What should be optional in a ecommerce proposal?

In this template: Products loaded ($15.00 USD per product), Product photography ($900.00 USD), Care plan after launch ($120.00 USD per month). Optional lines sit next to the base price with a switch, so clients choose them without a follow-up email.

How much to charge for ecommerce

Updated September 19, 2026. Example prices in US dollars from the ecommerce proposal template.

Short answer: Price ecommerce as one fixed line (store design and build at $4,800.00 USD) with a starting total of $5,400.00 USD, then 3 optional lines (products loaded, product photography, care plan after launch) the client can switch on, and a quantity the client sets within your limits. Set your own numbers; the structure is what gets accepted.

A worked example for web designers and developers: the pricing lines from our ecommerce proposal, what is fixed, what the client can switch on, and how to present it so the total gets accepted rather than negotiated.

The example pricing

Line	Example price	How it is sold
Store design and buildTheme, checkout, shipping, taxes, training, one month of support	$4,800.00 USD	Included
Products loadedPer product, with photos and variants	$15.00 USD per product	Optional, on by defaultClient picks 0 to 300
Product photographyA half-day shoot, up to forty products	$900.00 USD	Optional, off by default
Care plan after launchUpdates, changes and support	$120.00 USD per month	Optional, off by default

Starting total with the defaults on: $5,400.00 USD, before the client chooses among 3 optional lines, with 1 quantity the client sets within your limits. Example prices in US dollars; the template works in 16 currencies and every number is yours to change.

How to present it

Software and web work needs a scope the client can read in one sitting: what is included, what happens when it changes, and what they get at each milestone. The proposal doubles as the agreement, so write the change rule into it.

Fixed price for the defined build, then a care plan or support line as a recurring option. The build wins the project; the care plan is where the year's revenue is, and a switch on the proposal is the cheapest way to sell it.

Let the client count the extras: pages, products loaded, integrations, seats. A quantity they set within limits you chose replaces three rounds of "can you also" emails.

Questions people ask

How much should I charge for ecommerce?: Price ecommerce as one fixed line (store design and build at $4,800.00 USD) with a starting total of $5,400.00 USD, then 3 optional lines (products loaded, product photography, care plan after launch) the client can switch on, and a quantity the client sets within your limits. Set your own numbers; the structure is what gets accepted.
What should be optional in a ecommerce proposal?: In this template: Products loaded ($15.00 USD per product), Product photography ($900.00 USD), Care plan after launch ($120.00 USD per month). Optional lines sit next to the base price with a switch, so clients choose them without a follow-up email.
How do I present ecommerce pricing so it gets accepted?: Software and web work needs a scope the client can read in one sitting: what is included, what happens when it changes, and what they get at each milestone. The proposal doubles as the agreement, so write the change rule into it.

Why this structure gets accepted

One fixed line the client can say yes to. Store design and build is priced as a whole, so the conversation is about the result, not the hours.
Options on the page, not in follow-up emails. Products loaded, Product photography, Care plan after launch sit next to the base price with a switch. People choose what they can see.
The total moves as they choose. On a Quote and Sign page the client toggles lines and sets quantities, watches the total update, and signs with their name. What they chose becomes part of the signed record.

Put it in front of a client

Open this pricing as a real proposal, change the words and numbers, and send the link. Your client reads it on their phone, adjusts the options, and accepts with one tap. Both of you get the signed PDF.

Try it in the editor, no account See the ecommerce proposal template