Platform guide
Mijnwebwinkel: what it costs, what it can do and when you outgrow it
Published on
Marco
Mijnwebwinkel is the Dutch platform tens of thousands of entrepreneurs started their first store on. It costs 20 to 70 euros a month and is deliberately kept simple. Since late 2025 something important is in play, though: the successor Acendy is already waiting. Below are the real costs, the limits, and what that successor means for your choice now.
What exactly is Mijnwebwinkel?
Mijnwebwinkel has been around since 2005 and targets small businesses in the Netherlands and Belgium: entrepreneurs who want to sell without dealing with technology. You rent a complete store including hosting, security and updates, pick a template and add your products. No server, no developer, no plugins that can break. That is the promise, and the platform delivers on it.
Since November 2021 it has been owned by Visma, a Norwegian software group best known for accounting and inventory software. At the time of the acquisition Mijnwebwinkel processed thousands of orders a day, together worth around 300 million euros in annual revenue. The logic behind the purchase was the link with the rest of the Visma portfolio: store, bookkeeping and stock under one roof.
According to platform tracker Storeleads, just over 4,100 active stores run on it as of mid 2026. Of those, 77 percent sit on a .nl domain, by far the highest share of any platform we come across. Mijnwebwinkel is not an international platform that happens to be present in the Netherlands; it is a Dutch platform, full stop.
What does Mijnwebwinkel cost?
The prices below come from the Mijnwebwinkel pricing page and were checked in August 2026. They are monthly amounts on an annual subscription, excluding VAT:
| Plan | Per month | Products | Key difference |
|---|---|---|---|
| Grow | € 20 | 25 | Own domain, SSL and payments through Mollie |
| Pro | € 40 | 2,500 | Customer accounts, Google integration and more payment methods |
| Premium | € 70 | Unlimited | All apps and integrations, full MyParcel integration, support within two hours |
| Loyalty programme | € 19 | Add-on | Already included on Premium |
| Point-of-sale app | € 39 | Add-on | For selling in a physical shop as well |
Look closely at the products column, because that is where the first real limit sits. Grow stops at 25 products, which for most stores is a test setup rather than a range. Anyone starting seriously is effectively on Pro at 40 euros, and anyone wanting the integrations that take work off their hands is on Premium at 70. So compare using the plan you actually need, not the entry price.
Two things speak honestly in the platform's favour: no percentage of your revenue goes to Mijnwebwinkel, and hosting, SSL and your domain are simply part of the price. Do watch the contract form. You are on an annual subscription that renews automatically, and that is exactly the detail that can cost you an extra year if you start thinking about a move too late.
What Mijnwebwinkel is good at
An honest review starts with what is right, and on its own turf this platform simply does well:
You are online within a day
Pick a template, enter your products, switch on a payment method and you are selling. For anyone who wants to run a business rather than build one, that is exactly the right order, and Mijnwebwinkel may well be the fastest at it of all Dutch platforms.
Fully Dutch, right through to support
The software, the manuals and the helpdesk are in Dutch, and on Premium you get an answer within two hours. For many owners that is more comfortable than an English-language platform with a translated shell around it.
The Dutch integrations you actually use
Mollie for payments, MyParcel for shipping, WebwinkelKeur for your trust mark. Not thousands of apps, but precisely the handful a Dutch store needs daily, and they work without fuss.
No revenue cut
Your subscription is your subscription. No percentage of each order goes to the platform, which makes a real difference as your revenue grows compared with platforms that do take a cut.
One bill for everything
Hosting, SSL certificate, domain and updates are part of the subscription. You get no separate invoices from a host, a certificate reseller and a maintenance party, and you have to think about none of the three.
Selling a manageable range on the Dutch market, store running to your satisfaction, no unusual requirements? Then there is little wrong with Mijnwebwinkel and this article is mostly reassurance, with one caveat that follows below.
Where it starts to strain as you grow
The limits of Mijnwebwinkel are not hidden defects. They belong to a platform kept deliberately simple, and you only feel them once you want more than it was built for:
The product ceiling arrives quickly
Grow stops at 25 products and Pro at 2,500. That first number is not a ceiling for a real store but a starting block, and you reach the second faster than you think once variants are involved. Unlimited selling only starts at Premium.
Your design stays inside the template
You can adjust colours, fonts and layout, and that gets you a long way. But you do not build your own theme with control over the code, so a store that genuinely looks different from the rest is not on the table.
