Building an eShop: costs, factors & tips for a successful eShop

The eShop construction is one of the most important investments for a modern business that wishes to expand its online presence. From small startups to large retailers, the eShop creation enables access to a wide audience across geographical boundaries. Of course, a legitimate question that arises for any professional is: "How much does an e-shop cost?". The answer is not one-dimensional, as the eShop construction costs can vary considerably depending on many factors. In this extensive article, we will analyze all the key factors that influence the eShop manufacturing prices, we will present statistical data and examples from the Greek market, and give practical advice to professionals looking for a partner for the development of their own e-shop.

Factors affecting eShop construction costs

Before attempting to give numbers, it is crucial to understand the factors that shape the cost of an eShop. Each online store is unique, however some common components affect the budget:

Design and Development: The visual design of the eShop and the complexity of development play a big role in the cost. A personalized, custom designed eShop designed from scratch requires more man-hours and specialized skills, therefore has higher costs than an eShop based on a ready-made template. Customizing a standardized theme (template) can reduce costs, but may not provide the full uniqueness or optimal user experience that a custom design provides. According to international research, the cost of designing and developing a professional e-commerce website ranges on average from 2.000 to 250.000 euros depending on the complexity. This huge variation underlines how important the range of requirements is: a small, simple eShop can be implemented for a few thousand euros, while a very large multi-channel eShop with custom functions can cost tens or hundreds of thousands.

Platform Selection: The platform on which the eShop will be "set up" directly affects both the initial cost and the maintenance costs. There are several options of e-commerce platforms, such as WooCommerce (WordPress), Magento, Shopify, PrestaShop, OpenCart etc. Each platform has a different cost model:

WooCommerce: It is an open-source plugin for WordPress, free in its basic form. Η eShop construction with WooCommerce but it requires costs for web hosting, purchases of plugins for additional functions, and of course the cost of the web developer who will set it up and design it. On the plus side, there is no monthly platform subscription and it offers great flexibility and data ownership.

Magento: A powerful open-source platform suitable for eShop construction large scale and requirements. The Community version is free, but development in Magento is more complicated - it requires very experienced developers - and so the eShop construction in Magento usually has a higher initial cost. In addition, the Enterprise version of Magento (Adobe Commerce) has high licensing fees for very large organizations.

Shopify: A software as a service (SaaS) eShop platform. Shopify works on a monthly subscription (starting at ~$39 per month for the basic plan) and a small commission on sales. This cost includes hosting, ready-made templates and support. Building an eShop with Shopify has a lower initial technical cost, since many elements are predefined, but it has recurring subscription costs and some flexibility limitations compared to open-source solutions.

PrestaShop: Another popular open-source platform, ideal for small and medium-sized businesses. It has no licensing costs, but like WooCommerce, it requires spending on hosting, development and possible module purchases.
Overall, the choice of platform must fit the needs of the business. SaaS solutions (e.g. Shopify) offer speed of implementation and easy maintenance with a fixed monthly cost, while self-hosted solutions (e.g. WooCommerce, Magento, PrestaShop) give more flexibility and control, but require more technical involvement and up-front development costs.

Functions and Features: The list of functions (features) that will be incorporated directly affects the cost. A basic eShop can start with basic functions: product catalogue, shopping cart, checkout, a couple of payment and shipping options. But if you need more advanced features - for example:

• Advanced inventory management with multiple warehouses,
• Connection to ERP/CRM your company's systems (for automating warehouse updates, invoices, etc.),
• Multilingual or multilingual eShop (for sales in different countries),
• Specialised search filters products, personalised offers or personalisation tools,
• Subscriptions or recurring charges,
• Live chat support,
• Advanced SEO features (e.g. friendly URLs, schema markup) etc,
  then each additional function contributes to an increase in cost. Some of these require the purchase of off-the-shelf additives/tools, while others may need custom development by a programmer. For example, integrating payments (e.g. cards, PayPal, bank deposit) may be relatively simple through ready-made plugins, but interfacing with a bank for card payment in the bank environment usually requires a certified developer and implementation costs. It is important to define beforehand which features are necessary from the beginning and which can be added at a later time, in order to control the budget.

