B2B Wave
B2B Wave is a UK-based SaaS provider of a cloud-based B2B eCommerce platform built specifically for wholesale distributors, brands, manufacturers, and dropshippers, offering customer-specific pricing, sales rep portals, and pre-built integrations with accounting, ERP, shipping, and payment systems.
- Company typePrivate
- Founded2016
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What B2B Wave does
B2B Wave Ltd is a UK-incorporated (company number 10023457) SaaS provider of a cloud-based B2B eCommerce platform purpose-built for wholesale distributors, brands, manufacturers, and dropshippers. Founded in 2016 and headquartered in London, the platform delivers a branded digital storefront, order and quote management, customer-specific pricing, privacy groups, sales rep portals, mobile ordering apps, PDF catalogs, and a reporting/analytics layer, all designed to overlay existing ERP, accounting, inventory, and shipping systems rather than replace them. The technology stack comprises a browser-accessible web architecture with 20+ pre-built integrations across accounting (QuickBooks, Xero, Sage 200, Brightpearl), payments (Stripe, Authorize.net, Avalara, Balance Payments), shipping (ShipStation, Veeqo), inventory (Zoho Inventory, Cin7 Core, Fishbowl, Linnworks), and workflow (Zapier with 2,000+ apps), backed by SOC 1 Type II, SOC 2 Type II, ISO/IEC 27001:2013, and PCI-DSS data center certifications.
The business model is hybrid product-led and sales-assisted: a 14-day free trial with full platform access and self-serve signup drives SMB acquisition, while demo-based sales engagement targets mid-market and enterprise wholesale accounts. Revenue derives primarily from monthly or annual SaaS subscription fees (fixed access charges per Schedule 3 of the Terms of Service), with usage-based charges for support beyond 8 hours per month (£40/hour support, £90/hour development) and a one-time fee for optional guided onboarding. Paddle serves as Merchant of Record for billing, tax, and customer support, and PartnerStack powers an affiliate program; Edit Solutions operates as the authorized reseller for Australia and New Zealand.
Customer scale is described as "hundreds" globally across food & beverage, apparel, sporting goods, outdoor equipment, and office supplies verticals, with documented outcomes including a 90%+ shift to online orders, 40% sales increases, $200,000 annual labor savings, and a stated NPS of 78. The company operates with 1-10 employees, is privately held with no disclosed institutional shareholders beyond a December 2019 Uni.Fund event, and serves customers in the UK, US, Australia, and New Zealand.
B2B Wave firmographics
Firmographics- Name
- B2B Wave
- Legal name
- B2B Wave Ltd
- Website
- https://b2bwave.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- B2B Wave is a UK-based SaaS provider of a cloud-based B2B eCommerce platform built specifically for wholesale distributors, brands, manufacturers, and dropshippers, offering customer-specific pricing, sales rep portals, and pre-built integrations with accounting, ERP, shipping, and payment systems.
- Ownership category
- akta.pro rank
B2B Wave industry classification
Industry- Product category
- B2B eCommerce Software
- NAICS
- Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518210)
- SIC
- Wholesale-Computers & Peripheral Equipment & Software (5045)
- akta.pro primary industry
- B2B Marketplaces & Wholesale Platforms (BPAMAGAD)
Keywords
Where B2B Wave is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
B2B Wave business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Infrastructure, Marketing or Sales, Operations
Revenue model
- Platform Subscription (SaaS): Monthly or annual subscription fees for access to the B2B eCommerce platform. Access charges are fixed fees as stated in Schedule 3 of Terms of Service. The first 15 days constitute a trial period with no payment obligation.
- Support Services: Support charges included with access charges for a maximum of 4 hours per week (approximately 8 hours per month). Additional support beyond this threshold is charged at GBP 40/hour for support and GBP 90/hour for development.
- Guided Onboarding: Optional paid onboarding service providing structured weekly roadmap, expert support, and personalized setup for a one-time fee.
- Custom Development: Custom integration development at GBP 90/hour. Customers can request custom integrations through API or Zapier.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | 14-day free trial with full platform access |
| Subscription | Monthly | Subscription pricing (fixed access charges) |
| Subscription | Annual | Annual subscription |
| Usage-based | Pay-as-you-go | Additional support beyond included hours |
| One time/ perpetual license | Pay-as-you-go | Guided onboarding service |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
B2B Wave product offering
Product offeringCore offering
B2B Wave is a cloud-based B2B eCommerce SaaS platform that lets wholesale distributors, brands, and manufacturers run a branded, access-protected online ordering portal with customer-specific pricing, volume discounts, quote and order management, sales-rep tools, and PDF catalogs. The platform integrates natively with accounting (QuickBooks, Xero, Sage 200, Brightpearl), inventory (Zoho, Cin7, Fishbowl, Veeqo), payments (Stripe, Authorize.net, Balance Payments, Avalara), and shipping (ShipStation) systems, and extends through a custom API and Zapier connector.
