Metcash and Parfetts adopt agentic AI to optimize wholesale operations

Wholesalers Metcash in Australia and Parfetts in the United Kingdom are implementing agentic artificial intelligence to optimize their B2B operations and supply chain management.

Metcash is scaling AI across its B2B e-commerce platform through a partnership with Coveo. The technology utilizes relevancy models and agentic AI to improve search and personalization for independent businesses in the hardware, liquor, and supermarket sectors. The implementation in Metcash’s food service and convenience division has reportedly increased conversion rates from approximately 13 percent to nearly 20 percent.

Parfetts has entered a multi-year deal with Cerve to introduce agentic AI across its supplier data. The platform aims to consolidate fragmented information from emails, files, and existing systems into a single view of supplier pricing, promotions, and product performance. This initiative is part of Parfetts’ strategy to reach £1 billion in turnover by improving commercial insights and operational efficiency.