Conduit Commerce

Founders and Team

Conduit Commerce was founded in 2023 by Rohan Shah and Rahul Sinha, childhood friends who began the project together and won the $35,000 Sunstone New Venture Prize at the USC Marshall New Venture Seed Competition for the concept [USC Marshall][Forbes]. CEO Rohan Shah previously co-founded Extend in 2019, a merchant warranty platform whose customers include Logitech, Harman, and Advance Auto Parts, and was named to the 2025 Forbes 30 Under 30 list for Retail and Ecommerce [Harker News][Forbes].

How the Company Got Here

Conduit Commerce is a New York based seed-stage software company building an AI copilot that sits inside the daily workflow of wholesale and direct-to-consumer sales teams, with an early focus on furniture, home decor, record labels, and entertainment merchandise [Conduit Commerce]. The company is incorporated as Conduit Commerce, Inc. [Conduit Commerce]. The core product combines a wholesale portal that replaces email-thread ordering with an integration layer that syncs product, inventory, and orders across ERPs, storefronts, and consumer surfaces such as Shopify, Instagram Shop, TikTok Shop, and ChatGPT [Conduit Commerce][RockWater]. The investor base disclosed across third-party databases includes Backwards Capital, First Round Capital, Susa Ventures, Good Friends, and Night Ventures [CB Insights]. Industry tracker RockWater reported that Conduit acquired Wally, a TikTok Shop enabler [RockWater].

Independently corroborated -- Confirmed across Conduit Commerce, Forbes, USC Marshall, RockWater, and CB Insights.

Taxonomy Snapshot

Axis	Value
Stage	Seed
Business Model	SaaS
Industry / Vertical	E-commerce / Retail (wholesale, furniture, entertainment, record labels)
Technology Type	AI / Machine Learning
Geography	North America
Growth Profile	Venture Scale
Founding Team	Co-Founders (2)
Funding	Seed VC

Product and Technology

Conduit positions itself as "One AI Copilot. Built for Every Sales Role," embedding inside the existing tools of sales and account-management staff [Conduit Commerce]. The shipped surface area falls into three buckets: a wholesale portal for brands and dealers, an integration layer that connects to ERPs and storefronts to automate dealer reminders, and a structured product publishing layer for entertainment merchandise to surface in Google, Instagram, TikTok, and ChatGPT [Conduit Commerce]. RockWater reports that Conduit's product syncs real-time product, inventory, and orders across platforms including Shopify, Instagram Shop, and TikTok [RockWater]. The company offers a managed onboarding motion, spinning up sites and loading products for prospects [Conduit Commerce].

Independently corroborated -- Confirmed by Conduit Commerce primary site and RockWater.

Market Research and Opportunity

Conduit targets the digitization of B2B wholesale ordering and the emergence of AI-mediated product discovery. Demand drivers include the migration of dealer ordering to self-serve portals, the rise of social commerce surfaces like TikTok Shop and Instagram Shop, and the expectation that AI assistants will become product discovery surfaces [Conduit Commerce][RockWater]. Conduit's vertical packaging into furniture, home decor, record labels, and entertainment merchandise is a deliberate narrowing [Conduit Commerce].

Metric	Value
Addressable problem	Wholesale distributors moving from offline to online sales via dropshipping and inventory management
Channel surfaces in scope	Shopify, Instagram Shop, TikTok Shop, Google, ChatGPT

Lightly corroborated -- Multiple primary and secondary sources describe the surface area, but no third-party numeric TAM is cited.

Competitive Landscape

In the B2B wholesale platform pool, incumbents include general-purpose B2B commerce suites and dealer-portal tools. Conduit's pitch is a vertical-specific portal and reminder automation out of the box [Conduit Commerce]. In the social-commerce enablement pool, alternatives are channel-specific tools and native platform tools; Conduit's acquisition of Wally provides distribution into this layer [RockWater]. In the AI sales copilot pool, Conduit's edge is workflow placement inside specific verticals where the data shape is idiosyncratic [Conduit Commerce].

Lightly corroborated -- Category framing supported by Conduit Commerce and RockWater; no named direct competitor is confirmed in the captured sources.

Opportunity

Conduit aims to become the embedded commerce layer for vertical brands selling into dealer networks and AI-mediated consumer surfaces. The investor syndicate is consistent with a category-bet thesis [CB Insights].

Growth scenarios

Scenario	What happens	Catalyst	Why it's plausible
Vertical category leader	Conduit becomes the default dealer-portal and multi-channel publishing layer for mid-market furniture brands	A named furniture supplier publicly cites measurable dealer-order lift	Conduit already ships supplier and retailer products specifically for the furniture vertical [Conduit Commerce]
Default merchandise stack	Record labels and artist teams adopt Conduit to publish merchandise into shoppable surfaces	Continued growth of social and AI-mediated product discovery	Conduit has a dedicated entertainment product line and targets ChatGPT as a discovery channel [Conduit Commerce]
Agentic-commerce standard	Conduit becomes a brand-side tool that structures product data for AI assistants	Adoption of an agentic shopping protocol by a major AI platform	Conduit's positioning names ChatGPT alongside Google, Instagram, and TikTok [Conduit Commerce]

Lightly corroborated -- Scenarios anchored in confirmed product surface area and investor syndicate.

Sources

1. [Conduit Commerce] Conduit Commerce homepage | https://www.conduitcommerce.com/
2. [Conduit Commerce] Stop email threads. Give retailers a portal that works. | https://www.conduitcommerce.com/products/wholesale-portal
3. [Conduit Commerce] Record Labels | https://www.conduitcommerce.com/record-labels
4. [Conduit Commerce] StreetPulse | https://www.conduitcommerce.com/streetpulse
5. [Conduit Commerce] Furniture and Home Decor, Suppliers | https://www.conduitcommerce.com/supply/furniture
6. [Conduit Commerce] Furniture and Home Decor, Retailers | https://www.conduitcommerce.com/retail/furniture
7. [Conduit Commerce] Entertainment | https://www.conduitcommerce.com/entertainment
8. [f4.fund] Conduit Commerce, E-commerce and Marketplaces | https://f4.fund/startups/conduitcommerce
9. [parsers.vc] Conduit Commerce, Funding, Valuation, Investors, News | https://parsers.vc/startup/conduitcommerce.com/
10. [prospeo.io] Conduit Commerce Overview, Address and Contact | https://prospeo.io/c/conduit-commerce
11. [RocketReach] Rohan Shah, Conduit Commerce Co-Founder and CEO Contact Information | https://rocketreach.co/rohan-shah-email_1855460
12. [LinkedIn] Rohan Shah, Supercharging Wholesale with AI | https://www.linkedin.com/in/rohanyshah
13. [Forbes] Rohan Shah profile | https://www.forbes.com/profile/rohan-shah-2/
14. [RockWater] Conduit Commerce Buys Wally, TikTok Shop Enabler Attracts Capital | https://wearerockwater.com/conduit-commerce-buys-wally/
15. [CB Insights] Conduit Commerce, Products, Competitors, Financials, Employees, Headquarters Locations | https://www.cbinsights.com/company/conduit-commerce
16. [USC Marshall] USC Marshall New Venture Seed Competition, Sunstone New Venture Prize | https://www.marshall.usc.edu/