The verdict in three sentences
For a hotel supplies distributor in Lomé, a B2B webshop costs 8 to 20 million FCFA excluding tax (about EUR 12,200 to 30,500) depending on integration depth, for a 1,500-SKU catalogue and an average basket of 450,000 FCFA (about EUR 690). Its value lies in three features a consumer webshop does not handle: customer-specific negotiated prices, one-click repeat orders and invoice payment with a credit limit. Done well, it cuts WhatsApp orders to re-key by about 40% and lifts the basket of regular customers. A HoReCa wholesaler in Europe needs the same features, with a typical local build budget of EUR 30,000 to 80,000.
What a B2B webshop must do beyond a standard e-commerce site
An 80-room hotel does not order like a consumer. Its purchasing manager or executive housekeeper reorders the same amenities, linen and tableware every month, at a negotiated price and often on payment terms. A restaurant places smaller but more frequent orders. A hotel opening generates a 15 to 40 million FCFA quote that a sales rep must approve before any order.
| Module | 2026 range (FCFA excl. tax) | Indicative lead time |
|---|---|---|
| 1,500-SKU catalogue, variants, spec sheets, Excel import | 1.5 to 3 million | 3 weeks |
| B2B customer accounts, price lists and discounts per customer | 1.5 to 3.5 million | 3 weeks |
| Repeat orders and replenishment lists | 1 to 2.5 million | 2 weeks |
| Large online quotes with sales approval | 1 to 3 million | 2 weeks |
| Pay-now and invoice payment with credit limit | 1.5 to 3.5 million | 2 to 3 weeks |
| Stock and back-office software connection | 1 to 3 million | 2 weeks |
| Sales rep app and WhatsApp notifications | 0.5 to 1.5 million | 1 to 2 weeks |
| Total project | 8 to 20 million (EUR 12,200 to 30,500) | 10 to 16 weeks |
The low end covers a shop with prices per customer category and order export to your software. The high end covers net prices per customer, real-time stock sync and multi-lot quotes for hotel openings. Maintenance and hosting cost 150,000 to 400,000 FCFA a month (EUR 230 to 610).
Pay now or on invoice: options in Togo in 2026
Payment is what makes customers adopt or reject the shop. Small restaurants happily pay by mobile money, while chain hotels require an invoice and a 30-day bank transfer.
| Payment method | Indicative 2026 fee | Settlement | Typical use |
|---|---|---|---|
| Flooz (Moov Africa) via an aggregator | 1.5 to 2.5% | Instant | Restaurants, orders under 300,000 FCFA |
| Mixx by Yas (formerly T-Money) via an aggregator | 1.5 to 2.5% | Instant | Restaurants, small hotels |
| Visa or Mastercard via a local aggregator | 2.5 to 3% | 24 to 72 h | Foreign customers, hotel groups |
| Bank transfer at order | Fixed bank charges, no commission | 1 to 3 days | Hotel openings, large quotes |
| 30-day invoice with credit limit | No commission | 30 to 45 days | Regular customers, chain hotels |
With fees of 1 to 3%, paying a 450,000 FCFA basket online costs 4,500 to 13,500 FCFA. Many distributors restrict mobile money to orders under 300,000 FCFA and automatically route larger amounts to transfer or invoice. Also check transaction limits with each operator. In Europe, the equivalent mix is card, SEPA transfer and invoice terms, with card fees of 1.5 to 2.9%.
Results to expect after 6 months
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| Indicator | Before the webshop | Realistic 6-month target |
|---|---|---|
| Share of orders received via WhatsApp | 65 to 75% | 35 to 45% |
| Entry time per order | 20 to 30 minutes | Under 5 minutes |
| SKU or quantity errors | 3 to 5% of orders | Under 1.5% |
| Time to send a hotel opening quote | 3 to 5 days | 24 to 48 h |
| Regular customers' average basket | 450,000 FCFA | 470,000 to 490,000 FCFA |
Mini case study
Ayélé is sales director at a hotel supplies distributor in Lomé: 220 orders a month, an average basket of 450,000 FCFA, i.e. 99 million FCFA of monthly revenue at a 25% gross margin. With replenishment lists, regular customers' baskets grow by 5%: 4.95 million FCFA of extra sales a month, hence 14.85 million FCFA of extra margin a year (about EUR 22,600).
Order errors fall from 3% to 1.5%, at an average cost of 60,000 FCFA per error (return, credit note, transport): 2.4 million FCFA saved a year. For a 12 million FCFA project and maintenance of 250,000 FCFA a month, the net gain reaches 14.25 million FCFA a year and payback comes in about 10 months. On top of that, 62 fewer WhatsApp orders to re-key each month free up 26 hours for prospecting.
FAQ
Can each hotel see its own prices? Yes, each customer account displays its price list or negotiated net prices, and public prices stay hidden from logged-out visitors. Creating a new customer takes the sales team less than 5 minutes.
How do we avoid unpaid invoices? Each customer has a configured credit limit, for example 3 million FCFA, above which the order requires immediate payment. The dashboard flags invoices overdue by more than 30 days.
Should we drop WhatsApp? No, the shop sends order confirmations and delivery tracking via WhatsApp, and reps can share a prefilled cart link. The goal is to cut re-keying by about 40%, not to close the channel.
Can we also sell to Benin or Burkina Faso? Yes, the shop manages several delivery zones with their own fees and lead times, in FCFA. Allow 1 to 2 million FCFA more for transport rules and export documents.
How long does it take to put 1,500 SKUs online? About 3 weeks if you have a clean Excel file and photos. Without usable photos, plan a 2 to 3 day shoot, around 600,000 to 1,200,000 FCFA (EUR 900 to 1,800).
Let's scope your project. Send us your catalogue, price lists and payment methods: we will price a B2B webshop between 8 and 20 million FCFA, live in 10 to 16 weeks. 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.
