If you’re evaluating eCommerce agencies, one of your first questions may be: “How much does an eCommerce agency cost?”
TL;DR: Most mid-market brands invest $10k–$50k+/mo for ongoing eCommerce retainers; major projects typically run $50k–$250k+, depending on scope.
PPC management is commonly 10–20% of ad spend (with minimums). This data is based on 2024–2025 pricing benchmarks from Whatagraph, ChatterBuzz, Clutch, UpCity, WebFX, and Promethean Research.
Here are additional benchmarks to calibrate your expectations. A 2025 survey by Promethean Research, reports that:
- 36% of digital agencies charge $175-199/hr
- Another 32% charge $200-249/hr.
If you’ve started getting proposals, you’ve probably noticed pricing can vary dramatically for what appears to be similar work.
The reality is that eCommerce agency pricing is complex. It depends on the scope of services, the technical complexity, the size and complexity of your product catalog, the size and experience of the agency, and whether you need project-based work or an ongoing partnership.
At $20M+ in online revenue, you’re not looking at entry-level agency pricing. You need partners with enterprise-level capabilities, sophisticated technical expertise, and proven experience at scale. That comes with appropriate investment.
This guide breaks down what to expect when budgeting for agency partnerships in 2025, including pricing models, cost ranges by service type, and how to evaluate whether you’re getting fair value.
For a high-level summary of pricing ranges, see this table below:
| Service | Typical 2025 Range | Notes |
| Website redesign / build | $50k–$250k+ | Scope & integrations, catalog size, platform and other factors drive variance. |
| Platform migration | $75k–$300k+ | Data migration + SEO preservation + rebuilds. |
| Ongoing website optimization | $5k–$15k/mo | CRO, performance, enhancements. |
| Paid media management | 10–20% of ad spend (mins) | Percent + or flat + percent hybrids common. |
| SEO program | $3k–$10k/mo | Technical + content + authority. |
| Full-service retainer | $10k–$50k+/mo | Multi-discipline, specialized team; higher for enterprise. |
Introduction: What impacts eCommerce agency pricing?
Before diving into specific numbers, it’s important to understand what drives pricing variation across agencies. These are the primary drivers, and we’ll discuss each of them:
- Agency experience and expertise
- Technical complexity
- Team composition
- Scope and scale
- Service mix
- Geographic location
Agency Experience and Expertise
Agencies with deep eCommerce specialization, proven results with established brands, and technical sophistication command higher rates than generalists. You’re paying for knowledge that’s been developed across dozens or hundreds of implementations.
Technical Complexity
A basic Shopify site costs less than a complex Shopify Plus implementation with custom integrations to your ERP, OMS, and marketing stack. Simple Google Ads management costs less than sophisticated multi-channel strategies with advanced attribution modeling.
Team Composition
Senior strategists and technical specialists cost more than junior execution-focused team members. Mid-market brands typically need senior-level expertise, which means higher rates but better outcomes.
Scope and Scale
The size of your product catalog, traffic volume, number of SKUs, international considerations, and integration requirements all impact pricing. More complexity requires more time and expertise.
Service Mix
Website-only engagements are priced differently from comprehensive partnerships that include website, marketing, and analytics. Full-service coordination typically provides better value but requires a larger investment.
Geography and Market
Agencies in major markets (SF, NYC, LA) typically charge more than those in secondary markets, though remote work has somewhat equalized this. What matters more is capability than location.
What are the common pricing models used by marketing agencies?
Agencies typically offer three primary pricing models: hourly pricing, fixed fee project-based pricing, and monthly retainer pricing.
Understanding each helps you evaluate proposals and choose what aligns with your needs:
1. Hourly Pricing
Some agencies bill by the hour, typically ranging from $150-$300+ per hour, depending on team member seniority and agency positioning.
Pros:
- Flexibility for undefined scope
- Pay only for the actual time spent
- Easy to scale up or down
Cons:
- Unpredictable total costs
- Can incentivize inefficiency
- Requires close project management
- Not ideal for ongoing relationships
Best For: Small, well-defined projects with clear scope boundaries, or exploratory work where requirements aren’t fully known.
