EasyVend has launched a unified B2B order management platform designed specifically for Australian food and beverage distributors, bringing ordering, automated invoicing, payments, eCommerce and driver delivery tools into a single system.
The platform targets small to mid-sized suppliers operating across the food, beverage, dairy, bakery, packaging and foodservice sectors — a segment of the Australian distribution market that has historically relied on fragmented point solutions or manual workflows to manage wholesale operations.
Why It Matters
For distributors in the small-to-mid-market tier, disconnected systems create compounding inefficiencies: sales orders entered in one tool must be re-keyed into an invoicing platform, payment reconciliation happens separately, and route-based driver delivery requires yet another layer of coordination. Consolidating those functions into one system reduces the administrative overhead that constrains margin in a sector where logistics costs are already under pressure from fuel prices and labour.
The Australian foodservice and wholesale distribution market has been undergoing accelerated digitalisation since the pandemic exposed the fragility of phone- and fax-based ordering. Platforms targeting this space — often called distributor management systems or wholesale eCommerce solutions — have attracted growing operator interest as suppliers look to reduce order errors, speed up cash collection through automated invoicing, and give wholesale buyers a self-service portal that mirrors the consumer eCommerce experience.
Competitive Landscape
EasyVend enters a market where global players such as Ordermentum — which has established a strong foothold among Australian foodservice distributors — and international platforms including Ordoro and Cin7 compete for wallet share. The local build is a differentiator the company is leaning on, given that Australian tax compliance requirements, including GST treatment and e-invoicing standards being rolled out under the federal government's digital economy agenda, create friction for platforms not architected for the local regulatory environment.
The bundling of driver delivery tools alongside the commercial-side functions — ordering and payments — positions EasyVend closer to an end-to-end route accounting system than a standalone wholesale eCommerce portal, a distinction that may resonate with dairy and bakery suppliers who operate their own last-mile fleets. Those categories in particular have seen renewed interest in technology investment as supply-chain pressures reshape distributor economics and buyers demand faster fulfilment visibility.
For operators and buyers evaluating platforms in this space, the consolidation trend mirrors broader moves across the foodservice technology sector, where vendors are bundling adjacent functions to reduce integration costs and improve data coherence across the order-to-cash cycle.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
