Apex B2B, a SaaS platform for mid-market B2B merchants like wholesalers, distributors and manufacturers, has launched following an investment of £1.3m.
The startup plans to expand its presence in the UK market, targeting B2B merchants seeking to modernise their digital infrastructure and improve operational efficiency.
Developed as a purpose-built, AI-enabled commerce platform for mid-market businesses, Apex B2B is designed to address a growing gap in the market where companies have outgrown basic retail-first tools but find enterprise platforms too complex, costly and slow to implement.
To support its growth, Apex B2B plans to hire 15 employees across product engineering, AI, customer success, go-to-market and operations. The company is targeting mid-market businesses with annual revenues between £10m and £300m and plans to expand across European and US markets over the next five years.
The platform was incubated within Monsoon Consulting, a digital commerce agency, and formally spun out following a successful soft launch in December 2025.
“The UK wholesale sector is one of the most developed, but also one of the most operationally complex markets,” says Bharat Sharma, founder and CEO at Apex B2B. “What we consistently see is a structural gap where businesses that are too advanced for basic tools, but underserved by enterprise platforms.
“In today’s environment, efficiency and resilience are no longer optional. Wholesalers need systems that allow them to operate leaner, respond faster and protect margins. Apex has been designed to address that by combining proven B2B workflows with modern cloud and AI capabilities.”
