Why Greencode Invested in Cronvall

We’re thrilled to announce our investment in Cronvall, a digital B2B procurement platform that is transforming how industrial buyers and suppliers connect and transact. Leading their  EUR 3.9m investment round, Greencode Ventures is excited to back Cronvall’s mission to modernize the industrial procurement market through transparency, automation, and AI-driven intelligence.

“Cronvall's seamless and intelligent marketplace empowers buyers and suppliers alike, and their innovative team combined with their commitment to digital and green procurement practices convinced us to invest. We believe Cronvall will transform industrial procurement through their unique blend of transparency, automation, and AI-driven intelligence and create a procurement backbone for Europe’s resilient and sustainable industrial economy.” says Ines Bergmann-Nolting, Managing Partner at Greencode Ventures.

About Cronvall

Cronvall is a B2B procurement marketplace purpose-built for the industrial sectors including manufacturing and construction. It connects buyers with industrial suppliers through a modern platform offering real-time availability, transparent pricing, integrated logistics, and credit terms - all in a few clicks. Buyers can access thousands of suppliers, compare options instantly, and order without pre-registration, while suppliers gain a powerful new sales channel without the need to build their own digital storefront. The result: frictionless, reliable procurement for a traditionally complex and fragmented sector.

Today Cronvall is active in Finland and Germany. Nearly all orders are fully self-service and digital, with a strong take rate and high contribution margins.

The opportunity

Europe’s industrial supply chain is undergoing a digital shift. Despite procurement being a core business function, many corporates and most SMEs still rely on phone calls, PDFs, and opaque quote processes. An estimated €90 billion in on-demand industrial purchasing remains largely manual and offline. The majority of  industrial buyers start their search online, yet 44% of deliveries contain errors.

Cronvall is attacking this problem with a platform designed for simplicity, speed, and reliability. With open pricing, embedded freight, and supplier onboarding tools, Cronvall is creating a new category of industrial procurement - one that mirrors the convenience of B2C e-commerce while meeting the needs of B2B buyers.

The team

Cronvall is led by Walter Masalin (CEO), a former Partner at NGP Capital with deep expertise in scaling global marketplaces and backing companies like GetYourGuide and Deliveroo. He is joined by Henri Lencioni, Toomas Lehtonen and in Germany supported by Mark Michl, a seasoned operator in scaling tech platforms across Europe. The broader team brings experience from Nokia, Quandoo, RELEX, and Metos, and blends strong industrial roots with modern tech execution. Their lean, execution-oriented team of about 20 is focused on product, engineering, and commercial growth - positioning Cronvall to win in this capital-efficient, execution-driven market.

The impact

Procurement of industrial and construction materials has a significant negative environmental footprint, which stems from extraction and processing of raw materials, transportation, energy-intensive manufacturing processes, emissions from global supply chains and waste generation. Procurement decisions often lead to unsustainable packaging, short product life cycles, and excess inventory - all increasing environmental impact.

While Cronvall contributes to efficiency improvements and waste reduction in the industrial and construction supply chain, their platform optimizes existing systems.

Cronvall can help to establish more green procurement practices by buyers choosing environmentally friendly products in new sales, sourcing from close-by suppliers and most importantly reducing incorrect delivery. The latter one is a large industry problem and wasting resources in manifold ways.

In conclusion

Cronvall is building the procurement backbone for Europe’s resilient and sustainable industrial economy. As digitalization accelerates, Cronvall offers a much-needed interface between thousands of industrial buyers and a long tail of suppliers. With strong early traction, a world-class team, and a clear roadmap toward AI-powered automation, Cronvall can redefine how the sector sources materials - and we’re proud to support them on that journey.

We are here to invest in and support startups making a difference. Get in touch: hello@greencode.vc