Sellium for Wholesale DistributionSellium for Wholesale Distribution:B2B orders on WhatsApp with price lists and credit
The hardware store orders at night, and the reseller needs a quote within minutes to close the sale with its own customer. Sellium takes B2B orders across thousands of SKUs, with each customer's price list and a live credit account check, and loads them into your ERP without going through the call center.
How do you automate a distributor's B2B orders on WhatsApp?
You automate a distributor's B2B orders by connecting an AI sales agent on WhatsApp to the ERP and the CRM. The agent identifies the customer by tax ID (CUIT) or customer code, understands the order in natural language ("I need a 12mm SDS Plus carbide drill bit"), finds the SKU by internal code, supplier code, EAN, description or cross-brand equivalents, applies the price list for that customer's commercial tier with its volume discounts, checks the credit account balance and credit limit in real time, and loads the order as a sales order ready to invoice. The merchant never logs into a portal: they write the way they write to their usual supplier.
In Wholesale Distribution, this tackles the core bottleneck of the business: a telesales team swamped with repetitive questions about price, stock and equivalents, and night orders that only reach the ERP the next day, with typos. The winner here is not whoever has the best price but whoever quotes first and gets it right, and Sellium, the sales agent in the Vantegrate Suite, quotes in seconds at any hour.
The full picture of the sector (the five agents applied to the industry's nine sub-verticals, from FMCG to pharma and industrial) is on the Wholesale Distribution page.
The pain points of telesales and the wholesale counter
We mapped them in dozens of conversations with sales directors and general managers at distributors across the industry's nine sub-verticals.
Telesales swamped with repetitive work
Seven telesales reps handle 250 calls a day, about 35 per person, and half that time goes to prices, stock and equivalents. Growing means hiring people who are hard to find.
Orders lost after hours
The merchant puts the order together at night and the office closes at 6 p.m. Emailed orders reach the ERP the next day, with errors; meanwhile, the customer buys from whoever answered.
Every customer with its own price list, in spreadsheets
Tiered price lists, volume discounts, mix rebates and one-off deals per customer, all tracked by hand. The telesales rep checks credit by looking at another screen.
A slow quote is a lost sale
The reseller asks for an urgent quote to win its end customer's business and goes to the competitor that answered first. Quote speed is the real price list.
How Sellium handles it in wholesale
The agent's capabilities, mapped to the industry's pain points: each one works on your ERP, your price lists and your business rules, not on canned answers.
Huge catalog
Smart search across thousands of SKUs
Finds the product by internal code, supplier code, EAN/GTIN, description, synonyms and cross-brand equivalents: key in industrial hardware, auto parts and pharma.
Per-customer pricing
Quotes at each account's commercial tier
Applies the right price list (exclusive distributor, gold/silver/bronze wholesaler, key account, professional) with tiered volume discounts, mix rebates and brand promotions.
Live credit
Checks the credit account before confirming
Checks the balance and available credit limit in real time against the ERP before closing the order, without a telesales rep looking at another screen or stalling the conversation.
No retyping
Loads the order straight into the ERP
Two-way sync with SAP S/4HANA, SAP Business One, NetSuite, Dynamics 365, Tango and others: the order comes in as a sales order ready to invoice, with CAE, UUID, DTE or the DIAN-validated e-invoice, depending on the country.
Cash and carry
Branch pickup with a QR ticket
For the cash-and-carry model, it generates the pickup number and sends the customer a QR ticket to go straight to the register the next day, without putting the order together in the store.
Traceability
Batch and expiration where regulations require it
In pharma and food, it captures batch and expiration for ANMAT traceability (Disposition 3683/11) and regional equivalents, ready for audit with no extra manual work.
The pharmacy order that comes in at 9:40 p.m.
The full flow with the industry's most frequent order: the one the customer puts together at the end of the day, when telesales is no longer answering.
Thursday 9:40 p.m.
The pharmacy sends its list
A pharmacy in the provinces builds its daily order based on what it sold and sends the list over WhatsApp: by active ingredient, by brand or by EAN, however it comes out. Telesales closed hours ago.
9:41 p.m.
Identification and current price list
Sellium identifies the pharmacy by its tax ID (CUIT) against the ERP and applies that account's price list and commercial terms, without asking for a customer code or a password.
9:42 p.m.
Stock checked item by item
It checks availability at the warehouse that serves that area and flags out-of-stock items with equivalent alternatives, so the pharmacy can decide on the spot.
9:43 p.m.
Credit checked and order confirmed
It checks the credit account balance and the available limit, confirms the order and loads it into the ERP with an order number ready for picking, with no retyping and no EAN errors.
Friday 7:30 a.m.
The order goes out on the day's route
The warehouse picks the order first thing in the morning, with batch and expiration recorded for ANMAT traceability, and the order ships on Friday's delivery run.
An order that used to arrive by phone or email and get entered by hand the next day came in, was validated and was ready for picking in three minutes, after hours and without touching the telesales team. Multiply that across every account that places its orders at night.
Why WhatsApp for B2B orders, by the numbers
The channel's public benchmarks: the wholesaler that answers first gets the order.
~98%
Open rate of WhatsApp messages, versus ~20% for email
Source: WhatsApp Business Blog (2025)
100x
More likely to reach the customer if you reply within 5 minutes instead of 30
Source: Oldroyd, MIT and InsideSales.com (2007)
5 min
Window in which WhatsApp messages are usually read, according to industry compilations
Source: Chatarmin (2026)
Public benchmarks for the channel, not our own results: every Sellium implementation is measured against a baseline agreed with the customer (effective coverage, after-hours orders captured, drop size, quote time).
Secure AI agents that work with your data
Sellium handles price lists, credit accounts and per-customer commercial agreements: a distributor's most sensitive data. 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 Wholesale Distribution
Can it handle a catalog of thousands of SKUs with cross-brand equivalents?
Can it handle a catalog of thousands of SKUs with cross-brand equivalents?
Yes, that is the case it was designed for: distributors with 18,000 SKUs and complex equivalence tables. Sellium searches by internal code, supplier code, EAN/GTIN, description and synonyms, and resolves technical requests like "a 12mm SDS Plus carbide drill bit" by returning the exact SKU with stock, the net price from the professional price list and pickup or delivery options in seconds.
How does it check the credit account and the credit limit before confirming the order?
How does it check the credit account and the credit limit before confirming the order?
In real time against the ERP, within the same conversation: it checks the balance, due dates and available credit limit before closing the order. If the order goes over the limit, it says so on the spot and documents the transaction so the credit team can decide, instead of finding the problem at invoicing.
What about traceability in pharma or food?
What about traceability in pharma or food?
The order captures batch and expiration to meet ANMAT traceability (Disposition 3683/11) and regional equivalents, with no extra manual steps. For example, at a pharmaceutical distributor that supplies 1,200 pharmacies in the provinces, the list arrives by active ingredient, brand or EAN, and the order enters the ERP with complete documentation.
Does Sellium replace my telesales reps?
Does Sellium replace my telesales reps?
No: it takes off their plate the half of the day that goes to prices, stock and equivalents, and it captures the night and weekend orders that were simply being lost. The telesales team is freed up for complex accounts, advanced technical questions and proactive selling. The last mile of the order is handled by Trazzo, the suite's logistics agent.
Tonight's order can go into the ERP on its own
Tell us how orders reach your telesales team and we will show you, with your catalog and your tiered price lists, how Sellium would take them. A 30-minute conversation, no commitment.
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