The verdict in three sentences
A wholesaler that takes 70% of its orders by phone before 6 am pays every night for keying errors, missed calls and sales reps stuck on the switchboard. A B2B ordering portal with customer-specific pricing, minimum order values and delivery slots costs GBP 50,000 to 120,000 and ships in 4 to 5 months. The realistic goal is 50% of orders online within 12 months, provided the ERP connector is reliable and the quick-order app is easier than a phone call.
Why the phone costs more than it seems
With 1,400 restaurant customers across London, a food wholesaler receives 900 to 1,100 orders per working day. The critical window runs from 10 pm to 6 am: the head chef orders after service and picking starts at 4 am. Each call lasts 3 to 5 minutes, and 3 to 6% of keyed lines contain an error (product code, quantity, case or kilo).
| Indicator (2026 order of magnitude) | Phone ordering | B2B portal and app |
|---|---|---|
| Handling cost per order | GBP 4 to 7 | GBP 0.80 to 1.50 |
| Keying error rate | 3 to 6% | 0.5 to 1% |
| Order cut-off | 10 pm (switchboard closes) | 4 am, unattended |
| Average basket | GBP 170 to 230 | GBP 190 to 270 (suggestions) |
| Sales time spent keying orders | 40 to 60% | 10 to 15% |
| Monthly credit notes and disputes | 1.5 to 2.5% of revenue | 0.5 to 1% of revenue |
The most visible gain is not fewer switchboard staff. It is sending reps back into the field and cutting credit notes. On GBP 30 million of revenue, one point less in credit notes is worth GBP 300,000 a year.
Essential features and their cost
A food wholesaler does not have the needs of a standard online store. Each restaurant has its negotiated price list, its usual products, its delivery day and slot, and a minimum order that varies by route. The portal must read these rules from the ERP rather than duplicate them.
| Module | Indicative 2026 budget (GBP, excl. VAT) | Note |
|---|---|---|
| Catalogue, search and product pages (use-by, origin, allergens) | 8,000 to 17,000 | Natasha's Law and allergen rules |
| Customer pricing, discounts and net prices | 7,000 to 15,000 | Read from the ERP |
| Minimum order and delivery slots per route | 5,000 to 12,000 | Enforced at checkout |
| Quick-order mobile app (usual list, reorder in 2 taps) | 10,000 to 26,000 | iOS and Android |
| ERP connector (orders, stock, prices, invoices) | 12,000 to 30,000 | Highest-risk item |
| Customer area (invoices, credits, statements) | 3,000 to 9,000 | Cuts accounts calls |
| Testing, customer onboarding, phased rollout | 5,000 to 11,000 | Waves of 200 customers |
| Total | 50,000 to 120,000 | 4 to 5 months |
The ERP connector is often a quarter of the budget. A food-industry ERP with a documented API stays at the low end; a legacy ERP without an API, forcing flat-file exchanges every 5 minutes, pushes the project up. Also budget GBP 12,000 to 24,000 a year for hosting, maintenance and enhancements.
How to reach 50% online orders
Technology alone is not enough. Successful wholesalers roll out route by route, starting with the 200 most regular customers, and the rep installs the app with the chef during a visit. The usual order must be pre-filled: a chef who orders the same 25 lines every week should confirm in under 60 seconds. A simple incentive helps, such as an order cut-off extended to 4 am for online orders only.
Track three metrics weekly: share of online orders per route, error rate and calls received after 10 pm. A pace of 10 to 15 points of switchover per quarter is a good sign.
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James, sales director of a London food wholesaler (illustrative example), handles 1,000 orders a day over 250 days, 70% by phone. At GBP 5.50 per phone order versus GBP 1.20 online, moving 50% of total volume (500 orders a day) saves GBP 4.30 × 500 × 250, or GBP 537,500 a year. Even keeping only half of that gain to account for residual calls and onboarding time, a GBP 95,000 portal plus GBP 18,000 annual maintenance pays back in under 5 months at full run rate.
FAQ
Do we need a mobile app or is a responsive site enough?
For chefs ordering at 11 pm from the kitchen, an app with a usual list and notifications makes the difference: it typically generates 60 to 70% of online orders. A responsive site is still needed for the customer area and invoices.
How long does the ERP connection take?
Expect 4 to 8 weeks within the 4 to 5 month project. Price and stock sync should run every 5 to 15 minutes at most to avoid stock-outs discovered at picking.
Will restaurants pay online?
Most stay on 30-day account terms, in line with trade practice and the UK late payment rules. The portal shows the outstanding balance and can block orders above a credit limit.
Can we start with a SaaS tool?
Yes, B2B ordering SaaS costs GBP 350 to 1,300 a month. It suits up to 300 or 400 customers but handles the routes and complex pricing of a 1,400-customer wholesaler poorly.
What switchover rate should we target at 6 months?
30 to 35% of orders online at 6 months, then 50% at 12 months, is realistic with a route-by-route rollout.
Let's scope your project. Tell us your customer count, your ERP and your route constraints, and we will define scope, budget and a phased rollout 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.
