How much does an ecommerce website cost?

Ecommerce website, online store or webshop?

These terms often describe the same general solution, but they are not equally natural in every market. Ecommerce website is the clearest broad term for international search and business content. Online store is natural customer-facing language. Webshop is common in Denmark and parts of Europe, but can sound less natural to an international English-speaking audience.

This guide mainly uses ecommerce website and online store. The important distinction is not the label, but the scope: products, buying flows, data, integrations and ongoing operations.

The short answer: how much does an ecommerce website cost?

There is no single official Danish online shop price. A platform-based store with a standard theme, standard checkout and a few integrations is a different project from a solution with customer-specific B2B prices, ERP synchronisation, several warehouses and a specialised frontend.

It is therefore more useful to ask:

• Which platform should be used?
• How complex are the products and variants?
• Where do product and inventory data exist today?
• Should checkout, shipping or pricing differ from the platform standard?
• Should the online shop integrate with ERP, CRM, inventory or accounting?
• Which ongoing platform, payment and operating costs come with it?

AS Web Solutions currently has no public fixed online shop price. Online shop projects are assessed according to the specific scope because the difference between a standard store and an integration- or B2B-heavy solution can be substantial. The current commercial overview is available on the page about online shop solutions.

Why can two online shops cost so differently?

Compare two projects.

Online shop A:

• 20 simple products
• standard theme
• standard checkout
• one shipping model
• no external integrations

Online shop B:

• 5,000 products
• many variants
• several markets
• ERP and inventory integration
• customer-specific prices
• B2B login
• custom frontend

Both can be called “an online shop”, but the work behind them is fundamentally different. Product count matters, but business logic, data and integrations often matter just as much.

The most important factors affecting the price of an online shop

1. Choice of e-commerce platform

A hosted platform such as Shopify, a WooCommerce solution on WordPress, another established e-commerce platform, headless commerce and a more custom solution all start with different amounts of ready-made functionality.

An established platform can reduce development needs because central commerce features already exist. Custom or headless can provide more control, but requires more development, testing and technical operations. The freedom only makes sense if the standard platform does not solve the requirements well.

If you are comparing Shopify website cost, WooCommerce website cost and custom ecommerce website cost, compare the same scope in each case. The platform licence or subscription is only one part of the total ecommerce development cost.

2. Number of products

100 products are not automatically ten times more expensive to handle than 10.

Important factors include:

• whether products are imported or created manually
• whether the data is already clean and complete
• whether the product structure is consistent
• how many images and attributes exist
• whether the categories have been clarified

A consistent dataset can be easier to import than a smaller dataset with many special rules.

3. Product variants and complexity

Size and colour are simple examples of variants. More complex products may have material, pack size, subscription, add-ons or dependent choices.

A single product with many rules can therefore be technically more complex than many standard products.

The more the choices affect price, inventory, images or which other choices are possible, the more logic the online shop needs to handle.

4. Product data and import

Product data may come from Excel/CSV, an existing online shop, a PIM system, ERP or manual creation.

The work is often more than “import the file”. It may require:

• field mapping
• validation of SKUs and IDs
• duplicate checks
• category mapping
• image linking
• cleaning up descriptions
• handling missing values

A messy product file can require more work than the import mechanism itself.

5. Design

A standard theme normally requires less design and frontend work than a purpose-built interface.

The price difference can come from:

• number of unique layouts
• product cards
• category pages
• product detail pages
• mobile navigation
• custom components
• animations and interactions

Custom design is not automatically better. If a good existing theme supports the brand and buying flow, it may be the right solution.

6. Category and navigation structure

A small range can often work with a few categories. Larger catalogues may require more levels, facets, attributes and a more considered information architecture.

This affects UX, product administration and SEO. A poor category structure can be expensive to fix after thousands of products have been imported.

7. Search and filtering

A simple search box is one thing. Advanced product discovery with autocomplete, typo tolerance, facets, price ranges and a separate search index is another.

