Wholesale Handler
No price for any tier is written into the pricing page that B2B Wave's server returns. A script in that page looks up the visitor's country through an IP service and then writes a figure into the Pro and Scale columns, so two people reading the same URL from different countries see different numbers, and a crawler that does not run scripts reads one sterling pair sitting against Lite, Pro and Scale alike. That is why the review directories, which each pin a single dollar figure to the product, disagree with each other.
B2B Wave sets a separate Pro price for each market
The script holds one base amount per currency and derives Scale from it at 1.75 times Pro, truncated to a whole unit.
A visitor from any country outside those five groupings is served the US dollar price, and so is a visitor whose country lookup fails. New Zealand shares the Australian entry, so a New Zealand wholesaler is quoted in Australian dollars.
The figure shown first is the three-month introductory rate
After setting the price for a market, the script halves whatever it has just written and moves the full amount into a struck-through line above it. The large number on the page is therefore the discounted one, under the label "50% off your first 3 months". A UK reader sees £135 and pays £270 from the fourth month; a US reader sees US$175 and pays US$350. The small struck-through figure is the ongoing price.
B2B Wave publishes no Lite price a reader can rely on
The script fills only the Pro and Scale columns. The Lite column keeps the sterling amount written into the page when it was built, while the line naming the currency is replaced everywhere on the page at once, so a US visitor can be shown a pound figure with "USD/month" printed beneath it. The halving step that produces the introductory rate then applies to that sterling figure too, which leaves the number a UK reader is shown different from the one in the page's source. Nothing on the page states what Lite costs in US dollars, euros, Canadian dollars or Australian dollars, and the one sterling figure it does carry is not the one it displays.
Enterprise carries no figure in any market, only a request for a demo.
Every add-on is priced on request
Twelve add-ons sit below the plan table: extra users, extra products, extra price lists, onboarding support, a product feed URL, a priority support agreement, supplier access, a sandbox account, product translations, a new portal language, multiple warehouses and premium API support. Each one links to a form rather than a price, and the three that also appear as rows in the plan table carry no figure there either.
The unit is inconsistent between the two places the same add-on appears. The plan table sells extra products "per 5,000 additional products"; the add-on card lower down the page sells them at "a flat fee per 10,000 products". Neither states the fee. Why is wholesale software so expensive? covers what that pattern does to a budget.
Three directories match the vendor's own figure, and two do not
Trust Capterra, GetApp and Software Advice. US$350 is the exact base amount the vendor's own script holds for US dollars, and all three describe it as a flat rate rather than a per-user charge, which the script also confirms. G2's US$295 and Software Finder's US$395 match nothing on the pricing page, and Software Finder's answer section contradicts its own table on the same URL.
The pay-as-you-go tier is not on sale
SoftwareSuggest lists a pay-as-you-go plan at US$19 a month plus US$1 an order, alongside a Basic plan and an Enterprise plan, and stamps the whole set as updated in September 2026. Those three prices sit in the page's structured data as well as its visible text, so an assistant reading the page reports them as the current ladder.
B2B Wave's pricing page has no pay-as-you-go tier and no per-order charge on any tier. The only page on b2bwave.com that mentions one is a form confirmation telling the visitor that someone will follow up when the pay-as-you-go plan becomes publicly available. Whether it was withdrawn or was only ever announced, nobody can buy it today, and any per-order arithmetic built on that US$1 is arithmetic about a plan that is not for sale.
Unlimited orders, and no cut of order value
Every tier states 0% platform transaction fees, and orders, quotes and customers are all unlimited on all four. The trial runs 14 days and needs no card. What the tiers ration is capacity, and Lite and Pro ration it identically: both allow 20,000 products, 10 users and 20 customer price lists. Scale raises those to 100,000 products, 100 users and 100 price lists, and Enterprise sets them by negotiation. What separates Lite from Pro is the support level, order validation and shipping rules, custom reports, and how long customer activity and the audit trail are retained.
Wholesale Handler's Pro plan against B2B Wave's
Both are flat subscriptions with no percentage of order value, so what separates them is the sticker price and what the sticker covers. Every Wholesale Handler feature is on every plan, including the free one.
The capacity comparison runs the other way. B2B Wave's product and customer ceilings are far above Wholesale Handler's, so a distributor carrying thousands of SKUs or supplying more than fifty accounts is outside what Wholesale Handler's plans cover and inside what B2B Wave's Lite tier already allows. Orderlion pricing - what does it actually cost? covers another subscription-only vendor that charges nothing per order.
