The verdict in three sentences
A produce wholesaler still taking 2,200 orders a week by phone between 10 pm and 4 am pays a night team to do data entry, with quantity errors that are expensive on fresh goods. A B2B e-commerce platform at EUR 30,000 to 80,000 lets 1,200 restaurants order from their phones after service, with their negotiated prices and credit limits. Results observed in 2026: average basket up 18%, picking errors divided by three and 3 phone operators moved to prospecting.
Why the phone no longer works
The chef orders after service, often around 11 pm, from the kitchen. They dictate from memory, forget half of the usual list and see neither new arrivals nor promotions. On the wholesaler side, three operators key orders into the ERP in real time, with a peak between 11 pm and 1 am where waiting time exceeds 6 minutes.
| Indicator | Phone ordering | B2B platform (after 6 months) |
|---|---|---|
| Average time per order | 4 min 30 of data entry | 1 min 40 for the client, 0 for the wholesaler |
| Quantity or product errors | 3.5% of lines | 1.1% of lines |
| Average basket | EUR 280 | EUR 330 (+18%) |
| Lines per order | 11 | 14 |
| Share of orders after midnight | 35% | 55% |
| Night operators | 3 | 0 on data entry, 3 on sales and customer service |
The basket increase comes from three simple mechanisms: the pre-filled usual list, the day's arrivals highlighted (asparagus, Kent strawberries, mushrooms) and "often ordered with" suggestions.
Must-have features and their price
A consumer webshop does not fit. Food B2B needs trade-specific features, and that is where the gap between EUR 30,000 and 80,000 is decided.
| Feature | Why it is critical | 2026 budget excl. tax (estimate) |
|---|---|---|
| Customer accounts and price lists | Each restaurant has negotiated prices | EUR 5,000 to 10,000 |
| Credit limit and automatic hold | Credit ceiling per client, alert to sales rep | EUR 3,000 to 6,000 |
| Recurring orders and favourite lists | The chef confirms the usual order in 2 taps | EUR 4,000 to 8,000 |
| Daily prices and stock | Price list updated from the ERP at 8 pm | EUR 5,000 to 15,000 |
| Multiple selling units | Case, kilo, piece, tray | EUR 2,000 to 5,000 |
| Cut-off time and delivery slots | Closing at 4 am, rounds by zone | EUR 3,000 to 8,000 |
| Mobile app (PWA) | 80% of orders come from phones | EUR 6,000 to 15,000 |
| Two-way ERP connector | Orders, invoices, credit notes | EUR 2,000 to 13,000 |
| Total | EUR 30,000 to 80,000 |
Running costs are EUR 400 to 900 per month (hosting, maintenance, updates). The project rolls out in 4 to 7 months, opening to 100 pilot clients in month three. Payment stays on 30-day invoice terms, with a direct debit option for new clients.
Mini case study
Julien, sales director of a 45-employee wholesaler at New Covent Garden Market in London, serves 1,200 restaurants. After 6 months, half of the 2,200 weekly orders go through the platform. Those 1,100 orders gain EUR 50 of basket on average, or EUR 55,000 of additional revenue per week, about EUR 2.6 million over 48 trading weeks.
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At a 20% gross margin, that is close to EUR 520,000 of extra margin per year. The 3 night operators, about EUR 115,000 of annual loaded cost, move to prospecting new restaurants and customer service. With an EUR 60,000 project, the investment is covered in under two months of additional margin, even counting only half of that gain to stay prudent.
FAQ
Will restaurants really order online?
Yes if ordering takes under 2 minutes on a phone. In the projects we follow, 40 to 60% of clients switch within 6 months, provided a phone line stays open for emergencies and older clients.
How do we handle prices that change daily?
The price list is imported from the ERP every evening around 8 pm, before ordering opens. A price can be locked at order time or recalculated at weighing for per-kilo products.
What happens if a client exceeds their credit limit?
The order is put on hold and the sales rep gets an alert. The client can pay immediately by card or transfer to release it, which cuts bad debt by 20 to 30% as an estimate.
Can we keep our current ERP?
Yes in the vast majority of cases. The connector exchanges orders, items, prices and invoices, costing EUR 2,000 to 13,000 depending on whether the ERP has an API or only file exports.
Let's scope your project. We scope your B2B platform from your client count, price list and ERP, with an indicative budget of EUR 30,000 to 80,000 and 100 pilot clients within 3 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.
