Catalog: The B2B Commerce Platform Designed for Small Businesses
While enterprise giants like Adobe Commerce and Salesforce Commerce Cloud dominate the B2B commerce space, small and mid-sized businesses (SMBs) generating \(5M-\)100M in annual revenue have long been underserved. Enter Catalog, a French SaaS startup building a tailored B2B commerce platform that bridges this critical gap.
Why SMBs Need a Dedicated B2B Commerce Solution
- ERP Limitations: Most SMBs rely on ERP systems but waste significant time manually processing orders across multiple channels.
- Channel Complexity: Unlike B2C, B2B sales often involve hybrid workflows (phone, email, in-person) that Shopify-style platforms can’t accommodate.
- Scalability Gap: Existing solutions are either too lightweight or overly complex for mid-market needs.
How Catalog Streamlines B2B Commerce
Catalog integrates seamlessly with a company’s existing ERP system rather than replacing it. As CEO Julien Bellemare explains:
“We didn’t need to rebuild inventory or pricing management—those live in the ERP. Instead, we focus on making multi-channel order processing effortless.”
Key features include:
- Omnichannel Order Management: Supports online portals, email/phone orders, and sales rep-assisted purchases
- AI-Powered Automation: Transforms email conversations into structured orders while preserving context
- Sales Enablement: Gives reps real-time access to catalogs, pricing, and order history
The Hidden Marketing Advantage
Beyond operational efficiency, Catalog unlocks new marketing opportunities:
- Targeted Upselling: Identify and nudge customers likely to purchase specific product categories
- Customer Prioritization: Helps sales teams focus efforts based on account value
- B2B-Specific Tools: Unlike B2C martech, Catalog’s features align with complex B2B sales cycles
Funding and Market Traction
The startup recently secured €3M ($3.3M) in funding led by LocalGlobe, with participation from Helloworld, Kima Ventures, and others. Emerging from Paris-based startup studio Hexa (known for Front, Aircall), Catalog currently serves verticals including:
- Home & Decor (La Compagnie Dumas, Élitis)
- Baby & Kids (Babymoov, Gamin Tout Terrain)
- Fashion (Rivedroite Paris)
Competitive Differentiation
While compe*****s like Djust cater to larger enterprises, Catalog’s monthly subscription model (no per-order fees) and SMB focus set it apart. Future roadmap items include:
- Payment reconciliation
- Customer support integrations
- Streamlined client onboarding
By addressing the unique pain points of mid-market B2B commerce, Catalog is positioning itself as an essential operational hub for growing businesses—proving that vertical SaaS solutions can unlock significant value in overlooked market segments.
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