Short answer: a custom agency build can cost anywhere from thousands to hundreds of thousands of dollars, depending on the build and the services involved, and the build quote is usually the smallest part of what an agency-built store costs. Add the maintenance retainer, the hourly rate for every change after launch, the app and developer time to keep it working, and the redesign a few years later, and many stores spend far more than they planned for a storefront that stops improving the week it launches. A managed storefront plan folds the design, build and ongoing changes into one monthly price. For most Shopify and BigCommerce stores that is the better use of the money. For some it is not, and we will tell you which.
We are an agency, and we still do custom builds. That is exactly why we know where the money goes.
Where an agency-built store's money actually goes
1. The build
Discovery, design, development and launch, usually billed as a project with a large deposit. This is the number everyone compares, and it is the one that matters least over time.
2. The retainer
Most agencies sell a monthly support or maintenance retainer after launch, often for a set number of hours. Unused hours tend to expire. Work beyond them is billed extra.
3. Every change after launch
A new landing page, a banner for a sale, a moved section on the product page. Without a retainer each one becomes a ticket, a quote and an invoice. With one, it eats hours. Either way the friction means changes stop happening, and the storefront slowly falls behind the business.
4. Keeping it working
Theme updates, app conflicts, speed regressions and platform changes. Someone has to watch for them, and on a custom build that someone is usually billed hourly.
5. The next redesign
Because the site was a one-time project, it ages as a one-time project. Many brands end up paying for a full rebuild a few years later and start the cycle again.
Add it up before you sign
Ask any agency quote to fill in this worksheet for the first year and the first three years:
| Line | What to ask |
|---|---|
| Build | Total, deposit, and what triggers extra charges |
| Retainer | Monthly fee, hours included, what happens to unused hours |
| Changes | Hourly rate outside the retainer, typical turnaround |
| Maintenance | Who handles updates, speed and app conflicts, and at what rate |
| SEO and content | Is any ongoing SEO, content or AI visibility work included at all |
Then put a managed plan next to it. Our numbers are public: Launch is $5,988 a year, Growth is $9,588 and Scale is $15,588. Each of those totals includes the semi-custom design and build, unlimited changes made for you, SEO set up at launch and kept current, weekly speed and health checks, and the plan's AI agents. There is no separate build invoice, no hourly change rate and no expiring hours.
Signs you are about to overspend
- The proposal is mostly about the launch and says little about month two.
- Changes after launch are priced by the hour with no turnaround commitment.
- The quote includes custom development for things your platform or an existing app already does. If you are still choosing a platform, read our Shopify vs BigCommerce comparison first.
- Nobody has asked how you will publish content or get found once the site is live.
- You are paying for "custom" mainly because the current theme looks generic. A semi-custom design solves that for far less.
When a custom agency build is still the right call
A managed plan is not the answer for every store, and pretending otherwise would be the same overselling we are warning about. A custom build earns its cost when:
- You need deep ERP, CRM or custom integrations on the storefront.
- You run Magento, WooCommerce or a custom platform.
- You are migrating platforms and carrying years of products, customers and orders across.
- Your brand genuinely requires every page designed from scratch.
Those are exactly the cases we handle on eCommerce Enterprise, scoped on a call with a written quote. Even then, we price it monthly so the work keeps going after launch.
Why a monthly plan changes the incentives
A project agency is paid to finish. A managed plan is paid to keep you. That one difference is why the storefront keeps getting new pages, new content and fixes after launch instead of freezing on day one. It is also why Launch, Growth and Scale carry a 30-day money-back guarantee: if the design is not right, you should not be locked in.
See what each plan includes on the eCommerce website plans page, or read our Growth plan breakdown if you want the AI agents doing the ongoing work.
Agency build vs managed plan FAQ
Why do agency-built stores cost more than the quote?
Because the build is only the first line. Retainers, hourly changes after launch, maintenance and an eventual redesign are usually billed separately and add up over time.
What does a managed storefront plan cost per year?
At 1Digital, eCommerce Launch is $5,988 a year, Growth is $9,588 and Scale is $15,588, with the semi-custom design and build and unlimited changes included.
When should I still choose a custom agency build?
When you need deep ERP, CRM or custom integrations, run Magento, WooCommerce or a custom platform, are migrating platforms, or need a fully custom design. That is eCommerce Enterprise.
Do platform fees come on top of the plan?
Yes. Your Shopify or BigCommerce subscription, apps, transaction and payment fees are billed by those providers and paid by you.
Does a storefront plan cover a redesign, or is that another agency-sized bill?
It is covered. Launch, Growth and Scale include Always Fresh: a free storefront redesign 2 years after go-live, at your plan's page types, using your current products and content. Ask about 30 days before the 2-year mark. Redeeming starts a new 12-month term at your current rate. An agency redesign is usually quoted as a new project.