The verdict in three sentences
For a manufacturer with 3,500 SKUs and customer-specific catalogs, Shopify Plus and a custom build reach a comparable 3-year total cost, between EUR 110,000 and 200,000 (about USD 120,000 to 220,000) as a 2026 order of magnitude. Shopify Plus wins if your B2B rules stay standard and you want to go live in 4 to 5 months. Custom wins as soon as product configuration, ERP-calculated prices or buyer approval workflows become the core of your commercial edge.
What each option does natively
Shopify Plus has made real progress on B2B: company accounts, catalogs per customer, payment terms, volume pricing. Limits appear with technical parts: many variants, compatibilities, PDF drawings, prices calculated at order time.
| Industrial B2B need | Shopify Plus (2026) | Custom |
|---|---|---|
| Multi-buyer company accounts | Native | To build, 5 to 8 days |
| Catalogs and prices per customer | Native, ERP sync required | Calculated directly from the ERP |
| 3,500 SKUs with technical attributes | Possible via metafields, limited filters | Free data model |
| Product configurator (dimensions, materials) | Third-party app or custom development | Native in the project |
| Buyer approval workflow | Partial, often via an app | Tailored to your customers |
| Online quotes and negotiation | Draft orders, limited | Full quote module |
| ERP integration (SAP B1, NetSuite, Epicor) | Middleware or connector, EUR 10,000 to 25,000 | Direct connector, included in budget |
| Time to launch | 3 to 5 months | 5 to 8 months |
The real issue is the ERP. If your net prices depend on stacked discounts, annual contracts and raw material prices, you either copy them into Shopify (risk of mismatch) or query them in real time, which pushes toward custom.
Total cost over 3 years
Shopify Plus starts at USD 2,300 per month on a term commitment, about EUR 2,100, with a variable revenue-based fee above a certain volume. Custom requires an initial investment of EUR 60,000 to 110,000.
| Item over 36 months (2026 estimate) | Shopify Plus | Custom |
|---|---|---|
| Platform license | EUR 76,000 | EUR 0 |
| Agency implementation | EUR 25,000 to 50,000 | EUR 60,000 to 110,000 |
| Third-party apps (B2B, search, quotes) | EUR 11,000 to 29,000 | EUR 0 to 5,000 |
| ERP integration and middleware | EUR 10,000 to 25,000 + EUR 300 to 600 per month | Included in development |
| Hosting and managed services | Included | EUR 11,000 to 29,000 |
| Ongoing maintenance (15% of build per year) | EUR 10,000 to 20,000 | EUR 27,000 to 50,000 |
| 3-year total | EUR 140,000 to 220,000 | EUR 100,000 to 190,000 |
The ranges overlap widely. The difference lies elsewhere: Shopify Plus pools security, scalability and updates, while custom makes you the code owner and removes dependence on a license indexed to your sales. New York agency rates often sit 10 to 20% above these EUR benchmarks.
Quick decision grid
- Under 1,000 SKUs, simple list prices, need for speed: Shopify Plus.
- Net prices calculated by the ERP, configurator, negotiated quotes: custom.
- Online B2B volume above EUR 10 M a year: compare Shopify's variable fee carefully.
- In-house team of 1 or 2 developers available: custom becomes easier to maintain.
Mini case study
Jason, e-business director of a machined parts manufacturer in New York State (3,500 SKUs, 900 active customers, SAP Business One), expects EUR 6 M of online orders within 3 years. Illustrative projection.
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- Shopify Plus option: EUR 76,000 license + EUR 40,000 implementation + EUR 20,000 apps + EUR 30,000 ERP integration and middleware + EUR 15,000 maintenance = EUR 181,000 over 3 years.
- Custom option: EUR 90,000 build + EUR 20,000 hosting + EUR 40,000 maintenance = EUR 150,000 over 3 years.
- Gap: EUR 31,000 in favor of custom, but 3 extra months of delay. If each month earlier brings EUR 200,000 of orders at 25% margin, 3 months are worth EUR 150,000 of margin, which reverses the conclusion if the configurator need is low.
The right answer therefore depends on the opportunity cost of delay, not just the quote.
FAQ
Does Shopify Plus really handle B2B in 2026?
Yes for the essentials: company accounts, catalogs per customer, net 30 or 60 payment terms. It remains less suited to technical configurators and real-time ERP-calculated prices.
Can we migrate from Shopify Plus to custom later?
Yes, product and customer data can be exported. Allow EUR 30,000 to 60,000 for a migration project, hence the value of choosing well from the start.
Is custom riskier?
The risk lies in vendor quality and documentation. Require code ownership, automated tests and a maintenance contract at 15 to 20% of the build per year.
What ERP integration should we plan?
Sync of items, stock, net prices and orders, ideally every 5 to 15 minutes. Budget ranges from EUR 10,000 to 25,000 depending on the connector.
Is there a third way?
Yes: Shopify Plus as the storefront plus a custom app for the configurator and quotes. This hybrid model often costs 20 to 30% more than Shopify alone but is faster than a fully custom project.
Let's scope your project. Send us your SKU count, ERP and pricing rules for a costed 3-year comparison of Shopify Plus versus custom. 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.
