The verdict in three sentences
For a Berlin wholesaler with 8,000 SKUs and 1,200 trade customers, a B2B platform succeeds or fails on account-specific negotiated prices and ERP synchronisation, not on storefront design. Shopify Plus B2B works if your price lists fit into catalogues per customer segment, while a custom build or Sylius pays off once each customer has its own discounts, delivery thresholds and payment terms. Plan 4 to 6 months of work and a budget driven mainly by the number of data flows connected to your ERP.
The three possible architectures in 2026
The figures below are a 2026 order of magnitude for the German and wider EU market, excluding data migration and ERP licences.
| Option | Setup cost (excl. VAT) | Recurring cost | Negotiated prices per customer | ERP connection | Timeline |
|---|---|---|---|---|---|
| Shopify Plus B2B | 25,000 to 60,000 EUR | about 2,300 USD per month + apps | Company catalogues, limited in volume | Via connector or middleware | 3 to 4 months |
| Sylius (open source PHP) | 40,000 to 90,000 EUR | Hosting 150 to 600 EUR per month | Native, customisable rules | Custom API | 4 to 6 months |
| Custom build by a Berlin agency | 60,000 to 120,000 EUR | Maintenance 800 to 2,500 EUR per month | Fully flexible | Custom API | 5 to 7 months |
| Kolonell, complex custom application | 7,000,000 to 15,000,000+ FCFA (10,670 to 22,870+ EUR) | Maintenance 35,000 to 120,000 FCFA per month (50 to 180 EUR) | Fully flexible | Custom API | 4 to 6 months |
| B2B portal bundled with the ERP (vendor module) | 15,000 to 40,000 EUR | Per-user licence | Inherited from the ERP | Native | 2 to 4 months |
The ERP vendor module looks attractive, but the buying experience is often poor on mobile: slow search, no quick order by part number, product pages without technical data sheets. For 8,000 industrial supply SKUs (fasteners, PPE, tools, consumables), search by manufacturer part number and CSV order upload matter more than aesthetics.
What really drives the budget: pricing, ERP and 30-day terms
Three items explain most of the gap between quotes. The first is pricing logic: an industrial wholesaler often combines a list price, discounts per product family, net prices negotiated on 200 to 500 strategic SKUs and quantity breaks. The second is the ERP connection (SAP Business One, Microsoft Dynamics, DATEV-linked systems, Odoo): real-time stock, customer credit, order history, PDF invoices. The third is deferred payment: most of your customers pay at 30 days, cards remain marginal.
| Item | Simple version | Full version | Indicative extra cost (excl. VAT) |
|---|---|---|---|
| Price lists | 3 to 5 catalogues per segment | Net prices per account + quantity breaks + family discounts | 8,000 to 20,000 EUR |
| ERP sync | Nightly CSV export | Real-time API for stock, prices, credit, invoices | 12,000 to 35,000 EUR |
| Customer accounts | One login per company | Multiple buyers, manager approval, budgets | 5,000 to 12,000 EUR |
| Payment | Card only | 30-day terms on credit line + card + bank transfer | 4,000 to 10,000 EUR |
| Product search | Standard text search | Search by manufacturer part number, technical filters, CSV upload | 6,000 to 15,000 EUR |
| Data migration | 8,000 records imported as is | Enriched technical sheets and visuals | 5,000 to 25,000 EUR |
A practical rule: if more than 30% of your revenue goes through negotiated net prices, rule out solutions that only handle catalogues per segment. You would spend months working around the tool.
Mini case study
Jonas, sales director of an industrial supplies wholesaler in Berlin (illustrative persona), handles 140 orders a day by phone, email and fax. Each order takes an average of 9 minutes of data entry for his 4 sales assistants, or 21 hours a day. He aims for 55% of orders placed online within 12 months.
Calculation: 140 × 55% = 77 orders a day moved online, so 77 × 9 minutes = about 11.5 hours of data entry saved per day. Over 220 working days, that is 2,530 hours, the equivalent of 1.5 full-time roles redeployed to prospecting. At a loaded cost of 48,000 EUR per role, the annual gain reaches about 72,000 EUR. A 90,000 EUR custom project pays for itself in about 15 months, before counting the higher average basket from cross-selling suggestions.
Need a professional website?
Kolonell builds websites that attract clients, optimized for the Sénégalese market. Free quote in 2 minutes.
FAQ
Is Shopify Plus enough for a wholesaler with negotiated prices?
Yes, if your prices fit into a few dozen catalogues per customer segment. Beyond 300 to 500 specific net prices per account, maintenance becomes heavy and a custom pricing engine is more reliable. The subscription starts at around 2,300 USD per month.
How long does it take to connect the platform to our ERP?
Allow 6 to 10 weeks for a full API sync (stock, prices, credit, invoices) with a common ERP such as SAP Business One or Dynamics. A nightly CSV export can be set up in 2 to 3 weeks, but displayed stock is then only accurate once a day.
Can we offer 30-day payment terms online?
Yes: the order is approved against an authorised credit line synced from the ERP, and the invoice goes out with the usual due date. Customers without an open account pay by card or transfer. Budget 4,000 to 10,000 EUR for this logic.
What share of online orders should we target in year one?
A target of 40 to 60% of recurring orders within 12 months is a realistic 2026 order of magnitude for an industrial wholesaler that supports its customers. The main lever is quick order by part number and one-click reorder.
Do we need to rewrite every product page?
No, start with the 1,000 to 1,500 SKUs that make 80% of revenue. The rest of the catalogue can be enriched in batches over 6 months after launch.
Let's scope your project. Send us your SKU count, your ERP and your pricing rules: we will price the scope, give an indicative budget and a 4 to 6 month plan. 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.
