Customer-specific pricing at scale
Customer-specific pricing, volume discounts, and trade agreements are core to wholesale. The platform surfaces these natively so buyers see their negotiated terms when logged in.
Industry
Wholesale eCommerce: Self-Service That Scales
Your customers already know what they want. Give them a B2B portal that handles pricing, ordering, and account management — connected to your ERP in real-time.
Fits with
How wholesale buying actually works
A wholesale buyer already knows the range and has a negotiated price. They are not there to be persuaded. Orders are repetitive and often large: the same or similar products, ordered weekly or monthly, sometimes across dozens of lines at once. The relationship is account-based rather than transaction-based, and pricing reflects that: customer-specific price lists, volume tiers, and trade agreements sit on top of a base list price, sometimes layered several deep.
Payment terms are usually invoice-based (30, 60, or 90 days) rather than card at checkout, which means credit checks and payment terms need to travel with the order back into the ERP. And because buyers order in volume, real-time stock accuracy matters more here than in most commerce: a customer who cannot tell whether 500 units are actually available will call the sales team instead of trusting the portal.
What this means for platform choice
The platforms Nordic Web Team works with for wholesale, Norce, Shopware, and Magento / Hyvä, all handle customer-specific pricing and B2B checkout, but the right fit depends on how many customer types need distinct pricing and access, whether wholesale needs to run alongside a consumer storefront on the same platform, and how deep the catalog and integration requirements go.
Read our B2B ecommerce for wholesalers guide for the implementation depth: quick-order and reorder mechanics, how price-list layering should actually be structured, real-time multi-warehouse stock, and the shipping scenarios (pallet freight, split deliveries) that come up specifically in wholesale.
Beyond the platform
A wholesale ecommerce project is rarely just a storefront and an ERP connector. The sales team's role shifts rather than shrinks: repetitive order-taking moves online, freeing time for new accounts and larger negotiations. Product data that has lived in the ERP for internal use often needs enrichment before it works as a browsable catalog. And because the whole point of the portal is trust, getting pricing and stock accuracy right matters more than any amount of UX polish.
Nordic Web Team works with wholesalers at this stage: when the commercial model, the ERP, and the customer base are already in place, and the question is how ecommerce should be built around them.
Relevant systems in this setup
These systems often show up when we plan ecommerce for this type of business. Use them as concrete tracks for CRM, payments, and ERP.
Strengths
Customer-specific B2B pricingRepeat ordering and self-serviceMulti-warehouse inventoryReal-time ERP sync via Junipeer
Business benefits
Repeat ordering and self-service
Distributors and resellers need to place repeat orders fast. Quick-order forms, saved carts, and order history reduce friction and increase average order value.
Inventory and logistics integration
Multi-warehouse inventory, order routing, and delivery tracking connect the storefront to your logistics reality via Junipeer.
ERP sync via Junipeer
Junipeer syncs products, pricing, stock, orders, and invoices with Fortnox, Business Central, and Visma.net in real-time.
Delivery approach
Junipeer syncs products, customer-specific pricing, inventory, orders, and invoices with Fortnox, Business Central, and Visma.net in real-time. Standard integration is already live.
Beyond the integration
The integration is only one part of the work. Platform choice, data quality, content, UX, QA, and the launch itself also need to be planned and delivered for the solution to work in practice.
1
Map the wholesale model
Review customer tiers, pricing logic, ordering patterns, and ERP dependencies.
2
Choose platform
Assess Norce, Shopware, and Magento against B2B depth, catalog size, and multi-market needs.
3
Connect pricing and orders
Junipeer connects your ERP. Customer-specific pricing, inventory, and orders sync in real-time.
4
Launch and expand
Go live with core ordering. Add features like quote management, approval flows, and delivery tracking in phases.
FAQ
Do we need a separate B2B portal, or can wholesale run through our existing store?⌄
It depends on how different your wholesale and consumer buying experiences need to be. If wholesale customers need fundamentally different pricing logic, product data, and checkout flows than consumer buyers, a shared backend with separate storefronts is usually the right approach. If the overlap between the two is high, customer-group-based pricing on a single storefront can be enough. This is a business decision as much as a technical one, and it's worth resolving before platform selection.
What changes for our sales team once wholesale ordering moves online?⌄
The role shifts rather than shrinks. Repetitive order-taking, the kind that dominates a sales rep's day with existing accounts, moves to self-service. That frees time for acquiring new accounts, negotiating larger deals, and managing key relationships that actually need a person. Most wholesalers we work with see sales productivity improve once the portal absorbs routine reordering, not sales headcount fall.
Can buyers place repeat orders easily?⌄
Yes. Quick-order forms, CSV upload for large orders, saved carts, and reorder-from-history are standard B2B features on Norce and Shopware. These capabilities are essential for wholesale buyers whose ordering patterns are repetitive and efficiency-driven.
Can we run wholesale and retail from the same platform?⌄
Yes. Shopware and Norce both support dual storefronts with separate pricing, catalogs, and checkout flows from a shared backend. The right architecture depends on how different the B2B and B2C buying experiences need to be and how much product and customer data overlap exists.
What payment methods do wholesale buyers expect?⌄
Wholesale is almost always invoice-based with 30, 60, or 90-day terms. Briqpay is purpose-built for B2B checkout with invoice, instalment, and credit scoring. Svea and Walley also offer B2B invoice options. The checkout needs to integrate with the ERP so payment terms and credit status are applied correctly per account.