Upstock is a global FMCG wholesale marketplace that connects food and beverage suppliers with buyers through a single digital distribution system. The platform replaces manual, fragmented trading processes with automated ordering, fulfilment and trading workflows, positioning Upstock as essential infrastructure for wholesale commerce.

Wholesale food and beverage trading remains heavily reliant on phone calls, emails and spreadsheets, creating inefficiency, errors and waste across the supply chain. Upstock addresses this by providing a centralised marketplace where suppliers can sell continuously and buyers can order easily, with automation embedded across catalogues, ordering and trading relationships. The platform increasingly uses proprietary AI tools to manage these workflows end‑to‑end, rather than acting as a simple interface layered over existing systems.

The opportunity is global. Upstock has established strong positions in New Zealand and Australia and is expanding into international markets that share common accounting, inventory and logistics ecosystems. This allows the Company to grow internationally with limited localisation and without materially increasing headcount.

The business has demonstrated meaningful traction, onboarding a large and growing base of suppliers and buyers through predominantly inbound and self‑serve channels. Automated onboarding and AI‑driven workflows have significantly reduced the time and effort required for customers to start transacting on the platform.

Upstock operates a hybrid model that combines subscription access with transaction‑based services and value‑added tools, aligning the platform’s success with the activity flowing through it. Its competitive advantage lies in deep industry integration, strong network effects, proprietary data, and AI systems embedded directly into mission‑critical supply‑chain processes.

The Company was built by the creators of Xero and is supported by a lean, experienced team with a track record of scaling global SaaS platforms. Founded by Matt Watson, and helmed by ex-Xero cofounder,  Philip Fierlinger, and former Xero CPO, Duncan Ritchie, Upstock gives small operators a competitive advantage they desperately need.

Enterprise Angels first invested in Upstock in June 2022 as part of Upstock’s $5m oversubscribed capital raise. Other investors included venture capital firms Icehouse Ventures, NZVC, and K1W1. 

Upstock is currently raising capital to accelerate international growth and further develop its AI‑driven infrastructure. Register interest if you want to learn more.