GoMaterials
GoMaterials is a B2B marketplace that connects professional landscapers with hundreds of vetted wholesale nurseries across the USA and Canada, offering free plant sourcing, 48-hour competitive quotes, and consolidated logistics, monetized via supplier commissions on preferred suppliers.
- Company typePrivate
- Founded2016
- HeadquartersMontréal, Canada
- Headcount1–10
- GTM typeB2B
- OfferingDigital Commerce or Content
What GoMaterials does
GoMaterials is a B2B wholesale plant and tree sourcing marketplace that connects professional landscapers with hundreds of vetted wholesale nurseries across the USA and Canada. Founded in 2016 in Montreal by Marc Elliott — a former landscape construction company owner with ten years of operating experience — together with two co-founders including CMO Shireen Salehi, the company addresses a fragmented procurement process in which landscapers typically coordinate with many specialty nurseries, manage wide price discrepancies, and handle logistics manually. The service is offered 100% free to professional landscapers, with monetization occurring exclusively on the supplier side.
The core technology is a cloud-based online marketplace (store.gomaterials.com) that handles the full procurement cycle: landscapers submit plant lists in any format, the platform aggregates pricing, availability, and quality data from the supplier network to deliver competitive quotes within 48 hours, and orders are tracked through to delivery with support for phased shipments on large projects. Differentiating platform features include a formal supplier vetting process (including pre-order image requests and on-site horticulturalist tagging), dedicated account management, and an integrated partnership with Takeoff Monkey that links project takeoff/estimating directly to plant procurement. The supplier network spans 8 U.S. states (Florida, New York, Texas, New Jersey, North Carolina, South Carolina, Georgia, California) and 2 Canadian provinces (Quebec, Ontario).
The business model is a freemium, two-sided marketplace: landscapers pay nothing, while wholesale nurseries can join as zero-cost "Regular Suppliers" or upgrade to "Preferred Supplier" status — paying a small per-transaction sales commission in exchange for prioritized inventory placement. The go-to-market blends inside sales (account managers, supplier outreach) with a self-serve digital platform, supported by content marketing (annual Plant Shortage Reports, industry trend reports) and earned media across lawn and landscape trade publications. Customer evidence is anchored on enterprise-scale projects including NouvLR's Réseau Express Métropolitain (over 70,000 plants) and Pine Lake's Ascend Waterleigh complex (over 9,900 plants), alongside municipal projects such as ICAO Plaza and Bonaventure Park. The company has been recognized on Deloitte's 2023 Technology Fast 500 (#409) and The Globe and Mail's Canada's Top Growing Companies (#162), citing 298% three-year revenue growth.
GoMaterials firmographics
Firmographics- Name
- GoMaterials
- Legal name
- GoMaterials
- Website
- https://gomaterials.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- GoMaterials is a B2B marketplace that connects professional landscapers with hundreds of vetted wholesale nurseries across the USA and Canada, offering free plant sourcing, 48-hour competitive quotes, and consolidated logistics, monetized via supplier commissions on preferred suppliers.
- Ownership category
- akta.pro rank
Where GoMaterials is headquartered
LocationHeadquarters
- HQ city
- Montréal
- HQ country
- Canada
- HQ region
- North America
Offices1 record
Markets served
GoMaterials business model
Business model- GTM type
- B2B
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Commission from Preferred Suppliers: Wholesale nurseries can join as 'Preferred Suppliers' in exchange for a small sales commission, which is collected when their product is sold. This program prioritizes their inventory on orders and can generate 2-3x more nursery revenue. Regular Suppliers pay no commission.
- Regular Supplier Free Tier: Wholesale nurseries can join as 'Regular Suppliers' at no upfront cost, no registration fee, no membership fee, and no catalogue setup fee. No commission is charged for regular suppliers.
- Free Service for Landscapers: The platform is offered free of charge to professional landscapers — there is no registration, membership, or setup fee. The service is monetized entirely on the supplier side through the preferred supplier commission model.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Others | Free for landscapers — zero cost to use the full sourcing, quoting, and delivery service |
| Freemium | Others | Regular Supplier — free to join with no commission on sales |
| Transaction based/ take rate | Pay-as-you-go | Preferred Supplier — prioritized inventory placement in exchange for a small sales commission |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels7 records
GoMaterials product offering
Product offeringCore offering
GoMaterials operates a B2B online marketplace that connects professional landscapers with hundreds of vetted wholesale nurseries across the USA and Canada. The platform handles the full procurement cycle, including quote submission, 48-hour competitive quote generation, quality assurance, logistics coordination, and real-time order tracking. It is offered free to landscapers and monetized via commissions from preferred supplier nurseries.
Product overview
GoMaterials operates as a wholesale plant and tree sourcing marketplace for professional landscapers, consisting of two integrated components: the GoMaterials Marketplace (core product) and the GoMaterials Online Platform. The marketplace connects landscapers with hundreds of vetted wholesale nurseries across the USA and Canada, handling search, price comparison, quality assurance, and logistics. The online platform provides a digital portal where users submit plant lists in any format, receive quotes within 48 hours, approve and place orders, and track shipments in real-time with dedicated account manager support. The service is offered free to landscapers.
Differentiator
Problem solved
Functional benefit
Products and services
- GoMaterials Marketplace A wholesale plant and tree sourcing marketplace that connects professional landscapers with hundreds of verified wholesale nurseries across the USA and Canada, handling search, price comparison, quality assurance, and logistics organization end-to-end.
