The B2B and B2C platform for HVAC, heating and cooling wholesalers

Selldi is an all-in-one sales platform for HVAC, heating and cooling wholesalers. It runs a B2B store with per-installer pricing, credit terms and quick reordering, a public B2C store, a rep CRM and an AI Email Reader that turns emailed and PDF or Excel orders into structured orders in your ERP via API. It handles the parts that make climate distribution hard: technical parameters and EU energy labels, component compatibility for multisplit and boiler-plus-pump sets, project quotes for system sizing, seasonal demand swings and cross-border EU selling.

An installer stands in a half-finished utility room, phone in one hand, tape measure in the other. The homeowner wants a heat pump before winter. He needs a 12 kW monobloc that will actually hit its rated output at a low ambient temperature, a buffer tank sized to the system, the right circulation pump, an ErP-compliant controller and a refrigerant that will still be legal in three years. He does not want a catalogue. He wants to know: do you have it, what does it cost at my price, and can it ship tomorrow. Answer in ninety seconds and you keep the order. Make it a phone call, a callback and a PDF quote by email, and you are competing on patience, which installers have none of in September.

That scene contains almost everything that makes selling HVAC and heating products hard. It is not a category where you upload a photo and a price and wait. Every SKU carries technical weight, half the products only make sense combined with three others, and demand doubles the week the weather turns. Here is what a distribution platform has to get right for this trade, and where Selldi fits.

Technical parameters are the product, not the footnote

A heat pump is not defined by its name. It is defined by its rated and modulated output, its SCOP and SEER, its ErP energy class, its refrigerant type and charge, its operating envelope down to minus twenty, and whether it is a monobloc or a split. An installer filtering your catalogue is filtering on those numbers, not on a marketing headline. If your product pages hide the data sheet behind a download, you have lost the person who knows exactly what they need.

In Selldi, technical attributes are first-class fields on the product, not an afterthought glued into the description. Output, efficiency ratings, energy label, refrigerant, connection sizes and any other parameter you decide matters become structured, filterable data. An installer narrows a list of air-to-water pumps to the ones that deliver at low ambient temperature and reads the numbers that let them commit. The same attributes drive B2B search, the B2C store and the data you push to your ERP, so you describe a product once and it is correct everywhere.

Compatibility: nobody buys a heat pump alone

The order in that utility room is never one line. It is the outdoor unit plus the hydraulic module, the buffer, the pump group, the expansion vessel, the controller and the fittings. A multisplit air conditioning job is an outdoor unit matched to a specific mix of indoor heads that must respect the total connectable capacity. A boiler swap drags in a pump group, a flue kit and a filling loop. Sell the pump and forget the pump group and you have not saved the customer time, you have created a second trip and a support call.

Selldi lets you model these relationships instead of leaving them in your team's heads. Compatible components and required accessories are linked to the main unit, so adding an outdoor unit can surface the indoor heads, buffers and pump groups that belong with it. Curated sets and quick order lists package a recurring system, say a standard air-to-water configuration for a typical family house, as a single reorderable list. The installer who fits the same specification twenty times a season stops rebuilding the basket every time.

System quotes and RFQ, because sizing is a conversation

Plenty of climate work does not start with a known SKU. It starts with a building, a heat loss figure and a question: what do I need. That is a request for quote, not a checkout. The installer or the fitter sends over the parameters, someone with the technical judgement to size the system responds with a specified list, and only then does it become an order.

Selldi has built-in RFQ so this happens inside the platform instead of scattered across inboxes. A customer submits a request against real products and stock, your team prices and specifies it against that customer's agreed terms, and the approved quote converts straight into an order without anyone rekeying line items. The technical back-and-forth that used to live in a mail thread now leaves a record and does not evaporate when the person who handled it is on holiday.

Every installer sees their own price

Climate distribution runs on relationships and volume, and the price a large installation firm pays is not the price a one-van sole trader pays. That has to be true automatically, at the moment they log in, without your office fielding a price enquiry for every order.

Selldi is built around per-customer and per-group pricing. Each logged-in installer sees their own net prices, negotiated discounts and credit terms, so a business buying on account can place an order against its limit at two in the morning without waiting for anyone to confirm a figure. Quick order lists and recurring orders cover the predictable side of the trade, the consumables and standard fittings that go out on every job, while RFQ covers the bespoke system work. The same catalogue serves the whole spread, from the trader who reorders the same ten items to the contractor speccing a district-heating retrofit.

Seasonality is a stress test, not a surprise

This trade breathes with the weather. Air conditioning peaks in the first heatwave, heating spikes the week temperatures drop, and a subsidy announcement can empty a warehouse of heat pumps in a fortnight. The failure mode is always the same: your team drowns in phone and email orders exactly when they have no spare minutes, and the manual work that was tolerable in April becomes the bottleneck in October.

This is where the AI Email Reader earns its place. Installers who will never log into a portal still send orders the way they always have, as an email, a PDF from their own system or an Excel sheet. Selldi's AI Email Reader parses those into structured orders, matches the lines to your catalogue and pushes them into your ERP via API, so a seasonal wave of unstructured orders does not become a wall of manual typing. Your staff review and confirm rather than transcribe, and the peak that used to break the office becomes something the system absorbs.

One platform, not five tools

Behind all of this, Selldi keeps one shared spine: one warehouse, one product catalogue, one set of customer records. The B2B store for your installers, the public B2C store for homeowners buying a portable unit or a spare part, the rep CRM your salespeople use to track accounts, the CENTER module for sales channels, and the AI Email Reader all read from the same source. When stock moves or a price changes, it changes once. It connects to your ERP through an API, whether that is SAP, Microsoft Dynamics, NetSuite or any other system you run, rather than forcing you onto a fixed integration.

It is multi-currency and available in several languages, which matters more here than most. Refrigerant rules, energy labelling and heat-pump incentives are European-wide, component brands sell across borders, and a wholesaler in one country routinely supplies installers in the next. Selldi is built to sell cross-border within the EU without a separate storefront for every market.

When Selldi is not the right fit

Honesty helps more than a pitch. If you sell a handful of SKUs to a handful of accounts by phone and everyone is happy, a full platform is more machinery than you need. If your business is pure single-brand retail with no trade customers, no account pricing and no ERP, a simpler storefront will serve you better. And if you will not keep your technical data clean, no platform will save you, because filtering on output and energy class is only as good as the numbers you enter. Selldi pays off when you have real trade customers on differentiated terms, a catalogue where specifications decide the sale, and enough order volume that manual handling is quietly costing you.

The test is that utility room. When the installer asks do you have it, what is my price, and can it ship, the wholesaler who answers instantly wins the order. Structured technical data, linked compatibility, per-installer pricing, RFQ for sizing, reordering for the routine and an AI Email Reader for the flood all exist to make that answer instant. A platform for this trade is judged on whether it makes the answer faster than a phone call.