wholesale ordering
wholesale ordering
For Restaurants
For Suppliers
Get A Demo

Fresho alternatives for Australian wholesale food suppliers (2026)

For suppliersLast verified 2 September 2026Australia

The short answer

The four alternatives to Fresho we can verify serve Australian wholesale food suppliers today are Open Pantry, Ordermentum, EasyVend and Upstock. Most suppliers who look past Fresho are looking for one of three things: a lower entry price than $499 a month plus a set-up fee, an ordering app under their own brand, or a venue network. Open Pantry answers the first two, Ordermentum the third, EasyVend suits daily standing-order runs, and Upstock is the cheapest place to start. Be honest about the trade first: Fresho’s OrderPilot reads voicemail and most of this list does not.

Why suppliers look for an alternative to Fresho

This is not a hit piece. Fresho does a lot well, and some of what circulates about it in the industry does not survive contact with its own documentation. Understanding where it fits, and where it does not, is what tells you what to look for instead.

The entry price

Fresho publishes that tailored pricing starts from $499 monthly, with a one-off set-up fee and a monthly subscription based on average order volume and the modules chosen. Its own worked examples land at AUD $1,742 a month for a supplier doing 1,000 orders a week with AI order entry on 20% of orders plus eCommerce, and AUD $1,072 a month for 400 orders a week on Operations with eCommerce. That is a serious commitment for a supplier turning over a few hundred orders a week, and it is the most common reason to look elsewhere.

Whose brand the customer sees

Fresho describes a branded customer ordering portal with live pricing. What is not described publicly is a white-label mobile app with your own app-store listing and your own domain. If you want your customers to open an app with your name on it rather than a portal skinned in your colours, that difference is worth asking about directly before you decide.

Modules you are not using

Fresho is sold as solutions that can be mixed, but Operations always includes online ordering, and the monthly figure reflects the modules chosen. If you only want the AI capture, or only the picking, price the narrow version specifically rather than assuming a smaller footprint costs proportionally less.

What you would be giving up

This cuts the other way and we would rather say it plainly: OrderPilot lists voicemails alongside emails, texts, WhatsApp messages and PDFs, which is the widest published channel coverage of anything on this list. Open Pantry reads email, SMS and WhatsApp but does not transcribe voicemail. If a large share of your orders are left as a message overnight, that is a real reason to stay with Fresho.

What to look for in an alternative

The capability that decides it for one supplier is irrelevant to the next. These are the ones worth being deliberate about before you take a single demo.

The channels your orders actually arrive on

Count a real week before you shortlist anything. Voicemail, WhatsApp, texts, emailed PDFs, spreadsheets — the mix decides which platforms are even candidates, and it is the single fact that most changes the answer.

Whether it runs the whole day or only the order

Fresho covers ordering, inventory, pricing, delivery, invoicing and digital picking. If you replace it with a capture-only tool you will need something else for the warehouse and the run — so compare like for like, and count the systems, not just the price.

Fresh-food specifics

Catch-weight, pack and unit conversions, lots and expiry with FEFO picking, cut-offs by delivery day. Ask every vendor to demonstrate these with one of your own awkward products rather than a clean example from their demo data.

The cost shape, not just the number

Some platforms charge by customer count, some by order volume, some per invoice, some a flat plan. Model each against where your business will be in two years, not where it is today — the shapes diverge fast.

Where support actually sits

Fresho has offices in South Melbourne and Auckland. If you shortlist a platform with no published presence in this region, ask about support hours before anything else — a 5am delivery operation cannot wait for a timezone.

The shortlist

4 platforms we verified on 2 September 2026, each footnoted to its own site. They are numbered for reading order, not ranked — ours is first because we publish the page, and it is labelled as ours so you can weigh it accordingly. Where one of them does not publish an Australian presence, the entry says so rather than leaving you to find out.

1. Open Pantry

Our product[5][6]

Best for: A supplier who already has the customers and wants the ordering under their own brand, with picking, delivery, invoicing and AI order capture in the same system.

