A shop platform like Shopify or a custom online shop?
Updated: 2026-11
For most online shops a standard platform like Shopify is the better choice: fast, proven, with payments, taxes and apps from one source. A custom shop pays off when the business model does not fit a standard system, for example complex configurators, B2B pricing logic, subscriptions with special rules or deep integration with your own systems.
Anyone planning an online shop often hears two opposite pieces of advice: “use Shopify” and “build it properly”. Both are right in their context. We say openly that in many cases we recommend the first option, even though we could build the second.
The decision depends less on shop size than on how much own logic the business needs.
Head to head
| Criterion | Shop platform like Shopify | Custom online shop |
|---|---|---|
| Time to launch | Short, with templates and ready features. | Longer, because every feature is built. |
| Running costs | Monthly fees and app subscriptions, transaction fees depending on plan. | Hosting, maintenance and evolution. |
| Own logic | Limits in special cases, solved via apps. | Any pricing, configuration and process logic. |
| Integration | Many standard connectors, limits with special systems. | Direct connection to ERP, warehouse or business systems. |
| Dependency | Tied to the platform’s prices and rules. | Full control of code and data. |
| Performance and SEO | Solid base, limits on structure and load time. | Full control of structure, load time and data. |
When Shop platform like Shopify wins
- —The range and buying process match what shop platforms provide out of the box.
- —A fast start and low fixed costs matter more than custom features.
- —Nobody is meant to look after custom software long term.
When Custom online shop wins
- —Products are configured, calculated or made to order, with logic apps cannot handle.
- —B2B customers have individual prices, quotas or approval processes.
- —The shop is part of a larger platform, for example with a customer portal or subscription logic.
- —At high volume the fees of a standard system exceed the cost of an own solution.
Our take
If in doubt, start with a standard platform and invest in content, product data and visibility. A custom shop makes sense when you can name concretely which business logic the standard system prevents.
A middle way is a standard backend with your own website in front. It pays off when content and visibility matter more than the shop functions themselves.
Parent service: Website Development
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FAQ
Do you build Shopify shops?
Our focus is custom web applications. For pure standard shops we often recommend specialised Shopify partners and help with requirements and selection.
What is a headless shop?
A shop backend whose data is displayed by your own website, combining proven shop functions with full control over design and load time.
What about accessibility?
Anyone selling to consumers in the EU must meet the European Accessibility Act requirements since June 2025, whichever system is used.