The verdict in three sentences
For a HoReCa beverage wholesaler in Amsterdam, a B2B ordering platform costs between EUR 50,000 and 110,000 in 2026, depending on ERP integration depth and deposit handling. The real gain is measured in phone orders avoided: moving from 80% to 40% phone orders frees two telesales seats on the 6 pm to 11 pm shift. Plan 14 to 18 weeks for a project covering per-venue pricing, deposit kegs, delivery slots and 30-day credit.
What a bar or restaurant really expects from online ordering
A brasserie manager orders the night before, often after service, from a phone. They want their usual list, to adjust two items and to confirm in under two minutes. Anything that slows this down (complex sign-up, list prices instead of negotiated prices, kegs missing from the basket) sends the order back to the phone.
The features that move HoReCa customers to digital:
- Recurring order list pre-filled with the average quantities of the last four weeks.
- Per-venue pricing and discounts: contract prices, volume discounts, brewer free goods, seasonal promotions.
- Deposits and kegs (statiegeld): deposit invoicing, return deductions, keg balance per customer.
- Delivery slots per route, with an order cut-off (for example 10 pm for next-morning delivery).
- Credit and 30-day terms: limit display, soft block when exceeded, automatic reminders.
| Feature | Essential version | Full version | Estimated impact |
|---|---|---|---|
| Catalogue and customer pricing | Price list per customer group | Individual contract price synced with ERP | No more pricing errors, 3 to 5% fewer disputes |
| Deposits and kegs | Deposit invoiced per line | Keg balance, returns scanned at unloading | 8 to 12% of lost kegs recovered |
| Delivery slots | Fixed day per route | Dynamic cut-off, truck capacity | Routes filled to 90% |
| Mobile ordering | Responsive site | PWA with recurring list | 60% of orders after 6 pm |
| Credit and payment | Limit display | Block, reminders, SEPA B2B direct debit, iDEAL | DSO cut by 6 to 10 days |
| Brewer promotions | Static banner | Automatic mechanics (3 + 1) | Co-op budgets tracked |
2026 budget: three project levels
The ranges below are a 2026 order of magnitude for a Dutch agency or a mixed nearshore team, excluding ERP licences. Amsterdam rates run about 30% above northern France.
| Item | Essential | Intermediate | Full |
|---|---|---|---|
| Scoping and workshops | EUR 4,000 | EUR 7,000 | EUR 10,000 |
| Mobile HoReCa UX design | EUR 6,000 | EUR 9,000 | EUR 13,000 |
| Front-end and back-end development | EUR 26,000 | EUR 40,000 | EUR 55,000 |
| Deposit and keg module | EUR 4,000 | EUR 8,000 | EUR 11,000 |
| ERP connector (Exact, AFAS, beverage ERP) | EUR 7,000 | EUR 11,000 | EUR 15,000 |
| Testing, training, rollout | EUR 3,000 | EUR 5,000 | EUR 6,000 |
| Project total | EUR 50,000 | EUR 80,000 | EUR 110,000 |
| Maintenance and hosting | EUR 800/month | EUR 1,300/month | EUR 2,000/month |
| Timeline | 14 weeks | 16 weeks | 18 weeks |
The deposit module is often underestimated. A 30-litre keg carries EUR 80 to 120 of deposit: on a fleet of 6,000 kegs, a 10% loss ties up EUR 48,000 to 72,000. Tracking the balance per customer pays for itself.
Typical 16-week plan
| Weeks | Stage | Deliverable |
|---|---|---|
| 1 to 2 | Scoping, interviews with 10 HoReCa customers | Target journeys, pricing rules |
| 3 to 5 | Mobile mock-ups, tests with 5 managers | Validated prototype |
| 6 to 11 | Development, ERP connector | Beta version |
| 12 to 13 | Pilot with 50 venues | Fixes |
| 14 to 16 | Rollout route by route | 1,400 accounts opened |
Mini case study
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Daan, managing director of a beverage wholesaler in Amsterdam, employs four telesales staff for 1,400 customers. A fully loaded telesales employee costs about EUR 48,000 a year. With 45% online orders after 12 months, two seats move to prospecting: EUR 96,000 saved per year. Keg tracking recovers 9% of a 5,000-keg fleet at EUR 100 deposit, or EUR 45,000 of one-off cash. Intermediate project at EUR 80,000 plus EUR 15,600 of annual maintenance: payback in under 10 months, before counting fewer data-entry errors.
FAQ
How much does a B2B ordering platform cost for a beverage wholesaler?
In 2026, budget EUR 50,000 to 110,000 in Amsterdam depending on ERP integration and deposit handling. Maintenance runs EUR 800 to 2,000 per month.
Do HoReCa customers really order online?
Yes, when the mobile journey takes two minutes. Equipped wholesalers see 40 to 55% digital orders after one year, 60% of them placed after 6 pm.
How are deposits and kegs handled in the shop?
The deposit is invoiced per line, returns are scanned at unloading and the keg balance shows in the customer account. This module costs EUR 4,000 to 11,000.
Can we keep 30-day payment terms?
Yes. The platform shows credit and limits, blocks when exceeded and can offer SEPA B2B direct debit, which shortens payment delays by 6 to 10 days.
Do we need to change ERP?
Not in 90% of cases. A EUR 7,000 to 15,000 connector syncs prices, stock and invoices with Exact, AFAS or your beverage ERP.
Let's scope your project. Send us your HoReCa customer count, your ERP and your deposit process: we will price a platform between EUR 50,000 and 110,000 with a 14 to 18 week 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.
