GO WHOLESALE – The food wholesale center always fresh-forward for food professionals, operated by Central Food Wholesale Co., Ltd. under Central Retail – is advancing its digital strategy with the launch of “Web Ordering,” a channel for ordering products through the GO WHOLESALE website (https://gowholesale.store/), under the concept “Order from Any Device”. The platform integrates AI to strengthen back-office operations and help business operators prepare product lists, review and approve purchases, and place orders in a continuous workflow, seamlessly connecting offline to online channels.

Mr. Ricardo Boarotto, Chief Executive Officer - Central Food Wholesale, said: “We have officially entered the era of the Commerce OS—a brand’s unified commerce operating system that brings all channels into a single, integrated platform, moving away from fragmented marketplaces, offline stores, and online channels of the past. To lead this shift, GO WHOLESALE developed our official web platform https://gowholesale.store/ to streamline product procurement, shape seamless customer journeys, and drive purchase demand. This delivers a comprehensive, end-to-end experience for business operators across every stage of their workflow.”

“GO WHOLESALE is committed to elevating customer experience by using data-driven insights, AI, and personalization to craft a fully connected customer journey. The launch of the GO WHOLESALE website https://gowholesale.store/ serves as a vital bridge seamlessly connecting every touchpoint into a practical ‘Digital Ordering Ecosystem’—one that significantly boosts backend operational efficiency for every business.”

An analysis of GO WHOLESALE customers’ behavior found that restaurant and service businesses today do not rely solely on smartphones to order products. PCs, POS terminals, and other devices continue to play a role, offering convenience in checking stock, checking sales figures, preparing order lists, and approving expenses according to the way each business prefers to work.

“For this reason, Web Ordering has been designed and developed with features that meet the actual working needs of operators across all business sectors, from restaurants and HORECA businesses that prioritize the freshness and value for money of ingredients to service businesses and small retailers. The ordering website focuses on helping purchasing teams prepare product lists and add items to a cart on a computer, while business owners can review the lists, control budgets, and approve orders on their smartphones from anywhere. All of this takes place within the same order, enabling a more flexible division of responsibilities between ‘those preparing the order’ and ‘those making the decision.’”

In addition to the convenience of ordering across devices, the GO WHOLESALE website offers new experiences through a system designed specifically for businesses, including:

• AI-Powered Personalization: Uses AI to analyze purchasing behavior (customer journey) across all channels, both online and in-store, to offer products, promotions, and coupons tailored specifically to the needs of each business segment.
• Smarter Reordering: A feature designed to reduce the steps involved in ordering products that business operators regularly need to repurchase, whether meat, seafood, fresh food, seasonings, packaging, or other items, making restocking faster and more convenient.
• Ecosystem of Benefits (Five Layers of Value): Seamlessly connects benefits, comprising Benefit 1: specially priced products and high-quality own-brand products (A-Choice, SuperSave, ProSave); Benefit 2: additional discount coupons (Coupon On Top); Benefit 3: accumulation of monthly purchase totals through GO BONUS; Benefit 4: points accumulation through The 1’s extensive ecosystem; and Benefit 5: privileges and cashback from leading partner credit cards.

Mr. Ricardo added: “Over the past few years, restaurant operators, HORECA businesses, and traditional grocery store operators have begun transitioning from running small businesses using traditional methods to data- and technology-driven operations, building stronger back-office systems. The launch of the GO WHOLESALE website for Web Ordering marks another important step for us in applying Data, Technology, and AI to develop practical solutions. Our key goals are to save time, reduce steps, control costs, and make the most efficient use of available resources, allowing business operators to redirect their time and resources toward what matters more: developing their businesses and driving long-term growth.”

This is consistent with trends in restaurant and HORECA operations identified in analyses by various organizations, which show that modern business operators are adapting more rapidly, turning to technology for support and using it as a key tool to help their businesses work faster, reduce errors, and control costs. At the same time, current e-commerce trends focus on creating customer experiences as a key means of driving sales, using AI to reduce friction in the purchasing process. Previously, customers had to read through large amounts of information, make comparisons themselves, or risk choosing the wrong products. AI can help filter and summarize information and recommend options that are better suited to each individual and business. If platforms help customers make better decisions, their opportunities to generate sales and build platform loyalty increase accordingly.

GO WHOLESALE expects the development of its ‘Web Ordering’ website to serve as a key driver of rapid growth, more than doubling the number of online users by the end of 2027.

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