The verdict in three sentences
For B2B e-commerce in Amsterdam in 2026, Shopify Plus (2,000 to 2,500 EUR/month + apps + 30,000 to 70,000 EUR integration) wins on time-to-market and pooled run. Custom (40,000 to 110,000 EUR + support 12 to 18%/year) wins on fine B2B logic, code ownership and zero commission. The tipping point is your B2B rule complexity and volume: past a certain revenue, Shopify fees weigh more than support.
Two opposite economic models
Shopify is a subscription: you rent a ready platform and add paid apps for advanced B2B functions. Custom is an asset: you pay the build once, then maintenance. Here are the 2026 parameters in Amsterdam.
| Criterion | Shopify Plus | Custom |
|---|---|---|
| Entry cost | 30,000 - 70,000 EUR | 40,000 - 110,000 EUR |
| Subscription / run | 2,000 - 2,500 EUR/month | 250 - 800 EUR/month |
| Annual support | included (excl. apps) | 12 - 18% of build |
| B2B apps (monthly) | 300 - 900 EUR | — |
| Code ownership | no | yes |
| Fine B2B logic | limited by apps | full |
| Time-to-market | 2 - 4 months | 4 - 8 months |
3-year TCO and decision matrix
Adding subscription, apps and integration, the gap narrows fast. Here is a projection for a mid-size Amsterdam B2B e-commerce.
| Line item (3 years) | Shopify Plus | Custom |
|---|---|---|
| Build / integration | 50,000 EUR | 75,000 EUR |
| Platform subscription | 81,000 EUR | — |
| B2B apps | 21,600 EUR | — |
| Run / hosting | — | 18,000 EUR |
| Support (3 years) | — | 27,000 EUR |
| 3-year total | 152,600 EUR | 120,000 EUR |
Decision matrix: choose Shopify to launch fast, with standard B2B rules and a small team. Choose custom if your negotiated pricing is complex, volume is high, and code ownership matters to your valuation.
Mini case study
Sophie, head of a medical-equipment trader in Amsterdam, is torn. Her target online B2B revenue is 1.8M EUR/year. On Shopify Plus, negotiated-pricing and credit apps cost her 600 EUR/month (7,200 EUR/year) on top of the subscription. Over 3 years, custom comes out ~32,600 EUR cheaper in our projection and leaves her a resellable asset. Because her per-reseller price grids are very specific, she picks custom, even at a 2-month later start.
FAQ
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Does Shopify Plus really handle B2B?
Yes, via its B2B offer and apps, but complex rules (crossed tier pricing, conditional credit) quickly hit app limits, billed 300 to 900 EUR/month.
At what volume does custom pay off?
Once subscription + apps durably exceed custom support: in our projection, custom overtakes over 3 years for a mid-range B2B e-commerce.
How long to launch on Shopify?
Between 2 and 4 months with integration, versus 4 to 8 months custom. Shopify remains unbeatable on time-to-market.
Who owns the code and data?
With custom, everything is yours. On Shopify you rent the platform and depend on its roadmap and commission policy.
Can we migrate from Shopify to custom later?
Yes, but budget for data migration and a rebuild: better to choose from the start against your 3-year horizon.
Let's scope your project. Send us your target B2B volume and pricing rules: we'll build the costed Shopify-vs-custom TCO for your case. 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.
