B2B ordering platform for a wine merchant in London: 2026 pricing

The verdict in three sentences

For a wine merchant serving 650 independent wine shops and restaurants in the UK and Germany, a B2B ordering platform costs 30,000 to 60,000 EUR (about $33,000 to $65,000), depending on how deep the integration with the cellar management software and the tax handling goes. The features that make the difference are pricing per customer and per pack size, handling of excise duty and electronic movement documents for export, and a minimum order with free-delivery threshold shown in real time. Targeting an 18% higher average B2B basket is realistic thanks to range suggestions and round-the-clock ordering.

What a B2B wine platform must handle

A wine shop owner in Clapham or a restaurant buyer in Hamburg does not order like a consumer. They buy by the case of 6 or 12, sometimes magnums or bag-in-box for wine by the glass, with negotiated prices, a delivery threshold and different tax rules depending on the country.

Allocations are key: on a grand cru or limited vintage sparkling wine, the platform must reserve a number of cases per customer and stop one buyer from emptying the stock.

Excise duty and electronic movement documents: the tax core

Wine moves either duty-paid or under duty suspension. A merchant operating a bonded warehouse issues an electronic administrative document (e-AD) for duty-suspended shipments, through EMCS in the UK and in the EU. 2026 estimates:

A well-designed platform calculates duty per order line automatically, shows a duty-paid price to UK customers and an in-bond price to German customers, then sends the data to the cellar software to generate the e-AD.

Detailed budget for a B2B ordering platform

Mini case study

Mark, sales director of a wine merchant based in London, serves 650 wine shops and restaurants, 120 of them in Germany. His customers place about 15,600 orders a year with an average basket of 620 EUR, so 9.7M EUR in revenue. Today everything runs through phone, email and sales reps.

He invests 45,000 EUR in an ordering platform with cellar connector and e-AD module, plus 700 EUR a month. He targets 40% of orders online in year two, with an 18% higher average basket thanks to complementary cuvée suggestions and a delivery threshold that encourages topping up the case. Estimated gain: 9.7M EUR x 40% x 18% = 698,000 EUR of additional revenue, or about 210,000 EUR of gross margin at 30%. The project, 53,400 EUR in year one, pays back in about three months of additional margin, before counting the time freed up for sales reps.

FAQ

Should the platform be closed to the public?

Yes, trade-only sales require login access with validation of the company and VAT number. Plan 1 to 2 days of development for a new-account approval flow.

Can we set different prices per pack size?

Yes, the same wine can be priced per case of 6, case of 12 and magnum, with volume discounts (for example -5% from 10 cases). These price lists sync from the cellar software nightly or in real time.

How do we handle exports to Germany?

The tax module (5,000 to 12,000 EUR) distinguishes UK and German customers, calculates duty and generates the e-AD data. For sparkling wine, it adds about 1.02 EUR of Schaumweinsteuer per bottle on the German side.

Are sales reps still useful?

Yes. Online orders are attributed to them, and the tablet app (4,000 to 8,000 EUR) lets them enter orders on visits. They then spend 25 to 35% more time on tastings and prospecting.

How long to launch the platform?

Plan 3 to 5 months, including 4 to 6 weeks for the cellar software connector. Launching before autumn tastings or year-end ordering maximizes adoption.

Let's scope your project. We price your B2B ordering platform (price lists, excise and e-AD, EN/DE site, cellar connector) in an indicative range of 30,000 to 60,000 EUR, with go-live in 3 to 5 months. Detailed quote within 48 h. WhatsApp +221 77 596 93 33.