When customers primarily find products through search and filters, this part of the solution becomes more business-critical and requires more testing.

8. Checkout

Checkout is one of the most online-shop-specific scope factors.

A standard flow may include:

• guest checkout or login
• address
• shipping
• discount
• payment
• order confirmation

Custom checkout logic increases the scope, especially if price, delivery or payment depends on customer type or order contents. If the platform’s standard flow solves the need, it is often better to keep it.

9. Payment solution

The online shop platform and payment provider are not necessarily the same supplier.

The total cost may therefore consist of:

• technical setup or integration
• subscription
• transaction-related fees
• supported cards or wallets
• any additional payment methods

Specific fees change over time and should be checked directly with the selected payment provider before the budget is finalised.

10. Shipping and delivery

Shipping can be a simple flat rate, but may also include:

• free-shipping thresholds
• parcel shops
• home delivery
• click and collect
• weight-based rules
• several countries
• several warehouse locations

The more shipping depends on product, location and order type, the more configuration and testing are required.

11. VAT, currency and markets

An online shop for one market and one currency has a different scope from an international solution with multiple languages, currencies, market prices and local payment or delivery methods.

Tax and VAT should be assessed based on the business’s specific situation. The technical solution must support the rules clarified by the business and its advisers.

12. Customer login and account

A standard account with an order overview is relatively common. More advanced customer areas may include wish lists, documents, subscriptions, return history or multiple addresses.

The more the account develops from “view my orders” into a workspace for the customer, the closer the project comes to application development.

13. B2B features

B2B can be a major scope driver when the online shop needs to handle:

• customer-specific prices
• discount agreements
• organisations with multiple users
• credit or invoice payment
• order limits
• approval flows
• special product ranges

This does not mean that every B2B shop is advanced. But when rules vary by customer or organisation, the requirements for data, login and business logic increase.

14. Inventory integration

Inventory can be managed directly in the online shop or come from an ERP or inventory system.

Among other things, clarify:

• which system owns the inventory count?
• should synchronisation be real-time or periodic?
• are there several warehouses?
• what happens if the integration fails?

Incorrect inventory data can lead to selling products that cannot be delivered. Error scenarios are therefore part of the scope — not just the API call.

15. ERP and accounting integration

ERP or accounting integration may involve products, prices, customers, inventory, orders and payment or invoice status.

The key question is which system is the source of truth for each data point. If both systems can change the same data without clear rules, conflicts will arise.

The guide about API integrations explained for businesses goes deeper into mapping, sync direction, retries and operations.

16. CRM and marketing integration

An online shop can send customer or event data to a CRM, newsletter or other marketing tools.

But the integration depends on the specific system’s API, access and data model. Do not therefore budget on the assumption that “CRM integration” is one standard task.

17. SEO

“SEO included” can cover very different things.

Technical e-commerce SEO may include:

• product and category URLs
• canonical
• sitemap
• structured data
• redirects
• facets and filter URLs
• internal linking
• performance

Content and SEO strategy may additionally include category copy, product copy, guides, keyword research and ongoing work.

Ask the supplier what “SEO” specifically means in the proposal. More comprehensive technical SEO may be a separate scope.

18. Performance

Online shops can easily accumulate heavy product images, tracking, chat, reviews, search and payment scripts. Performance work may therefore cover images, JavaScript, caching and third-party scripts. High traffic or frontend requirements can make the work more extensive.

19. Tracking and analytics

E-commerce tracking can include product views, add-to-cart, checkout steps, purchases and funnels.

It often requires separate setup and testing because the data must be correct across products, variants and the payment flow. Cookie and consent requirements should be clarified separately based on the specific solution.

20. Migration from an existing online shop

A migration can be a major scope factor and include:

• products and variants
• customers
• orders
• categories
• images
• metadata
• redirects
• product IDs
• integrations

It is rarely just “copy the database”. Data needs to fit the new platform, and old URLs need to be handled deliberately.

