The verdict in three sentences
For a foodservice wholesaler serving 650 restaurants and hotels, a B2B ordering portal costs between EUR 25,000 and 50,000 excl. VAT in 2026 (roughly GBP 21,500 to 43,000), depending on how deep the ERP integration goes. The investment usually pays back in 12 to 20 months through fewer keying errors (down 80%) and a higher average basket (+12%). The real decision is less about the platform than about three business rules: customer-specific pricing, order cut-off time and stock synchronisation.
What a foodservice B2B portal costs in 2026
London's restaurant market is dense: gastropubs, hotel kitchens, dark kitchens, central production units. Chefs order late, often between 10 pm and midnight after service. When 70% of orders arrive by phone or text, a sales rep or picker rekeys everything at 5 am the next morning, with an error rate around 4 to 6% of lines.
| Option | Upfront cost (excl. VAT) | Annual cost | Time to go live | Main limitation |
|---|---|---|---|---|
| B2B module of the existing ERP | EUR 8,000 to 15,000 | EUR 3,000 to 6,000 | 2 to 3 months | Weak mobile usability |
| Specialised foodservice B2B SaaS | EUR 3,000 to 8,000 | EUR 9,000 to 24,000 | 1 to 2 months | Limited customisation, per-user pricing |
| Shopify Plus B2B | EUR 10,000 to 20,000 | About EUR 26,000 (subscription) | 2 to 3 months | Foodservice pricing logic needs adapting |
| Custom portal (Next.js + ERP API) | EUR 25,000 to 50,000 | EUR 4,000 to 8,000 | 3 to 5 months | Heavier upfront investment |
| Additional dedicated mobile app | EUR 15,000 to 30,000 | EUR 3,000 to 5,000 | 2 to 4 months | Only worth it above 400 active customers |
2026 order of magnitude, ERP licences excluded. With 650 customers, custom development beats SaaS from year three, because per-account subscriptions climb quickly.
The features that drive profitability
A chef does not want to "do e-commerce". They want to reorder their usual 18 items in 40 seconds from their phone, see their negotiated price and know whether delivery will arrive at 7 am. The specification should start there.
| Feature | Development effort | Measured impact | Priority |
|---|---|---|---|
| Customer-specific prices and discounts (ERP price list) | 6 to 10 days | Zero pricing disputes | Must-have |
| One-click repeat order | 3 to 5 days | 60% of orders go through this button | Must-have |
| Order cut-off time (11:30 pm) | 2 to 3 days | Planned picking, less rush | Must-have |
| Two-way ERP integration (stock, invoices) | 10 to 20 days | Keying errors down 80% | Must-have |
| Complementary product suggestions | 4 to 6 days | Average basket +8 to 12% | High |
| Substitutes when out of stock | 3 to 5 days | Unfilled lines down 50% | High |
| Invoice and credit note history | 3 to 4 days | Customer service calls down 30% | Medium |
The most underestimated item is the ERP interface (Sage X3, Microsoft Dynamics or a food-industry ERP). Budget a 3 to 5 day technical audit before freezing the figure.
Mini case study
Tom, sales director of a fresh-produce wholesaler in London, serves 650 venues with an average basket of EUR 280 excl. VAT and about 900 orders per week.
- Current errors: 5% of orders lead to an average credit note of EUR 35, i.e. 45 orders per week and about EUR 82,000 per year.
- With the portal, errors drop by 80%: savings of about EUR 65,600 per year.
- Average basket +12% on the 60% of orders placed online: 900 x 0.6 x EUR 33.60 x 48 weeks, about EUR 871,000 of extra revenue. At a 22% gross margin, that is close to EUR 190,000 of margin.
- Budget: EUR 42,000 excl. VAT for development and EUR 6,000 per year for maintenance.
Need a professional website?
Kolonell builds websites that attract clients, optimized for the Sénégalese market. Free quote in 2 minutes.
Even if you halve the basket effect, payback arrives within 6 months.
FAQ
How long does it take to launch a foodservice B2B portal?
Allow 3 to 5 months for a custom portal connected to the ERP, including 4 to 6 weeks of testing with 20 to 30 pilot customers. A specialised SaaS can start in 6 to 8 weeks with less customisation.
Will chefs actually order online?
In our projects, 40% of customers switch within the first 3 months and 60 to 70% after a year, provided sales reps support the transition. One-click repeat ordering is the main adoption lever.
Should we add online payment?
For foodservice customers on 30-day terms, payment at checkout is rarely wanted. We usually add direct debit or a pay-by-link on invoices, integrated for EUR 4,000 to 8,000 excl. VAT.
Who owns the code?
With a custom portal, the code and data belong to the wholesaler, which avoids exposure to SaaS price increases (often 5 to 10% per year).
Can we start small?
Yes: a first phase at EUR 25,000 excl. VAT covers catalogue, customer pricing, repeat orders and ERP export. Real-time sync and the mobile app come in phase 2.
Let's scope your project. Send us your number of customers, your ERP and your ordering rules, and we will price a phased scope with an indicative budget and a realistic timeline. 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.
