The B2B Platform Built for Building Materials Wholesalers

Selldi is an all-in-one sales system for building materials wholesalers and distributors. It runs a B2B trade portal with per-customer pricing, credit limits and quick reorder lists, a B2C store for smaller buyers, a field-rep CRM, a central offer and channel hub (CENTER), and an AI Email Reader that turns emailed orders and PDF or Excel attachments into structured orders in your ERP. It handles mixed units (piece, metre, square metre, bag, pallet, bulk), tiered contractor pricing, RFQ project quotes and multi-currency cross-border EU sales, and connects to any ERP via API, including SAP, Microsoft Dynamics and NetSuite.

It is 6:40 on a Tuesday and the trade counter is already three deep. A groundworker wants forty bags of a rapid-set mix, half a pallet of rebar cut to length, and he wants it on site before the pour at ten. Behind him a plumber is holding a printout of last month's order, tapping the same eight lines he buys every fortnight. Somewhere in the back office a rep is copying a builder's emailed order, line by line, into the system, squinting at whether "25s" means bags or metres. This is the reality of a builders' merchant: fast, physical, and drowning in small repetitive decisions. Most B2B software was never built for it.

Selldi is. It is an all-in-one sales system for wholesalers and distributors that share one warehouse, one product catalogue and one customer file across every channel: a B2B trade portal, a B2C store, a field-rep CRM, a central offer hub, and an AI layer that reads orders out of the emails your customers already send. The point is not to bolt a shopping cart onto your business. The point is to let a merchant sell heavy, awkward, unit-heavy goods to trade accounts without the counter grinding to a halt.

Units that actually match a builders' yard

Building materials refuse to sit in neat boxes. Insulation sells by the square metre but ships as packs. Rebar is priced per metre and cut to order. Cement moves by the bag, then by the pallet, then by the bulk load. Aggregate is weighed. A platform that only understands "quantity 1, quantity 2" turns every one of these into a workaround, and workarounds are where mistakes live. Selldi lets a product carry several selling units at once, with the conversions defined for you, so a customer can order twelve square metres and the system knows that means so many packs, so many pallets, and what that does to the delivery.

The same catalogue feeds the trade portal, the counter and the B2C store, so a bag of screed is one product with one stock figure, not three versions that drift out of sync by Friday afternoon.

Every contractor sees their own price

In this trade, the list price is a starting point, not the deal. The big groundworks firm has a rate. The regular jobbing builder has another. A new account gets the counter price until they prove themselves. Volume changes everything, and it changes at thresholds, buy a pallet and the per-unit price drops, buy a truckload and it drops again.

Selldi handles this the way your sales manager already thinks about it. Prices attach to customer groups and to individual accounts, tiered quantity breaks apply automatically, and when a contractor logs in they see their price, their terms, their history, and nothing that belongs to someone else. No spreadsheets emailed around. No "let me check with the office" while a customer waits.

Credit terms without the phone call

Trade accounts run on credit, and credit is where a lot of merchant relationships live or die. Selldi carries credit limits and payment terms on the account itself. A customer can see how much room they have left before they load a basket; an order that would push them past the limit is flagged before it becomes an awkward conversation, not after the goods have gone out. Your team keeps control of exposure without turning every order into a manual approval.

The reorder that takes ten seconds

Look at what a merchant's regulars actually do: they buy the same materials, again and again, in rhythm with their jobs. The plumber with his fortnightly list. The maintenance contractor topping up fixings. Making them hunt through a catalogue for products they have bought fifty times is a tax on your best customers.

Selldi gives them quick order lists built from their own history, one-click repeat of a past order, and recurring orders that can be set to arrive on a schedule. For a busy tradesperson that is the difference between placing an order from the van at a red light and putting it off until they run out on site.

Heavy, bulky, and going to a live site

Delivering a pallet of blocks is not delivering a parcel. It goes on a wagon, it may need a tail-lift or a moffett, and it is going to a site with an access window and a foreman who wants it before the gang arrives. Selldi lets you model delivery around the goods and the destination rather than pretending everything fits in a courier box, so a customer choosing pallet delivery to a site sees realistic options, and your logistics team gets orders that reflect how the yard actually loads and routes. Smaller items and click-and-collect from the trade counter sit alongside it in the same flow.

Quotes for the job, not just the basket

A lot of merchant business starts as a question, not a cart: "what would the full materials list for this extension cost me?" That is an RFQ, and it deserves better than a cart total. In Selldi a customer or a rep can raise a request for quote against a project, your team prices it with the right rates and any project-specific terms, and it comes back as a document the builder can act on and reorder from. The quote, the pricing and the account all live in the same place, so when the job goes ahead the order is already halfway written.

Selling across the border

Building materials cross borders constantly, especially within the EU, and Selldi is built for that. Multi-currency pricing means a buyer in another country sees prices in their money, not a mental conversion. The platform runs in eight languages, so your catalogue and your portal speak to the market you are selling into. A distributor in one country can serve trade accounts in several without standing up a separate system for each.

The office work that runs itself

Two pieces do the quiet heavy lifting. The AI Email Reader takes the orders your customers still send as free-text emails, PDFs or Excel sheets, reads them, and turns them into structured orders in your ERP, no rep retyping "25 x bag, cut rebar 6m" and hoping they got the unit right. And Selldi connects to any ERP via API, whether that is SAP, Microsoft Dynamics, NetSuite or the system you already run, so stock, prices, customers and orders stay in one truth rather than being keyed twice.

Around that sit the CRM, where field reps track accounts, activity and the mailbox, and CENTER, the central hub for your offer and sales channels, including marketplaces. B2B trade, B2C retail, reps in the field and your back office all draw on the same warehouse, the same products and the same customer records.

When Selldi is not the right fit

Honesty helps both of us. If you sell to a handful of accounts on a first-name basis and everything runs fine over the phone, a full platform is more machinery than you need. If your entire business is walk-in retail with no trade accounts, no credit terms and no reorder patterns, a simpler storefront will serve you better and cost you less thought. And if your ERP has no API and you are not willing to change it, the automation that makes Selldi worthwhile will be fighting you. Selldi earns its keep for SME wholesalers and distributors with real trade accounts, mixed units, tiered pricing and enough repeat volume that the manual work is genuinely eating hours. If that is not you yet, wait until it is.

The way to know is to see it against your own materials. Selldi is available to try as a working demo before you commit, on subscription or on a licence, so you can load a few of your own products, set a contractor rate, raise a mock quote and watch an emailed order land in the ERP, before anyone signs anything.