Amsterdam-based Delfio secures €1.5M to take hassle out of wholesale electronics buying

Amsterdam-based startup Delfio has secured €1.5M in pre-seed funding from tech investor Peak to automate the international wholesale procurement market for consumer electronics.

Founded by Roy Erdmann and Keihan Popal in 2025, the data-driven platform targets the €837.4B global procurement market through aggregated purchase orders and supplier bidding systems.

The funding will support Delfio’s expansion across its operational hubs in the US, Dubai, Hong Kong, and Amsterdam, enabling the platform to scale its infrastructure for global procurement operations. The company plans to strengthen its network of 35,000 suppliers, serving major brands such as Apple, Samsung, and JBL.

Peak led the investment round, recognising Delfio’s potential to transform B2B procurement through automation and data-driven decision-making. The platform launched this week but builds on years of market experience from the founding team of seasoned traders and technology experts.

Bridging the €837.4B gray market procurement gap

Delfio addresses inefficiencies in the consumer electronics distribution market, where retailers are often bound to prices set by manufacturer-designated importers or must independently navigate the gray market for better deals.

The gray market, whilst offering sharper pricing through currency fluctuations and surplus inventory, presents challenges including varying delivery terms, diverse warranty processes, and complex supplier approval requirements.

The platform consolidates purchase orders to negotiate better pricing whilst managing the entire procurement process through to delivery, including quality checks for quantity, serial numbers, and product quality at its global hubs.

From trading expertise to automated procurement platform

The founding team brings extensive market experience to address fundamental problems in the hundreds-of-billions procurement sector. Peak partner David Zwagemaker recognised the company’s unique positioning through its blend of automation, data-driven processes, and reliability focus.

“The global distribution of consumer electronics remains fragmented, inefficient, and largely opaque. With Delfio, we’re creating an automated platform that utilises data to enable buyers to directly source from distributors and the open market. We take care of the process – and therefore most of the risk,” says Roy Erdmann, co-founder and CEO at Delfio.

“Delfio addresses a fundamental problem in a market worth hundreds of billions. Their blend of automation, data-driven decision-making, and a strong focus on reliability uniquely positions them to transform this market. We see enormous growth potential in their approach and are excited to support Roy, Keihan, and the team in setting a new global standard for B2B procurement,” says David Zwagemaker, partner at Peak.

Multi-continental infrastructure with 48-hour payment guarantee

Delfio operates through strategic hubs across four continents, managing procurement processes from order aggregation to final delivery.

The platform provides financial backing to meet retailers’ purchasing requirements whilst guaranteeing supplier payments within 48 hours. This infrastructure enables the company to create joint purchasing power for professional buyers across Europe, streamlining sourcing, quality control, logistics, and payment processes through a single partner relationship.

The company focuses on transparency, efficiency, and scalability to empower both buyers and suppliers to operate more profitably in the consumer electronics distribution market.