Beyond the webshop itself, there is usually more to consider, from stock to assortment. On applatenmaken.com you can see which retail and e-commerce software we also build.
How much does a webshop cost?
From a compact webshop on an off-the-shelf platform to a fully custom e-commerce platform with dozens of integrations: the cost of a webshop varies enormously. This article explains which factors account for that difference, so you can set a realistic budget before requesting a quote.
No standard price, but a spectrum
Asking what a webshop costs is like asking what a house costs. The answer depends entirely on the layout, the finish and how much needs to be custom built. A compact webshop with a handful of products and a standard payment integration is a fundamentally different project from a platform that synchronises stock with an ERP system, sells in multiple currencies and processes large volumes of orders every day.
The biggest cost variable is not the platform itself, but the degree of customisation and the number of integrations with existing systems. A webshop that stands alone, without integration with an external stock system, is relatively straightforward to deliver. Once the shop has to communicate with an ERP package, an accounting system, several shipping partners and customer-specific pricing agreements, the complexity grows and so does the investment. The principle is similar to what we describe in custom software development: the deeper the integration, the larger the share of custom work in the overall budget.
The choice between an off-the-shelf platform and a fully bespoke system also plays a role. Platforms such as WooCommerce and Shopify provide much of the core functionality out of the box, such as the basket, checkout and product catalogue, which makes them a good starting point for most webshops. For more complex trading processes, for example customer-specific prices, subscriptions or bespoke accounting logic, a more bespoke solution is often a better fit. The same trade-off between platform and custom build applies to building a SaaS platform.
Three typical budget levels for an online shop
The overview below gives a realistic picture of what to expect at each budget level. It is indicative only: every project is bespoke, and the final investment depends on your product range, your systems landscape and your ambitions.
Off-the-shelf platform with a custom setup
An online shop built on a proven platform such as WooCommerce or Shopify, with a bespoke design and setup that reflects your brand. Suitable for businesses that want to start selling online quickly without compromising on appearance.
- Custom-designed theme, not a standard template
- Standard payment and shipping integrations
- Product catalogue with categories and filters
- Basic stock management within the platform
- SEO basics and analytics
Custom online shop on a flexible platform
A webshop built on a flexible platform, extended with custom functionality and integrations with your business systems. Think of synchronisation with stock or ERP, customer-specific pricing and more advanced product and filter logic.
- Integration with an ERP or stock system
- Customer-specific prices and volume discounts
- Extended product and variant structure
- Advanced filter and search logic
- Integrations with multiple payment and shipping partners
- Custom checkout flow
Fully bespoke e-commerce platform
A fully bespoke e-commerce platform for organisations with complex trading processes: multiple sales channels, countries or currencies, high visitor volumes, and both B2B and B2C customers side by side.
- Integration with a PIM for product data at scale
- Multi-channel, multi-country and multi-currency selling
- B2B and B2C variants within the same platform
- Advanced logistics and order fulfilment
- High performance and scalability requirements
- Ongoing development and maintenance
Six factors that determine the cost of an online shop
Every online shop project is unique. Nevertheless, there are six factors that influence the budget in almost every project. We explain below how each factor affects the overall cost.
Number of products and complexity of product data
A shop with a few dozen products is simpler to set up than a catalogue with thousands of items, each with multiple variants in size, colour or specification. Complex product data, such as technical specifications or configuration options, requires more effort in data modelling and presentation.
Number and type of integrations
Integrations with an ERP package, a stock system, payment providers and shipping partners each add their own complexity. Every integration requires API development, error handling and often coordination with the vendor of the connected system.
Bespoke development versus platform extensions
Much platform functionality can be configured with existing extensions. Once your business process deviates from the standard, bespoke development is needed. Also consider how dependent you become on the platform itself: extensive custom logic on a closed SaaS platform can later create lock-in with that vendor.
Custom design and UX work
An online shop designed entirely to measure, with bespoke product pages, a carefully developed checkout flow and attention to conversion, requires more design and development time than a setup within an existing theme.
Multilingual and multi-currency support
Are you selling in more than one country? Then there is more to consider than translation alone. Think about local payment methods, different VAT rules, price display in different currencies and, sometimes, a separate stock administration per region.
Ongoing costs after go-live
Alongside the build costs, there are ongoing costs for hosting, platform updates, security and further development. These costs rise as the platform takes on more integrations and custom work, so they deserve a place in your total budget.
