The verdict in three sentences
A B2B ordering platform for a wholesaler supplying 1,200 retail outlets in Casablanca and the wider Casablanca-Settat region costs between 300,000 and 700,000 MAD excl. VAT (about 27,000 to 64,000 EUR), with a 4 to 5 month timeline. The budget depends mostly on the complexity of customer-specific pricing and on ERP integration (Sage, Odoo, SAP Business One). Wholesalers moving from phone orders to self-service typically see +10 to +15% average order value thanks to suggestions and targeted promotions.
Two channels, one database: what gets built
The sales director wants two things: 25 to 40 field reps taking orders on tablets with no re-keying, and regular retailers (grocers, hardware shops, mini-markets) ordering on their own at night or at weekends. Both channels share the same catalogue, prices and stock.
| Functional block | Scope | Indicative 2026 cost (MAD excl. VAT) |
|---|---|---|
| Catalogue and stock | 800 to 3,000 SKUs, pack sizes (unit, case, pallet), real-time availability | 50,000 to 90,000 |
| Pricing engine | Grids per customer or group, volume discounts, net prices, free-shipping thresholds | 60,000 to 140,000 |
| Sales-rep app | Routes, customer card, history, offline order taking, signature | 70,000 to 150,000 |
| Retailer self-service portal | Quick order, one-click reorder, delivery tracking, PDF invoices | 50,000 to 110,000 |
| ERP integration | Sync of customers, items, prices, orders, invoices | 40,000 to 140,000 |
| Promotions and suggestions | Targeted offers, related products, free-goods thresholds | 20,000 to 50,000 |
| Back office and reporting | Revenue by rep, area, product family, reorder rate | 10,000 to 20,000 |
The low end (about 300,000 MAD excl. VAT) assumes an ERP with a clean API and simple group pricing. The high end (600,000 to 700,000 MAD excl. VAT) means thousands of negotiated net prices, a legacy ERP with no API and a fully offline sales-rep app.
Comparing options: B2B SaaS, extended ERP or custom build
Before signing, compare the three routes over five years. Custom is not always right, but it pays off once your commercial rules go beyond the standard.
| Criterion | B2B SaaS (subscription) | ERP e-commerce module | Custom platform |
|---|---|---|---|
| Setup | 40,000 to 120,000 MAD | 80,000 to 200,000 MAD | 300,000 to 700,000 MAD |
| Annual recurring cost | 60,000 to 180,000 MAD (per user or per order) | 30,000 to 80,000 MAD in licences | 45,000 to 120,000 MAD maintenance |
| Complex per-customer pricing | Often limited | Good, but rigid interface | No limit |
| Offline mode for reps | Rare | Rare | Yes |
| Arabic and French interface | Varies | Varies | Yes |
| 5-year total cost | 340,000 to 1,020,000 MAD | 230,000 to 600,000 MAD | 525,000 to 1,300,000 MAD |
| Ownership of code and data | No | Partial | Yes |
For 1,200 customers and 30 reps, a SaaS billed per user and per order quickly exceeds 150,000 MAD a year. Custom is justified when pricing grids are a competitive advantage you do not want to bend to fit a standard tool.
Typical 4 to 5 month plan
Weeks 1 to 3: scoping, ERP analysis, mock-ups validated by two reps and three pilot retailers. Weeks 4 to 12: catalogue, pricing engine and ERP integration. Weeks 10 to 16: sales-rep app and retailer portal. Weeks 17 to 20: pilot in one area (for example Aïn Sebaâ and Hay Mohammadi), fixes, then rollout in waves of 300 customers.
The watch-out is adoption: plan a 2 to 3% welcome discount on the first online order and a target of 40% self-service orders at 6 months.
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Youssef, sales director of a hygiene-products wholesaler in Casablanca, serves 1,200 outlets with an average order of 2,400 MAD every 15 days, about 69 million MAD in annual revenue. He invests 480,000 MAD excl. VAT in a platform, plus 70,000 MAD a year in maintenance.
If average order value grows by just 8% (half the target), extra revenue reaches 5.5 million MAD. At a 14% gross margin, that is 770,000 MAD of additional margin per year, a payback of 7 to 8 months. The 2 phone-order clerks can also be moved to collections.
FAQ
How much does a B2B ordering platform for a wholesaler in Morocco cost?
Between 300,000 and 700,000 MAD excl. VAT for a custom project covering catalogue, per-customer pricing, sales-rep app, retailer portal and ERP integration. Annual maintenance runs at 15 to 20% of that amount.
Can we keep our current ERP?
Yes, the platform plugs into it. If the ERP has an API, integration costs 40,000 to 70,000 MAD; without one, it goes through file exchanges or the database, which can reach 140,000 MAD.
Can reps take orders without a connection?
Yes, the app stores catalogue and prices on the tablet and syncs once the network returns. This helps in warehouses and suburban areas where 4G is unstable.
How long until retailers order on their own?
Allow 3 to 6 months to reach 30 to 40% self-service orders. A 2 to 3% launch discount and rep coaching during visits speed up adoption a lot.
Is online payment included?
It can be, through CMI or bank transfer, but most wholesalers keep 30 or 60 day terms. The platform then shows outstanding balances and blocks orders above the credit limit.
Let's scope your project. Send us your number of SKUs, customers and reps plus your ERP name, and we will price a scope between 300,000 and 700,000 MAD excl. VAT with a 4 to 5 month 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.
