The verdict in three sentences
For a wholesaler with 3,000 business customers, Shopify Plus is the fast choice if your pricing stays readable (a few price lists, tiered discounts) and your ERP has a standard connector. Custom development, between EUR 50,000 and 130,000 excluding VAT, becomes profitable as soon as each customer has negotiated prices, payment terms and delivery rules. Either way, aiming for 40% of orders online in the first year is realistic if sales reps are involved in the rollout.
What a wholesale B2B platform must handle
B2B is not B2C with a "trade" button. A supplies wholesaler in Berlin must handle catalogues of 8,000 to 20,000 SKUs, account-specific prices, recurring orders and 30-day end-of-month payment terms. The two options compared on these needs in 2026:
| Business need | Shopify Plus (native B2B) | Custom |
|---|---|---|
| Negotiated prices per customer | Company catalogues, limited beyond a few hundred price lists | Unlimited, real-time calculation from the ERP |
| 30 or 60-day payment terms | Native payment terms, basic reminders | Outstanding balance, credit limit, automatic hold |
| Multiple buyers per account | Yes, simple roles | Yes, custom approval workflows |
| ERP sync (SAP Business One, Microsoft Dynamics, Sage) | Via third-party connector, EUR 300 to 1,200/month | Dedicated connector included |
| Quick order by SKU or CSV | Third-party app | Native |
| Time to launch | 8 to 12 weeks | 14 to 24 weeks |
The real cost over 3 years
Shopify Plus has an attractive entry price, but variable fees and apps add up. 2026 estimate for EUR 4M of online revenue per year, order of magnitude:
| Item | Shopify Plus | Custom |
|---|---|---|
| Setup (integration, design, catalogue migration) | EUR 30,000 to 60,000 | EUR 50,000 to 130,000 |
| Platform subscription | About USD 2,300/month, ~EUR 25,500/year | EUR 0 |
| Variable fee above the cap | 0.18 to 0.4% of volume | EUR 0 |
| Third-party apps (B2B, ERP, search) | EUR 600 to 1,500/month | Included in the build |
| Hosting and maintenance | Included | EUR 800 to 1,500/month |
| 3-year total (mid-range) | ~EUR 190,000 | ~EUR 165,000 |
Beyond 3 years, custom widens the gap but requires a stable technical partner. Shopify Plus remains ahead on launch speed and payment security with no in-house effort.
How to reach 40% online orders
Technology is not enough. Wholesalers who reach 40% in year one use three levers: sales reps earn commission on web orders from their portfolio, the first 300 customers are activated by a call and ready-to-use credentials, and ordering online brings a concrete advantage (lower free-shipping threshold, guaranteed next-day delivery). Without these rules, the rate plateaus around 10 to 15%.
Mini case study
Jonas, sales director of an office supplies wholesaler in Berlin, serves 3,000 customers and 250 orders a day, 90% by phone and email. Each manually keyed order costs about EUR 6 of admin time. At 40% online, 100 orders a day move to the web, saving EUR 600 per working day and roughly EUR 132,000 a year over 220 days. With a custom build at EUR 90,000 plus EUR 12,000 annual maintenance, the investment pays back in under 10 months, excluding the effect on average order value, often up 10 to 15% thanks to reorder suggestions.
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FAQ
Does Shopify Plus really handle 30-day terms?
Yes, net 30, 60 or 90-day payment terms have been native since 2023. However, fine control of outstanding balances and holds above a limit requires an app or custom work, budget EUR 300 to 800 per month.
Can we keep our current ERP?
Yes. SAP Business One, Dynamics or Sage connect via API or scheduled file exchanges. Syncing prices and stock every 5 to 15 minutes is enough for 95% of wholesalers.
How long to migrate a 15,000-SKU catalogue?
Between 3 and 6 weeks depending on product data quality. Missing photos and descriptions are the real bottleneck, not the technical import.
Do business customers order on mobile?
About 35% of B2B sessions happen on mobile in 2026, mostly for reorders. Quick ordering by SKU or from history is therefore essential.
Do we need a B2C site alongside?
No, unless you already sell to consumers. A portal reserved for approved accounts simplifies pricing and avoids conflicts with your resellers.
Let's scope your project. Send us your number of customers, your ERP and how complex your price lists are: we will recommend Shopify Plus or custom with a costed budget and schedule. 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.
