What does an online store cost? The honest guide
The answer is rarely as simple as the cost of a subscription. From payment fees and design customization to ongoing operations and marketing, there are a wide range of costs that many new online store owners overlook.
Platform costs - the monthly subscription
| Platform | Monthly price (ex. VAT) | Transaction fee | Hosting incl. |
|---|---|---|---|
| Shoporama PRO | 1.400 kr. | 0% | Yes to Shoporama PRO |
| Shoporama FLEX | 0 kr. | 5% | Yes, Shopify Basic |
| Shopify Basic | approx. 275 kr (36 USD) | 2% (for external payment) | Yes (for external payment) |
| WooCommerce | 0 kr (plugin for free) | 0% | No (typically 100-500 kr/month) |
| DanDomain | From approx. 499 kr. | Varies | Yes (typically) |
A low monthly price can be misleading. Shopify's add-on apps can quickly add up to an extra $500-2,000 per month. WooCommerce is "free", but hosting, plugins and maintenance cost time and money. Check out Shoporama's prices.
Payment solutions and fees
- Stripe - 1.5% + 1.80 kr per European card
- QuickPay - from 0 kr/mth + transaction fee from 0.25 kr
- ePay/Bambora - from approx. 149 kr/mo
- MobilePay Online - typically 1 kr per transaction
- Klarna and ViaBill - typically 2-3.5% of the order value
Realistic estimate: Expect 1.5-2.5% of your revenue in total payment fees. At 100,000 kr/month, this is 1,500-2,500 kr. Remember that Shoporama PRO charges 0% platform fee on top - unlike Shopify.
Design and themes
Free themes: Most platforms offer free themes. Price: 0 kr.
Premium themes: Typically 500-2,500 kr as a one-time purchase.
Custom design: $10,000-150,000 depending on complexity. For most new webshops, a free theme is plenty.
Operation and maintenance
- Domain: 30-80 kr/year
- SSL: Included with Shoporama and Shopify. WooCommerce: free via Let's Encrypt or 200-800 kr/year
- Newsletters: Shoporama: 1 kr per 100 emails. External: 500-2,000 kr/month for growing lists
- Accounting: e-conomic, Dinero, Billy - typically 100-400 kr/mo
- Shipping: Typically 30-55 kr per package for domestic shipping
- Optional extras: Shoporama: server-side tracking 89 kr/md, newsletter 1 kr/100 mails. Shopify: apps typically 1,000-3,000 kr/md
Marketing budget
Marketing is the biggest and most underestimated cost.
- Google Ads: Min. 2,000-5,000 DKK/mo to get started
- SEO: Professional help $3,000-10,000/mo
- Social media: £1,500-3,000/mo in ad budget
- Product photos: 50-300 kr per product
Rule of thumb: Set aside 15-25% of expected revenue for marketing in the first year.
The big picture - realistic annual budget
Scenario A: Startup with a low budget
| Item | Annual cost |
|---|---|
| Platform (Shoporama FLEX) | 0 kr + 5% of revenue |
| Domain | 50 kr |
| Payment gateway | approx. 1.5% of revenue |
| Marketing costs | 24,000 kr (2,000 kr/month) |
| Total (ex. turnover fees) | approx. 25,000 kr |
Scenario B: Professional webshop
| Annual price | |
|---|---|
| Platform (Shoporama PRO) | 16.800 kr |
| Payment gateway | approx. 2% of revenue |
| Marketing (Shoporama PRO) | 60,000-120,000 kr |
| Accounting | 3.600 kr |
| Product photos | 10.000-15.000 kr |
| Total (ex. turnover fees) | approx. 95,000-160,000 kr |
At 1,000,000 kr in revenue, there are approximately 20,000 kr in payment fees, but 0% platform fee with Shoporama PRO. See Shopify comparison and WooCommerce comparison.
Conclusion
Marketing is the biggest expense - not the platform. Whether you pay $0 or $1,400/mo, it's marketing that determines the success of your online store.
Beware of hidden fees. Transaction fees and add-on apps can double your monthly cost. Choose a platform that is transparent with its prices.
Think long-term. As revenue increases, platforms with fixed prices and 0% transaction fees become the best deal. Read more about cheap online shop solutions.
See also free online store, online store for startups or Shopify alternatives.
Frequently asked questions
How much does it cost to start an online store?
You can start from under $10/mo with Shoporama FLEX ($0 + 5% of sales) plus a domain (around $70/year). The biggest expense is typically marketing, not the platform.
What are the hidden costs of an online store?
Transaction fees (up to 2% on some platforms), paid apps/plugins, hosting (WooCommerce), and marketing. Shoporama PRO has none of the first three.
How much should I spend on marketing?
As a rule of thumb: 15-25% of expected revenue in the first year. Start with $2,000-5,000/mo in Google Ads and adjust based on results.
Get started with a realistic budget. Check out Shoporama's pricing and start your free trial today.