b2b.store
b2b.store is a UK-based B2B eCommerce and AI-powered engagement platform (ProConnect) serving wholesalers, distributors, and supplier brands with WhatsApp-led ordering, payments, customer service and trade-marketing execution.
- Company typePrivate
- Founded2015
- HeadquartersWarwick, United Kingdom
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What b2b.store does
b2b.store (founded 2015, HQ Warwick, UK; 11-50 employees; previously RNF, rebranded April 2021) operates an ERP-connected, AI-powered B2B engagement and eCommerce platform targeted at wholesalers, distributors and supplier brands in the FMCG and adjacent verticals. The company's flagship ProConnect platform, launched January 2025 and substantially expanded in January 2026, combines transactions, marketing, customer service and AI-driven insights across WhatsApp, email, SMS, web, app and voice, and is built on the WhatsApp Business Platform API. Proprietary AI components include ProAgent (a 24/7 ordering and support agent), an AI Image Generator, AI Demand Alerts that fuse weather and event-calendar forecasts with historical buying patterns, multilingual AI voice agents supporting up to 100 languages, and the ProConnect Assistant for natural-language data queries. The platform integrates with major ERP systems (e.g., Aptean) and offers Open Banking pay-by-bank payments, with ISO-27001 certification and ISO-42001 AI-governance advocacy.
The company monetises through SaaS subscriptions to ProConnect, managed services/consultancy, Open Banking transaction fees, and bespoke ERP integration and AI workshop engagements. Pricing is quote-based and tailored to customer size; no public list pricing is disclosed. Distribution combines direct demo-led enterprise sales with self-service onboarding for SMBs, supplemented by an embedded channel via the Sugro UK buying group (preferred-vendor status; Sugro Service Provider of the Year 2025) and co-marketing with major brands including Mars Wrigley, PepsiCo, Mondelez, Bridgestone and Bestway Wholesale. Named customers range from enterprise buyers (Booker, Bestway, AAH Pharmaceuticals) through mid-market (East N West Cash & Carry, Ramsden International) to long-tail independents (R&I Jones, Plume Deliveries, BGC Wholesale, KCS, Sandea, North West Wholesale, Thomsons, Barry Group, Time Wholesale Services), with reported outcomes including 80% of orders placed online (R&I Jones), 50% of delivered sales moved online (East N West), £4,500 profit from a single targeted WhatsApp send (UK retail wholesaler), and 73% read rates / 34% redemption rates from a global soft drinks brand campaign.
b2b.store firmographics
Firmographics- Name
- b2b.store
- Legal name
- B2B Store
- Website
- https://b2b.store
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- b2b.store is a UK-based B2B eCommerce and AI-powered engagement platform (ProConnect) serving wholesalers, distributors, and supplier brands with WhatsApp-led ordering, payments, customer service and trade-marketing execution.
- Ownership category
- akta.pro rank
b2b.store industry classification
Industry- Product category
- B2B eCommerce Software
- NAICS
- Office Supplies and Stationery Retailers (45941)
- akta.pro primary industry
- Office Supplies, IT & Workplace Procurement Marketplaces (CRAFAHAF)
- akta.pro secondary industry
- B2B Marketplaces & Wholesale Platforms (BPAMAGAD)
Keywords
Where b2b.store is headquartered
LocationHeadquarters
- HQ city
- Warwick
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
b2b.store business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- SaaS subscription (ProConnect Platform): Recurring subscription-based access to the ProConnect platform for self-service customers, bundling promotions, ordering, customer service and payments modules. Customers can also opt for managed services (full support).
- Managed services / consultancy: Full-support managed service option where the b2b.store team guides clients through set-up, strategy, ongoing communications and consultancy, tailoring the service to commercial needs.
- Open Banking / Pay-by-Bank transaction fees: Transaction-based revenue from B2B Open Banking payments. The company has processed more than 3,000 transactions a month and passed £1 million in B2B Open Banking transactions, charging per-transaction fees on pay-by-bank payment links/requests.
