How much does a custom eCommerce cost in Italy in 2026 (a guide to real prices)
The 3 real price ranges for a custom eCommerce in Italy, what drives the cost, custom vs Shopify/Woo and the recurring costs nobody tells you about.
"How much does an eCommerce cost?" is the wrong question. The right one is: over the next three years, how much is a store worth that converts, is fast and ranks on Google? Here are the real price ranges on the Italian market in 2026 — no beating around the bush.
The 3 price ranges
- Template / starter (€5,000 – €15,000) — a pre-packaged theme, few customizations. Fine to get started, but you inherit the template's limits on performance and SEO.
- Custom (€15,000 – €40,000) — custom design and development, conversion-oriented UX, real integrations (payments, logistics, management software). This is the range where an eCommerce becomes an asset.
- Enterprise / B2B (€40,000 – €80,000+) — per-customer price lists, roles, 3D configurators, multilingual, real-time ERP synchronization.
What really drives the cost
- UX/UI and conversion — it's not "graphics": it's the system that turns visits into orders.
- Integrations — payments, shipping, management software/ERP, CRM, invoicing. Every connection is real work.
- Product configurator — for made-to-measure items or those with many variants (see below).
- Multilingual and multichannel — if you sell outside Italy or on marketplaces.
Custom vs closed platforms (Shopify/Woo): the 3-year TCO
Closed platforms have a low entry cost but subscription fees and commissions that grow with your revenue, on top of limits on performance (Core Web Vitals) and technical SEO. A custom eCommerce on a modern stack (e.g. Next.js) costs more up front, but over 3 years it often has a lower total cost of ownership and better performance — which means more organic traffic and more conversions.
The recurring costs nobody tells you about
- Maintenance and security updates.
- High-performance hosting (speed is ranking and conversion).
- Ongoing SEO and content: without it, even the best store stays invisible.
Mini case study: TapparellaPro
For TapparellaPro we built a custom eCommerce with a made-to-measure product configurator: the customer composes the item, sees the updated price and orders on their own. The result: fewer manual quotes, fewer returns, more conversions.
How to read a quote (and avoid 5 mistakes)
- Be wary of a single price with no itemized breakdown.
- Ask who owns the code and the data.
- Verify technical performance and SEO, not just the aesthetics.
- Demand a plan for the recurring costs.
- Evaluate the partner for the long term, not just for the launch.