The 30 second story
Ever tried running a wholesale business with systems that feel like they were built in the 1990s? Apex B2B has launched a new platform designed for mid-market wholesalers, distributors and manufacturers who want to modernise how they handle orders and customers. The company raised £1.3m to build what it calls an AI-enabled commerce platform for businesses caught between basic websites and enterprise systems that cost a fortune.
Why it matters
Most wholesalers and distributors are stuck with clunky systems that make taking orders, managing stock, and serving customers harder than it should be. Small systems cannot handle complexity, whilst enterprise platforms cost more than most mid-market businesses can stomach. This creates a gap where profitable companies struggle with outdated technology that slows everything down. The AI element here handles routine tasks that normally require manual work: processing orders, updating inventory, and managing customer requests. Instead of staff spending time on data entry and basic customer queries, the platform handles these automatically, freeing people up for work that brings in money.
What this means for your business
- Competition between commerce platforms is heating up, which means better features and pricing for businesses shopping around
- Mid-market wholesalers and distributors no longer need to choose between systems that are too basic or too expensive
- AI automation in order processing and customer management becomes standard, not premium
- The gap between what small businesses and enterprises can access shrinks, levelling the competitive field