Product overview
B2B Wave is a B2B eCommerce platform offered as a unified SaaS solution with integrated modules. The core platform provides wholesale businesses with a digital ordering portal that connects to existing ERP and accounting systems. The product portfolio includes: the core B2B Wave platform as the central hub, supplemented by specialized modules for Wholesale Website (branded storefront), Orders & Quote Management, Customers & Sales Reps management, B2B Mobile App (for sales rep ordering), Products & Feed Management, PDF Catalogs, Reporting & Analytics, and Pricing & Payment Management. The platform targets wholesale distributors, brands, manufacturers, and suppliers, offering solutions for specific industry verticals including apparel, building materials, cleaning supplies, cosmetics, electronics, food & beverage, hardware, medical supplies, office supplies, and sporting goods.
Differentiator
Problem solved
Functional benefit
Products and services
- B2B Wave Platform Cloud-based B2B eCommerce SaaS platform that provides wholesale distributors, brands, and manufacturers with a branded digital storefront, customer-specific pricing, order and quote management, sales-rep portals, inventory sync, and PDF catalogs. Integrates natively with QuickBooks, Xero, Sage 200, Brightpearl, Zoho, Cin7, Fishbowl, Veeqo, Stripe, Authorize.net, Avalara, ShipStation, Shopify, and Zapier, and is extensible via a custom API.
- Guided Onboarding Optional paid onboarding service for new B2B Wave customers, providing a structured weekly roadmap, expert support, and personalized setup to help wholesale businesses go live faster on the platform. Sold as a one-time fee on top of the platform subscription.
- Custom Development Paid custom-development service billed at GBP 90 per hour (excluding VAT) for building tailored integrations or functionality on top of B2B Wave, requested via the platform's API or Zapier connector.
Quantifiable outcome
- 40% increase in sales
- +5 more outcomes
Companies that use B2B Wave
Customer profileNamed customers8 records
Segments7 records
Ideal customer profiles3 records
B2B Wave technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration17 records
Feature8 records
B2B Wave partnerships and signals
Strategic signalPartnerships
19 partnerships are on record, tiered core and strategic.
- QuickBookscoreQuickBooks Online and QuickBooks Enterprise integration enabling seamless sync of orders, invoices, customer data, and accounting information between B2B Wave platform and QuickBooks accounting software.
- XerocoreXero accounting software integration for automated invoice creation and financial data synchronization.
- StripecorePayment gateway integration for processing credit card payments and managing online transactions within the B2B platform.
- Authorize.netcorePayment gateway integration providing additional payment processing options for B2B transactions.
- AvalaracoreTax calculation and compliance integration for automated tax handling across jurisdictions.
- ShipStationcoreShipping management integration for automated carrier selection, rate calculation, label generation, and order tracking.
- ZapiercoreIntegration platform connecting B2B Wave to 2,000+ apps for workflow automation and data synchronization across business systems.
- ZohocoreZoho inventory and business management software integration for inventory sync and business operations management.
- BrightpearlcoreERP and retail management system integration for inventory, orders, and accounting synchronization.
- ShopifycoreShopify eCommerce platform integration with improved data syncing capabilities for merchants operating both B2B and B2C channels.
- VeeqocoreMulti-channel inventory and shipping management integration. Early adopter customers like Tradewinds Outdoor Limited worked with B2B Wave support team to build required functionality.
- Cin7 CorecoreInventory management and order tracking integration for synchronized inventory data across B2B eCommerce and back-end systems.
- FishbowlcoreInventory management system integration connecting B2B Wave with Fishbowl inventory and warehouse management.
- LinnworkscoreOrder management and inventory synchronization integration announced in recent product updates.
- Balance PaymentscoreB2B payment platform providing digital net terms, embedded finance, and payment processing specifically designed for B2B eCommerce. Manages 100% of payment stack in-house with instant qualification for terms.
- PaddlecoreMerchant of Record service handling all customer orders, payment processing, customer service inquiries, and returns for B2B Wave.
- PartnerStackstrategicPartner management platform used by B2B Wave to manage affiliate relationships with partners who have networks of wholesale distributors and brands.
- Sage 200coreSage 200 ERP integration for accounting and business management synchronization.
- Edit SolutionsstrategicAuthorized reseller for Australia and New Zealand markets, responsible for contacting customers in those regions regarding demo requests and sales.
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
B2B Wave competitors and assessment
Company assessmentBroad incumbents
- Shopify: Shopify operates Shopify Plus and a dedicated B2B offering, providing branded storefronts, custom pricing, and net terms for wholesale. It is a broad incumbent in B2B eCommerce that overlaps directly with B2B Wave's core use case, but at a much larger scale and with both B2C and B2B capabilities.
