Shopify is the fastest path to selling. Custom builds are the only path to scale.
Shopify is the right choice for most e-commerce businesses at launch. Custom builds are the right choice when the business model, checkout experience, or integration requirements can't be served by Shopify's platform. Understanding when you've hit Shopify's ceiling.
E-commerce business on Shopify that's hitting platform limitations — custom checkout requirements, complex product configurations, multi-vendor models, or integration needs that Shopify's app ecosystem can't solve
Shopify's proposition is compelling: launch an e-commerce store in a day, access to thousands of apps, built-in payment processing, global CDN. For most e-commerce businesses selling standard products, Shopify is the correct choice.
Shopify's limitations become the problem when:
Custom checkout flows. Shopify's checkout is locked at Shopify Plus level ($2,000+/month). Standard Shopify checkout can be minimally customized. Businesses that need checkout steps, custom fields, or non-standard flows can't implement them.
Multi-vendor/marketplace models. Shopify isn't designed for marketplaces where multiple vendors sell through one storefront. Apps exist for this; they're complex and limited.
Subscription complexity. Subscription apps (ReCharge, Subscriptions by Loop) work for standard subscription models. Complex subscription logic — usage-based billing, enterprise contracts, custom renewal logic — hits the app's limits.
Transaction fees. Shopify charges 0.5%-2% transaction fees on non-Shopify Payments. At scale, this adds up significantly. Custom builds integrate directly with Stripe.
Custom product configuration. Complex configurable products (custom manufacturing, bundles with hundreds of variants) often exceed Shopify's 100-variant limit.
B2B pricing. Shopify Plus has B2B features. Standard Shopify's B2B and wholesale capabilities are limited; apps add cost and complexity.
Clear framework for when Shopify is sufficient and when a custom e-commerce build delivers the flexibility and margin structure the business needs
Custom Next.js e-commerce applications with Stripe for payments, Postgres for the product and order database, and the checkout flow that fits the business model. No transaction fee to Shopify. No app ecosystem dependencies.
One honest number to start.
Fixed-scope, fixed-price. The number below is the starting point — final scope is built from your brief.
Clear framework for when Shopify is sufficient and when a custom e-commerce build delivers the flexibility and margin structure the business needs
Three steps, every time.
The same repeatable engagement on every project. No surprises, no mystery, no billable ambiguity.
Brief & discovery.
We send you questions, then get on a call. Output: a written scope with every step, feature, and integration listed.
Build & ship.
Fixed schedule, weekly reviews. No scope creep unless you change the scope — and if you do, we reprice it transparently.
Warranty & retainer.
30-day warranty on every launch. Most clients stay on a monthly retainer for ongoing features and maintenance.
Why Fixed-Price Matters Here
Shopify app costs accumulate: ReCharge ($99+/month), Klaviyo ($150+/month), advanced search apps ($50+/month), B2B features, custom checkout (Plus). A custom build replaces these recurring costs with a one-time development investment.
Related engagements.
Questions, answered.
Starting on Shopify and migrating when you hit limits is a valid strategy — Shopify is fast and cheap to launch. The cost of migration grows with business size (product catalog, customer data, order history, integrations). Migrating at $5M ARR is more expensive than at $500k ARR.
Most common: checkout customization requirements, marketplace/multi-vendor needs, and custom pricing logic. These are hard limits — Shopify can't do them regardless of the plan.
From $28,000 for a standard direct-to-consumer build. Marketplace or complex configurations from $40,000. Fixed-price.
Tell Ryel about your project.
Describe what you’re building and what outcome you need. You’ll have a written, fixed-price scope within the week.