Our Take: Hourly pricing makes sense for specific technical consulting and audit work. But for a comprehensive eCommerce partnership, it creates misaligned incentives. You want partners focused on outcomes, not hours.
2. Project-Based Pricing
Fixed-price agreements for specific deliverables—website redesigns, platform migrations, comprehensive audits, analytics implementations.
Ranges reflect current public benchmarks; complex, multi-system commerce routinely lands above medians due to integrations, data migration, and QA scope. rickwhittington.com
Pros:
- Clear scope and budget certainty
- Aligned incentives (agency wants to deliver efficiently)
- Well-defined timeline and deliverables
- Good for specific initiatives
Cons:
- Scope creep can cause issues
- Changes require formal change orders
- Doesn’t support ongoing optimization
- Front-loaded investment
Best For: Specific initiatives with clear requirements—replatforms, redesigns, initial implementations. Also good for brands testing agency relationships before committing to an ongoing partnership.
Our Take: Project-based pricing works well for significant initiatives with a defined scope. Just ensure the SOW is detailed enough to avoid misalignment on deliverables.
3. Monthly Retainer Pricing
Ongoing partnership model where you pay a fixed monthly fee for a defined level of service and dedicated team resources.
A benchmark study by Whatagraph shows that specialty agencies commonly agree to $5K–$20K+ per month retainers, and eCommerce-specific retainers can average ~$14 K/month with ranges from ~$2.5 K up to ~$50 K.
Source: Whatagraph
Pricing Ranges:
- Marketing Management: $5,000 – $30,000+/month
- Full-Service Partnership: $8,000 – $50,000+/month
- Comprehensive (Website + Marketing + Analytics): $10,000 – $50,000+/month
Pros:
- Predictable monthly investment
- Ongoing optimization compounds over time
- Agency becomes an extension of your team
- Flexibility to adjust tactics within scope
- Proactive strategic partnership
Cons:
- May requires longer commitment (typically 6-12 months)
- Less flexibility to pause without losing momentum
- Higher monthly cash flow impact
- Requires clear communication about priorities
Best For: Brands committed to sustained growth and continuous optimization. This model delivers the best long-term results because improvements compound over time.
Our Take: For established brands, retainer relationships typically deliver the best ROI. One-time projects can move the needle, but continuous optimization is what drives 20-30%+ annual growth.
4. Hybrid Models
Many established brands prefer hybrid arrangements: project-based work followed by ongoing retainer, or core retainer with project add-ons.
Example Structures:
- Website redesign ($100K) → Marketing retainer ($15K/month)
- Core retainer ($20K/month) + Platform migration project ($150K)
- Analytics setup ($10K) → Optimization retainer ($8K/month)
Best For: Complex needs that span multiple service areas or brands that want significant project work with ongoing optimization support.
Our Take: This is often the ideal structure for $10M+ brands. Handle major initiatives as projects, then shift to a retainer for continuous improvement.
What are the cost ranges to expect by service type when hiring an agency?
- Website design and development typically range from $15,000 – $200,000
- Digital marketing services range from $3,000 – $10,000 per month for single-channel engagements, and $40,000+ per month for full-funnel engagements.
- Analytics and data services can range from $5,000 – $40,000+
Let’s break it down further.
Pricing Ranges:
Website Design & Development
Basic Shopify Site (Template-Based): $15,000 – $40,000
- Template customization
- Basic integrations
- Standard functionality
- Limited custom development
For context, Shopify Plus platform fees start around $2,300–$2,500/month before apps and add-ons, which often informs total program budgets. LitExtension
Custom Shopify Plus Build: $40,000 – $200,000+
- Custom design and development
- Advanced integrations (ERP, OMS, PIM)
- Custom functionality and features
- Performance optimization
- Enterprise support requirements
Complex Platform Migration: $100,000 – $300,000+
- Full platform transition (e.g., WooCommerce to BigCommerce)
- Data migration (products, customers, orders)
- SEO preservation strategy
- Custom integration rebuilding
- Comprehensive QA and testing
- Post-launch support
Ongoing Website Optimization: $5,000 – $15,000/month
- Continuous CRO testing
- Performance monitoring
- Feature enhancements
- Technical maintenance
- Regular updates and improvements
Digital Marketing Services
SEO (Technical + Content): $3,000 – $10,000/month
- Technical SEO audits and implementation
- Content strategy and optimization
- Link building and authority development
- Ongoing monitoring and adjustments
Paid Media Management: 10% – 30% of ad spend, with monthly minimums
- Strategy development and execution
- Multi-channel campaign management (Google, Meta, etc.)
