Industries · Wholesale & distribution
Sell what's in stock.Buy what's running low.Collect what's owed.
We build distribution systems that connect sales orders, warehouse stock, purchasing, price lists and collections — so your sales team, warehouse and accounts finally work from the same numbers.
- SO-24131Crescent Hypermarket · 38 linesPart-shortShort: tomato paste · 120 ctnPicking
- SO-24129Palm Grove Catering · 12 linesOn holdWould exceed credit limitCredit check
- SO-24127Bayside HoReCa Supply · 21 linesOn routeTruck 4 · Al Quoz routeDispatched
- Sales orders
- Stock by warehouse
- Purchasing & landed cost
- Price lists & quotes
- Credit control
- Rep & van sales app
- Customer ordering portal
- Management reporting
01Where distributors lose margin
The order is easy. Everything after it isn't.
Most trading companies don't struggle to win orders. They struggle when sales, the warehouse, purchasing and accounts each keep their own version of the truth.
01Sales confirm orders against stock that's already promised
What happens
Reps take orders by phone and WhatsApp and check availability in a spreadsheet or by calling the warehouse. Stock reserved for yesterday's orders still looks free.
What it costs
Short-shipped orders, back-orders nobody told the customer about, and a warehouse team picking around gaps at the last minute.
With one system
Every order reserves stock by warehouse the moment it's confirmed. Reps see free stock, reserved stock and what's inbound on the next container before they promise anything.
02Price lists live in reps' heads and old PDFs
What happens
Each key account has its own prices, promotions and rebates, kept in spreadsheets and email threads. Reps quote from memory or from last year's list.
What it costs
Orders invoiced at the wrong price, credit notes to fix them, and margin quietly given away on lines that were never meant to be discounted.
With one system
Customer price lists, promotions and price floors sit in the system. Orders pick up the right price automatically, and anything below the floor needs an approval.
03Purchasing reorders by feel, not by sales
What happens
Buyers walk the warehouse or check last month's export to decide what to reorder, while lead times from overseas suppliers run into weeks.
What it costs
Fast movers run out while slow lines fill the racks, and cash is tied up in the wrong stock.
With one system
Reorder suggestions come from actual sales, stock on hand, open orders and supplier lead times — buyers review, adjust and approve the draft purchase orders.
04Landed cost is worked out after the goods are sold
What happens
Freight, duty, clearing and handling charges arrive on separate invoices weeks after the container. Product cost in the books stays at the supplier price.
What it costs
Margins look healthier than they are, and prices are set without knowing what the stock really cost.
With one system
Each shipment collects its charges as they arrive and spreads them across the lines, so landed cost and true margin are visible per item and per container.
05Credit control happens after the truck has left
What happens
Finance finds out an account is over its limit or months overdue when the statement is run — after the next order has already been delivered.
What it costs
Receivables grow with the accounts least likely to pay, and collections become a month-end firefight.
With one system
Credit limits and overdue rules are checked when the order is confirmed. Orders over the line wait for finance, and collections work from a live ageing list with promises to pay recorded.
06Management sees sales, but not profit by customer
What happens
Turnover is easy to pull from the accounting system. Margin by customer, category or rep needs someone to merge three exports.
What it costs
Big accounts that barely make money keep getting the best terms, and decisions on ranges and pricing run on instinct.
With one system
A live view of sales, margin, stock cover and receivables by customer, category, rep and warehouse — built from the transactions themselves.
02Distribution platform preview
What your trading system could look like.
Switch between the screens your sales desk, warehouse, buyers, finance team and owner would use. Every screen is designed around your ranges, warehouses and accounts in discovery.
- SO-24131Crescent Hypermarket · 38 linesPart-shortShort: tomato paste · 120 ctnPicking
- SO-24129Palm Grove Catering · 12 linesOn holdWould exceed credit limitCredit check
- SO-24127Bayside HoReCa Supply · 21 linesOn routeTruck 4 · Al Quoz routeDispatched
- SO-24122Account 0412 · 9 linesDeliveredDelivery note signed 10:42Delivered
- SO-24118Account 0388 · 16 linesInvoicedINV-11804 emailedInvoiced
Illustrative interface with sample data — your system is designed around your products, warehouses and customers.
Illustrative demo · sample dataCan you picture your own order desk on it?
