B2B webshop with customer-specific prices
Your customer expects Coolblue. They have to email you now. Give your B2B customers their own webshop — with their personal negotiated prices, real-time stocks and direct ERP connection.
Trusted by these B2B companies
Your sales team spends half the day typing in orders
Customers call for every order
Your sales team manually processes hundreds of orders per week. Each order takes 10—15 minutes and increases the risk of errors.
Every customer has different prices — but your system doesn't know
Negotiated discounts and customer-specific rates live in spreadsheets or in the minds of your salespeople. Mistakes are inevitable.
Customers want to be able to order 24/7
Your customers expect the same experience as their favorite webshop — but you can only be reached during office hours.
What SMEs notice after three months of B2B webshop
Not a generic e-commerce platform that you have to configure for months. Fonda is specifically built for B2B companies with complex pricing structures — and will be up and running within weeks.
online orders
Customers can see their order history and reorder in 2 clicks — without contacting your team.
calls and mails at the office
Customers view their invoices, delivery status and history themselves.
orders possible
Ordering outside office hours, including via smartphone
Pricing errors
Orders land directly into your ERP. No double entry, no sync issues. Connection with Exact, SAP, Business Central and more.
more reorders
Klanten zien hun bestelhistorie en herbestellen in 2 klikken — zonder jouw team te contacteren.
Prijsfouten
Orders landen direct in je ERP. Geen dubbele invoer, geen sync-problemen. Koppeling met Exact, SAP, Business Central en meer.
“Our new webshop is really a world apart from the previous one — fresh, user-friendly and completely up to date.”
Team Belsack
A Belgian family business specializing in the sale of wood and related building materials.
Everything a B2B buyer needs online
No features you'll never use. Only what B2B buyers really need to order smoothly and independently.
Customer-specific prices
Each customer only sees their own negotiated rate. Others see nothing. Automatically synchronized from your ERP or price list.
Also for “analogue” customers
So easy to use that anyone can get started with it. No technical knowledge required.
Multiple order roles
Ordering person, approver, budget holder — set the appropriate rights per user. Perfect for companies with internal approval flows.
Quotation functionality
Customers request a quote, you approve, they convert to an order with one click. No more email traffic.
How to really compare
Why do SMEs in Belgium choose Fonda as B2B webshop software?
Fonda is a B2B Customer Enablement Platform, specifically developed for SMEs with 20 to 300 employees, active in the Belgian and European markets. Unlike generic e-commerce platforms such as Shopify or WooCommerce, Fonda is built for the complexity of B2B sales: customer-specific pricing, multiple user roles per company, quote processes, and ERP links.
Fonda stands out on three points:
B2B logic from the start no B2C platform with B2B plugins on top. Customer-specific prices, volume discounts and customer groups are ingrained in the core of the platform.
Rapid deployment for SMEs no months-long implementation process. Fonda was set up to get SMEs up and running quickly, with assistance in migrating from phone and mail to online ordering.
Your representatives become more valuable Fonda takes over the routine work of order taking so that your sales team can focus on relationship building, advice and upselling. The web shop doesn't replace people — it empowers them.
Frequently asked questions about B2B web shops
These are the questions we hear the most from B2B companies that are considering switching.
No, Fonda works with fixed prices, regardless of the number of users or the number of SKUs. So no surprises. Check prices here.
A B2B webshop with customer-specific prices is an online sales environment for business customers where each logged in customer automatically sees their own, negotiated price — including volume discounts and customer group rates. This is fundamentally different from a regular webshop, where everyone sees the same price. Fonda retrieves the price agreements directly from the ERP, so that every customer always sees the right price without manual corrections.
A regular (B2C) webshop shows all visitors the same price and product range. A B2B webshop works with logged in business customers who each see their own price, product range and payment arrangements. In addition, a B2B webshop supports functions that B2C shops do not have: multiple user roles per company (orderer, approver, budget holder), payment by invoice with payment terms, requests for quotes and connection to an ERP system.
With an ERP connection, the B2B webshop synchronizes with the company's ERP package in real time. Customer data, inventory information and incoming orders are exchanged automatically — without double entry. Fonda integrates with the most used ERP packages in the Belgian and Dutch markets. Learn more about ERP integrations here.
This is the most common concern — and almost always unjustified in practice. Business customers quickly switch to online ordering as soon as they see a simple environment with their own prices and history. One click to repeat the last order is easier than calling.
Fonda has a free starter version (Fonda Basic) without a subscription or obligations. In doing so, you lay the foundation of your B2B webshop. To sell effectively online, paid subscriptions are available. Check out the full prices on the prices page.
Yes. Fonda is used by SMEs in wholesale, technical distribution, food & beverage and related sectors. Features such as rapid reordering, volume discounts, bulk orders and ERP integration are specifically designed for the wholesale context with fixed customer relationships and customer-specific price agreements.
Yes. Fonda has built-in DAM and PIM modules for product data management. We import your existing data from your existing systems or Excel files and ensure a clean launch.
Start with the basics.
Build from there.
Fonda Basic is free and immediately gives you a central place for all your product data and digital assets. You can take the step to a complete B2B webshop with customer-specific prices when you are ready.
Built specifically for Belgian SMEs with 20—300 employees · Support from Ghent