- Creative development and testing
- Regular optimization and reporting
- Note: This is the management fees, not including actual ad spend
According to Agency Analytics’ PPC Agency Pricing: How Much To Charge for PPC Management in 2025, most current surveys cite 10–20% of ad spend as the prevailing band (enterprise programs trend higher with complexity).
Their research goes on to say that sophisticated tracking, creative iteration, and multi-network management push fees toward the upper end even 10–30% (or hybrid fee). AgencyAnalytics
Email Marketing: $3,000 – $10,000/month
- Strategy and segmentation
- Flow development and optimization
- Campaign creation and deployment
- A/B testing and performance analysis
Full-Service Marketing (Multi-Channel): $8,000 – $50,000+/month
- Comprehensive strategy across channels
- Paid media, SEO, email, content
- Creative development
- Regular optimization and reporting
Analytics & Data Services
Analytics Setup/Migration: $5,000 – $40,000
- GA4 implementation or migration
- Event tracking configuration
- Conversion tracking setup
- Integration with marketing platforms
- Custom reporting dashboards
- Documentation and training
Ongoing Analytics & Optimization: $5,000 – $15,000/month
- Regular performance analysis
- Dashboard maintenance and updates
- Attribution modeling and optimization
- Strategic recommendations based on data
- A/B test analysis and implementation
Comprehensive Full-Service Partnership
For $20M+ Brands: $10,000 – $50,000+/month
- Website optimization and maintenance
- Multi-channel marketing execution
- Analytics and reporting
- Strategic planning and consultation
- Dedicated team resources
- Proactive opportunity identification
This represents a true partnership where the agency operates as an extension of your team across all digital channels.
How should you budget for eCommerce growth?
When setting your budget to reach your eCommerce growth targets, consider these factors:
Think in Terms of ROI, Not Just Cost
If an agency charges $300,000 annually but helps you grow from $20M to $30M in revenue, that’s $10M in incremental revenue. Even at 20% margin, that’s $2M in incremental profit for a $300K investment—a 6.7x return.
The question isn’t “Is $25K/month expensive?” It’s “Can this agency deliver enough incremental growth to justify the investment?”
Factor in Opportunity Cost
What’s the cost of not having the right expertise? Six months of stagnant growth while you try to hire internally, train them, and hope they figure things out could cost you far more than agency fees.
Consider Your Current Trajectory
If you’re growing 10% annually and an agency can help you achieve 25-30% growth, the incremental value is significant. If you’re already growing 40% and just need execution support, the value proposition is different.
Evaluate Total Cost of Alternatives
Building an internal team with equivalent expertise:
- Senior eCommerce Manager: $120K-$180K
- Paid Media Specialist: $80K-$120K
- SEO Specialist: $70K-$130K
- Analytics Manager: $100K-$150K
- Developer: $80K-$150K
According to Glassdoor and ZipRecruiter, U.S. benchmarks show Ecommerce Marketing Managers averaging ~$105k base, Specialists around $58k–$81k, before benefits/overhead—use this to model true in-house cost. Glassdoor+2ZipRecruiter+2
That’s $450K-$730K in salaries alone, plus benefits (add 25-30%), recruiting costs, onboarding time, management overhead, and software/tools. And you still might not have the depth of expertise a specialized agency brings.
Key Takeaways
- Model ROI vs. cost; retainer teams compound gains over 6–12 months.
- Expect PPC mgmt 10–20% of ad spend with minimums for complex programs.
- Calibrate internal hiring with fully-loaded salary models (benefits + tools + ramp).
Plan for Ramp-Up Time
Most agency partnerships take 2-3 months to show meaningful results as they learn your business, implement tracking, launch campaigns, and begin optimization. Budget accordingly and don’t expect immediate ROI in month one.