A branded ordering and operations platform for wholesale food suppliers, covering the whole job rather than one slice of it. Customers order through an app and store in your name — on Enterprise, your own listing on the App Store and Google Play. Orders carry into customer price lists, digital pick and pack with short picks and substitutions, lot and expiry FEFO picking, delivery runs with live ETAs, credits and returns, automatic invoicing, inventory, purchasing and three-way vendor invoice matching, and two-way sync with Xero, MYOB and QuickBooks Online. On Enterprise, email, SMS and WhatsApp orders are read into draft orders priced at that customer’s own list and shown line by line beside the original message for a person to approve.

Strengths

  • One system from order to invoice: ordering, price lists, picking, FEFO, delivery runs, credits, invoicing, inventory, purchasing and margin analytics, so nothing is re-keyed between an ordering tool and a warehouse tool.
  • A white-label ordering app on your own App Store and Google Play listing and your own domain on Enterprise — the customer relationship stays yours, with no competitor products beside your catalogue.
  • AI capture that drafts rather than decides: the captured order is shown line by line against the message it came from, and unmatched lines and unknown customers are flagged instead of guessed.
  • Catch-weight, pack conversions, lots and expiry with FEFO picking, built for fresh food rather than bolted on.
  • Prices published: Free at $0, Pro from $149 a month, Enterprise custom. No percentage of order value.

Watch-outs

  • It is not a marketplace and will not bring you new customers. If discovery is what you are buying, this is the wrong shape.
  • Voicemail is not transcribed automatically — a person still enters those.
  • Australia and New Zealand only.
  • We publish this page, so read our own row with that in mind and check the claims against the linked pricing page.

Pricing: Free $0; Pro from $149 a month; Enterprise custom. AI order capture sits in Enterprise, priced on order volume.

Open Pantry on its own site →Read the full head-to-head comparison →

2. Ordermentum

[7][8][9]

Best for: A supplier who wants buyer discovery as much as software — the venue network is the product nothing else here can match.

Australia’s largest wholesale ordering and payments network for suppliers and venues, with 50,000 venues, more than 1,000 suppliers and over $7 billion transacted by its own published figures. Venues order free through one app across all their suppliers; suppliers pay a tiered plan. Its FAQ states it has pick and pack and delivery functionality and can be used as an end-to-end order, warehouse and distribution solution.

Strengths

  • The network. Your customers may already be on it and already know how to use it, which removes the hardest part of any ordering rollout.
  • Payments are built in — automatic processing on customer terms, retries, credit limits and stops, same-day settlement.
  • Broad integrations including Xero, MYOB, QuickBooks Online, NetSuite, Acumatica, Dynamics 365 Business Central, Cin7, Unleashed and EDI to Coles, Woolworths and Ampol.
  • Omni AI reads PDF purchase orders, CSVs, email bodies and SMS into draft orders you preview, edit and approve, with SKU mapping that handles legacy codes.

Watch-outs

  • The bill scales with your customer count, revenue and order volume, and the FAQ describes a per-invoice charge — a shape that reads differently once most accounts are ones you won yourself.
  • Insights, Growth Engine and Omni AI are add-ons that incur an extra fee on top of the plan, and those fees are not published.
  • The ordering experience is Ordermentum’s, not yours. If you want your own brand in front of the customer, that is the trade.
  • Omni AI does not read WhatsApp, and voice orders are described as coming soon.

Pricing: Published supplier plans, stated as approximate with a $200 monthly minimum: about $200 a month plus a $399 set-up fee for 15–150 customers; about $1,050 a month plus $2,000 for 151–700; custom above 701. Venues are free, with an optional $49 a month Pro tier.

Ordermentum on its own site →Read the full head-to-head comparison →

3. EasyVend

[10]

Best for: An Australian food or beverage distributor running standing orders and daily runs — dairy, bread, drinks, water, ice, eggs — who wants order-to-invoice-to-delivery without an AI layer.

An Australian B2B order management system for food and beverage suppliers and distributors, built by Jeal Tech Pty Ltd and described as based in Australia. Orders arrive through a customer self-service portal, manual entry, CSV import, EDI, recurring standing orders, or from drivers in the field through its MiniVend app; invoicing, payments, inventory and delivery scheduling sit in the same system, with Xero and MYOB integrations.

Strengths

  • MiniVend gives drivers delivery schedules, quantity recording and signature capture on any device, syncing back in real time with no install.
  • Auto-generated recurring orders and standing orders are first-class, which matters for daily-run categories.
  • EDI is supported for specific large accounts, alongside the portal and CSV imports.
  • Modular — you use the parts you need, and it is built and supported in Australia.

