The verdict in three sentences
For a tableware wholesaler with 8,000 SKUs and 2,500 accounts, the five-year total cost of ownership lands around 240,000 to 350,000 EUR whichever option is chosen, the gap coming from licences and the ERP. Sana Commerce is the logical pick if the business already runs Microsoft Dynamics or SAP, Shopify Plus suits a wholesaler that also sells to consumers and can live with simpler pricing rules, and a custom build wins when hospitality terms are too specific. Before comparing quotes, count your pricing rules: that number decides between the three.
The three options and their upfront cost
Our reference is a Paris wholesaler supplying hotels, restaurants, caterers and gift shops, but the logic applies to any European or North American distributor. Plates ship in cases of 6, glasses in 24, cutlery in full sets, with prices varying by account and volume. Each platform handles this differently.
| Criterion | Shopify Plus | Sana Commerce | Custom build |
|---|---|---|---|
| Licence | From 2,300 USD a month, about 25,000 EUR a year | 30,000 to 60,000 EUR a year | None |
| Implementation | 30,000 to 80,000 EUR | 40,000 to 100,000 EUR | 60,000 to 150,000 EUR |
| ERP connection | Connector or middleware, 10,000 to 25,000 EUR | Native with Dynamics and SAP | Built for your ERP |
| Time to launch | 3 to 5 months | 4 to 6 months | 6 to 9 months |
| Hosting | Included | Included as SaaS | 3,000 to 8,000 EUR a year |
| Transaction fees | 0.15 to 0.3 % without Shopify Payments | None | Payment provider fees only |
| Lock-in | App ecosystem | Microsoft or SAP ERP required | Vendor maintaining the code |
These are 2026 market ranges excluding VAT. Shopify Plus pricing depends on contract length and can switch to a percentage of volume for the largest merchants.
Five-year total cost
The licence price is misleading on its own: add implementation, subscriptions, apps, maintenance and enhancements over the platform's life.
| Five-year item (EUR) | Shopify Plus | Sana Commerce | Custom build |
|---|---|---|---|
| Implementation | 50,000 | 70,000 | 100,000 |
| Licences | 126,000 | 225,000 | 0 |
| Apps and ERP connector | 60,000 | 0 | 0 |
| Hosting | 0 | 0 | 25,000 |
| Maintenance and support | 40,000 | 30,000 | 65,000 |
| Feature enhancements | 25,000 | 25,000 | 50,000 |
| Five-year total | 301,000 | 350,000 | 240,000 |
| Average per year | 60,200 | 70,000 | 48,000 |
Custom costs more in year one and less afterwards. Sana is the most expensive in absolute terms but removes integration work, which reduces stock and pricing incidents. For wholesalers comfortable with a remote team, Kolonell's complex application tier starts at 10,670 to 22,870+ EUR, with 183 EUR a month of Premium maintenance, the exact scope being set after an audit.
Customer pricing: what each option can do
| Wholesaler need | Shopify Plus | Sana Commerce | Custom build |
|---|---|---|---|
| Price list per account | B2B catalogues per company | Read directly from the ERP | Unrestricted |
| Quantity breaks | Native, simple rules | Native via ERP | Unrestricted |
| Stacked category and account discounts | Often via third-party app | Native via ERP | Unrestricted |
| Real-time stock per warehouse | Periodic sync | Real time | Depends on ERP |
| Quotes for hotel tenders | Third-party app | Quote module | To be built |
| Net 30 or 60 terms with credit limits | Native B2B payment terms | ERP credit limits | To be built |
| Parallel consumer sales | Excellent | Limited | Possible |
Shopify Plus struggles as soon as discounts stack: hotel net price, plus a porcelain range discount, plus free delivery above 800 EUR. Sana's weakness is the reverse: everything depends on the quality of ERP data.
Mini case study
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Laurent, CEO of a tableware wholesaler in Paris. The company turns over 18 million EUR with 2,500 accounts; 70 % of orders arrive by phone or email and keep 6 people busy in sales administration. The ERP is Microsoft Dynamics 365 Business Central.
The goal is to move 50 % of orders online. Data entry needs drop by about 2 positions, 90,000 EUR a year at 45,000 EUR loaded cost each. With Sana, the average yearly cost is 70,000 EUR: a net gain of 20,000 EUR a year plus reliable stock. With Shopify Plus, 60,200 EUR a year but a connector to monitor: net gain of 29,800 EUR. With custom, 48,000 EUR a year on average: net gain of 42,000 EUR, but a 9-month project instead of 5. Laurent picks Sana for a 100 % trade business with a compatible ERP, accepting to pay for safety.
FAQ
Does Sana Commerce work without a Microsoft or SAP ERP?
No, Sana is built for Microsoft Dynamics and SAP, which is both its main strength and its main limit. A wholesaler on Sage, NetSuite or another ERP should compare Shopify Plus and custom instead.
Can Shopify Plus really handle 2,500 accounts with different prices?
Yes for per-account price lists and quantity breaks, natively through its B2B features. Stacked rules by category and chain often require an app costing 300 to 1,000 EUR a month.
What does migrating 8,000 product records cost?
Allow 5,000 to 15,000 EUR depending on data quality: photos, dimensions, materials, dishwasher compatibility and case sizes. It is the most underestimated item and often delays launch by 4 to 6 weeks.
What happens to existing search rankings?
A 301 redirect plan for every existing URL is essential, at 2,000 to 5,000 EUR. Without it, wholesalers commonly lose 30 to 50 % of organic traffic for several months.
Can we switch platform in five years?
Yes, but migration often costs 40 to 60 % of the original project. Custom code stays your property, which reduces dependence on a vendor.
Let's scope your project. We review your ERP, hospitality pricing rules and catalogue to recommend the right option with a 3 to 9 month 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.
