B2B e-commerce for wholesalers with customer-specific pricing: cost in Amsterdam in 2026

The verdict in three sentences

A wholesaler serving 1,800 business customers needs a platform that shows each buyer their negotiated prices, their approved credit limit and their usual products, not a consumer storefront. Custom costs EUR 25,000 to 60,000 excl. VAT, versus EUR 500 to 2,000 per month for B2B SaaS, and the gap comes down to ERP integration and pricing complexity. A well-run project targets 40% of orders online within 12 to 18 months and average order value +15% thanks to suggestions and quick ordering.

The features that matter in B2B

A restaurant owner in Amsterdam ordering consumables does not want to browse a catalogue: they want to find their last order, adjust two quantities and confirm before 10 pm for next-day delivery. The platform must therefore mirror the existing commercial relationship.

Custom vs B2B SaaS: 2026 figures

For 1,800 customers with individually negotiated price lists, custom is justified as soon as SaaS forces workarounds in the ERP or per-user fees. SaaS remains relevant to test the channel with a simple catalogue.

Driving adoption by business customers

Technology is not enough: many B2B platforms plateau at 10% online orders for lack of support. Three levers work well in 2026. Have sales reps activate accounts themselves, placing the first order together with the customer. Give the online channel a tangible advantage, such as a later order cut-off or a lower free shipping threshold. Finally, track the online order rate per rep each month, and pay reps on their portfolio revenue regardless of channel, so they do not see the platform as a threat.

Mini case study

Mark, sales director of a foodservice supplies wholesaler in Amsterdam, generates EUR 14M in revenue with 1,800 customers. He invests EUR 45,000 in a custom platform plus EUR 600 per month. At 18 months, 40% of orders are placed online: the two order-desk assistants key in 6,000 fewer orders per year, about 1 FTE (EUR 38,000 loaded) redeployed to follow-ups and service. Online average order value rises 15%, which on EUR 5.6M of online sales means about EUR 730,000 of extra revenue at 25% gross margin, or EUR 182,000. The project pays for itself in year one.

FAQ

How much does a B2B platform for a wholesaler cost in 2026?

Between EUR 25,000 and 60,000 excl. VAT for custom with customer pricing and ERP integration. Add EUR 300 to 900 per month for hosting and maintenance.

Can each customer see different prices?

Yes, that is the foundation of B2B: each logged-in customer sees their negotiated prices, family discounts and shipping threshold. Beyond 5 stackable discount levels, plan EUR 3,000 to 6,000 for modelling.

Is ERP integration mandatory?

For 1,800 customers, yes: without syncing stock, prices and credit, the order desk rekeys everything. The connector costs EUR 8,000 to 20,000 depending on the ERP.

How long to reach 40% online orders?

Usually 12 to 18 months, with 15 to 20% by the end of the first half-year if reps activate accounts. Without support, the rate often stalls around 10%.

Is card payment necessary?

For accounts on 30-day terms, no. Cards remain useful for new customers and cash accounts, with fees of 1.2 to 1.5% per transaction.

Let's scope your project. We map your price lists, ERP and order volume for an indicative budget of EUR 25,000 to 60,000 and a launch within 4 to 6 months. Detailed quote within 48 h. WhatsApp +221 77 596 93 33.