Watch-outs

  • No pricing is published; it is a demo-and-quote model.
  • No AI order capture is described. If the problem you are solving is a mailbox full of unstructured orders, this is not that product.
  • It is a distribution system rather than a branded customer-facing brand experience; a white-label app in your own name is not described.

Pricing: Not published — pricing is available on request.

EasyVend on its own site →

4. Upstock

[11]

Best for: A smaller AU or NZ foodservice and FMCG wholesaler who wants a free way to take orders now, and a low monthly step up to automation later.

A wholesale ordering, payments and logistics platform for foodservice and FMCG suppliers and their buyers, describing itself as made by the creators of Xero. A free forever plan lists your catalogue in its directory and takes orders by email; the paid plan adds AI-powered purchase order automation, automated invoicing, card payments, custom price lists and catalogues, pick lists and packing slips, freight and delivery management, minimum order values, standing orders and an app for reps and drivers.

Strengths

  • The only platform here with a genuinely free entry point and no set-up fee — you can be taking orders before you have decided anything.
  • The cheapest published step into automation: paid plans from $99 a month plus GST, scaling with order volume.
  • Integrates invoicing and inventory with Xero, MYOB, QuickBooks, Unleashed and Cin7, and supports supplying Woolworths and Foodstuffs.
  • Custom price lists, pick lists, freight and a rep-and-driver app are all in the paid plan rather than sold separately.

Watch-outs

  • It has a directory and a buyer side, so like Ordermentum part of the relationship sits with the platform.
  • The paid price is a starting point — “pricing scales with your monthly order volume, book a demo for a quote”.
  • No white-label app under your own name is described, and catch-weight, lots and expiry are not stated publicly.

Pricing: Free forever listing with orders by email and no set-up fee; automation from $99 a month plus GST, scaling with monthly order volume.

Upstock on its own site →

What we left off, and why

An alternatives list is only as good as the things it refuses to include. These came up and did not make it.

  • Choco[12]

    The closest product to OrderPilot on channel coverage, and it also does live voice ordering. But its own region selector lists Germany, Spain, France, the USA and the UK only, with no Australian or New Zealand region, so we have not put it on an Australian shortlist.

  • Foodbomb[13]

    No longer independent — foodbomb.com.au returns an HTTP 301 redirect to ordermentum.com. It appears on older alternatives lists and should not.

  • Cin7, Unleashed and similar[4]

    Inventory and ERP systems rather than wholesale ordering platforms. Fresho lists both as integrations, which is the right way to think about them.

What switching actually involves

We will not promise a timeline. It depends on the size of your catalogue and how fast your customers move across, and the second of those is not something any vendor controls.

  1. Take the channel count first. If voicemail is a meaningful share of your inbound, decide who is going to handle those before you decide anything else.
  2. Export the catalogue, the customer list and every price list, and reconcile them against your accounting system before importing anywhere.
  3. Check which Fresho modules you are actually using. Replacing "Fresho" might mean replacing ordering, picking, delivery and invoicing — or only one of them.
  4. Run both platforms for a fortnight on the same orders with a handful of customers, and compare the mornings rather than the feature lists.
  5. Move customers in waves and keep the old channel open behind each wave.

For a row-by-row comparison of Open Pantry and Fresho specifically, with the same sourcing rules, read the full head-to-head comparison.

Fresho alternatives — common questions

What is the best alternative to Fresho for an Australian wholesaler?

Open Pantry is the closest like-for-like: a full operations platform with AI order capture, published prices starting free and from $149 a month, and a white-label ordering app under your own name on the Enterprise plan. We make it, so weigh that. Ordermentum is the answer if you want a venue network as well as software. EasyVend suits daily standing-order runs. Upstock is the cheapest way to start. If voicemail orders are a big part of your inbound, staying with Fresho may genuinely be the right call.

How much does Fresho cost?

Fresho publishes that tailored pricing starts from $499 monthly, with a one-off set-up fee and a monthly subscription based on average order volume and the modules chosen. Its own worked examples are AUD $1,742 a month for 1,000 orders a week with AI order entry on 20% of orders plus eCommerce, and AUD $1,072 a month for 400 orders a week on Fresho Operations with eCommerce. Verified 2 September 2026.

