What Orderlion does

Orderlion GmbH is a Vienna-based B2B SaaS company that provides an eCommerce Operating System built exclusively for food and beverage wholesalers and distributors across Europe. Founded in 2020, the platform digitizes the traditionally manual ordering workflow — phone calls, emails, and WhatsApp messages — that dominates the food wholesale supply chain, replacing it with a 24/7 ordering app, web shop, and AI-powered inbox that automatically converts unstructured orders into integrated ERP transactions. The platform integrates with 200+ ERP and technology providers (SAP, Sage, Copa Systeme, Orga Soft, IT Drink) via EDIFACT, EANCOM XML, HoGast XML, CSV, and proprietary formats, serving seven industry verticals including fruit & veg, seafood, drinks, baked goods, cash & carry, chilled & frozen, and meat.

The company's product suite comprises the Ordering App, Web Shop, AI Inbox, Sales Pro sales intelligence tool, White Label offering, and Analytics dashboard, with tailored packages for SME and enterprise suppliers. The AI Inbox relies on OpenAI's API to extract order details from email, WhatsApp, and voicemail content, with processing performed on AWS infrastructure in Frankfurt. The company generates revenue primarily through SaaS subscriptions billed monthly or annually, supplemented by one-time setup fees and enterprise white-label licensing. Go-to-market combines direct enterprise field sales, a self-serve app portal, and a sales partner program.

Orderlion has raised approximately $7.5M in total funding across rounds in 2021, November 2022 ($4M pre-Series A), July 2023, and December 2023, with investors including ZAKA VC, Gateway Ventures, Rockstart, seed+speed Ventures, tecnet equity, and Bloomhaus Ventures. The company acquired French food marketplace Supli in December 2022 to enter the French market, expanding its European footprint to Austria, Germany, Switzerland, the UK, and France, serving 500+ wholesale suppliers and 2,500+ outlets with $150M in annual processing volume.

Name

Orderlion

Legal name

Orderlion GmbH

Website

https://orderlion.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

Orderlion is a Vienna-based B2B SaaS platform that digitizes ordering for food and beverage wholesalers across Europe. Its eCommerce OS replaces manual phone, email, and WhatsApp orders with an ordering app, web shop, and AI-powered inbox, serving 500+ suppliers in five countries.

Ownership category

akta.pro rank

Product category

B2B eCommerce Platform for Food & Beverage Wholesale

akta.pro primary industry

Wholesale-to-Business Online Ordering (B2B Food E-Commerce) (AFAIAMAD)

Keywords

• B2B eCommerce platform
• Wholesale ordering software
• Food supply chain
• ERP integration software
• AI order automation

Headquarters

HQ city

Vienna

HQ country

Austria

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations

Revenue model

1. SaaS Subscription: Monthly or annual license fees for access to the Orderlion platform. Pricing based on subscription model with monthly invoicing in advance or arrears. The company describes having no hidden fees or massive upfront costs.
2. Setup Fees: One-time setup fees may be charged for initial implementation, due 14 days after receipt of order.
3. Enterprise White Label: White label solutions for larger enterprise clients, sold as part of the enterprise offering.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Orderlion operates a cloud-based B2B eCommerce Operating System built exclusively for food and beverage wholesalers and distributors. The platform includes a 24/7 ordering app and web shop for customer-specific ordering, an AI Inbox that converts email, WhatsApp, and voicemail orders into structured ERP orders, a Sales Pro intelligence tool, white-label capabilities, analytics, and integrations with 200+ ERP systems. It replaces manual phone/email/WhatsApp order processing with a digitized, automated workflow.

Product overview

Orderlion is an eCommerce Operating System built exclusively for food and beverage wholesalers and distributors. The platform consists of a core product suite including the Ordering App, Web Shop, AI Inbox (automated order processing), and Sales Pro (sales intelligence), supplemented by White Label and Analytics modules. The company offers solutions tailored for both SME suppliers and Enterprise suppliers. The platform digitizes order processing for SMEs, replaces manual ordering via phone/email/WhatsApp, and integrates with over 200+ ERP systems. Orderlion uses OpenAI for AI-powered order extraction from email communications and processes over $150 million in orders annually across more than 500 wholesale supplier customers in Europe.

