The verdict in three sentences
A custom B2B e-commerce platform for an Amsterdam wholesaler is budgeted between 35,000 and 80,000 EUR in 2026, depending on the number of customer accounts, the granularity of negotiated pricing and the depth of ERP integration. The gap with a B2C site is not cosmetic: it lies in per-customer pricing, credit limits, quick-order by SKU and real-time stock sync. A packaged solution like Shopify Plus B2B (around 2,300 EUR/month) launches faster but hits its ceiling the moment pricing logic becomes specific.
What you actually pay for: the breakdown
A wholesaler portal is not an online catalogue. Each trade customer sees their price, their credit limit, their usual SKUs. Here is the 2026 order of magnitude for each block of a custom project.
| Functional block | 2026 range (EUR) | Indicative timeline |
|---|---|---|
| Platform core + B2B catalogue | 18,000 - 35,000 | 8-10 weeks |
| Per-account pricing (negotiated grids) | 8,000 | 3 weeks |
| Quick-order by SKU / CSV import | 5,000 | 2 weeks |
| ERP connection + real-time stock | 10,000 | 3-4 weeks |
| Credit limits and terms payment | 6,000 | 2-3 weeks |
| Multi-user accounts (buyer/approver) | 5,000 | 2 weeks |
| Custom total | 35,000 - 80,000 | 4-6 months |
The two line items that tip a quote are the ERP (each connector is specific) and the complexity of pricing grids (volume discounts, per-family, per-customer, temporary promotions).
Custom vs Shopify Plus B2B: the real trade-off
Shopify Plus now offers native B2B features. The table below compares both routes over a 3-year horizon for a wholesaler managing 150 active customer accounts.
| Criterion | Custom | Shopify Plus B2B |
|---|---|---|
| Upfront cost | 35,000 - 80,000 EUR | 5,000 - 15,000 EUR (setup) |
| Monthly subscription | Hosting 150-400 EUR | ~2,300 EUR/month |
| 3-year total cost (estimate) | 45,000 - 95,000 EUR | 88,000 - 100,000 EUR |
| Complex per-customer pricing | Unlimited | Limited to native B2B catalogues |
| Deep ERP connection | Native, custom | Via paid apps/connectors |
| Code ownership | Yes | No (platform lock-in) |
Reading: under 100 accounts with simple rules, Shopify Plus B2B is an excellent starting point. Beyond that, or once pricing logic becomes a competitive edge, custom becomes cheaper over 3 years and it is yours.
Mini case study
Marc, sales director of an industrial supplies wholesaler in Amsterdam, processes 220 orders/week, 60 % of them by phone and fax. Each order takes an inside sales rep 12 minutes on average (loaded cost estimated at 28 EUR/h). That is 220 x 0.2 h x 28 EUR = 1,232 EUR/week, ~64,000 EUR/year of manual entry.
A 58,000 EUR portal shifts 55 % of orders to self-service in year one. Savings: 64,000 x 0.55 = 35,200 EUR/year. Payback is reached in ~20 months, excluding gains from fewer entry errors and 24/7 availability for customers.
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FAQ
Why does a B2B platform cost more than a B2C site?
Because the price is never public: it depends on the logged-in customer. Handling negotiated grids, credit limits and multi-level approval accounts for 40 to 50 % of development effort, invisible on the customer side.
Can we start without ERP integration?
Yes, with a catalogue and stock imported by file at first (saving ~10,000 EUR). But real-time sync quickly becomes essential once stock turns fast: a stock-out shown late generates costly disputes.
How much is annual maintenance?
Budget 12 to 18 % of the initial cost per year, i.e. 5,000 to 12,000 EUR for this type of project, covering fixes, minor evolutions and security.
What is a realistic go-live timeline?
4 to 6 months for a first functional release (catalogue, per-customer pricing, ordering, ERP). A two-wave launch lets you open to a pilot customer group as early as month 4.
Is Shopify Plus B2B enough for a wholesaler?
Often yes below 100 accounts with simple discounts. It shows its limits on multi-criteria grids, automated credit limits and deep integration of a business ERP.
Let's scope your project. Tell us your order volume, your ERP and the number of customer accounts: we will price both the custom build and the packaged alternative. 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.
