WANT, a leading wholesale distributor in Colombia, actively transforms its operations through digital initiatives. The company focuses on integrating its diverse sales channels, including its B2B e-commerce platform, B2C website, and third-party marketplaces, into a cohesive digital ecosystem. This transformation involves modernizing core systems that manage product data, order fulfillment, and financial processes to support their expanding distribution network. WANT specifically aims to centralize data and automate critical workflows to enhance efficiency across its complex supply chain.
This digital transformation creates critical dependencies on robust system integrations and accurate data flows. The integration of various platforms introduces risks such as data inconsistencies between different sales channels or delays in order processing when systems fail to communicate effectively. Managing a broad product catalog across multiple online fronts also presents challenges in maintaining pricing accuracy and inventory levels. This page analyzes these key initiatives and the operational challenges they create for WANT.
WANT Snapshot
Headquarters: Not found, Colombia
Number of employees: Not found
Public or private: Private
Business model: B2B
Website: http://www.wantnget.com.co
WANT ICP and Buying Roles
WANT sells to companies operating across multiple sales channels requiring synchronized inventory and order fulfillment systems. WANT also targets businesses seeking consolidated procurement of technology, home, and fashion products.
Who drives buying decisions
- Head of Operations → Oversees logistics and order fulfillment processes.
- Supply Chain Director → Manages vendor relationships and product flow.
- E-commerce Manager → Directs the performance and functionality of online sales platforms.
- Finance Director → Responsible for accurate financial reporting and payment reconciliation.
- Procurement Manager → Manages supplier onboarding and product catalog integration for B2B.
Key Digital Transformation Initiatives at WANT (At a Glance)
- Multi-channel Product Data Synchronization: Integrating product information, stock, and pricing across WANT's B2B portal, B2C website, and third-party marketplaces.
- Automated Order Fulfillment Routing: Directing incoming orders from diverse channels to the correct warehouse or supplier for timely dispatch.
- Supplier Product Catalog Ingestion: Onboarding and integrating new supplier product data, including attributes and inventory levels, into the central product information system.
- B2B Client Self-Service Pricing Application: Ensuring personalized pricing agreements for wholesale clients apply correctly within their dedicated online portal.
- Cross-System Financial Transaction Reconciliation: Matching sales transactions from multiple platforms and payment gateways with entries in the general ledger.
Where WANT’s Digital Transformation Creates Sales Opportunities
| Vendor Type | Where to Sell (DT Initiative + Challenge) | Buyer / Owner | Solution Approach |
|---|---|---|---|
| Product Information Management (PIM) | Multi-channel Product Data Synchronization: product data contains inconsistencies across sales platforms. | E-commerce Manager, Product Data Manager | Centralize and standardize product attributes for all channels. |
| Multi-channel Product Data Synchronization: pricing updates fail to propagate across marketplace listings. | E-commerce Manager, Head of Sales | Enforce consistent pricing rules across all sales channels. | |
| Order Management Systems (OMS) | Automated Order Fulfillment Routing: customer orders fail to route to the correct warehouse location. | Head of Operations, Logistics Manager | Validate order details and direct to the optimal fulfillment center. |
| Automated Order Fulfillment Routing: inventory levels do not update in real-time after an order is placed. | Supply Chain Director, Operations Manager | Synchronize inventory counts between sales platforms and warehouse systems. | |
| Supplier Relationship Management (SRM) | Supplier Product Catalog Ingestion: new product data from suppliers contains formatting errors. | Procurement Manager, Vendor Relations Manager | Standardize data formats for incoming supplier product catalogs. |
| Supplier Product Catalog Ingestion: product images and descriptions are missing from new supplier uploads. | Product Data Manager, E-commerce Manager | Enforce completeness checks for all new product content. | |
| B2B E-commerce Platforms | B2B Client Self-Service Pricing Application: custom client pricing does not apply during online checkout. | Head of B2B Sales, E-commerce Manager | Validate and apply negotiated pricing tiers automatically during purchase. |
| B2B Client Self-Service Pricing Application: client-specific product catalogs display incorrect items. | E-commerce Manager, B2B Product Owner | Filter catalog views to display only approved products per client. | |
| Financial Reconciliation Software | Cross-System Financial Transaction Reconciliation: sales data from marketplaces does not match entries in the GL. | Finance Director, Controller | Reconcile transaction data from all sales channels with accounting records. |
| Cross-System Financial Transaction Reconciliation: payment gateway reports contain discrepancies with bank statements. | Finance Manager, Head of Payments | Verify payment processing totals against actual bank deposits. |
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What makes this WANT’s digital transformation unique
WANT prioritizes connecting disparate sales channels to maintain unified customer experiences and operational efficiency. The company depends heavily on robust integrations between its B2B e-commerce platform, B2C site, and various marketplaces. This approach makes their transformation complex, as it requires meticulous synchronization of product data, pricing, and inventory across diverse digital fronts. They focus on eliminating manual intervention in workflows that span multiple internal and external systems.
