The verdict in three sentences
A food shipper who waits 48 hours for a quote calls a competitor in the meantime, and that delay is what the website must remove. The 2026 ballpark for a refrigerated haulier in Dublin is 15,000 to 28,000 EUR excl. VAT, of which 5,000 to 10,000 EUR funds a quote engine by zone, pallet count and temperature range. Delivered in 9 to 11 weeks, it should generate 60 to 120 quotes a month and turn them into orders tracked by operations.
What the shipper wants to see first
The logistics manager of a dairy, a meat processor or a ready-meal maker does not read an "Our story" page. They want three answers: do you cover my destination, at which temperature, and how much for 6 pallets tomorrow, including the Dublin to Belfast and ferry routes to the UK and the continent. They then check proof: BRCGS Storage and Distribution or IFS Logistics, ATP certificates for trailers, temperature traceability, on-time delivery rate.
| Site block | Expected content | 2026 market ballpark (EUR excl. VAT) |
|---|---|---|
| Core site, 12 to 18 pages | Chilled, frozen, groupage, full loads | 6,500 to 11,000 |
| Pallet quote engine | Zone, pallets, temperature, date, tail lift | 5,000 to 10,000 |
| Certifications page | BRCGS, IFS Logistics, ATP, HACCP, data loggers | 800 to 2,000 |
| Coverage map | Counties, ferry routes, frequencies | 1,000 to 2,500 |
| Driver recruitment area | Jobs, mobile application | 800 to 1,500 |
| TMS or CRM integration | Push requests to operations | 1,000 to 3,000 |
| Indicative total | Depending on scope | 15,000 to 28,000 |
Building an honest quote engine
The trap is showing a firm price operations cannot hold. The right approach is an indicative price built from a grid by destination zone, a temperature coefficient (chilled, frozen at minus 18 °C, dual temperature) and volume discounts by pallet count. The shipper sees a range instantly and operations confirm within 2 business hours.
The sales director must be able to edit the grid without a developer, because diesel prices and ferry surcharges move every month. An admin screen with spreadsheet import is enough in most cases.
| Quote parameter | Example rule | Effect on indicative price |
|---|---|---|
| Destination zone | Dublin, Leinster, Munster, Northern Ireland, UK | Base of 50 to 180 EUR per pallet |
| Temperature | Chilled 0 to 4 °C, frozen minus 18 °C | Frozen plus 12 to 20% |
| Pallet count | 1 to 26 pallets | Sliding down to minus 30% |
| Lead time | Next day, D+2, fixed date | Express plus 15 to 25% |
| Tail lift or booking slot | Retail DC with slot | Flat 25 to 60 EUR |
| Fuel and ferry surcharge | Monthly index | Automatic adjustment |
Operations, traceability and maintenance
A quote that lands in a shared inbox gets lost. The site must push the request into the TMS or at least a CRM, with visible status: received, confirmed, booked. Shippers also value a link to temperature records for their loads, if your telematics allows it.
Market maintenance for this type of site runs around 130 to 220 EUR a month: security updates, backups, small grid changes. Add a quarterly review of lost quotes to adjust prices in zones where you are too expensive.
One practical point for Irish hauliers: many shippers also export to the UK, so the quote engine should flag post-Brexit customs documents, such as export health certificates for meat and dairy, and add a fixed admin fee per consignment. Showing that fee upfront, often 40 to 90 EUR, avoids disputes at invoicing and positions you as the carrier that understands the paperwork, not only the trailers.
Mini case study
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Aoife, sales director of a refrigerated haulier near Dublin, receives 70 price requests a month by email and phone. Her team spends 40 minutes on average per quote, close to 47 hours a month, and converts only 18% of requests.
After launching a site with a quote engine at 22,000 EUR excl. VAT, she receives 100 requests a month. Handling time drops to 10 minutes each, 17 hours in total, freeing 30 hours. Conversion rises to 25% thanks to the instant answer: 25 orders instead of 13, so 12 more. With average revenue of 1,500 EUR per customer per month, the gain reaches 18,000 EUR monthly. The site pays back in under two months.
FAQ
How much does a refrigerated haulier website cost in 2026?
The ballpark is 15,000 to 28,000 EUR excl. VAT with a quote engine. Without quoting, a solid brochure site sits around 6,500 to 11,000 EUR.
Is the displayed price binding?
No, it is an indicative price confirmed by operations, usually within 2 business hours. That wording must be clear on the result screen.
Can we update the rate grid ourselves?
Yes, a spreadsheet import from the admin area is enough. Plan a monthly update for fuel and ferry surcharges.
What is the timeline?
Plan 9 to 11 weeks, including 2 to 3 weeks to formalise the price grid with operations. That is usually the longest step.
Should we show BRCGS, IFS and ATP certificates?
Yes, food buyers check them before any tender. A dedicated page with expiry dates saves several days of document exchange.
Let's scope your project. We formalise the quote grid and request workflow with your operations team, for a launch in 9 to 11 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.
