Plus he would pay about EUR 27,000 in subscription, 0.2% variable fees on EUR 8M, i.e. EUR 16,000, EUR 12,000 in apps and EUR 25,000 in maintenance: EUR 80,000 a year after a EUR 75,000 implementation. Custom, he invests EUR 120,000 then EUR 45,000 a year in hosting and maintenance. Over 5 years: EUR 475,000 for Shopify Plus versus EUR 345,000 custom, a EUR 130,000 gap, before counting code ownership.
FAQ
Does Shopify Plus handle per-customer pricing in 2026?
Yes, through B2B catalogues attached to companies, with percentage discounts or fixed prices. Beyond a few hundred distinct grids, ERP sync becomes fragile and needs middleware at EUR 10,000 to 30,000.
How long does each option take to launch?
Allow 10 to 14 weeks for Shopify Plus with a partner agency and 16 to 24 weeks for custom. The gap narrows if catalogue and ERP data are already clean.
Can we move from Shopify Plus to custom later?
Yes, product, customer and order data can be exported. Migration costs 30 to 50% of a new project, which is why you should project 5-year online revenue before choosing.
Is custom riskier?
The risk is supplier dependency. Require source code delivery, technical documentation and automated tests, and the risk becomes comparable to a SaaS subscription.
Is there a hybrid option?
Yes: Shopify for B2C and a custom B2B portal connected to the same ERP. This setup costs EUR 60,000 to 110,000 and suits distributors that also sell to consumers.
Let's scope your project. Share your target online revenue, customer count and ERP: we will compare Shopify Plus and custom over 5 years with a costed budget and a 10 to 24 week plan. 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.
