The verdict in three sentences
A custom ordering portal for a wholesaler costs between 40,000 and 100,000 EUR in 2026, versus 15,000-35,000 EUR for a plainer, less integrated B2B e-commerce module. The value comes not from the catalogue but from quick order by SKU, per-customer catalogue and pricing, and real-time stock/ERP integration. Done well, such a portal moves up to 50% of orders off the phone, freeing the sales-admin team.
Custom portal vs B2B e-commerce module
A standard B2B e-commerce module serves a storefront with a cart; an ordering portal rethinks the replenishment journey for professionals: recurring lists, multi-line entry, quotas and credit terms. Here is the 2026 order of magnitude for a Rotterdam-area distributor.
| Criterion | B2B e-commerce module | Custom portal |
|---|---|---|
| Upfront cost | 15,000-35,000 EUR | 40,000-100,000 EUR |
| Timeline | 3-5 months | 5-10 months |
| Per-customer catalogue | Limited | Full, per account |
| Quick order by SKU | Basic | Multi-line, CSV import |
| Stock/ERP integration | Connector | Real-time custom |
| Credit terms | Rare | Native |
| Monthly maintenance | 400-700 EUR/mo | 500-1,200 EUR/mo |
The functions that save time
A wholesale portal's ROI rests on replenishment speed. Each function below cuts order time and entry errors.
| Function | Indicative effort | Target gain |
|---|---|---|
| Multi-line quick order | 8-14 days | -40% entry time |
| Recurring lists / favourites | 5-9 days | Reorder in 2 clicks |
| Per-customer prices & discounts | 8-15 days | Retains large accounts |
| Real-time stock status | 12-25 days | -30% surprise stockouts |
| Credit terms + auto follow-up | 6-12 days | -20% late payments |
| History & reorder | 4-8 days | +15% average basket |
Mini case study
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Marc, who runs an industrial-supplies wholesaler near Rotterdam, employs four sales-admin staff keying 300 orders/day received by phone and fax. A portal at 72,000 EUR with quick ordering and ERP integration moves 55% of orders online. The result: the equivalent of 1.8 admin FTEs reassigned to customer service and disputes, roughly 65,000 EUR/year. By also cutting entry errors (returns estimated at 12,000 EUR/year), the portal pays back in about 14 months, including 900 EUR/month maintenance.
FAQ
A portal or plain B2B e-commerce? If customers reorder the same SKUs often, a portal with quick ordering and recurring lists pays off fast. For occasional catalogues, a standard module at 20,000-30,000 EUR is enough.
Is ERP integration mandatory? For a wholesaler, yes: without reliable real-time stock and pricing, customers lose trust. Budget 12,000 to 35,000 EUR depending on your ERP.
How long to launch? 5 to 10 months for a full portal. A first increment (per-customer catalogue + quick order) can ship in 4 months to test adoption.
How do I get customers to order online? Train reps on onboarding, pre-fill recurring lists and show negotiated prices. The 50% online-orders target is reachable in 6-9 months with support.
What maintenance budget? 500 to 1,200 EUR/month depending on volume and integrations. Plan an evolutions envelope for the first six months of tuning.
Let's scope your project. Tell us your ERP, your number of trade customers and your daily order volume, and we will price a portal with quick ordering and stock integration. 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.