Online store development: steps, choices and costs

Start with the basics: what will you sell, and to whom?

Before you look at platforms, answer a few questions. They decide which solution fits:

• How many products do you have, and do they come in variants such as size or colour?
• Do you sell to consumers, businesses or both? Business customers often want prices excl. VAT and to pay by invoice.
• Do you only sell in the Netherlands, or abroad too?
• Do you already have a till system, stock management or accounting software that needs to connect?
• Who handles the orders, and how much time do they have for it?
• How will you deliver: by post, your own delivery or collection?

Shopify, WooCommerce or a custom online store?

There are roughly three routes. Each has pros and cons:

• A ready-made platform such as Shopify: quick to launch, lots of features and apps, and little technical work for you. You pay a monthly subscription and sometimes a fee per sale, and you are tied to what the platform can do.
• WooCommerce on WordPress: lots of freedom and a huge choice of extensions. It does need more maintenance, because every plugin has to be updated and properly secured.
• A custom online store: everything exactly the way you want it, connected to your own systems. More expensive to build, but with nothing you don't need and a good fit with your own processes.

For a standard product shop, an existing platform is often the smartest start. A custom build pays off when your ordering process is different, for example with your own delivery rules, bundled products or a link to your own system. Read more about that choice in custom software or an off-the-shelf package.

One custom example from our own work is the ordering platform for Apple Mix Fried Chicken in Den Helder: a menu in 18 categories, diet and allergy labels such as halal, vegan and gluten-free, a basket with delivery costs and a minimum order value, and a live notice showing whether the restaurant is open right now. You can see the project in our work.

What does a good online store need?

• Clear product pages: good photos, a clear description, the price incl. VAT and the delivery time.
• Search and filters, especially if you have lots of products.
• A fast, simple checkout, including the option to buy without an account.
• The payment methods Dutch shoppers use, such as iDEAL, and possibly credit card or pay later.
• Clear information on shipping costs, returns and warranty before someone reaches the checkout.
• Terms and conditions, a privacy statement and your company details.
• A design that works well on a phone, because that is where many orders are placed.
• Confirmation emails and a clear order status.

Think about accessibility too. Since 28 June 2025 the European Accessibility Act applies, and it affects consumer webshops among others. Read more in our article on an accessible website. For the exact rules that apply to your shop, it is best to ask a legal expert.

Online store development in six steps

• Introduction and wishes: what do you sell, to whom, and which integrations are needed?
• Choosing a platform or custom build, with a clear price and timeline.
• Design: start with the product page and the checkout, because that is where the money is made.
• Build and connect: payments, shipping, stock and possibly your accounting.
• Add products and test: real test orders on mobile and desktop, including returns and error messages.
• Launch and measure: set up conversion tracking so you can see where visitors drop off.

How much does online store development cost?

The costs come in two parts: building the shop and keeping it running. The build price depends on the number of products, the design and above all the integrations. At Violexa a custom website or web application starts from €1,799 excl. VAT (€2,177 incl. VAT). An online store with integrations usually costs more; larger projects get a fixed price upfront, in writing.

On top of that you have ongoing costs. Think of hosting or a platform subscription, transaction fees from your payment provider, any apps or plugins, and maintenance. Third-party prices change, so always check the current price. Want someone to look after your shop? Our maintenance plans are Silver €179 (€217 incl. VAT), Gold €299 (€362 incl. VAT) and Platinum €699 (€846 incl. VAT) per month excl. VAT.

After launch: visitors and sales

Putting an online store live is only the start. Without visitors you sell nothing. Begin with a few channels that suit your product: Google Shopping and search ads for people who are already searching, SEO for category and product pages, and email for returning customers. Not sure your own shop is the best place to start? Read your own webshop or a marketplace.

In the first months, focus on where visitors drop off. Do they reach product pages but add nothing to the basket? Then something is wrong with the photos, the price or the information. Do they leave during checkout? Then the problem is often shipping costs, a required account or a missing payment method. Small fixes in those places often bring in more than extra ad budget.

Common mistakes with a new online store

• Only showing shipping costs in the final step. That is one of the biggest reasons people abandon their order.
• Forcing people to create an account for their first order.
• Poor product photos, or too few of them.
• Not placing proper test orders before launch.
• Spending all the time on design and leaving no budget for marketing.

Having your online store built by Violexa

At Violexa we build online stores and ordering platforms that fit the way you work, with payments, delivery and integrations where needed. See our websites and apps service for what we do.

Want to know which route is smartest for your shop? Book a free quickscan. In a 30-minute conversation, online or on location, we discuss your plans. Afterwards you get short written advice with a price indication, with no obligation.

Frequently asked questions