Is there a cheaper alternative to Fresho?

Yes, several, though they are not identical products. Upstock publishes a free forever listing with no set-up fee and automation from $99 a month plus GST. Open Pantry publishes a Free plan at $0 and Pro from $149 a month, with AI order capture in the Enterprise plan. Ordermentum publishes supplier plans from about $200 a month plus a $399 set-up fee, with AI as a paid add-on. EasyVend does not publish pricing.

Which alternatives to Fresho also read messy orders with AI?

Open Pantry reads email, SMS and WhatsApp orders into draft orders priced at the customer’s own list, with a person reviewing each one, on the Enterprise plan. Ordermentum’s Omni AI reads PDF purchase orders, CSV files, email bodies and SMS into drafts you preview and approve, as a paid add-on; it does not read WhatsApp and says voice orders are coming soon. Upstock lists AI-powered purchase order automation in its paid plan. EasyVend does not describe AI order capture.

Does any alternative give my customers an app with my own branding?

Open Pantry does on its Enterprise plan — a white-label ordering app and custom domain under your own name and app-store listing. Fresho describes a branded customer ordering portal; whether that extends to a white-label app is not stated publicly, so ask them. Ordermentum’s app is Ordermentum-branded by design, since the venue uses one app across all its suppliers. Upstock and EasyVend do not describe a white-label app.

How often is this page checked, and what if something is wrong?

Every claim comes from the vendor’s own published pages, opened on the verification date at the top of this page, and the page is re-checked quarterly. Where something is not described publicly we say so rather than treating silence as absence. If a claim here is wrong or out of date — including if you work for one of these companies — tell us and we will correct it.

Sources

Every claim about another company on this page comes from one of these pages, read on 2 September 2026. If something is out of date, tell us and we will fix it.

  1. Fresho — Pricing and solutions (starting price, worked examples, offices) — https://www.fresho.com/au/pricing (accessed 2 September 2026)
  2. Fresho — OrderPilot (inbound channels and workflow) — https://www.fresho.com/au/orderpilot (accessed 2 September 2026)
  3. Fresho — Fresho Operations modules — https://www.fresho.com/au/ (accessed 2 September 2026)
  4. Fresho — Integrations — https://www.fresho.com/au/integrations (accessed 2 September 2026)
  5. Open Pantry — Wholesale supplier pricing and plans — https://www.theopenpantry.com/suppliers/pricing (accessed 2 September 2026)
  6. Open Pantry — AI order entry for food wholesalers — https://www.theopenpantry.com/supplier/ai-order-entry-food-wholesalers (accessed 2 September 2026)
  7. Ordermentum — Pricing (supplier plans, set-up fees, add-on fees, venue plans) — https://www.ordermentum.com/pricing (accessed 2 September 2026)
  8. Ordermentum — Omni AI (order types, SKU mapping, review and approve, voice roadmap) — https://www.ordermentum.com/supplier/features/order-management/omni (accessed 2 September 2026)
  9. Ordermentum — home (network scale: 50,000 venues, 1,000+ suppliers, $7bn transacted) — https://www.ordermentum.com/ (accessed 2 September 2026)
  10. EasyVend — B2B order management for suppliers and distributors (order channels, MiniVend driver app, Xero and MYOB, based in Australia) — https://www.easyvend.com.au/ (accessed 2 September 2026)
  11. Upstock — Pricing (free listing, from $99 a month plus GST, feature list) — https://www.upstock.app/pricing (accessed 2 September 2026)
  12. Choco — OrderAgent (region selector lists Germany, Spain, France, USA and UK only) — https://choco.com/us/orderagent (accessed 2 September 2026)
  13. foodbomb.com.au — now returns an HTTP 301 redirect to ordermentum.com — https://www.foodbomb.com.au/ (accessed 2 September 2026)

See Open Pantry running on your own catalogue

We will load your products and your customers and walk one real delivery day through it end to end — ordering, picking, the run, the invoice. Same week, same orders, against whatever you use today. And if another platform on this page fits you better, we will say so.

Start Free TrialGet a DemoSee all comparisons