The price of an e-shop depends on volume, integrations and complexity. There is no one universal number. In this guide, we explain what makes up the price of an e-commerce site and how to get a specific offer that meets your business needs.
“How much does an e-shop cost?” is one of the first questions we are asked by businesses. The honest answer is: it depends on needs. An e-store with a simple off-the-shelf template is significantly cheaper than a solution with complex ERP integrations and custom rules. In this guide, we will explain the main price components so that you can make an informed decision and avoid a situation where an initially cheap solution turns into a costly rework later on. A specific quotation will be provided after a free mapping of your needs.
Table of contents
What has the biggest impact on the price of an online shop?
The price of an e-shop is mainly determined by four factors. These are important to understand when comparing different offers:
Functionality
A simple e-shop displaying products differs greatly from a system with inventory management, pricing rules and B2B configurators. Every additional feature requires development, configuration and testing.
Design
A ready-made template is a faster solution, while a custom design helps to stand out better and support a cohesive brand. A unique design requires separate work, but can improve user experience and credibility.
Integrations
Each integration — such as business software, CRM, logistics or payment solution — adds complexity to the project. For Estonian systems such as Directo, Merit and Erply, prior experience helps to speed up development.
Volume of content and products
Entering 50 products is simpler than building a catalogue of 5,000 products. For larger volumes, it makes sense to use product catalogue imports from Excel, ERP or other existing data sources.
The price components of an e-shop, what do you pay for?
If someone offers you a fixed low price online, it’s always worth asking exactly what it includes. A proper e-commerce service usually consists of the following elements:
- Needs analysis and design: meetings with you, mapping business processes, designing the technical solution and creating the site structure.
- Design (UI/UX): visual design in Figma, planning the shopping journey, mobile and desktop views and refinements based on feedback.
- Technical development: setting up WooCommerce, custom code and module development if needed. For more complex needs, see also e-commerce development service.
- Entering products: product catalogue, images, descriptions, category structure and prices, either manually or by importing from Excel, ERP or other systems.
- Integrations: business software interface, payment service setup and logistics APIs. Each system requires separate configuration and testing.
- SEO and schema data: structure, schema data, fast loading and mobile-friendliness. See also SEO service.
- Testing and publishing: testing features, staging environment, training for you and your team, and taking the e-shop live.
- Maintenance and guarantee: we will correct defects within the scope of the project within the agreed period. The maintenance service can continue.
Simple vs more complex e-shop, how does the price differ?
E-shops can be broadly divided into three orders of magnitude. Each category requires a different level of effort and investment:
Simple e-shop
50–200 products, one currency, one language and a ready-made template adapted with colours and a logo. Standard payment solutions such as Montonio or Payment Centre, and one or more standard delivery options. Suitable for a start-up company that wants to start selling quickly.
Medium e-shop
500–2,000 products, ERP integration such as Directo or Merit, custom design, multiple payment solutions and delivery options, separate B2B/B2C flows and automated email campaigns. Suitable for a growing company.
Larger / custom
5,000+ products, multiple languages and currencies, complex B2B rules such as contract prices and volume discounts, product configurators and bidirectional ERP/CRM sync. This kind of solution usually requires custom development.
Every project is different. As a first step, we carry out a free needs mapping. We’ll talk about your business goals, integrations and expectations. Only then will we draw up a specific proposal. No prices are added here, as a reasonable investment depends on your situation.
WooCommerce vs custom solution, price impact
The choice of platform has an impact on both the initial development cost and the long-term total cost of ownership (TCO):
- WooCommerce is an open source, flexible platform with a large ecosystem of ready-made solutions. Many Estonian SMEs’ e-shops fit into the WooCommerce framework. The upfront costs are usually lower and further development is flexible. Read more about the WooCommerce e-store solution.
- A custom solution is built from scratch, for example in Laravel or Node.js. The upfront cost is usually higher, but in the case of high volumes, complex B2B rules or specific performance needs, this may be a more suitable and flexible solution in the long run.
- Shopify, Magento, closed platforms are often monthly payment based platforms. The upfront cost may be lower, but fixed costs add up month on month. Integration with Estonian systems may be more limited than with WooCommerce.
When making a decision, it is worth looking not only at the construction cost, but also at the total acquisition cost over 3-5 years. During a free consultation, we can help you estimate this for your specific situation.
Fixed costs after construction
The price of an e-shop is not limited to construction. Every e-shop needs fixed costs to run securely, quickly and stably. This is an element that is often underestimated when comparing offers:
Hosting and servers
Every e-shop needs a suitable server solution. We typically use LiteSpeed-based hosts or AWS where needed. Hosting must be fast and reliable enough for the e-shop to function during campaigns and higher traffic.