- GoMaterials Online Sourcing Platform A streamlined online platform enabling landscapers to submit plant lists in any format, receive competitive quotes within 48 hours, approve quotes, place orders, and track deliveries in real time. Includes phased orders for large projects and dedicated account manager support.
- Preferred Supplier Program
Quantifiable outcome
- Quotes delivered within 48 hours or less
- +3 more outcomes
Companies that use GoMaterials
Customer profileNamed customers10 records
Segments2 records
Ideal customer profiles3 records
GoMaterials technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
GoMaterials partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered flagship and core.
- NouvLR (for the Réseau Express Métropolitain)flagshipGoMaterials was selected by NouvLR (the general contractor for the Réseau Express Métropolitain, Montreal's automated light rail transit system) to source over 3,000 trees and 70,000 plants for a portion of the REM project. This is a landmark infrastructure project in Montreal, making this a flagship reference customer and strategic engagement for GoMaterials.
- Takeoff MonkeycoreGoMaterials partnered with Takeoff Monkey to create an integrated planning and procurement solution for landscape contractors. The partnership enables a seamless transition from project takeoff (quantity measurement from design plans) to plant procurement through GoMaterials. This combined solution lets Takeoff Monkey's customers directly source plants and trees through GoMaterials without leaving the workflow, while GoMaterials customers can leverage Takeoff Monkey's takeoff services for faster and more accurate estimates.
Scale indicators8 records
Recent moves9 records
Expansion highlights5 records
GoMaterials competitors and assessment
Company assessmentDirect peers
- Material Bank: Material Bank is a B2B marketplace that connects architecture and design firms with building product manufacturers, offering next-day delivery on samples and materials. Like GoMaterials, it operates a two-sided marketplace eliminating fragmented procurement for a specific professional buyer segment, with logistics orchestration and quality curation as core value drivers.
Broad incumbents
- Houzz Pro: Houzz Pro is an all-in-one business management and marketplace platform for home improvement and design professionals, including landscapers. While much broader than GoMaterials, it competes for the same landscaper/contractor buyer attention and offers adjacent sourcing and project management capabilities.
- Procore: Procore is a leading construction management platform serving general contractors and specialty trades including landscaping. While not a marketplace, it represents the broader workflow software stack that landscapers use and could expand into plant procurement over time.
- ServiceTitan: ServiceTitan is a software platform for home and commercial service businesses including landscapers and trades. It provides operations, marketing, and procurement capabilities, representing a potential incumbent that could expand into plant procurement.
Emerging players
- GreenPal: GreenPal operates a marketplace connecting homeowners with lawn care professionals. While serving the demand side (homeowners) rather than supply (landscapers sourcing materials), it shares the same vertical and demonstrates marketplace dynamics in adjacent landscaping segments.
- LawnStarter: LawnStarter is an on-demand lawn care and landscaping services marketplace. Like GreenPal, it operates in the landscaping vertical with a marketplace model but focuses on consumer-to-pro matching rather than B2B procurement of plant materials.
- Curri: Curri is a construction and trades materials delivery marketplace, providing on-demand logistics for building materials. It is comparable to GoMaterials as it solves a fragmented B2B procurement/delivery problem in construction-adjacent verticals.
- Buildertrend: Buildertrend is a construction project management and customer relationship platform for residential builders and remodelers. It targets an overlapping contractor buyer base and includes procurement features that compete for the same workflow real estate as GoMaterials.
- BuildOps: BuildOps is a software platform for commercial contractors and trades, including landscaping and maintenance. Comparable to GoMaterials in targeting the same trades buyer base with workflow tools, though focused on operations rather than plant sourcing.
Regional players
- FBN (Farmers Business Network): FBN operates a farmer-to-farmer commerce and data network for agricultural inputs. While focused on row-crop agriculture rather than ornamental plants, it shares the B2B agricultural-input marketplace model and demonstrates network-effect dynamics in fragmented supply chains.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
GoMaterials social profiles
Digital presenceGoMaterials financial estimates
Financial estimateRevenue estimate
Valuation estimate
GoMaterials leadership team
Management profileNumber of profiles
Profiles2 records
GoMaterials funding detail
Funding detailFunding overview
Funding rounds2 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
GoMaterials 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 GoMaterials
What does GoMaterials do?
GoMaterials operates a B2B online marketplace that connects professional landscapers with hundreds of vetted wholesale nurseries across the USA and Canada. The platform handles the full procurement cycle, including quote submission, 48-hour competitive quote generation, quality assurance, logistics coordination, and real-time order tracking. It is offered free to landscapers and monetized via commissions from preferred supplier nurseries.
Is GoMaterials a public or private company?
GoMaterials is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was GoMaterials founded?
GoMaterials was founded in 2016. It employs 1 to 10 people.
Where is GoMaterials based?
GoMaterials is headquartered in Montréal, Canada, in the North America region.
How does GoMaterials make money?
Three revenue lines are on record. Commission from Preferred Suppliers are the primary driver. The others are regular Supplier Free Tier and free Service for Landscapers.
Who are GoMaterials's main competitors?
Material Bank is listed as a direct peer. Broad incumbents are Houzz Pro, Procore and ServiceTitan. Emerging players are GreenPal, LawnStarter, Curri, Buildertrend and BuildOps. FBN (Farmers Business Network) is listed as a regional player.
Does GoMaterials have an API?
No public API is recorded for GoMaterials.