Sitting down with Divyaanshu “Div” Makkar, Co-Founder and CEO of WizCommerce, one thing became clear: the wholesale distribution industry is standing at a crossroads. Distributors are navigating outdated manual processes, struggling with legacy ERP integrations, and facing a talent shortage that threatens to erode decades of tribal knowledge. WizCommerce’s recent Series A investment isn’t just about funding. It’s about building an AI-native operating system designed to modernize an industry still stuck in the 1990s.

The Problem: Reps Are Drowning in Admin

As Div explained, the average sales rep in distribution spends less than 25% of their time selling. The other 75% is consumed by administrative noise, entering orders into clunky systems, fielding routine customer support queries, tracking down product information, and coordinating across silos.

WizCommerce’s mission is straightforward: strip away the 75% of tasks that keep reps from selling and give them at least 50% more time to focus on revenue-generating activities. It’s not just about efficiency. It’s about making reps smarter, freeing them up to do what they do best: build relationships.

From Consulting to Disruption

Div’s journey into wholesale wasn’t a straight line. With a background in engineering from IIT, he began in management consulting, working across 20 countries on digital transformation projects. Later, at Bessemer Venture Partners, he studied how SaaS companies were redefining industries, backing firms like Shopify and Toast that reshaped entire sectors.

When he turned his eyes toward wholesale distribution, the picture was stark. Orders still came in via fax. Reps were buried in manual processes. Legacy ERPs, built decades ago, were clinging on as the backbone of billion-dollar companies. Div saw an opportunity: if software could reinvent restaurants and retail, why not distribution?

That vision became WizCommerce.

Relationships Are Still the Core of B2B

In the race to digitize, too many tech vendors miss a critical truth: B2B isn’t just about transactions, it’s about relationships. Reps matter. Trust matters. Customers still want a human being who understands their business and can help them make decisions.

This is why WizCommerce doesn’t try to “replace” reps with technology. Instead, it gives them superpowers. By automating repetitive tasks, providing instant access to information, and building tools that unify eCommerce with rep-led sales, WizCommerce strengthens the very relationships that fuel this industry.

Tackling the Talent Gap

Distribution faces another challenge: a widening talent shortage. As seasoned reps and operations leaders retire, companies risk losing tribal knowledge that can’t be easily replaced. At the same time, younger talent is reluctant to enter a field that feels dated and manual.

WizCommerce is building tools like Vistudio, which allow reps to generate personalized, AI-driven proposals and presentations in minutes, pulling from ERP, product, and pricing data automatically. These tools not only accelerate sales cycles but also capture institutional knowledge so it isn’t lost when an experienced rep walks out the door.

This isn’t about replacing people. It’s about preserving expertise while making the role of sales more attractive to a new generation of digital-first workers.

Unifying eCommerce and Rep-Led Sales

Too often, distributors treat eCommerce and field sales as competing channels. The web team fights for adoption, while reps worry about being replaced. Customers, meanwhile, get an inconsistent experience.

WizCommerce flips that equation. Their platform unifies digital with rep-led sales so that whether a buyer is self-serving online or working directly with a rep, the experience is connected. The same data, pricing, and inventory flows across both, giving customers a seamless journey while giving reps visibility into all customer activity.

This isn’t about channel conflict. It’s about channel harmony.

The AI Agent Marketplace: The Next Horizon

Perhaps the boldest part of WizCommerce’s vision is its upcoming AI agent marketplace. Imagine specialized AI agents trained on distribution-specific workflows, quoting, reordering, product recommendations, customer service triage, available for reps, buyers, and back-office staff.

Instead of one monolithic system, distributors could plug in specialized agents that solve high-value use cases out of the box. It’s a way to scale efficiency while staying practical. As Div emphasized, AI isn’t about chasing buzzwords. It’s about focusing on the highest-impact use cases that deliver value today.

Why This Matters for Distributors

Distributors are under pressure. Margins are thin, competition from digital-first entrants is rising, and customer expectations are climbing. Every inefficiency, whether it’s double entry, manual pricing overrides, or slow response times, chips away at profitability and customer loyalty.

By modernizing wholesale operations with AI-native tools, WizCommerce is giving distributors a path forward:

• Time back for reps – Automating admin frees sales teams to focus on relationships and revenue.
• Knowledge retention – AI tools capture and scale tribal knowledge before it’s lost.
• Channel unity – eCommerce and rep-led sales operate as one, not competitors.
• Future-proofing operations – Practical AI use cases reduce inefficiencies now while building a foundation for the future.

The Bigger Picture

When Toast reinvented restaurant operations, it didn’t just build software. It built an ecosystem. WizCommerce is taking a similar approach for wholesale distribution, one of the last great sectors to undergo digital transformation.

What struck Justin King in the conversation with Div wasn’t just the technology, but the philosophy. This isn’t disruption for disruption’s sake. It’s about respecting the DNA of distribution, the people, the relationships, the deep product knowledge, while finally equipping it with tools built for the world we live in today.

The Series A funding is fuel. The real story is the mission: to give distributors, reps, and their customers a connected, AI-native operating system that clears away the clutter and lets relationships thrive.

Because in distribution, relationships will always matter. The question is whether the industry will empower those relationships with tools that are fit for the future.

Contact Div | WizCommerce

Divyaanshu Makkar

WizCommerce