Should you hire an agency vs. freelancer?
Agencies and freelancers offer similar services, and it can be hard to decide which is best for your brand. When choosing which is best for your needs, consider:
- Do you need a single specialized skill or multiple specializations across channels?
- How important is it to have consistent availability and communication?
- Does my work require specific platform knowledge.
- Is this project-based work that will end or an ongoing need?
- What investment makes sense when considering the ROI opportunity with this work?
Here’s some guidance on rates as of 2025, and when each option is best and when it creates limitations.
Freelancers ($50-$200/hour)
Best For:
- Specific tactical needs (graphic design, copywriting)
- Small projects with a clear scope
- Brands under $3M with limited budgets
Limitations:
- Limited bandwidth and availability
- Usually specialized in one area
- No team collaboration or strategic oversight
- Risk of inconsistent availability
Small Generalized Agencies ($5K-$25K/month)
Best For:
- Brands doing $5M or less in annual sales
- Single-channel or dual-channel focus
- More hands-on, limited scope needs
Limitations:
- May lack enterprise platform experience
- Smaller teams with less specialized expertise
- Can struggle with complex integrations or large-scale projects
Mid-Size/Specialized Agencies ($10K-$50K/month)
Best For:
- Brands doing $20M-$100M+
- Full-service needs across website, marketing, analytics
- Complex technical requirements
- Strategic partnership expectations
Benefits:
- Deep eCommerce expertise
- Proven processes and methodologies
- Team with specialized roles
- Experience at scale
Enterprise Agencies ($50K-$200K+/month)
Best For:
- Brands doing $200M+
- Extremely complex requirements
- International/multi-brand operations
- Large internal stakeholder groups
Trade-offs:
- Higher costs
- Can be less nimble
- May assign junior resources despite high fees
- Often less direct access to senior leadership
What Are Red Flags To Watch For In Agency Pricing?
Be cautious of these warning signs when evaluating proposals:
Dramatically Lower Than Market Rate
If an agency’s pricing is 40-50% below comparable proposals, ask why. They might be:
- Using offshore resources they haven’t disclosed
- Planning to assign junior staff
- Underestimating scope (leading to change controls later – a common tactic to win work)
- Desperate for work (financial instability)
Vague Scope or Deliverables
If the SOW lacks specificity about what’s included, who’s doing the work, and what success looks like, you’re setting yourself up for disputes later.
“Bait and Switch” Pricing
Watch for proposals that seem reasonably priced but include minimal scope, with the expectation that you’ll need expensive add-ons for anything meaningful.
No Clear Performance Metrics
If the agency can’t articulate how they’ll measure success and what KPIs they’ll be accountable for, they’re not confident in their ability to deliver results.
Unwilling to Provide References
Any established agency should be able to connect you with clients at similar scale who can speak to their experience, once you’ve narrowed them down to a finalist. If they can’t or won’t, that’s a red flag.
What Should I Include In My Marketing Agency Budget?
Beyond the agency fees themselves, budget for ad send, tools and software, creative assets and production, and platform and hosting costs.
Ad Spend (If Applicable)
Agency management fees are separate from the actual advertising spend on platforms. If your agency is managing $100K/month in paid media, account for this hard cost.
Tools and Software
Some tools might be included in agency fees, but plan for:
- Analytics platforms (GA4 is free, but some platforms cost money)
- A/B testing tools ($500-$5,000+/month)
- Heat mapping and session recording tools ($200-$2,000/month)
- Specialized marketing tools
Creative Assets and Production
High-quality photography, video production, and custom creative assets may be add-ons to base agency fees depending on your needs and their capabilities.
Platform and Hosting Costs
Shopify Plus fees, hosting, CDN services, and other infrastructure costs are typically separate from agency fees.
How Can I Get the Best Value from My Agency Partnership?
Price is just one factor. Focus on value:
Clear Communication and Expectations
Define success metrics upfront. Establish communication cadence. Create alignment on priorities.
Provide Access and Context
Agencies perform best when they have access to your data, understand your business context, and are included in strategic conversations.
Think Long-Term
The brands that see the best agency ROI are those that commit to 12+ month partnerships. Optimization compounds over time.
