AI agents for Wholesale Distribution: B2B orders with price lists, credit lines and thousands of SKUs on WhatsApp

An industrial tools and supplies distributor carries 18,000 SKUs and 4,500 active customers: hardware stores, building-supply yards, repair shops, contractors and tradespeople.

The telesales call center has seven people handling 250 calls a day, about 35 per person.

Technical inquiries (dimensions, equivalences, compatibility) eat up half that time.

With Sellium, the customer sends "I need a 12mm SDS Plus carbide drill bit" over WhatsApp and gets, in seconds, the exact SKU with stock, net price (professional list) and pickup or delivery options.

The call center is freed up for complex accounts and advanced technical questions.

Picture a pharmaceutical distributor that supplies 1,200 pharmacies across the provinces.

Pharmacies place orders at the last minute because they build their daily order based on consumption.

Without an agent, orders arrive by phone or email and are entered manually into the ERP the next day, with frequent EAN errors.

With Sellium, the pharmacy writes its product list over WhatsApp (by active ingredient, brand or EAN), Sellium checks warehouse availability, applies the current list for that pharmacy, validates the credit account balance, confirms the order and loads it into the ERP with an order number ready for picking.

The invoice captures batch and expiration data to meet pharmaceutical traceability requirements and regional equivalents.

Consider a cash-and-carry wholesaler that welcomes merchants and tradespeople at physical branches, where regular customers put together their order the day before to pick it up, usually by phone.

With Sellium, the merchant sends their usual order over WhatsApp, Sellium applies the current price list, checks stock at the selected branch, generates a pickup number and sends the customer a QR ticket to go straight to the register the next day.

The goal is to drastically cut the customer's time in the branch.

The model applies to wholesalers like Makro, Vital or a regional Costco.

A hardware and networking importer-distributor serves 800 resellers and integrators with multi-brand stock (Cisco, HP, Dell, Lenovo, Ubiquiti).

Resellers need to quote their own end customers in real time.

Sellium takes the inquiry, identifies the reseller and their commercial tier, applies the tier and brand discount, adds any mix rebates, validates real stock, calculates taxes and returns a formal quote in seconds that the reseller forwards to their client.

The quote stops being a bottleneck that gets lost to a faster competitor.

Consider a pharmaceutical distributor with 1,800 pharmacy customers.

Each one buys on a different cycle: some twice a week, others every two weeks, others only when they run out.

When the commercial team relies on guessing when to call, a large share of the base goes uncontacted in time.

Revio detects each pharmacy's individual pattern and sends the reminder at just the right moment with the usual order pre-built and the option to modify it.

The goal is to raise buying frequency and cover much more of the active base with the same team.

Consider an auto parts distributor introducing a new higher-margin filter brand across a base of 6,500 repair shops and parts stores.

Revio segments those who already buy filters from other brands (high affinity), sends them a message with the spec sheet, equivalences to the brands the customer already buys, the net price on their price list and a first-order bonus.

By leveraging WhatsApp's much higher read rate, the goal is for the first order to convert far above the traditional email channel.

Common wholesale campaign types:

Consider an agribusiness distributor supplying 1,200 growers and farm supply dealers, where the planting-season campaign concentrates a large share of annual revenue into a few weeks.

Revio fires a sequence: notification of campaign price lists, a reminder as the season approaches, harvest-financing offers, stockout alerts by category and notice of available logistics for field delivery.

At a cash-and-carry wholesaler with 2,400 merchants and kiosk owners, Revio replaces the weekly PDF sent by email (that almost nobody opens) with a personalized message by segment (grocery stores, kiosks, convenience stores, bakeries) with the five most relevant offers by category purchased.

The goal is for weekly promo sales to grow consistently.

Consider an industrial distributor that processes 3,500 invoices a month from 600 domestic and imported suppliers.

Five people work full time keying data into the ERP and matching it against POs, and typing errors generate payment discrepancies.

With Arconte, invoices arrive at a dedicated inbox, the engine extracts the fields, matches them against the PO, validates the CAE with tax authorities, detects duplicates and loads everything into the ERP.

On machine-readable invoices, Gartner notes that machine learning can raise accuracy to the high 90% range, and the admin team is freed up for higher-value work.

Consider a cash-and-carry wholesaler that receives monthly credit memos from the brands it represents, for bonuses, quarterly rebates, returns and price adjustments.

Reconciling what was agreed against what was issued can take weeks.

With Arconte, every credit memo is processed, matched against the commercial agreement loaded in the system (TPM or the ERP's agreements module), and discrepancies are flagged automatically.

Recovering misapplied rebates becomes a continuous process, not a manual effort.

A pharmaceutical distributor receives medicines subject to mandatory traceability (batch, expiration, GTIN, SSCC).

Before, one dedicated person entered the data into the traceability system after reading delivery notes one by one, with delays and errors that triggered regulatory findings.

With Arconte, delivery notes are processed as goods are received: batch, expiration and GTIN are extracted and pushed to the traceability system in real time, meeting pharmaceutical traceability requirements with no operational friction.

For technology or automotive importer-distributors handling dozens of imports a month, Arconte indexes the full documentation (commercial invoice, packing list, bill of lading, customs clearance, certificates of origin) by clearance number, supplier and value.

Searches during trade-compliance audits go from days to minutes.

Supports the requirements of the region's agricultural, health and pharmaceutical regulators.

Decisions that used to wait for the end-of-month report now happen in real time.

Some questions Metrix answers for different roles in wholesale:

For an industrial, pharmaceutical, automotive or agribusiness distributor, this translates into promotion, inventory, collections and reorder decisions made with current information, not gut feel.

Consider an industrial distributor that delivers to 1,500 hardware stores, building-supply yards and repair shops with 40 owned trucks.

Some accounts are chains with strict appointment windows (a penalty for missing the window).

When routes are built in a spreadsheet by three dispatchers over four hours, drivers end up deciding the order themselves.

With Trazzo, routes are generated in minutes while respecting appointment windows, with the goal of raising OTIF, cutting kilometers driven and reducing tracking calls to the call center.

Picture a pharmaceutical distributor that delivers refrigerated medicines (vaccines, insulin) and ambient-chain products to 1,200 pharmacies.

Breaking the cold chain is unacceptable: it means destroying the product and facing regulatory findings.

With Trazzo, routes are designed respecting maximum exposure times, vehicles with a refrigeration unit carry only cold cargo, and the POD includes a photo of the temperature logger and batch/expiration validation at delivery to meet traceability requirements.

For an agribusiness distributor in planting season, Trazzo builds multi-warehouse routes (silos and depots), respects field loading schedules and leaves a POD with precise geolocation, a photo of the batch delivered and the responsible party's signature, evidence needed for invoicing and for agricultural regulators where applicable.