Choco Launches eCommerce Platform to Power Digital Growth for Food Wholesalers
Choco, the leading technology company modernising food supply chains, today announced the launch of Choco eCommerce, a white-label digital storefront and mobile app solution designed to transform how food wholesalers sell to their customers. With this new platform, wholesalers can move beyond manual phone and email orders to a seamless, mobile-first ordering experience that drives bigger baskets, repeat orders, and stronger customer loyalty.
Completing Choco’s Vision: Digitising 100% of Orders
Since its founding, Choco’s mission has been to digitise 100% of wholesalers’ orders to make ordering processes faster, more efficient, and error-free. The company first introduced its AI-powered technology to process orders arriving through any channel—whether email, voicemail, WhatsApp, fax, paper, or even photos—ensuring nothing gets lost and manual work is eliminated.
With the launch of Choco eCommerce, wholesalers can now also offer their clients a branded webshop and app, meeting the growing demand for digital-first ordering. By combining AI-driven order processing with eCommerce, Choco enables wholesalers to cover all customer preferences—from traditional channels to modern self-service platforms.
This holistic approach gives wholesalers unprecedented visibility into their sales, helping them understand buying behaviours, spot churn risks, and make smarter decisions. In an industry where margins are tight, such insights are invaluable to drive growth and stay competitive.
“With the app, customers can browse our full catalogue and order easily online. It’s a major step forward in digitising our family business,” said John Pritchard Director at Goosemoor Foodservice.
A Digital Growth Engine for Wholesalers
Choco eCommerce is more than just a digital catalogue—it is a revenue growth engine. Features include:
• Upselling and tailored recommendations to increase order values and basket size
• Promotional carousels and featured items to highlight key products
• Smart cart reminders to reduce forgotten items and lost revenue
• Direct ERP integration to eliminate manual entry errors
Wholesalers using Choco eCommerce report higher sales, stronger loyalty, and streamlined operations. By meeting operators where they buy and reducing friction at every stage, Choco enables wholesalers to process more orders without additional staff and to unlock valuable insights from customer behaviour.
“Our dairy sales have increased by 250% since the introduction of the e-commerce app—and that’s without an active promotion,” said Gary Macaulay, Director at FB The Wholesaler.
Designed for Scale, Built for Impact
Choco eCommerce is easy to launch, effortless to run, and designed for measurable business impact. Whether a wholesaler’s catalogue contains 50 or 50,000 SKUs, the platform puts their products directly into customers’ pockets, accessible 24/7 in any language.
Daniel Khachab, CEO and Founder of Choco, commented:
“Food distribution is one of the last industries to fully digitise. With Choco eCommerce, we’re giving wholesalers the tools to grow faster, serve customers better, and operate smarter. Combined with our AI that captures every other order channel, this ensures 100% of orders are digitized—unlocking insights that are critical for competitiveness in a margin-thin industry. This is a major milestone in our mission to build a more sustainable, tech-enabled food supply chain.”