The verdict in three sentences
For a beverage distributor running 40 trucks to 900 outlets, a custom route planning application costs 250,000 to 500,000 MAD excl. VAT in 2026 (about 25,000 to 50,000 USD, or 23,000 to 46,000 EUR) when built by a Casablanca team, driver app and GPS tracking included, a fraction of typical Dubai agency rates for the same scope. The expected gain, as a ballpark, is a 12 to 18% reduction in distance driven and one fewer route per day, which pays back the project in under a year. Running costs stay modest: the Google Routes API is billed at 0.005 to 0.01 USD per request depending on options.
What a route planning app does in 2026
Most distributors in Morocco and much of the Gulf still plan routes in Excel, based on drivers' habits. The outcome is familiar: trucks loaded to 70%, returns to the depot at rush hour, customers served outside their time window and disputes over quantities. A well-designed app handles these issues in four building blocks.
| Building block | Function | Measured gain (ballpark) |
|---|---|---|
| Route optimization | Itineraries based on time windows, truck capacity, weight and volume | -12 to -18% distance |
| Driver app | Ordered stop list, navigation, customer instructions | -25% calls between drivers and dispatch |
| Proof of delivery | Photo, signature, delivery note scan, timestamped geolocation | -60% disputes over delivered quantities |
| Real-time GPS tracking | Truck positions, ETA sent to the customer by SMS or WhatsApp | -30% "where is my delivery?" calls |
| Returns management | Empty crates, unsold goods, deposit returns | Reliable deposit stock |
| Dashboard | Load factor, on-time deliveries, cost per outlet | Weekly steering |
The key figure for a logistics director is cost per delivered outlet. It often sits between 45 and 70 MAD (about 4.5 to 7 USD) for a beverage distributor in Casablanca, and that is what the tool must push down.
2026 pricing: custom build or off-the-shelf software
There are solid SaaS route planning tools. They become limiting as soon as you need to handle deposits, customer-specific pricing, ERP integration (Sage, Odoo, SAP Business One) or rules specific to traditional trade (grocery stores, cafés, hotels).
| Option | Upfront cost excl. VAT | Recurring cost | Main limitation |
|---|---|---|---|
| International route planning SaaS | 0 to 30,000 MAD setup | 300 to 600 MAD per truck per month | Poor handling of deposits and ERP |
| SaaS + custom integrations | 80,000 to 150,000 MAD | 300 to 600 MAD per truck per month | Vendor lock-in |
| Custom app V1 | 250,000 to 350,000 MAD | Hosting and API: 4,000 to 8,000 MAD per month | 3 to 4 month lead time |
| Full custom app | 350,000 to 500,000 MAD | 6,000 to 12,000 MAD per month | 5 to 6 month lead time |
| Google Routes API | None | 0.005 to 0.01 USD per request | Varies with volume |
| Ongoing maintenance | None | 8,000 to 15,000 MAD per month | Budget it from day one |
For 40 trucks, a SaaS at 450 MAD per truck costs 216,000 MAD a year, before integrations. Over three years, custom becomes competitive as soon as the tool touches invoicing, deposits and ERP data.
Technical points to scope before the quote
The first issue is address quality. In Casablanca, as in parts of Dubai, many outlets have no usable street address: each customer must be geocoded once, ideally by the driver on the first delivery, then the GPS coordinates are locked.
The second issue is connectivity. The driver app must work offline in underground car parks and poorly covered areas, then sync proofs of delivery when the network returns. A progressive web app (PWA) is often enough, which avoids paying for two native apps.
The third issue is controlling API calls. Recalculating every route at each event blows up the bill. A sound architecture computes routes the night before, then only recalculates ETAs during the day, about 3,000 requests a day for 40 trucks.
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Mini case study
Youssef, logistics director at a beverage distributor in Casablanca, runs 40 trucks averaging 160 km a day, 300 days a year, or 1,920,000 km. At 4.5 MAD per km (fuel, tyres, servicing), the bill reaches 8,640,000 MAD. A 15% reduction in distance is worth 1,296,000 MAD a year. One fewer route per day frees a truck and a driver, about 1,200 MAD a day and 360,000 MAD a year. Against an app at 420,000 MAD excl. VAT, 90,000 MAD of hosting and API and 144,000 MAD of annual maintenance, payback comes after just over 4 months of operation.
FAQ
How long does deployment take?
Allow 3 to 4 months for a V1 with optimization, driver app and proof of delivery. Then plan a 4 to 6 week pilot on 5 to 10 trucks before full rollout.
Will drivers adopt the tool?
Adoption exceeds 90% when the app cuts their calls and disputes. A 2-hour training per team and one champion per depot are enough in most cases.
Can the tool connect to our ERP?
Yes, integration with Sage, Odoo or SAP Business One usually costs 40,000 to 90,000 MAD depending on the quality of the available APIs.
How much Google API volume should we plan for?
For 40 trucks, about 3,000 requests a day, or 15 to 30 USD a day depending on options. Overnight route computation sharply reduces this volume.
Is drivers' GPS data a legal issue?
In Morocco, Law 09-08 requires a filing with the CNDP and informing employees; in the UAE, the PDPL sets similar duties. Tracking should be limited to working hours, which is easy to configure.
Let's scope your project. A route planning app with driver app, proof of delivery and GPS tracking, indicative budget of 250,000 to 500,000 MAD excl. VAT, V1 in 3 to 4 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.