The number of integrations is limited
The most important Dutch services are there, and that is precisely the strength. But the moment you want something that is not, an ERP integration, a specific marketing tool, your own order process, there is no ecosystem where someone has already built it. Then it becomes manual work.
Selling internationally is not the starting point
The software is available in Dutch, French and English, which serves the Netherlands and Belgium well. But going international is more than translating: currencies per market, local payment methods, shipping rules and taxes per country need a platform built for it.
B2B stays basic
For business selling with price lists per customer, quote requests, payment on account and tiered pricing this is not the place. What a full B2B store needs falls outside what the platform wants to be.
The annual contract renews by itself
Your subscription runs per year and renews automatically. Anyone who decides to switch and only thinks about it when the renewal invoice lands almost always pays for a double year. A migration easily takes a few months from first conversation to launch, so count back from your renewal date.
Development now happens elsewhere
This is the point that outweighs the other six, and it deserves its own explanation. See the next section.
Acendy: the successor is already waiting
In November 2025 Mijnwebwinkel and Norwegian Mystore jointly launched Acendy, a new international e-commerce platform. Both companies are part of Visma, and Acendy is built on Mystore's Scandinavian technology. It brings exactly what Mijnwebwinkel always lacked: bulk actions, extensive reporting, employee accounts, digital products and tiered discounts, with the familiar Dutch integrations to Mollie, MyParcel and WebwinkelKeur alongside.
What does that mean for you? No panic, but do put it in the diary. Mijnwebwinkel says it will remain available for years, and an automated migration tool is coming to move across to Acendy. But new customers are already being put on Acendy directly, which makes clear where attention and development are going from now on. Acendy is also a good deal more expensive: it starts at 40 euros a month and runs through 80 to 150, where Mijnwebwinkel stops at 70.
The numbers fit that picture. Storeleads counts just over 4,100 active stores as of mid 2026, fifteen percent fewer than a year earlier and a steep drop from nearly 7,000 at the end of 2022. That is the sharpest decline of all the platforms in this series.
And that brings the real question to the surface. Staying on Mijnwebwinkel means moving house eventually too, only then to Acendy and at a higher rate. If you have to move at some point anyway, this is the moment to decide where you want to land, instead of taking the default route because it looks like the least work.
Mijnwebwinkel or Shopify?
The question is not which platform is better, but how far you want to get. Side by side:
| Mijnwebwinkel | Shopify | |
|---|---|---|
| Subscription | € 20 to € 70 p/m | € 21 to € 289 p/m, Plus from € 2,100 |
| Products | 25 to unlimited, per plan | Unlimited on every plan |
| Transaction fees | No revenue percentage | 0.2 to 2% with an external payment provider |
| Apps and integrations | The Dutch essentials | Thousands of apps |
| Themes | Templates, limited customisation | Full control over the code |
| B2B | Basic | Built in on Plus, with custom work below it too |
| International | Netherlands and Belgium | Markets, currencies and languages built in |
| Contract | Annual, renews automatically | Cancellable monthly |
| Future | Successor Acendy from € 40 p/m | Continuous development, two releases a year |
Where Mijnwebwinkel wins: simplicity, Dutch-language support and a low entry price without a revenue cut. Where Shopify wins: no product ceiling, thousands of integrations, full control over your theme, international selling built in and a subscription you can cancel monthly.
When comparing, look past the monthly price. Twenty euros a month is attractive until the moment you are doing manual work around a missing integration, or until you find yourself stuck at 25 products. What the platform costs you in hours weighs more than what it costs you in subscription.
Stay or switch: how to decide
Stay on Mijnwebwinkel for now if your store runs the way you want, your range fits within your plan and you are not missing integrations. A migration costs 8,000 to 20,000 euros with us, and that investment has to solve a problem you actually have. Do put one thing in the diary in that case: the moment you have to choose between Acendy and something else. Then you make that decision yourself, instead of leaving it to a migration tool.
Switching becomes logical as soon as one of these situations sounds familiar:
- You are facing a move to Acendy anyway, and will pay more there than you are used to. That makes this the moment to compare rather than to roll over.
- You are pressed against your plan's product ceiling, or you moved to Premium purely to get rid of that ceiling.
- You work around the platform: retyping orders into the bookkeeping, keeping stock in two systems, exports someone runs by hand every week.
- You want a store that looks like your brand rather than a template, and you keep hitting the limits of what can be changed.
- You want to sell across borders, or serve business customers with their own pricing and payment on account.
What moves with you, and what does not?
