Shoproller is an Estonian e-commerce platform that lets you set up an online store without a developer. WooCommerce is the free, open-source e-commerce plugin for WordPress. You can build a good online store with either, but their costs are structured very differently. To be upfront: we build online stores with WooCommerce, but below is a comparison to help you choose for your own situation.
In short
| Shoproller | WooCommerce | |
|---|---|---|
| Getting started | Easy to start yourself, 30-day free trial | Needs a developer or technical skills |
| Costs | Monthly plan fee, for as long as the store runs | One-off development + hosting |
| Limits | Number of products and languages depends on the plan | No limit on products or languages |
| Flexibility | Limited to what the platform offers | Very high, can be developed further |
| Maintenance | Shoproller takes care of updates | Updates are your (or your developer's) responsibility |
| Ownership | The store runs on the Shoproller platform | The store and data are yours |
Why choose Shoproller?
Shoproller is a good choice if you want to start quickly and on your own. The platform's advantages are:
- Easy to start – you can open a store the same day, and the first 30 days are free.
- Estonian-language platform and support – help is available in Estonian.
- Payments and shipping built in – common payment methods and shipping options are part of the platform.
- No transaction fees – Shoproller doesn't take a cut of your sales.
- The technical side is handled – updates, security and servers are Shoproller's job.
If you have a small product range, you're still testing your business idea and don't want to spend money on a developer, Shoproller is a perfectly sensible start.
Shoproller's monthly fee
Shoproller is a subscription service: you pay for your plan monthly or a year in advance. The plan depends on how many products and languages the store has. Prices according to Shoproller's pricing page (September 2026, excluding VAT):
| Plan | Products | Languages | Paid monthly | Paid yearly |
|---|---|---|---|---|
| XS | 25 | 1 | €11/month | €9/month |
| S | 250 | 2 | €35/month | €29/month |
| M | 1000 | 4 | €59/month | €49/month |
| L | 5000 | 6 | €119/month | €99/month |
| XL | 10 000 | 6+ | from €155/month | from €129/month |
You can't buy a domain from Shoproller – you have to register it separately and connect it to the store. LEP is an official Zone partner – through our campaign link you get 58% off Zone hosting and domains for the first year.
How much does Shoproller cost in the long run?
The monthly fee looks small at first, but it never stops. Here's what you'd pay over a few years with yearly billing (the cheaper option):
| Plan | 1 year | 3 years | 5 years |
|---|---|---|---|
| S | €348 | €1044 | €1740 |
| M | €588 | €1764 | €2940 |
| L | €1188 | €3564 | €5940 |
Prices exclude VAT. As the store grows and you add products, you have to move to a bigger plan and the monthly fee grows with the store. When you stop paying, the store stops too.
WooCommerce: higher cost up front, lower in the long run
With a WooCommerce store you pay once for the development. After that, the only monthly costs are hosting and, if you want it, maintenance – there's no plan fee and no limit on the number of products or languages. The store and data are yours, and you can develop the store further as you like: new features, integrations with accounting or inventory software, content pages and a blog.
So the starting cost is higher, but the longer the store runs, the more it pays for itself. That's especially true if the store grows and you would have had to move to Shoproller's M or L plan.
WooCommerce's downside is that the software has to be updated regularly. If you don't want to do that yourself, you can leave it to a maintenance plan.
When to choose Shoproller?
- You want to start right away and on your own, without a developer.
- You have a small product range and are still testing your business idea.
- You don't want to deal with the technical side at all, and the monthly fee is a fair price for that.
When to choose WooCommerce?
- You plan to run the store for years and don't want to pay a monthly fee forever.
- You have lots of products or several languages, and Shoproller's bigger plans would get expensive.
- You want the store and data to be yours.
- You need custom solutions, integrations, or content marketing and a blog.
Summary
Shoproller is a good choice for a quick and easy start: the platform is in Estonian, payments and shipping are built in, and Shoproller takes care of the technical side. In return you pay a monthly fee for as long as the store runs. If you plan to run and grow your online store for longer, WooCommerce is usually cheaper and more flexible. We build WooCommerce stores from €1690, with no VAT added – see our e-commerce development service, read our comparison WordPress vs Shopify or get in touch.