Build your distribution system03Solutions
The parts of a distribution system — chosen for your business.
Every order captured, reserved and traced
Order desk & sales orders
Orders from reps, the office, WhatsApp, email and the customer portal land in one queue. Each one reserves stock, checks credit and moves through picking, dispatch, delivery and invoicing on one record.
- Orders from every channel in one queue
- Stock reservation on confirmation
- Back-orders and part-shipments
- Delivery notes and signed proof
Every order captured, reserved and traced
Order desk & sales orders
Orders from reps, the office, WhatsApp, email and the customer portal land in one queue. Each one reserves stock, checks credit and moves through picking, dispatch, delivery and invoicing on one record.
- Orders from every channel in one queue
- Stock reservation on confirmation
- Back-orders and part-shipments
- Delivery notes and signed proof
Not every trading company needs every module. We scope the ones your operation actually uses, and add the rest when you need them.
04AI inside the system
AI that keeps the order desk and the buyers ahead.
AI in your distribution system works on your own orders, stock, price lists and accounts. It reads, suggests, drafts and flags — your team decides.
AI never changes a price, releases a credit hold, places a purchase order or sends a statement by itself. It drafts and flags; the person with that authority approves. Credit decisions always stay with finance.
- 01
Order capture from messages and POs
Sales desk confirmsA customer sends a PDF purchase order and a WhatsApp photo of a handwritten list.The assistant reads both, matches each line to your item codes and the customer's price list, flags anything it can't match or that's short, and prepares a draft sales order for the desk to check and confirm.
- 02
Reorder suggestions
Buyers approve POsWhat should we reorder from our overseas suppliers this week?A list built from sales velocity, stock on hand, open orders and each supplier's lead time — with suggested quantities, the reason for each one and draft purchase orders ready for review.
- 03
Collections assistant
Finance sendsWhich accounts should we chase today, and what do we say?Ranks overdue accounts by amount and age, notes any recorded promises to pay, and drafts a reminder with the statement attached for each one — sent only after finance approves.
- 04
Price and margin flags
Are we selling anything below cost or below the price floor?Flags order lines priced under landed cost or the agreed floor, and price lists that weren't updated after a cost increase, with the orders and accounts affected.
- 05
Reporting in plain language
Which customers grew in volume but dropped in margin this quarter?Answers from your own sales and cost data, with the figures and the invoices behind them, so managers don't need to build a report to ask a question.
05A day with ORCHESTR
One trading day, two ways.
- 07:30One order queueOvernight orders from reps, the portal and WhatsApp are already in one queue as drafts, with unmatched lines flagged.
- 09:00Pick lists that match stockStock was reserved at confirmation, so pick lists only contain what's really free; short lines were back-ordered and the customers informed.
- 11:30Answer on the callThe rep sees free, reserved and inbound stock for both warehouses on their phone and answers while the customer is still on the line.
- 13:00Receiving with landed costThe container is received against its PO; charges already logged on the shipment are spread across the lines, and late ones update the cost when they arrive.
- 15:00Credit checked at confirmationThe order was held at confirmation. Finance sees the overdue balance, logs a promise to pay and releases it with a note.
- 18:30Owner sees margin and cashThe owner reviews the day's sales, margin by category, stock cover and collections on one screen.
An illustrative day — every system is designed around how your team actually works.
06Integrations
Works with the tools your trading company already runs on.
Integrations depend on what each provider exposes — we confirm every connection in scoping before committing to it. Names are examples of categories we work with, not partnerships.
- Accounting & ERP
- Zoho BooksQuickBooksXeroTally (via export)Existing ERP (via API or export)
- Messaging
- WhatsApp Business APIEmailSMS gateways
- Warehouse & devices
- Barcode and QR scannersLabel and delivery-note printersHandheld terminals
- Sales channels
- B2B ordering portalShopify (where used)Marketplace seller exports (where available)
- Payments & banking
- Payment linksCard gatewaysBank statement imports
- Shipping & forwarding
- Forwarder updates via email or exportCourier APIs (where available)Clearance status tracked in the system
- Data
- Spreadsheets & item-master exportsExisting databasesBI tools
07How we build your system
Built around your trading company — not a template.
