Wholesale Handler
Fresho charges a setup fee plus a monthly subscription on order volume
Fresho's own wording is that you pay "a one-off set up fee, and a recurring monthly subscription based on average order volume and the solutions you need". There is no per-seat licence and no percentage of order value anywhere in the published material, so the subscription moves on two things only.
The first is how many orders a week you average. The second is which of three products you buy:
- Operations - picking and packing, inventory, delivery management, invoicing and reporting
- eCommerce - the buyer-facing portal customers order through
- OrderPilot - AI order entry, turning emails, texts, voicemails and purchase orders into draft sales orders for review
The commitment is annual. Fresho's produce, seafood and onboarding pages all carry the same line: a monthly subscription fee "(with an annual contract) based on order volume".
Fresho publishes a monthly floor and quotes everything above it
Fresho's pricing page states that "tailored pricing starts from US$499 monthly". That is the cheapest configuration on the cheapest volume, before onboarding, and it is the number a small wholesaler should plan against rather than the examples below.
Onboarding is sold separately as three one-off packages. Essential is US$999. Standard is US$1,999 and adds integration setup and code matching. Premium is onsite, quote-only, and puts a launch specialist in the building on go-live day.
Both worked examples sit at 400 orders a week or above
Fresho publishes two costed scenarios rather than a tier table.
Jamie's runs an existing ERP and takes no Fresho Operations, with AI Order Entry covering 20% of orders and eCommerce the rest. Neither example is a small business. Four hundred orders a week is eighty a day across a five-day week, and the stretch between that volume and the floor is the part Fresho leaves the reader to work out.
Small volume pays the worst rate per order
Dividing each monthly figure by the orders it covers turns the quote into something comparable. Orders a month is orders a week multiplied by 52 and divided by 12, and the 50-orders-a-week row takes the published floor as the quote, which is the best case.
The floor is what does it. US$499 is the bill however low the volume goes, so a wholesaler at 50 orders a week pays roughly four times what the 400-orders-a-week example pays per order, and eight times what the 1,000-a-week one pays. Fresho's rate per order improves with scale, which is the opposite of what a small supplier needs. Why is wholesale software so expensive? covers where a floor like that comes from.
Year one adds the setup fee to twelve months at the floor
Twelve months at the floor is $5,988. Add the cheapest onboarding package and the first year is $6,987. Year two onward is $5,988, since the setup fee does not repeat.
Wholesale Handler's Pro plan is $1,308 a year with no setup fee and no contract. At 50 orders a week that already works out cheaper per order than the rate Fresho charges a wholesaler doing eight times the volume.
Orderlion pricing runs the same arithmetic on Fresho's closest rival.
There is no free trial
Fresho's entry points are a demo, a savings calculator and a quote request. Capterra's listing records no free trial and no free version, with all three products quote-only. Combined with the annual contract, the first commitment a supplier makes is a year.
Wholesale Handler is free up to 3 customers, with no card, and cancelling a subscription is self-service.
Fresho does things Wholesale Handler does not
Fresho is fresh-produce-native and the depth is real. What the higher price buys, and Wholesale Handler does not sell:
- Delivery run management, proof of delivery and delivery tracking the customer can watch
- Card charging on agreed terms, with a failed payment rolling onto the next invoice. Wholesale Handler records a payment as a declaration by the customer and a confirmation by the merchant; it does not take the money
- Credit notes against an invoice already sent
- Xero and ERP integrations. Wholesale Handler exports invoice lines as CSV instead
- AI capture of orders that arrive by voicemail, text or PDF
- Separate sign-ins for colleagues. A Wholesale Handler account has one sign-in for now
A wholesaler running vans on routes, taking orders by voicemail and charging cards on account is buying something Wholesale Handler does not offer at any price.
What the flat fee covers
Per-customer price lists, standing orders with pause, skip and mid-schedule changes, a cutoff per delivery day, minimum order values, per-customer delivery days, packing slips, production schedules, catch weights recorded at pick that re-settle the invoice, invoices raised from processed orders, a public storefront, spreadsheet import for customers and products, and CSV export.
No per-user charge, no per-order charge, no commission, no setup fee and no tier to grow into. Affordable software for fresh produce wholesalers sets the field's entry prices side by side.
Fresho prices per region rather than converting
Fresho started in Australia in 2015 and now operates across Australia, New Zealand, the UK, Ireland, Singapore and the United States, with over 1,000 distributors and wholesalers on the platform. Two UK businesses joined the group in 2026 - Nation Wilcox, a wholesaler and food distributor, and Freshmetrics, a fresh-produce ERP.
Each region gets its own figures rather than a converted US price. The Australian page costs the same two examples at A$1,072 and A$1,742, which is not the exchange rate on either one. A UK or Australian reader should take the US numbers above as the shape of the model, not the quote.
