One of the most common questions we get is: "Why is custom development more expensive than Wix?" The short answer is, you're buying a different product. The long answer requires breaking down where every euro goes.
This article isn't a quote or a price list — every project is different. It's a breakdown of cost components so that when you receive a quote, you can evaluate whether it's appropriate.
Stage 1: Discovery and planning
Before writing a single line of code, we typically spend 8-15 hours understanding the project. This includes:
- Initial conversation about business goals
- Competitive analysis and user flows
- Defining scope and priority of features
- Technical decisions (architecture, stack, infrastructure)
- Drafting technical specification
This stage is often underestimated. Without it, every later decision is made without context, leading to preventable mistakes. On average: 8-15% of total project cost.
Stage 2: Design
There are three levels of design work, each with a different price:
- Template adaptation — cheapest, but limited in flexibility
- Custom design from scratch — building visual identity in Figma
- 1:1 implementation from existing Figma — client has a designer, we implement
Custom design is the most expensive (20-30% of project), because it requires iterations, brand understanding and visual decisions. If the client has Figma ready, design phase cost can drop to 5-10%.
Stage 3: Frontend development
This is the component most people visualize as "development". Includes:
- Components and their variations
- Responsive layout (mobile, tablet, desktop)
- Animations and micro-interactions
- i18n setup for multiple languages
- Accessibility (a11y) — focus states, screen reader support
- Performance optimization (lazy loading, image optimization)
For a simple landing page: 30-40 hours. For an online store: 80-150 hours. For a SaaS platform with complex UI: 200+ hours.
Stage 4: Backend development
For projects beyond a simple marketing site. Includes:
- Database schema design
- API endpoints and business logic
- Authentication and authorization (roles, permissions)
- Integration with Stripe / payment systems
- Email systems (transactional, marketing)
- External API integrations (CRM, ERP, analytics)
Backend is often underestimated by clients because "you can't see it". But it's exactly what makes the difference between a site that works for 6 months and one that's in production for 5 years.
Stage 5: Testing and QA
Testing is a component that's often cut to reduce price. That's a mistake. Includes:
- Manual testing of user flows
- Cross-browser testing
- Mobile device testing
- Performance audits (Lighthouse, Core Web Vitals)
- Accessibility audit
- Security review
Stage 6: Deployment and support
Includes setup of production infrastructure, monitoring, analytics, SEO setup, and post-launch support. Usually 5-10% of project, but critical component.
Average ranges
- Landing page (custom): €1,500 — €3,000
- Online store (custom): €5,000 — €15,000
- Complex system (booking, dashboard, multi-role): €15,000 — €50,000
- SaaS platform (multi-tenant): €40,000 and up
If you've received a quote significantly below these ranges — ask for a detailed breakdown. The difference is often in what's not included: design, testing, documentation, post-launch support. The real cost usually ends up at the same level, just fragmented and without clarity.
Conclusion
Custom development isn't expensive in absolute terms — it's expensive compared to template solutions that do 30% of what you need. When compared to the real alternative (template + plugins + workarounds + limitations), custom often comes out cheaper on a 24-month horizon.