The verdict in three sentences
For B2B e-commerce in 2026, Shopify Plus costs about 2,000 EUR/month plus B2B apps, while custom development requires 40,000 to 100,000 EUR in initial build. Shopify wins to launch fast with standard B2B rules; custom wins once pricing logic, ERP and workflows fall outside the box. The deciding factor isn't price but the level of business specificity and the lock-in risk.
Costs compared over three years
Shopify shows a low entry cost but accumulating recurring fees (subscription + apps + commissions). Custom flips it: big build, contained recurring.
| Line item | Shopify Plus B2B (3 yrs) | Custom (3 yrs) |
|---|---|---|
| Build / setup | 12,000 | 70,000 |
| Platform subscription | 72,000 | 0 |
| B2B apps (pricing, accounts, ERP) | 21,600 | 0 |
| Hosting / infra | included | 14,400 |
| Maintenance / evolutions | 15,000 | 27,000 |
| 3-year total (est.) | ~120,600 | ~111,400 |
Over three years, the gap is small: the choice comes down to features and control, not a few thousand euros.
Shopify's B2B limits
Shopify Plus has strengthened its B2B offering (companies, per-client catalogs and prices, net payment terms), but ceilings remain. Some complex pricing rules, multi-level approval workflows or deep ERP integrations require apps or code, partly recreating the cost of custom — without its freedom.
| B2B need | Shopify Plus | Custom |
|---|---|---|
| Per-client price / grid | Yes (native/app) | Full control |
| Online quotes + negotiation | Third-party app | Native |
| Multi-level approval | Limited | Complete |
| Deep ERP integration | Via connector | Custom |
| Regulatory / data scope | Hosted (lock-in) | Controlled |
| Checkout customization | Limited | Unlimited |
Mini case study
Claire, CFO of a B2B distribution SME in Bordeaux, is torn. Her need: 250 client accounts, standard price grids, 30-day payment. Custom would cost 65,000 EUR; Shopify Plus B2B, 2,000 EUR/month + 400 EUR/month in apps = 28,800 EUR/year.
Over 3 years, Shopify totals ~98,400 EUR (with a light initial build), close to custom. Since her B2B rules stay standard and she wants to launch in 3 months, Shopify wins. But if in 18 months she adds an in-house ERP and approval workflows, app costs climb and the switch to custom becomes worthwhile again. The right reflex: reassess at the first functional ceiling hit.
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FAQ
Does Shopify Plus really handle B2B?
Yes, natively: companies, per-client catalogs and prices, payment terms. For complex rules (negotiated quotes, multi-level approval), you need apps or development, which raises the real cost.
What's the lock-in risk?
On Shopify you depend on the platform, its apps and its fees. Migrating later costs 20,000-60,000 EUR. Custom avoids that lock but requires a team to maintain the foundation.
When does custom clearly win?
Once pricing logic, workflows or ERP fall outside the standard, or beyond a high B2B revenue where fees and subscriptions exceed the cost of a controlled foundation.
How much do B2B apps cost on Shopify?
Expect 300-700 EUR/month combined (per-client pricing, accounts, quotes, ERP connector). Over 3 years, that's 10,000-25,000 EUR often underestimated upfront.
Can we start on Shopify then migrate?
Yes, it's a valid strategy: validate the market on Shopify, then move to custom when volume and complexity justify it. Plan the migration cost and timeline from the start.
Let's scope your project. Describe your pricing rules, ERP and growth horizon, and we'll compare Shopify Plus and custom with hard figures. 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.
