Selldi vs Sana Commerce: Which B2B Platform Fits Your Wholesale Business?

Sana Commerce is a B2B commerce platform that runs directly on your ERP, reading pricing and stock in real time from SAP or Microsoft Dynamics, which makes it a strong fit for companies already committed to those systems. Selldi is a broader all-in-one sales system for SME wholesalers: a B2B store, a B2C store, a field-rep CRM, sales channels, and AI order intake, connecting to any ERP through an API rather than living inside one. Choose Sana when SAP or Dynamics is the center of your operation and you want commerce welded to it; choose Selldi when you want one system covering more of the sales side and a faster launch.

If you sell wholesale and you have started shopping for a B2B platform, Sana Commerce and Selldi both come up, but they answer different questions. Sana is built around one idea: your ERP already holds the truth about prices, stock and customer terms, so commerce should read straight from it. Selldi starts from a different place: a wholesaler needs more than a web ordering front, so it bundles several sales tools into one system. Neither is wrong. They just suit different companies, and the honest way to compare them is to be clear about where each one shines.

What Sana Commerce actually is

Sana Commerce Cloud is a B2B e-commerce platform purpose-built for manufacturers, wholesalers and distributors that run on SAP or Microsoft Dynamics. Its defining feature is a direct, real-time link to the ERP. Rather than copying data into a separate commerce database and syncing it on a schedule, Sana reads pricing, inventory and customer-specific terms from the ERP at the moment a buyer loads the page. Sana calls this having no middleware and a single source of truth, and it is a genuine engineering choice, not just marketing. If a price changes in SAP, the buyer sees the new price immediately; the store and the back office cannot drift apart.

The supported systems are specific and deep: SAP ECC, SAP S/4HANA and SAP Business One on the SAP side, and Dynamics 365 Finance and Supply Chain, Business Central, plus the older NAV and AX on the Microsoft side. On top of that connection Sana offers the full B2B feature set you would expect, including customer-specific catalogs and pricing, account-based ordering with reorder workflows, quotation requests, order and invoice self-service, and multi-user customer portals. The company reports well over a thousand customers across dozens of countries, and its reputation is strongest exactly where its architecture is strongest: complex, contract-heavy B2B where the ERP is the beating heart of the business.

Sana's real strengths, stated plainly

• Real-time ERP data. Prices, stock levels and customer terms come straight from SAP or Dynamics, so what the buyer sees matches what your finance team sees. This is Sana's biggest single advantage.
• No middleware to maintain. The direct integration removes a whole class of sync errors and the extra layer that usually needs its own care and feeding.
• Mature complex-B2B workflows. Contract pricing, quote management, approval flows and account hierarchies are well handled, which matters for larger buyers.
• Deep fit for SAP and Dynamics shops. If your operation already lives inside one of those ERPs, Sana was designed for exactly that world.

The honest trade-offs

The same tight coupling that makes Sana powerful is also what narrows it. Because the platform is designed to sit on SAP or Microsoft Dynamics, it assumes you already run one of those and intend to keep running it. If you are on a different ERP, or you are a smaller wholesaler who has never needed enterprise ERP at all, the core premise fits less cleanly. Reviewers also point to practical trade-offs: analytics and reporting out of the box are lighter than some rivals, there are fewer third-party plugins, and initial setup and new features can lean heavily on IT and take real project time. None of this makes Sana a poor product. It reflects what it is, an enterprise-oriented, ERP-embedded commerce platform, and those characteristics are the cost of the depth it delivers.

What Selldi is, and where it differs

Selldi is an all-in-one sales system for small and mid-sized wholesalers. It covers a wider slice of the commercial side than a pure commerce platform does. In one system you get a B2B store with per-customer pricing, credit limits, quick order lists, recurring orders and RFQ; a B2C store for the same catalog; a CRM for field sales reps to manage contacts and activity; a CENTER for sales channels including marketplaces such as Allegro and Amazon; and an AI Email Reader that turns orders arriving as emails, PDFs or spreadsheets into ERP records. It is multi-currency, available in eight languages, and built for cross-border selling inside the EU.

The key architectural difference is the ERP relationship. Selldi connects to your ERP through an API rather than living inside it. It integrates with any ERP that way, SAP, Microsoft Dynamics, NetSuite and others, but the commerce logic runs in Selldi, not embedded in the ERP. That is a deliberate trade. You give up the always-live, read-straight-from-SAP model that Sana is known for, and in return you get a system that is not tied to any one ERP, is quicker to stand up, and reaches beyond ordering into CRM, channels and AI order intake. Selldi also lets you try a tailored demo before you buy and offers both subscription and licence models.

When Sana fits, and when Selldi fits

Pick Sana Commerce when SAP or Microsoft Dynamics is the center of your business and you want commerce welded directly to it. If you have complex contract pricing that must be perfectly consistent with the ERP at all times, an IT team ready to support the integration, and the scale to justify an enterprise project, Sana's real-time model is hard to beat and plays to its clear strength.

Pick Selldi when you are an SME wholesaler who wants more of the sales operation in one place and a faster path to going live. If you value having B2B and B2C, a rep CRM, marketplace channels and AI order intake in a single system, if you run an ERP other than SAP or Dynamics, or if you have no dedicated ERP team to shepherd a deep integration, Selldi's API-based, all-in-one approach is likely the better match. The connection to your ERP is still there; it just is not the whole product.

When this is NOT a fit

Be honest with yourself before choosing either. Sana is probably not the right tool if you do not run SAP or Microsoft Dynamics and have no plan to, if you are a small operation that would find an enterprise, IT-heavy rollout too much, or if your ordering needs are simple and a lighter setup would serve you better. Selldi is probably not the right tool if your absolute requirement is commerce reading live from inside SAP or Dynamics with zero tolerance for any sync layer, if you need very deep, ERP-native contract-pricing logic that only an embedded platform can guarantee, or if you are a large enterprise whose whole process is already built around one of those ERPs. In short: the more your world is defined by SAP or Dynamics, the more Sana earns its place; the more you want one broader system across the sales side without binding to a single ERP, the more Selldi does.