Better Market

What Better Market does

Better Market is a B2B communication-based marketplace operated by United Merchants LTD that enables global food and beverage wholesale trading among three verified user roles: Producers, Buyers, and Agents/Brokers. The platform facilitates product discovery, partner search, negotiation, logistics/transport discussion, and transaction finalization, with a vetting process under which only verified profiles can engage in full communication and view extended company information. The operating entity is a private limited company registered in England and Wales, with the website domain registered in Vilnius, Lithuania; the company was founded in 2020 and presently has 1-10 employees.

The core technology is a web-based platform built around user profiles, product catalogs, and communication features. There is no disclosed API, SDK, mobile app, or proprietary technology stack; third-party integrations are limited to Google Analytics, Facebook Custom Audiences, and Google Dynamic Remarketing for advertising and site analytics. All functional scope — discovery, matchmaking, negotiation, and transaction support — is delivered through the same web interface.

The business model is freemium in structure but currently operates entirely on the free side: as of May 2025, all services are free of charge with no subscription fees or per-usage billing, and the Terms of Service reserve the right to introduce paid features in the future. The Privacy Policy now collects credit card details, suggesting backend preparation for billing or transaction processing. Go-to-market is self-service platform registration via bettermarket.io, targeted at enterprise B2B users in the food and beverage wholesale value chain. No customer logos, pricing tiers, user counts, GMV, funding history, or revenue figures are disclosed.

Name

Better Market

Legal name

United Merchants LTD

Website

https://bettermarket.io

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Better Market is a free, B2B communication-based marketplace where verified food and beverage Producers, Buyers, and Agents can discover products, negotiate terms, and finalize wholesale transactions globally.

Ownership category

akta.pro rank

Product category

B2B Food Wholesale Marketplace

NAICS

General Line Grocery Merchant Wholesalers (42441), Wholesale Trade Agents and Brokers (42512)

SIC

Wholesale-Groceries & Related Products (5140)

akta.pro primary industry

B2B Marketplaces & Wholesale Platforms (BPAMAGAD)

akta.pro secondary industry

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

Keywords

• B2B food marketplace
• Wholesale trading platform
• Food and beverage sourcing
• Supplier discovery platform
• Commodity trading marketplace

Headquarters

HQ city

Vilnius

HQ country

Lithuania

HQ region

Europe

Markets served

GTM type

B2B

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Current Free Model: As of May 2025, Better Market services are free of charge with no subscription fees or billing for usage. The company reserves the right to introduce paid features in the future, with new terms to be published and users notified in advance.

Pricing tiers

Distribution channels1 record

Core offering

Better Market operates a B2B communication-based online marketplace that connects verified food and beverage Producers, Buyers, and Agents for wholesale trading. Users discover product offerings, search for trading partners, negotiate terms, discuss transport and logistics, and finalize transactions through the platform. As of May 2025, all platform services are free of charge with no subscription fees, and only verified user profiles can engage in full communication and view extended company information.

Product overview

Better Market is a B2B communication platform operated by United Merchants LTD that enables food wholesale trading. The single unified product, the Better Market Platform, connects verified Users across three roles—Buyers seeking food/beverage products, Producers offering such products, and Agents facilitating introductions between parties. The platform provides core functionality for product discovery, partner search, negotiation, logistics discussion, and transaction finalization. As of May 2025, platform services are free of charge with no subscription fees.

Differentiator

Problem solved

Functional benefit

Products and services

• Better Market Platform

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Recent moves4 records

Expansion highlights4 records

Emerging players

• Jumbotail: Jumbotail is a B2B grocery and food marketplace targeting retailers and small businesses in India. It overlaps with Better Market in the wholesale grocery sourcing use case, though with a regional rather than global focus.
• WayCool Foods: WayCool operates a B2B food distribution and sourcing platform in South Asia, connecting farmers/producers with retailers and food service buyers. It is comparable to Better Market as a regional B2B food marketplace with similar producer-buyer dynamics.

Direct peers

• Tridge: Tridge is a B2B global food and agriculture marketplace connecting verified buyers and suppliers across categories. It is the closest direct competitor to Better Market in terms of category (F&B wholesale), target users (producers, buyers, agents), and global scope.
• Torg: Torg is a B2B food and beverage marketplace helping brands and retailers source from verified producers across Europe. It directly mirrors Better Market's model of connecting producers and buyers in food wholesale with a verification layer.

Broad incumbents

• Alibaba (1688.com / Alibaba.com): Alibaba's B2B platforms host an extensive food and beverage wholesale category with millions of verified suppliers and decades of buyer relationships. It represents the dominant broad incumbent Better Market must compete against for global B2B food trade.
• Udaan: Udaan is an India-headquartered B2B commerce platform covering multiple categories including FMCG and food. As a broad incumbent with marketplace infrastructure, it competes with Better Market for digital food wholesale buyer attention, particularly in Asia.

Regional players

• Twiga Foods: Twiga Foods operates a B2B food distribution platform linking producers and vendors in East Africa. It shares Better Market's marketplace structure for food wholesale but is regionally focused rather than global.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks5 records

Key highlights5 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Better Market