- BigCommerce: BigCommerce's B2B Edition targets wholesale distributors, brands, and manufacturers with customer-specific pricing, quote management, and ERP integrations. It is a broader commerce platform incumbent that directly competes with B2B Wave in the B2B wholesale segment.
- Adobe Commerce (Magento): Adobe Commerce (formerly Magento) is an enterprise-grade commerce platform widely used for B2B wholesale with complex catalogs, custom pricing, and B2B workflows. It is a broad incumbent competing for the same mid-market and enterprise wholesale customers B2B Wave targets.
- WooCommerce: WooCommerce is an open-source WordPress commerce plugin that, with B2B extensions, serves wholesale use cases. It is a broad incumbent / alternative for SMB wholesalers evaluating whether to buy a dedicated platform like B2B Wave versus a generalist + plugins stack.
Direct peers
- NuOrder: NuOrder is a B2B wholesale platform purpose-built for brands and their retail buyers, offering digital line sheets, ordering, and inventory visibility. It is a direct peer focused exclusively on wholesale ordering — closely aligned to B2B Wave's target use case.
- Handshake (B2B): Handshake is a B2B commerce platform for wholesalers, distributors, and brands that digitizes ordering, rep activities, and customer-specific pricing. It is a direct peer in the same B2B wholesale SaaS category as B2B Wave.
- Sana Commerce: Sana Commerce is a B2B eCommerce platform tightly integrated with Microsoft Dynamics and SAP ERPs, targeting distributors and manufacturers with customer-specific pricing and ordering. It is a direct peer in B2B wholesale SaaS, particularly relevant for customers on Dynamics/SAP.
- Orderwave: Orderwave is a B2B eCommerce platform for wholesalers and distributors offering branded portals, custom pricing, and ERP integrations. It is a direct peer in the SMB/mid-market B2B wholesale platform category alongside B2B Wave.
- Zoey Commerce: Zoey is a B2B and wholesale-focused eCommerce platform serving SMB and mid-market merchants with custom pricing, quote management, and customer portals. It is a direct peer competing for the same SMB wholesale customer segment as B2B Wave.
Others
- Brightpearl: Brightpearl is a retail/ERP system with which B2B Wave has a Core integration, but it also offers commerce and order management functionality that overlaps with parts of B2B Wave's scope. It is an adjacent ecosystem participant that is both a partner and a partial substitute.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
B2B Wave social profiles
Digital presenceB2B Wave compliance and trust
Trust signalCompliance4 records
B2B Wave financial estimates
Financial estimateRevenue estimate
Valuation estimate
B2B Wave leadership team
Management profileNumber of profiles
Profiles3 records
B2B Wave funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
B2B Wave 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 B2B Wave
What does B2B Wave do?
B2B Wave is a cloud-based B2B eCommerce SaaS platform that lets wholesale distributors, brands, and manufacturers run a branded, access-protected online ordering portal with customer-specific pricing, volume discounts, quote and order management, sales-rep tools, and PDF catalogs. The platform integrates natively with accounting (QuickBooks, Xero, Sage 200, Brightpearl), inventory (Zoho, Cin7, Fishbowl, Veeqo), payments (Stripe, Authorize.net, Balance Payments, Avalara), and shipping (ShipStation) systems, and extends through a custom API and Zapier connector.
Is B2B Wave a public or private company?
B2B Wave is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was B2B Wave founded?
B2B Wave was founded in 2016. It employs 1 to 10 people.
Where is B2B Wave based?
B2B Wave is headquartered in London, United Kingdom, in the Europe region.
How does B2B Wave make money?
Four revenue lines are on record. Platform Subscription (SaaS) is the primary driver. The others are support Services, guided Onboarding and custom Development.
Who are B2B Wave's main competitors?
Broad incumbents on record are Shopify, BigCommerce, Adobe Commerce (Magento) and WooCommerce. Direct peers are NuOrder, Handshake (B2B), Sana Commerce, Orderwave and Zoey Commerce. Brightpearl is listed as an others.
Does B2B Wave have an API?
Yes. B2B Wave offers an API that enables custom integrations with their B2B eCommerce platform. The API allows businesses to build tailored integrations and connect to external systems. Additionally, the platform supports Zapier integration, enabling connection to 2,000+ apps. Developer documentation is at www.b2bwave.com/integration/api.
What industry is B2B Wave in?
B2B Wave's product category is B2B eCommerce Software. Its primary akta.pro industry code is BPAMAGAD, B2B Marketplaces & Wholesale Platforms. Its NAICS code is 518210 and its SIC code is 5045.