Worked example: online store of a professional pastry moulds and tools maker selling to bakers in Amsterdam in 2026

The verdict in three sentences

For a professional pastry tools maker selling to bakeries, chocolatiers and hospitality schools across the Benelux, a B2B online store with trade accounts, net prices and quick reorder pays back in 12 to 24 months once it captures 20 to 45 % of trade orders. Most of the return comes from order handling time saved and fuller baskets driven by clear technical sheets, not from brand new customers. The worked example below follows a fictional but representative company, Amstel Bakeware Pro, which is not a real client.

Starting point: Amstel Bakeware Pro before the store

Amstel Bakeware Pro (fictional) makes stainless steel rings and frames, entremet moulds, perforated baking mats and custom tools in a workshop north of the IJ. It turns over 2,400,000 EUR with trade customers through 5,000 orders a year at an average of 480 EUR. Orders arrive by phone, by email with a PDF order form and at trade fairs. Each one takes 16 minutes to process: checking the item, size, material, agreed price and stock. Bakers in Utrecht, Antwerp or Luxembourg often call just to confirm a ring diameter.

The project: budget, scope and timeline

Scope: approved trade accounts, net prices per customer, quick order by SKU, one click reorder, technical sheets, iDEAL and cards for small buyers, 30 day invoice terms for known accounts, Dutch and English content, parcel delivery across the Benelux via a national carrier and order export to the ERP. The 28,000 EUR budget sits within a 2026 market ballpark of 18,000 to 45,000 EUR. The project takes 4 months, including 5 weeks of product photography.

As a nearshore benchmark, Kolonell's prices are 3,050 to 5,340 EUR (2,000,000 to 3,500,000 FCFA) for a Premium ecommerce site, with the 50 to 500 product ecommerce option at 760 EUR, the customer account option at 230 EUR and multilingual at 110 EUR per language. Net prices per customer with ERP sync move the project into the medium application bracket, 6,100 to 10,670 EUR.

Results after twelve months

Trade traffic reaches 5,200 sessions a month and B2B conversion settles at 2.8 %, inside the 1.5 to 4 % market range: about 146 orders a month, 1,750 a year, or 35 % of trade orders.

Ramp up is gradual, so the first 12 months deliver about half the run rate, around 27,500 EUR, against 34,000 EUR of cumulative cost. Break even lands around month 14 after launch.

Mini case study

Illustrative example within the same case: a bakery in Haarlem that ordered 4 times a year by phone at 400 EUR moves to 6 online orders of 380 EUR thanks to one click reorder. Its annual spend rises from 1,600 to 2,280 EUR, 680 EUR more. Across 45 customers following that pattern, that is 30,600 EUR of extra revenue, a large share of the 4 % uplift.

FAQ

What conversion rate should a B2B pastry tools store target?

A 2026 ballpark is 1.5 to 4 % on trade traffic, higher for logged in customers who come back to reorder. Anonymous visitors convert far less.

Should we show list prices or net prices?

Both: list prices for visitors, net prices after login for approved accounts. It adds 1 to 2 weeks of build but removes most price check calls.

How do iDEAL and invoice terms work together?

Small buyers pay upfront with iDEAL or a card, approved accounts pay on 30 day terms with a credit limit. Expect 70 % or more of trade revenue to stay on invoice.

How do we avoid competing with our distributors?

Keep certain ranges and prices distributor only, or route consumers to stockists. A clear rule set at launch avoids most friction.

What does the store cost to run each year?

In this example, 6,000 EUR a year for hosting, support and payment fees. Kolonell's maintenance plans run from 53 to 183 EUR per month.

Let's scope your project. Send us your SKU count, average trade order and ERP, and we will price your B2B store with budget, timeline and a payback projection. Detailed quote within 48 h. WhatsApp +221 77 596 93 33.