Foundation
Foundation is a B2B e-commerce platform that connects wholesalers and distributors with retailers through an integrated system linking sales workflows to logistics and accounting software. The Bellevue-based company, founded in 2022 by former Staples executives, sells subscription software to wholesale and distribution businesses.
- Company typePrivate
- Founded2022
- HeadquartersBellevue, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Foundation does
Foundation is a B2B e-commerce platform that connects wholesalers and distributors, replacing traditional sales tools with an integrated system that links directly to customers' logistics and accounting software. The Bellevue, Washington-based company was founded in 2022 by former Staples executives, including founder and CEO Shiv Agarwal, and targets a horizontal segment of wholesale and distribution businesses seeking to modernize fragmented sales workflows. The platform's core technical proposition is interoperability: rather than functioning as a standalone storefront, it embeds into existing operational systems, which the company positions as the primary differentiator against incumbent sales tools used in the wholesale channel.
The company operates a subscription-based revenue model with a sales-led go-to-market motion aimed at wholesalers and distributors. No pricing, ARR, or customer count has been publicly disclosed, and no named customer logos appear in the available sources. Foundation serves the North American market and maintains a small team (11–50 employees) consistent with a post-seed-stage operating profile.
In May 2023, Foundation closed a $3 million seed funding round backed by Ascend, Fortson VC, Founders' Co-op, Ironwood Ventures, and Upside, with proceeds earmarked for platform expansion and deeper integrations with logistics and accounting systems. The company has no disclosed AI/ML capabilities, no patents or trademarks on record, and no announced partnerships or acquisitions. A separate source block references an NFT marketplace also named Foundation shutting down operations in April 2026; this refers to an unrelated entity and does not pertain to the B2B e-commerce company analyzed here.
Foundation firmographics
Firmographics- Name
- Foundation
- Legal name
- Foundation
- Website
- https://getfoundation.com
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Foundation is a B2B e-commerce platform that connects wholesalers and distributors with retailers through an integrated system linking sales workflows to logistics and accounting software. The Bellevue-based company, founded in 2022 by former Staples executives, sells subscription software to wholesale and distribution businesses.
- Ownership category
- akta.pro rank
Foundation industry classification
Industry- Product category
- B2B E-commerce Platform
- NAICS
- Computer and Computer Peripheral Equipment and Software Merchant Wholesalers (42343)
- SIC
- Retail-Nonstore Retailers (5960)
- akta.pro primary industry
- B2B Marketplaces & Wholesale Platforms (BPAMAGAD)
- akta.pro secondary industry
- Wholesale/B2B Generalist Marketplaces (CRAFAAAF)
Keywords
Where Foundation is headquartered
LocationHeadquarters
- HQ city
- Bellevue
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Foundation business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales
Revenue model
- B2B E-commerce Platform: Revenue generated from providing a wholesale e-commerce platform to wholesalers and distributors, replacing traditional sales tools with an integrated platform connecting logistics and accounting systems
Go-to-market motion1 record
Foundation product offering
Product offeringCore offering
Foundation operates a B2B e-commerce network that links distributors and wholesalers with retailers, providing an integrated sales platform that connects directly with logistics and accounting systems. The platform is designed to replace fragmented traditional B2B sales tools used by wholesalers and distributors with a unified system. Founded by former Staples executives, the company targets wholesale and distribution businesses seeking to modernize their sales operations.
Product overview
Based on available source data, Foundation is described as a wholesale e-commerce platform founded by former Staples executives that streamlines B2B sales processes for wholesalers and distributors. The platform connects with logistics and accounting systems to replace traditional sales tools. No specific product names, modules, or detailed product architecture information are available in the provided sources.