Measure What Matters
Focus on business outcomes (revenue, ROAS, LTV, conversion rate) rather than activity metrics (number of campaigns, hours logged, reports delivered).
Be Open to Strategic Push-Back
You’re paying for expertise. If your agency challenges your assumptions or recommends something different than you envisioned, hear them out.
How LimeLight Marketing Approaches Pricing
We believe in transparent, value-based pricing aligned with your business outcomes.
Our Philosophy:
- Clear proposals with detailed scope and deliverables
- Strive to eliminate or minimize change controls
- No hidden fees or surprise charges
- Flexible engagement models that fit your stage and needs
- We’ll tell you if we’re not the right fit rather than force a misaligned engagement
Typical Engagement Ranges:
- Project-Based Work: $50K – $250K+ depending on complexity
- Monthly Retainers: $8K – $50K+ depending on scope and team size
- Hybrid Models: Custom-structured based on your specific needs
What’s Included:
- Dedicated senior-level strategists
- Dedicated account and project management
- Specialized expertise across website, marketing, and analytics
- Regular reporting and strategic consultation
- Proactive optimization and testing
- Access to our full team’s capabilities
Request a Custom Proposal for Your Business →
Frequently Asked Questions
What do most $20M+ brands invest monthly with an ecommerce agency?
Most mid-market brands invest $10k–$50k+/mo for multi-discipline retainers; project spikes (replatform/redesign) are $50k–$250k+ according to Clutch. Clutch+1
How are PPC management fees usually structured?
Commonly 10–20% of ad spend (plus or with minimums); flat-fee or hybrid models are typical at scale. AgencyAnalytics+1
What if my budget doesn’t align with agency pricing?
Be honest about your budget constraints. A good agency will tell you what’s realistic within your budget, recommend prioritization, or suggest phased approaches. Some prospects hesitate to be upfront with their budget. A good agency partner won’t take advantage of your budget, but will work within it or refer you if they aren’t the right fit.
Should I negotiate agency pricing?
You can ask for flexibility, especially on retainer length or payment terms. But trying to drastically negotiate down established pricing often results in reduced scope, less experienced team members, or strained relationships. Pay fair rates for good work.
How do I know if I’m getting a good deal?
Consider:
- Team experience and seniority
- Detailed scope and deliverables
- Case studies and proven results
- References from similar-sized brands
- Strategic approach and methodology
What’s a reasonable retainer commitment length?
Most agencies prefer 6-12 month initial commitments, with 3-month renewal periods after that. This gives enough time to show meaningful results. Month-to-month arrangements rarely work because optimization takes time to compound.
Do agencies charge extra for strategy?
Some do, some don’t. Clarify upfront whether strategic consultation is included in your retainer or if it’s a separate line item. At your scale, strategy should be built into any meaningful partnership.
Final Thoughts: Invest in Growth, Not Just Services
For brands with $20M+ in online revenue, an agency investment isn’t an expense, it’s a growth investment. The right partner can help you scale, improve profitability, and solve complex challenges you don’t have internal expertise to address.
Yes, a quality agency partnership requires significant investment. But compared to the cost of stagnant growth, missed opportunities, or expensive hiring mistakes, it’s often the highest-ROI decision you can make.
The key is finding partners who deliver measurable results, communicate transparently, and operate as true extensions of your team—not vendors executing tasks.
Ready to discuss pricing for your specific needs?
Download Our Free eCommerce Agency RFP Template →
Related Resources
- Ultimate Guide to Hiring an eCommerce Marketing Agency – Comprehensive guide to agency partnership
- How to Choose the Best eCommerce Agency for Your Brand – Evaluation criteria beyond pricing
- eCommerce Agency vs In-House Marketing: Which Is Better? – Compare total costs and value
- Free eCommerce RFP Template – Structured approach to evaluating agency proposals
About LimeLight Marketing
LimeLight Marketing is a full-service eCommerce agency specializing in website design, digital marketing, and analytics for established online brands. We provide transparent pricing, clear deliverables, and measurable results for brands doing $20M+ in online revenue. Our clients include Adidas, Morton Salt, Knix, Martin Dingman, and Backyard Discovery.