Simple platform-based online shop vs. more custom online shop

Neither model wins automatically. The best choice is the least complex solution that reliably supports the necessary business requirements.

Shopify, WooCommerce or custom online shop?

Shopify or another hosted platform

A hosted platform is often strong for standard e-commerce needs, fast launch and a desire for less technical operational responsibility.

The advantage is productised core functionality; the disadvantage can be platform or app dependency for highly specialised logic.

WooCommerce

WooCommerce can be relevant when the business already works in WordPress, when content and commerce need to be closely connected or when the team knows the WordPress ecosystem.

Operations depend heavily on the specific theme, plugins, hosting and maintenance. It can be a good solution when standard features and the plugin ecosystem match the need.

Custom or headless online shop

Custom or headless can be relevant for a highly specific frontend, specialised buying flows or major integration requirements.

In return, development and operational responsibility increase. Custom should therefore be an answer to concrete requirements — not a goal in itself.

When should you not choose a custom online shop?

Custom is probably not the first choice if:

• the online shop has standard needs
• the budget is tight
• a fast launch is important
• the business does not want significant technical operational responsibility
• an established platform already solves almost the entire need
• the product and sales model have not yet been validated

AS Web Solutions’ own online shop service page emphasises that not every online shop should be built from scratch. The platform choice should follow the product, budget, integrations and operations.

When can custom or headless make sense?

It may be relevant for:

• specialised buying flows
• product configurators
• a highly specific frontend
• complex integrations
• B2B pricing logic
• custom customer areas
• an online shop as part of a larger system
• specific requirements for frontend and performance control

The common factor is that the standard platform’s limitation has become a concrete business problem.

Freelancer vs. web agency: does it affect the online shop price?

Yes, the supplier model can affect both the price and what is included.

A freelancer can typically offer direct communication, less organisational overhead and a smaller team. An agency can offer greater parallel capacity and bring together specialists in UX, branding, content, advertising and development, for example.

A freelancer is not automatically cheapest, and an agency is not automatically most expensive for the same result. Compare the actual delivery and staffing. Also see the guide about freelance web developer vs. web agency.

What ongoing costs does an online shop have?

The project price is only one part of the finances.

Possible ongoing costs include:

• platform or hosting
• domain
• payment solution
• transaction-related fees
• apps/plugins
• email
• search tool
• analytics and tracking
• integrations
• support
• maintenance and security updates
• further development
• product data and content
• SEO
• backups

Not every shop has every cost. The point is that the proposal should explain which items the business will pay for after launch.

Transaction fees vs. development price

An online shop can have both a project cost and ongoing costs per transaction or order.

Investigate the payment provider, platform terms, card types, currency and any apps separately. Specific fees should always be checked with the current suppliers because prices and terms can change.

Total cost of ownership for an online shop

Total cost of ownership (TCO) is the total cost over time — not only the launch price.

TCO can include:

• development
• platform and apps
• hosting
• support and maintenance
• integration operations
• further development
• a possible future migration

A cheap launch solution may accumulate many ongoing subscriptions. A custom solution may cost more initially and still require developer expertise after launch.

No model is automatically cheapest over time; compare the economics for your expected use and operations.

Which costs are often overlooked?

The following items are often forgotten in the first scope conversation:

• product images
• product copy
• cleaning up product data
• product import
• migration and redirects
• tracking and feeds
• emails
• shipping setup
• returns system
• apps/plugins
• integrations
• testing
• customer service process
• further development

A good proposal should be clear about both included and excluded scope.

How much does a payment solution cost?

There is no general figure because payment providers and payment methods use different models.

The budget may consist of:

• subscription
• transaction fee
• card-related fees where relevant
• technical integration
• additional payment methods

If a specific fee is important to the business case, obtain it from the payment provider’s current official pricing page before making the decision.

How much do integrations cost?

“ERP integration” is not one standard task.

