From wholesale warehouse to eight-figure marketplace seller.

A wholesale operation built for retailers, not shoppers.

For over 25 years, the distributor supplied brick-and-mortar retailers across Southern California — food, treats, toys, grooming, and everyday pet care, more than 10,000 SKUs in all. The team knew vendor relationships, pricing, purchasing, and warehouse operations cold.

What it didn't have was a catalog, systems, or process built for selling online. In 2021, the company came to Acenda with a clear goal: use its product selection, supplier relationships, and cost position to reach shoppers directly on marketplaces like Target Plus, Amazon, and Walmart.

10,000 SKUs of B2B data that marketplaces would reject.

The product data came from vendors and was built for purchasing and warehouse operations — not consumer-facing listings. Items were missing required attributes, names were inconsistent, and variations needed normalizing. Each marketplace added its own rules for titles, images, categories, dimensions, and compliance fields.

At that catalog size, reviewing rejected listings by hand would have stalled the launch and created permanent busywork. And the wholesale-era order and inventory systems weren't designed to handle marketplace orders across multiple channels.

A new revenue channel — without touching the old one.

Within about a month, the client was selling on Target Plus, Amazon, and Walmart. Within six months, marketplaces drove more than 25% of gross revenue — most of it incremental, layered on top of the existing wholesale business rather than replacing it.

Today the company sells as a third-party seller on Target Plus, Amazon, Walmart, Overstock, eBay, Google, and others, with marketplace revenue grown to eight figures. The wholesale roots became the advantage: broad catalog, supplier relationships, competitive pricing, and fulfillment that already worked.