How much does a Shopify store really cost? A line-by-line breakdown

Nico Bértolo · 2026-09-23

In short

  • A Shopify store has two kinds of cost: fixed monthly costs (plan and apps) and the initial investment (design and development).
  • The most expensive mistake isn’t overspending at launch: it’s piling up apps and patches that slow the store down.
  • Before asking for quotes, define what you need to sell and to whom. It’s what changes the price the most.

Asking how much a Shopify store costs is like asking how much a shop costs: it depends on whether you rent an empty unit or get one furnished and ready to sell. Here’s the breakdown we give anyone who asks, with guideline ranges.

Fixed costs: what you pay every month

  • Shopify plan: the foundation of the store. Basic plans start at a few tens of euros a month; check the current pricing on Shopify’s website, as it changes.
  • Transaction fees: they depend on the plan and on whether you use Shopify Payments or an external gateway.
  • Apps: reviews, email, filters, subscriptions… This is the line that gets out of hand most. A healthy store usually has few, well-chosen apps.
  • Domain and professional email: a small cost, but essential.

Rule of thumb: every app you install adds a monthly cost and often extra weight to the store. Before installing one, ask whether your theme already solves it.

The initial investment: design and development

  • Paid theme + tweaks: The fastest option. Good for validating, but your store will look like many others.
  • Custom design: Architecture and pages built around your customer. This is where conversion is won.
  • Migration + redesign: For stores already selling on another platform: includes data, SEO and redirects.

The price gap between these options is big, and so is the gap in results. A tweaked theme can cost little upfront and a lot in lost sales if the product page or checkout don’t convince.

The costs almost nobody budgets for

  • Product photography: without good images, no design can save the product page.
  • Copy: descriptions, help pages and emails. Someone has to write them.
  • Maintenance: updates, seasonal changes and the small tweaks that come up every month.
  • Email marketing: setting up the core flows takes work, but it’s among the most profitable.

Where to save and where not to

  1. Save on apps: Start with the minimum and only add what solves a real problem you already have.
  2. Don’t save on the product page: It’s the page where the purchase is decided. Every euro invested here shows in sales.
  3. Don’t save on speed: A slow store on mobile loses customers before they even see the product.
  4. Negotiate scope, not price: Better a smaller store done well than a big one done halfway.

The useful question isn’t how much the store costs, but how much every month it doesn’t convert is costing you.

Nico Bértolo, 224

Frequently asked questions

Can I build a Shopify store myself?

Yes, Shopify is designed for that. The challenge isn’t technical but conversion: getting the store to sell. That’s where custom design makes the difference.

How long does a custom Shopify store take?

With a clear scope, around five weeks on average from kick-off to launch.

Is WooCommerce cheaper than Shopify?

The licence is, but hosting, security, plugins and maintenance usually match or exceed Shopify’s cost in the medium term.