B2C Commerce is highly digitized, with Shopify so mature, it has spawned large companies built almost entirely on this platform — think Klaviyo and Loop Returns. This “Amazonification” of consumer purchases online has hardly touched B2B sales interactions. Manufacturers in every industry, from HVAC to powertools to lab equipment to autoparts, rely on distributors to get their products to businesses that use their products. These distributors engage sales teams that receive purchase orders, which all flow into legacy ERP systems like Epicor’s Prophet 21 (P21) and Oracle Manufacturing Cloud. This complex supply chain runs OK when inventory goes one-way: manufacturer to distributor to customer. What happens when items are damaged during shipment, a part breaks down prematurely or a customer orders the wrong size or type? Sending items and information back up this fragile supply chain is fraught with issues that more and more customers, distributors and manufacturers all expect to be better in the Amazon/Shopify era. This is where Continuum steps in.
Continuum is meant to solve much of the same problem for B2B commerce that our prior investment in Loop Returns did six years ago in the B2C space. Continuum offers a SaaS solution that B2B distributors can have customers fill out when requesting a return. It has automated logic that indicates what is required (photos, serial numbers, etc), kicks off the return merchandise authorization (RMA) process and read-writes seamlessly with the ERP system. Continuum isn’t stopping there — they are already rolling out a warehouse module that allows scanning and updating when units are received back to the distributor — enabling chain of custody — and have more updates in the works.
“It’s clear existing systems aren’t made for products to flow upstream, resulting in huge headaches for manufacturers and distributors. It would normally take anywhere from 15 to 30 days and, in some cases, two to three months to connect the different departments and teams that are involved, said Abhinaya Konduru, Principal. “Continuum’s product makes this system seamless and automates a lot of the returns processes to be instantaneous.”
Continuum is backed by an experienced team. Founder and CEO, Alex Witcpalek, has spent time in sales roles at sales-i, Collective[i], and most recently at Conexiom. He focused on scaling SaaS organizations by selling into the distribution and manufacturing industries. He was a top sales leader at Conexiom where he worked closely with his teammates Malcolm Moran (CTO) and Rawan Disouky (VP of Sales Engineering) before bringing them on to the Continuum team in early 2024. They have hit the ground running, with quick sales momentum in a notoriously slow-moving industry, and are quickly building and integrating with ERP systems.
Ultimately, as the owners and employees of distributors, manufacturers and their customers turn over to a generation more accustomed to shopping entirely digitally, calling (or let alone faxing…) in complicated RMA information that is then manually typed into a legacy ERP will not be acceptable. The first distributors that modernize with Continuum will attract and retain more customers, forcing others to also adopt — or lose share. We are excited to be investing in the tip of the digitization iceberg of B2B commerce.
About Continuum: Continuum is at the forefront of redefining returns, warranties and repairs management through AI-powered technology. The company provides innovative solutions that help businesses optimize their operations, improve customer satisfaction and accelerate growth. Specializing in addressing the reverse-logistical challenges faced by B2B distributors and manufacturers, Continuum’s platform streamlines complex processes, making them more efficient and effective. Learn more at GoContinuum.ai.
Learn more: AI-powered logistics startup Continuum raises pre-seed funding
About M25: M25 is an early-stage venture firm based in Chicago, investing solely in tech startups headquartered in the Midwest. Since launching in 2015, M25 is among the most active investors in the region, quickly becoming the preferred seed investor for the next generation of Midwest unicorns. Portfolio companies include Kin Insurance, Loop Returns, Astronomer, Summersalt, SteadyMD, Branch, Authenticx and more. Learn more at m25vc.com
