The verdict in three sentences
A white-label B2B platform turns a network of 150 resellers into 150 online points of sale, without the manufacturer competing head-on with its partners. The budget sits between 70,000 and 150,000 EUR over 16 to 22 weeks, and most of the complexity lives in three engines: per-account pricing, direct shipping and automatic commission calculation. Done well, a single codebase serves every store, keeping maintenance under 2,000 EUR a month.
How the model works
The reseller (beauty salon, pharmacy, organic store, hotel spa) gets a store under its own name, with its logo, colours and domain. The catalogue comes from the manufacturer, retail prices can be adjusted within an allowed range, and orders ship directly from the manufacturer's warehouse to the end customer. The reseller earns a commission without holding stock; the manufacturer captures customer data and smooths production.
| Component | Function | Share of budget | 2026 range (excl. VAT) |
|---|---|---|---|
| Multi-store core | One base, N storefronts, domains and themes per reseller | 25 to 30 % | 20,000 to 40,000 EUR |
| Pricing engine | Per-account price lists, volume discounts, framed retail prices | 15 to 20 % | 11,000 to 28,000 EUR |
| Direct shipping | Routing to the warehouse, tracking, returns | 10 to 15 % | 8,000 to 20,000 EUR |
| Commissions and statements | Per-order calculation, monthly statements, accounting export | 10 to 15 % | 8,000 to 19,000 EUR |
| Reseller back office | Sales, customers, commissions, local content | 10 to 15 % | 8,000 to 19,000 EUR |
| ERP, payment, carrier integrations | Real-time stock, checkout, labels | 10 to 15 % | 8,000 to 19,000 EUR |
| Acceptance, pilot onboarding | 10 pilot resellers, training | 5 % | 4,000 to 7,000 EUR |
Order of magnitude for 300 to 800 SKUs, 150 resellers at launch and an existing ERP. A multi-store SaaS can start at 40,000 EUR but often charges 0.5 to 2 % of gross merchandise volume, which weighs heavily above 2 million EUR of annual sales.
Customer pricing and commissions: the rules to settle
The hard part is commercial, not technical. Before the first line of code, the sales director must settle the rules below with the network.
| Rule | Common option | Impact |
|---|---|---|
| Retail price | Recommended price, adjustable from 0 to minus 10 % | Avoids price wars between resellers |
| Reseller commission | 20 to 35 % of net price by tier | Motivates without breaking manufacturer margin |
| Tiers | Bronze under 20,000 EUR, Silver 20,000 to 60,000 EUR, Gold above | Rewards active resellers |
| Customer shipping | Free from 49 EUR incl. VAT | Target basket around 65 EUR |
| Returns | Handled by manufacturer, commission reversed | Simple for the reseller |
| Payout | Monthly SEPA transfer, detailed statement | Under 2 h of accounting work |
| Customer attribution | To the originating reseller for 24 months | Protects the local relationship |
Legally, beware of resale price maintenance, prohibited under German and EU competition law: the manufacturer may recommend a price and set a ceiling, but an imposed minimum price is risky. The reseller agreement must also govern use of the brand and responsibility for cosmetic claims.
Typical 16 to 22 week schedule
Scoping and commercial rules (3 weeks), modular theme design (3 weeks), development of the core and engines (8 to 12 weeks), pilot with 10 resellers (3 weeks), rollout in waves of 30 resellers. The bottleneck is rarely development: it is collecting each reseller's logo, domain and content. Plan an onboarding form and a ready-to-use default theme.
Mini case study
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Jonas, sales director of a natural cosmetics manufacturer near Berlin, turns over 4.5 million EUR through 150 resellers, mostly in store. Chosen project: 110,000 EUR, plus 1,600 EUR a month for hosting and maintenance. Cautious target: 60 resellers active online in year one, each with 1,500 EUR of online sales a month, or 1.08 million EUR of additional revenue. After an average 25 % commission and 12 % logistics costs, the manufacturer's additional gross margin, at a 55 % product margin, comes to around 195,000 EUR a year. On these assumptions, still to be validated by the pilot, the project pays back in about seven months of operation.
FAQ
How much does a white-label B2B store for 150 resellers cost?
Between 70,000 and 150,000 EUR for custom development, plus 1,000 to 2,000 EUR a month for maintenance and hosting. The cost per additional reseller is close to zero once the core is delivered.
Can each reseller have its own domain name?
Yes, each store can have its own domain and SSL certificate, managed automatically. Expect about 15 EUR a year per domain, often recharged or offered to the reseller.
How are commissions calculated?
On every validated order, based on the reseller's tier, typically 20 to 35 % of the net price, reversed on returns. A monthly statement is generated and exported to accounting.
Can we impose retail prices on resellers?
No, an imposed minimum price breaches competition law. The manufacturer can publish a recommended and a maximum price, and frame promotions by contract.
How long before the first resellers go live?
A 10-reseller pilot goes live around weeks 13 to 16, then full rollout takes 6 to 8 weeks in waves. The whole network is active within 16 to 22 weeks.
Let's scope your project. Share your network size, catalogue and ERP: we will price the white-label platform between 70,000 and 150,000 EUR with a 16 to 22 week schedule. 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.