Differentiator

Problem solved

Functional benefit

Products and services

• Ordering App Mobile and web-based ordering application that enables food and beverage wholesalers to offer 24/7 online ordering to their customers, replacing phone calls, emails, and WhatsApp orders.
• Web Shop White-label web storefront that allows wholesale suppliers to present their product assortment online with customer-specific pricing, favorites lists, and promotional displays.
• AI Inbox Automated order processing feature that uses AI to convert email, WhatsApp, and voicemail orders into integrated ERP orders, eliminating manual entry and reducing errors.
• Sales Pro Sales intelligence application providing real-time insights for sales teams to upsell smarter, spot trends, and close more deals. Includes customer-specific pricing, promotions, and sales enablement tools.
• White Label Custom-branded ordering solution that allows wholesalers to deploy the Orderlion platform under their own brand identity, featuring AI-powered ordering capabilities.
• Analytics Real-time analytics and customer insights dashboard providing data on customer behavior, order patterns, and promotional performance to help wholesalers optimize their business.
• SME Suppliers Solution Comprehensive ordering platform tailored for small and medium-sized food and beverage wholesale suppliers, offering the core product suite at scales appropriate for SME operations.
• Enterprise Suppliers Solution Scalable ordering platform designed for large food and beverage wholesale and distribution enterprises, with advanced features, higher capacity, and enterprise-grade integrations.

Quantifiable outcome

• 10x efficiency and productivity improvement
• +8 more outcomes

Named customers10 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

AI capability3 records

Feature6 records

Partnerships

One partnership is on record.

• SuplicoreStrategic or Co-development PartnerOrderlion acquired French food marketplace Supli as part of its European expansion strategy, specifically to enter the French market. This acquisition made Orderlion the owner of its biggest competitor.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Shopify B2B: Shopify's B2B offering provides a general-purpose wholesale commerce and ordering platform that can serve food wholesalers. As a much larger incumbent, it is a competitive substitute for Orderlion's web shop and ordering app, though it lacks Orderlion's food-specific AI inbox workflows.
• BigCommerce B2B Edition: BigCommerce offers a B2B edition for wholesale ordering that competes for the same digital-wholesale budget as Orderlion. As a broad commerce incumbent, it lacks Orderlion's vertical specialization and AI-driven order capture but offers broader catalog and storefront capabilities.

Direct peers

• BlueCart: BlueCart (now operating as Cut+Dry) provides a B2B ordering platform and mobile app for food wholesalers and restaurants, with online catalogs, ordering, and invoicing. It is a direct peer in digitizing food-wholesale ordering workflows for SMB suppliers.
• Choco: Choco is a B2B ordering and communication platform connecting food wholesalers with restaurants and chefs. It is one of Orderlion's closest direct competitors, targeting the same European food-wholesale digitization workflow with AI-assisted ordering.
• Cut+Dry (formerly BlueCart): Cut+Dry is a B2B food ordering platform purpose-built for food distributors and wholesalers serving restaurants. It competes head-to-head with Orderlion in digitizing manual phone/email ordering for foodservice suppliers, including ordering apps and ERP integrations.
• MarketMan: MarketMan is a restaurant inventory and supplier management platform with a B2B ordering layer connecting restaurants to their suppliers/wholesalers. It overlaps with Orderlion on the supplier-facing ordering workflow but approaches from the restaurant (buyer) side.
• Handshake (Handshake Commerce): Handshake is a B2B commerce platform that powers wholesale ordering for brands and distributors. It is a direct peer in enabling digital wholesale ordering and ERP integration for food and beverage suppliers, though it serves a broader wholesale universe.

Emerging players

• Pepper (getpepp.io): Pepper offers a B2B food ordering platform for distributors and restaurants, focusing on automated ordering and integration with suppliers. It is an emerging player with partial overlap in the same food-wholesale procurement niche as Orderlion.
• Galley Solutions: Galley Solutions provides recipe-driven procurement and ordering software for foodservice operators and their suppliers. It shares Orderlion's supplier-ordering and ERP-integration workflows but is primarily US-focused and operator-led.
• Supy: Supy is a B2B restaurant supply platform connecting restaurants to suppliers via an ordering app and inventory tools. It overlaps with Orderlion on supplier digitization and ordering workflows, especially in international markets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/orderlion

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

Funding overview

Funding rounds5 records

Investors6 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Orderlion