Should I use Shopify or build a custom ecommerce site?

Use Shopify if you want to launch in 1-2 weeks and your store fits a standard catalog-and-checkout model. Build custom if you need unique workflows (B2B pricing, multi-vendor marketplace, deep ERP integration), full SEO control, or a mobile app on top of the storefront.

Is custom development more expensive than Shopify?

Upfront yes — custom builds typically start at ₹5L vs Shopify Basic at ₹2,500/month. But once you exceed ~₹50L annual revenue or need multiple Shopify apps, custom often becomes cheaper because you stop paying transaction fees and per-app subscriptions.

Can a custom ecommerce site rank on Google as well as Shopify?

A well-built custom site (Next.js, server-rendered, fast Core Web Vitals) outranks Shopify on most queries because you control URL structure, schema, internal linking, and image optimization. Shopify themes carry overhead that custom builds avoid.

Does Ubikon build both Shopify stores and custom ecommerce?

Yes. We build Shopify stores when speed-to-market matters and custom Next.js/Node.js platforms when the business model needs flexibility Shopify cannot offer.

eCommerce Decision Guide · 2026

Shopify vs Custom eCommerce
Build in 2026

The honest breakdown — when to use each and when to migrate

Shopify

SaaS platform

Launched2006

ModelSaaS (hosted)

Pricing₹3,500–₹35,000+/mo

Global merchants~4.6M

Custom Build

Bespoke development

ArchitectureBespoke

StackAny (Next.js, Node, etc.)

Cost modelOne-time + hosting

Ownership100% yours

Full Feature Comparison

Criterion	Shopify	Custom Build
Time to launch	1–2 weeks	8–20 weeks
Upfront cost	₹0–₹70K	₹2.5L–₹18L+
Monthly cost	₹3,500–₹28K+/mo	₹700–₹7,000/mo hosting
Scalability	Good to ~₹50L GMV	Unlimited
Custom business logic	Limited (apps)	Full flexibility
Multi-vendor support	Shopify Markets only	Full marketplace support
Mobile app	Shopify Mobile app	Custom Flutter / RN app
SEO control	Good (structured)	Full control
Payment options	Shopify Payments + gateways	Any gateway worldwide
Ownership	Hosted (you don't own infra)	100% owned
Technical debt risk	Low	Medium if done poorly
Best for	Simple D2C stores	Complex / marketplace / multi-vendor

When Shopify Wins

You need to launch a D2C store in under 2 weeks
Your GMV is under ₹1.7Cr and growth is still being proven
Your team has no dedicated engineers to maintain infra
You want a proven, low-risk path with plug-and-play apps

When Custom Build Wins

Your GMV exceeds ₹1.7Cr and Shopify fees are eating margins
You need marketplace, multi-vendor, or custom commission logic
Your brand requires a bespoke mobile app (iOS + Android)
You need full SEO control, custom checkouts, or unique workflows

Ubikon's Verdict

Start on Shopify. Migrate to custom when your GMV exceeds ₹1.7Cr, you need marketplace features, or Shopify's limitations are actively blocking growth.

Ready to build or migrate your eCommerce store?

We'll audit your current setup and give you an honest recommendation — Shopify or custom build.

Get a Free eCommerce Audit

Shopify vs Custom eCommerceBuild in 2026