Ten years ago, the internal web app vs off-the-shelf question had a clear default for most SMEs: buy. Custom software was expensive, slow to build, and required technical expertise to maintain. That default is no longer as obvious. No-code platforms have dropped the cost and timeline for building internal applications significantly. Meanwhile, off-the-shelf software has become more expensive at scale and increasingly problematic for GDPR data control.
The Case for Off-the-Shelf Software
Immediate availability — no development timeline. Accumulated feature depth — years of development and user feedback. Lower initial cost — no capital outlay. Maintenance included — the vendor patches and updates.
The Case for Building an Internal Web Application
Exact fit to your workflow — off-the-shelf is built for the average use case. Your workflow probably isn't average. Data control and GDPR — with Supabase, your data lives in a PostgreSQL database you control, hosted in a European data centre, with row-level security you define. Cost at scale — per-seat SaaS at €30/seat/month costs €18,000/year for a team of fifty. A custom Bubble application for €20,000 pays for itself within two years at double-digit team sizes. Integration with specific systems — n8n can connect to virtually any system with an API.
Five Criteria That Determine Direction
How specific is your workflow? How large will the user base grow? How important is data control? How fast do you need a solution? Do you have ongoing technical support?
A Real-World Example: Marco's Manufacturing Business
Marco runs a specialist components manufacturing business in northern Italy with forty-two employees. Generic ERP subscription: €1,800/month. Spreadsheet management consuming fifteen hours/week. We built a production management application in Bubble connected to Supabase, with n8n handling integration with his existing purchasing system. Build time: nine weeks. ERP subscription cancelled. Operations manager time recovered: twelve hours/week. Monthly cost went from €1,800 to €180. Annual saving: approximately €42,000. Development investment: €22,000.
Hybrid Approaches Worth Considering
Use off-the-shelf for standard functions (accounting, HR, email) and build internal applications for specific operational workflows that standard tools don't handle well. Or start with off-the-shelf to validate the workflow, then replace it with a custom application once you understand exactly what you need.
