The verdict in three sentences
A foodservice disposables wholesaler in Amsterdam serving 1,200 restaurants and still taking 70% of orders by phone ties its inside sales team to note-taking instead of selling. A B2B webshop with customer-specific pricing, repeat orders, 30-day payment terms and ERP integration costs 25,000 to 60,000 EUR excluding VAT as a 2026 order of magnitude, over 3 to 5 months. Product suggestions usually lift the average order value by 10 to 20% among customers who move online.
Must-have features for a foodservice wholesaler
A restaurant owner orders late at night or early in the morning, often from a phone, and reorders 80% of the same items every week. The webshop has to reflect that reality.
| Feature | Restaurant use | Technical requirement | Expected effect |
|---|---|---|---|
| Customer pricing | See negotiated prices and discounts | Price lists synced from the ERP | No price disputes |
| Repeat orders | Reorder the usual list in 2 clicks | Saved lists, scheduled reminder | 40 to 60% of orders online |
| 30-day terms | Order without a card | Credit limit check, block when exceeded | Adoption by existing accounts |
| Card and iDEAL payment | New customers, small venues | Secure payment with 3D Secure | Faster account opening |
| Suggestions | Cups with lids, bags with containers | Related product rules | Average order +10 to 20% |
| Delivery slots | Choose route and time | Routes from the logistics software | Fewer calls to the depot |
| Invoices and statements | Download invoices and statement | Accounting sync | Fewer customer service requests |
Budget and platform options
Three architectures dominate for a catalogue of 2,000 to 5,000 packaging, disposables and hygiene SKUs.
| Option | Budget excl. VAT (2026 order of magnitude) | Timeline | Recurring cost | Weakness |
|---|---|---|---|---|
| Shopify Plus B2B | 15,000 to 35,000 EUR integration | 2 to 4 months | 2,300 EUR a month and up | Limited complex pricing |
| Magento or WooCommerce B2B | 20,000 to 45,000 EUR | 3 to 4 months | 300 to 900 EUR a month | Plugin maintenance |
| Bespoke agency B2B platform | 25,000 to 60,000 EUR | 3 to 5 months | 500 to 1,500 EUR a month | Higher upfront investment |
| Kolonell, medium application | 4M to 7M FCFA (6,100 to 10,670 EUR) | 10 to 16 weeks | Maintenance 75,000 FCFA a month | Catalogue and rules prepared in-house |
| Kolonell, complex application | 7M to 15M+ FCFA (10,670 to 22,870 EUR and more) | 4 to 6 months | Maintenance 120,000 FCFA a month | Multiple connectors to scope |
The ERP connector (Exact, AFAS, Microsoft Dynamics, SAP Business One) often takes 20 to 30% of the budget. It must pull stock, prices and credit balances, and push orders back without rekeying.
Moving customers from phone to web
The tool alone is not enough. Wholesalers who succeed create accounts in advance, send an activation link by SMS, train sales staff to support the 100 largest customers during the first weeks, and keep the phone line for emergencies. A realistic target is moving from 30% to 60% of orders online within 12 months.
Mini case study
Daan, managing director of a foodservice packaging and disposables wholesaler in Amsterdam (illustrative scenario), invoices 1,200 customers for 11.5M EUR of annual revenue. He targets 40% of orders online in year one, or 4.6M EUR of sales. A 12% higher average order on those sales brings 550,000 EUR of extra revenue, about 137,000 EUR of gross margin at 25%. Against a 45,000 EUR project and 12,000 EUR of annual costs, the investment is covered in 5 months, before counting the order-taking hours freed up.
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FAQ
Can the webshop show different prices to each restaurant?
Yes, price lists and discounts are imported from the ERP and applied at login. A customer never sees another customer's prices.
How do 30-day payment terms work online?
The webshop checks each customer's credit limit before confirming the order. Above the limit, it offers card or iDEAL payment, or holds the order for approval.
How long does launch take?
Allow 3 to 5 months with full ERP integration. A first version with catalogue, customer pricing and repeat orders can open to pilot customers in 10 to 12 weeks.
Do online orders replace sales staff?
No, they free staff from data entry for prospecting and advice. Wholesalers keep the phone for 30 to 40% of urgent orders.
Does the webshop need to work on mobile?
Yes, more than 60% of foodservice orders are placed on smartphones. The usual list and 2-click reorder come first on the mobile screen.
Let's scope your project. Tell us your number of SKUs, your ERP and the share of orders you want online, and we will price your B2B platform and its schedule. 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.
