Contents
An online B2B catalog shows each business customer the products, prices and documents that concern them, from a single source, usually the ERP. Allow $6,800 to $22,400 (€6,000–€20,000)excl. VAT depending on the connection to your data, PDF generation and whether ordering is included.
For many wholesalers, manufacturers and distributors, the catalog is still a PDF sent by email, an Excel file or a printed binder. It is wrong as soon as a price or SKU changes, and every customer gets the same version, even though their prices and range are different. A private online catalog solves this. Here is what it should contain, where the data comes from, and what it costs.
What to expect from an online B2B catalog
- Restricted access: each customer logs in and only sees what concerns them.
- Their prices and terms, calculated from your pricing rules.
- Their range: products listed for them, excluded products, substitute SKUs.
- Effective search: by SKU, keyword, technical attribute, with filters suited to your trade.
- Useful documents: technical sheets, instructions, safety data sheets, certificates.
- Availability, as a quantity or a simple indicator.
- Exports: customized PDF, file for the customer’s ERP, price list.
- Optionally, ordering, if you want the catalog to become a real portal.
Where the data comes from
This is the question that weighs most on the budget. An up-to-date catalog needs a single source.
| Source | Strengths | Limits |
|---|---|---|
| ERP | Reliable master data, prices and stock | Descriptions often thin, few images |
| PIM software | Rich, multilingual records, media | One more tool to maintain |
| Supplier files | Detailed technical data | Varied formats, irregular updates |
| Entry in the catalog’s back office | Easy for filling gaps | Avoid as the main source |
In most cases, I recommend a simple setup: the ERP provides SKUs, prices and stock; the catalog’s back office adds descriptions, images and documents. If your data is scattered, migrating your data from old software is often a prerequisite.
Personalized prices without errors
Showing the right price to the right customer is the most sensitive feature. Prices are calculated on the server for the logged-in customer, based on your price lists, discounts and net prices, and never exposed in bulk to the browser. Access rights are checked on every request, and automated tests verify that one customer can never see another customer’s prices or range. Your sales reps, on the other hand, can switch from one customer to another to see exactly what each of them sees. The logic of rules and their priority is covered in customer-specific prices, discounts and terms.
From catalog to ordering portal
Many projects start with a catalog, then add ordering once customers are used to it. It is a good way to proceed step by step, as long as it is planned from the start: accounts, permissions and prices are the same. Moving to a complete portal is described in the online ordering portal for wholesalers.
Budget and timelines
These ranges exclude VAT and cover a first version running in production, based on my public price list.
| Scope | What it includes | Indicative budget | Timeline |
|---|---|---|---|
| Focused private catalog | Customer accounts, search, product pages, documents, customer prices | $6,800 to $13,500 (€6,000–€12,000)excl. VAT | 1 to 2 months |
| Connected catalog | The above + ERP sync, stock, customized PDF | $13,500 to $22,400 (€12,000–€20,000)excl. VAT | 2 to 3 months |
| Catalog and ordering | The connected catalog + cart, orders sent to the ERP, history | $22,400 (€20,000)excl. VAT and up | 3 to 5 months |
In my estimator, a customer area counts for $2,800 (€2,500)excl. VAT, PDF generation $1,700 (€1,500)excl. VAT, each connection $2,300 (€2,000)excl. VAT and multilingual support $1,200 (€1,000)excl. VAT. The estimator calculates your range.
You still pay for hosting and storage for images and documents, usually modest.
When it is not the right choice
- A small, stable catalog. With a hundred or so SKUs and a single price list, a well-maintained PDF or an off-the-shelf B2B store is enough.
- Incomplete product data. An online catalog exposes the gaps. If thousands of records need filling first, plan that work before development, or start with a subset of ranges.
- An ERP that already offers a decent customer catalog. Test it before building.
- A budget under $6,800 (€6,000)excl. VAT, the floor for reliable business software.
How the project works
- A 30-minute call (free): your ranges, your customers, your data sources.
- Scoping (1 to 2 weeks): quick data audit, choice of the master source, fixed quote.
- Clickable mockups of search, product pages and the customer area.
- Development in batches: catalog and search, then prices and documents, then connection and export.
- Go-live, gradual opening to customers, three months of included support.
The catalog is built on the same foundation as the client portal.
Frequently asked questions
Can an online catalog replace our printed catalog?
Largely. The online catalog is always up to date, and the tool can generate a customized PDF on demand, by customer or by product range, for those who still want a document to print or forward.
Do we need product information management (PIM) software?
Not always. If the ERP holds clean data and marketing descriptions remain limited, the catalog can be fed directly from the ERP. A PIM becomes useful when product records are rich, multilingual and published on many channels.
Can prospects browse the catalog?
That is up to you. Part of the catalog can be open without prices, for search engines and prospecting, while prices, stock and documents are reserved for logged-in customers.
How do you handle several languages?
Labels and descriptions are stored per language, and the interface adapts to the logged-in customer. Multilingual support counts for about $1,200 (€1,000)excl. VAT in my estimator, not including content translation.