• Support and Maintenance: Many people focus only on the initial development costs, but an eShop has ongoing support needs. After construction, they will need:
  • Hosting: A secure and fast server. This is a recurring cost (usually annual or monthly). For a small eShop a shared hosting of ~5-10€/month may be sufficient, but a larger eShop with a lot of traffic may need a VPS or dedicated server costing tens or hundreds of euros per month.
  • Domain name: The address of the site (e.g. myshop.gr), with a small annual cost (about 10-20€/year).
  • SSL certificate: Required for secure transactions (https). Many hosts offer it for free (Let's Encrypt), but there are also paid certificates with additional guarantees.
  • Technical support and updates: Software platforms regularly release security updates and improvements. Someone has to implement them (especially in WooCommerce, Magento, etc. where your team or partner has to make these updates). It also needs monitoring for any technical issues, data backup, cybersecurity management (security patches, firewalls, etc.). If you don't have an in-house IT department, you will most likely work with a company or freelancer for ongoing support on a monthly contract.
  • Optimization & Marketing: It may not be a "construction" cost, but it is worth mentioning that after launch, the success of an eShop is linked to promotional efforts (SEO, Google/Facebook advertising, email marketing). Therefore, part of your budget may need to be allocated there. It doesn't make sense to invest in a great eShop without investing in bringing visitors to it.

The cost of an eShop does not have a universal answer, because it depends on your specific needs and goals. A small business can start with a relatively small budget. financial eShop basic functions (e.g. a few thousand euros), while a larger company with complex requirements may spend much more. Think of it as an investment that needs proper planning: like a physical store requires capital for building, decoration, stock and staff, so does the online store require capital for digital infrastructure, content, marketing and technical support.

Statistics & research from the Greek market

The last decade has seen explosive growth in e-commerce in Greece, which also affects the way businesses perceive the value of an eShop. Let's look at some important data and trends:

• Rapid growth in online shopping by consumers: In 2015, less than 1/3 of Greek consumers made online purchases. According to ELSTAT, in 2015 approximately 30% of consumers had bought something online, while in 2025 the percentage is projected to rise to 70%. In fact, already by 2022, with the pandemic outbreak acting as a catalyst, the penetration of online shopping has soared: Research by the Athens University of Economics and Business (ELTRUN) showed that 8 out of 10 Greeks (80%) made purchases online in 2022 - a huge leap from the days of 2015. This figure is also in line with the findings of Focus Bari/Plushost, who report that 76% of Greek consumers now shop online. In other words, the Greek consumer is now mature and familiar with e-commerce, which means that the presence of a business online is not a luxury but a necessity.
• Increase in total e-commerce turnover: Along with the users, the volume of sales is soaring. In 2019, online purchases of products/services by Greeks were estimated at approximately EUR 5 billion. With the pandemic and the shift to digital, this number has skyrocketed. In 2022, the turnover of e-commerce in Greece is estimated to reach the EUR 20.5 billion - making an astonishing rise in just a few years. According to forecasts, in 2025 online sales are expected to exceed EUR 18 billion per year, while the upward trend continues. These figures include all types of online purchases (products, services, tourism, etc.), but they clearly show the economic dimension of e-commerce: consumers are now spending a significant part of their budget online.
• How many Greek companies have an eShop: A few years ago, the number of businesses with a digital sales channel was relatively small. Based on estimates by GRECA (Greek Electronic Commerce Association), in 2018 there were approximately 7,000 businesses in Greece with an organised digital sales channel (online store). By 2023, this number is significantly higher - indicatively, after the acceleration due to COVID-19, many physical stores invested in eShop. Moreover, it is worth noting that according to research by Focus Bari, it is estimated that 8 out of 10 new businesses (80%) in Greece in 2025 will choose to start directly with the creation of an eShop (digital-first model), compared to only 4 out of 10 in 2015. This is a dramatic change in mindset: the new generation of entrepreneurs considers the online store as a primary sales channel rather than a complementary one.
• Cost factors in the Greek context: Greek businesses, especially small and medium enterprises, are often looking for cost-effective solutions for their eShop. This was the reason why the state moved to targeted support programmes. A typical example is the "e-Retail" of the NSRF 2021, which offered grant up to 5.000€ to small businesses to create their own e-shop. This programme has been in huge demand (over 11,500 applications were received in the first cycle), confirming the need and interest of businesses in digital transformation. Through such actions, many small businesses that had been hesitant due to costs have managed to acquire an e-shop at almost zero cost, taking advantage of the subsidy. This development not only helped them to survive in the midst of lockdown, but also educated the market on what is required to implement an eShop and what its approximate value is (the €5,000 cap implies that a full, basic eShop can be set up on this budget without any discount on quality).

