Simplisales Drives E-Commerce Growth for B2B Retailers

Simplisales, a UK startup, was born from founder Ihsan Diskan’s experience in e-commerce, particularly in Turkey and London. Diskan observed that while online shopping has created various benefits for retailers, such as an expanded reach and 24/7 accessibility, many B2B businesses lacked the tools for efficient digital transformation. The startup emerged from a side project in 2019 when a London food wholesaler approached Diskan for a B2B retail e-commerce app. Although Diskan initially viewed it as a one-off project, the demand grew, especially after the pandemic in 2020 highlighted the need for digital ordering solutions among wholesalers who relied on outdated systems and manual processes.

The demand continued, and Diskan soon saw a significant gap in the market. He recognized that B2B ordering needs were vastly different from B2C, with average B2B order values reaching around €830—20 times higher than those of a typical Amazon order. As Diskan put it, many wholesalers with high turnovers relied on phone calls, WhatsApp messages, and sales reps to manage orders rather than having any online system in place. Seeing this as a missed opportunity, Diskan hired a developer to create a specialized B2B e-commerce platform integrated with ERP software, addressing the unique challenges of wholesalers and providing a streamlined, digital solution for managing large-scale orders.

By 2022, after creating a minimum viable product (MVP) and securing initial customers, Simplisales attended the Food & Drink Expo in the UK to gather direct feedback from wholesalers. Diskan discovered that most wholesalers were dissatisfied with their ERP providers, who often lacked cloud-based, mobile-friendly solutions. Only 8% of wholesale orders were processed online, pointing to a large untapped market. Diskan saw that these businesses, despite having rich data histories, lacked essential insights like customer segmentation and demand forecasting, which could be addressed with a more modern, AI-driven approach.

Simplisales is an AI-powered commerce platform designed to streamline the B2B ordering process for wholesalers, retailers, and manufacturers. The platform integrates directly with various ERP systems, providing a custom-branded app and website that allow customers to place orders anytime, from any device. Through its no-code ERP integration, Simplisales facilitates real-time order processing, delivering a seamless experience that has already attracted attention from investors, including a €100,000 investment from Startup Wise Guys.

The company has also seen significant traction due to its customer-focused approach. Simplisales has acquired many of its clients through word-of-mouth referrals, which Diskan attributes to the platform’s ability to address industry-specific pain points effectively. Clients are even willing to replace their existing ERP systems with Simplisales due to its superior integration, flexibility, and ease of use. With a clientele that includes major wholesalers generating up to €100 million annually, Simplisales is positioning itself as a transformative player in the B2B space.

Simplisales distinguishes itself by offering more than just a transaction platform; it fosters deeper relationships between businesses and their customers. By integrating with systems like QuickBooks, Xero, and SAP, Simplisales ensures that its app and website reflect up-to-date data, reducing the need for manual input and minimizing errors. This real-time synchronization results in accurate pricing, inventory tracking, and effective customer management. Additionally, retail prices can be tailored to individual suppliers or customers and accessed via a secure login, providing a level of privacy not typically found in B2C models. This approach has resulted in a 12.5% average sales increase per retailer on the platform, helping clients retain customers and reduce churn.

Since its inception, Simplisales has grown to a team of 10 and achieved over €20 million in cumulative Gross Merchandise Volume (GMV), with €1 million in GMV recorded last month alone. The company’s rapid growth is driven by its ability to tap into the vast potential of the B2B wholesale market, with over 100,000 wholesalers in the UK and 600,000 in the US. Looking forward, Simplisales plans to launch a marketing add-on for wholesalers and enhance its AI-driven features to support cross-selling and upselling, catering to businesses that operate both online and offline.

Simplisales stands as a testament to the impact of addressing the unique challenges of B2B retailers. By recognizing and adapting to their specific needs, Simplisales aims to redefine B2B sales and empower businesses to thrive in an increasingly digital world.