Complexity depends on:

• API and documentation
• authentication
• number of data fields
• sync direction
• real-time requirements
• rate limits
• error scenarios
• historical data
• test environment

If the integration is a central part of the online shop, it should be scoped before frontend details. A specific integration need can be assessed as a separate API integration between systems.

B2C online shop vs. B2B online shop: difference in scope

A standard B2C shop can often work with public pricing and a relatively consistent checkout flow for all customers.

A B2B shop may instead have:

• login and organisations
• customer-specific prices
• credit or invoice payment
• approvals
• contract prices
• customer-specific product range

B2B is not always more complex, but customer-specific rules can make the solution more application-like.

What affects the price most?

There is no universal percentage breakdown, but major scope drivers often include:

1. platform architecture
2. custom functionality and checkout
3. integrations
4. B2B rules
5. migration and data quality
6. product structure and import
7. internationalisation

Product count alone is rarely enough to assess the project.

Fixed price or hourly rate?

Fixed price

A fixed price is best when scope, deliverables and integration assumptions are clear. The advantage is budget certainty. Changes outside the scope must, however, be handled separately.

Hourly rate

An hourly rate can suit exploratory projects, further development of an existing online shop or integrations where documentation and access first need to be investigated.

The best pricing model depends on the project’s uncertainty.

Why can two online shop proposals be so different?

Two suppliers can both write “new online shop”, but include completely different things.

Compare at least:

• platform
• design
• product import
• payment setup
• shipping
• integrations
• tracking
• SEO
• redirects
• content
• support
• apps/licences
• testing
• migration
• further development

Compare scope and ongoing costs — not only the project price.

15 questions to ask when comparing online shop proposals

1. Which platform is used and why? The reasoning should be based on the need, not the supplier’s favourite tool.
2. Is the design custom or theme-based? This explains a large part of the frontend scope.
3. Who creates or imports the products? Product data can be a separate deliverable.
4. How are product variants handled? Clarify dependent choices and inventory in particular.
5. Which payment solution will be used? This affects both setup and ongoing costs.
6. Are payment setup and testing included? Integration is not the same as completed QA.
7. How is shipping handled? Standard shipping and special rules are different scopes.
8. Should inventory be integrated? Clarify the system of record and update frequency.
9. Should CRM, ERP or accounting be integrated? Ask for a clear description of the data flow.
10. What does “SEO included” mean? Metadata alone is not the same as migration or e-commerce SEO.
11. Are redirects and migration included? Especially important for a relaunch.
12. Which apps and licences are extra? They affect TCO.
13. Who owns the code, accounts and data? Ownership and access should be clarified in writing.
14. What happens after launch? Clarify support, maintenance and responsibility.
15. How are changes outside the scope priced? This makes future decisions more predictable.

Who owns the online shop?

“Ownership” consists of several things:

• the business’s data
• domain
• product data
• design files
• custom-developed code
• platform account
• plugins/apps
• third-party services

If the solution uses Shopify, WooCommerce or another platform, the business does not necessarily own the platform’s software itself. The important thing is to understand what the business controls, which licences apply and whether accounts can be moved or taken over.

AS Web Solutions’ current pricing page states that the customer owns the custom-developed source code after payment. Third-party platforms and licences remain subject to their own terms.

How do you create a realistic online shop budget?

Step 1 — define the business model

Is it B2C, B2B or both?

Step 2 — describe the product structure

How many product families, variants and categories exist?

Step 3 — define checkout

Should all customers use the same flow, or are there special rules?

Step 4 — clarify payment

Which payment methods are necessary at launch?

Step 5 — clarify shipping

Where does the business deliver, and which rules apply?

Step 6 — list integrations

Inventory, ERP, CRM, accounting and other data sources.

Step 7 — map product data

Where does it exist today, and how clean is it?

Step 8 — clarify content and design

Who supplies the text, images and design material?

Step 9 — separate must-have and nice-to-have

The first version is easier to estimate if not every future idea is a launch requirement.

Step 10 — plan operations

Who owns the online shop technically and operationally after launch?

The price proposal will then provide a better basis for a decision.

