Sellium for Consumer GoodsSellium for Consumer Goods:channel orders on WhatsApp 24/7
The kiosk restocks at 8 p.m. and the bar puts its order together at 11 p.m., when the call center has closed and the pre-sales rep won't come by until next week. Sellium is the digital pre-sales rep that takes the order on the spot, with that customer's price list, validated stock and the order entered in the ERP.
How do you automate traditional trade order taking on WhatsApp?
You automate traditional trade order taking by connecting an AI sales agent on WhatsApp to the distributor's or the brand's ERP: the agent identifies the point of sale, understands the order in plain language, applies the price list for that customer's channel (wholesale, retail, self-service, HORECA, key account) with its volume promotions, validates real stock against the ERP or the WMS, and leaves the sales order entered and ready to invoice. The kiosk, the mom-and-pop store or the bar orders the moment it runs out of merchandise, not when the pre-sales rep comes by.
In Consumer Goods this goes after the quietest loss in the business: coverage. The pre-sales rep visits 60 customers a week but only some of them end up ordering, and points of sale that need to restock outside the visit cycle have no one to call. Sellium, the sales agent in the Vantegrate Suite, turns that orphaned demand into orders that flow into the ERP on their own, at any hour and without adding headcount.
The full picture of the sector (the five agents applied to the full CPG cycle, from the kiosk's order to the POD) is on the Consumer Goods page.
The channel pain points in a CPG operation
We gathered them in dozens of conversations with sales managers, trade marketing leads and CEOs at Consumer Goods companies.
Effective coverage drops between visits
The pre-sales rep visits 60 customers a week but only some of them end up ordering. Every lost point of coverage is a sale the competition took and a churn risk.
The channel restocks when nobody is answering
Kiosks and mom-and-pop stores need to restock at 8 p.m. and bars put their order together at 11 p.m.: the daytime call center doesn't capture them, and the sale is left hanging until the next visit.
Orders retyped with errors
Whatever comes in by phone or email gets keyed in by hand the next day, with SKU and quantity errors that end in rejections, credit notes and arguments with the customer.
Small drop size and stockouts nobody flags
The customer orders the usual and nobody suggests the bundle or flags the SKU that is running out on their shelf. Only the customers who got a visit hear about the month's promotions.
How Sellium handles it across the CPG cycle
The digital pre-sales rep's capabilities, mapped to the channel's pain points: each one works on your price lists, your promos and your ERP, not on canned answers.
Price list by channel
Quotes with the price list each customer is on
Price lists by channel (wholesale, retail, self-service, HORECA, key account, export) with minimum order quantities configurable by category, zone or customer type.
Automatic promos
Applies 3-for-2 deals, bonuses and mix discounts on its own
Volume promotions apply with no manual step: 3-for-2, per-pack, per-case or per-pallet bonuses and mixed-SKU bundles, always under the month's active commercial rules.
Reliable stock
Validates real stock before confirming
Checks availability against the ERP or the WMS at the moment of the order, so it never confirms merchandise that isn't there and heads off the complaint that arrives with a short truck.
Drop size
Suggests low-stock SKUs and bundles
Reminds the customer of the month's promotions and suggests the SKUs already running low in that customer's usual assortment, pushing drop size without relying on the pre-sales rep's memory.
Order to the ERP
Enters the order ready to invoice
Two-way sync with SAP, Oracle, Dynamics, NetSuite, Tango and others: the order comes in as a sales order, and the next day's truck brings it along with the rest of the route.
Key accounts
Backs up the KAM behind the scenes with the chains
Large chains still run on EDI, but the day-to-day with the buyer happens on WhatsApp: Sellium backs up the KAM with account balance, PO status and traceability for every delivery.
A HORECA order at 11:30 p.m.
The full flow with the order the sector loses most often: the restaurant putting together its restock when the kitchen closes.
Friday 11:30 p.m.
The chef asks on WhatsApp
The chef at a restaurant closes the kitchen, checks the walk-in and writes: "do you have beef patties for Saturday?". The call center closed at 6 p.m.; Sellium replies in seconds.
