// startup autopsy
Merchantry
The wholesale marketplace that couldn't wholesale its way to scale.
marketfitAcqui-hire
Fatal mistake: Failed to build sufficient network density on both buyer and seller sides before well-funded competitors locked up the market.
Key Events Timeline
FOUNDING
Merchantry founded in the USA to build a B2B wholesale ecommerce marketplace.
FUNDING
Raised significant funding rounds totaling $15.9M to grow platform and sales team.
PRODUCT LAUNCH
Launched updated marketplace features aimed at enterprise brands and large retail buyers.
SHUTDOWN
Acquired by Tradesy in 2013 after failing to scale independently in the competitive wholesale ecommerce market.