WANT’s Digital Transformation: Operational Breakdown
DT Initiative 1: Multi-channel Product Data Synchronization
What the company is doing
WANT integrates product information and pricing across its B2B portal, B2C website, and various third-party marketplaces. This involves centralizing product attributes, descriptions, and stock levels. The company aims to provide consistent product data regardless of the sales channel.
Who owns this
- E-commerce Manager
- Product Data Manager
- Head of Sales
Where It Fails
- Product data fields contain inconsistencies between the B2B portal and the B2C website.
- Pricing updates on the internal system do not propagate to third-party marketplace listings.
- Inventory counts displayed on the B2C site do not match actual stock levels in the warehouse management system.
- New product attributes fail to synchronize from the PIM system to all active sales channels.
Talk track
Noticed WANT integrates product data across its multiple sales channels. Been looking at how some distribution teams are enforcing data quality rules before publishing content, can share what’s working if useful.
DT Initiative 2: Automated Order Fulfillment Routing
What the company is doing
WANT streamlines the process of directing incoming customer orders from diverse sales channels to the correct warehouse or supplier. This automation aims to accelerate dispatch and delivery times. The company builds automated rules for order allocation.
Who owns this
- Head of Operations
- Logistics Manager
- Supply Chain Director
Where It Fails
- Customer orders fail to route to the optimal warehouse location based on stock availability.
- Shipping information does not update correctly in the ERP system after dispatch.
- Orders from specific marketplaces require manual intervention for routing to a third-party logistics provider.
- Backordered items do not trigger automatic re-allocation once new stock arrives in the system.
Talk track
Looks like WANT enhances its automated order fulfillment processes. Been seeing how some operations leaders are validating routing rules proactively instead of reacting to shipment errors, happy to share what we’re seeing.
DT Initiative 3: Supplier Product Catalog Ingestion
What the company is doing
WANT integrates new supplier product data, including attributes, images, and inventory levels, into its central product information system. This process ensures a continuous expansion of product offerings. The company develops workflows for ingesting external product catalogs.
Who owns this
- Procurement Manager
- Vendor Relations Manager
- Product Data Manager
Where It Fails
- Incoming product data from new suppliers contains unsupported file formats, blocking ingestion.
- Critical product attributes are missing from supplier-provided data sheets, causing incomplete listings.
- Inventory levels provided by suppliers do not automatically update in the central system.
- Supplier product images do not meet required resolution standards for online display.
Talk track
Saw WANT integrates new supplier product catalogs. Been looking at how some procurement teams are standardizing data formats upfront instead of correcting errors later, can share what’s working if useful.
DT Initiative 4: B2B Client Self-Service Pricing Application
What the company is doing
WANT ensures that personalized pricing agreements for wholesale clients apply correctly within their dedicated online portal. This initiative provides B2B customers with a tailored self-service purchasing experience. The company configures complex pricing rules directly in the e-commerce system.
Who owns this
- Head of B2B Sales
- E-commerce Manager
- B2B Product Owner
Where It Fails
- Custom pricing tiers for specific B2B clients do not apply during online checkout.
- Client-specific product catalogs display items that are not part of their negotiated terms.
- Wholesale discount codes fail to validate for authorized B2B customer accounts.
- Tiered pricing structures for bulk orders do not calculate correctly within the self-service portal.
Talk track
Noticed WANT develops its B2B client self-service portal. Been looking at how some sales teams are validating personalized pricing logic before client transactions, happy to share what we’re seeing.
DT Initiative 5: Cross-System Financial Transaction Reconciliation
What the company is doing
WANT connects sales transactions from multiple platforms and payment gateways with entries in the general ledger. This automation aims for accurate and timely financial reporting. The company implements automated reconciliation rules within its financial systems.
Who owns this
- Finance Director
- Controller
- Head of Payments
Where It Fails
- Sales data from third-party marketplaces does not automatically reconcile with general ledger entries.
- Payment gateway reports contain discrepancies when compared to actual bank statements.
- Chargeback data from different payment processors fails to consolidate for accurate reporting.
- Transaction fees from various platforms do not automatically post to the correct expense accounts.
Talk track
Seems like WANT streamlines cross-system financial reconciliation. Been seeing how some finance teams are enforcing data matching rules between sales platforms and the GL instead of manual verification, can share what’s working if useful.
