The verdict in three sentences
A B2B distributor does not sell a product but a supply relationship: its site must inspire trust, present the catalog and generate qualified requests. In 2026, the choice comes down to template (EUR 4,000-9,000) or custom (EUR 15,000-38,000), with an optional ERP-connected pro area at EUR 6,000-18,000. Custom is justified as soon as the site is a serious sales channel, with a realistic target of +25% qualified leads.
Template or custom: the 3-year comparison
The purchase price is only part of the equation. Over three years, total cost of ownership tells another story.
| Line item (3 years) | Template | Custom |
|---|---|---|
| Initial build | EUR 4,000 - 9,000 | EUR 15,000 - 38,000 |
| Pro area / catalog | +EUR 2,000 (limited) | +EUR 6,000 - 18,000 |
| Maintenance (36 months) | EUR 9,000 - 18,000 | EUR 9,000 - 25,200 |
| Evolutions | Rigid, extra costs | Flexible, partly included |
| 3-year total cost | EUR 15,000 - 29,000 | EUR 30,000 - 81,000 |
| Qualified leads/month | Baseline | +25% |
The template suits a distributor wanting a clean, fast presence. Custom becomes essential when the site must capture leads, display a synced catalog and serve as a foundation for the client relationship.
What a premium custom budget funds
A premium B2B showcase site is not just aesthetic: it structures lead generation and the pro experience. Here is the 2026 breakdown.
| Feature | 2026 range (ex. tax) | Benefit |
|---|---|---|
| Premium design + branding | EUR 4,000 - 9,000 | Immediate credibility |
| Structured catalog | EUR 3,000 - 8,000 | Navigation by range |
| ERP-connected pro area | EUR 6,000 - 18,000 | Net prices, stock, orders |
| Quote form + CRM | EUR 2,000 - 5,000 | Tracked, qualified leads |
| Local + sector SEO | EUR 2,500 - 5,000 | Qualified traffic |
| EU hosting | EUR 25 - 75/month | Speed + compliance |
Maintenance of EUR 250 to 700 per month covers security, catalog updates and small evolutions. The ERP-synced pro area is the real differentiator: it turns the site into an ordering tool, not a mere brochure.
Mini case study
Karim, head of a 28-employee B2B technical supplies distributor, receives 40 quote requests a month through a template site from 2020. He invests EUR 26,000 in a custom site with a CRM-connected quote form and a pro area showing net client prices.
After 12 months: qualified requests rise from 40 to 50 per month (+25%), and the pro area automates 30% of recurring orders, freeing 22 hours/month of sales data entry. At a loaded cost of EUR 28/h, that is EUR 7,400 saved over the year, plus 120 additional qualified leads. The project pays for itself in under 11 months.
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FAQ
Template or custom for a B2B distributor?
The template (EUR 4,000-9,000) suits a fast, clean presence. Custom (EUR 15,000-38,000) is justified once the site must generate leads and integrate a pro area: it pays off in the first year through +25% qualified requests.
How much does an ERP-connected pro area cost?
Between EUR 6,000 and 18,000 depending on sync complexity (net prices, stock, history). It is the line item that turns the site into an ordering tool and retains recurring clients.
What timeline for a premium showcase site?
Between 6 and 12 weeks depending on the pro area and catalog volume. Without ERP integration, it often stays under 8 weeks.
How many extra leads can I expect?
A well-designed custom site generates on average +25% qualified leads thanks to an optimized quote journey and local SEO. The real gain depends on traffic quality and sales follow-up.
What maintenance budget should I plan?
Between EUR 250 and 700 per month depending on catalog volume and evolution level. An ERP-connected pro area needs slightly more sustained follow-up than a simple showcase site.
Let's scope your project. Tell us your catalog size, whether you need an ERP-connected pro area and your indicative budget. Detailed quote within 48 h. WhatsApp +221 77 596 93 33.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
