The verdict in three sentences
When 70% of orders come in by phone, every call ties up an inside sales rep and every keying error costs a credit note. A B2B ordering portal that shows each reseller its own prices, discounts and credit position costs EUR 25,000 to 60,000 (about USD 27,000 to 65,000) depending on how deep the ERP integration goes. Delivered in 3 to 5 months, it typically raises online average order value by around 15% through suggestions and one-click reorders.
What a wholesaler B2B portal must handle
A consumer webshop is not enough. A corner store reseller in Scarborough and the purchasing office of a 40-hotel group have neither the same prices, nor the same payment terms, nor the same minimum orders. The portal must therefore replicate your ERP's commercial logic, customer by customer.
| Feature | What it solves | Share of budget (2026 order of magnitude) |
|---|---|---|
| Per-customer pricing and discounts | Price lists, family discounts, negotiated net prices | EUR 5,000 to 12,000 |
| Credit limits and payment terms | Ceiling, due dates, block on overrun | EUR 3,000 to 7,000 |
| Catalogue and product pages | Pack sizes, case quantities, safety data sheets | EUR 4,000 to 9,000 |
| Quick order and reorder | Entry by SKU, usual list, CSV import | EUR 2,500 to 6,000 |
| ERP integration | Customers, prices, stock, orders, invoices | EUR 6,000 to 18,000 |
| Multi-user accounts | Buyer, approver, accounts payable | EUR 2,000 to 4,000 |
| Design, QA and launch | Testing with 30 pilot resellers | EUR 2,500 to 4,000 |
Three project levels
| Level | Budget | Timeline | For whom | Key strengths |
|---|---|---|---|---|
| Essential | EUR 25,000 to 32,000 | 3 months | Under 500 resellers, standard ERP | Per-customer pricing, quick order, order export |
| Integrated | EUR 33,000 to 45,000 | 4 months | 500 to 1,500 resellers | Two-way ERP sync, credit limits, online invoices |
| Advanced | EUR 46,000 to 60,000 | 5 months | Multi-depot network, buying groups | Multi-warehouse, approval chains, sales rep mobile app |
Recurring costs (hosting, monitoring, enhancements) depend on the chosen scope and are priced in the quote, case by case.
How to move resellers online
Technology alone does not drive adoption. Wholesalers who succeed follow a simple plan: identify the 200 resellers who order most often, open pre-filled accounts with their order history, move inside sales reps into a support role for 6 to 8 weeks, then reserve some perks for the online channel (lower free-shipping threshold, early access to promotions). A realistic goal is moving from 30% to 55 to 65% of orders online within 12 months.
Mini case study
Sophie, CEO of a hygiene products wholesaler in Toronto, serves 1,200 resellers. Her team handles 900 phone orders a month at 12 minutes each, or 180 hours. By moving 50% of those orders online, she frees 90 hours a month, the equivalent of a 60% position.
On revenue, her 450 monthly online orders have an average value of EUR 620. With a 15% uplift, that is EUR 93 more per order, or EUR 41,850 in additional monthly revenue. At a 25% gross margin, the gain is around EUR 10,500 a month. An Integrated portal at EUR 40,000 pays back in about 4 months.
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FAQ
How much does a B2B ordering portal for a wholesaler cost?
Budget EUR 25,000 to 60,000 depending on the number of resellers, pricing complexity and ERP integration. The Integrated level, between EUR 33,000 and 45,000, covers most regional wholesalers.
Can each customer see a different price?
Yes, that is the core of the project: price lists, product family discounts and negotiated net prices are pulled from the ERP. A logged-in reseller only sees its own terms.
How are credit limits and late payments handled?
The portal shows the credit ceiling and overdue invoices. Above the ceiling, the order can be blocked or routed to the credit team for approval, according to your rules.
Which ERPs are compatible?
Sage, NetSuite, Odoo, SAP Business One, Microsoft Dynamics and most ERPs with an API or scheduled exports. Integration accounts for EUR 6,000 to 18,000 of the budget.
How long until the portal goes live?
Allow 3 to 5 months, including 3 to 4 weeks of testing with around thirty pilot resellers before opening to the whole network.
Let's scope your project. Share your reseller count, ERP and pricing rules: we will price a portal between EUR 25,000 and 60,000, delivered in 3 to 5 months. 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.