Overall, the market data clearly shows that the shift to e-commerce is not a temporary one. The consumers now demand the convenience and choices offered by online shopping, while the businesses adapt by investing in their digital storefront. This creates a competitive pressure: if your competitor sells online and you don't, you risk losing market share. However, it's not enough just to have an eShop - success comes from it being well-designed, functional and tailored to the needs of your audience.

Practical tips for building an eShop

If you are in the planning or decision stage for the creating an online store, here are some practical tips that will help you make the right decisions and work effectively with the partner who will take on the project:

1. Set your budget realistically: Before you start anything, make an honest assessment of the amount you are willing to invest. Take into account all the factors we mentioned: not only the initial development, but also hosting, maintenance, content (do you need professional product photos?), and marketing. If your budget is limited, you may need to start with a simpler eShop and add features later. It is important to have a a clear budget because this will guide your choices (e.g. platform selection, range of custom tasks, etc.). necessary costs and facilities/luxuries. Separate the "must-have" from the "nice-to-have" for your website launch.

2. Select the appropriate platform: There is no "one solution for all". Consider the available platforms and decide based on your size and needs:

• If you are very small business with few product codes, a SaaS solution (e.g. Shopify) may be enough to get a reliable result quickly.
• If you want full flexibility and ownership, and you have or plan to develop large custom functions, an open-source solution (WooCommerce, Magento, PrestaShop) may be preferable.
• If you already have a WordPress website and are happy with it, WooCommerce will integrate smoothly into it.
• For a large online store with international ambitions, Magento might be suitable, but be prepared to invest in serious technical support.
• Don't underestimate niche platforms depending on the industry: e.g. for handmade sales you might consider marketplace platforms (Etsy) or if you want a very simple shop maybe a plug-and-play tool like Wix/Weebly (although these have scaling limitations).

Once you have been informed, discuss with your potential partner why they are proposing a particular platform. A good one eShop developer will assess your needs and guide you to the right choice instead of trying to sell you a solution that doesn't suit you. Remember: the platform must be able to support the growth of your business 3-5 years from now.

3. Emphasize user experience and responsive design: A nice eShop is not just about looks, but more importantly about functionality and user experience (UX). Make sure the design will be mobile-friendly (responsive), as over 50% of all visits to eShops now come from mobile devices. A user-friendly interface, with easy navigation, clear "Add to Cart" buttons and a simple checkout process, will increase the chances of a visitor becoming a customer. Work closely with your UX/UI designer - let them understand your audience and what you consider important. Possibly ask for prototypes or wireframes before final implementation, so you have a say in decisions about the structure and flow of the eShop. Remember that first impressions count: a customer who enters a crudely built or slow eShop will likely leave quickly and turn elsewhere.

4. Work with experienced professionals: Creating a successful eShop is a team effort. Your "team" will ideally include:

• Web developer(s): For the implementation of the front-end and back-end. They must have an excellent knowledge of the platform to be used.
• Web designer / Graphic designer: For the design of the appearance, the creation of visuals, banners, the choice of colors and fonts that fit your corporate identity.
• Specialist in UX/Conversion: If possible, someone to guide the structure of the site to maximize conversions (sales). Many web design agencies have this expertise and offer it in their packages.
• Product photographer/copier: To create attractive content (photos, product descriptions). Often the entrepreneur himself takes care of this part, but if your products need a professional presentation, it is worth investing in good content.
• Digital marketer or SEO specialist: So that from the beginning the eShop is built with search engine optimization (SEO) and future promotion in mind. The URL structure, meta tags, loading speed, all of this matters for how your site will rank in Google.

Whether you find a partner for the eShop development (a company or a freelance full-stack developer) or build your own team, make sure there is experience and a portfolio of similar projects. Ask to see other eShops they have built, ask about any certifications (e.g. if they are Shopify Partners, if they have Magento Certified Developers, etc.). The right team will save you time, money and prevent costly mistakes.

