How much does it cost to run an online store?

When you dream of selling online, one of the first questions is often: "What does it actually cost?" The answer is that the price can vary greatly, but it doesn't have to be expensive or complicated. For many entrepreneurs, artists, and small business owners, the goal is to keep costs down while having a professional solution.

This guide gives you a clear overview of the typical costs of running an online store and how to choose a solution that fits your budget and needs – without unpleasant surprises.

The typical expenses for an online store

Most online store costs can be divided into a few main categories. When you understand these, it's easier to choose a transparent solution.

Online store system/Platform

This is the core of your online store – the system that keeps track of your products, orders, and design. The pricing models vary:

Monthly subscription: Many systems charge a fixed monthly or annual price. The price often depends on features, number of products, or revenue.
Transaction fees: Some systems take a percentage of each order you receive, in addition to a subscription.
Free, but with limitations: Some platforms offer a free version, but it often has major limitations in features, design, or number of products, and may require you to upgrade quickly.

Payment solution

For your customers to pay you, you need a payment solution. This can involve:

Gateway agreement: An agreement with a payment provider (such as Stripe or PayPal) that connects your online store with banks. Often there's a monthly fee and/or a startup fee.
Acquirer agreement: An agreement with an acquirer (e.g., Clearhaus or Worldline) that handles the actual money transfer from the customer's bank to your account. Here there's often a fee per transaction.
Integrated solutions: Some online store systems offer their own built-in payment solution, which combines gateway and acquiring in one agreement. This significantly simplifies the process and eliminates the need to enter into separate agreements. There's typically a transaction fee, but no fixed monthly fees or startup fees.

Domain name

Your domain name is your online store's address on the web (e.g., yourstore.com). It's an annual expense that typically costs a few hundred dollars per year.

Marketing and Advertising

For your customers to find you, you need to make your online store known. This can be a large item, but it's also one of the most flexible:

Search engine optimization (SEO): Work on getting your online store to appear higher in Google searches – you can often do this for free yourself.
Social media: Organic posts are free, while ads on Facebook or Instagram cost money.
Paid ads: Google Ads, Facebook Ads, etc. Here you decide your own budget.
Influencer marketing, email marketing: Other ways to reach potential customers.

You decide yourself how much you want to invest here, and you can start with free methods.

Hidden costs – be aware of these

Some solutions can look cheap at first glance but hide extra costs. Be aware of:

Support: Is support included in the price, or do you have to pay extra for help? Free support can save you a lot of frustration and money.
Design/Themes: Is there a free selection of professional designs, or do you have to buy a theme to make your online store look good?
Plugins/Apps: Some online store systems require you to buy extra apps to get important features (e.g., advanced inventory management, integrations).
Security (SSL certificate): Some older systems require you to buy a security certificate to protect data, while modern systems often include this for free.

What's the easiest and cheapest solution for beginners?

For you who want to run an online store without technical hassle and unexpected expenses, an all-in-one solution is often the best way forward. These systems bring all the necessary parts under one roof, so you avoid having to piece things together from different providers.

An example of such a solution is GoShup.com, which is designed to be the easiest online store system. Characteristics of this type of solution are typically:

Transparent pricing: One fixed monthly price that covers the online store system, web hosting, and often also your domain name.
Built-in payment solution: Avoid entering into separate agreements with payment providers. You typically get a user-friendly solution with fixed, low transaction fees, but without fixed monthly fees or startup fees.
Free support: Get help when you need it, without extra costs.
Simple design: Easy access to professional designs that don't cost extra.
Few or no plugins: Necessary features are often built into the system, so you avoid having to buy extra apps.

This makes it predictable and manageable to run an online store, as the fixed expenses are easy to budget with, and the variable expenses (transaction fees) only come when you make money.

Conclusion: Choose simplicity and transparency

Starting and running an online store doesn't have to drain your wallet or your patience. By choosing a solution that prioritizes simplicity, transparency, and includes the most important features, you can focus on what really matters: your products and your customers.

Always make sure to understand the total price, including fixed subscriptions, transaction fees, and any hidden costs, before making your choice. That way you avoid unpleasant surprises and get an online store that's easy to run and fits your budget.

How much does it cost to run an online store?