Provi said more than $5 billion in gross merchandise volume (GMV) has moved through its platform.
The milestone highlights the sector’s accelerating shift toward digital ordering. Provi is a major B2B digital marketplace serving the beverage alcohol industry. Its announcement comes as beverage suppliers, distributors and retailers navigate a period of stabilizing demand and rising pressure to improve efficiency.
Digital tools are increasingly shaping that transition. McKinsey & Co. reports that B2B buyers now use an average of 10 channels during a purchasing cycle — twice as many as a decade ago. Separate data from Digital Commerce 360 shows that 94% of B2B buyers consider omnichannel models as effective or more effective than traditional sales approaches, and 73% say digital platforms are now their preferred way to place orders.
Provi executives say those broader trends are visible across the three-tier system.
“Surpassing $5 billion in GMV is more than a milestone for Provi; it marks a turning point in how the beverage alcohol industry operates,” said Taylor Katzman, the company’s founder and CEO. “Reaching this scale shows that digital collaboration isn’t just the future — it’s already creating measurable value for our partners.”
How Provi reached a GMV milestone
Provi’s platform centralizes product discovery, distributor catalog access and sales-rep communication for on- and off-premises retailers ranging from independent bars to national chains.
Large operators, in particular, are using the system to enforce purchasing standards across multiple locations. In an internal analysis, Provi found that 88% of attempted product requests that fell outside a chain’s approved list were automatically prevented from being added to an order, a control point the company said helps maintain consistency and compliance across beverage programs.
Distributors are also reporting gains tied to automation. According to Provi, sales representatives using the platform cut time spent on administrative tasks from 53% to 15%, saving about 15 hours per week — or roughly $600 in weekly labor value — which can be redirected toward sales activities. Provi said those efficiencies contributed to more than 100,000 new points of distribution added annually by partner distributors.
For suppliers, the platform provides a channel to reach buyers and support distributor marketing. In states that allow self-distribution, it also offers a compliant way for brands to engage retailers directly. Industry groups view those improvements as timely.
“In an environment where category growth has leveled, digital innovation is emerging as a catalyst for renewed momentum,” said Chris Swonger, president and CEO of the Distilled Spirits Council of the United States. “Industry partners like Provi are driving that momentum by improving cross-tier collaboration, operational discipline, and sustainable growth.”
Provi’s leadership team includes veterans from Drizly, Constellation Brands, Beam Suntory, Guayakí Yerba Mate, Main Street Hub, Oracle and Dell. The company also owns SevenFifty Daily, a trade publication covering beverage alcohol news and analysis.
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