The verdict in three sentences
For a wholesaler serving 500 to 5,000 business customers, Shopify Plus is the fastest path to a working B2B portal, as long as the catalog and pricing rules stay standard. Once customer-specific pricing, tiered discounts, payment terms and ERP sync become complex, a custom platform costs more upfront but less over five years. The real decision driver is the ERP connector, not the storefront: it determines whether a realistic target of 30 to 60% of orders placed online within 18 months is achievable.
What a wholesale B2B portal really needs to do
A professional buyer does not browse like a consumer. They know their SKUs, order in bulk, expect their negotiated price at login and want to pay on 30 or 60 day terms. The features that make the difference:
- Catalog and pricing per customer account: price lists, discounts by product family, free freight thresholds.
- Quick order: entry by SKU, CSV upload, one-click reorder from history.
- Payment terms: credit limits, viewable invoices, automated reminders.
- Multiple users: a buyer enters orders, a manager approves above a threshold.
- ERP sync: inventory, prices, invoices and shipping statuses updated in near real time.
If two or three of these features require rules specific to your business, custom development deserves a serious look.
Shopify Plus vs custom: 2026 cost comparison
| Criterion | Shopify Plus (native B2B) | Custom platform |
|---|---|---|
| License cost | From about USD 2,300 per month (annual contract) | No license, hosting USD 250 to 1,700 per month |
| Initial build | USD 30,000 to 80,000 through a partner agency | USD 45,000 to 135,000 depending on scope |
| Time to launch | 3 to 5 months | 5 to 9 months |
| Customer pricing and discounts | Native B2B catalogs, limits on cross rules | Unlimited rules, aligned with the ERP |
| Payment terms | Native Net 15/30/60, credit managed outside the platform | Credit, limits and reminders built in |
| ERP connector | Third-party apps or middleware, USD 550 to 3,400 per month | Custom-built, included in the budget |
| Vendor dependency | High (roadmap decided by Shopify) | Low, code you own |
These are 2026 North American and European market ranges seen at agencies and integrators, not Kolonell rates. They vary widely with the number of SKUs, warehouses and integrations.
Five-year total cost, where the decision is made
Launch price is misleading. Over five years, SaaS license and app fees add up, while custom development concentrates spending upfront and then smooths it into maintenance.
| 5-year line item (estimate) | Shopify Plus | Custom |
|---|---|---|
| Initial build | USD 50,000 | USD 90,000 |
| License or hosting | USD 138,000 (about USD 2,300 per month) | USD 34,000 |
| Apps and connectors | USD 68,000 | Included |
| Maintenance and enhancements | USD 45,000 | USD 68,000 |
| Indicative total | USD 301,000 | USD 192,000 |
| Variable fees on sales | Depends on payment method | Depends on payment method |
The curves usually cross between year two and year three. A wholesaler testing the online channel for 12 to 18 months should start with SaaS, one making it a strategic channel should invest in custom.
For companies also operating in West Africa, Kolonell's 11/10/2026 grid for a complex custom application starts at 7,000,000 FCFA (EUR 10,670), scoped according to integrations. Details on the free quote page.
Mini case study
Need a professional website?
Kolonell builds websites that attract clients, optimized for the Sénégalese market. Free quote in 2 minutes.
Mike, VP of Sales at a janitorial supplies wholesaler in Columbus, Ohio (illustrative persona), serves 1,800 business accounts. Today, 4 inside sales reps key in about 2,600 orders per month at 6 minutes each, or 260 hours monthly.
With a B2B portal connected to the ERP and a target of 45% of orders online within 18 months:
- 1,170 orders move to self-service, saving 117 hours per month.
- At USD 42 per loaded hour, the saving is about USD 4,900 per month, or USD 58,800 per year.
- For a custom project at USD 90,000, direct payback comes in about 18 months, before counting fewer keying errors and a higher average order value.
FAQ
Is Shopify Plus enough for a wholesaler with customer-specific pricing?
Yes if you have fewer than about ten price lists and simple discounts. Beyond 50 price lists or with cross rules by family and volume, workarounds quickly cost USD 11,000 to 22,000 per year in apps and development.
How long does it take to connect the ERP?
Plan 6 to 12 weeks for a stable connector covering inventory, prices, customers and invoices. That is often 25 to 35% of the total budget of a B2B project.
What share of online orders should we target?
A realistic goal is 30 to 60% of orders within 18 months, depending on your customers' digital maturity. The remaining 20% often stay on the phone for urgent or specific needs.
Can we start on SaaS and migrate to custom later?
Yes, as long as you keep control of customer and product data in the ERP. A migration typically costs USD 17,000 to 45,000, so it is best to decide before year two.
Should a B2B portal accept card payments?
Yes for small accounts and first orders, with fees of 1.2 to 2.9% per transaction. Recurring accounts usually stay on bank transfer or ACH on terms.
Let's scope your project. Send us your number of customers, SKUs and your ERP: we will define the scope, indicative budget and timeline of your B2B portal. 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.
