Wholesale Handler
FlexiBake vs Wholesale Handler
FlexiBake is a bakery ERP that's been around since 2005. It covers production planning, recipe management, inventory, food costing, nutritional labeling, delivery routing, and wholesale ordering - a full manufacturing system for bakeries.
Wholesale Handler does one thing: lets your wholesale customers place orders themselves.
If you're running a production bakery and need end-to-end manufacturing software, FlexiBake might make sense. If you just need to stop taking wholesale orders by phone and email, you're paying for a factory management system to solve an ordering problem.
Pricing comparison
FlexiBake's online ordering portal is included from their Base tier. But the per-user fees add up fast:
$495/month (Corporate)
$175/month (Corporate)
$845/month (Corporate)
$495/month (Corporate)
$175/month (Corporate)
$845/month (Corporate)
That's just the software subscription. FlexiBake's implementation typically takes several months, and training costs range from a few hundred to several thousand dollars per employee.
FlexiBake prices last verified on 20 May 2026.
The per-user problem
Most bakery software charges a flat rate. FlexiBake charges per user on top of the base price.
If you have someone taking orders, someone managing production, and an owner checking reports, that's 3 users. On the Base plan that's $585/month.
Wholesale Handler has no per-user fees. $109/month covers your whole team - share access with as many staff as you need.
What FlexiBake does that we don't
FlexiBake is a full manufacturing ERP. It offers a lot that Wholesale Handler doesn't:
- Production planning and batch scheduling
- Recipe management with yields and scaling
- Food costing (auto-updated daily)
- Inventory management with real-time ingredient monitoring
- Nutritional analysis and labeling (FDA, Health Canada, EU compliant)
- Lot tracking and instant recalls
- Warehouse management and cold storage
- DSD driver app for delivery routes
- QuickBooks, Xero, and Sage integration
- EDI compatibility
If you need to manage your entire manufacturing operation in one system, FlexiBake does that. Wholesale Handler doesn't try to.
What Wholesale Handler does differently
Self-service, no implementation project
FlexiBake implementation typically takes several months. Reviewers note a steep learning curve, especially for non-technical users, and settings that can be buried in the UI.
Wholesale Handler has a live demo you can try in 30 seconds. No sales call, no implementation project, no training sessions. Sign up, add your products, invite your customers.
No per-user fees
FlexiBake charges $145-$175 per additional user per month. Add a new staff member and your bill goes up.
Wholesale Handler charges one flat price - $109/month. Share access with your whole team at no extra cost.
Built for the actual problem
Most wholesale bakeries have 10-50 regular customers who order the same things every week. The problem isn't recipe costing or lot tracking - it's the hours spent taking orders by phone, text, and email.
Wholesale Handler solves that one problem. Your customers get a portal where they order themselves. You get a dashboard showing what's been ordered.
One install for everyone
FlexiBake splits mobile across multiple products - a browser-based customer portal, a separate "MetriX DSD" driver app for deliveries, and an iPad-only Foundation Order Entry app for staff. Different surfaces, different installs, different feature sets.
Wholesale Handler is one app for everyone. Merchants and customers can install it directly to their phone's home screen on iPhone or Android (no App Store), and it opens in its own window like a native app. Same screens, same install, no per-role variants.
Standing orders that fire themselves
FlexiBake supports standing orders, but the workflow is batch-fire - you click a button and the system "generates hundreds in seconds". The cadence is daily, weekly or monthly only, with no fortnightly or three-weekly option and no first-class skip or pause primitive.
Wholesale Handler treats standing orders as a first-class feature. A customer (or you on their behalf) picks a weekly, fortnightly, three-weekly or four-weekly schedule, and each occurrence is generated automatically at your cut-off time. Pause to a specific resume date or pause indefinitely, skip a single occurrence, or edit any line at any time. Up to 10 active per customer, with an optional minimum-spend override per schedule.
Three days before each order, the customer gets a preview email with the line items at today's prices, a one-click "Skip this order" link that doesn't need a login, and a link to edit the schedule. If they do nothing, the order fires automatically at the cut-off - no "remember to approve" friction, no surprise price changes.
Feature comparison
FlexiBake wins on breadth - it's a full manufacturing ERP. Wholesale Handler wins on the one workflow that actually saves you time every week.
Who should use FlexiBake
- You need a full manufacturing ERP, not just an ordering system
- You need recipe costing, nutritional labeling, or lot tracking for compliance
- You manage inventory across multiple warehouses or facilities
- You need DSD delivery management with a driver app
- You have the budget for $585+/month and a multi-month implementation
Who should use Wholesale Handler
- Your main problem is taking wholesale orders by phone and email
- You have 10-50 regular customers with recurring orders
- You want customers to order themselves without training them on complex software
- You want to be up and running today, not after a months-long implementation
- $109/month fits your budget better than $585/month
- You don't want your bill to go up every time you add a team member
The scope argument
FlexiBake is a manufacturing ERP. Wholesale Handler is an ordering portal. Different tools for different problems.
If you need everything FlexiBake offers - production planning, recipe costing, lot tracking, nutritional labeling, warehouse management - it might be worth the price. But most wholesale bakeries don't need a factory management system. They need to stop copying orders from texts into spreadsheets at 11pm.
That's a $109/month problem, not a $585/month problem.
