The verdict in three sentences
For a multi-brand agricultural dealer around Toulouse, a B2B parts webshop makes sense as soon as the counter handles more than 80 orders a day and customers call to check a reference or stock. A serious project, with serial number search and exploded views, multi-depot stock and customer pricing, costs EUR 25,000 to 60,000 excl. VAT. Manufacturer portals remain useful, but only your own shop covers all your brands, your discounts and your garage customers.
What the farmer needs at 7 a.m.
A grain farmer in the Lauragais who breaks a combine belt in July wants three answers in under a minute: the right reference for his machine, availability at the nearest depot and the price he will actually pay. A rural garage also wants its discounts and a monthly invoice.
The decisive features are therefore search by serial number or model, navigation through exploded views (diagrams with clickable callouts), cross-references between OEM and aftermarket parts, and stock display by depot with branch pickup within 2 hours.
| Module | Business value | Indicative 2026 budget |
|---|---|---|
| Search by serial number, model and reference | No more wrong parts, fewer calls | EUR 5,000 to 12,000 excl. VAT |
| Interactive exploded views and cross-references | Garage customer autonomy | EUR 6,000 to 15,000 excl. VAT |
| Real-time multi-depot stock | Branch pickup and selling on actual stock | EUR 4,000 to 10,000 excl. VAT |
| Prices and discounts per customer or customer group | Farmer, garage, cooperative pricing respected | EUR 3,000 to 8,000 excl. VAT |
| Dealer DMS / ERP connector | Synced orders and invoices | EUR 5,000 to 12,000 excl. VAT |
| Card, transfer, 30-day account payment | Collection suited to each profile | EUR 2,000 to 5,000 excl. VAT |
A EUR 25,000 excl. VAT base covers search, stock and customer pricing on an imported catalogue; EUR 60,000 excl. VAT includes exploded views for several brands and a full DMS connector. Importing and cleaning catalogue data often accounts for 20 to 30% of the effort.
Manufacturer platform or your own shop
| Criterion | Manufacturer parts portal | General agricultural parts marketplace | Dealer's own B2B webshop |
|---|---|---|---|
| Entry cost | Included in dealer contract | EUR 0 to 2,000 | EUR 25,000 to 60,000 excl. VAT |
| Commission or fees | None, but margin constrained | 8 to 15% per sale | 0%, hosting EUR 200 to 500 a month |
| Brands covered | One only | Several, partial catalogue | All your brands and aftermarket |
| Customer pricing (garage, cooperative) | Limited | No | Yes, complete |
| Customer data ownership | Manufacturer | Marketplace | Dealer |
| Own multi-depot stock | Partial | No | Yes |
| Branch pickup | Sometimes | Rare | Yes, within 2 hours |
The right strategy often combines both: the manufacturer portal for warranty parts and exclusive references, your own shop for everything else, aftermarket parts and garage customers.
Project economics
| Indicator | Before webshop | At 12 months |
|---|---|---|
| Parts orders per month | 2,200 | 2,500 |
| Share placed online | 0% | 35% |
| Average online basket | Not applicable | EUR 180 (farmers) to EUR 600 (garages) |
| Counter time per order | 8 minutes | 3 minutes for online orders |
| Reference errors | 5% | 1.5% |
| Additional parts revenue | Base | +6 to +12% |
These figures are 2026 orders of magnitude for a dealership with 3 to 5 depots in Occitanie.
Mini case study
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Thomas, after-sales director of a multi-brand dealership with four depots around Toulouse, generates EUR 4.8 million in parts revenue at a 28% margin. He invests EUR 48,000 excl. VAT in a B2B webshop with exploded views and a DMS connector. At 12 months, 35% of the 2,500 monthly orders go online, i.e. 875 orders each saving 5 minutes of counter time: about 73 hours a month, redeployed to advice. Parts revenue grows 8%, i.e. EUR 384,000 and EUR 107,500 of additional gross margin per year. The investment pays back in under six months.
FAQ
Do we need to digitise every exploded view for every brand?
No. Start with the 3 brands and 200 models that make up 80% of sales, often available through manufacturer feeds. Allow EUR 6,000 to 15,000 excl. VAT for this component.
How do we handle different prices for farmers, garages and cooperatives?
Each account belongs to a price group synced with the DMS. Discounts of 10 to 35% apply automatically after login.
Is the displayed stock reliable?
Yes, if the connector syncs with the DMS at least every 15 minutes. A safety buffer of 1 to 2 units prevents selling a part that has just left over the counter.
Can we sell to private buyers too?
Yes, with a public flow at prices incl. VAT and a logged-in professional flow. Private buyers rarely exceed 10% of parts revenue.
How long to go live?
Allow 12 to 20 weeks, including 4 to 6 weeks dedicated to catalogue data quality.
Let's scope your project. We price your agricultural parts B2B webshop, serial number search, multi-depot stock and customer pricing included, in a EUR 25,000 to 60,000 excl. VAT range with go-live in 12 to 20 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.
