The verdict in three sentences
For a wholesaler with 2,800 SKUs and 900 trade accounts, Shopify Plus (about USD 2,300 a month) fits if your pricing rules stay simple, Adobe Commerce, formerly Magento (EUR 40,000 to 120,000 in licence and integration) fits if you have an IT team able to run it, and a custom build (EUR 35,000 to 80,000, USD 38,000 to 87,000) wins when customer-specific price lists and ERP logic are core to the business. A realistic target is 35% of orders placed online within 12 months. Project timelines run 4 to 6 months whichever option you choose.
What a foodservice wholesaler really needs from B2B e-commerce
A supplier of hotel and restaurant equipment in Berlin or New York does not sell like a consumer store. A restaurant in Kreuzberg or Brooklyn orders 40 lines every Tuesday, at its negotiated price, by the case, on net 30 terms. A hotel chef wants to reorder the usual list in two taps from a phone.
Must-have features: catalogue with per-customer or per-group pricing, minimum quantities and pack sizes, quick order by SKU, recurring lists, visible credit limit and open balance, net 30 or direct debit payment, downloadable invoices and credit notes, and real-time sync with the ERP (SAP Business One, Microsoft Dynamics, NetSuite) for stock and prices.
| Criterion | Shopify Plus | Adobe Commerce | Custom build |
|---|---|---|---|
| Entry cost | EUR 15,000 to 35,000 integration | EUR 40,000 to 120,000 licence + integration | EUR 35,000 to 80,000 |
| Recurring cost | ~USD 2,300/month + apps EUR 300 to 900/month | Annual licence from EUR 25,000, hosting | Hosting and maintenance EUR 600 to 1,500/month |
| Customer pricing | Native B2B catalogues, limits on complex lists | Native, very complete | Tailored, no limits |
| Net 30 terms | Native via B2B, limited credit logic | Native with module | Tailored, tied to ERP credit |
| ERP integration | Via connector, EUR 8,000 to 20,000 | Via connector or API | Native, included |
| Timeline | 4 months | 5 to 6 months | 4 to 6 months |
| Lock-in | Shopify ecosystem | Certified Adobe partner | You own the code |
Three-year total cost of ownership
The licence is only part of the story. Over three years you add apps, the ERP connector, maintenance and new features. Figures below are 2026 estimates for a comparable wholesaler in Berlin; New York budgets run 5 to 15% higher in USD.
| Item over 36 months | Shopify Plus | Adobe Commerce | Custom build |
|---|---|---|---|
| Initial project | EUR 25,000 | EUR 80,000 | EUR 60,000 |
| Subscription or licence | EUR 76,000 | EUR 75,000 | EUR 0 |
| Apps and extensions | EUR 22,000 | EUR 15,000 | EUR 0 |
| ERP connector | EUR 15,000 | EUR 12,000 | Included |
| Hosting and maintenance | EUR 9,000 | EUR 54,000 | EUR 36,000 |
| Yearly enhancements | EUR 15,000 | EUR 30,000 | EUR 20,000 |
| 3-year total | EUR 162,000 | EUR 266,000 | EUR 116,000 |
Custom comes out cheapest over three years when business rules are numerous, because there is no subscription tied to revenue. Shopify Plus remains a fast start if 80% of your accounts share 3 or 4 price lists.
The traps that derail B2B projects
First trap: launching without clean customer price data. If 10% of displayed prices are wrong, sales reps take orders back by phone and adoption collapses. Second trap: forgetting the sales team. Reps must be able to order on behalf of a customer and earn commission on online orders from their territory. Third trap: neglecting mobile, when 60% of foodservice orders are placed on a phone, in the kitchen or stockroom.
Mini case study
Jonas, managing director of a foodservice wholesaler in Berlin, turns over EUR 14 million with 900 accounts. Four order-desk staff key in 1,600 orders a month at 9 minutes each, 240 hours monthly.
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- Choice: custom build at EUR 62,000, delivered in 5 months, connected to Microsoft Dynamics.
- At 12 months: 35% of orders online, 560 orders a month with no manual entry.
- Time freed: 560 x 9 min = 84 hours a month, about 0.55 FTE at EUR 3,400 loaded cost, so EUR 1,870 a month.
- Entry errors avoided: 1.2% fewer credit notes on EUR 400,000 of online revenue, EUR 4,800 a month.
- Monthly gain: EUR 6,670, minus EUR 1,000 maintenance. Payback: 62,000 / 5,670 = 11 months.
FAQ
How much does a B2B e-commerce platform for a wholesaler cost in 2026?
From EUR 15,000 integration on Shopify Plus to EUR 120,000 on Adobe Commerce, with custom builds at EUR 35,000 to 80,000. Over 3 years, total cost ranges from EUR 116,000 to 266,000 depending on the option.
Does Shopify Plus handle customer-specific pricing?
Yes, through B2B catalogues with company-level discounts. Beyond roughly ten price lists with item-level exceptions, you need a third-party app at EUR 300 to 900 a month or custom development.
Can we offer net 30 terms online?
Yes. The customer orders, credit is checked in real time against the ERP, and the invoice is issued on net 30. SEPA B2B direct debit costs about EUR 0.30 to 0.50 per transaction; US ACH runs USD 0.20 to 1.50.
What share of online orders should we target?
Thirty-five percent within 12 months is realistic for a foodservice wholesaler, rising to 50 to 60% at 24 months if reps are rewarded on digital orders.
How long does the project take?
Four to six months, including 4 to 6 weeks for price data migration and the ERP connector. A one-month pilot with 50 accounts de-risks the launch.
Let's scope your project. Tell us your SKU count, ERP and pricing rules, and we will price your B2B platform between EUR 35,000 and 80,000, delivered in 4 to 6 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.