11:31 p.m.
Identified, with the HORECA price list
The agent recognizes the restaurant against the ERP and applies its HORECA price list with the agreed terms, without asking for a customer code or a form.
11:31 p.m.
Frozen stock validated
It validates real availability at the warehouse that supplies the area and confirms quantities. Along the way it suggests the SKU the restaurant orders every week and is running out of.
11:32 p.m.
Order closed in under 2 minutes
The chef confirms and the order is entered in the ERP, ready to invoice, with delivery assigned to the next morning's route.
Saturday 10:00 a.m.
The truck arrives before service
The order goes out on Saturday's delivery run and arrives before the kitchen opens. The restaurant didn't lose its service and the distributor didn't lose the sale.
The late-night window of the food service segment (11 p.m. to 2 a.m.) stops being lost money: the order that used to wait for the next day's email came in and was ready to invoice in two minutes. The same mechanics capture the kiosk at 8 p.m. and the mom-and-pop store on Sunday.
Why WhatsApp for the channel, by the numbers
Public benchmarks for the channel where kiosk owners, store owners and chefs already spend their whole day.
75-98%
Open rate for WhatsApp Business messages in industry studies, versus a real-world 20-25% for email
Source: Bird (2024); Brevo (2026)
5 min
Window in which WhatsApp messages are usually read, according to industry compilations
Source: Chatarmin (2026)
Public channel benchmarks, not our own results: every Sellium implementation is measured against a baseline agreed with the customer (effective coverage, after-hours orders, drop size, pre-sales hours freed up).
Secure AI agents that work with your data
Sellium handles channel price lists, commercial terms and data on your entire portfolio of points of sale: information no Consumer Goods company hands over lightly. That is why it runs 100% on Salesforce and Oracle Cloud Infrastructure, with those platforms' SOC 2 Type II and ISO 27001 certifications and the permissions you define. We don't claim anyone else's certifications: Vantegrate enables, the customer operates and certifies.
Frequently asked questions about Sellium for Consumer Goods
Does Sellium replace the pre-sales rep?
Does Sellium replace the pre-sales rep?
No: it complements the rep where the visit model doesn't reach. The pre-sales rep is still the commercial relationship at the point of sale; Sellium captures the orders between visits, at night and on weekends, which would otherwise simply be lost, and frees up pre-sales hours for strategic accounts. The sector's design scenario shows it well: a personal care brand selling to 2,500 independent beauty stores can take its effective coverage from monthly to weekly without adding headcount, because the order no longer depends on the visit.
Does it handle 3-for-2 promotions, per-pack bonuses and mixed-SKU bundles?
Does it handle 3-for-2 promotions, per-pack bonuses and mixed-SKU bundles?
Yes, and it applies them on its own: 3-for-2, per-pack, per-case or per-pallet bonuses, mixed-SKU bundles and minimum order quantities by category, zone or customer type, always under the month's active rules. A promotion no longer depends on the pre-sales rep remembering it during the visit: the entire portfolio hears about it, on every order.
Does it work for HORECA with late-night orders?
Does it work for HORECA with late-night orders?
It is one of the design cases: chefs and managers put the order together at the end of the night or early in the morning, outside call center hours. Sellium identifies the restaurant with its HORECA price list, validates stock for the area and leaves the order entered for the next delivery run, turning the 11 p.m. to 2 a.m. window into captured sales.
What about the large chains that run on EDI?
What about the large chains that run on EDI?
EDI is still the formal channel for purchase orders with Carrefour, Coto, Cencosud or Walmart; Sellium doesn't touch it. What it handles is the conversational back office: it backs up the KAM with account balance inquiries, PO status and traceability for every delivery, so the KAM's time goes to the commercial relationship and not to admin work. Delivery within the window and OTIF are handled by Trazzo, the suite's last-mile agent.
Tonight's order can ride on tomorrow's truck
Tell us how orders from your channel come in and we'll show you, with your price lists and your active promotions, how Sellium would take them. A 30-minute conversation, no commitment.
More solutions for Consumer Goods and with Sellium
The industry