Domains and SSL
The domain requires annual renewal and the e-shop must use an SSL certificate, such as the free Let’s Encrypt or an extended certificate where needed. These are basic requirements for any e-shop.
Maintenance and updates
WordPress, WooCommerce and plugin updates, backups, security checks and fault resolution. Read more about the website maintenance service, which is also suitable for e-shops.
Plugin licences
Some necessary plugins may be paid. A typical e-shop may have several premium plugins whose licence costs need to be factored into ongoing expenses.
Further development
The e-shop evolves with the business. New features, campaign configuration, seasonal changes and new integrations require occasional additional development. The workload depends on the activity of the e-shop and business needs.
Marketing and SEO
An e-shop does not automatically bring customers. Advertising, SEO and content marketing are separate areas of work that help grow sales. See also marketing automation.
How to get a specific offer?
The concrete offer starts with a needs mapping. It’s free of charge and will help you to assess what solution your e-shop really needs:
1. Free first meeting
We discuss your business goals, target audiences, product range and required integrations. The meeting typically lasts 45–60 minutes and gives an initial picture of the project scope.
2. Technical design
We assess whether a WooCommerce customisation is suitable or whether a fully custom solution is needed. We establish integrations, workload, timeline and project management logic.
3. Specific quote
We send the quote with a list of works, timeline and cost. This allows you to calmly assess whether the proposed solution meets your needs and budget.
4. Signing the contract
After confirmation, we sign the contract, agree on a payment schedule and begin work. For larger projects, we divide the work into phases to keep the process transparent and manageable.
Common mistakes when estimating the price of an online shop
- The cheapest bidder is selected. A very low-cost solution often means compromises in quality, speed, security or user experience. If a lot of redesign is needed later, the initial savings can be lost.
- Fixed costs are excluded. Hosting, maintenance, plugin licenses and further development are added to the price of the build. When comparing offers, always ask for the total cost for the first 12 months.
- No thought for the future. The e-shop needs to grow with the business. If the platform does not allow for future expansion, a major redevelopment may be needed in a few years’ time.
- SEO is neglected. An online shop without organic visibility depends more on paid advertising. Thoughtful SEO from the outset helps to better manage marketing costs in the long run.
- The volume of integrations is underestimated. Interfaces to ERP, CRM and logistics can be technically complex. Always ask if and to what extent the necessary integrations are included in the offer.
- No training is planned. You and your team need to know how to manage an online store. A good provider will take training and the necessary documentation into account during the project.
Frequently asked questions
How much does it cost to set up an online shop?
Each project is different, the price depends on volume, integrations and complexity. A simpler e-shop with a ready-made template and standard payment solutions is significantly cheaper than a more complex solution with ERP integrations and customised rules. As a first step, we will do a free needs mapping and then send you a specific quote.
Can an e-shop be done cheaply?
Technically, yes, there are a number of monthly payment platforms on the market, such as Wix and Squarespace, which can be used to quickly set up a simple e-shop. The question is whether it is suitable for your business needs. Cheaper off-the-shelf solutions may be limited in terms of integrations, SEO and subsequent growth. In the longer term, a proper e-commerce service may be a more sensible investment.
What exactly is the cost of the e-shop?
The main components are needs analysis, design (UI/UX), technical development, product insertion, integrations such as ERP, payment solutions and logistics, SEO setup, testing, training and warranty support. Each component requires separate time and therefore there is no single fixed price.
Is a WooCommerce store cheaper than a customised solution?
In terms of upfront costs, WooCommerce is usually cheaper. WooCommerce is open source and a lot of the functionality is available as an off-the-shelf solution. For high volumes or very complex B2B rules, a fully customised solution may be more suitable in the long run. The decision will be made after mapping the needs.
What is the typical time cost for building an e-store?
A simple e-shop can be ready in around 4-6 weeks. A medium complex project with ERP integrations can take 8-14 weeks. A larger customised e-commerce development project may take 4-6 months or more. We can give you a more precise timeline during your first free consultation.
Can we pay for the e-shop in stages?
Yes, for larger projects, we usually break down payments into phases. The exact payment schedule will depend on the size of the project, the schedule and the agreed works. For smaller projects, a simpler payment schedule is often used.
How to get started with getting an e-commerce offer?
The quickest way is to fill in the contact form and describe your business, target groups, product range and integrations needed. We’ll arrange a free consultation to discuss the details. We will then draw up a specific quotation based on the size of the project.