The verdict in three sentences
Shopify Plus wins when you want to launch fast, with few unusual B2B rules and moderate volume: predictable cost, outsourced maintenance. Custom wins as soon as your processes (credit lines, negotiated pricing, ERP, approval workflows) require specific code and your volume amortises a 40,000 to 120,000 EUR build. Over 3 years, the tipping point sits around 90,000 - 110,000 EUR of cumulative cost: below it, rent; above it, build.
3-year TCO: the deciding table
Let's compare a realistic scenario for an SME selling to professionals, with progressively growing online order volume.
| Item (3 years) | Shopify Plus | Custom |
|---|---|---|
| Initial build / setup | 8,000 EUR (theme + integration) | 75,000 EUR |
| Platform subscription | 2,300 EUR x 36 = 82,800 EUR | Hosting 400 EUR x 36 = 14,400 EUR |
| Commissions (0.4% on 1.5M EUR/year) | ~18,000 EUR | 0 EUR |
| Apps / modules | 500 EUR x 36 = 18,000 EUR | Included |
| Maintenance / evolutions | Included | ~33,000 EUR (15%/year) |
| 3-year total | ~126,800 EUR | ~122,400 EUR |
| Code ownership | No | Yes |
When to stay on Shopify, when to go custom
Volume alone doesn't decide: the weight of B2B rules matters just as much. Here's a decision grid.
| Criterion | Stay on Shopify Plus | Go custom |
|---|---|---|
| Orders per year | < 20,000 | > 40,000 |
| Negotiated per-account pricing | Standard (apps) | Complex tiers, stepped discounts |
| Credit / terms-based payment | Basic | Core of the model |
| ERP integration | Existing connector | Custom, real-time |
| Approval workflows | Simple | Multi-level |
| Time-to-market | Strong priority | Secondary |
| Available budget | Monthly spread | Capex possible |
Mini case study
Sophie, owner of a pro supplies wholesaler, does 1.5M EUR in online sales, with 180 accounts on negotiated pricing and a need for 30-day credit terms. On Shopify Plus, credit and pricing apps cost her 700 EUR/month and stay limited. By moving to a 72,000 EUR build, she integrates her Cegid ERP, automates credit and drops 15,000 EUR/year in apps. Net saving from year 2, plus a 9% higher average basket thanks to smart reordering.
FAQ
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At what volume does custom become profitable?
As a 2026 order of magnitude, beyond 1.2 - 1.5M EUR of annual online sales with strong B2B rules, the 3-year TCO leans toward custom. Below that, Shopify Plus stays cheaper.
Does Shopify Plus really handle B2B?
Yes, via Shopify B2B (catalogues, per-company prices, accounts). But complex cases (sharp credit management, in-house ERP, multi-level approvals) require apps or code, which erodes the price advantage.
Is Shopify lock-in a real risk?
It's mainly an exit cost: migrating data, theme and integrations to another platform represents 15,000 to 40,000 EUR. Custom avoids that risk at the price of an upfront capex.
Can we go custom without hiring an in-house team?
Yes, through an agency on a build + maintenance model. You own the code without carrying a permanent dev team; maintenance covers evolutions.
How long to migrate from Shopify to custom?
Expect 4 to 7 months depending on catalogue, order history and integrations. A progressive switchover (dual run) reduces commercial risk.
Let's scope your project. Give us your annual volume, your key B2B rules and your current stack: we'll produce a costed 3-year Shopify vs custom TCO. 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.
