The verdict in three sentences
To choose between three ecommerce agencies, a Berlin natural soap and cosmetics brand selling to Apotheken, concept stores and consumers should use a 100 point scoring grid, with 25 points reserved for cosmetics regulatory experience: EU cosmetics regulation data on every product page, controlled claims and German legal requirements. A realistic budget is 15,000 to 55,000 EUR (2026 market ballpark) for 10 to 16 weeks, plus 300 to 1,000 EUR a month of maintenance. The cheapest bid rarely scores best, because a retailer portal for pharmacies and compliant product data need real expertise.
What the project must cover
You serve three audiences: consumers buying online after discovering your bars at a Kreuzberg concept store, Apotheken ordering by the carton with minimum order values and their own invoicing needs, and concept stores wanting imagery, product stories and reliable delivery dates. On the regulatory side, your products fall under Regulation (EC) No 1223/2009: the INCI ingredient list should be available before purchase, and claims such as natural or suitable for sensitive skin must meet the common criteria in Regulation (EU) No 655/2013. German specifics add to this: registration with the Central Agency Packaging Register (LUCID) under the Packaging Act before you ship, a complete Impressum, and German language product information. An agency discovering these topics in the pitch will leave the risk with you.
The 100 point scoring grid
| Criterion | Points | How to score |
|---|---|---|
| Cosmetics regulatory experience (INCI, claims, mandatory information) | 25 | Verifiable cosmetics references, structured INCI fields, claims review process |
| Retailer portal for Apotheken and stores (net prices, minimums, reorders) | 20 | Live demo of a pharmacy account with a minimum order value |
| Visual quality and product pages | 15 | Example pages with textures, usage, readable INCI on mobile |
| Three year total cost (build and maintenance) | 15 | Highest score for the lowest total among compliant bids |
| Timeline and method | 10 | Week by week plan over 10 to 16 weeks with sign off gates |
| Ownership and exit | 10 | Code, content and accounts in your name, handover within 7 days |
| Maintenance and support | 5 | Written response times, backups, incident reporting |
| Total | 100 | Suggested eligibility threshold: 70 points |
Score each criterion during or right after the meeting, with two people, then average the results. Keep scoring and negotiation separate: score first, then negotiate with the leader.
Red flags in agency pitches
| Red flag | What it reveals | Question to check |
|---|---|---|
| Just send us the INCI lists as PDFs | No structured field, unreadable on mobile | Where exactly does INCI appear on a product page? |
| No cosmetics or health references | Regulatory risk sits with you | Can you show a live cosmetics product page you built? |
| Retailer portal possible later | B2B module not priced, extra cost ahead | What is the exact cost of a pharmacy account with a minimum? |
| Domain and hosting in the agency's name | Strong lock in | Who owns the domain and accounts? |
| No maintenance price in the quote | Hidden cost after launch | How much per month, for which response time? |
| Full scope promised in 4 weeks | Underestimation or a generic template | What is the week by week plan? |
| SEO product copy without claims review | Possible non compliant claims | Who reviews claims before publishing? |
As a nearshore reference, Kolonell's prices are public: Premium ecommerce site at 3,050 to 5,340 EUR (2,000,000 to 3,500,000 FCFA), customer account area at 230 EUR, extra language at 110 EUR per language, maintenance from 53 to 183 EUR a month. Kolonell is one option among others and should be scored with the same grid.
Mini case study
Illustrative example, not a real client: Lena, founder of a 12 person natural cosmetics brand in Berlin, receives three bids. Agency A scores 82 points at 32,000 EUR, agency B 61 points at 18,000 EUR, agency C 75 points at 49,000 EUR. B is out below the 70 point threshold, mainly on cosmetics experience (8 out of 25). Between A and C, A delivers 2.6 points per 1,000 EUR versus 1.5 for C, so Lena picks A with maintenance at 500 EUR a month, 50,000 EUR over 3 years. If the retailer portal lifts Apotheke orders from 30 to 55 a month at 320 EUR each, additional revenue reaches 96,000 EUR a year.
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FAQ
What budget for a natural cosmetics online store in Berlin in 2026?
The 2026 market ballpark is 15,000 to 55,000 EUR depending on the retailer portal and integrations. Maintenance adds 300 to 1,000 EUR a month.
Why give 25 points to cosmetics regulatory experience?
Because INCI lists, claims and mandatory information fall under Regulation (EC) No 1223/2009 and German consumer law. A wrong claim can lead to a competitor warning letter (Abmahnung) and legal costs.
How does a retailer portal for Apotheken work?
The pharmacy logs in, sees net prices, orders by the carton with a minimum, for example 200 EUR, and reorders in 2 clicks. This module often takes 20 to 30% of the budget.
Do we need to register packaging before launching?
Yes, under the German Packaging Act you must register with LUCID and join a dual system before selling packaged goods to consumers. Allow 1 to 2 weeks and check the Central Agency's official guidance.
Should we choose the cheapest bid?
No, the grid first removes bids under 70 points, then compares points per 1,000 EUR. In the example, the cheapest bid is eliminated for weak cosmetics experience.
Let's scope your project. Send us your catalogue, sales channels and indicative budget, and we will answer your grid line by line with a 10 to 16 week 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.
