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

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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

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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

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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

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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 & EU B2B SMEs with 20 to 300 employees. The sectors where Fonda is most commonly used are: manufacturing & mechanical engineering, construction & building materials, food & beverage, electrical & HVAC, MRO & industrial supplies, IT & technology, agriculture & horticulture, and cleaning & facility management.

How long does it take to implement Fonda?

On average, 1 month. The platform is set up quickly using standard configuration. The ERP integration runs through existing connectors for SAP, Business Central, AFAS, and Exact. Product data is enriched via AI in the PIM. This is followed by thorough training to ensure 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 connected via API. Synchronization of pricing, stock, and customer data happens in real-time.

What does Fonda cost per month?

Fonda works with a fixed monthly fee, regardless of the number of users or the number of SKUs. No hidden costs as you grow. View our pricing here.

What is the difference between Fonda and a regular webshop?

A standard webshop displays products with a single price for everyone. Fonda is a B2B commerce platform: every customer has their own pricing, their own catalog, and their own portal with order history, invoices, and quotes. Furthermore, Fonda integrates in real-time with your ERP and offers AI support for product knowledge and customer activation—features that a standard webshop lacks.

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.

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