Consumer Goods Distribution & Sales (B2B Food & Disposables)
Distribution & Sales of Food Products and Disposables (B2B)
A 70-item order that took a sales rep 7 minutes to key in became an order that captures itself straight from the customer's WhatsApp, flows into the handheld terminals and is approved — even at 3 a.m.
The Challenge
At a B2B distribution company for food products and disposables, field sales reps spent roughly 80% of their day keying in orders instead of selling. Customers send orders in free-text WhatsApp messages, and the rep types them in item by item on a handheld terminal — entering a large order (up to 70 items from a catalog of around 2,000 products) took up to 7 minutes. In practice, the reps had become clerks in the field. The difficulty didn't end with volume: customers use their own abbreviations (C=carton, U=units), non-standard product names and spelling mistakes, and every customer has fixed preferences ('this customer always orders by the carton'). Above all was the pricing problem: 'it pulls price list 1 at 70 shekels, but I actually charge 45', plus the fear that the system would pull an old price after a price increase — in a competitive market where every mistake erodes trust.
The Solution
We built an end-to-end automated intake pipeline for WhatsApp orders. When a customer sends a free-text order to the existing business number, the system identifies them by phone number and parses the message using a combination of code logic (fixed abbreviations such as C=carton, U=units) and AI (non-standard product names, substitutes and spelling errors), and matches quantities and units to the customer's preferences from their history. Prices are pulled from the invoice and order history in the existing accounting system — the most recent valid price for that specific customer, not a default and not an old price that lagged behind an increase — and the system automatically alerts and notifies the customer when a price has changed. Customer, item, inventory and pricing data sync from the accounting system to a local Supabase database every two hours, and every order goes through an inventory availability check and rounding to minimum quantities before intake. The processed order is automatically injected into the handheld terminal system as a planned order for the rep's review — keeping human control in place — and the customer receives an immediate confirmation with an item summary and final price, 24/7, including orders sent overnight.
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