Shopify advertises plans starting at $29 a month. That number is real, but it's not what most stores end up paying. Here's the whole picture.
1. The monthly plan
From Shopify's pricing page:
| Plan | Per month, billed yearly | Per month, billed monthly | Online card rate |
|---|---|---|---|
| Basic | $29 | $39 | 2.9% + 30¢ |
| Grow | $79 | $105 | 2.7% + 30¢ |
| Advanced | $299 | $399 | 2.5% + 30¢ |
Most small stores start on Basic or Grow.
2. Payment fees
This is the cost people underestimate. On $10,000 a month in online sales on the Basic plan, card fees alone are about $290 plus 30 cents per order. As you sell more, moving up a plan can cost less overall because the card rate drops.
3. Apps
Reviews, subscriptions, upsells, email marketing, shipping labels. Many apps run $10 to $50 a month each. A typical small store ends up with five to ten. Price only the ones you actually need.
4. Theme
Shopify has free themes that work well. Paid themes are a one-time purchase, usually a few hundred dollars. A custom design is more, and worth it when your brand needs to stand out.
5. The build
If you set it up yourself, the cost is your time. A professionally built store with a designed theme, products loaded, payments, shipping and tax set up, and the key emails in place typically starts around $5,000.
6. Marketing
A store with no visitors costs money and makes none. Budget for at least one way to bring people in. Google Ads can send buyers from day one. Email automation, like abandoned-cart and welcome emails, recovers sales you'd otherwise lose, for very little ongoing cost.
A realistic first-year budget
- Do it yourself: plan, a few apps and a paid theme. Often $1,000 to $2,500 for the year before marketing.
- Built for you: about $5,000 or more for the build, plus the same running costs.
Want it done right the first time?
Our online store service covers the theme, products, payments, shipping and the emails that recover abandoned carts. Still choosing a platform? Read Shopify vs WooCommerce.