The verdict in three sentences
For a London hygiene supplies wholesaler serving 1,100 trade customers across 4,000 SKUs, a custom B2B e-commerce platform costs EUR 40,000 to 90,000 excl. VAT in 2026, delivered in 4 to 6 months. Shopify Plus B2B, from USD 2,300 per month, launches faster but needs development work for complex price lists, credit limits and ERP sync. The realistic goal is to move 30 % of orders online in year one, which frees the equivalent of one to two order entry roles.
Why the phone costs more than it seems
At a wholesaler that takes orders by phone, each order ties up an inside sales rep for 10 to 15 minutes: looking up SKUs, checking the negotiated price, checking stock, then re-keying into the ERP. Entry errors, around 2 to 3 % of lines, create returns, credit notes and disputes that erode margin.
Trade customers expect what they already know as consumers: ordering at 10 pm after closing time, reordering their last basket in one click, seeing their negotiated price and real stock. Hotels, local authorities and cleaning contractors buying recurring consumables are the first to switch.
Custom build or Shopify Plus B2B: the 2026 grid
| Criterion | Shopify Plus B2B | Custom platform |
|---|---|---|
| Upfront cost | EUR 15,000 to 40,000 integration | EUR 40,000 to 90,000 |
| Recurring cost | USD 2,300 per month, about EUR 25,000 per year, plus apps | EUR 8,000 to 15,000 per year maintenance and hosting |
| Customer-specific pricing | Catalogs and price lists, limits on stacked discounts | Unlimited price lists: per customer, group, quantity, contract |
| 30-day terms and credit limits | Native payment terms, credit limits via apps | Credit limits, automatic holds, dunning built in |
| ERP sync | Connector to build or buy | Dedicated real-time connector |
| Quick order by SKU | Yes | Yes, with file import and reorder lists |
| Lead time | 2 to 4 months | 4 to 6 months |
Order of magnitude for 2026, excl. VAT. Shopify Plus B2B fits if your pricing fits in a handful of catalogs and your ERP has a standard connector. As soon as every customer has its own price list, discounts per product family and carriage-paid thresholds, custom avoids paying for workarounds every year.
Must-have features and their cost
| Feature | Purpose | Indicative budget |
|---|---|---|
| 4,000-SKU catalog | Product pages, pack sizes, units of sale, safety data sheets | EUR 6,000 to 12,000 |
| Customer pricing engine | Net prices, family discounts, quantity breaks, promotions | EUR 8,000 to 18,000 |
| Multi-user customer accounts | Buyers, approvers, spending caps per site | EUR 5,000 to 10,000 |
| 30-day terms and credit limits | Credit cap, holds, card or bank transfer payment | EUR 4,000 to 9,000 |
| ERP sync | Stock, prices, orders, invoices in real time | EUR 8,000 to 20,000 |
| Quick order and reorder | SKU entry, CSV import, saved lists | EUR 3,000 to 7,000 |
| Sales rep area | Order on behalf of customers, portfolio tracking | EUR 4,000 to 8,000 |
The most underestimated item is data quality: cleaning 4,000 SKUs, their pack sizes and 1,100 price lists often takes 3 to 6 weeks on the wholesaler's side.
Mini case study
Rachel, managing director of a hygiene supplies wholesaler in London, handles about 4,400 orders per month, keyed in by phone in 12 minutes on average, i.e. 880 hours per month. By moving 30 % of orders online in year one, she frees 264 hours per month, about 1.6 full-time equivalents, nearly EUR 70,000 per year of loaded cost redeployed to prospecting.
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Entry errors fall from 2.5 % to under 0.5 % on online orders, and the average online basket grows 6 to 8 % thanks to reorder lists and suggestions. With a platform at EUR 65,000 and EUR 11,000 of annual maintenance, payback comes in 12 to 14 months. With Shopify Plus B2B, EUR 30,000 of integration plus EUR 25,000 per year of subscription reaches a similar cost by year three.
FAQ
How many customers order online in year one?
In B2B, 20 to 35 % of orders online at 12 months and 50 to 60 % at 3 years is typical, provided sales reps support the switch. Large recurring accounts move first.
Will sales reps lose their commission?
No, online orders stay attached to the rep's portfolio. Many wholesalers keep 100 % of commission in year one to encourage adoption.
Which ERP can be connected?
Sage, Microsoft Dynamics, NetSuite, SAP Business One or a trade-specific ERP, as long as it exposes an API or exchange files. A connector costs EUR 8,000 to 20,000 depending on complexity.
Can it handle e-invoicing?
Yes, the platform passes orders to the ERP, which issues invoices through your e-invoicing provider, ready for the UK and EU mandates being phased in from 2026.
Do we need a separate site for consumers?
Not necessarily: the same platform can serve B2B and a limited B2C channel with public VAT-inclusive prices. Budget an extra EUR 8,000 to 15,000.
Let's scope your project. Send us your number of customers, SKUs and your ERP: we will price the scope, give an indicative budget and a 4 to 6-month 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.
