A B2B Platform Built for Medical Supply Wholesalers and Distributors

Selldi is an all-in-one sales platform for medical supply wholesalers and distributors: a B2B ordering portal with per-facility pricing, credit terms, recurring supply orders and RFQ, a B2C store, a rep CRM, sales channels, an AI Email Reader that turns emailed orders and PDFs into ERP entries, and integration with any ERP via API. It handles catalogue reference numbers, UDI, EAN/GTIN, sterile and non-sterile variants, and product documents. It is the selling and ordering layer, not a regulatory system: MDR obligations, batch traceability and quality records stay in your ERP and QMS.

It is 7:40 on a Monday and a procurement lead at a regional clinic group is doing the thing she does every Monday: rebuilding last week's supply order. She has a spreadsheet a colleague emailed her, a photo of a shelf label with a half-legible reference number, and a memory that the examination gloves came in the wrong size last time. She calls your sales desk, reads out catalogue codes, waits while someone checks whether the sterile variant is the one on her contract price, and asks, again, for the certificate for the wound dressings because her auditor wants it on file. None of this is unusual. This is the ordinary friction of distributing medical supplies, and most of it exists because the buyer cannot simply see her own catalogue, at her own prices, with the right documents attached.

That morning is the problem a B2B platform is supposed to remove. Not by turning your wholesale business into a consumer storefront, but by giving every facility a self-service ordering surface that already knows who they are, what they pay, and what they buy on repeat. Selldi is built for exactly that kind of distributor: an all-in-one system where the B2B portal, an optional B2C store, a rep CRM, your sales channels and an AI Email Reader all share one warehouse, one product catalogue and one customer database.

Reference numbers, UDI and the codes your customers actually type

Medical supply catalogues are unforgiving. A buyer rarely searches by a friendly product name; she searches by your reference number, the manufacturer's catalogue code, an EAN or GTIN off the box, or a UDI she scanned from a label. If your ordering system cannot match those, she picks up the phone, and you are back to the Monday morning call.

Selldi treats these identifiers as first-class. Each product can carry your internal reference, the manufacturer code, EAN/GTIN and UDI, and search resolves against all of them, so pasting a list of codes into a quick order form finds the right items instead of returning nothing. Barcode scanning works the same way: a buyer or warehouse picker can scan an EAN or UDI from a smartphone and drop the item straight into an order, which matters when someone is standing in a stockroom counting what is nearly out.

Sterile, non-sterile, and the size that has to be exactly right

A single wound dressing might exist as a dozen orderable things: sterile and non-sterile, four sizes, two pack quantities. In medical supply, choosing the wrong variant is not a cosmetic mistake; a non-sterile item where a sterile one was needed is a failed delivery and a clinical problem. Selldi models variants explicitly so the buyer chooses sterility and size on the product itself, with the correct reference and price appearing for that exact configuration, rather than guessing from a description and hoping.

The same product page is where you put the paperwork. Certificates, declarations of conformity, instructions for use and safety data can live as documents attached to the item, visible and downloadable to the buyer at the moment she is ordering. That is the difference between an auditor's request taking three days and taking thirty seconds, and it removes one of the most repetitive tasks from your sales desk.

Per-facility pricing and credit terms, without a phone call

Distribution to clinics, pharmacies, care homes and hospital groups runs on negotiated prices and agreed credit. A hospital tender price is not a care home's price, and neither should ever see the other. Selldi assigns pricing per customer or customer group, so each facility logs in and sees only its own net prices, its own contract items and its own credit terms and limits. The catalogue is the same; the numbers are private. Buyers stop asking your team to confirm what they pay, because the platform already shows it.

Recurring supply orders and the standing consumable list

The Monday-morning rebuild exists because most facilities order roughly the same consumables on a roughly fixed rhythm. Gloves, swabs, syringes, dressings, disinfectant. Selldi turns that rhythm into saved order lists and recurring orders: a facility keeps its standing basket, adjusts quantities against what is actually running low, and confirms, instead of reconstructing the order from a spreadsheet every week. For larger or contract-driven purchases, an RFQ flow lets a buyer request a quote and lets your team respond with terms inside the same system rather than over scattered emails.

The orders that still arrive as email, PDF and Excel

Even with a good portal, some customers will keep sending a PDF purchase order, an Excel sheet or a plain email, because that is how their own systems work. Selldi's AI Email Reader takes those messages, reads the order lines, matches them to your catalogue and prepares them as entries for your ERP, so a human confirms rather than retypes. For a distributor whose sales team spends mornings transcribing attachments into an ERP, this is where hours come back.

One catalogue, several channels, your ERP as the source of truth

Behind all of this is a single shared core. The B2B portal, the B2C store where retail sales make sense, the rep CRM and the channel tools draw on the same products, stock and customers, so a price change or a stock movement is reflected everywhere at once. Selldi connects to any ERP via API, whether that is SAP, Microsoft Dynamics, NetSuite or another system, and the ERP stays the system of record for stock, invoicing and, critically, regulated data. Selldi is multi-currency and available in several languages, which is what lets a distributor sell across EU borders without running a separate platform per market.

Where the platform stops: compliance is not its job

This part matters, so it should be plain. Distributing regulated medical devices is subject to MDR and related regulatory requirements: batch and lot traceability, expiry handling, UDI reporting, vigilance, and the quality-management records that go with them. Those obligations belong to your ERP and your QMS. Selldi is the selling and ordering layer. It can display UDI, show batch or expiry where your ERP feeds it, attach certificates and pass clean orders into the system that holds the compliance record, but it does not replace that system and it does not make you compliant on its own. Treating an ordering platform as a regulatory tool is a mistake worth naming out loud.

When this is not the right fit

Selldi is a strong fit when you carry a broad catalogue, sell to many facilities on negotiated terms, handle recurring consumable orders and want your ERP to stay the backbone. It is a weaker fit in a few honest cases. If you sell a handful of products to a handful of buyers, a portal is more machinery than you need. If your compliance model requires order-level regulatory enforcement rather than an ERP and QMS behind the scenes, Selldi is not that system and should not be sold as one. And if you have no ERP at all and no plan to adopt one, you lose the shared source of truth that makes the platform worth running. The right question is not whether the software is capable, but whether your operation is shaped like the one it is built for.

For the distributors it does fit, the change shows up on Monday morning. The procurement lead logs in, opens her standing list, scans two items she is short on, checks the certificate that is already on the dressing, sees her own contract price, and confirms, before your sales desk has finished its first coffee. The order lands in your ERP the way you need it. Nobody read a reference number down the phone. That is the whole point.