The verdict in three sentences
For a wholesaler with 2,500 trade customers still taking 70% of orders by phone, a custom B2B portal costs 40,000 to 90,000 GBP in London in 2026, ERP integration included. It shows each customer their own price list, supports quick ordering by SKU, displays credit balance and accepts 30-day terms. The payoff shows up in average order value, up 12 to 18% thanks to suggestions and reorder lists, and in time freed for inside sales reps.
The features that make a real wholesale portal
A consumer e-commerce site is not enough. A B2B portal must reflect terms negotiated customer by customer: discounts by product family, net prices, free delivery thresholds, minimum order values. Trade buyers want to order fast, often from a usual list or a file, and find invoices and credit balance without calling accounts.
| Feature | What it delivers | 2026 ballpark (London) |
|---|---|---|
| Price lists per customer or group | Net prices and discounts read from the ERP | 7,000 to 14,000 GBP |
| Quick order (SKU, CSV, usual list) | A 40-line order in 3 minutes | 4,000 to 8,000 GBP |
| Account area: balance, invoices, credit notes | Fewer calls to accounts | 5,000 to 10,000 GBP |
| 30-day terms and card payment | Credit limit, automatic hold | 4,000 to 9,000 GBP |
| Multiple users per account | Buyer, approver, accountant | 3,000 to 6,000 GBP |
| Catalogue, search and spec sheets | 15,000 filterable SKUs | 6,000 to 14,000 GBP |
| Design, QA, go-live | Delivered in 12 to 16 weeks | 3,000 to 9,000 GBP |
| ERP integration (Sage 200, NetSuite, Dynamics) | Stock, prices, orders, invoices | 8,000 to 20,000 GBP |
ERP integration drives everything else. Without price and stock sync every 5 to 15 minutes, reps re-key orders by hand and the portal loses credibility within weeks.
Custom build, Shopify Plus B2B or ERP vendor portal: the comparison
| Option | Setup | Annual recurring cost | Complex negotiated pricing | 3-year cost (estimate) |
|---|---|---|---|---|
| Custom portal | 40,000 to 90,000 GBP | 6,000 to 10,000 GBP (support + hosting) | Unlimited, ERP logic | 58,000 to 120,000 GBP |
| Shopify Plus B2B | 20,000 to 40,000 GBP | About 22,000 GBP (2,300 USD a month + apps) | Customer catalogues, limits on stacked discounts | 86,000 to 106,000 GBP |
| Adobe Commerce B2B | 60,000 to 120,000 GBP | 30,000 to 50,000 GBP | Strong, heavy to run | 150,000 to 270,000 GBP |
| ERP vendor portal | 10,000 to 25,000 GBP | 8,000 to 15,000 GBP licences | Good, dated UX | 34,000 to 70,000 GBP |
Custom pulls ahead once commercial terms get rich: stacked discounts, quantity breaks, annual contracts, multiple depots.
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Mini case study
James, sales director of an electrical supplies wholesaler in London, turns over 16 million GBP with 2,500 customers. He invests 62,000 GBP (portal 48,000 and NetSuite integration 14,000). After one year, 45% of orders go through the portal. On that share, about 7.2 million GBP, average order value rises 12%: roughly 864,000 GBP of extra revenue, or 173,000 GBP of gross margin at 20%. His 6 inside sales reps also recover 25 hours a week for prospecting. The project pays back in under five months.
FAQ
How long does it take to launch? Allow 12 to 16 weeks, including 3 to 4 for ERP integration. A one-month pilot with 100 customers is recommended before opening to everyone.
How do we get customers to order online? Reps create accounts and onboard the first 200 customers. A 1 to 2% discount on the first online order is often enough to reach 30% adoption within six months.
Are 30-day terms handled automatically? Yes, the portal reads the approved credit limit from the ERP and holds the order if it is exceeded. Customers without an account can pay by card.
Does the portal work on mobile? Yes, it is built for ordering from a site or a shop floor. In 2026, 35 to 45% of B2B reorders are placed on smartphones.
What are the running costs after launch? Hosting costs 150 to 400 GBP a month and ongoing development 5,000 to 8,000 GBP a year.
Let's scope your project. Share your customer count, your ERP and the structure of your price lists, and we will price the scope, an indicative budget and a rollout 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.
