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].

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

Data Accuracy: GREEN -- Confirmed across Conduit Commerce, Forbes, USC Marshall, RockWater, and CB Insights.

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].

Data Accuracy: GREEN -- 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

Data Accuracy: YELLOW -- 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].

Data Accuracy: YELLOW -- 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]

Data Accuracy: YELLOW -- 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/