The question behind every migration is what you lose. The honest answer: less than you fear, but not nothing.
Products move
Including variants, prices, stock levels, images and copy. Categories become collections, and the product ceiling you ran into does not exist on the other side.
Customers and order history move
Your customers find their details and past orders in the new store.
Passwords do not move
They are stored encrypted and cannot be transferred in any platform migration. Customers set a new password at their first login; we prepare that message together.
Your rankings move, provided you arrange it
Every old URL gets a 301 redirect to its new address, category and content pages included. This is where migrations without a plan take the most damage, and with us it is a fixed part of the job.
Your trust mark and reviews come along
If you collect reviews through WebwinkelKeur, Kiyoh or Trustpilot, those hang on your domain and not on your platform. With a new integration they are simply back in your store.
Your template deliberately does not move
A Mijnwebwinkel template cannot be ported. That is not a loss but the moment to build a store that is yours instead of the platform's.
Your domain stays yours
Your web address moves with you regardless of where you registered it. Visitors and search engines notice nothing about the move except a faster store.
The full approach, from data export to launch, is on our page about migrating from Mijnwebwinkel to Shopify.
What a switch costs and how it works
A migration is not a matter of an export button. We first map your range, your integrations and your URL structure, and determine the Shopify equivalent for each part. Then we build the store, migrate products, customers and orders, and give every old URL its 301 redirect. Your Mijnwebwinkel store keeps selling until launch day; you do not miss a day of revenue.
Expect 8,000 to 20,000 euros for a regular store, and more once B2B, an ERP integration or a very large catalogue is involved. After the audit you get one fixed price. Our approach per platform is on the page about migrating your store to Shopify, and the complete story of this specific switch, with pricing and frequently asked questions, is on the page about the Mijnwebwinkel to Shopify migration. If you run a small store with a manageable range, such a project lands at the bottom of that band or below it; just ask and we will work it out for you.
Not sure your current store is the problem? Have it checked first, free of charge. Our free store analysis scans your store live for speed, SEO, accessibility, security and checkout, and works on any store, Mijnwebwinkel included. Within two minutes you have a report with concrete improvements.
Frequently asked questions about Mijnwebwinkel
Grow costs 20 euros a month for up to 25 products, Pro 40 euros for up to 2,500 products and Premium 70 euros with no product limit. Those are amounts on an annual subscription, excluding VAT. A loyalty programme costs 19 euros extra per month and the point-of-sale app 39; on Premium the loyalty programme is already included.
That depends on your plan: 25 on Grow, 2,500 on Pro and unlimited on Premium. Those 25 are a test setup rather than a range for most stores, so anyone starting seriously ends up on Pro or higher in practice.
Acendy is the new platform Mijnwebwinkel launched in November 2025 together with Norwegian Mystore; both are part of Visma. It offers features Mijnwebwinkel lacks, such as bulk actions, extensive reporting and tiered discounts. You do not have to move now: the current platform remains available for years and a migration tool is coming. But new customers already go straight to Acendy, and prices there start at 40 euros a month and run up to 150.
No, and nothing of the sort has been announced. The platform says it will remain available for years, with an automated migration tool to successor Acendy. It is clear where development sits from now on, though, and the store count is falling: fifteen percent fewer than a year earlier.
Since November 2021, Visma, a Norwegian software group best known for accounting and inventory software. The platform has existed since 2005 and served tens of thousands of Dutch and Belgian entrepreneurs at the time of the acquisition.
According to platform tracker Storeleads, just over 4,100 active stores as of mid 2026, 77 percent of them on a .nl domain. That share is the highest of any platform we come across. The total is falling though: fifteen percent fewer than a year earlier, against nearly 7,000 stores at the end of 2022.
Mijnwebwinkel is a Dutch all-in-one package that is deliberately simple: live quickly, Dutch-language support, a product ceiling per plan and a handful of integrations that genuinely matter. Shopify is a global platform with no product ceiling, thousands of apps, full control over your theme and international selling built in, where you have to make more choices yourself.
Yes. We extract products, variants, customers and orders from your current store in a structured way, and every old URL gets a 301 redirect to its new address so your rankings move with you. Your Mijnwebwinkel store keeps selling until launch day, so you do not miss a day of revenue.
The subscription runs per year and renews automatically. If you are considering a move, plan the launch of your new store well before your renewal date. A migration easily takes a few months from first conversation to launch, so anyone who starts calculating when the invoice lands almost always pays for a double year.