Differentiator
Problem solved
Functional benefit
Products and services
- Foundation B2B E-commerce Platform
Companies that use Foundation
Customer profileSegments2 records
Ideal customer profiles3 records
Foundation technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Foundation partnerships and signals
Strategic signalScale indicators1 record
Recent moves5 records
Expansion highlights4 records
Foundation competitors and assessment
Company assessmentDirect peers
- Faire: Faire is a B2B wholesale marketplace connecting independent retailers with brands and wholesalers. It is the closest direct peer to Foundation's positioning of bridging distributors/wholesalers with retailers via an integrated commerce platform.
- Handshake: Handshake provides a B2B commerce platform specifically built for wholesalers and distributors to sell to retailers, with catalog, order management, and rep tools — directly overlapping Foundation's target customer and use case.
- NuOrder: NuOrder is a B2B wholesale platform for brands and distributors to manage digital selling, line sheets, and orders to retail buyers — a direct adjacent competitor in the digital wholesale tooling category.
- Joor: Joor operates a B2B wholesale marketplace and platform connecting brands with retailers globally. It overlaps with Foundation on the digital wholesale workflow, particularly for distributor-to-ret selling motions.
Broad incumbents
- Shopify: Shopify Plus offers a B2B commerce solution alongside its broader SMB commerce platform. It is a broad incumbent whose B2B product overlaps with Foundation's market, with vastly greater capital and ecosystem reach.
- BigCommerce: BigCommerce sells a B2B Edition of its headless commerce platform targeting wholesalers and B2B merchants. It is a broad incumbent with overlapping functionality and established distribution.
- Adobe Commerce: Adobe Commerce (formerly Magento) is an enterprise commerce platform with B2B capabilities. It is a broad incumbent competing for the same wholesale/distributor buyer with a much larger feature set and enterprise sales force.
- Salesforce Commerce Cloud: Salesforce Commerce Cloud (formerly Demandware) is an enterprise commerce platform with B2B order management features, competing broadly for the same distributor/wholesaler buyers as Foundation.
Emerging players
- RangeMe: RangeMe is a B2B platform that helps suppliers and wholesalers get products onto retailers' shelves. It is an emerging player with overlapping buyer/seller dynamics, focused more on product discovery than full commerce workflow.
- Zentail: Zentail provides multi-channel commerce and catalog tooling for brands and distributors selling into retail and B2B channels. It is an emerging player with partial overlap on the distributor-side workflow that Foundation targets.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Foundation social profiles
Digital presenceFoundation financial estimates
Financial estimateRevenue estimate
Valuation estimate
Foundation leadership team
Management profileNumber of profiles
Profiles1 record
Foundation funding detail
Funding detailFunding overview
Funding rounds1 record
Investors5 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Foundation M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Foundation
What does Foundation do?
Foundation operates a B2B e-commerce network that links distributors and wholesalers with retailers, providing an integrated sales platform that connects directly with logistics and accounting systems. The platform is designed to replace fragmented traditional B2B sales tools used by wholesalers and distributors with a unified system. Founded by former Staples executives, the company targets wholesale and distribution businesses seeking to modernize their sales operations.
Is Foundation a public or private company?
Foundation is a private company. It is classified as venture growth investor backed and is currently operating.
When was Foundation founded?
Foundation was founded in 2022. It employs 11 to 50 people.
Where is Foundation based?
Foundation is headquartered in Bellevue, United States, in the North America region.
How does Foundation make money?
One revenue line is on record: B2B E-commerce Platform.
Who are Foundation's main competitors?
Direct peers on record are Faire, Handshake, NuOrder and Joor. Broad incumbents are Shopify, BigCommerce, Adobe Commerce and Salesforce Commerce Cloud. Emerging players are RangeMe and Zentail.
Does Foundation have an API?
No public API is recorded for Foundation.
What industry is Foundation in?
Foundation's product category is B2B E-commerce Platform. Its primary akta.pro industry code is BPAMAGAD, B2B Marketplaces & Wholesale Platforms, with a secondary code of CRAFAAAF, Wholesale/B2B Generalist Marketplaces. Its NAICS code is 42343 and its SIC code is 5960.