The verdict in three sentences
A B2B subscription module with automatic replenishment costs 5,000 to 15,000 EUR excl. VAT custom-built, or 50 to 300 EUR a month as an app on an existing platform. Done well, it lifts recurring revenue from 18 to 41% of sales and raises the repeat purchase rate by about 30%, because customers no longer have to remember to reorder. Profitability hinges on two things: flexible quantities and a SEPA direct debit flow with no friction.
What the module must do
A medical practice uses gloves, gauze, syringes and disinfectants at a fairly regular but not constant pace. A rigid subscription causes overstock and cancellations. The key features are therefore editing quantities before each shipment, postponing a delivery and adding one-off products.
| Feature | Role | 2026 custom cost (EUR excl. VAT) |
|---|---|---|
| Subscribe from the product page | Frequency 2, 4, 6 or 8 weeks | 1,000 to 2,500 |
| Quantity changes and skips | Edit, skip or shift a shipment | 1,200 to 3,000 |
| SEPA Core or B2B direct debit | E-mandate, handling of rejections | 1,000 to 3,000 |
| Subscriber discount | -3 to -8% depending on commitment | 500 to 1,500 |
| Pre-shipment reminders | Email and SMS 3 days ahead, edit link | 500 to 1,500 |
| Recurring revenue dashboard | MRR, churn, basket per subscriber | 800 to 2,500 |
| ERP and invoicing sync | Auto-generated order, invoice | 0 to 3,000 |
Custom build or app: comparing options
| Criterion | Subscription app | Custom module | Dedicated subscription platform |
|---|---|---|---|
| Upfront cost | 0 to 1,500 EUR setup | 5,000 to 15,000 EUR | 3,000 to 8,000 EUR integration |
| Recurring cost | 50 to 300 EUR / month | 1,000 to 2,500 EUR / year | 300 to 1,200 EUR / month + 0.5 to 1% of revenue |
| Time to deploy | 1 to 3 weeks | 6 to 10 weeks | 4 to 8 weeks |
| Customer-specific B2B pricing | Limited | Full | Good |
| SEPA B2B direct debit | App-dependent | Yes | Yes |
| 3-year total cost | 1,800 to 12,300 EUR | 8,000 to 22,500 EUR | 14,000 to 51,000 EUR excl. revenue fee |
An app is enough to test the model on 200 to 500 customers. Custom work makes sense once negotiated per-customer pricing and ERP integration are non-negotiable, which is the case with 4,000 practices.
SEPA, churn and pitfalls
A SEPA Core debit usually costs 0.20 to 0.50 EUR per transaction, against 1.2 to 1.5% plus a fixed fee for cards. On a 180 EUR order, the gap exceeds 2 EUR per shipment. Note that a Core mandate can be disputed for 8 weeks by the payer, while SEPA B2B cannot, but requires the customer's bank to register the mandate. On churn, a healthy B2B benchmark is 1.5 to 3% a month. Above that, an imposed frequency is often the cause: let customers change it in one click.
Mini case study
Julien, sales director of a medical supplies distributor, generates 6 million EUR of revenue with 4,000 customers, 18% of it recurring. He invests 12,000 EUR excl. VAT in a custom module with SEPA and per-customer pricing. Eighteen months later, 1,400 practices subscribe with a 180 EUR basket every 4 weeks, about 3.3 million EUR a year, 41% of revenue now at 8 million. Repeat purchases rise 30% among subscribers. At a 25% gross margin, the extra revenue driven by subscriptions, estimated at 1.2 million EUR, yields about 300,000 EUR of margin: the investment is covered within weeks (estimate).
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FAQ
How much does a B2B subscription module cost in 2026?
5,000 to 15,000 EUR excl. VAT custom-built, or 50 to 300 EUR a month as an app. Budget 1,000 to 2,500 EUR a year of maintenance for a custom module.
Should subscribers get a discount?
Yes, 3 to 8% is enough in B2B. Above 10%, you are paying for loyalty the customer would have given you anyway.
SEPA Core or SEPA B2B?
SEPA B2B protects the supplier better because it cannot be disputed after debit. It requires a step with the customer's bank, so Core stays simpler for small practices.
What churn rate should we aim for?
Roughly 1.5 to 3% a month in B2B. An automatic alert after 2 consecutive skipped shipments lets you win back part of customers before they cancel.
How long does deployment take?
6 to 10 weeks for a custom module, including 2 weeks of direct debit testing with your bank.
Let's scope your project. Tell us your number of customers, product families and current platform and we will price your subscription module, from 5,000 to 15,000 EUR excl. VAT, deployed in 6 to 10 weeks. 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.
