About Upstock
Upstock is a Retail company based in Wellington (New Zealand) founded in 2020 by Matt Watson. It operates as a farm products and software solutions are distributed to wholesale businesses. It operates on a Two-Sided Marketplace model. Upstock has raised $6.9 million across 2 funding rounds from investors including Possible Ventures, Icehouse Ventures and Philip Fierlinger. Its website upstock.app draws about 71 thousand monthly visits. Upstock offers products and services including Upstock Marketplace. Its focus areas include Technology, E-Commerce and B2B Marketplace. Its legal entity is UPSTOCK LIMITED. Its competitors include Ablife, WEGOTRADE, HospoConnect, Latino Foods and Metrofoods and 1 more; 1 of its 6 listed competitors has raised funding.
Company details
A digital marketplace for foodservice and FMCG wholesalers and buyers is operated by Upstock. Solutions for simplifying ordering, payments, and logistics are offered. The platform connects suppliers and buyers such as cafes, restaurants, and grocers. A wide range of product categories including alcohol, baked goods, and produce are supported. Integration with accounting and inventory systems like Xero and Quickbooks is facilitated. Growth in sales and efficiency for suppliers is enabled through reduced errors and streamlined processes.
- Headquarters Wellington, New Zealand
- Founders Matt Watson
- SectorsRetail
- Website category Food and Drink · Beverages
- Email••••••••
- Phone•••• ••••
- Website upstock.app
- Social LinkedIn X Facebook Instagram
- Legal Name Upstock Limited
- Total Equity Funding$6.9M (USD)
in 2 rounds
- Latest Funding Round$3.4M (USD), Series B
Feb 2024
- InvestorsPossible Ventures
& 4 more
Products & Services of Upstock
Upstock offers a comprehensive portfolio of products and services, including Upstock Marketplace.
A platform for wholesale ordering and supplier discovery.
Apps and channels of Upstock
Upstock publishes 2 mobile apps with over 1K+ downloads.
Funding Insights of Upstock
Upstock has successfully raised a total of $6.9M across 2 strategic funding rounds. The most recent funding activity was a Series B round of $3.4 million completed in February 2024. This substantial capital infusion reflects strong investor confidence in the company's business model, growth potential, and market opportunities. The funding enables strategic expansion, product development, market penetration, and operational scaling to drive long-term value creation and competitive advantage.
- Total Funding $6.9M
- Total Rounds 2
- Last Round Series B — $3.4M
- First Round $3.5M
(Sep 2020)
- Investors Count 5
All 2 funding rounds of Upstock with amounts and investors; the two latest post-money valuations are shown, the rest are part of the premium plan.
| Date | Amount | Transaction Name | Valuation | Lead Investors | Investors |
|---|---|---|---|---|---|
| Feb 2024 | $3.4M | Series B | – | Possible Ventures | – |
| Sep 2020 | $3.5M | Series A | – | Icehouse Ventures |
5 investors in total: 2 institutional and 3 angel.
Investors in Upstock
Upstock has secured backing from 5 investors, including venture fund and angel investors. Prominent investors backing the company include Possible Ventures, Icehouse Ventures and Philip Fierlinger.
| Investor | Description | Founded Year | Domain | Location |
|---|---|---|---|---|
Early-stage investments across multiple sectors are conducted by this firm. | – | possible.ventures | Munich, Germany | |
PE fund focused on high growth companies of New Zealand | – | icehouseventures.co.nz | Auckland, New Zealand | |
PF Philip Fierlinger | - | – | unknown_d2f5f73275a84650a | - |
DR Duncan Ritchie | - | – | unknown_9bbb54badd6f44758 | - |
OK Owen Kerr | - | – | unknown_422badaf5d4440da9 | - |
Investor details for Upstock
The complete investor list, round-by-round participation and investor portfolios require an active premium plan.
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People of Upstock
14 people are tracked at Upstock (6 in leadership, 8 in team).
| Name | Role | Group |
|---|---|---|
Matt Watson | Founder | Leadership |
Larissa Paris | Head Of Sales | Leadership |
Shelby Banas | Head Of Marketing | Leadership |
Brett W. | Chief Technology Officer | Leadership |
Casey Fenton | CEO | Leadership |
Philip Fierlinger | Co-founder, CXO | Leadership |
Michael Fry-White | Senior Engineer | Team |
Linda H. | Product Operations Specialist / Customer Support | Team |
Kylie O'Reilly | Marketplace Lead - Business Development & Partnerships | Winner Xero's Award Emerging App | Team |
Ryan Dennehy-Beals | Business Development | Team |
Jonny Calder | Buyer Growth Specialist | Team |
Ben Pook | Customer Success Specialist | Team |
Janella Espinas-Ray | Senior Engineer | Team |
Saskia van Loggerenberg | Customer Success Specialist | Team |
Complete people profiles for Upstock
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- Full employee list
- Team structure
- Board tenure
- Professional contacts
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Timeline of Upstock
3 dated milestones of Upstock across 4 years, from founding to its latest funding, stage changes and deals.
- Founded Upstock is founded.
- Funding First funding round of $3.5M.
- Funding Latest funding round, Series B, of $3.4M.
