The verdict in three sentences
For a manufacturer with EUR 8M in revenue selling to both resellers and consumers, the choice rests on 3-year TCO, not on the entry price. WooCommerce stays the cheapest (about EUR 100,000 over 3 years) if B2B is limited to group pricing, Shopify Plus is the fastest to launch but weighs about EUR 196,000 over 3 years, and custom becomes justified as soon as B2B rules (multi-buyer accounts, per-customer pricing, payment terms) are the core of the business. Either way, scope the B2B rules first: that is where 60% of the budget is decided.
Figures are in EUR from a European project; a New York build follows the same structure, with US agency day rates typically 20 to 40% higher.
The three options against B2B and B2C needs
B2C needs a fast journey, one-click payment and marketing tools. B2B needs company accounts with several buyers, negotiated prices, minimum order quantities, 30 or 60-day terms and reorder lists. The three platforms do not cover these needs in the same way.
| Criterion | Shopify Plus | WooCommerce | Custom |
|---|---|---|---|
| Setup cost | EUR 30,000 to 60,000 (integrator) | EUR 20,000 to 50,000 | EUR 80,000 to 180,000 |
| Platform subscription | USD 2,300 per month | EUR 0 (open source) | EUR 0 |
| Sales commission | 0.15 to 0.25% depending on gateway | 0% (excluding bank fees) | 0% (excluding bank fees) |
| Hosting | Included | EUR 100 to 400 per month | EUR 150 to 500 per month |
| B2B multi-buyer accounts | Native, with customisation limits | Paid extensions | Fully tailored |
| Per-customer pricing and terms | Native via B2B catalogues | Extensions, sometimes fragile | Unlimited business rules |
| Time to launch | 2 to 4 months | 3 to 4 months | 5 to 7 months |
3-year TCO for EUR 3M in online sales per year
Assumption: EUR 3M in online sales per year (B2B and B2C combined), an experienced integrator, regular improvements. 2026 orders of magnitude, excluding bank fees common to all three options.
| 3-year item | Shopify Plus | WooCommerce | Custom |
|---|---|---|---|
| Setup | EUR 45,000 | EUR 40,000 | EUR 130,000 |
| Subscription (USD 2,300 per month) | EUR 76,000 | EUR 0 | EUR 0 |
| Commissions (0.2% of EUR 9M) | EUR 18,000 | EUR 0 | EUR 0 |
| Apps and extensions | EUR 27,000 | EUR 6,000 | EUR 0 |
| Hosting | EUR 0 | EUR 9,000 | EUR 14,400 |
| Maintenance and improvements | EUR 30,000 | EUR 45,000 | EUR 60,000 |
| 3-year TCO | EUR 196,000 | EUR 100,000 | EUR 204,400 |
At equal volume, Shopify Plus and custom converge over 3 years. The difference shows afterwards: over 5 years, the Shopify subscription and commissions keep growing with sales, while the custom build is amortised.
Which option for which profile
| Manufacturer profile | Recommended option | Main reason |
|---|---|---|
| B2C-led, simple B2B (one reseller price list) | WooCommerce | Lowest cost, rich ecosystem |
| Fast launch, autonomous marketing team | Shopify Plus | Live in 2 to 4 months, little technical upkeep |
| B2B-led, per-customer pricing, central ERP | Custom | Uncompromised business rules, no commission |
| Over 5,000 SKUs and a product configurator | Custom | Specific performance and product logic |
| Initial budget under EUR 40,000 | WooCommerce | Only realistic option in that envelope |
Mini case study
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Julien, e-commerce director of a commercial furniture manufacturer (EUR 8M revenue), targets EUR 3M in online sales, 70% of it with 450 resellers. Each reseller has its own price list and payment terms. On Shopify Plus he would need 3 B2B apps at about EUR 250 a month each, plus workarounds for 60-day terms. With a custom build at EUR 130,000, he avoids EUR 94,000 in subscription and commissions over 3 years and recovers about 1.5 days a week of manual reseller order entry, close to 75 days a year. At EUR 400 per loaded day, that is EUR 30,000 a year in additional savings, which tips the calculation towards custom from year three.
FAQ
Does Shopify Plus really handle B2B in 2026?
Yes, with native B2B catalogues, company accounts and payment terms. Limits appear with very specific rules, for example more than 3 stacked discount levels or terms per delivery location.
Can WooCommerce handle EUR 3M in sales?
Yes, with dedicated hosting at EUR 200 to 400 a month and well-chosen extensions. Beyond 10,000 orders a month, performance requires serious optimisation.
Why does custom cost EUR 80,000 to 180,000?
Because it includes the full B2B logic, ERP integration and dedicated reseller and consumer interfaces. The range depends mostly on the number of pricing rules and the ERP to connect.
Can we migrate from one platform to another later?
Yes, but a migration usually costs 30 to 50% of the initial project and takes 2 to 3 months. Better to choose based on your 3-year target.
Do we need two separate sites for B2B and B2C?
No, a single site with separate areas is enough in most cases. It cuts maintenance by about 30% compared with two sites.
Let's scope your project. Share your target online revenue, your B2B share and your ERP and we will compare the three options on your case, with a 3-year TCO and a timeline. 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.
