Digital Economy


Restaurants do not buy their goods in the supermarket, but order from food wholesalers. Today, this ordering process is still done by fax and answering machine, as there is no uniform digital solution for this, and is thus labour- and time-intensive as well as error-prone.


Orderlion is an out-of-the-box cloud-based online ordering platform for wholesalers that allows restaurants, hotels and large businesses to easily order food online in seconds with complete end-to-end integration into existing software environments.


  • Supplier Focused Solution
    • Deep ERP integrations creating lock-in effects and delivering unmatched value to buyers
  • Higher Stickiness
    • Offering enterprise-grade functionality (product recommendation, sales automation, analytics, …)
  • Convert marketplace-users
    • Allows suppliers to have their own systems to strengthen their customer relationships and network

Business Model

Orderlion arms suppliers with the tools they need to leap into the future. Through a SaaS-first approach, Orderlion offers suppliers their own branded shop and enables their personal eCommerce ecosystem, charging customers a one-time set up fee and a monthly fee from € 250 also based on the number of the active customers of the suppliers.


The food wholesale market is one of the world’s largest economies, moving € 2.000 billion of goods every year.

Digitising this fractured industry leads to a € 700 billion market opportunity, with:

  • 360.000 suppliers in the EU alone
  • 160.000 suppliers in the US

…leading to a Total Addressable Market of: EUR 15.6 billion and SOM of EUR 1.7 billion


  • € 588.000 ARR until now in 2022, +4from € 135.000 in 2021
  • Reached € 110.000.000 GMV run-rate, with 90%+ compounded annual growth rate from April 2020 to October 2022
  • >120% supplier-side net revenue retention
  • Hundreds of customers in 5 different countries

Exit Potential


Stefan Strohmer

CEO & Co-Founder

Patrick Schubert

CTO & Co-Founder

Investment Terms

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This document is non-binding preliminary information that provides an initial impression of the financing options offered. Neither this document nor the statements made by us in this context can be a sufficient basis for a financing decision. Investors should examine the possible investments themselves. Responsibility based on own analysis. This document does not constitute a sales prospectus, a public offer of an investment, an invitation to submit an offer, investment advice or investment brokerage. In providing this information, we make no representations, warranties or other contractual or quasi-contractual obligations, including with respect to the completeness, content or accuracy of the information reproduced in this document. This document is to be treated confidentially and may not be reproduced in whole or in part, passed on to third parties or published.

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