Competitors of Upstock
Upstock has 6 listed competitors in our database, 1 of them funded. They include Ablife, WEGOTRADE, HospoConnect, Latino Foods and Metrofoods, among others.
| Company Name | Domain | Founded | HQ Location | Total funding | Employees | Description |
|---|---|---|---|---|---|---|
| aibianli.cn | 2012 | Zhengzhou, China | $60.16M | – | Delivers comprehensive retail store aggregation solutions for businesses. | |
| wego.trade | 2015 | Montreal, Canada | – | – | B2B platform for food industry sales, ordering, and payments online. | |
| hospoconnect.com | 2017 | Wellington, New Zealand | – | – | Platform for wholesale food suppliers and buyers to streamline orders and collaboration. | |
| latinofoods.co.nz | 2020 | Auckland, New Zealand | – | – | Online platform selling Latino foods, drinks, and frozen products in New Zealand. | |
| metrofoods.co.nz | 2022 | Auckland, New Zealand | – | – | Serves as an e-distributor specializing in multi-category food products. | |
| akitu.wine | 2001 | Wanaka, New Zealand | – | – | Online retailer of New Zealand wines including Pinot Noir and other vintages. |
Detailed competitors of Upstock
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- Full competitor set
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Web traffic of Upstock
The website of Upstock (upstock.app) receives about 71.2K visits a month and ranks #303,054 among all websites worldwide, #564 in Beverages.
- Monthly visits71.2K
▲ 32.9% vs previous month
- Unique visitors16.7K
per month
- Global rank#303,054
among all websites
- Category rank#564
Food and Drink · Beverages
- Bounce rate21%
- Pages per visit15.0
- Average visit4 min 04 sec
- DevicesDesktop 53% · Mobile 47%
Websites whose visitors overlap most with Upstock. Affinity shows how closely the audiences match.
| Website | Domain | Audience affinity | Monthly visits | Global rank | Profile |
|---|---|---|---|---|---|
| ordermentum.com | 100% | 155.7K | #141,625 | View details | |
| stock4shops.co.nz | 88% | – | #1,801,454 | View details | |
bidfood.co.nz | bidfood.co.nz | 86% | – | #287,058 | – |
marketlane.com.au | marketlane.com.au | 80% | – | #545,615 | – |
mycoffeeshop.com.au | mycoffeeshop.com.au | 80% | – | #620,605 | – |
| •••••••••• | ••••••.com | ••% | •.•M | #••••• | – |
| •••••••••• | ••••••.com | ••% | •.•M | #••••• | – |
| •••••••••• | ••••••.com | ••% | •.•M | #••••• | – |
All 15 similar websites and full traffic analytics for Upstock
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- 15 similar websites
- Audience overlap
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Top companies in Food & Grocery Retail
10 companies that operate in the same segment as Upstock (Food & Grocery Retail), ranked by their profile score on The Company Check.
| Company | Description | Founded | Location | Total funding | Revenue | Employees |
|---|---|---|---|---|---|---|
Food and grocery deliveries are facilitated through an app-based platform. | 2013 | San Francisco, California, United States | USD 2.5 B | USD 10.72 B | 80,579 | |
Food and grocery items are ordered via an online network. | 2014 | Bengaluru, Karnataka, India | USD 3.62 B | USD 2.46 B | 4,488 | |
Meal recipe kits are delivered through a weekly subscription service. | 2011 | Berlin, Berlin, Germany | USD 367.28 M | USD 1.51 B | 17,595 | |
Online marketplace offering multi-category grocery products | 2015 | Barcelona, Catalonia, Spain | USD 1.16 B | – | 15,437 | |
Personal and household products are delivered via an e-commerce platform. | 2011 | Bengaluru, Karnataka, India | USD 943.07 M | USD 1.17 B | 22,095 | |
Instant delivery of groceries and essentials is facilitated online. | 2013 | Gurugram, Haryana, India | USD 757.52 M | – | 11,913 | |
Multi-category products are delivered quickly through an online platform. | 2020 | Bengaluru, Karnataka, India | USD 2.35 B | USD 344.05 K | 40,578 | |
Organic groceries are offered through an online membership platform. | 2013 | Los Angeles, California, United States | USD 332.18 M | – | – | |
Online marketplace platform offering multi-category grocery products | 2012 | San Francisco, California, United States | USD 2.93 B | USD 3.74 B | 25,408 | |
Platform offering food and grocery delivery services | 2013 | London, England, United Kingdom | USD 2.95 B | USD 2.59 B | 11,488 |
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Related news about Upstock
Complete news archive for Upstock
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Frequently Asked Questions about Upstock
Upstock was founded in 2020.
Upstock is headquartered in Wellington, New Zealand.
Upstock is a funded company, having raised a total of $6.9M across 2 funding rounds to date. The company's 1st funding round was a Series A of $3.5M, raised on Sep 2020.
A digital marketplace for foodservice and FMCG wholesalers and buyers is operated by Upstock. Solutions for simplifying ordering, payments, and logistics are offered. The platform connects suppliers and buyers such as cafes, restaurants, and grocers. A wide range of product categories including alcohol, baked goods, and produce are supported. Integration with accounting and inventory systems like Xero and Quickbooks is facilitated. Growth in sales and efficiency for suppliers is enabled through reduced errors and streamlined processes.
Upstock's top competitors include Ablife, WEGOTRADE and HospoConnect.
Upstock offers Upstock Marketplace.
Upstock has 5 investors. Key investors include Possible Ventures, Icehouse Ventures, Philip Fierlinger, Duncan Ritchie, and Owen Kerr.
Upstock operates through Upstock Limited.
Yes. Upstock publishes Upstock wholesale food & drink and 1 more app, with over 1,000 downloads.