THE ECOMMERCE EDGE Podcast with Jason Greenwood

E584:📦TACKLING B2B ECOMMERCE CHALLENGES WITH AI | DIV MAKKAR - WIZCOMMERCE | B2B COMMERCE CORNER #123 | THE ECOMMERCE EDGE Podcast

·53 min·5 clips

Div Makkar raised $8 million to bring AI to wholesale, but his journey started with a year of sitting in factories.

The episode begins with Jason Greenwood welcoming Div Makkar to discuss WizCommerce, a B2B e-commerce platform focused on wholesale. Div shares his background in management consulting at Parthenon EY and tech investing at Bessemer Venture Partners, which led him to start WizCommerce after noticing a lack of technology for manufacturers and wholesalers. Initially, the company built a sales rep application connected to ERPs, but customer demand pulled them into developing a B2B e-commerce platform. Div explains that AI became core to their product with the rise of ChatGPT, enabling features like automated meeting prep for sales reps. WizCommerce positions itself as a replacement for CRM, CPQ, and e-commerce systems, targeting SMBs and mid-market businesses in North America. Key differentiators include offering both sales rep and e-commerce products, hyper-verticalization in categories like home decor, and providing in-house integration services. The platform integrates with ERPs like QuickBooks Desktop, NetSuite, and Sage, with pricing starting at $500 per month for e-commerce and per-user fees for sales tools. Future plans involve AI-driven marketing automation, content generation, and experimenting with AI agents for tasks like recovering abandoned carts. Jason and Div discuss industry trends, including consolidation in the B2B e-commerce platform space and the challenge of sustainable go-to-market strategies. They also touch on Shopify's growing focus on B2B and the potential for modular monoliths in B2B technology stacks.

As heard by us

A practical look at how AI may reduce friction in wholesale ecommerce.

Wholesale AI comes through here as a practical question of leverage, not a shiny storefront story. Div Makar, co-founder and CEO of WizCommerce, maps his path from strategy consulting and technology investing into wholesale software, while Jason pushes on what the company's $8…

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Why you'd press play

You want to know whether AI can make wholesale ecommerce simpler without turning it into a design contest.

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