We built the transaction layer and the factory layer for Southeast Asian industrial B2B. Now we connect them with AI — and scale the network.
Offline B2B trade and logistics out of Bangkok since 2015. In 2026 we put that know-how on our own platform, live in Thailand.
ASEAN factories need materials, parts and MRO supplies every day — and still buy them by phone, email and spreadsheet.
Industrial materials still move through layers of dealers, email and spreadsheets. The buying company pays for every layer — in price, time and risk.
REINDEERS Marketplace captures industrial demand. REINDEERS.AI turns that demand into production and procurement decisions. Factory data flows back into pricing, availability and lead times — a closed-loop industrial commerce network.
REINDEERS controls the whole flow — from RFQ and sourcing to customs and final delivery — and earns on both 1P trade and 3P marketplace transactions.
Built and rolling out to factories: one SaaS that plans production, automates purchase orders and runs the warehouse — and turns each factory's real demand into data.
Every chronic problem of the dealer market maps to something we have already built — first digitise the trade, then let AI run it.
| Work area | Today · dealer market | With REINDEERS | Impact |
|---|---|---|---|
| Purchase price | Dealer markups of 30%+ (imports 50%+) | ~7% cheaper than customers' previous dealers — with margin to spare | −7% price |
| Quotes | 2–3 days of manual comparison | AI quote comparison · under 30 minutes | 90% faster |
| HS code | Classified by hand · frequent errors | AI classification · 85%+ accuracy | 85%+ accurate |
| Logistics cost | Forwarders asked one by one · 1–2 days | Forwarder bidding · real-time comparison | 15–20% lower |
| Inventory | Manual Excel entry · no real-time view | REINDEERS.AI live stock · automatic alerts | Real-time |
| Trade documents | Half a day per shipment (CI · PL · B/L) | Generated on the platform | 80% less time |
| Workflow | Email and phone · no tracking | One workflow · end-to-end tracking | Automated |
The REINDEERS platform went live in Thailand in February 2026. In August we switched to first-party trade; September was 100% 1P. We forecast $120K GMV in December, with REINDEERS.AI (MES) subscription revenue from November.
Active = registered and doing business on the platform: requesting or answering quotes, or completing orders. Most active buyers already order; supply runs wider than the registered list.
Marketplace knows the demand and supply network. REINDEERS.AI knows how the factory can execute. Together, they turn customer intent into an executable industrial transaction.
Catalog platforms sell listings and ads. Traditional distributors sell through people. REINDEERS runs the whole trade — and sees factory demand before the order.
| Catalog / ad platforms Alibaba · Amazon Business | Traditional distributors Local MRO and trading firms | REINDEERS Marketplace + REINDEERS.AI | |
|---|---|---|---|
| How a trade starts | Search a catalog, click to order | Call or email a sales rep | Request for quote, matched to suppliers |
| Price | Fixed list price, paid placement | Rep-negotiated, opaque markup | Competing quotes per request |
| Parties | 2 — buyer and seller | 2 — plus manual coordination | 4 — buyer · supplier · forwarder · 3PL |
| Docs & customs | Outside the platform | Manual — email and Excel | Generated on the platform · HS code AI |
| Demand signal | Search and click history | The rep's relationships | Factory production data from REINDEERS.AI |
| Revenue model | Commission and advertising | Product margin | 1P margin · PB · 3P commission · SaaS |
We now buy and sell the goods ourselves. GMV becomes revenue at a 35% gross margin, and 3P scales on top of the customer base that 1P builds.
| 2026 | 2027 | 2028 | 2029 | 2030 | |
|---|---|---|---|---|---|
| Total GMV | 0.40M | 5.11M | 16.0M | 30.7M | 50.4M |
| 1P revenue | 0.26M | 4.25M | 10.8M | 15.7M | 19.8M |
| 3P GMV | 0.14M | 0.86M | 5.1M | 15.0M | 30.6M |
| 3P commission | 0.01M | 0.06M | 0.35M | 1.04M | 2.11M |
| SaaS revenue | 0.01M | 0.16M | 0.43M | 0.94M | 1.77M |
| Total revenue | 0.28M | 4.46M | 11.6M | 17.7M | 23.7M |
| Gross profit (margin) | – | 1.67M (37%) | 4.49M (39%) | 7.29M (41%) | 10.45M (44%) |
| People & overhead | – | 0.28M | 1.63M | 2.12M | 2.60M |
| Logistics (3% of rev.) | – | 0.13M | 0.35M | 0.53M | 0.71M |
| EBITDA (margin) | Q4 +0.03M | 1.26M (28%) | 2.51M (22%) | 4.63M (26%) | 7.14M (30%) |
| REINDEERS.AI subscribers (Dec) | 8 | 25 | 63 | 127 | 228 |
Five full-time co-founders: a founder with 20+ years on the ground in Thailand, three NHN Accommate leaders who built Korea–China cross-border commerce, and a Southeast Asian logistics operator.
We are not raising to build the product — the Marketplace and REINDEERS.AI are built. The $500K – $1M round funds private-label stock to grow 1P trade and keeps a cash reserve; operating costs are covered by gross profit.
Eleven years of B2B trade in Southeast Asia. A live trade platform and a factory execution layer — next, connected by Industrial Execution AI.
ASEAN's second-largest manufacturing economy, where a quarter of GDP comes from factories — and where REINDEERS has run B2B trade since 2015.
Gen 1 platforms were built for catalog ordering. Industrial trade is a different game — quotes, documents and four parties working together.
An illustrative order: one sentence from a buyer becomes a payable quote with production and delivery plans.