The verdict in three sentences
When 70% of orders arrive by phone, your inside sales reps spend their days keying in SKUs instead of selling. A B2B webshop differs from a consumer store in three ways: customer-specific pricing, control of the credit limit and net-30 payment terms, plus quick order by SKU for busy buyers. 2026 budget: USD 38,000 to 88,000 (EUR 35,000 to 80,000) depending on ERP integration, with payback usually under 12 months.
The B2B features that make the difference
A buyer at a cleaning company, a municipality or a healthcare facility does not order like a consumer. They want their prices, their habits and their payment terms.
| Feature | Consumer store | Wholesale B2B webshop |
|---|---|---|
| Pricing | Single public price | Price list per customer or group, volume discounts |
| Payment | Card at checkout | Net-30 invoice, card, pre-authorised debit |
| Credit limit | Not managed | Limit per customer, block or approval above it |
| Ordering | Catalogue browsing | Quick entry by SKU, CSV upload, one-click reorder |
| Accounts | Single user | Several buyers per company, roles and approval |
| Documents | Simple invoice | Safety data sheets, invoices, credit notes, statements |
| Shipping | Flat rate | Free shipping threshold per customer, multi-site delivery |
For a catalogue of 8,000 SKUs of hygiene products, safety data sheets available from every product page are also a compliance argument for your customers.
What the B2B webshop costs by architecture
The main cost driver is synchronisation with your ERP (stock, pricing, credit, invoices).
| Option | Budget | Timeline | Recurring | Fits if |
|---|---|---|---|---|
| Shopify Plus B2B + connector | USD 38,000 to 55,000 | 3 to 4 months | USD 2,300 to 2,800/month licence | Standard ERP, simple pricing |
| Sana Commerce or similar ERP-integrated | USD 50,000 to 77,000 | 4 to 5 months | USD 1,650 to 3,300/month | Microsoft or SAP ERP |
| Custom (Next.js + ERP API) | USD 55,000 to 88,000 | 4 to 6 months | USD 330 to 880/month (hosting, maintenance) | Complex pricing rules |
| Net-30 payment module (credit insurance, B2B buy now pay later) | Included or USD 2,200 to 5,500 | 2 to 3 weeks | 1.5 to 3% of financed amount | To transfer customer risk |
| Migration of 8,000 SKUs | USD 3,300 to 8,800 | 3 to 6 weeks | None | Product data and photos to enrich |
Net-30 terms can stay in-house (you carry the risk, the ERP controls credit) or be handed to a B2B deferred payment provider that pays you at D+1 and carries the risk, for a 1.5 to 3% fee.
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Mini case study
David, CEO of a hygiene supplies wholesaler in Toronto, serves 2,500 business customers and processes 30,000 orders a year at an average of USD 550, i.e. USD 16.5 million in revenue. 70% of orders come by phone.
He chooses a custom webshop at USD 66,000, with USD 660 a month of maintenance. Assumption at 12 months: 40% of orders online, i.e. 12,000 orders, with average order value up 18% thanks to related-product suggestions and reorder, i.e. +USD 99 per order and USD 1.19 million of extra revenue. At a 25% gross margin, that is about USD 297,000 of margin. In addition, 2 inside sales reps (USD 50,000 fully loaded each) are reassigned to prospecting. Even halving the order value assumption, the investment pays back in under 6 months.
FAQ
Is ERP integration mandatory? For a wholesaler with 8,000 SKUs, yes: without syncing stock, pricing and credit, the team re-keys orders and the webshop loses its point. The connector often accounts for 25 to 35% of the total budget.
How do we handle a customer over their credit limit? The webshop can block the order, hold it for approval by the credit team or offer card payment for the excess. The rule is set customer by customer.
Will customers really order online? In B2B, 30 to 50% of orders move online within 12 to 18 months if sales reps support the change and quick order saves time. A commission on their customers' online orders speeds up adoption.
Is e-invoicing handled? Yes: the webshop sends order data to the ERP, which issues compliant invoices and electronic documents required by your tax authority and large accounts.
Can we launch in phases? Yes: a first phase at USD 38,000 to 50,000 (customer pricing, quick order, credit limits) in 3 to 4 months, then deferred payment, multi-buyer accounts and multi-site delivery.
Let's scope your project. Tell us about your catalogue, ERP and payment terms: we will price the B2B webshop, its go-live timeline and the expected gain on your phone orders. 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.

