Rebuilding the least glamorous corner of commerce
Divyaanshu Makkar runs a company most people will never see and use every day without knowing it. WizCommerce, the business he co-founded and leads as CEO, sits behind the wholesalers, distributors, and manufacturers that move home decor, lighting, furniture, gifts, and general merchandise from factories to store shelves. It is an AI-powered platform that replaces the spreadsheets, paper order forms, and trade-show chaos those companies have relied on for decades. The pitch is simple: give sales teams one system that handles the whole job, then let software do the parts nobody enjoys.
Today WizCommerce reports more than 700 sales reps and over 300,000 buyers running on the platform, with 100-plus companies as customers. In August 2025 the company raised an $8 million Series A led by Peak XV Partners, with Blume Ventures, Z47, and Alpha Wave taking part. That round pushed total funding to roughly $13.5 million. For a company selling into an industry that rarely makes headlines, the investor list reads like a vote of confidence that wholesale is a market worth taking seriously.
From consultant to investor to founder
Makkar's route to WizCommerce ran through the two disciplines that shape a lot of B2B software founders. He trained as an engineer at the Indian Institute of Technology in Delhi, then earned an MBA at the University of California, Berkeley's Haas School of Business. In between and after, he spent years at EY-Parthenon working on digital transformation projects across roughly 20 countries - the kind of work that teaches you how differently businesses operate once you leave the demo and look at the messy reality.
The formative chapter came at Bessemer Venture Partners, where he worked as a technology venture investor focused on SaaS and edtech across India and Southeast Asia. There he studied how vertical software companies like Shopify and Toast had reshaped entire industries - retail and restaurants respectively - by giving one type of business every tool it needed in a single place. That pattern stuck. When he looked at wholesale and saw no equivalent, the gap became a company.
The pivot that worked
WizCommerce did not arrive fully formed. The company started in 2020 under a different name, SourceWiz, before pivoting toward the AI-powered sales focus it has now. That change of direction turned out to be the moment it found its footing: the company reached $1 million in annual recurring revenue within five quarters of the pivot. The lesson Makkar took from it is the one every good operator repeats - listen closely to the customer, then move fast when the signal is clear.
What customers were signaling was frustration with fragmentation. A distributor might run its catalog in one tool, take orders on paper at trade shows, chase payments through email, and reconcile everything in spreadsheets. WizCommerce's answer is to fold all of that into a single operating system, then layer AI on top so the busywork shrinks. The company reports having delivered more than $3.5 million in operational savings across its customer base.
What comes next
The Series A money is pointed at two things: deeper AI investment and expansion in the United States, alongside hiring across sales, marketing, product, and engineering in both India and the US. In late 2025 the team launched Ella AI, an order and quote automation product, part of a widening set of AI assistants that also includes a sales copilot named Kai. The direction matches the quote Makkar keeps returning to - a world where orders write themselves and reps spend their time on relationships instead of data entry.
Recognition has followed the work. In 2023 Makkar was named to the Forbes 30 Under 30 list. But the more telling detail is the market he chose. Plenty of founders chase whatever category is fashionable. Makkar picked an old, unglamorous, and enormous slice of the economy, then set out to give it the kind of software that reshaped retail and restaurants before it. If the bet lands, most people still will not see WizCommerce. They will just notice that the wholesale world got a little faster.
In His Own WordsPersonality & approach
Colleagues and investors describe a founder who builds backwards from customer pain and reasons about markets the way an investor does - looking for the pattern that turned a niche tool into an industry standard. His traits, as reflected in how he talks about the business: