The verdict in three sentences
A wine merchant managing 350 trade accounts with case-by-case negotiated prices loses time and margin on every order keyed in by hand. A B2B web shop with customer-specific pricing, en primeur allocations and automatic excise duty calculation can be built for EUR 25,000 to 45,000 (about USD 27,000 to 49,000) in roughly 12 weeks. The payback comes from average order value (+18 % observed as a 2026 order of magnitude) and the end of pricing errors on purchase orders.
What the shop must handle from day one
Wine B2B is nothing like a consumer store. Each retailer has its own discount, each restaurant a different free-shipping threshold, and top wines are sold on allocation. After login, the platform must show the customer's net price, not a crossed-out public price.
| Feature | Business need | Complexity | Indicative 2026 cost |
|---|---|---|---|
| Customer price lists | Negotiated discount per account, per appellation | Medium | EUR 3,500 to 6,000 |
| Volume pricing | Breaks at 6, 12, 60 and 120 bottles | Low | EUR 1,500 to 3,000 |
| En primeur allocations | Quota per customer, reservation, waiting list | High | EUR 5,000 to 9,000 |
| Excise and shipping documents | Duty-paid vs bonded, export, state rules | High | EUR 4,000 to 8,000 |
| Credit and net-30 terms | Credit limit, reminders, automatic hold | Medium | EUR 3,000 to 5,500 |
| ERP connector | Stock, price and invoice sync | High | EUR 5,000 to 10,000 |
| Sales rep mode | Ordering on behalf of the customer during visits | Low | EUR 1,500 to 3,500 |
The three items that move the bill are allocations, alcohol taxation and the connector to the existing ERP. A project without en primeur, with an ERP that already has a clean API, stays close to EUR 25,000. A merchant exporting across borders (or, in New York, dealing with three-tier rules and state excise) with complex campaigns gets closer to EUR 45,000.
Technical options and three-year budget
Three routes exist for a mid-sized merchant. The choice depends on the number of pricing rules and on reliance on the ERP.
| Option | Initial cost | Annual cost | Timeline | Main limitation |
|---|---|---|---|---|
| Shopify Plus B2B | EUR 18,000 to 30,000 | EUR 24,000 to 30,000 (licence + apps) | 8 to 10 weeks | Allocations and excise via fragile third-party apps |
| Adobe Commerce or Sylius | EUR 35,000 to 60,000 | EUR 8,000 to 15,000 | 14 to 20 weeks | Maintenance cost, scarce skills |
| Custom platform Next.js + API | EUR 25,000 to 45,000 | EUR 4,000 to 9,000 | 10 to 12 weeks | Requires a precise specification |
| ERP portal (native B2B module) | EUR 8,000 to 15,000 | EUR 6,000 to 12,000 | 6 to 8 weeks | Dated customer experience, poor on mobile |
| Status quo (email and phone orders) | EUR 0 | 1.5 admin FTE, about EUR 55,000 | Immediate | Pricing errors, no overnight ordering |
Over three years, the custom option comes to about EUR 37,000 to 72,000 all-in, against EUR 90,000 to 120,000 for Shopify Plus once B2B, excise and allocation apps are added up. The ERP portal is cheaper but retailers rarely use it, which cancels the gain.
Typical 12-week plan
| Weeks | Deliverable | Sign-off at the merchant |
|---|---|---|
| 1 and 2 | Map of price lists, excise rules, ERP flows | Export director and accountant |
| 3 and 4 | Catalogue mock-ups, wine page, trade cart | Sales team |
| 5 to 8 | Build pricing, allocations, credit | Acceptance on 20 pilot accounts |
| 9 and 10 | ERP connector, invoices, Stripe and bank transfer | Accounting |
| 11 | Import of the 350 accounts, access sent | Customer service |
| 12 | Go-live, training, follow-up of first orders | Management |
The 20-account pilot is decisive: it surfaces forgotten discounts and exceptions before the shop opens to all customers.
Mini case study
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Claire, export director of a Bordeaux wine merchant, manages 350 accounts that order on average 14 times a year with a basket of EUR 1,900, about EUR 9.3 million in revenue. With the B2B shop, average order value rises 18 % thanks to wine suggestions and volume breaks, about EUR 340 more per order. Even counting only 40 % of orders placed online in year one, the gain reaches about EUR 670,000 in additional revenue, or nearly EUR 167,000 at a 25 % gross margin. The EUR 38,000 project pays back in under three months, before the savings on order entry (about 0.8 FTE freed up).
FAQ
How much does a B2B web shop for a wine merchant cost in 2026?
Budget EUR 25,000 to 45,000 (about USD 27,000 to 49,000) for a custom platform with customer pricing and excise. En primeur allocations and the ERP connector alone account for EUR 10,000 to 19,000 of that budget.
How is excise duty handled in an online shop?
The platform applies the right regime based on customer status: duty-paid for a domestic retailer, duty suspension with an electronic document for a bonded warehouse or export customer. The calculation uses volume and alcohol strength, for example around EUR 4.10 per hectolitre for still wine in France in 2026, with state rates applied in the US.
Can en primeur allocations be managed online?
Yes, each customer gets a quota per wine, reserves within a set window and joins a waiting list beyond it. This module costs EUR 5,000 to 9,000 and avoids phone arbitration during the campaign.
Will retailers really order online?
As an order of magnitude, 30 to 45 % of orders move online in year one if net prices and stock are accurate. The rate exceeds 60 % in year two when sales reps use the tool themselves during visits.
How long does it take to launch?
Twelve weeks for a standard project, including a two-week pilot on 20 accounts. An ERP connector without an API can add three to four weeks.
Let's scope your project. Send us your number of accounts, your price lists and your ERP: we will quote a B2B shop between EUR 25,000 and 45,000 with a 12-week 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.
