Early users like BISCO Inc and The Howard Elliott Collection have seen a 90% reduction in order-entry costs.
[San Francisco, July 16th, 2026] — WizCommerce, the AI platform for modernizing wholesale sales and operations, today announced the launch of Ella, its AI-powered order entry tool.
For most distributors, order intake is still a manual grind. Inside sales and customer service teams spend their days re-keying purchase orders into the ERP. At an industry baseline of 20 minutes and $10-12 per order, the cost adds up fast — from $250K-$550K a year for a mid-market distributor. That's money spent on data entry instead of selling.
Ella was built around the messy realities distributors face every day. Customers send POs in every format imaginable — handwritten faxes, photos of order sheets, Excel files, WhatsApp messages — and they often don't match the seller's system. Buyers use their own part numbers instead of the seller's SKUs, bundle multiple POs into a single email, and include outdated or off-contract pricing that slips through unnoticed and eats into margin. Ella was built to handle all of it.
Here's how Ella works:
- Ingests POs across every format and channel — email, PDF, fax, Excel, handwritten notes, photos, and even WhatsApp messages
- Extracts line items, quantities, and pricing
- Resolves customer part numbers to your SKUs by mapping against the ERP
- Validates pricing and flags discrepancies before they reach the system
- Pushes an ERP-ready order in under two minutes — cutting order-entry costs by 90%
The result: customer service teams are freed up to sell instead of type.
Ella comes with prebuilt connectors to all major ERP systems, making integration plug-and-play.
With this launch, WizCommerce becomes one of the only companies in the industry to deliver a fully integrated technology stack for distributors with a B2B sales rep app, a B2B ecommerce platform (the only solution that takes full-fledged websites live in under two months), a distributor-specific CRM and now an AI-powered order entry and quoting platform, with more AI agents under development.
"Distributors have some of their best salespeople stuck doing manual order entry instead of selling. Ella changes that,” said Divyaanshu, CEO of WizCommerce. “It takes the busywork off their plates and frees them up to focus on what actually grows the business — building relationships and closing deals. We're not here to replace people with AI. We're here to make every person on a distributor's team more powerful."
The Howard Elliott Collection, a North American home accents wholesaler, cut manual order entry from 4 hours a day to about 15 minutes per order — eliminating data-entry errors along the way. "Ella has completely changed how we handle emailed and faxed orders. It's saving hours every day for my team," said Colleen Daly, VP at The Howard Elliott Collection.
Other companies automating order entry with Ella include Jaipur Living, Bassett Mirror Company, BISCO Inc., Regina Andrew, and others.
For a limited time, WizCommerce is offering a free pilot of Ella. Learn more here: LINK
About WizCommerce
WizCommerce is the AI-powered sales platform purpose-built for wholesalers and distributors. The platform brings together AI order entry, AI product photography, B2B ecommerce, and sales rep enablement tools in a single suite — replacing manual workflows across the order-to-cash cycle. Trusted by leading distributors across various segments, WizCommerce helps businesses cut operational costs, accelerate go-to-market, and grow revenue.
Media Contact:
Shefali Chandolia
Director of Events Marketing
WizCommerce
[email protected]
(908) 271-4999