- Professional / implementation services: Revenue from bespoke ERP integration projects, AI workshops and consultancy engagements (e.g., multi-month migration and data testing for East N West's Aptean ERP integration, AI workshop programmes for Ramsden International).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Annual | Quote-based subscription — Self-service and Full-support ProConnect packages |
| Transaction based/ take rate | Pay-as-you-go | Pay-by-Bank transaction-based pricing on Open Banking payments |
Go-to-market motion4 records
Distribution channels6 records
Marketing channels10 records
b2b.store product offering
Product offeringCore offering
b2b.store operates ProConnect, an ERP-connected AI-powered B2B engagement platform built on the WhatsApp Business Platform. It unifies ordering, marketing, customer service and payments across email, SMS, WhatsApp, voice, web and app for wholesalers, distributors and supplier brands. The platform supports 100+ languages with multilingual voice ordering and includes Open Banking pay-by-bank payments, an AI campaign strategist, AI Image Generator, AI Demand Alerts and a private AI assistant for wholesale.
Product overview
b2b.store operates a platform-plus-modules architecture. The core is the b2b.store customer portal/eCommerce storefront (including the Enterprise tier), on top of which sits ProConnect — the AI-powered B2B engagement platform that combines promotions, ordering, customer service and payments across WhatsApp, email, SMS, voice, web and app. ProConnect embeds ProAgent, the AI layer that powers the 24/7 ordering-and-support agent, the AI campaign strategist, the AI Image Generator, AI Demand Alerts and the ProConnect Assistant. ProConnect Payments adds Open Banking pay-by-bank flows, and Service Hub workflows (e.g., Foodservice Menu Builder) package common use cases. Customers can also procure the storefront and engagement capabilities independently or together, depending on their priority.
Differentiator
Problem solved
Functional benefit
Brands
- ProConnect: ERP-connected AI agents and B2B engagement platform for wholesale commerce, including WhatsApp Business API tools, online ordering, AI-powered voice agents, ProAgent, and a private AI assistant for wholesale. ISO-27001 compliant.
Products and services
- ProConnect Platform AI-powered B2B engagement platform for wholesalers, distributors and supplier brands that unifies ordering, marketing, customer service and payments across email, SMS, WhatsApp, web, app and voice, with multilingual AI support and Open Banking payments.
- b2b.store Customer Portal B2B eCommerce storefront and customer portal bringing customer management, invoicing and Open Banking payments together for trade customers placing online orders with wholesalers and distributors.
- b2b.store Enterprise Enterprise-tier B2B eCommerce platform for large-scale deployments, providing the underlying storefront technology on which ProConnect and bespoke B2B eCommerce sites are built.
- ProConnect Open Banking (Pay-by-Bank) Open Banking-based pay-by-bank payment solution integrated with ProConnect that generates instant payment links in email, SMS, WhatsApp and voice with status tracking, automated credit-control follow-ups and faster reconciliation.
- B2B WhatsApp AI Voice Agent AI-powered voice agent inside ProConnect that supports hands-free multilingual voice ordering, invoice and account help, customer-survey voice calls and AI sales-agent callbacks.
- AI Campaign Strategist ProConnect AI capability that generates retailer campaign plans, drafts on-brand WhatsApp copy, builds interactive journeys and analyses campaign performance to recommend next actions.
Quantifiable outcome
- 81% WhatsApp open rate and 21% flow engagement rate, delivering more than £4,500 profit on a small-cost targeted send (UK retail wholesaler)
- +9 more outcomes
Companies that use b2b.store
Customer profileNamed customers24 records
Segments6 records
Ideal customer profiles3 records
b2b.store technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
AI capability15 records
Feature10 records
b2b.store partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and flagship.
