Last updated: October 3, 2026
A custom Shopify store from an agency costs $8,000 to $25,000 for most D2C brands in 2026. A fully custom theme designed from scratch runs $20,000 to $60,000, and a headless build starts around $60,000. Those bands hide the real answer, which is that a store is priced line by line: templates, integrations, migration, markets, speed work. 7SEA Marketing quotes every build from the same price list, and that list is published below with 28 line items, so you can price your own project before you talk to anyone.
Across the Shopify builds 7SEA Marketing scoped in 2025 and 2026, three line items explained most of the difference between an $8,000 quote and a $25,000 one: the number of custom page templates, the number of external systems connected, and whether data had to be migrated from another platform. If you control those three, you control the price.
What does "custom" actually mean?
Agencies use the word for three very different projects. Make sure you and the agency mean the same one.
| Tier | What it is | Typical agency price | Timeline |
|---|---|---|---|
| Premium theme, configured | Paid theme from the Theme Store, set up and styled to your brand, content loaded, apps installed | $2,500 to $8,000 | 2 to 4 weeks |
| Semi-custom | Premium theme as the base, plus custom sections, custom product and collection templates, CRO-driven layouts | $8,000 to $25,000 | 4 to 8 weeks |
| Fully custom theme | Designed in Figma from a blank canvas, coded as a new theme, every template built to spec | $20,000 to $60,000 | 8 to 16 weeks |
| Headless (Hydrogen) | Custom front end on Shopify's Hydrogen framework, Shopify as the back end | $60,000 to $200,000+ | 16 to 30 weeks |
For most brands under $5M in revenue, semi-custom is the right tier. It delivers a store that looks and converts like a custom build at a third of the price, because the base theme already handles the hundred things nobody wants to pay to rebuild. Our comparison of custom, premium and headless themes covers when each tier makes sense.
Custom Shopify store price list, feature by feature (2026)
Agency prices, assuming an experienced Shopify team. Offshore teams sit toward the low end, US and UK agencies toward the high end, for the same scope.
| # | Line item | Typical agency price | Notes |
|---|---|---|---|
| 1 | Discovery, sitemap and scope document | $500 to $2,500 | Often credited against the build if you proceed |
| 2 | UX/UI design in Figma, 8 to 12 templates | $3,000 to $15,000 | Biggest variable after templates themselves |
| 3 | Brand identity or logo refresh | $1,500 to $8,000 | Separate skill, often a separate vendor |
| 4 | Premium theme licence | $200 to $500 one time | Paid to the theme developer, not the agency |
| 5 | Theme setup and brand styling | $1,500 to $4,000 | Fonts, colors, spacing, header and footer |
| 6 | Custom homepage sections | $300 to $1,200 each | Most homepages need 6 to 10 sections |
| 7 | Custom product page template with CRO layout | $1,500 to $6,000 | Variant UX, sticky cart, trust blocks, tabs |
| 8 | Collection page with filters and sorting | $500 to $2,500 | Search & Discovery setup plus custom layout |
| 9 | Mega menu and navigation | $500 to $2,000 | Image menus and multi-level cost more |
| 10 | Cart drawer with upsells and free shipping bar | $800 to $3,000 | Custom code or app, app is cheaper up front |
| 11 | Landing page templates (campaign, lookbook, about) | $800 to $3,000 each | Reusable templates, not one-off pages |
| 12 | Bundles or subscriptions setup | $1,500 to $6,000 | App configuration plus theme integration |
| 13 | B2B or wholesale setup | $3,000 to $15,000 | Core B2B now on Advanced, more on Plus |
| 14 | Shopify Markets, multi-currency and country setup | $1,000 to $5,000 | Pricing, duties, shipping zones per market |
| 15 | Translation and localization, per language | $1,500 to $6,000 | Depends on page count and whether SEO fields are included |
| 16 | Product data migration, per 1,000 SKUs | $500 to $2,000 | Variants, images, metafields, inventory |
| 17 | Customer and order history migration | $1,000 to $5,000 | Needed for subscriptions and returns continuity |
| 18 | Redirect map and SEO migration | $1,000 to $5,000 | Skipping this is how migrations lose rankings |
| 19 | Blog migration | $500 to $3,000 | Per 50 posts, including images and redirects |
| 20 | Speed optimization pass | $800 to $3,000 | Image pipeline, app audit, script cleanup |
| 21 | Accessibility review (WCAG 2.2) | $1,500 to $6,000 | Increasingly required in the US and EU |
| 22 | Klaviyo core flows (welcome, cart, browse, post-purchase, winback) | $2,000 to $6,000 | Design, copy and logic for 5 to 6 flows |
| 23 | Analytics and tracking (GA4, Meta CAPI, consent mode) | $800 to $3,000 | Required after the 2026 checkout changes |
| 24 | Reviews, loyalty and other app setup | $300 to $1,500 per app | Configuration and theme placement |
| 25 | Checkout customization (Plus, Checkout Extensibility) | $3,000 to $15,000 | Only on Shopify Plus |
| 26 | Custom app or integration (ERP, 3PL, CRM) | $5,000 to $40,000 | See our guide to app development cost |
| 27 | Copywriting, per page | $150 to $600 | Homepage, about and key collections usually |
| 28 | Post-launch support retainer | $500 to $3,000 per month | Fixes, small changes, app updates |
Three example builds, fully priced
Starter D2C store. New brand, 40 products, premium theme, no migration.
