The verdict in three sentences
A custom dealer portal pays off once a network exceeds 50 resellers with different negotiated price lists and orders still placed by phone or email. In Amsterdam as across Western Europe, the 2026 budget sits between EUR 30,000 and 75,000 excl. VAT depending on ERP integrations and the number of countries covered. The expected return is measurable: 20 % fewer sales calls, error-free order entry and a network that checks stock, product sheets and training on its own.
What a dealer portal must include in 2026
The core answers the questions dealers ask the sales team every day: what is my price, is it in stock, where is my order, where is the visual for my trade show. Everything else is optional and priced separately.
| Module | Function | Indicative budget (EUR excl. VAT) | Priority |
|---|---|---|---|
| Dealer area and permissions | Accounts, sub-users, territories | 5,000 to 9,000 | Core |
| Dealer-specific pricing | Discount grids, net prices, EUR and MAD or TND | 4,000 to 10,000 | Core |
| Online ordering | B2B cart, minimum order, approval | 6,000 to 14,000 | Core |
| Real-time available stock | ERP sync (Exact, AFAS, SAP Business One) | 5,000 to 15,000 | Core |
| Marketing kit | Visuals, POS material, spec sheets, versioned library | 2,500 to 6,000 | Recommended |
| Product training | Videos, quizzes, dealer certificates | 3,500 to 9,000 | Recommended |
| Sales dashboard | Revenue per dealer, targets, alerts | 4,000 to 12,000 | Option |
2026 estimate for a mid-sized manufacturer; hosting and maintenance extra: EUR 300 to 900 per month.
Off-the-shelf PRM or custom
Partner relationship management (PRM) tools such as Impartner, Allbound or the partner modules of Salesforce and HubSpot handle network engagement but cope poorly with net-price ordering and ERP stock. They are billed per user or per active partner, which adds up fast with 120 dealers.
| Criterion | Off-the-shelf PRM SaaS | CRM with partner module | Custom portal |
|---|---|---|---|
| Setup | EUR 10,000 to 30,000 | EUR 8,000 to 25,000 | EUR 30,000 to 75,000 excl. VAT |
| Annual cost for 120 dealers | EUR 18,000 to 45,000 | EUR 15,000 to 40,000 | EUR 3,600 to 10,800 |
| Net prices per dealer | Limited | Via paid CPQ add-on | Native |
| Ordering and ERP stock | Connectors to build | Connectors to build | Built in from day one |
| Multi-country Europe, Morocco, Tunisia | Yes, mostly in English | Yes | Yes, FR, EN, NL, Arabic possible |
| Ownership of data and code | Vendor | Vendor | Client |
| 5-year total cost | EUR 100,000 to 255,000 | EUR 83,000 to 225,000 | EUR 48,000 to 129,000 |
Over 5 years, custom typically costs 40 to 50 % less than a PRM billed per partner, provided scope stays under control.
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Mini case study
Pieter, sales director at a professional kitchen equipment manufacturer near Amsterdam, manages 120 dealers in the Benelux, France, Morocco and Tunisia. His team of 6 inside sales reps handles about 1,100 calls and emails a month about prices, availability and order tracking. With a EUR 52,000 excl. VAT portal and EUR 7,200 a year in maintenance, the goal is a 20 % reduction, or 220 fewer requests a month. At 15 minutes per request and a loaded hourly cost of EUR 38, the direct gain is 220 × 0.25 × 38 × 12 = EUR 25,080 a year. Add 1 % extra revenue on EUR 6 M of network sales thanks to faster ordering, EUR 60,000 at a 35 % gross margin or about EUR 21,000, and the portal pays back in roughly 14 months.
FAQ
How long does it take to launch the portal? Allow 3 to 5 months for a first release with pricing, ordering and stock, then 1 to 2 months per extra module. A pilot with 10 dealers is advisable before opening to all 120.
Do we need to change ERP? No, the portal connects to the existing ERP via API or scheduled file exchange. The connector often represents 15 to 20 % of the total budget.
How do we handle dealers in North Africa? The portal shows prices in EUR, MAD or TND per account, with the incoterms and shipping lead times of each zone. The interface can be offered in French and Arabic.
Will dealers actually use it? Adoption usually exceeds 70 % within 6 months if net prices and stock are only available on the portal. A 30-minute onboarding per dealer is enough.
Who owns the code? With a custom build by Kolonell, the source code and data belong to you, with no per-user royalty.
Let's scope your project. Tell us your network size, your ERP and the countries covered: we will price a dealer portal between EUR 30,000 and 75,000 excl. VAT with a first release in 3 to 5 months. 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.
