The B2B Platform Built for Tools and Power-Tool Wholesalers

Selldi is an all-in-one platform for tools and power-tool distributors. It runs a B2B store with per-contractor pricing, quick reordering, recurring consumable orders and RFQ, a B2C storefront for DIY buyers, a rep CRM, marketplace channels, and an AI Email Reader that turns emailed and attached orders into structured entries. It is built for how the trade actually works: search by manufacturer symbol or EAN, variants and matching accessories, warranty and serial-number tracking, and barcode scanning on the warehouse floor, all syncing to any ERP via API.

It is 6:40 and the workshop foreman has not had coffee. Two site vans need loading by seven, and the rack of consumables is thin: a strip of empty SDS-plus bit holders, one 230 mm cutting disc left in the box, a reciprocating blade pack that ran out on Friday. He does what he has done for a decade: photographs the shelf, opens his email, and thumbs out something that reads more like a shopping list than a purchase order. "Need the usual 4mm bits, a box of 10 discs, blades for wood/metal, and whatever you have on the 18V batteries. Deliver Weds." Send. Back to the vans.

On the other end sits a wholesaler whose whole day is made of messages exactly like it. Half a sentence, no article numbers, "the usual." Someone has to guess which battery platform the customer is on, translate "4mm bits" into a real catalogue symbol, check the price band this contractor is entitled to, confirm stock, and key it all in before the driver needs paperwork. Multiply that by two hundred customers and you see why tool distribution runs on people who can decode a shorthand nobody else could parse. Selldi is built to take that decoding off your team without pretending your customers will suddenly start writing tidy orders.

Why tool distribution is its own animal

Selling tools is not selling boxes of one thing. A single drill lives inside a family: bare tool, tool plus one battery, tool plus two batteries and a charger, the same drill in a systainer case, plus the bits, chucks, depth stops and dust attachments that go with it. Buyers navigate by manufacturer code as often as by name, they care whether the item is genuine and warrantied, and a large share of what they order is consumables they will burn through and buy again next week. A platform that ignores any one of those realities forces your staff back into the manual gap.

• Manufacturer symbols and EAN sit at the centre of how the trade orders, not product descriptions.
• Every hero tool drags a long tail of variants, accessories and matching consumables behind it.
• Warranty status and serial numbers matter long after the sale, when something comes back.
• Consumables reorder on a rhythm; the same lines leave the shelf again and again.
• The same catalogue has to serve a contractor buying at trade terms and a DIY buyer paying retail.

Search the way fitters actually search

Tradespeople rarely type a product's marketing name. They type the symbol printed on the last blade they bought, or the EAN they scanned off the packaging, or a fragment of the code they half-remember. Selldi indexes manufacturer part numbers, your internal SKUs and EAN codes as first-class search keys, so "DCD996" or a barcode string lands on the right product page instead of an empty results screen. When a code maps to several variants, the buyer sees them grouped rather than scattered, and picks the exact configuration without emailing your desk to ask which one is which.

Variants, accessories and the consumables that never stop

On a Selldi product page a power tool carries its own ecosystem. The variant selector handles bare-versus-kitted, battery count, case type and voltage platform. Below it, matching accessories and compatible consumables are surfaced so the buyer who came for a grinder leaves with the discs and guards that fit it. For the lines a customer orders on repeat, Selldi keeps quick order lists and reorder history, so refilling a consumables shelf is a matter of reopening last month's list, adjusting quantities and confirming, rather than hunting for twelve part numbers from scratch.

• Variant groups keep bare tools, kits and cased versions on one page instead of five near-duplicate listings.
• Accessory and consumable cross-references turn one line into a correctly-specified basket.
• Saved order lists and reorder history make the weekly consumables top-up a two-minute job.
• Recurring orders can run on a schedule for customers who go through the same lines every cycle.

Warranties and serial numbers you can find again

The moment a tool comes back, the questions are always the same: when was it bought, is it in warranty, what is the serial number. Selldi records serial numbers and warranty terms against the order and the customer, so when a fitter calls about a grinder that died on month eleven, your team pulls the history in seconds instead of digging through a year of paperwork. A documented purchase date and serial trail is also what separates a valid claim from a chancer's.

Per-trade pricing, and RFQ for the jobs that need a quote first

A roofing firm, an electrical contractor and a walk-in DIY buyer looking at the same cordless driver should not see the same number. Selldi assigns price bands and negotiated terms per customer group and per contract, so every logged-in buyer sees their own pricing, credit terms and agreed discounts automatically. Reps stop quoting by hand, and new contractors onboard onto a band, not a bespoke spreadsheet someone maintains forever. And not every order is off-the-shelf: a big fit-out or a machine that needs sourcing starts as a question, so Selldi's request-for-quote flow lets a buyer assemble a basket and ask for a price, with the rep responding inside the same system. The conversation, the numbers and the eventual order live in one thread instead of a lost email chain.

Barcode scanning on the warehouse floor

Codes are only useful if you can read them where the work happens. Selldi supports barcode scanning so warehouse staff can pick, check and confirm against EAN and internal codes with a scanner or a phone camera, cutting the miskeyed-digit errors that put the wrong blade on the wrong van. The same discipline speeds goods-in and stock counts, and keeps the availability your buyers see on the storefront honest.

Cross-border EU, marketplaces and both B2B and B2C

If your growth is across the border, Selldi runs multi-currency and eight languages so a buyer in another EU country sees prices, units and product information in terms they recognise, without you cloning your catalogue. The CENTER module lists the same products to marketplaces as an extra channel, so you maintain one catalogue rather than a hand-kept feed per channel. And plenty of tool distributors have a retail side, or want one: Selldi drives a trade portal and a DIY storefront off the same warehouse, products and customer data, both drawing on one stock figure, so you never sell the last disc twice.

The AI Email Reader, back to that 6:40 shelf photo

Return to the foreman's shorthand email. Selldi's AI Email Reader ingests orders that arrive as free-text messages, PDFs and Excel attachments, matches the shorthand to real catalogue lines and quantities, and prepares a structured order for your team to confirm before it flows into your ERP. It does not fire blind, a person still approves the ambiguous cases, but the routine translation that eats your best staff's mornings stops being manual. The customer keeps writing the way they always have, and your system understands it anyway. It connects to any ERP via API and integrates with systems such as SAP, Microsoft Dynamics or NetSuite, so stock, pricing, customers and orders stay in sync with the source of truth you already trust; your ERP stays the ledger it has always been.

When Selldi is not the right fit

Honesty saves everyone a wasted demo. Selldi is built for wholesalers and distributors moving real catalogue depth to trade and retail buyers. It is probably not for you if any of these describe you.

• You sell a handful of SKUs to a handful of accounts and a shared spreadsheet genuinely covers it.
• You are a single physical shop with no trade accounts, no reordering rhythm and no interest in an online channel.
• You need a heavy field-service and repair-dispatch suite as the core product; Selldi tracks warranties and serials, but it is a sales platform first.
• Every order is a bespoke engineered build with no repeatable catalogue lines.

But if you recognise the 6:40 shelf photo, the shorthand orders and the reps decoding it all by hand, that is exactly the morning Selldi was built to make shorter. The best next step is a demo with a slice of your own catalogue, so you can watch a real "the usual" email turn into a clean order.