Shopify vs Custom E-Commerce: Which Should You Choose in 2026?

This is the question we get asked most by e-commerce businesses: should I use Shopify or build something custom?

The honest answer: it depends on what you're selling, how you sell it, and where you want to be in 2 years. Here's the real breakdown — not the affiliate-driven "Shopify is amazing!" posts you'll find elsewhere.

When Shopify Wins

Shopify is the right choice when:

• You're selling physical products with standard checkout flows
• You need to launch fast (days, not months)
• Your catalogue is under 1,000 SKUs and doesn't need complex filtering
• You don't need custom functionality beyond what apps provide
• Your budget is under £5,000 for the initial build

Shopify Costs (Real Numbers)

• Basic plan: £25/month
• Shopify plan: £65/month
• Theme: £0–£350 (one-off)
• Apps: £50–£300/month (adds up fast)
• Custom theme development: £2,000–£5,000
• Total Year 1: £1,500–£9,000

Shopify Limitations

• Transaction fees on non-Shopify Payments (0.5–2%)
• Theme customisation has hard limits
• App dependency creates vendor lock-in
• URL structure is rigid (/collections/, /products/)
• Multi-currency and multi-language cost extra
• Checkout customisation requires Shopify Plus (£2,000/month)

When Custom Wins

Custom e-commerce is the right choice when:

• You need unique checkout flows (subscriptions, bundles, donations, build-your-own)
• Your product catalogue is complex (configurators, variants, B2B pricing)
• You want full control over SEO, URL structure, and page speed
• You're scaling beyond what apps can handle
• Your business model doesn't fit Shopify's assumptions

Custom Costs (Real Numbers)

• Development: £3,500–£15,000 (one-off)
• Hosting: £20–£100/month
• Payment processing: Stripe fees only (1.4% + 20p)
• No app fees, no transaction fees, no platform tax
• Total Year 1: £4,000–£16,000

Custom Limitations

• Longer build time (4–8 weeks vs days)
• You need a developer for changes (or a CMS)
• No app marketplace — features are built, not installed
• Maintenance responsibility is yours

The Hybrid Approach

Many businesses start with Shopify and migrate to custom when they outgrow it. This works if:

1. You start with a clean Shopify setup (not 30 apps bolted on)
2. You export your data properly before migrating
3. You set up 301 redirects for all URLs

We've done this migration multiple times. The typical trigger is when Shopify app costs exceed £300/month or checkout customisation becomes a blocker.

Our Recommendation

Need Help Deciding?

We build both Shopify stores and custom e-commerce platforms. Book a free call and we'll recommend the right approach for your specific situation — no sales pitch, just honest advice.