At Neon, we believe the best opportunities often lie in overlooked and underserved markets. And it is found by entrepreneurs who keep their ear to the ground, understand their customers deeply and leverage technology to push the boundaries of what’s possible.

To understand the daily challenges that wholesalers experience, the founders of WizCommerce hopped on a plane and spent over 45 days traveling all across the U. S. Visiting cities most people wouldn’t even think of as tech hubs. Gallup, New Mexico. Jackson, Mississippi. Dalton, Georgia.

They found that every wholesaler and distributor in the US is stuck in a tech nightmare.

COVID-19 had completely changed B2B buyer’s expectations. Buyers wanted an omni-channel personalised experience. They now wanted to be able to shop online, through their reps and in-person.

As wholesalers scrambled to enable this experience, they found themselves stuck in a world of outdated software tools and heavy customisations.

Imagine trying to run your entire business with 15 or more separate software tools. Most of which are outdated, lack support, and with UX stuck in the 90s.

None of the existing options were built for how complex wholesale is. A wholesale business handles complex pricing structures (bulk discounts, customer-specific pricing, seasonal variations), intricate shipping logistics, and approval workflows that are not experienced by a B2C retailer.

It’s not just an inconvenience. As these disconnected systems don’t talk to each other, data gets stuck in silos and insights are lost which leads to missed opportunities, and ultimately lost money.

When wholesalers try to adapt existing solutions, it gets expensive fast. Both in terms of time and money spent.

Take Salesforce – businesses spend $150K-$200K trying to customize it for their needs, only to find their sales team barely using it because it doesn’t match how they actually work.

Or Magento – where it takes on average 100s of thousands of dollars and 18-24 months to launch a wholesale website, with the output still being subpar.

Or e-commerce – platforms like Shopify and WooCommerce require extensive (and expensive) modifications to handle even basic wholesale operations like tiered pricing or customer-specific catalogs.

None of these platforms could handle the complexities of B2B wholesale right out of the gate.

Software instead of being a growth lever turns into a deadweight around the neck.

And the surprising thing is that it’s not a small market. This massive wholesale market spans categories from home décor and furniture to specialty foods, groceries, and general merchandise with ~100K businesses and ~$2T GMV. One of the largest underserved verticals in the US.

It was clear that there was a real need for a specialized solution.

WizCommerce founders decided to go back to the drawing board. They built something completely new. Rather than trying to modify existing B2C solutions, they’ve set the standard for what wholesale software should be.

WizCommerce’s solution is a full-stack SaaS platform built specifically for wholesalers, which leverages AI to increase adoption, automate busy work and glean insights.

It’s the system of record that houses all the critical data. Products, inventory, customers, orders, invoices. It’s all there. It’s all connected.

It has everything a modern wholesale business needs: a B2B e-commerce platform, field sales tools, showroom POS systems, and B2B-specific payment processing, all working together seamlessly.

All of them have embedded AI agents that automate manual tasks. This helps in rapid adoption as well since in the wholesale industry many employees aren’t tech-savvy, and there’s often resistance to adopting new tools.

Let’s start with their field sales app, WizOrder. Imagine you’re a sales rep, you’re out on the road, visiting customers, taking orders. In the past you’d be lugging around catalogs, and order forms. Lots of paperwork, lots of back and forth. Not very efficient.

But with WizOrder, a sales rep can access real time inventory data, create quotes on the spot, place orders instantly, and even process payments securely. And in moments when a customer wants to order something that’s out of stock? That’s where the AI comes into picture. It can instantly suggest alternative products based on the customer’s order history and preferences. So the rep doesn’t have to scramble to find a replacement. Or disappoint the customer.

AI is much more than automating tasks. It’s about driving real business impact and boosting the bottom line. With WizAI sales teams save 3-4 hours daily while generating 15-20% more orders.

Customers using WizCommerce’s website platform see 20-30% revenue increases and a 50% reduction in support queries. Their AI recommendations now drive 15% of revenue for sales reps.

This makes WizCommerce an easy Yes for businesses. In 15 months they have reached $1M ARR. And as businesses start using WizCommerce, they keep expanding their usage. WizCommerce’s Net Revenue Retention stands at 170% meaning most of their accounts are doubling in size.

At Neon, we strongly believe that the future of SaaS is hyper verticalization. And this future will be built by founders who truly understand customers’ pain points, market dynamics and have the courage to build bold and innovative solutions. Read how Merlin is transforming construction and Pienomial is revolutionizing pharma.

What excites us most about WizCommerce is how they’re fundamentally changing an industry that’s been left behind by the tech revolution. They’re reimagining how wholesale businesses can operate in an AI-first world.

We are proud to be part of Divyaanshu and Vikas’s journey in transforming B2B commerce. We believe that with WizCommerce they are not just building a solution but the future of wholesale trade.