industry spotlight


Dive into the dynamic wholesale sector, where bulk buying meets streamlined delivery, ensuring efficient product flow and stocking shelves.

Building distribution of the future

The wholesale industry is on a fast track to a bright future. E-commerce is booming, pushing wholesalers online. Data analysis helps predict demand and personalize options for retailers. Automation cuts costs, with robots speeding up order fulfillment. Investors are funding startups that focus on online B2B sales, AI for supply chains, data analytics for demand prediction, and new tech like blockchain and AR.

Why it matters:

The wholesale landscape is shifting dramatically, opening opportunities for startups to capitalize on:

  • Sustainability
  • AR/VR for product visualization
  • Blockchain integration
  • Micro-warehousing

Between the lines:

Don’t underestimate the obstacles! Be ready to tackle regulatory hurdles, integrate complex tech (AI, blockchain), and navigate competition from niche players and “micro-wholesalers”.

Our expert team is equipped with the knowledge needed to develop successful, investment-worthy ventures in the wholesale sector

Secured in funds
Ventures advanced
Industries explored

What we do:

We help secure necessary funding, assist with M&A options, and craft impeccable, insightful wholesale pitch decks and business blueprints.

Go deeper:

Explore our wholesale market analysis to learn about the latest trends, startup challenges, and key strategies for securing investment.

3x growth
Global wholesale market is projected to reach $160.93 trillion by 2032.


Consumers would switch brands for more sustainable packaging.

Fueled by consumer demand for smooth shopping experiences, personalization, and technological advancements

Wholesalers are adopting automation technologies.


Resellers use AI and data analytics to optimize operations.


Distributors implement omnichannel strategies for a seamless buying experience.


In 2023, wholesale startups raised $0.44 billion in funds

With the major investments flowing to:

  • Direct-to-Customer (D2C) Commerce
  • Automation and robotics
  • Data Analytics
  • Sustainability

Leading wholesale venture capital firms

Write to us to know more

Wholesale startup hurdles

Tackling challenges fuels growth. Here are some critical industry issues and practical strategies to address them.

Building strong supplier relationships:

Wholesale businesses rely heavily on securing reliable suppliers who provide consistent quality and pricing. Investors will seek a solid plan for establishing these relationships and mitigating potential supplier risks.

Why it matters:

Troubles with building strong supplier relationships lead to:

  • Reduced trust
  • Lower valuation
  • Operational challenges
  • Difficulty scaling

What it takes:

  • Establish clear communication channels to discuss expectations, challenges, and opportunities openly
  • Demonstrate reliability by paying invoices on time, consistently meeting order deadlines, and maintaining clear communication to build trust with suppliers
  • Explore joint marketing initiatives or exclusive product lines to create mutual value

Competition and market volatility:

Wholesale startups face a double threat: entrenched competitors with deep pockets and a market prone to wild price swings.

Why it matters:

A highly competitive landscape means:

  • Reduced investor confidence
  • Difficulty in valuation
  • Supply chain disruptions

What it takes:

  • Clearly articulate what differentiates you: unique product offerings, a more efficient business model, or a strong focus on a niche market
  • Use market research data to validate your business model and demonstrate a clear path to profitability
  • Develop a strong business plan to address how the startup will navigate market fluctuationspitch deck

Logistics and inventory management:

Managing inventory levels, warehousing, and distribution logistics is essential for profitability. This includes balancing the need for enough stock to fulfill orders while avoiding excess inventory that ties up capital.

Why it matters:

Inaccurate inventory results in:

  • Order cancellations
  • Missed sales opportunities
  • Delays in shipping
  • Failure to meet delivery deadlines

What it takes:

  • Adopt an Inventory Management System (IMS) for synchronized real-time data across all sales channels
  • Explore dropshipping or warehousing alternatives to optimize inventory positioning

Raising funds:

Wholesale businesses, unlike retailers, sell in bulk to other companies. Fundraising helps them secure the upfront capital needed for inventory, warehousing, and logistics, which is crucial for VCs who invest in startups with strong growth potential in the wholesale market.

Why it matters:

Lack of VC funding leads to:

  • Inefficient operations
  • Limited inventory
  • Inadequate marketing efforts
  • Slower scaling
  • Reduced competitive edge

What it takes:

  • Develop a strong GTM strategy
  • Present data-driven projections and market analysis that lead to profitability
  • Craft an investor-appealing pitch deck
  • Build a strong network with industry experts for industry insights with growth potential


How attractive is the industry to potential wholesale investors?

The mix of technology innovations and sustainability makes the sector appealing for investors​ even amidst the current market doom and gloom.

If you are a wholesale startup, how easy is it to raise funds today?

Possible but challenging. Focus on solid financials, a clear plan to profitability, and a unique niche to attract investors.

How long does it take to create a pitch deck and financial model for a wholesale startup?

On average, we handle documentation in 2-3 weeks. But sometimes it might take around a month. Feel free to ask for more information.

What are the key mistakes in pitch decks in wholesale startups?

Many pitch decks don’t tell a compelling story to attract investors. They miss out on explaining why they’ve chosen their market and the timing for it. Also, not showing who their competitors are can make investors hesitant if founders genuinely know how to stand out and bring profit.

How competitive is the wholesale market?

The wholesale market is highly competitive. While there’s always an opportunity, expect to fight with established players and online retailers.

What services do you provide for investors looking to invest or already investing in the wholesale sector?

We help investors identify promising wholesale opportunities through thorough due diligence. Additionally, we support our partner fund’s portfolio companies in their fundraising efforts.

Do you provide wholesale startup M&A support?

Absolutely! Whether you need help pinpointing M&A perspectives, creating coherent CIMs, or crafting models for buy-side and sell-side deals, we are always at your service.

Do you make intros to wholesale startup VCs?

We connect you with relevant wholesale VCs, evaluate the funding round size, team, and product, and support your collaboration with investors from start to long-term partnerships.

Do you have data or research available to purchase on the wholesale market?

Our experts deliver insights on the wholesale market, including wholesale industry analysis, competition assessments, and market overviews. Utilizing trusted data, we help you identify wholesale opportunities, challenges, and investment trends.

Which growth stage of companies have you worked with in the past?

We provide growth and fundraising support to wholesale startups from Pre-Seed through Series C and beyond.

Looking to get into wholesale? Reach out, and let's talk!

Whether you're looking for fundraising support, outsourced M&A advisory, growth strategy consulting, and presentation design, Waveup is your one-stop shop for that and more. Leave your email, and let's discuss your project!

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