The verdict in three sentences
For a HoReCa supplies distributor with 5,800 SKUs and 2,300 restaurant customers, a custom B2B e-commerce platform costs £50,000 to £100,000 in London in 2026, depending on how deep the ERP integration goes. The two features that pay for the project are recurring order lists (the chef reorders their usual 40 products in 2 minutes) and per-venue pricing displayed automatically. With an 18% lift in average order value and far fewer inbound calls, payback is measured in months, not years.
What HoReCa B2B e-commerce costs in London in 2026
London's hospitality market is huge: more than 20,000 restaurants, pubs and hotels across the Greater London area, high staff turnover and chefs who order late at night after service. A B2B site has to work without a sales rep on the line. Here are the budget lines, 2026 order of magnitude:
| Item | Range | Comment |
|---|---|---|
| Discovery, workshops, mobile UX mockups | £6,000 to £11,000 | Head chef and group buyer journeys |
| 5,800-SKU catalogue, product pages, filters | £8,000 to £15,000 | PIM or spreadsheet import, pack sizes, units of sale |
| Multi-venue customer accounts | £7,000 to £12,000 | One group, several delivery addresses, several buyers |
| Per-venue pricing and discounts | £7,500 to £14,000 | Negotiated price lists, net prices, free delivery thresholds |
| Recurring order lists | £5,000 to £10,000 | Favourites, one-click reorder, automatic reminders |
| 30-day terms, credit limits and card | £5,000 to £12,000 | Credit limit, Direct Debit, card for new accounts |
| ERP connector (stock, orders, invoices) | £8,500 to £20,000 | Sage, Microsoft Dynamics or distribution ERP |
| Testing, training, go-live | £3,000 to £6,000 | Pilot with 20 customers |
The total ranges from £50,000 for a solid version exporting orders to the ERP to £100,000 for real-time sync of stock, credit balances and invoices. Then budget £700 to £1,600 a month for hosting, maintenance and minor improvements.
Features that raise average order value
The 18% lift does not come from design. It comes from specific mechanics a phone call cannot offer: the chef sees their usual items, plus related products and seasonal promotions.
| Feature | Measured effect (2026 order of magnitude) | Indicative cost |
|---|---|---|
| Recurring order list | Ordering time cut by 4, from 8 to 2 minutes | £5,000 to £10,000 |
| "Frequently ordered with" suggestions | +6 to 9% lines per order | £4,000 to £7,500 |
| Free delivery threshold shown in basket | +4 to 6% average order value | £1,300 to £2,500 |
| Segment promotions (pub, fine dining, contract catering) | +3 to 5% on pushed categories | £3,500 to £6,000 |
| Night ordering with next-day delivery | 25 to 35% of orders placed after 10 pm | Included in the core build |
| Automatic reminder when the weekly order is missing | -12% orders lost to competitors | £2,500 to £4,000 |
30-day terms remain the HoReCa standard. The site must show available credit, block cleanly above the limit and offer card payment to release an urgent order. New accounts pay by card for their first three orders while creditworthiness is checked.
Timeline and project organisation
A realistic timeline is 4 months: 3 weeks of discovery, 10 weeks of development and ERP integration, 3 weeks of pilot with around twenty restaurants. The critical point is data quality: units of sale (case, pack, unit), photos and price lists. A distributor that cleans its catalogue before launch easily saves 3 to 4 weeks.
Mini case study
James, sales director of a HoReCa supplies distributor in London, runs a £12m turnover business. 70% of orders arrive by phone and 4 sales assistants spend most of their day on them. He invests £82,000 in B2B e-commerce.
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After 9 months, 55% of orders go through the site. Web average order value rises by 18% on that share, so roughly 0.55 × £12m × 18% × 28% gross margin ≈ £333,000 extra margin over a full year if the lift holds (high estimate, to be weighted). Even taking a third of that effect, about £111,000, plus the time freed for 2 assistants moved to prospecting, the project pays back in under 9 months.
FAQ
How much does HoReCa B2B e-commerce cost in London in 2026?
Budget £50,000 to £100,000 for a site with customer accounts, per-venue pricing, recurring lists and 30-day terms. Maintenance then runs £700 to £1,600 a month.
Should we use Shopify B2B or go custom?
Shopify Plus B2B starts around $2,300 a month and struggles with the complex price lists of 2,300 customers. Beyond 1,000 negotiated price lists, custom build or an open-source base such as Medusa is often cheaper over 3 years.
How do 30-day terms work online?
The site reads the credit balance from the ERP and allows orders up to the limit. Above it, it offers card payment or Direct Debit, which removes 80 to 90% of manual holds.
Will chefs really order online?
With a mobile recurring list, 40 to 60% of customers switch within the first 6 months. The rest convert when reps demo the tool during visits.
How long before go-live?
Four months on average, including a 3-week pilot. A poorly structured catalogue can add 3 to 4 weeks.
Let's scope your project. Send us your SKU count, customer count and ERP: we will price a HoReCa B2B platform between £50,000 and £100,000 with a 4-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.