The verdict in three sentences
For an Amsterdam wholesaler with 4,500 SKUs and 900 trade customers, a B2B e-commerce platform usually pays back in 12 to 20 months through lower order processing costs. Shopify Plus B2B works if your pricing rules stay simple and your ERP has a standard connector; a Sylius or custom platform is the better fit once you handle customer-specific pricing, credit limits and complex 30-day payment terms. Plan for a 4 to 6 month project and a budget of EUR 40,000 to 100,000 excl. VAT for a solid custom build.
Why phone orders cost more than you think
When 70% of orders arrive by phone or email, each one requires manual entry into the ERP, a customer price check and a confirmation. At 1,800 orders a month, this often ties up 3 to 4 full-time sales admin staff. Entry errors (SKU, quantity, price) create credit notes and returns that eat into margin.
| Indicator (2026 estimate) | Phone order | B2B portal order |
|---|---|---|
| Processing time per order | 12 to 18 min | 3 to 5 min |
| Fully loaded processing cost | EUR 14 to 20 | EUR 5 to 8 |
| Entry error rate | 2 to 4% | 0.3 to 0.8% |
| Customer availability | 8 am to 6 pm weekdays | 24/7 |
| Average basket | Baseline | +8 to 15% (suggestions, reorders) |
| Share of digital orders after 12 months | 30% | 55 to 75% |
The roughly 60% drop in processing cost comes mainly from removing double entry: the order the customer confirms flows straight into the ERP with the right price.
Shopify Plus B2B, Sylius or custom: the numbers
The choice depends less on SKU count than on how complex your commercial rules are. A wholesaler applying price lists per customer group, volume discounts and differentiated free-shipping thresholds will quickly need flexibility.
| Criterion | Shopify Plus B2B | Sylius (open source) | Custom (Next.js + API) |
|---|---|---|---|
| Setup cost | EUR 25,000 to 50,000 | EUR 40,000 to 80,000 | EUR 60,000 to 100,000 |
| Subscription / hosting | $2,300/month minimum | EUR 300 to 900/month | EUR 300 to 1,000/month |
| Customer-specific pricing | Company catalogs, limited | Native, very flexible | Unlimited |
| 30-day terms, credit limits | Basic payment terms | Module to build | Built to your rules |
| ERP integration (Exact, AFAS, SAP B1) | Third-party connector, EUR 5,000 to 20,000 | API, EUR 10,000 to 25,000 | Included in project |
| Go-live timeline | 3 to 4 months | 4 to 5 months | 4 to 6 months |
| Vendor lock-in | High | Low | None |
| 5-year cost (estimate) | EUR 170,000 to 210,000 | EUR 80,000 to 135,000 | EUR 85,000 to 160,000 |
Over five years, the Shopify Plus subscription (about $27,600 a year, plus B2B apps) adds up. A custom platform needs a larger upfront budget but you own it outright.
Must-have features for a wholesaler
A B2B portal that gets used daily must cover your customers' real habits: quick order by SKU or CSV import, access to invoices and outstanding balances, one-click reorder from history, real stock per warehouse. On payments, 30-day invoice terms remain standard in the Netherlands; the platform must check the approved credit limit before confirming an order and offer card, iDEAL or SEPA Direct Debit for new accounts.
EU e-invoicing rollouts (ViDA and national mandates) also require the platform to exchange data cleanly with your ERP and your e-invoicing provider.
Mini case study
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Jeroen, managing director of a foodservice supplies wholesaler in Amsterdam, processes 1,800 orders a month, 70% of them by phone. Current cost: 1,260 orders x EUR 16 = EUR 20,160 per month. With a custom portal at EUR 75,000 and 65% of orders online within 12 months, the average cost drops to EUR 6.50 on online orders. Estimated monthly saving: 1,170 orders x EUR 9.50 = EUR 11,115, about EUR 133,000 a year. Payback: 7 months once adoption is reached, around 14 months including the gradual ramp-up.
FAQ
How much does a B2B e-commerce platform for a wholesaler cost in 2026?
Between EUR 25,000 and 50,000 on Shopify Plus B2B, and between EUR 40,000 and 100,000 on Sylius or custom. Add EUR 300 to 2,300 a month in subscription or hosting depending on the option.
Will my trade customers really order online?
Experience shows 55 to 75% of orders move online within 12 months if the portal is faster than the phone. The key levers are quick order by SKU and one-click reorder.
Can we manage different prices for each customer?
Yes. Sylius and custom builds natively handle thousands of price lists synced from the ERP. Shopify Plus supports it through company catalogs, with limits once you reach a few hundred lists.
How long does the project take?
Allow 4 to 6 months for a custom project with ERP integration, including 4 to 6 weeks of scoping. Rolling out in waves of 50 to 100 pilot customers reduces risk.
How do we handle 30-day terms online?
The platform checks each customer's approved credit limit before validation and sends the order to the ERP with its terms. New accounts pay by card, iDEAL or SEPA Direct Debit until a credit account is opened.
Let's scope your project. Send us your SKU count, customer count and ERP, and we will price the scope, indicative budget and timeline of your B2B portal. 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.
