Wholesale is one of the largest and least digitized parts of the global economy. Trillions of dollars in goods move every year from manufacturers to distributors to retailers - and a striking amount of that trade still happens over email threads, printed catalogs, PDF price lists, and orders scribbled by hand at trade shows. WizCommerce is a company built around a single, unglamorous observation: the software wholesalers actually use has never matched the way they actually sell.
Founded in 2020 in Bengaluru - originally under the name SourceWiz before a pivot and rebrand - WizCommerce set out to build an AI-native platform for wholesalers, distributors, and manufacturers. Rather than adapt a retail ecommerce tool for business buyers, the company designed for wholesale's particular mess: customer-specific pricing, bulk ordering, credit terms, sales reps in the field, and back offices that live inside ERP systems like NetSuite and QuickBooks.
What the company actually does
At its core, WizCommerce unifies the scattered pieces of a wholesale sales operation into one system. A distributor can run a self-service buyer storefront, equip field reps with a mobile order-taking app, generate product photography and catalogs, and collect B2B payments - without stitching together four different vendors.
The connective tissue is AI. The platform can ingest orders from emails, PDFs, spreadsheets, scanned documents, voice notes, and even handwriting, then convert them into structured orders. That matters because wholesale orders rarely arrive in a tidy format. They arrive however the customer felt like sending them.
An assistant called Kai acts as an AI co-worker for sales teams, building carts and generating quotes on command. Separate AI tools handle order entry, quote automation, and sales insights - the repetitive tasks that quietly consume a rep's week.
The company reports processing more than $100M in gross merchandise value annually across categories including furniture, home furnishings, rugs and textiles, eyewear, gifts, industrial goods, and food and beverage.
Who uses it, and the problem it solves
WizCommerce says it supports 100+ wholesalers and distributors, 700+ sales representatives, and 300,000+ buyers. Named customers include rug-and-textile brand Jaipur Living, furniture company Zuo Modern, and Antique Curiosities. The through-line among them is a sales motion that mixes in-person reps, trade shows, and online ordering.
The problem is time. A sales rep at a trade show might write dozens of orders on paper across three days, then spend a weekend re-entering them into an ERP. WizOrder, the company's rep app, captures those orders offline and syncs them automatically - the company says it saves reps 5+ hours per event. Customers cite concrete gains: Antique Curiosities reported a 20% revenue increase, Zuo Modern 30%, and one customer, Zia Pia, reported saving roughly 10 hours per person each week.
How it differs from the alternatives
The B2B commerce category is not empty. Competitors and adjacent tools include Pepperi, Handshake (owned by Shopify), SimplyDepo, Perenso, Cin7, and broader platforms like NetSuite, Odoo, and BigCommerce. WizCommerce's argument for difference rests on two claims: that it is AI-native rather than AI-bolted-on, and that it is purpose-built for ecommerce-first wholesale rather than repurposed from retail or CPG software.
Practically, that shows up as native ERP integrations - the company highlights a NetSuite connection that needs no middleware - and a promise of going live in under 30 days. For a mid-sized distributor wary of a year-long software rollout, implementation speed is often the deciding factor.
Business model and the people behind it
WizCommerce operates as a B2B SaaS subscription, priced by business size and the modules a customer uses, with reported pricing that starts around $500 per month. Embedded payments through WizPay add a second revenue stream tied directly to transaction flow.
The founding team is three IIT alumni - Divyaanshu Makkar (CEO), Vikas Garg, and Mayur Bhangale - all named to Forbes 30 Under 30 in 2023. Makkar previously worked at Bessemer Venture Partners and EY-Parthenon and holds an MBA from Berkeley's Haas School of Business. In August 2025, the company raised an $8M Series A led by Peak XV Partners, with Blume Ventures, Z47, and Alpha Wave participating - capital earmarked largely for expansion in the United States, where it now operates offices in San Francisco, Dover, and Washington D.C.
Whether WizCommerce becomes the default operating system for wholesale is an open question. What is clear is the size of the gap it is aiming at: an enormous, fragmented market that modern software has mostly ignored, now being asked to run on AI.