Who Should Target WANT Right Now
This account is relevant for:
- Product Information Management (PIM) platforms
- Order Management Systems (OMS) with advanced routing
- Supplier Data Onboarding and Validation tools
- B2B E-commerce platforms with custom pricing features
- Financial Reconciliation and Automation software
Not a fit for:
- Basic website builders with no integration capabilities
- Standalone marketing automation tools without system connectivity
- Small business accounting software
- Generic project management tools
- Personal productivity applications
When WANT Is Worth Prioritizing
Prioritize if:
- You sell tools for product data governance and multi-channel synchronization.
- You sell advanced order routing and fulfillment orchestration platforms.
- You sell solutions for automated supplier data ingestion and validation.
- You sell B2B e-commerce platforms that enforce complex client-specific pricing and catalogs.
- You sell financial automation software for cross-system transaction reconciliation.
Deprioritize if:
- Your solution does not address any of the breakdowns listed above.
- Your product is limited to basic e-commerce functionality with no B2B or multi-channel support.
- Your offering focuses solely on B2C marketing without operational system integrations.
- Your software requires significant manual configuration for data mapping and validation.
- Your product does not integrate with common ERP or accounting systems.
Who Can Sell to WANT Right Now
Product Information Management (PIM) Platforms
Akeneo - This company offers a PIM solution that centralizes and enriches product information to deliver compelling product experiences across all sales channels.
Why they are relevant: WANT experiences inconsistencies in product data across its B2B portal, B2C website, and marketplaces. Akeneo can standardize product attributes and ensure consistent data quality and propagation to all selling fronts.
Contentserv - This company provides a PIM and Master Data Management (MDM) platform that helps brands deliver consistent product experiences by managing complex product content.
Why they are relevant: WANT struggles with missing product attributes and images from supplier-provided data. Contentserv can enforce data completeness checks and manage rich media for all product listings.
Order Management and Fulfillment Orchestration
Fluent Commerce - This company offers a distributed Order Management System (OMS) that provides a single view of inventory and orchestrates fulfillment across multiple locations.
Why they are relevant: WANT's customer orders fail to route to optimal warehouse locations and shipping information does not update in the ERP. Fluent Commerce can automate intelligent order routing and synchronize fulfillment status across systems.
Manhattan Associates - This company provides a comprehensive suite of supply chain solutions, including warehouse management and order management, to optimize distribution networks.
Why they are relevant: WANT needs to automate order routing and update inventory in real-time across channels. Manhattan Associates can ensure accurate inventory visibility and efficient order allocation, preventing stock discrepancies.
Supplier and Product Data Onboarding Solutions
Salsify - This company offers a Product Experience Management (PXM) platform that helps brands and retailers manage product content and distribute it across all channels.
Why they are relevant: WANT faces issues with unsupported file formats and missing attributes from new supplier product data. Salsify can standardize data ingestion formats and enforce content completeness for faster supplier onboarding.
TradeBeyond (formerly TradeStone Software) - This company provides product lifecycle management (PLM) and supply chain solutions that manage product development and sourcing from concept to delivery.
Why they are relevant: WANT's new supplier integrations are blocked by data formatting errors and missing information. TradeBeyond can streamline the onboarding of supplier catalogs by imposing data quality rules and workflow automation.
B2B E-commerce and Pricing Management Platforms
OroCommerce - This company offers a flexible B2B e-commerce platform designed for wholesale, manufacturing, and distribution businesses with complex pricing and account management needs.
Why they are relevant: WANT's B2B clients experience incorrect custom pricing and inconsistent product catalogs in the self-service portal. OroCommerce can enforce personalized pricing rules and display client-specific product offerings accurately.
SAP Commerce Cloud (formerly Hybris) - This company provides an omnichannel e-commerce platform that supports B2B and B2C sales with advanced catalog and order management capabilities.
Why they are relevant: WANT's tiered pricing structures for bulk orders do not calculate correctly, and discount codes fail to validate. SAP Commerce Cloud can manage complex B2B pricing logic and ensure accurate application of client-specific terms.
Financial Automation and Reconciliation Software
BlackLine - This company offers a cloud-based platform that automates and streamlines financial close processes, including account reconciliation and intercompany accounting.
Why they are relevant: WANT experiences discrepancies between marketplace sales data and its general ledger. BlackLine can automate the matching of transactions from various sales channels to ensure accurate financial reporting.
Trintech - This company provides cloud-based financial close solutions that automate reconciliation and optimize record-to-report processes.
Why they are relevant: WANT's payment gateway reports show discrepancies with bank statements, requiring manual verification. Trintech can automate the reconciliation of payment processor data with bank feeds, reducing manual effort.
Final Take
WANT actively scales its multi-channel distribution network, making its digital transformation critical for sustained growth. Breakdowns are visible in inconsistent product data across sales platforms, misrouted orders due to integration gaps, and manual financial reconciliation processes. This account is a strong fit for solutions that enforce data integrity and automate workflows across complex B2B and B2C operational systems.
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