| Line | Price |
|---|---|
| Discovery and scope | $500 |
| Premium theme licence | $350 |
| Theme setup and styling | $2,000 |
| 6 custom homepage sections | $2,400 |
| Product page template | $1,500 |
| Cart drawer with upsells | $800 |
| Klaviyo core flows | $2,000 |
| Analytics and tracking | $800 |
| Total | about $10,350 |
Growth D2C store with migration. Moving from WooCommerce, 600 SKUs, two markets, semi-custom build.
| Line | Price |
|---|---|
| Discovery and scope | $1,500 |
| UX/UI design, 10 templates | $6,000 |
| Theme setup and styling | $3,000 |
| 8 custom sections and 2 landing templates | $5,600 |
| Product page template with CRO layout | $3,500 |
| Collection page with filters | $1,500 |
| Product, customer and order migration | $3,000 |
| Redirect map and SEO migration | $2,500 |
| Markets setup, 2 countries | $2,000 |
| Klaviyo flows, tracking, speed pass | $5,000 |
| Total | about $33,600 |
Shopify Plus with B2B. Fully custom theme, wholesale portal, ERP integration.
| Line | Price |
|---|---|
| Discovery and scope | $2,500 |
| UX/UI design, 12 templates | $12,000 |
| Fully custom theme build | $28,000 |
| B2B wholesale setup | $10,000 |
| Checkout customization | $8,000 |
| ERP integration | $20,000 |
| Migration, redirects, markets, tracking | $9,000 |
| Accessibility review | $3,000 |
| Total | about $92,500 |
Notice what moves the total in each case. The starter store is almost all templates. The growth store is templates plus migration. The Plus build is dominated by two integrations and a custom theme. The pattern holds for nearly every quote. For the Plus platform fee itself, see our Shopify Plus cost guide.
What changes the price most?
Number of custom templates. Each product, collection, landing or content template is design plus development plus QA. Ten templates cost roughly twice what five do. Most stores need six to eight, not fifteen.
Integrations. Every external system adds $5,000 to $40,000 depending on how much data moves and how often. One ERP connection can cost more than the whole storefront.
Migration. Moving from WooCommerce, Magento, BigCommerce or WordPress adds $3,000 to $15,000 across data, redirects and SEO. Our migration checklist explains what that money buys.
Markets and languages. Each country and language adds setup, translation and testing. Launch with one or two, add more once the base store is stable.
Speed of delivery. Compressing a 10-week build into 5 usually adds 20 to 40 percent, because more people work in parallel and rework rises.
Who builds it. The same scope costs roughly $40 to $90 per hour at an offshore Shopify agency and $100 to $250 per hour at a US or UK agency. Over a 250-hour build, that is $10,000 to $22,000 against $25,000 to $62,000. Our guide to Shopify agency costs breaks down rates and what to expect at each level.
What should be in the quote, and what often is not
A complete quote lists every line above that applies, with hours or a fixed price per line, plus:
Rounds of revisions on design, usually two. Device and browser testing scope. App costs listed separately, since they are monthly and paid by you. Content loading: who enters products, writes copy and uploads images. Launch support: how many days after go-live are included. Ownership: theme code and design files are yours. Payment schedule, typically 40 percent up front, 40 percent at design approval, 20 percent at launch.
The lines that most often go missing and return as change orders: redirect mapping, tracking setup, speed work, product data cleanup, and the second language. Ask about each by name.
How to cut the cost without cutting the result
Choose semi-custom over fully custom unless your brand genuinely cannot be expressed in a premium theme. Most can. Cap templates at eight and reuse them. Launch with the core and schedule bundles, loyalty and the third market for phase two. Clean your product data yourself before migration; agencies charge to do it. Pay for a scope document first, even $500 worth. It is the cheapest way to avoid a $5,000 misunderstanding. Compare quotes line by line, never total to total.
Getting a quote from 7SEA Marketing
We price from the list on this page. Send us your product count, platform (if migrating), markets and the templates you need, and you get a line-by-line quote rather than a single number. Registered Shopify Partner, offices in Los Angeles and New Delhi, D2C brands across the US, UK, EU, India and Australia. See our Shopify design and development service.
Frequently asked questions
How much does a custom Shopify store cost from an agency?
Most D2C brands pay $8,000 to $25,000 for a semi-custom store built on a premium theme with custom templates. A fully custom theme designed from scratch costs $20,000 to $60,000, and a headless Hydrogen build starts around $60,000. The price is set by templates, integrations and migration more than by anything else.
What is the difference between a custom Shopify theme and a customized premium theme?
A customized premium theme starts from a paid Theme Store theme and adds custom sections and templates, usually $8,000 to $25,000. A custom theme is designed in Figma and coded from a blank canvas, usually $20,000 to $60,000. For most brands under $5M in revenue, the customized premium theme delivers the same result at a third of the price.
How much does it cost to migrate a store to Shopify?
Migration adds $3,000 to $15,000 on top of the build: product data at $500 to $2,000 per 1,000 SKUs, customer and order history at $1,000 to $5,000, and redirect mapping with SEO migration at $1,000 to $5,000. Skipping the redirect work is the most common cause of lost rankings after a migration.
How long does a custom Shopify build take?
A configured premium theme takes two to four weeks, a semi-custom build four to eight weeks, a fully custom theme eight to sixteen weeks, and a headless build sixteen to thirty weeks. Migration and integrations extend each of these.
What is usually missing from a Shopify agency quote?
Redirect mapping, analytics and tracking setup, speed optimization, product data cleanup, additional languages and post-launch support. Ask for each by name so they appear as line items rather than change orders later.
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