How METRO Wholesale digitized B2B commerce for 3.6 million merchants with Fynd

METRO Wholesale India is one of the country's leading wholesale retailers, serving traders, kiranas, hotels, restaurants, caterers, offices and independent businesses. 

As METRO expanded its digital business, it needed more than an ecommerce website. It needed a platform capable of serving millions of merchants with customer-specific pricing, enterprise integrations and wholesale-first buying experiences.

The challenge of scaling wholesale commerce

Reaching more merchants

METRO wanted to expand its merchant base across markets, with faster onboarding and no added operational complexity.

Simplifying merchant onboarding

Business customers operated under different contract structures and procurement models. Managing merchant identities, approvals and compliance created friction throughout the onboarding journey.

Connecting fragmented operations

Managing orders, inventory and logistics across enterprise systems made wholesale operations increasingly difficult as the business grew. A more connected operating model was needed to improve efficiency.

Delivering flexible pricing

Business customers expected negotiated pricing, contract pricing and volume-based discounts. Existing capabilities made it difficult to consistently deliver customer-specific commercial agreements.

Enhancing the merchant experience

Business buyers wanted the convenience of modern digital commerce while retaining capabilities designed specifically for wholesale purchasing, including flexible payment options and personalized buying experiences.

Building for scale

The growing business required infrastructure capable of supporting high transaction volumes during peak demand while remaining reliable as operations continued to expand.

The solution that brought wholesale commerce together

Expanded merchant reach through digital commerce

Built a unified B2B commerce platform with support for multiple business locations, delivery addresses and users under a single merchant account with role-based access.

Simplified merchant onboarding and management

Implemented a self-service onboarding flow integrated with Reliance's Merchant Acquisition System, including PAN verification and centralized merchant identity management.

Unified wholesale operations

Integrated order management, inventory, fulfillment and catalog systems with wholesale-specific capabilities such as MOQ controls, product multipliers and intelligent order orchestration.

Flexible pricing built for business customers

Enabled contract pricing, ladder pricing and advanced promotions with configurable pricing rules across stores, zones, channels and products.

A better experience for merchants

Delivered features including contract pricing, multiple payment options, slot-based deliveries, personalized merchandising and multi-user account management.

Infrastructure designed for enterprise scale

Strengthened the platform with POS integration, cloud migration, performance optimization and website enhancements.

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The impact of building wholesale commerce at scale

3.6 million merchants onboarded in 6 months

Simplified merchant onboarding and account management, helping METRO rapidly expand its digital merchant base.

₹600+ crore ecommerce revenue

Processed over 2.5 lakh peak sale orders, supporting high-volume wholesale transactions at scale.

3× store growth in 3 months

The platform scaled with METRO's rapid expansion, supporting new store launches without disrupting operations.

200+ stores integrated

A unified commerce platform connected over 200 stores, 20.4K + SKUs, 8.6K + brands, and 500+ serviceable pincodes into a single digital ecosystem.

Fynd did not simply help METRO Wholesale launch a business to business ecommerce platform. It built the digital infrastructure needed to serve millions of merchants while supporting the complexity of enterprise wholesale operations. That is what modern wholesale commerce looks like. A platform that grows with the business while making every merchant interaction simpler, faster and more efficient.

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