The verdict in three sentences
For a fashion brand in London with EUR 6 million in online revenue, Shopify Plus remains the cheaper option over 3 years, with a total cost of about EUR 250,000 versus nearly EUR 390,000 for a headless custom build. Headless becomes rational when the stockist B2B portal, multi-country logic or brand experience create constraints that Shopify apps work around poorly and expensively. There is a middle path: Shopify Plus as back office with a headless front end, around EUR 120,000 to 160,000.
Total cost over 3 years: the real 2026 numbers
The calculation below assumes stable online revenue of EUR 6 million and comparable payment fees in both cases (about 1.5 to 2% of revenue), so they are excluded.
| Item | Shopify Plus | Headless custom | Comment |
|---|---|---|---|
| Initial build | EUR 60,000 to 100,000 | EUR 110,000 to 230,000 | Custom theme vs Next.js front + commerce back end |
| Platform subscription | USD 2,300/month, about EUR 25,500/year | EUR 0 | Headless pays for hosting and services |
| Variable fee on revenue | 0.25%, i.e. EUR 15,000/year | EUR 0 | Depending on the Shopify Plus contract |
| Apps or third-party services | EUR 500 to 2,000/month | EUR 1,500 to 3,500/month | Reviews, search, CMS, PIM, hosting |
| Maintenance and enhancements | EUR 2,000 to 4,000/month | EUR 3,500 to 6,000/month | Agency or in-house team |
| 3-year total (median scenario) | about EUR 250,000 | about EUR 390,000 | Gap of about EUR 140,000 |
This EUR 140,000 gap is 0.8% of cumulative revenue over 3 years. A 0.2-point mobile conversion gain at constant basket size is enough to offset it. The whole decision comes down to one question: does the custom build deliver that gain?
The criteria that tip the balance
| Criterion | Shopify Plus | Headless custom |
|---|---|---|
| Time to launch | 3 to 5 months | 6 to 9 months |
| Mobile performance (LCP) | 2 to 3 s with an optimised theme | 1 to 1.8 s with static rendering |
| B2B portal for 120 stockists | Native Plus B2B, limits on complex pricing | Free rules: price lists, minimums, pre-orders |
| Multi-currency and export (30% of revenue) | Shopify Markets, simple and fast | More flexible, but everything must be built |
| Lookbook, editorial, storytelling | Fine with sections, quickly constrained | Full freedom, headless CMS |
| Vendor dependency | High: platform pricing and rules | Low: you own code and data |
| Team needed | 1 e-commerce lead + agency | Long-term agency or tech team |
For 120 stockists on uniform terms, Shopify Plus native B2B is enough. For collection pre-orders, per-category minimums and seasonal discounts, a custom build avoids 3 or 4 apps at EUR 300/month each and their conflicts.
The hybrid option: Shopify Plus + headless front end
| Scenario | Initial budget | When to choose it |
|---|---|---|
| Shopify Plus with custom theme | EUR 60,000 to 100,000 | Speed to launch is the priority |
| Shopify Plus + headless front (Hydrogen or Next.js) | EUR 120,000 to 160,000 | Strong brand experience, simple back office |
| Full headless (Medusa, commercetools, custom) | EUR 110,000 to 230,000 | Complex B2B, multi-brand, independence |
| Stay on standard Shopify | EUR 20,000 to 40,000 | Online revenue under EUR 1.5 million |
Mini case study
Charlotte, CEO of a ready-to-wear brand in London, generates EUR 6 million online with a 1.6% mobile conversion rate. Mobile accounts for 75% of 380,000 monthly visits.
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If a headless front lifts mobile conversion from 1.6% to 1.9%, with a EUR 110 average basket, the monthly gain is 285,000 visits × 0.3% × EUR 110 = EUR 94,050 in revenue, or about EUR 1.13 million a year. At a 60% gross margin, that covers the EUR 140,000 three-year gap within a few months. If the gain is not proven by a prototype or an A/B test, Shopify Plus stays the rational choice. Charlotte therefore ordered a performance audit and a EUR 15,000 prototype before deciding.
FAQ
Does Shopify Plus handle a stockist portal well?
Yes for company-specific catalogues and prices, payment terms and simple minimum orders. Beyond 5 to 10 overlapping pricing rules, you need apps at EUR 200 to 500/month or custom development.
Is headless always faster?
No, only when it is well built: static rendering, AVIF images, few third-party scripts. A poorly managed headless site can be slower than an optimised Shopify theme at 2.5 s LCP.
How long does a Shopify to headless migration take?
Count 6 to 9 months for full headless, 4 to 6 months for a headless front on Shopify Plus. Mapping URLs and redirects protects about 95% of SEO traffic.
Does the 0.25% variable fee always apply?
It depends on contract and volume, and may drop or disappear when using Shopify Payments. On EUR 6 million it represents EUR 15,000 a year, worth negotiating at signature.
Who maintains a headless custom build?
An agency on a maintenance contract (EUR 3,500 to 6,000/month) or an in-house team of at least 2 people. Without either, the project degrades within 18 months.
Let's scope your project. Send us your online revenue, mobile share and stockist rules: we will compare Shopify Plus, hybrid and headless with a costed 3-year total. 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.