5. Invest in safety: Trust is key in e-commerce. A customer should feel secure when putting their card details or personal data on your site. Make sure your eShop is completely safe:

• Always SSL certificate (https://) on all pages.
• Security updates to the platform and plugins as soon as they are released.
• Use reliable payment gateways for payments (which already comply with PCI DSS security standards).
• If sensitive customer data is stored, work with the developer for an encryption application or choose not to store it at all if not necessary.
• Plan backup procedures. An eShop is open 24/7 - what happens if the server goes down or an error occurs and data is lost? There should be backups and a restore plan.
• Comply with the laws on personal data (GDPR). Privacy policies, cookies, and explicit consent where required, so the customer feels and is legally covered.
  A security breach incident can irreparably damage your reputation. Security is not a point of economy - work with experts if you need to and consider it part of the "infrastructure" cost as you would pay for alarm and security in a physical store.

6. Monitor market trends: E-commerce is constantly evolving. New technologies (e.g. voice search, AI service chatbots, augmented reality product displays), new marketing practices (e.g. TikTok ads, influencer marketing) and changes in consumer behaviour occur every year. Be sure to stay up to date on trends and customize your eShop analogues. For example, in recent years we have seen an increase in mobile shopping, so invest in mobile UX. Also, the pandemic has highlighted the importance of omnichannel - many customers expect a single experience between physical and online store (e.g. click & collect services, easy returns to the physical store for online purchases). As your eShop grows, consider how you can leverage such practices to remain competitive. Monitor what your competitors are doing, and best practices internationally. One advantage of the digital world is that changes can be made quickly at a lower cost than in a physical space - take advantage of this.

Cost analysis by type of eShop

Since we have covered the theoretical factors, let us attempt to give specific cost frameworks for different "levels" of online shops. The following ranges are indicative and based on common projects in the Greek market:

• Basic eShop (Basic): A simple eShop with limited functionality, few products (e.g. <100), basic design without any special custom modifications. Usually implemented on platforms such as WooCommerce or Shopify with a ready-made template. The cost can start from around 1.000€ (for a DIY approach or using a very cheap package) and up to 5.000€ if entrusted to a professional with all the setups, adjustments and some customization. At this level, the business owner himself may be heavily involved (e.g. passing on products, writing texts) to reduce costs. Basic eShops are suitable for very small businesses or MVP (Minimum Viable Product) stores - a first version to test the market.
• Advanced eShop (Medium): Here we are talking about a more sophisticated eShop, with more products (hundreds or a few thousand), custom design elements, maybe some special features (e.g. link to Skroutz/ERP, a blog built-in, loyalty system etc.). Platforms: WooCommerce with lots of plugins and customizations, or Shopify Plus plan, or Magento Open Source for medium volume, or PrestaShop. Costs on these projects usually range from 5.000€ to 20.000€ depending on the complexity. It will usually include professional UX/UI design, a lot of development work for customizations, and possibly some post-launch support package. Most medium-sized enterprises (e.g. an established retailer that is now building an eShop) fall into this cost category. For ~10,000€ - 15,000€ a business can get a very respectable eShop with all the basic bells and whistles needed to compete online.
• Enterprise eShop (Large): It is about extensive large-scale eShop, with thousands of products, many users/managers, perhaps presence in many countries, fully custom design and development, integrated with multiple corporate systems (ERP, CRM, WMS, etc.), and high performance and security requirements. Usually implemented on Magento (Adobe Commerce), or fully custom platform, or SaaS enterprise platforms. Here the build cost starts from around 20.000€ and can reach or exceed the 100.000€ for very large projects. Such a budget is available to large chains, supermarkets, telecom providers, or businesses that rely almost exclusively on the online channel. These projects usually involve a large team (project managers, business analysts, multi-disciplinary developers) and apply enterprise-level implementation methodologies. Also, these costs often include extensive testing, staff training, data migration from legacy systems, etc. It is not the norm for the majority of Greek companies, but it should be mentioned because it shows the upper end of the spectrum.

Of course, in between these categories there are many levels and hybrid cases. The point is for the practitioner to realize that there are a range of prices for eShop website construction, and it depends on his needs. It makes no sense to pay €50,000 for an eShop if another one with €5,000 fully meets your requirements - but neither should you expect that €1,000 will produce a result that competes with the top online stores on the market. The goal is to achieve optimal quality-cost ratio: spend as much as you need to make your eShop professional and efficient, but don't overspend on things that don't offer the same value.

