The verdict in three sentences
For a janitorial supplies distributor still handling 60% of orders by fax and email, a B2B webshop pays back first through lower order entry costs and fewer errors, not through new customers. The 2026 range in Germany is EUR 45,000 to 80,000 net for a platform with customer-specific pricing, reorder lists, buyer approval and ERP stock sync, delivered in 4 months. A realistic target is 40% of orders online in year one, provided the sales team actively moves accounts onto it.
Why fax survives with public and corporate buyers
A Berlin distributor with 3,800 SKUs (paper and wipes, bin liners, detergents, hand hygiene, cleaning machines, PPE) serves 2,200 accounts: building cleaning contractors, districts and public schools, care homes, hospitals, canteens and industrial sites in Brandenburg. Most have negotiated prices, a fixed product list and an internal approval chain. Fax and email stay convenient because a consumer-style shop shows neither their price, their purchase order nor their approver.
On the distributor side, each manual order goes through inside sales: re-keying into the ERP, price check, stock check, a call back when an item is out. That is 12 to 18 minutes per order and about 4% errors (wrong SKU, wrong pack size, outdated price), which lead to disputes and credit notes.
Features that move B2B buyers online
| Feature | What the buyer sees | Expected impact |
|---|---|---|
| Customer-specific pricing | Own net price, discounts by product family | End of price disputes |
| Saved lists and recurring orders | Monthly basket in one click | 50 to 70% of reorders online |
| Buyer approval workflow | Requester, approver, limit per site | Adoption by public bodies and groups |
| ERP-synced stock | Real availability and restock date | Fewer calls to inside sales |
| Purchase on account, 30 days | No card required | Essential for 90% of accounts |
| Invoices and delivery notes online | Downloadable history | Fewer duplicate requests |
| Multi-site delivery addresses | Each facility orders separately | Fits care home groups and contractors |
Purchase on account with 30-day terms is the default in German B2B. For public customers, the platform must carry the order reference and send invoices as XRechnung. Germany's e-invoicing rollout, with mandatory receipt since January 2025 and mandatory issuing phased in for 2027 and 2028, is a good moment to connect order, delivery and invoice in one flow.
What a B2B webshop costs in 2026: options compared
| Option | Setup cost (2026 range) | Annual cost | Lead time | Weak point |
|---|---|---|---|---|
| B2B plugin on Shopware or WooCommerce | EUR 15,000 to 30,000 | EUR 4,000 to 8,000 | 2 to 3 months | Limited pricing rules and approvals |
| Shopify Plus with B2B features | EUR 20,000 to 40,000 | EUR 27,000+ subscription | 3 months | Recurring cost, ERP via connector |
| Specialist B2B vendor (Sana, OroCommerce) | EUR 45,000 to 90,000 | EUR 18,000 to 45,000 | 4 to 6 months | High licence for 2,200 accounts |
| Custom platform tied to the ERP | EUR 45,000 to 80,000 | EUR 8,000 to 15,000 | 4 months | Needs a precise specification |
| ERP vendor ordering portal | EUR 10,000 to 25,000 | Per ERP licence | 2 months | Poor usability, weak adoption |
The EUR 45,000 to 80,000 range for a custom build depends on the ERP connector (SAP Business One, Microsoft Dynamics, weclapp or in-house), the number of pricing rules and the state of product data. With 3,800 SKUs, product content (photos, safety data sheets in German, pack sizes) often takes 15 to 20% of the budget. Figures exclude 19% VAT. To scope it, see our e-commerce page.
Mini case study
Katrin, sales director at the Berlin distributor, counts about 22,000 orders a year, 13,200 of them by fax and email. A manual order takes 15 minutes of inside sales at EUR 38 per loaded hour, so EUR 9.50, and 4% create a dispute costing EUR 70 on average (pickup, credit note, freight).
Target: 40% of orders online, or 8,800 orders. Entry savings: 8,800 × 9.50 = EUR 83,600. Disputes avoided: 8,800 × 4% × 70 = EUR 24,640. Annual gain: EUR 108,240.
Need a professional website?
Kolonell builds websites that attract clients, optimized for the Sénégalese market. Free quote in 2 minutes.
Investment: EUR 65,000 setup and EUR 12,000 a year. Payback in about 8 months after launch, before counting the basket uplift from related product suggestions, often measured at 5 to 10%.
FAQ
Should public prices be shown?
No, most distributors restrict priced catalogues to logged-in accounts. Anonymous visitors see products and request an account, which protects the 2,200 negotiated price lists.
How do we convince fax-loyal customers?
Sales reps build saved lists for the top 200 accounts before launch and walk them through the first order. This approach often reaches 25% online orders by month three.
What if the ERP goes down?
The platform queues orders and pushes them once the ERP is back. Displayed stock refreshes every 5 to 15 minutes depending on the connector.
Does purchase on account add bad debt risk?
The risk stays the one you carry today. The platform applies each account's credit limit and blocks orders above it, with an alert to the sales rep.
How long does a full project take?
About 4 months: 1 month of scoping and data migration, 2 months of build and ERP connection, 1 month of pilot with 30 to 50 accounts.
Let's scope your project. We define with you the pricing rules, the ERP connector and a customer pilot over four 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.