How to reduce the online shop budget without damaging the project

You can often reduce the scope by:

• using platform standards where they work
• avoiding custom checkout without a business need
• launching with the necessary payment methods
• limiting the first integration scope
• cleaning up product data before development
• reusing components
• starting in one market
• postponing nice-to-have features
• using standard shipping if it fits

Do not save on checkout testing, security, important redirects during migration, data validation, mobile experience or a basic technical SEO foundation.

When is a cheap online shop the right solution?

A standardised solution may be the best choice if:

• the business is testing the market
• the product range is simple
• standard checkout fits
• no special integrations are required
• standard design is sufficient
• time to market is important

Custom development is not a quality seal in itself. If the standard solution meets the need, extra complexity may be poor economics.

When does it make sense to invest more?

A larger scope can be rational when:

• the online shop is a central sales channel
• integrations are business-critical
• the product structure is large or complex
• B2B logic is necessary
• the buying flow requires special rules
• several markets need to be handled
• the existing platform creates documented limitations
• the product experience is an important part of differentiation

This justifies more technical work — not a guaranteed business result.

Online shop or web application?

A simple online store is an online shop. But if the solution requires complex user roles, customer organisations, workflows, special prices, dashboards and heavy integrations, parts of the project may actually be a web application.

In that situation, it is relevant to assess custom web applications as part of the architecture instead of forcing all the logic into the standard shop.

How much does an online shop cost at AS Web Solutions?

AS Web Solutions currently has no public dedicated online shop price on /en/pricing/.

Online shop projects are therefore priced according to scope. Platform choice, product structure, checkout and especially integrations need to be clear enough for a proposal to be meaningful.

See online shop solutions and project assessment or the current general pricing overview. If a dedicated online shop price is published later, this article should only be updated after directly checking the current page.

The short decision guide

The right direction solves the current need without unnecessary complexity.

FAQ

How much does it cost to have an online shop built?

It depends on the platform, design, product data, checkout, payment, integrations and operations. There is no single official Danish market price, so this article does not use generic price ranges.

What affects the price of an online shop most?

Major price drivers often include platform architecture, custom functionality, integrations, B2B rules, product data, migration and internationalisation.

Is Shopify cheaper than a custom online shop?

For standard needs, a hosted platform can often reduce initial development complexity. The total cost also depends on apps, operations and the need for custom functionality.

How much does a payment solution for an online shop cost?

It depends on the payment provider, payment methods, subscription, transaction model and technical setup. Current fees should be verified directly with the provider.

What ongoing costs does an online shop have?

Possible items include platform or hosting, domain, payment solution, apps, integrations, support, maintenance, tracking, product data and SEO.

Is product import included in the online shop price?

That depends on the proposal. Product import can be a significant separate scope, especially if the data requires mapping, cleanup or migration.

How much does an inventory or ERP integration cost?

It depends on the API, documentation, authentication, number of data flows, sync direction, real-time requirements and error handling. “ERP integration” is therefore not one standard price.

How much more expensive is a B2B online shop?

There is no fixed percentage. Customer-specific prices, organisations, credit, approvals and special product ranges can increase the scope, but not every B2B shop has these requirements.

Should I choose Shopify, WooCommerce or custom?

Choose based on business requirements, editing needs, integration needs and operations. For standard needs, an established platform should normally be assessed before custom development.

Can I start simply and expand the online shop later?

Yes, if the platform and architecture are chosen with the most important future requirements in mind. This is often more sensible than building every possible feature in the first version.

Conclusion

A useful online shop estimate requires more than a product count. The platform, product structure, checkout, payment, integrations and operations need to be clear enough for the supplier to scope the solution.

Do not compare only the project price. Also compare included scope, ongoing costs, data responsibility and maintenance.

If you are considering an online shop with special buying flows or integrations, AS Web Solutions can help assess whether an established platform, headless solution or more custom development makes the most sense. The goal should be the least complex solution that genuinely supports the business.