Comparison of popular eShop platforms

A brief comparison between the most popular eShop creation platforms will help to confirm what we have already mentioned and see the advantages/disadvantages of each option briefly:

WooCommerce (WordPress): The most popular solution for small businesses worldwide. Benefits: Free software, huge ecosystem of plugins/themes, flexible and SEO friendly. It works within WordPress, so it's ideal if you want a content site/blog along with the eShop. Low initial software cost. Disadvantages: Requires good technical management (updates, backups), in large stores (many products/orders) it may need very powerful hosting to perform. Overall low cost of ownership but with a need for technical support from experts when it grows up.

Magento: Powerful, enterprise-class platform. Benefits: Very rich possibilities out-of-the-box, scalable for very large catalog and users, ideal for custom implementations and deep integrations. Disadvantages: High complexity - needs experienced Magento developers, higher development and hosting costs (it's "heavy"). The Open Source version has no license costs, but the Open Source version has no license costs, but the eshop construction in Magento it is essentially financially viable only for medium-large enterprises with a corresponding budget. The Commerce (Enterprise) version has high license fees. Overall, suitable if you have very high requirements and resources to support them.

Shopify: Very popular, especially with SMEs and startups. Pros: Ease of use. You can have a functioning eShop even in a few days. No server/hosting management needed - everything is provided as a service. It offers beautiful templates and an ecosystem of apps for additional functionality. Excellent support and continuous improvements to the product. Disadvantages: Monthly cost (subscription + transaction fees if you do not use their payment system). Limited flexibility for very niche functionality - what doesn't exist as an app, can't be easily added. Multi-language/multi-currency is implemented but not as comfortably as on open-source platforms. Also, Shopify does not give you full access to the server-side code, so you are bound to his environment. Generally it is ideal for small to medium players who want a reliable shop quickly and accept ongoing costs in exchange for convenience.

PrestaShop: Something between WooCommerce and Magento in terms of targeting - mainly aimed at SMEs. Pros: Open-source (free), designed from the start for eShop (unlike WooCommerce which "snaps" into WordPress). Has several built-in functions and a number of additional modules. Doesn't require as complex infrastructure as Magento, lighter. Disadvantages: In Greece less widespread than WooCommerce, so perhaps harder to find a qualified developer commonly available. Some advanced features need paid module purchases. Overall, reliable solution if it suits you, with costs somewhere in the middle: neither as low as a simple WooCommerce, nor as high as a Magento.

Other platforms: There are of course other solutions (OpenCart, Drupal Commerce, Wix Stores, Marketplace platforms such as Etsy/Amazon for those who do not want their own site, etc.). The choice is wide, but the above four are the most prevalent in the Greek ecosystem of professional eShops. If you work with a web development company, they will usually recommend the one they know best or the one that fits your requirements. Do not hesitate to ask for justification of the proposal. For example, "Why do you recommend platform X and not platform Y?". The answer will enlighten you and show you whether the partner understands your needs in depth or is simply promoting the solution they know.

In any case, the success of the eShop will depend not only on the platform, but on how it is used. A well set up platform with proper configuration and optimization can work wonders, while the same platform without proper setup can fall short. So, pay more attention to the implementation team and less to the "label" of the technology.

Investment with perspective

Building an eShop is a journey that starts with a clear vision: expanding your business online and accessing new markets. Like any major business move, it requires careful planning, trusted partners and strategic decisions about the budget and tools to be used.

The costs of building an eShop may initially seem daunting, but they must be seen in the light of the return on investment (ROI). A functional, attractive and fast eShop can bring significant revenues in your business and open up new horizons for growth. Conversely, a cheap but sloppy implementation can cost you opportunities and damage your reputation. The goal is to find the happy medium, where the available resources are used to create an online store that deservedly represents your brand, serves customers with ease and security, and is ready to evolve further when your business grows.

Finally, remember that construction is only the beginning. After launch, the real work begins: promotion, optimization, customer service, data analysis and continuous improvement. Choosing a partner eShop website construction that also offers digital marketing services or stays by your side for support, you will have a valuable ally throughout the life of your online store.

In conclusion, creating an eShop is no longer a costly adventure into the unknown, but a completely manageable process, as long as it is done with knowledge and foresight. With the right steps and the right choices, the question "how much does it cost to build an eShop" is converted into "how much value the eShop can bring to my business" - and the numbers show that this value can be huge.