The verdict in three sentences
A B2B e-commerce platform for a foodservice supplies distributor costs 30,000 to 75,000 EUR excl. VAT and is delivered in 4 months. It shows each restaurant its negotiated prices, offers its usual order list for quick ordering and accepts 30-day terms or SEPA direct debit, all synced with the ERP. Order processing cost falls from about 9 EUR to 2 EUR, and the average basket grows 8 to 12% thanks to suggestions.
What phone ordering costs
The sales director sees phone sales staff swamped between 9 and 11 am, when chefs order after the morning stock count. Entry errors generate credit notes, and field reps spend part of their visits taking orders instead of selling new ranges.
| Metric (1,800 foodservice customers, 90,000 orders a year) | Before (70% phone) | After (70% online) |
|---|---|---|
| Processing cost of a phone order | 9 EUR | 9 EUR |
| Processing cost of an online order | 2 EUR | 2 EUR |
| Total annual processing cost | 621,000 EUR | 315,000 EUR |
| Average basket | 380 EUR | 415 EUR |
| Entry error rate (credit notes) | 2.5% of lines | 0.4% of lines |
| Order cut-off for next-day delivery | 11 am | 10 pm |
| Phone sales staff needed | 9 FTE | 4 FTE (redeployed to follow-ups) |
2026 order of magnitude. The processing saving, about 300,000 EUR a year, funds the project on its own. The cut-off moved to 10 pm matters just as much: a restaurateur ordering in the evening after service no longer turns to a competitor.
Essential B2B features and their cost
A consumer e-commerce site does not fit: it shows a single price, requires card payment and ignores negotiated terms. Foodservice B2B needs specific features.
| Feature | Use on the restaurant side | 2026 cost excl. VAT |
|---|---|---|
| Catalogue and per-customer pricing | Negotiated prices, family discounts, free delivery threshold | 6,000 to 14,000 EUR |
| Quick order and usual list | Reorder in 2 minutes from history | 3,000 to 7,000 EUR |
| Multi-user accounts | Chef, sous-chef, manager with spending limits | 2,500 to 6,000 EUR |
| 30-day terms, SEPA, card | Authorised credit line, blocked if exceeded | 4,000 to 9,000 EUR |
| ERP connector (stock, prices, invoices) | Real availability, downloadable invoices | 8,000 to 20,000 EUR |
| Delivery slots and routes | Slot choice by zone across Lyon and surroundings | 3,000 to 8,000 EUR |
| Mobile app or PWA | Order from the kitchen, barcode scanning | 3,500 to 11,000 EUR |
Recurring costs: hosting and maintenance 500 to 1,200 EUR a month, and 0.2 to 0.4% per SEPA debit depending on your bank, far below the 1.2 to 1.8% of a business card.
Moving customers online successfully
The platform is useless if restaurateurs keep calling. Distributors reaching 60 to 70% online orders within a year use three levers: reps create the account with the customer during the visit and prefill their usual list, the extended 10 pm cut-off is reserved for the online channel, and a 1% discount over the first 3 months rewards the change of habit. Phone sales staff then become follow-up agents, calling customers whose order frequency drops.
Mini case study
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Sophie, sales director of a foodservice supplies distributor in Lyon, invests 58,000 EUR excl. VAT in the platform and 10,000 EUR a year in maintenance. After 12 months, 60% of the 90,000 orders go online: 54,000 orders at 7 EUR saved make 378,000 EUR of avoided processing cost, of which she cautiously counts only half, 189,000 EUR, since part of the team is redeployed rather than reduced. The average basket gains 35 EUR on online orders, or 1.9 M EUR of extra revenue at a 25% gross margin. The project pays back in under 4 months after switchover.
FAQ
How much does a B2B e-commerce platform cost for a foodservice distributor?
Between 30,000 and 75,000 EUR excl. VAT depending on pricing complexity and the ERP connector. Then budget 500 to 1,200 EUR a month for hosting and maintenance.
Can each restaurant see different prices?
Yes, that is the basis of B2B: each account sees its negotiated prices, family discounts and free delivery threshold. Price lists come from the ERP, with no double entry.
How are 30-day terms handled?
The customer orders against an authorised credit line and receives an invoice payable at 30 days, by transfer or SEPA debit. The platform blocks the order if the balance exceeds the limit set by accounting.
Which ERPs can be connected?
Common distribution ERPs (Sage X3, Cegid, Divalto, Microsoft Dynamics, SAP Business One) offer usable APIs or exports. The connector costs 8,000 to 20,000 EUR depending on API quality.
How quickly do customers move online?
Expect 30 to 40% of orders online at 3 months and 60 to 70% at 12 months, if reps support account creation.
Let's scope your project. Tell us your number of customers, your ERP and your payment terms: we price your B2B platform between 30,000 and 75,000 EUR excl. VAT, live in 4 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.
