The verdict in three sentences
For an Amsterdam wholesaler serving 800 to 5,000 trade customers, a B2B ordering platform costs between EUR 35,000 and 90,000 excluding VAT in 2026, depending on ERP integration depth and pricing complexity. The real return comes from quick order by SKU and customer-specific prices shown in real time, which free inside sales reps from low-value order taking. A target of 40% of orders online within 12 months is realistic if the launch is driven with the sales team, not against it.
What a wholesale B2B platform must do in 2026
A B2C shop with a "trade" login is not enough. Your customers (restaurants, contractors, resellers, public bodies) usually reorder the same 30 to 80 items, know the SKUs by heart and expect their negotiated price, not the list price. The must-haves are quick entry by SKU or CSV upload, one-click reorder of the last basket, display of outstanding balance and credit limit, net 30 or net 45 payment terms, and stock sync per warehouse.
| Feature | Core version | Advanced version | Indicative extra cost 2026 |
|---|---|---|---|
| Customer and product-group pricing | Nightly import from ERP | Real-time calculation via API | EUR 5,000 to 14,000 |
| Quick order by SKU | Manual code entry | CSV import, scanning, saved lists | EUR 3,000 to 7,000 |
| Credit limit and payment terms | Limit display | Automatic blocking and dunning | EUR 3,500 to 9,000 |
| ERP integration (Exact, AFAS, SAP B1, Dynamics) | Daily file feeds | Two-way API sync | EUR 10,000 to 28,000 |
| Multiple buyer accounts | One login per customer | Buyer, approver, accounts roles | EUR 2,500 to 6,000 |
| Stock per warehouse | Global stock | Availability per depot and delivery date | EUR 3,000 to 8,000 |
| Invoices and credit notes online | PDF download | Full history and e-invoicing (Peppol) | EUR 2,500 to 7,000 |
With Peppol e-invoicing spreading across Dutch B2B and public procurement, the ERP link becomes even more strategic: the customer portal is the natural extension of your invoicing flow.
Budget and timeline by wholesaler size
Budget depends mostly on active customers, product data quality and how well the ERP exposes prices. A catalogue of 15,000 poorly described SKUs can cost as much in enrichment as in development.
| Wholesaler profile | Active customers | SKUs | Platform budget | Timeline | Annual cost (hosting, maintenance) |
|---|---|---|---|---|---|
| Specialised regional wholesaler | 800 to 1,500 | 3,000 to 8,000 | EUR 35,000 to 48,000 | 12 to 14 weeks | EUR 5,000 to 8,000 |
| Multi-category wholesaler | 1,500 to 3,000 | 8,000 to 20,000 | EUR 48,000 to 65,000 | 14 to 16 weeks | EUR 7,000 to 12,000 |
| Multi-depot wholesaler | 3,000 to 5,000 | 20,000 to 50,000 | EUR 65,000 to 90,000 | 16 to 18 weeks | EUR 10,000 to 17,000 |
| PIM option (product data) | All profiles | Over 10,000 | EUR 9,000 to 22,000 | 4 to 6 weeks in parallel | EUR 2,500 to 6,000 |
| Sales rep mobile app option | All profiles | Any volume | EUR 12,000 to 20,000 | 6 to 8 weeks | EUR 2,500 to 4,500 |
A typical schedule includes 3 weeks of scoping and ERP audit, 7 to 11 weeks of development and integration, then 2 to 4 weeks of acceptance testing with a panel of 20 to 50 pilot customers. Plan 4 to 6 weeks of parallel running while the phone line stays open.
Adoption: how to reach 40% online orders
Technology does not create adoption. Wholesalers that pass 40% digital orders within 12 months all paid their reps on portfolio revenue regardless of channel, and created customer accounts in advance with their usual baskets pre-filled.
| Adoption lever | Observed effect (2026 order of magnitude) | Cost |
|---|---|---|
| Pre-created accounts with order history | +15 to 20 points of adoption at launch | Included in data migration |
| Channel-neutral sales commissions | Removes internal resistance | Neutral |
| 1 to 2% discount on online orders | +8 to 12 points of adoption | 1 to 2% of digital revenue |
| Later order cut-off time online | +5 to 10 points among restaurants | Logistics organisation |
| Email and SMS reactivation of dormant accounts | +3 to 6 points | EUR 100 to 300 per month |
Mini case study
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Sanne, sales director of a hygiene and packaging wholesaler in Amsterdam, manages 2,200 customers and 18,000 orders a year, 60% by phone. Each phone order takes 9 minutes of entry and checks: 10,800 orders × 9 minutes = 1,620 hours a year. With a platform at EUR 60,000 and 40% of orders moved online within 12 months, she recovers 7,200 orders × 9 minutes = 1,080 hours, about 0.7 FTE at EUR 50,000 fully loaded, so close to EUR 35,000 a year. Adding a 2% basket uplift from suggestions (on EUR 9M revenue at 25% gross margin, EUR 45,000 of margin), payback comes in under 10 months.
FAQ
Do we need to replace our ERP before launching the B2B platform?
Rarely. Common wholesale ERPs (Exact, AFAS, SAP Business One, Dynamics 365 Business Central) expose sufficient feeds or APIs, with a connector priced at EUR 10,000 to 28,000. Replacing the ERP is only justified if customer prices live in spreadsheets outside the system.
Is a SaaS B2B tool enough for 1,000 customers?
For a simple catalogue and 2 or 3 price tiers, a SaaS at EUR 700 to 1,800 per month can work. Once every customer has its own discount grid and credit limit, a custom or customised open source build becomes cheaper over 3 years.
How do we handle net 30 terms online?
The platform reads the credit limit from the ERP and allows "on account" orders while it is not exceeded. Beyond that, it offers card or iDEAL payment, which cuts manual order blocks by 70 to 80% in our projects.
What online order share should we target in year one?
25% at 6 months and 40% at 12 months is realistic for a wholesaler that supports its customers. Key accounts and restaurants switch first, small contractors more slowly.
Should the site be visible to non-customers?
Yes, as a catalogue without prices: it generates account requests and organic traffic. An account opening form with KvK number and sales approval typically brings 5 to 15 new accounts a month.
Let's scope your project. Send us your customer count, SKU count and ERP: we will price a B2B platform between EUR 35,000 and 90,000 with a 12 to 18 week plan. 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.
