Many human scale businesses would like to augment their direct (business-to-consumer or B2C) marketing channels with complementary, indirect (business-to-business or B2B) channels—commonly known as wholesale distribution. The problem is wholesale can devolve into an order-processing hairball. Absent better alternatives, wholesale customers submit orders by phone, email, and even fax. Every relationship is unique. The resulting overhead can be prohibitively expensive. Roger Kirkness at Convictional wants to help automate B2B e-commerce to allow sellers to grow their wholesale channels profitably.
Convictional isn't trying to replace EDI across the board. Rather, it offers EDI-like automation for smaller users of modern e-commerce platforms who can't afford the complexity that EDI demands.
Even if inventory no longer bounces around the planet from manufacturer to importer to distributor to retailer, information about orders must move from one party to the other if new forms of indirect distribution are to work.
Globalization drives specialization. Profitable niches demand low overhead. Keeping overhead low mandates the intelligent use of automation. Convictional is focused on a leverage point—automated sharing of B2B transaction data. It's worth checking out.