The verdict in three sentences
A wholesaler digitizing orders targets three key functions: per-customer pricing, credit and deferred-payment management, and fast order entry by SKU. The technology choice trades off time-to-market (Shopify B2B), controlled flexibility (open-source Medusa) and total control (custom). For most wholesalers, a platform between 35,000 and 60,000 EUR delivered in 4 to 8 months covers 90 % of needs.
B2B platforms compared
Here are the three main options with their 2026 ballpark figures.
| Criterion | Shopify B2B (Plus) | Medusa (open source) | Custom |
|---|---|---|---|
| Implementation cost | 20,000 - 40,000 EUR | 30,000 - 60,000 EUR | 50,000 - 90,000 EUR |
| Subscription / license per year | ~28,000 EUR (Plus) | 0 (self-hosted) | 0 |
| Per-customer pricing / catalog | Yes (native) | Yes (to build) | Yes (full) |
| Credit & deferred payment | Limited (apps) | Customizable | Bespoke |
| Delivery time | 3 - 5 months | 4 - 7 months | 6 - 9 months |
| Vendor lock-in | High | Low | None |
Shopify B2B speeds up launch but imposes a high annual subscription; Medusa and custom eliminate the license at the cost of a higher upfront investment.
Total cost of ownership (TCO) over 3 years
The real trade-off is TCO, not build cost alone. 2026 estimate for a wholesaler with 300 trade customers.
| Line item | Shopify B2B | Medusa | Custom |
|---|---|---|---|
| Implementation | 30,000 EUR | 45,000 EUR | 70,000 EUR |
| Subscription / license 3 years | 84,000 EUR | 0 EUR | 0 EUR |
| Hosting 3 years | included | 9,000 EUR | 12,000 EUR |
| Maintenance 3 years | 18,000 EUR | 24,000 EUR | 30,000 EUR |
| 3-year TCO | 132,000 EUR | 78,000 EUR | 112,000 EUR |
Over three years Medusa shows the lowest TCO thanks to the absence of a license; custom becomes competitive for very specific needs and high volume.
The functions that drive B2B sales
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Beyond the catalog, prioritize: the per-account price grid (tiered discounts, negotiated prices), fast ordering by SKU entry or CSV import, credit management with a limit and 30/60-day payment, and reordering from history. These functions determine adoption by your sales reps and trade customers far more than design.
Mini case study
Pierre, sales director of an industrial-supplies wholesaler in Rouen, handles 280 trade customers by phone and fax. He invests 48,000 EUR in a Medusa platform with per-account pricing and fast ordering. Over 12 months: 35 % of orders move online, saving 420 hours of data entry (at 28 EUR/h = 11,760 EUR/year) and a 14 % higher average online basket. Return on investment is reached in 19 months.
FAQ
Shopify or custom for a wholesaler? Shopify B2B fits if your pricing rules are standard and you want to launch fast. Custom or Medusa win as soon as credit, price grids or ERP integrations get complex.
Can I integrate my ERP or management software? Yes, via API or connector: syncing stock, prices, customers and orders. Expect 8,000 to 20,000 EUR depending on the ERP and the real-time level required.
How long to launch? Expect 3 to 5 months with Shopify B2B, 4 to 8 months with Medusa or custom, depending on grid and integration complexity.
How do I manage deferred payment? Through customer accounts with a credit limit, 30/60-day invoicing and online invoice payment (card, SEPA). Direct debit reduces unpaid invoices.
Do I need a mobile app? A PWA is enough in most cases: your customers order from mobile without installing an app, for an extra 5,000 to 12,000 EUR.
Let's scope your project. Share your number of trade customers, your pricing rules and your ERP-integration needs: we recommend the platform and a target 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.
