B2B commerce by sector

Your sector.
Your platform.

Fonda is the B2B commerce platform for SMEs with 30 to 300 employees. One platform for the webshop, customer portal, PIM, DAM and AI — adapted to how your sector really works.

+50%

more online sales on average

100k+

SKUs manageable

1 month

to a live platform

Which B2B sectors use Fonda?

Fonda was built for SMEs who want to serve their business customers online — without a patchwork of tools and no enterprise budgets. The platform bundles e-commerce, customer portal, product management (PIM), media library (DAM) and AI into one integrated solution that works as an extension of your ERP.

Based on the Belgian market structure, there are a number of sectors where SMEs with 30 to 300 employees benefit most from a B2B commerce platform: from machine builders with complex spare parts catalogues to food wholesalers with weekly repeat orders and facility suppliers with multi-location customers. Each sector has its own pain points — and Fonda solves them.

Industry & mechanical engineering

“Your customers are still calling for a part. That costs you more than you think.
Manufacturers and machine builders with dealer networks and aftermarket customers are replacing e-mail and telephone with a spare parts webshop with AI search and a dealer portal with customer-specific prices.
Spare parts can be ordered 24/7 by serial number
Dealers get their own login with their price
AI finds the right part by description
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Construction & building materials

“Contractors call you every day for an order. You fix it. But who will redeem you?
Building materials wholesalers and timber dealers provide contractors with a self-service ordering portal with project prices, quote approvals and a search function that works on large catalogues. Belsack proves it.
Customer-specific project prices automatically from ERP
Contractors order 24/7
Request & approve a quote without email chaos
Start for free

Electrical & HVAC wholesale

“Your catalog has 80,000 items. Your customer will find 3. That costs you turnover.
Electrical and HVAC wholesalers with large multi-brand catalogues provide installers with an AI-driven search function, a portal with their specific discount and technical sheets for all brands in one place.
AI searches by technical description or brand reference
Multi-brand specs in one standardized PIM
Installer discounts automatically from ERP
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MRO & industrial supplies

“Your customer is looking for a specific bolt. Your catalog has 200,000 items. The customer is calling.
MRO distributors are eliminating the phone as an ordering channel with AI description searches, quick ordering, and departmental budgets with automatic approval flows for higher orders.
AI identifies article based on description
Quick ordering via product code in the customer portal
Budgets by department with approval flow
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IT & technology distribution

“Your customer orders hardware, licenses and services. In three separate emails. To three different people.
IT distributors and VADs with complex product configurations, licensing models, and reseller networks are replacing fragmented order flows with a single platform with customer-specific catalogs, PEPPOL-ready billing, and a portal per reseller.
PIM manages specs, configurations, and compatibility data
Resellers get their own login with their margin and catalog
Peppol e-invoicing standard supported
Start for free

Food & beverage wholesale

“The same order round every week. Manually process every week. That has to be different.
Food and beverage wholesalers for the hospitality industry are digitizing their weekly order flow with personal reorder lists, automatic customer activation and a DAM for product photos and allergen sheets. Dupont Cheese preceded you.
Place a repeat order in one click
Inactive customers automatically activated
Sales orders on site on behalf of the customer
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Cleaning & facility management

“Your customer has 12 branches. Each branch orders separately. No one has an overview.
Cleaning and facility providers give customers with multiple locations a single master account with sub-accounts per location, automatic monthly orders, central billing, and direct access to safety information.
Multi-location
Monthly order is automatically ready for confirmation
Technical sheets can be downloaded 24/7 in the customer portal
Start for free

Agro & horticulture

“Seasonal orders are always late. And then the stock is gone.
Agro distributors and input suppliers digitize pre-orders per campaign, publish admission data and documents centrally, and manage multi-member cooperative customers via one master account.
Seasonal pre-orders with fixed delivery date
Admissions & sheets link directly to the product
Order cooperative members via their own sub-account
Start for free
Your sector has its own pain points — and Fonda solves them.

Everything you want to know about Fonda by sector

What sectors is Fonda suitable for?

Fonda is designed for Belgian B2B SMEs with 30 to 300 employees. The sectors where Fonda is most used are: industry & mechanical engineering, construction & building materials, food & beverages, electrical & HVAC, MRO & industrial supplies, IT and technology, agriculture & horticulture, food & beverages and cleaning & facility management.

How long does it take to implement Fonda?

average 1 month. The platform is quickly set up via standard configuration. The ERP connection runs via existing connectors for SAP, Business Central, AFAS and Exact. Product data is accelerated via AI enrichment in the PIM. This is followed by in-depth training so that your team gets off to a smooth start.

Does Fonda connect to my ERP?

Yes. Fonda has standard connectors for SAP Business One, SAP S4/Hana, Microsoft Dynamics 365 Business Central, AFAS and Exact. Other systems can be linked via API. The synchronization of prices, stock and customer data takes place in real time.

What does Fonda cost per month?

Fonda works with a fixed monthly price per moduleregardless of the number of users or the number of SKUs. No hidden costs when growing. You choose the modules — webshop, customer portal and customer loyalty — based on your needs. Check prices here.

What is the difference between Fonda and a regular webshop?

A regular webshop shows products with one price for everyone. Fonda is a B2B commerce platform: each customer has their own price, their own catalog and their own portal with order history, invoices and quotes. In addition, Fonda connects to your ERP in real time and offers AI support for product knowledge and customer activation — functionalities that a standard webshop does not have.

Kevin Braem, CEO Starring Jane en oprichter van Fonda

Curious about Fonda's impact on your organization?

Fonda Basic gives you a central place for all your product photos, datasheets, and specs. The foundation of your B2B webshop, for €0.

Start for free