The verdict in three sentences
For an electrical wholesaler with 35,000 SKUs and 2,500 contractors, the right choice depends mainly on the ERP and the complexity of customer-specific net prices. Shopify Plus B2B is the fastest and cheapest to launch, Sana Commerce wins if you run Microsoft Dynamics or SAP, and custom is justified when pricing rules, recurring baskets and configurators go beyond what standard tools handle. Over 3 years, all three options land between 135,000 and 230,000 EUR, and the gap comes from integration, not licences.
The three options compared on a wholesaler's needs
An electrical contractor orders fast, often from the job site, using familiar part numbers. The platform must therefore handle negotiated net prices, branch-level availability, quick order by manufacturer reference and recurring replenishment.
| Criterion | Shopify Plus B2B | Sana Commerce | Custom |
|---|---|---|---|
| Launch cost | 30,000 EUR integration | 40,000 to 80,000 EUR | 70,000 to 140,000 EUR |
| Licence | 2,300 USD per month (about 2,000 EUR) | 20,000 to 40,000 EUR per year | None, hosting 400 to 900 EUR per month |
| Customer net prices | B2B catalogs, limits beyond a few thousand rules | Read directly from the ERP | Custom pricing engine |
| Recurring baskets and lists | Via third-party apps | Native | Native, tailored to the trade |
| ERP integration | Connector to build or middleware | Native Dynamics and SAP | Built to measure |
| Realistic timeline | 3 to 4 months | 4 to 5 months | 5 to 6 months |
| Weak point | App dependency | Cost if ERP not supported | Maintenance to budget |
Total cost over 3 years
Launch price is often misleading. You need to add licences, apps, hosting and ongoing development over 36 months.
| 3-year item (EUR) | Shopify Plus B2B | Sana Commerce | Custom |
|---|---|---|---|
| Launch and integration | 30,000 | 60,000 | 105,000 |
| Licences | 72,000 | 90,000 | 0 |
| Apps and middleware | 36,000 | 6,000 | 0 |
| Hosting | Included | 9,000 | 22,000 |
| Maintenance and enhancements | 25,000 | 30,000 | 48,000 |
| Estimated total | 163,000 | 195,000 | 175,000 |
Order of magnitude for 2026, to refine based on your ERP and volume. With Shopify Plus, variable fees may apply above a certain online sales volume: check the commercial proposal. Custom becomes the cheapest from year 4, since there is no licence left to pay.
The 6-month timeline and watch points
A wholesaler project rarely fails on design. It fails on product data quality (incomplete manufacturer sheets, missing photos, empty ETIM attributes) and on stock sync per branch. Plan 6 to 8 weeks just to clean and enrich the catalog.
Recommended phasing: month 1 scoping and data, months 2 to 4 development and ERP integration, month 5 pilot with 50 contractors, month 6 opening to all customers with sales rep support, since reps should also earn commission on online orders from their accounts.
Mini case study
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Aoife, head of e-commerce at a Dublin wholesaler (60 million EUR revenue), processes 60,000 orders a year by phone, email and trade counter. A manually keyed order costs about 22 EUR in admin time, against 7 EUR online.
Target: 30% of revenue online, meaning 18,000 orders shifted. Processing savings reach 18,000 x 15 EUR = 270,000 EUR a year, before counting higher basket value from complementary product suggestions. With a 3-year total cost of 175,000 EUR for the custom option, payback comes in under 10 months after launch.
FAQ
Can Shopify Plus handle 35,000 SKUs and customer net prices?
The catalog is not an issue. Net prices work through B2B catalogs, but beyond a few thousand rules per customer, an external engine or ERP sync becomes necessary, budget 10,000 to 20,000 EUR more.
Should we integrate ETIM data?
Yes, contractors filter by technical attributes. ETIM import and mapping cost 5,000 to 12,000 EUR depending on the quality of manufacturer feeds.
How do we stop sales reps from slowing the project?
By crediting them with their customers' online orders and giving them a dashboard. Wholesalers who do this often reach 30% online in 18 months instead of 36.
Can we offer card payment alongside credit accounts?
Yes, 30 or 45-day account terms remain the norm, cards serve new customers. Card fees run around 1.2 to 1.8% per transaction.
Let's scope your project. We compare Shopify Plus, Sana and custom against your ERP, your pricing rules and a 3-year budget, with a 6-month 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.