- 01
Understand your business
We learn how the business actually runs — people, tools, hand-offs and where time is lost — before proposing anything. - 02
Map your workflows
Every workflow is mapped end to end: who does what, when, with which information, and what should happen automatically. - 03
Design your system
Screens, records, permissions and integrations are designed around those workflows, and the scope is agreed in writing. - 04
Build and integrate
We build in stages and connect the tools you keep, so your team sees working software early and gives feedback as we go. - 05
Test and launch
We test with real scenarios, migrate the agreed data, set up roles and access, and onboard the team. - 06
Support and improve
After launch we support the system under an agreed arrangement and extend it as the business changes.
08Why it matters
What changes for the trading company.
We don't quote savings we haven't measured. In discovery we baseline how your team works today, so improvements can be tracked against your own numbers.
Promises the warehouse can keep
Orders reserve real stock, so what sales confirms is what gets picked and delivered.Prices that hold
Customer price lists and floors apply automatically, and exceptions are approved rather than discovered on the invoice.Buying driven by demand
Purchasing works from sales, stock and lead times, so cash goes into the lines that actually move.True margins
Landed cost reaches each item, so margin by customer and category reflects what the stock really cost.Receivables under control
Credit is checked before goods leave, and collections work from one live list with every promise recorded.One record from quote to cash
Quote, order, pick, delivery, invoice and payment sit on the same thread for every customer.
09Possible use cases
How different distributors could use it.
Examples of what we could build — not completed client projects.
Two warehouses, one stock picture
Reps, van sales and a cold store working from shared stock, batch and expiry data, with credit checks on every HoReCa and retail account.
Quotes that become orders
Contractor RFQs, project price lists and part-deliveries against large orders, with a trade counter selling from the same stock.
Containers in, containers out
Overseas suppliers, landed cost per container and buyers across the region — with margin per shipment visible before the next order is placed.
The owner's view across entities
A group layer over each company's existing accounting and stock tools: sales, margin, stock value and receivables for every entity in one place.
FAQs
Distribution questions, answered.
Retail & commerce
01Do we have to replace our accounting system or ERP?
No. Many distributors keep Zoho Books, QuickBooks, Tally or their existing ERP for the ledger and use us for the operational layer — orders, stock, pricing, purchasing and collections — with invoices and payments synced across. Where the current ERP is the problem, we'll say so in discovery and scope a replacement properly.
02Can it handle cartons, inners and pieces for the same item?
Yes. Each item can have several units of measure with conversions, and you decide which ones are bought, stocked and sold. Price lists can be set per unit, so a customer buying cartons and another buying pieces both see the right price.
03We have customer-specific prices, promotions and rebates. Can those be modelled?
That's one of the main reasons distributors come to us. Price lists by customer or customer group, time-bound promotions, volume tiers and price floors are all set up in discovery to match how you actually sell, and exceptions go through an approval.
04Does the sales rep app work without signal?
It can be built to keep working offline for order taking and collections, then sync when the phone reconnects. Whether that's needed depends on your routes, so we confirm it with your field team before building it.
05How do VAT and tax invoices work?
Invoices are produced in the format your accountant confirms, with your TRN and the fields you need. If your accounting system remains the place invoices are issued from, we sync the order data into it instead. We don't make tax determinations — your finance team and advisers do.
06Can we migrate our item master, customers and open balances?
Usually from spreadsheets or your current system's exports. We clean duplicate item codes and customers, agree opening stock and balances with your accounts team, and run the old and new systems side by side for a short period if that reduces risk.
07Where does AI fit in a distribution business?
Mostly in the back office: reading purchase orders and messages into draft orders, suggesting reorders, drafting collection reminders and flagging lines sold below cost. It doesn't change prices, release credit or order stock without a person approving.
08Who can see what? Our price lists are sensitive.
Access is role-based and enforced on the server. Reps can be limited to their own accounts, the warehouse can see stock without seeing prices, and customers on the portal only ever see their own price list and documents.
09How is a distribution system priced?
It's quoted after discovery, based on the modules, the number of warehouses and users, the apps involved and the integrations with your accounting or ERP. Hosting and support are agreed separately and in writing.
Start here
Let's mapyour order-to-cash.
Tell us how orders, stock and collections move through your company today. We'll show you how one system could connect your sales desk, warehouse, buyers and finance.
- 01We get back to you to arrange a call.
- 02A focused conversation about how your trading company runs today.
- 03If there's a fit, a written scope and quote — no obligation.