Selldi vs Odoo: All-in-One for Wholesalers Compared

Odoo is a broad, open-source ERP suite where eCommerce is one app among hundreds (accounting, manufacturing, inventory, HR), so its B2B webshop, per-customer trade pricing and order intake usually need partner-led configuration to work well. Selldi is a narrower, purpose-built all-in-one sales platform for wholesalers: a B2B customer portal, per-customer pricing, one-click reorder, an AI order-email reader and a sales-rep CRM, ready to run and connected to your existing ERP via API. Choose Odoo when you want one system to BE your ERP and can invest in a certified partner; choose Selldi when you want to start selling B2B quickly without rebuilding your back office.

Odoo is an ERP that includes a webshop, not a sales platform

Odoo is a modular business suite built from hundreds of integrated apps that share one database: Sales, CRM, Inventory, Purchase, Accounting, Manufacturing, POS, HR and a Website/eCommerce module. The storefront is one of those apps. As one industry write-up on Odoo for distribution puts it plainly, it is an ERP system that includes ecommerce, not the other way around. That framing matters for a wholesaler. When your B2B portal is a feature inside a much larger operations platform, you inherit the whole platform, its configuration, its updates and its learning curve, even if all you wanted was a place for buyers to log in and order.

Selldi is purpose-built for wholesale selling

Selldi starts from the opposite end: the trading business. It is an all-in-one sales platform for distributors and manufacturers, where one catalogue, one stock pool and one set of customer data feed everything a wholesaler needs to sell:

• A B2B portal where each buyer logs in and sees their own contract price, live stock, order history, one-click reorder and quick order by article number
• An optional B2C storefront on the same catalogue for retail sales
• A CRM for field reps to manage contractors, activities and a shared mailbox, and to onboard customers onto the portal
• A CENTER hub to manage products, prices and sales channels (including marketplaces such as Amazon), plus an activity log
• An AI Email Reader that turns incoming order emails into structured orders
• ERP integration via API, so SAP, Microsoft Dynamics, NetSuite or another system stays the single source of truth

Selldi deliberately does not try to be your accounting or manufacturing system. It connects to whatever ERP you already run. The pitch is one system instead of five separate tools: not the breadth of a full ERP, but everything a sales team actually touches.

Per-customer pricing: both handle it, one needs more care

This is where Odoo is genuinely strong. Its pricelists natively support customer-specific, group, volume-based and time-limited pricing that sync between the back office and the web store, so a logged-in wholesale buyer sees negotiated prices. The caveats are practical ones: pricelist rules are evaluated top to bottom, and a mis-ordered rule can silently produce the wrong price, so per-customer setups need careful configuration and testing. Showing different B2B and B2C prices to different visitors on one Odoo website is also a documented pain point, with some users reporting they created separate websites as a workaround. Selldi treats the logged-in, per-customer price view as the default state of a B2B store rather than a configuration project.

Getting orders in: AI email intake

A large share of wholesale orders still arrive by email: a PDF from a purchasing system, an Excel line list, or a few lines of free text from a regular customer. Selldi's AI Email Reader turns those into structured sales orders, which is where a lot of back-office time quietly disappears. Odoo's AI and OCR tooling is aimed at digitizing vendor bills and inbound documents, not at reading customer order emails. There is no standard, out-of-the-box feature that converts an inbound order email into a sales order, so on Odoo this would mean custom development or a third-party add-on.

The real cost is not the per-user price

Odoo publishes three tiers: One App Free (a single app with unlimited users at no cost), Standard (a low per-user monthly fee billed yearly, all apps on Odoo Online hosting), and Custom (a slightly higher per-user monthly fee, all apps plus the Odoo Studio no-code builder, multi-company and external API access). Prices vary a lot by country and run higher in some markets; check the vendor's current pricing. The important honesty here is that the license is only a fraction of real cost. Implementation, usually via a certified partner, training, ongoing developer support and paid third-party modules typically dwarf the per-user fee, and year-one spend commonly exceeds licensing by a wide margin. The sticker price can be misleading for a small wholesaler.

Time to live and who maintains it

Odoo's flexibility is real and hard to match. Odoo Studio (Enterprise) allows no-code changes, there is a large partner ecosystem and app marketplace, and full ERP capability (multi-warehouse, automatic reordering, procurement, accounting) lives inside the same product. The trade-off is a steep learning curve and genuine complexity. Deep customization needs code in the free Community edition or the paid Custom tier, and getting live well realistically requires a partner, which slows time-to-value. Selldi accepts a smaller scope in exchange for speed: a focused, ready-to-run wholesale platform your team can sell on quickly, with your ERP connected over API rather than replaced.

When Odoo is the right choice

Be clear-eyed about this: Odoo wins on breadth and openness. If you want one system to BE your ERP, with accounting, manufacturing, purchasing, inventory and HR under one roof, Odoo is designed exactly for that, and few sales-focused platforms come close. Its open-source Community edition and permanent free tier make it a low-entry-cost way to start, and with a partner and ongoing configuration it can be tailored to almost any requirement. Selldi does not compete on that scope. It is a focused SMB and mid-market platform, quick to deploy and priced for wholesalers, and its edge is being genuinely all-in-one for a trading business, not out-featuring a full ERP. If your priority is a broad operations backbone and you have technical or partner support, choose Odoo. If your priority is selling B2B fast on top of the ERP you already have, that is where Selldi fits.