The verdict in three sentences
Below 3M EUR revenue with standard needs, Shopify Plus almost always wins on 3-year TCO. Above that, or if your business logic (customer pricing, ERP, B2B workflows) breaks the mould, custom becomes profitable despite a 2-3x higher upfront cost. The real question is not the build price but the 3-year total cost including commissions.
The two scenarios, costed
Shopify Plus charges a floor subscription plus a commission on revenue if you don't use Shopify Payments. Custom removes the commission but adds infra and maintenance.
| Item (2026) | Shopify Plus | Custom |
|---|---|---|
| Initial build | 15,000-40,000 EUR | 40,000-100,000 EUR |
| Platform subscription | 2,300 EUR/month | 0 EUR |
| Infra / hosting | included | 300-1,000 EUR/month |
| Non-Shopify-Payments fee | 0.15-0.60% of revenue | 0% |
| Evolutive maintenance | 500-1,500 EUR/month | 1,500-4,000 EUR/month |
| Time to launch | 2-4 months | 3-7 months |
The Shopify fee looks small as a percentage, but it weighs heavily on high revenue. That is the tipping point of the calculation.
3-year TCO by revenue
| Annual revenue | 3-year TCO Shopify Plus | 3-year TCO custom | Recommendation |
|---|---|---|---|
| 500,000 EUR | ~110,000 EUR | ~160,000 EUR | Shopify |
| 1,500,000 EUR | ~135,000 EUR | ~175,000 EUR | Shopify |
| 3,000,000 EUR | ~175,000 EUR | ~195,000 EUR | Tie / case by case |
| 6,000,000 EUR | ~250,000 EUR | ~220,000 EUR | Custom |
| 12,000,000 EUR | ~400,000 EUR | ~270,000 EUR | Custom |
2026 order-of-magnitude estimate, excluding Shopify Payments and heavy integrations. The curve inverts around 3-6M EUR revenue.
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Mini case study
Thomas runs a DNVB fashion brand in London, 4.2M EUR revenue in 2026, with strong personalisation needs (product configurator, custom loyalty). On Shopify Plus he pays 27,600 EUR/year in subscription plus roughly 12,000 EUR/year in fees and apps, about ~120,000 EUR over 3 years, build included. Custom: a 70,000 EUR build plus 30,000 EUR of run over 3 years, about ~100,000 EUR. A gap of 20,000 EUR in favour of custom, and he regains full control of his configurator. Verdict: custom justified.
FAQ
What does Shopify Plus actually cost per month in 2026? The floor is about 2,300 EUR/month on an annual commitment, plus apps (100-800 EUR/month) and fees if you don't use Shopify Payments (0.15-0.60% of revenue).
Is custom always more expensive? Upfront yes, with a 40,000-100,000 EUR build. But with no platform subscription or commission, it becomes cheaper on TCO above roughly 3M EUR annual revenue.
How long does a rebuild take? Expect 2-4 months on Shopify Plus and 3-7 months custom, depending on integrations (ERP, PIM, marketplaces).
Can you migrate from Shopify to custom later? Yes, but budget for data migration and 301 redirects. A migration costs 12,000-35,000 EUR: better to choose right from the start.
Do apps cost extra? Almost always. A realistic Shopify stack adds 100-800 EUR/month of apps (reviews, loyalty, subscriptions, ERP connector).
Let's scope your project. Give us your current revenue, your stack and your top 3 personalisation needs, and we'll cost the 3-year TCO of both options. 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.
