The verdict in three sentences
For an electrical wholesaler with nine trade counters across the Rotterdam region, installers decide at 6:45 am which counter is open on the way to site, so hours and stock information on Google must be right. Above roughly eight listings, the best setup in 2026 is usually a multi-location management platform, run in-house if you have a marketer with time, or by a provider if you do not. Expect a 2026 market ballpark of EUR 30 to 90 excluding VAT per listing per month for software, and EUR 700 to 2,500 a month for a provider operating it.
Options, ranked
The ranking compares categories of tools and providers, with public software named only as examples and no exact prices, since public pricing varies by plan.
| Rank | Option | 2026 cost ballpark | Bulk updates | Branch review tracking | Reversibility | Best fit |
|---|---|---|---|---|---|---|
| 1 | Multi-location platform run by a provider | Software EUR 30 to 90 per listing plus EUR 700 to 2,500 a month | Yes | Yes, with alerts | Good if listings stay in your account | 8 or more counters, lean marketing team |
| 2 | Multi-location platform run in-house (e.g. Semrush Local, Yext) | EUR 30 to 90 per listing, public price varies by plan | Yes | Yes | Good, data export | Marketer with weekly time |
| 3 | Google Business Profile with a location group | Free | Partial, spreadsheet upload | Manual | Excellent | Fewer than 8 counters |
| 4 | Provider with no dedicated tool | EUR 500 to 1,800 a month | Manual | Manual | Average | 3 to 6 counters |
| 5 | Each counter manager on their own | Staff time | No | Scattered | Poor | Avoid beyond 3 counters |
The platform ranks first because time is the hidden cost: changing hours for nine counters before King's Day, Ascension or the Christmas period takes hours by hand and minutes in bulk. Google's free interface remains a sound base and supports spreadsheet uploads, but it does not consolidate review alerts per branch.
Kolonell can be one option among others for the visibility side: the Traffic Engine audit costs 100,000 FCFA (about EUR 152), monthly plans over 12 months run from 125,000 to 350,000 FCFA (about EUR 191 to 534), with a 300,000 FCFA setup (about EUR 457).
Features that matter for trade counters
| Feature | Concrete use for an electrical wholesaler | Frequency |
|---|---|---|
| Bulk hours updates | 6:30 or 7:00 opening, Saturday closures, public holidays | 8 to 12 times a year |
| Branch-level review tracking | Spot a counter where service slips | Weekly |
| Stock and promotion posts | Cable deliveries, solar inverters, EV chargers | 2 to 4 per counter per month |
| Statistics export | Calls, directions, clicks per counter | Monthly at least |
| Access management | Remove a former counter manager | On each departure |
| Duplicate detection | Old address after a move | Quarterly |
| Dutch content | Descriptions and posts in Dutch, English optional | At setup, then with posts |
Posts must stay accurate: a promotion still showing after it ended at the Schiedam counter frustrates an installer in a hurry. Review replies fall under the GDPR as enforced by the Dutch Data Protection Authority, so never name an installer's company or project in a public reply.
Mini case study
Illustrative example: Pieter, marketing manager of an electrical wholesaler in Rotterdam, nine counters (Waalhaven, Schiedam, Capelle aan den IJssel, Barendrecht, Spijkenisse, Vlaardingen, Ridderkerk, Zoetermeer, Dordrecht).
He picks a platform at EUR 55 per listing, EUR 495 a month, run by a provider at EUR 1,200 a month: EUR 1,695 a month, about EUR 20,340 a year. Before, each counter manager spent 2 hours a month on the listing, 18 hours at EUR 45 loaded cost, EUR 810 a month. Net cost is about EUR 885 a month. If listings bring 3 new installer accounts per counter per month, 27 in total, each worth EUR 140 of monthly margin, the network adds EUR 3,780 of recurring margin every month, compounding as accounts accumulate.
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FAQ
What does a multi-location tool cost for nine counters?
The 2026 market ballpark is EUR 30 to 90 per listing per month, so EUR 270 to 810 for nine counters. Exact public prices vary by plan.
Is Google's free interface enough?
Often, below eight counters, thanks to location groups and spreadsheet uploads. Beyond that, the lack of consolidated review alerts becomes a bottleneck.
Do we need a provider on top of the tool?
If nobody in-house can spend about a day a week on it, yes. A provider typically costs EUR 700 to 2,500 a month depending on post volume.
How often should counters post promotions?
Two to four posts per counter per month is enough. Date every promotion and remove it when it ends.
How do we keep control of the listings?
Listings must sit in the company's account, with the tool and provider as managers only. Remove a staff member's access on the day they leave.
Get found by the customers looking for you. Start with a visibility audit at 100,000 FCFA (about EUR 152), credited against setup if you start within 30 days, then a Traffic Engine plan sized for your counters to bring in more installer visits and quote requests, with a weekly report. Traffic Engine. 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.