Price of an online store

Before discussing price, it’s important to choose the foundation: the platform determines how much it will cost to build your store and, more importantly, to maintain and scale it.

At Marabelia, we primarily work with WordPress + WooCommerce because it is a flexible, widely used and cost-effective option for most projects. It allows you to start with a solid store and then add plugins or custom features as your business grows.

• WooCommerce is ideal for catalogues of up to ~5,000 simple products or environments with many variations (around ~32,000 combinations/variations). This is not a system limitation, but a reasonable threshold to maintain good performance without unnecessary technical complexity. WooCommerce documents cases of much larger stores when the infrastructure is properly configured.
• Shopify can be a great option if you want speed and an “all-in-one” ecosystem, but it usually involves a monthly fee plus paid apps, and operational limits should be reviewed depending on catalogue size and variations. For larger projects, a powerful Shopify store typically ranges from €8,000 to €20,000 (plus subscription and apps).
• PrestaShop works well for “pure” e-commerce and large catalogues, although projects with many combinations may require more careful architecture and optimisation. Official estimates place agency-built projects between €5,000 and €25,000, with additional typical costs such as custom features (€1,000–€5,000) and maintenance (€100–€400/month).
• Custom development usually makes sense when the store becomes a system: large inventories, advanced CRM/ERP integrations, complex country-based rules, automations, etc. In these cases, budgets typically start high (from €10,000 up to €25,000 depending on scope).

For this reason, this guide is based on WooCommerce: it’s the most efficient foundation to start and grow in layers (base + extras). If the project exceeds certain thresholds in catalogue size or operations, then more advanced solutions or architectures can be considered.

This price corresponds to a very basic online store, designed to start selling without logistics — ideal for services, digital products or downloadable items, where you don’t need to configure shipping, zones, carriers or country-based rules.

It can also serve as a launch store with a minimal catalogue (up to 5 simple products), but it’s important to be clear: as soon as physical products and shipping are involved, additional costs are usually required (shipping setup, extra payment methods, larger catalogue, variations, languages, etc.).

That’s why, after the base price, you’ll find a breakdown of sections where you can clearly see which extras are typically needed and how they affect the total budget.Includes:

• • Basic store (structure + setup).
  • “Home” page with slider carousel, featured productsgrid , main categories grid, headline/claim and footer with contact details and policies.
  • Upload of up to 5 simple products.
  • Shop page with sidebar panel (widgets: search, price filter, category filter, recently viewed products and cart)
  • Customer account area and login.
  • 1 payment method configured (Redsys, PayPal or Stripe).
  • RBasic GDPR compliance + basic returns policy (template-based and quick adaptation).
  • Spanish VAT setup (standard configuration).
  • 🎁 HHosting + domain included for the first year (with purchase)
  • 40-minute recorded tutorial on how to manage your online store.

Hosting and domain are essential for your store to exist and run reliably. In many quotes, they appear as separate costs; here, it’s clearly included from the start:

• • Hosting: included free for the first year. → 100 €/year afterwards
    https://marabelia.com/producto/hosting/

  • Dominio: included free for the first year. →  20€/year afterwards
    https://marabelia.com/producto/dominio/

Template we will use for your online store: Flatsome

When we talk about e-commerce design, it’s not just about “looking nice”: it’s about being fast, easy to navigate, offering a clear shopping experience, and being ready to scale (categories, filters, featured products, cart, checkout…). That’s why, for most projects, we work with Flatsome, one of the most powerful templates for WooCommerce.

What does Flatsome offer in terms of design (and why do we recommend it)?

• • Modern, brand-style designs (impactful homepage, banners, sections, icons, CTAs).
  • Much more complete product pages: galleries, variations (sizes/colours), upsells and bundles.
  • More “pro shop” category structures: collections, featured items, grids, promotional blocks.
  • Visual builder to fine-tune the design without breaking the site.
  • Solid foundation for usability and SEO (clean, well-structured layout, easy to optimise).

Demo 1 (Fullscreen Fashion): https://demos.flatsome.com/demos/shop-demos/fullscreen-fashion/  | Demo 2 (Classic Shop): https://demos.flatsome.com/demos/shop-demos/classic-shop/

Important: the template licence is not included in the base price. If you’d like us to purchase and manage the licence (recommended for automatic updates and proper setup), the cost is: Flatsome licence (managed by us): +70 €.

