SeeBiz unveils social B2B marketplace for wholesalers

SeeBiz has launched a business-to-business marketplace that combines product listings and ordering tools with social networking features for wholesale trade.

Based in Los Angeles, SeeBiz positions the platform as a way for retailers, wholesalers, distributors and manufacturers to find each other online and manage transactions in one place. The company was founded by entrepreneur Nadeem Ballaj, who says he built the service after more than three decades in the wholesale sector.

Wholesale buying has traditionally depended on in-person relationships, trade shows, phone calls and email. Many buyers still build supplier lists through existing contacts and local networks. That can slow product discovery and make it harder for smaller retailers to compare options across a broad supplier base.

SeeBiz is built around a catalogue-and-ordering model. Wholesalers, manufacturers and distributors can list products on the platform, while retailers can browse supplier catalogues, compare items across sellers and place orders through the same system.

SeeBiz describes the platform as a centralised environment for B2B sourcing and a way for businesses to expand supplier networks beyond offline relationships.

Social feed

Alongside conventional marketplace functions, SeeBiz adds a social networking layer for trade users. Businesses can publish posts, share product updates and promote new arrivals through an interactive feed. Users can also communicate directly with other organisations on the platform.

The design borrows familiar social media mechanics, including following and feed-based updates. Retailers can track supplier announcements and see product launches and promotions as they appear. Suppliers and manufacturers can maintain a regular presence with potential buyers without relying on periodic outreach and trade events.

SeeBiz is pitching this combined model as a more continuous way for buyers and sellers to stay informed about market activity. It argues that integrating messaging, product discovery and ordering in one platform reduces the time needed to identify new suppliers and evaluate opportunities.

Ballaj tied the concept to gaps he has seen in the sector. "SeeBiz was built to bring the power of connectivity and transparency to the wholesale marketplace," he said. "After spending more than three decades in the wholesale industry, I saw firsthand how difficult it was for retailers and suppliers to discover each other and build relationships efficiently. Our vision with SeeBiz is to create a platform where businesses can not only trade but also build meaningful relationships, share opportunities, and grow together in a connected digital ecosystem."

Smaller retailers

SeeBiz says it designed the platform for businesses of different sizes, from large distributors to smaller retailers and new entrants. It presents the service as lowering barriers to wholesale sourcing by expanding access to suppliers and product options through a digital channel, rather than relying only on established distribution networks.

SeeBiz also highlights efficiency gains in supplier search and ongoing communication. It says the mix of commerce tools and networking features creates a steady flow of updates and engagement between buyers and sellers, rather than interactions clustered around seasonal buying cycles.

The launch reflects a broader shift in B2B commerce towards digital platforms that combine discovery, communication and transactions. In many sectors, buyers increasingly expect searchable catalogues, faster quoting and clearer product information. Suppliers have responded by investing in online channels, including marketplaces and direct-to-business storefronts.

SeeBiz is entering a crowded market where B2B marketplaces, industry-specific platforms and eCommerce providers already compete for wholesalers and retailers. The company's differentiator is its social feed, intended to make supplier discovery and engagement more visible within the platform.

Growth plans

SeeBiz is onboarding suppliers and retailers from multiple industries as it expands its network. It is also considering additional features focused on collaboration, product discovery and supplier engagement.

Ballaj has signalled interest in external backing and partnerships as the platform grows. SeeBiz says it is engaging with investors, media organisations and strategic partners as it works to scale its marketplace and user base.

SeeBiz expects to keep expanding the platform and adding new suppliers and retailers as it builds out its ecosystem.