The verdict in three sentences
A vertical distribution ERP (Odoo, Sage, 40-100 EUR/user/month) effectively equips a standard wholesaler, but a multi-warehouse player with complex pricing benefits from owning its custom core. Budget 70,000 to 160,000 EUR to steer purchasing, multi-warehouse stock and margins in real time, with a connected B2B customer portal. The ROI plays out on two fronts: -20 % stockouts and margin tracked at the order-line level.
Vertical ERP (Odoo, Sage) or custom core
An off-the-shelf ERP covers 80 % of a wholesaler's needs. The remaining 20 % — batch management, per-customer pricing, a specific B2B portal — are often the most strategic, and that is where custom is justified.
| Criterion | Vertical ERP (Odoo/Sage) | Custom core |
|---|---|---|
| Upfront cost | 5,000 to 25,000 EUR (integration) | 70,000 to 160,000 EUR |
| Recurring cost | 40-100 EUR/user/month | Hosting 200-600 EUR/month |
| Batch / expiry management | Standard module | Business-specific rules |
| Dynamic pricing | Fixed grids | Per customer, volume, season |
| B2B customer portal | Generic add-on | Custom, connected to stock |
| Real-time margin | Deferred reporting | Line by line, instant |
| Code ownership | No | Yes |
For 30 users, an ERP at 70 EUR/month represents 25,200 EUR/year, over 75,000 EUR across three years — without owning the tool or mastering the specific 20 %.
Where custom pays off: stockouts and margin
In wholesale, two figures drive profitability: the stockout rate (lost sales) and the precision of margin tracking. Here is the 2026 order of magnitude for an 18 M EUR revenue wholesaler, 3 warehouses.
| Lever | 2026 situation | Estimated annual gain |
|---|---|---|
| Stockouts cut from 6 % to 4.5 % | Data-driven replenishment | 180,000 to 250,000 EUR of revenue saved |
| Margin tracked line by line | +0.8 pt net margin | 140,000 to 160,000 EUR |
| B2B portal (24/7 ordering) | +12 % recurring orders | 1 to 1.5 FTE sales relieved |
| Reliable inventory | -50 % discrepancies | 30,000 to 60,000 EUR of shrinkage/loss |
Mini case study
Olivier, head of a building-materials wholesaler in Bordeaux (18 M EUR revenue, 3 warehouses, 30 users), steers his margins on monthly exports and suffers 6 % stockouts. He invests 130,000 EUR in a custom core: batch management, per-customer pricing, B2B portal connected to stock, real-time margin. Within 12 months, stockouts fall to 4.5 % (210,000 EUR of revenue saved) and net margin gains 0.7 point (126,000 EUR). Annual gain near 330,000 EUR of revenue and 150,000 EUR of margin: payback in under 12 months.
FAQ
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Why not simply deploy Odoo or Sage?
For 80 % of needs, it is the right choice, faster and cheaper. Custom is justified when your specific 20 % (batches, pricing, B2B portal) is your competitive edge and the ERP handles it poorly.
Can we combine an off-the-shelf ERP and custom bricks?
Yes, it is common: keep the ERP for accounting and core stock, and develop a B2B portal or pricing engine as custom, connected via API. This hybrid approach costs 30,000 to 70,000 EUR.
Is the B2B customer portal really profitable?
Yes: it lets customers order 24/7, see their negotiated prices and live stock. It raises recurring orders by 10 to 15 % and relieves the load on inside sales.
How long for deployment?
Budget 5 to 8 months for a complete core. A first high-ROI brick (B2B portal or margin tracking) can be delivered in 10 to 12 weeks.
What annual maintenance budget?
Between 12 and 18 % of development, i.e. 15,000 to 28,000 EUR for a 130,000 EUR project, including evolutions, connectors and hosting.
Let's scope your project. Give us your revenue, number of warehouses and pain points (stockouts, margin, B2B portal): we'll price a custom wholesale core or a hybrid approach with your ERP. 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.
