For years, mid-market B2B businesses have been stuck making do.
On one side: consumer grade platforms that were never built for the complexity of wholesale, distribution or manufacturing. On the other hand: enterprise systems that cost too much, take too long to implement & were designed for a completely different scale.
The result is not just inefficiency, but operational friction across ordering, pricing, customer management and internal workflows. Businesses managing €10m to €300m in annual revenue were operating with tools that were never meant for them.
This isn’t a niche frustration. According to a 2024 Forrester Consulting study commissioned by Zoovu, 65% of B2B executives say that online commerce is broken at their organisation, citing inadequate platforms and poor product data as the primary reasons.
The gap has been hiding in plain sight. Apex B2B was built to close it.
On 9 April 2026, Apex B2B officially launched its AI-enabled B2B commerce platform, purpose-built for mid-market wholesalers, distributors and manufacturers.
Founded by Bharat Sharma and incubated within Monsoon Consulting, Apex is built on a straightforward premise: businesses in the middle of the market deserve a platform that was designed specifically for them, not a watered-down enterprise tool, and not a consumer platform stretched beyond its limits.
With AI built into the core, not bolted on as an afterthought, Apex gives mid-market B2B businesses the infrastructure to manage complex ordering, customer relationships, product catalogues and commerce operations in one place.
For wholesale, distribution and manufacturing businesses, this is a platform designed around how those operations actually work.
If your business manages between €10m and €300m in annual revenue, you already know the challenge.
Your operations are too complex for a basic ecommerce setup. Your buying cycles, pricing structures, account management needs and order volumes require something more sophisticated. But a full enterprise implementation is out of reach because they are too costly, too slow, and too rigid for how your business actually works.
This is where many businesses find themselves in a “middle gap”, too complex for basic tools, but not well served by enterprise platforms.
Apex B2B was built for exactly that reality.
Whether you’re looking to digitise your ordering process, improve the buyer experience for your trade customers, or build a scalable B2B commerce operation, Apex gives you the tools to do it without the overhead of an enterprise system.
Want to see how it works for your specific setup? Explore the platform or book a 30-minute demo, no lengthy sales process, just a straightforward look at what’s possible.
The launch comes with €1.5m in investment, including R&D backing from Enterprise Ireland, Ireland’s national enterprise development agency, which supports high-potential Irish businesses scaling internationally.
That backing reflects both the scale of the opportunity and the credibility of the platform. Enterprise Ireland doesn’t back ideas, it backs businesses with the potential to compete on a global stage.
Apex B2B is headquartered in Dublin, with offices in London and Lisbon, positioning the business to serve customers across Ireland, the UK and continental Europe from day one.
The launch is the beginning, not the destination.
Over the next five years, Apex B2B is expanding across the UK, Europe and the United States, the markets where the mid-market B2B commerce gap is just as pronounced and just as underserved.
To support that growth, Apex is actively hiring 15 remote roles across:
If you’re interested in joining a team building something genuinely new in B2B commerce, view open roles
The Apex B2B launch was covered across Ireland and the UK on launch day, a strong signal of the industry attention this platform has already earned.
Apex B2B is now live. If you’re a wholesaler, distributor or manufacturer ready to move beyond tools that were never built for you let’s talk.
