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Funding | 8/26/2025

WizCommerce Raises $8M to Bring AI to Wholesale

WizCommerce has secured $8 million in a Series A led by Peak XV Partners to accelerate its U.S. expansion and deepen AI capabilities for wholesale. The platform targets a $10 trillion market historically reliant on spreadsheets, fax machines, and manual workflows, aiming to automate the end-to-end sales cycle from quotes to payments.

WizCommerce: modernizing the wholesale operating system

In an industry accustomed to manual processes and clunky tools, WizCommerce is positioning itself as a modern operating system for wholesale distribution. The company announced an $8 million Series A led by Peak XV Partners (formerly Sequoia India), with participation from Blume Ventures, Z47, and Alpha Wave. The funding is expected to fuel U.S. expansion and ongoing AI development, with the broader aim of replacing traditional, spreadsheet-driven workflows with a more integrated, AI-assisted sales machine.

The scale and pain of wholesale

The wholesale sector sits at the junction between manufacturers and retailers and accounts for a substantial portion of global commerce. Yet many wholesalers still rely on a patchwork of manual order-taking, faxed documents, and aging portals. Tariffs, freight costs, and administrative hurdles compress margins, creating a strong case for digitization. Analysts and investors see WizCommerce’s timing as timely: the market has growing demand for consumer-like digital experiences even in B2B, including real-time inventory visibility and omnichannel fulfillment.

What WizCommerce offers

WizCommerce presents an AI-powered platform designed to digitize and automate the entire sales cycle—from lead capture to invoicing and payments. The system stitches together quoting, intelligent storefronts, ERP integration, and payments into a single interface used by sales reps, marketers, and buyers. A key differentiator is the use of AI to augment, not just automate, sales workflows.

  • Real-time stock information surfaces to sales reps, enabling more accurate recommendations and faster responses to customer needs.
  • The platform helps curate offerings for individual customers and proposes up-sell and cross-sell opportunities.
  • AI features span tools like Kai, an AI-powered sales assistant that flags high-intent leads and missed follow-ups, and WizStudio, an AI lifestyle image generator that reduces the need for costly photoshoots.

Co-founder and CEO Divyaanshu Makkar has framed AI as handling the “grunt work,” freeing sales and operations teams to close deals and operate more efficiently. This way of thinking isn’t just about automation; it’s about an augmented workforce—the idea of AI as a teammate rather than a replacement.

The funding angle and strategic implications

The $8 million round, led by Peak XV Partners with participation from existing backers, signals the investment community’s confidence in AI-enabled B2B digitization. WizCommerce says the funds will fund hiring in the United States, accelerate product development, and — perhaps surprisingly — support the creation of what it calls an “AI workforce” to automate both front- and back-office tasks within wholesale operations. Rishen Kapoor, a Vice President at Peak XV, highlighted the appeal of a platform that can improve internal workflows while also enhancing the customer experience.

WizCommerce already serves more than 700 sales reps and over 300,000 buyers across sectors like home décor, lighting, and general merchandise. The company’s GMV runs in the tens of millions, with annualized volumes reported in the range of $100 million to $200 million. In short, the platform has begun to squeeze into a space long dominated by spreadsheets and legacy systems, and the new capital is expected to accelerate adoption and feature depth.

Why AI in wholesale now

  • Buyers expect a consumer-grade purchasing experience, even in B2B. Real-time stock updates, easy reordering, and transparent pricing become table stakes.
  • Wholesalers face margin pressures from tariffs and logistics costs. Technology that reduces manual labor and speeds up order cycles can directly affect profitability.
  • AI can help wholesalers manage complex pricing, multi-party approvals, and customized catalogs without losing control or creating chaos.

Looking ahead

WizCommerce says the plan is to continue expanding in the United States while delivering more AI-enabled capabilities that automate both the sales process and back-office tasks. The company’s vision includes more sophisticated AI agents that perform routine tasks, freeing human teams to focus on strategy and relationship-building. Investors appear to buy into the idea that a more intelligent wholesale stack—an operating system with AI at its core—could unlock substantial value in a market that remains under-digitized.

The human side of automation

The narrative around AI in wholesale isn’t about replacing people; it’s about elevating them. For sales reps, AI prioritizes promising opportunities and lowers the cognitive burden of managing complex catalogs. For operations teams, AI-driven workflows can reduce miscommunications and delays that used to arise when data lived in separate silos. WizCommerce’s customers and its own sales force say the system helps them move faster and with greater confidence, a claim that Peak XV’s Rishen Kapoor called notable for its dual impact on both internal processes and customer-facing experiences.

Conclusion

WizCommerce’s $8 million Series A marks a meaningful moment for a sector known for lagging digital adoption. The company isn’t just building another tool—it’s attempting to replace parts of the wholesale operating system with AI-powered software designed to scale from a few hundred to potentially thousands of users across the U.S. In a market this large, even incremental gains in efficiency could translate into meaningful economic impact. If WizCommerce can keep inflammation at bay—meaning a smooth integration path with existing ERP and catalogs—its per-user value could compound as more buyers and wholesalers join the platform.

Sources

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