Extras based on product type and catalogue

The catalogue is one of the factors that most affects the price of an online store. Uploading 10 simple products (fixed price, single listing) is not the same as setting up variable products with sizes, colours and combinations, where attributes, variations and stock must be configured — and often optimised for clarity and conversion.

To keep pricing transparent, we work with product upload packs depending on complexity. This allows you to start small and scale your catalogue progressively without overpaying.

Bulk product import extras

If your catalogue is large, this saves a huge amount of time (and avoids human error). We handle bulk imports from Excel or CSV files, provide training, and leave everything ready for future imports (including templates and importer setup). Highly recommended for stores with more than 50 products.

Content, pages and translation extras

Content is what turns a store from “existing” into one that sells and ranks. This includes key pages that build trust (About Us, FAQ, Blog, service pages, etc.) and translations if you plan to sell in multiple languages.

In e-commerce, translation is not just about converting text — it’s about maintaining a consistent shopping experience (menus, buttons, checkout messages, informational pages) and preparing your catalogue for each language. We use clear pricing per page, per language and per product.

Extras for plugin implementation and custom feature development

This is where an online store moves from being a “standard shop” to a store tailored to your business. Not all shops sell in the same way, nor do they need the same features: some projects only require a simple catalogue and a clean checkout, while others need process automation, personalised purchasing flows or specific rules to sell more effectively.

At Marabelia, we follow a practical approach: if a reliable solution already exists, we use it (to save time and budget). If what you need is highly specific or doesn’t fit well within a plugin, we develop it from scratch, ensuring it works smoothly, doesn’t break anything, and remains scalable.

There are two main approaches:

• A plugin already exists: usually the fastest and most cost-effective option. You pay for the plugin licence (if required), and we handle installation, configuration and testing.
• Custom development: when you need specific functionality, unique business logic or something that plugins don’t handle well (or require complex integrations and fine-tuning).

Payments, invoicing and taxes

This section defines two fundamental aspects: how you get paid and how you invoice. In an online store, a well-configured payment setup reduces friction at checkout (and increases conversions), while a proper tax setup prevents issues when you start selling consistently or across different markets.

In the base price, we include one configured payment method and the standard Spanish VAT setup. From there, the budget may vary depending on your needs — for example, if you require additional payment options (to match customer preferences), if you want an automated invoicing system with invoice generation for your clients (including integration with Veri*factu via connector, where applicable), or if you plan to sell outside Spain and need to configure OSS/country-based VAT or other international tax rules.

Shipping by country, weight and/or volume

When shipping varies by country and depends on weight and/or volume, the setup becomes significantly more complex. Instead of a fixed rate, you’re working with rules..

Each product may have a different weight, each cart may combine multiple items, and each country may have different pricing tiers. The more variables involved (country + weight + volume + carrier + minimum order values + free shipping thresholds…), the more scenarios need to be configured and tested to ensure the checkout works correctly and always shows accurate pricing.

Website maintenance and security for online stores

An online store is not a “set it and forget it” website. It’s a living system: plugins update, payment methods change, new WordPress versions are released, security adjustments are needed, compatibility issues arise… all while you’re trying to run your business.

That’s why maintenance is not optional — it’s what ensures your store keeps working, loading fast and staying secure.Without maintenance, common issues include:

• Checkout or payment gateway errors after updates
• Site crashes due to plugin/theme incompatibilities
• Security breaches or hacking attempts (very common in e-commerce)
• Data loss or lockouts without recent backups
• Spam-filled forms or suspicious activity

Maintenance is, quite literally, what allows you to sleep peacefully while your store runs 24/7.

Clear pricing with no surprises

In summary: the price of an online store is not a random number — it’s the result of choosing what you actually need to sell today and scale tomorrow. With a clear base from €1,200 and a transparent extras table (catalogue, shipping, languages, payments, invoicing, plugins or custom features), you can calculate your budget logically and avoid surprises.

If you’d like an exact quote for your specific case, get in touch and we’ll prepare it based on this same structure — with recommendations to help you invest first in what has the greatest impact on sales and stability.