About Ordana

We built Ordana because we've lived the complexity of running commerce and distribution businesses — and we saw a gap no one had closed.

Why We Exist

The order desk was the last workflow software left behind.

An order desk rep doesn't just receive orders — they read them, validate them, chase exceptions, negotiate substitutions, confirm back with the retailer, and key everything into the ERP. That's a full job. And it happens hundreds of times a day, across email, fax, phone, and SMS.

Most solutions tried to solve this by changing how retailers order — new portals, digital interfaces, forced workflows. It doesn't work. Retailers order the way they order. The burden stays with the distributor.

We built Ordana to take a different approach: AI agents that own the order desk function end to end. They handle every channel, resolve every exception, close every order — without a rep in the loop. Retailers don't change a thing. Distributors get their order desk back.

We didn't want to build another tool that routes orders. We wanted to build something that does the work — the full work — of an order desk rep, at any volume, across every channel.

Shilp Agarwal

CEO, Ordana

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Owns the full order lifecycle

From the moment an order arrives to the moment it's confirmed and in the ERP — Ordana's agents handle every step, including exceptions.

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Compounds in value over time

Every order makes Ordana smarter. The agents learn each retailer's patterns, preferences, and history — improving accuracy with every interaction.

The Team

The minds behind Ordana

Shilp Agarwal

Rahul Agarwal

Tracy Lopez

Harish Jain

Andrew DePascale

Our Values

Core values guiding everything we build

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Relentless Innovation

We embrace bold ideas, continuously pushing the limits of what's possible in B2B commerce. Innovation isn't just a mindset — it's our operating system.

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Purposeful Collaboration

We believe the best results happen when we work closely with our customers and teammates. Together, we build better solutions and stronger relationships.

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Operational Excellence

From onboarding to AI performance, we strive to deliver a seamless, dependable experience that drives real outcomes for wholesalers and retailers.

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Customer Obsession

We are laser-focused on helping our customers win — whether it's saving time, increasing revenue, or making their buyers happier and more loyal.

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Integrity & Clarity

We lead with transparency, communicate openly, and deliver what we promise. Trust is the backbone of every partner relationship we build.

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Ready to join us?

We're building the automation layer for wholesale distribution. If that mission excites you, we'd love to talk.