Three routes: platform with theming, custom development on a flexible platform, or fully custom
There are broadly three ways to build an online shop. Each has its own characteristics in terms of budget, flexibility and management.
| Aspect | Platform with theming | Custom development on a flexible platform | Fully custom e-commerce |
|---|---|---|---|
| Initial budget | Low, based on platform costs and setup | Medium, platform core plus custom layers | High, full development from the ground up |
| Ongoing costs | Platform and plugin costs, hosting | Hosting, maintenance of custom layers and platform updates | Hosting, infrastructure and ongoing further development |
| Flexibility | Limited to platform and plugin capabilities | Flexible where it matters, with the platform as a foundation | Fully tailored |
| Speed of delivery | Relatively quick to deliver | Moderate, depending on the scope of custom work | More phases needed due to full development |
| Depth of integration | Standard integrations and well-known plugins | Extendable with custom APIs | Unlimited |
| Suitable for | Start-ups or compact online shops | Growing organisations with specific processes | Complex, large-scale trading processes |
Appfront often takes the middle route: we use a proven platform as the foundation, for example when building a WooCommerce webshop, and build custom integrations and business logic around it. This gives you a solid base with the freedom to integrate deeply with your systems. For a full overview of our approach, see our webshop development service page.
Ongoing costs: don't forget the running costs
The build costs are only the starting point. A webshop that goes live brings monthly operating costs with it. This is often underestimated in the initial budgeting.
Fixed costs
- Hosting and infrastructure, scaled to visitor numbers
- Platform and plugin licences or subscription fees
- SSL certificates and domain management
- Monitoring and security updates
Variable costs
- Content management for new products or collections
- Adjusting integrations when changes are made to your ERP or stock system
- Further development based on user behaviour and conversion analysis
- Platform upgrades and compatibility work for new versions
A good rule of thumb is that monthly running costs are a fraction of the initial build cost. The exact ratio depends on the number of integrations and the size of your catalogue. At Appfront, we combine the initial build with ongoing management through our webshop development service, so your webshop keeps performing after launch.
How does a webshop project work?
A webshop project typically runs through five phases. In each phase there is a clear moment to review the scope and budget.
Discovery and scope definition
We map out your product range, the integrations you need and your sales channels. The result is a functional design with a clear scope and budget range.
Platform choice and architecture
Based on your requirements, we determine whether an off-the-shelf platform, an extended platform variant or fully custom software is the best fit. The integration strategy with your existing systems is also worked out at this stage.
Design and development
The webshop is designed and built: product catalogue, checkout flow, integrations and any client-specific logic. This includes a staging environment to test everything before it goes live.
Testing and data migration
Existing product data and customer details are migrated and checked. We test order flows, payment and shipping integrations, and edge cases such as stock shortages or price changes.
Go-live and continuous development
Following go-live, there is a period of focused monitoring and optimisation. We analyse conversion bottlenecks and expand the webshop step by step, based on real usage data.
Frequently asked questions about webshop costs
After handover, you pay for hosting, any platform or plugin licences, and usually some form of maintenance. For a webshop with many integrations and custom work, these costs are higher than for a compact shop with basic functionality. A support contract covering updates, integrations and further development is advisable to keep the shop running smoothly.
Yes. Many clients start with a webshop on a platform such as WooCommerce or Shopify and expand it step by step with integrations and custom functionality as the business grows. A phased approach limits risk and lets you decide, based on real sales data, which extensions deliver the most value.
WooCommerce and Shopify are platforms with ready-made core functionality for the basket, checkout and product management, which can be supplemented with plugins and a custom theme. A fully custom webshop is built from the ground up around your specific business processes, without the constraints of a platform structure. The right choice depends on how far your processes deviate from the standard.
A catalogue with many products and variants requires more work in data modelling, filtering and search functionality. For large catalogues, a dedicated product information system is often used to keep the data manageable, which affects the complexity and therefore the budget.
Yes, multilingual and multi-currency support adds extra work. Beyond translation, it involves local payment methods, different VAT rules per country and sometimes separate stock administration per region. How much this adds depends on the number of countries and how much processes differ from market to market.
It can, but it requires careful design. B2B customers often need customer-specific pricing, quote requests and bulk ordering, whereas B2C customers benefit most from a simple checkout. A webshop serving both typically combines platform functionality with custom logic to serve both customer groups well.
The most common integrations are with payment providers, shipping partners, a stock or ERP system, and accounting software. Each integration adds its own complexity: authentication, error handling and coordination with the documentation of the connected system.
Cost estimate for your webshop project?
We are happy to help you choose the right approach and the associated budget. In a no-obligation conversation, we map out your product range and systems landscape and give you a realistic estimate, with no strings attached.