The verdict in three sentences
For a wholesaler, a catalog site is no longer enough: professional buyers want to order on their own, see their negotiated prices and reorder in two clicks. In 2026 in Chicago, turning a brochure into a B2B portal costs 15,000 to 38,000 EUR excl. VAT, the spread driven by catalog depth and ERP integration. The real gain isn't cosmetic: it's -40% phone orders and salespeople who sell instead of keying in.
Catalog site vs B2B portal: what you actually pay for
The price gap reflects a change in nature: you're no longer building a brochure but an automated sales channel.
| Criterion | Catalog site | B2B ordering portal | Portal + real-time ERP |
|---|---|---|---|
| 2026 budget (EUR excl. VAT) | 8,000 - 12,000 | 18,000 - 28,000 | 30,000 - 38,000 |
| Displayed prices | Public/hidden | Per-customer pricing | Pricing + live stock |
| Online ordering | No | Yes (B2B cart) | Yes + availability |
| Customer accounts | Basic | Multi-user | Roles + approval |
| Reorder / quick order | No | Yes (CSV import) | Yes + history |
| Timeline | 5-7 wks | 8-12 wks | 12-16 wks |
Most Chicago wholesalers target the middle column (18,000-28,000 EUR) in year 1, then add real-time ERP once usage is established.
ERP integration: what makes the difference
Connecting the site to the ERP (Sage, SAP Business One, NetSuite...) removes double entry and keeps stock reliable. Cost depends on the system and sync mode.
| ERP / mode | Connector cost (EUR excl. VAT) | What syncs | Frequency |
|---|---|---|---|
| Sage (files/API) | 4,000 - 8,000 | Products, prices, customers | 1-4x/day |
| NetSuite / QuickBooks | 5,000 - 9,000 | Products, stock, orders | Hourly |
| SAP Business One | 8,000 - 15,000 | Full bidirectional | Real-time |
| Custom middleware | 6,000 - 12,000 | As needed | Configurable |
A real-time bidirectional connector costs more but almost eliminates stock errors and credit notes, often a wholesaler's biggest hidden loss.
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Mini case study
Claire, CFO of an industrial supplies distributor in Chicago (48 employees, 1,200 active customers), handled 60% of orders by phone, tying up 3 full-time staff. She invests 26,000 EUR excl. VAT: B2B portal with per-customer pricing, quick order, plus a Sage connector at 6,000 EUR. Within 8 months, 42% of orders shift online (-40% calls). Two staff are redeployed to account development, generating about 90,000 EUR of added margin/year: the portal pays for itself in under 6 months.
FAQ
Can prices stay hidden from logged-out visitors? Yes, that's the B2B norm: catalog visible but prices reserved for approved accounts, with negotiated rates loaded from the ERP. It's included in a standard portal.
How long for a full B2B portal? From 8 to 16 weeks depending on ERP integration. Without a real-time connector, a first version often ships in 8-10 weeks.
Is CSV quick order worth it? Very: regular buyers order dozens of SKUs at once. It's one of the most adopted features and it accelerates the move off the phone.
Do we have to rebuild the whole catalog? Not always: existing data can be imported from the ERP or a file. Product data quality (images, descriptions) remains the main task to plan for.
What maintenance budget should I plan? Budget 8 to 15% of project cost/year for enhancements, ERP connector monitoring and support, roughly 2,500-5,000 EUR/year on a standard portal.
Let's scope your project. Tell us your ERP, your number of SKUs and customer accounts, and we'll price the portal (indicative budget 15,000-38,000 EUR excl. VAT). 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.
