Getting started
What is Feed API?
Feed API is a business-to-business wholesale marketplace for the UK. Suppliers list their products once, and resellers source those products to sell on — with live stock, their own margins, payment held securely until delivery, and every core action available over a REST API.
Who is it for?
Two sides. Suppliers who want to reach UK resellers without building an integration, and resellers who want to source wholesale and sell it on through their own shop, marketplace listings, or storefront. You can register as either.
How long does it take to start trading?
Suppliers can be live the day they register. Registration takes two fields; the business details come after you verify your email. There is no integration project and no connector to build — you publish a catalogue of products, pricing, shipping zones and stock, and it is browsable.
Do I need a supplier to approve me before I can order?
No. Every active supplier on the platform is open to order from — there is no connection request to send and nothing to wait for. A supplier can block an individual reseller, which is the only refusal that exists.
Is Feed API UK only?
It is built specifically for British suppliers and resellers rather than being a global platform bolted onto the local market. Resellers source wholesale here and sell it wherever they trade.
Fees and payment
What does it cost?
There are no listing fees and no monthly fee. The platform takes 6% of the order value plus 25p, per order, and only on orders that complete. It comes out of the supplier's payout, so a reseller pays the price they saw.
When does a supplier get paid?
21 days after the order is delivered. The platform releases it automatically — nobody has to ask — less the platform fee and any refunds already agreed. The 21 days exist so the return window has closed before the money moves.
What does 'held in escrow' mean?
Payment runs through Stripe and is held by the platform from the moment the reseller pays until the order has been delivered and the return window has closed. Neither side can touch it in between. Nobody is paid before delivery, and nobody is left out of pocket if something goes wrong.
What happens to the money if there is a dispute?
An order under an open payment dispute is held rather than released, and stays held until the dispute is decided. It is the one case where the 21-day clock stops.
Orders and deadlines
How long does a reseller have to pay for an order?
24 hours. After that the order expires on its own and the stock is returned to the supplier. Nothing has to be chased — a scheduled job applies it.
How long does a supplier have to confirm an order?
48 hours from payment. If the deadline passes the order is cancelled automatically and the reseller is refunded. The funds never left the platform, so nothing is clawed back from the supplier.
How quickly are orders dispatched?
Confirming an order is a commitment to fulfil it, and suppliers are expected to dispatch within 2 business days of confirming and to enter tracking against the order in the same action. Unlike the payment and confirmation deadlines, this is a condition of listing rather than a timer the software enforces — and we say so plainly rather than dressing it up as a guarantee.
How long is the return window?
14 days from delivery. After that, return requests close and both the dashboard and the API refuse a later one.
Whose branding goes in the parcel?
Nobody's but the reseller's. Orders are placed by resellers but delivered to their customers, who have no relationship with the supplier and did not choose them. No supplier branding, marketing inserts or business cards, and no invoices, receipts or delivery notes showing what the reseller paid.
The API
What can the API do?
Everything the dashboard does that matters to an integration: browse and read your catalogue, place and manage orders with any supplier, read the stock ledger, list suppliers and categories, and manage webhook subscriptions. 23 endpoints across seven resources, documented at docs.feedapi.co.uk.
How do I authenticate?
Generate an API key in your reseller dashboard and send it as the x-api-key header on every request. A key can be limited to a subset of eight scopes, and given an expiry date. Requests are limited to 60 per minute.
Can I get events instead of polling?
Yes. Register an HTTPS endpoint and subscribe to any of 19 events covering orders, returns, products, stock and your account. Every delivery is signed with HMAC-SHA256 so you can verify it came from us, and failed deliveries are retried.
About us
Who runs Feed API?
Feed API is built and operated by Cognivise Limited, a company registered in England and Wales. We are a small, early-stage team rather than a large company, and we would rather be open about where we are than overstate it.
Is this page the agreement?
No. The Terms of Service and Privacy Policy remain the binding agreement. This page and the Service Standards exist so the same deadlines can be found without reading fourteen sections — where they describe the same deadline, they describe the same deadline.
Still stuck? The Service Standards set out every deadline in full, and the Terms of Service remain the binding agreement. Developers integrating over the API should start at docs.feedapi.co.uk.