The verdict in three sentences
For a wholesaler serving 1,200 business customers, a B2B e-commerce platform costs between EUR 30,000 and 90,000 excl. VAT in 2026 depending on ERP integration depth. The return comes from cutting order-handling cost by 3 (from roughly EUR 18 to EUR 6) once the online share of orders passes 40%. The three features that make the difference are customer-specific price lists, net-30 payment on an approved credit limit and real-time stock sync.
What a B2B platform costs a wholesaler in Amsterdam
The price depends less on page count than on commercial logic: price lists, payment terms, volume discounts and data flows with the ERP (Exact, AFAS, Microsoft Dynamics, Odoo). Here are the 2026 orders of magnitude for Western European wholesalers.
| Tier | Scope | Budget excl. VAT | Timeline |
|---|---|---|---|
| Essential | Catalogue, customer accounts, single price list, CSV export to ERP | EUR 30,000 to 40,000 | 10 to 12 weeks |
| Standard | Customer pricing, tiered discounts, quick order by SKU | EUR 45,000 to 60,000 | 14 to 16 weeks |
| Advanced | Two-way ERP connector, credit limits, net-30 payment | EUR 60,000 to 75,000 | 16 to 20 weeks |
| Premium | Multi-warehouse, field reps on tablet, PIM | EUR 75,000 to 90,000 | 20 to 24 weeks |
| Maintenance | Hosting, fixes, minor improvements | 12 to 18% of build per year | Ongoing |
| Payments | Card, bank transfer, SEPA B2B direct debit | 0.8 to 1.8% per transaction | 2 to 3 weeks |
The line that blows budgets is almost always the ERP connector. A daily CSV export is enough to start; a two-way sync of prices, stock and credit balances adds EUR 12,000 to 25,000 excl. VAT but removes manual re-keying.
Features that convert professional buyers
A buyer for a restaurant, hotel or retail shop does not browse like a consumer. They reorder the same 40 SKUs every week and want to do it in under three minutes.
| Feature | Measured impact 2026 | Indicative cost excl. VAT |
|---|---|---|
| Customer-specific prices and discounts | +25 to 35% online channel adoption | EUR 6,000 to 10,000 |
| Quick order by SKU or Excel upload | Average basket +12 to 18% | EUR 3,000 to 5,000 |
| Replenishment lists | Order frequency +20% | EUR 2,500 to 4,000 |
| Net-30 payment on credit limit | Removes 60% of customer service calls | EUR 5,000 to 9,000 |
| Real-time stock per warehouse | Reported stock-outs halved | EUR 4,000 to 8,000 |
| Downloadable history and invoices | -30% duplicate invoice requests | EUR 2,000 to 3,500 |
| Tablet app for sales reps | +15% orders captured during visits | EUR 10,000 to 18,000 |
Net-30 payment is the key point. Without it, the platform stays a reference catalogue and customers call to order "as usual". You need a credit limit per customer, synced with accounting, and an automatic block when payment is more than 15 days late.
How to go from 15% to 45% online orders
Technology alone is not enough. Wholesalers who succeed follow a 6-month adoption plan: open to the top 100 customers first, coaching by sales reps, a 1 to 2% discount on online orders during the first quarter, then full rollout. Sales reps must also earn commission on web orders from their portfolio, otherwise they slow adoption.
Mini case study
Claire, sales director of a fine-food wholesaler in Amsterdam, manages 1,200 customers and 26,000 orders a year, 70% of them by phone. The full cost of handling a phone order (data entry, call, error correction) is estimated at EUR 18, versus EUR 6 online.
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She invests EUR 62,000 excl. VAT in an Advanced-tier platform with an ERP connector. After 12 months, 45% of orders are placed online, i.e. 11,700 orders. Savings: 11,700 x EUR 12 = EUR 140,400 per year. After EUR 9,300 of annual maintenance (15%), the net gain reaches EUR 131,100. The project pays for itself in under 6 months of full-speed operation.
FAQ
Should we choose a SaaS or a custom build?
A B2B SaaS costs EUR 1,500 to 4,000 per month and works as long as your pricing rules stay simple. Beyond 3 levels of overlapping discounts or a credit limit to manage, custom becomes cheaper over 3 years.
How long does ERP integration take?
Allow 4 to 8 weeks for a two-way connector with Exact, AFAS or Odoo, testing included. A daily CSV export takes 1 to 2 weeks.
Will customers really order online?
Coached wholesalers reach 15% online orders by month 3 and 35 to 45% by month 12. Hospitality customers often order in the evening after service, when the phone line is closed.
How do we handle mandatory e-invoicing?
EU e-invoicing rules are tightening and France requires receipt of e-invoices from September 2026. The platform must push invoices to your accredited e-invoicing provider, which represents EUR 3,000 to 6,000 excl. VAT of integration.
What is the annual maintenance cost?
Budget 12 to 18% of the initial cost per year, i.e. EUR 7,000 to 14,000 excl. VAT for a EUR 60,000 platform. This covers hosting, security, updates and small improvements.
Let's scope your project. Send us your customer count, ERP and pricing rules: we will price a precise scope, an indicative budget and a go-live 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.
