Foundation aims to streamline B2B sales and replace PDF product catalogs and convoluted Excel order forms that traditionally facilitate transactions.

The whole idea behind Foundation is that wholesale eCommerce is an afterthought for most direct-to-consumer eCommerce platforms.

The founder of Foundation, Shiv Agarwal is a serial entrepreneur and one of the original founders of Fabric before leading that company to raise money and hire its current CEO Faisal Masud.  Congrats to Shiv on his new journey.

GeekWire: Foundation, a wholesale e-commerce startup led by former Staples exec, lands $3M