- Sugro AI Accelerator cohort (wholesaler members)coreProgramme launched November 2025 in which b2b.store delivers AI consultancy, workshops and tailored AI solutions to Sugro member wholesalers (e.g., Ramsden International). Cohort activities announced January 2026.
- Sugro UK (ERP integration deal)coreDeal announced August 2024 to allow Sugro integration with all major ERPs, extending b2b.store's reach across the Sugro membership via existing customer ERP estates.
- WhatsApp (Meta) / WhatsApp Business PlatformcoreProConnect is built on the WhatsApp Business Platform (API), providing the compliant messaging infrastructure that powers structured journeys, WhatsApp Flows, governance, templates, multi-user access and reporting for all customer deployments.
- Mars WrigleyflagshipMulti-year co-development partner: jointly published the WhatsApp brochure, eB2B Perfect Content guide, Introducing AI in Wholesale brochure and Quick Commerce playbook. Mars Wrigley also sponsors Mars Wrigley-branded WhatsApp and Perfect Store programmes run through ProConnect.
- Sugro UKflagshipLong-standing buying-group partner. Sugro UK recommends b2b.store's B2B eCommerce module as the preferred B2B solution to its members, operates the Sugro B2B WhatsApp channel with b2b.store, runs the Sugro AI Accelerator for AI consultancy to wholesalers, and awards b2b.store Service Provider of the Year (2025).
- PepsiCocoreJoint split-testing projects with multiple wholesalers on online best practice in the wholesale channel; co-marketed via the Sugro/PepsiCo split-testing programme. Customer quote: "Ultimately, if we can refine our approaches to be the best they possibly can be, that will result in more sales for everyone" (Amber Madkour, PepsiCo).
- Lumina IntelligencecoreLong-standing commercial partnership producing the annual Wholesale Online Report (2023 and 2025 editions), providing must-have views of food and nutrition markets for suppliers, wholesalers, retailers and foodservice outlets.
- Aptean (ERP)coreERP integration partnership enabling ProConnect to connect with Aptean ERP systems (used by East N West Cash & Carry for online ordering, WhatsApp, payments and AI tooling). b2b.store's technical team manages the multi-month migration and data testing for live go-lives.
- Open Banking / Pay-by-Bank providerscoreIntegration with Open Banking infrastructure providers enables pay-by-bank payment links and requests sent through WhatsApp, SMS and email, with status tracking and credit-control workflows. The platform has processed more than 3,000 B2B Open Banking transactions per month and over £1M cumulatively.
Scale indicators16 records
Recent moves6 records
Expansion highlights6 records
b2b.store competitors and assessment
Company assessmentBroad incumbents
- BigCommerce (B2B Edition): BigCommerce offers a B2B Edition built on its headless commerce platform, serving wholesalers and manufacturers with ERP/punchout integrations. It is a broader incumbent targeting the same B2B wholesale use cases as b2b.store but as part of a wider commerce portfolio.
- Spryker: Spryker is a composable commerce platform used by large enterprises for B2B and B2C commerce, including wholesale/distribution scenarios. It targets larger enterprise customers than b2b.store typically serves, but competes for the same digital commerce RFPs.
- Shopify (Shopify Plus B2B): Shopify Plus now offers B2B features (wholesale channels, company accounts, net terms) targeting merchants and wholesalers. As a much larger horizontal commerce platform, Shopify is a strategic threat to b2b.store's specialized B2B wholesale positioning despite very different target customer profiles.
Direct peers
- Mirakl: Mirakl provides marketplace and vendor-onboarding infrastructure used by distributors and wholesalers to build B2B commerce platforms. It overlaps with b2b.store's wholesale/distributor target customer base and AI-driven product capabilities, though Mirakl focuses on marketplace architecture rather than WhatsApp engagement.
- Pepperi: Pepperi is a B2B sales/ordering platform focused on field sales reps, mobile ordering and B2B catalog commerce for wholesalers and distributors. It overlaps with b2b.store's ordering, catalog and B2B engagement use cases, with similar SMB/mid-market customers.
