The verdict in three sentences
For a New York cosmetics brand doing USD 6.5 M in online sales to consumers and professional retailers, Shopify Plus and a custom platform land at a similar 3-year total cost, between USD 360,000 and 530,000 depending on choices. Shopify Plus wins on speed (3 to 4 months) and checkout maturity, custom wins once wholesale pricing, subscriptions and B2B rules get complex. The decision rests on how complex your B2B2C model is, not on the subscription price.
What each option costs, line by line
Figures are 2026 estimates for a brand with USD 6.5 M in online revenue, 300 SKUs, a wholesale portal and replenishment subscriptions.
| Item | Shopify Plus | Custom build |
|---|---|---|
| Platform subscription | From USD 2,300 a month | USD 0 |
| Variable fees on sales | 0.25 to 0.6% of revenue | 0% (excluding payment processor fees) |
| Setup (theme, integrations, migration) | USD 65,000 to 130,000 | USD 130,000 to 240,000 |
| Third-party apps (subscriptions, reviews, B2B, loyalty) | USD 1,600 to 3,300 a month | Features built and owned |
| Maintenance retainer | USD 2,200 to 3,300 a month | USD 3,300 to 6,500 a month |
| Hosting and CDN | Included | USD 900 to 1,600 a month |
| Time to launch | 3 to 4 months | 4 to 8 months |
| Code ownership | Theme and custom code, not the platform | Full |
3-year total cost: two worked scenarios
| 36-month component | Shopify Plus (median scenario) | Custom (median scenario) |
|---|---|---|
| Setup | USD 100,000 | USD 190,000 |
| Subscription | USD 82,800 | USD 0 |
| Variable fees (0.4% of USD 6.5 M a year) | USD 78,000 | USD 0 |
| Third-party apps (USD 2,400 a month) | USD 86,400 | USD 0 |
| Maintenance (USD 2,700 or 5,000 a month) | USD 97,200 | USD 180,000 |
| Hosting (USD 1,200 a month) | USD 0 | USD 43,200 |
| 3-year total | USD 444,400 | USD 413,200 |
The gap of about USD 31,200, or 7%, is small. It reverses if revenue stalls or you keep apps to a minimum, and it widens in favour of custom above USD 10 M in online sales, because Shopify's variable fees scale with volume.
The real criterion: your wholesale and subscription rules
| Business need | Shopify Plus | Custom build |
|---|---|---|
| Wholesale pricing by catalogue | Native via B2B on Shopify | Native |
| Tiered discounts and retailer-specific shipping terms | Possible, with advanced setup | Native, any logic |
| Consumer replenishment subscriptions | Via app, 1 to 3% fees depending on tool | Native |
| Minimum order and case-pack quantities | Partial | Native |
| Net-30 terms for salons and spas | Native in B2B, with limits | Native, tied to ERP |
| Batch traceability (cosmetics requirement) | Via app or ERP | Native in the database |
If your retailers fit into 3 or 4 price lists and subscriptions stay simple, Shopify Plus is enough. If you manage terms by channel (pharmacies, salons, export distributors), batch traceability and variable-content subscriptions, a custom build avoids stacking 8 to 12 apps.
Mini case study
Megan, head of e-commerce at a skincare brand in New York, runs USD 6.5 M in online sales, 35% of it through 420 salons and spas. On Shopify Plus her scenario costs USD 444,400 over 3 years, with 9 apps to maintain and a B2B setup that cannot handle her channel-specific shipping terms: her team spends 12 hours a week on manual re-entry, about USD 31,000 a year at USD 50 an hour. With a custom build at USD 413,200 over 3 years, that re-entry disappears: the real gap rises to about USD 124,200 over the period. The trade-off is a 6-month launch instead of 4, which she absorbs by keeping the current site live until cutover.
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FAQ
Is Shopify Plus really USD 2,300 a month?
That is the published 2026 entry price on an annual term. Above a certain volume, Shopify charges a percentage of revenue instead, and variable fees of 0.25 to 0.6% apply depending on the payment method.
Is custom riskier?
The risk lies in the 4 to 8 month timeline and dependence on the development team. It is managed through documented code, a repository you own and a contracted maintenance retainer of USD 3,300 to 6,500 a month.
Can we start on Shopify Plus and migrate later?
Yes, many brands do so above USD 10 M in sales. Migration then costs USD 45,000 to 90,000, which belongs in your calculation.
Which option is better for SEO?
Both reach a very good level. Custom gives more freedom over URLs and load times, often under 1.5 seconds on mobile.
Do we also need an ERP?
Above USD 5 M in sales, yes in both cases, for inventory, batches and accounting. The connector costs USD 11,000 to 33,000 depending on the ERP.
Let's scope your project. Share your online revenue, wholesale share and subscription rules: we will model the 3-year total cost of both options and price the chosen solution, USD 130,000 to 240,000 for a custom build. Detailed quote within 48 h at kolonell.com/en/devis-gratuit. 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.
