Portfolio · E-commerce · Singapore
Meridian Trade
B2B marketplace connecting SEA specialty food producers with global buyers.
31%
repeat-order rate, up from 12%
-44%
cost per qualified buyer account
4,200
verified buyers on platform
Overview
Meridian Trade runs a B2B marketplace where specialty food producers across Southeast Asia sell directly to importers, distributors, and restaurant groups worldwide.
Challenge
Both sides of the marketplace were being acquired with paid spend, and neither side was retaining. Growth looked fine on top-line GMV and terrible on contribution margin.
Strategy
Stop buying transactions, start building habits. We shifted acquisition to AI-personalised outbound for high-intent buyer segments and rebuilt retention around reorder automation and supplier reliability scoring.
Execution
The AI GTM team deployed buyer-intent scoring, automated reorder journeys, and a supplier quality system over one quarter, then tuned against cohort data for two more.
Results
- Repeat-order rate from twelve to thirty-one percent in nine months
- Cost per qualified buyer account down forty-four percent
- First contribution-margin-positive quarter in company history
Lessons
Marketplace growth spend hides retention failure. Cohort economics, not GMV, told the real story, and fixing reorder behaviour beat every acquisition experiment we ran.