The verdict in three sentences
When three quotes for the same seafood brand website differ by 8,000 to 40,000 EUR, the gap rarely reflects talent: it reflects what each agency included or left out. The costliest traps are private label and product pages left vague, quality certificates with no secure area and no clause on code and design ownership. Bring every quote back to the same scope, line by line, before comparing a single price.
Typical gaps between quotes
A Dublin brand owner selling canned sardines and mackerel under its own label and as private label to Irish and UK retailers needs a site that reassures buyers and technologists: sourcing, formats, certifications, audit history and private label capacity.
| Item | Low quote | High quote | 2026 market ballpark (Ireland) |
|---|---|---|---|
| Site build | 8 pages | 15 pages | 8,000 to 40,000 EUR |
| Private label section | Not included | Dedicated pages and enquiry form | 1,500 to 5,000 EUR |
| Product pages | Not modelled | 30 structured pages | 30 to 80 EUR per page |
| Gated certificate area | Missing | Password protected, logged | 1,500 to 4,500 EUR |
| Stated timeline | 6 weeks | 14 weeks | 6 to 14 weeks |
| Monthly maintenance | Not stated | 600 EUR | 150 to 600 EUR |
The traps, line by line, and the clause to demand
| Trap | Typical quote line | Clause to demand |
|---|---|---|
| Vague private label scope | Retail section | Number of pages, enquiry fields, who writes the copy |
| Product pages undefined | Catalogue integration | Number of pages, fields per product, spreadsheet import |
| Certificates exposed | Quality page | Secure area, download log, client side updates |
| No ownership | Not mentioned | Code, designs, content and domain assigned on final payment |
| Deadline with no remedy | Delivery in 6 weeks | Milestone plan, remedy if the vendor causes delay |
| Implicit maintenance | 1 month warranty | Monthly price, scope, response time, notice period |
| Captive hosting | First year hosting free | Price from year two, free transfer |
| Unlisted licences | Not listed | Paid themes and plugins, licence holder, annual cost |
Accessibility deserves its own line. The European Accessibility Act applies to many consumer facing ecommerce services in Ireland, so if your site sells to consumers, ask the agency to build to WCAG 2.1 AA and say so in the quote. Personal data from enquiry forms falls under GDPR: request a privacy notice and consent wording as deliverables.
Comparing on a common base
| Comparison line | What you impose on all three agencies |
|---|---|
| Pages | 12, including Quality, Private Label, Sourcing, Contact |
| Products | 30 pages with format, net weight, oil or sauce, shelf life |
| Certificates | Secure area, 10 documents |
| Maintenance | 12 months priced |
| Ownership | Full assignment clause |
| Accessibility | WCAG 2.1 AA stated |
As a nearshore benchmark, Kolonell's prices are 1,830 to 3,050 EUR (1,200,000 to 2,000,000 FCFA) for a Growth site, 8 to 12 pages with a blog in 14 to 21 working days, 40 EUR (25,000 FCFA) per extra page, 230 EUR (150,000 FCFA) for a client area and 114 EUR (75,000 FCFA) a month for Standard maintenance.
Mini case study
Illustrative example: Aoife, owner of a seafood brand in Dublin, receives quotes of 11,000, 19,500 and 36,000 EUR. Levelling the low quote adds a private label section at 3,000 EUR, 30 product pages at 50 EUR, a certificate area at 2,500 EUR and 12 months of maintenance at 300 EUR, reaching 21,600 EUR. The middle quote only lacks maintenance, 12 times 250 EUR, so 22,500 EUR, with ownership already assigned. The real gap shrinks from 8,500 EUR to 900 EUR, and Aoife decides on references and fit.
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FAQ
Why is private label content often excluded?
Because it needs specific copy, an enquiry flow and sometimes NDA wording, roughly 2 to 4 days of work. Ask for page counts and a named copywriter.
Should IFS or BRCGS certificates be public?
Mention them publicly and keep documents in a secure area. Retail technologists can be given access within 24 hours.
What should the ownership clause cover?
Code, designs, text, photos and domain, assigned on final payment. Without it, a 2 hour change can depend on a single vendor.
Is 6 weeks realistic?
For 8 pages, yes. For 12 pages, 30 products and a secure area, plan 10 to 14 weeks.
What should maintenance cost?
About 150 to 600 EUR a month depending on scope, with a written response time and a 1 to 3 month notice period.
Let's scope your project. Send us the quotes you received and your page list, and we will return a clear scope, indicative budget and realistic 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.
