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Ubikon Technologies
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

CriterionShopifyCustom Build
Time to launch
1–2 weeks8–20 weeks
Upfront cost
₹0–₹70K₹2.5L–₹18L+
Monthly cost
₹3,500–₹28K+/mo₹700–₹7,000/mo hosting
Scalability
Good to ~₹50L GMVUnlimited
Custom business logic
Limited (apps)Full flexibility
Multi-vendor support
Shopify Markets onlyFull marketplace support
Mobile app
Shopify Mobile appCustom Flutter / RN app
SEO control
Good (structured)Full control
Payment options
Shopify Payments + gatewaysAny gateway worldwide
Ownership
Hosted (you don't own infra)100% owned
Technical debt risk
LowMedium if done poorly
Best for
Simple D2C storesComplex / 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?

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