- TradeCentric (B2B punchout): TradeCentric provides B2B integration and punchout/catalog connectivity between buyers' ERP/procurement systems and supplier eCommerce platforms. It competes with b2b.store's ERP-integration layer for the same wholesale-distributor workflow.
- Kibo Commerce: Kibo Commerce is a B2B and unified commerce platform with OMS, eCommerce and personalization capabilities used by distributors and brand manufacturers. It competes with b2b.store for the same B2B wholesale/brand engagement budgets, though Kibo is US-headquartered and more horizontal.
- Sana Commerce: Sana Commerce is a B2B eCommerce platform tightly integrated with ERP systems (SAP, Microsoft Dynamics, etc.) for wholesalers, distributors and manufacturers. It is the closest direct peer to b2b.store in ERP-connected B2B commerce, though it lacks WhatsApp-native AI agents.
Emerging players
- Whisbi (conversational commerce): Whisbi provides live chat, conversational and WhatsApp-style engagement tools for B2B sales and customer service. It overlaps with b2b.store's WhatsApp-driven customer service and AI-agent capabilities, though Whisbi is more horizontal across verticals.
- Zoey (B2B eCommerce): Zoey provides B2B and wholesale eCommerce functionality (price lists, customer groups, quote management) on a Magento-derived platform. It is a smaller, more SMB-focused peer to b2b.store in the wholesale storefront layer.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
b2b.store social profiles
Digital presenceb2b.store compliance and trust
Trust signalCompliance4 records
b2b.store financial estimates
Financial estimateRevenue estimate
Valuation estimate
b2b.store leadership team
Management profileNumber of profiles
Profiles2 records
b2b.store funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
b2b.store 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.store
What does b2b.store do?
b2b.store operates ProConnect, an ERP-connected AI-powered B2B engagement platform built on the WhatsApp Business Platform. It unifies ordering, marketing, customer service and payments across email, SMS, WhatsApp, voice, web and app for wholesalers, distributors and supplier brands. The platform supports 100+ languages with multilingual voice ordering and includes Open Banking pay-by-bank payments, an AI campaign strategist, AI Image Generator, AI Demand Alerts and a private AI assistant for wholesale.
Is b2b.store a public or private company?
b2b.store is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was b2b.store founded?
b2b.store was founded in 2015. It employs 1 to 10 people.
Where is b2b.store based?
b2b.store is headquartered in Warwick, United Kingdom, in the Europe region.
How does b2b.store make money?
Four revenue lines are on record. SaaS subscription (ProConnect Platform) is the primary driver. The others are managed services / consultancy, open Banking / Pay-by-Bank transaction fees and professional / implementation services.
Who are b2b.store's main competitors?
Broad incumbents on record are BigCommerce (B2B Edition), Spryker and Shopify (Shopify Plus B2B). Direct peers are Mirakl, Pepperi, TradeCentric (B2B punchout), Kibo Commerce and Sana Commerce. Emerging players are Whisbi (conversational commerce) and Zoey (B2B eCommerce).
Does b2b.store have an API?
Yes. b2b.store is built on and offers the WhatsApp Business Platform (API) for compliant business messaging at scale, providing automation, templates, governance, reporting and team access. They also reference an API in a digital glossary blog post ('Digital glossary: What does API mean?') and integrate via APIs with client ERP systems (e.g., Aptean ERP). No public developer-facing API documentation or sandbox details are provided. Developer documentation is at www.b2b.store/digital-glossary-what-does-api-mean.
What industry is b2b.store in?
b2b.store's product category is B2B eCommerce Software. Its primary akta.pro industry code is CRAFAHAF, Office Supplies, IT & Workplace Procurement Marketplaces, with a secondary code of BPAMAGAD, B2B Marketplaces & Wholesale Platforms. Its NAICS code is 45941.