In an effort intended to streamline comic book distribution, Austin-based startup PanelFly has launched what it describes as the first online wholesale marketplace connecting retailers directly with comics publishers. The intention, said Amir Bahari, PanelFly founder and CEO, is to introduce "a smarter, more flexible way for retailers to source inventory" and ensure "better margins, faster fulfillment, and a more diverse selection of comics."
Unlike traditional distributors, Bahari said, PanelFly functions strictly as a digital interface and ordering system, connecting publishers with retailers via its website. Publishers handle their own shipping through third-party logistics providers or in-house fulfillment, depending on order volume. Neither publishers nor retailers pay monthly fees, although the former are charged 5% transaction fee on sales, including payment processing.
"We're disrupting distribution by having transparency—letting the publisher own their sales and shipping process to alleviate quality issues, all while growing their business," Bahari said. The hope, he added, is that PanelFly will facilitate more direct connections between retailers and publishers outside of the traditional distribution channel. "We are about to start working with a comic shop who orders from 50 local brands and publishers that aren't in distribution," Bahari explained. "A retailer can order from anywhere from one to five distributors, which is already hard enough for them—they don't want to work with another 100 publishers directly."
The PanelFly marketplace caters to various segments of the comics, graphic novel, and retail industries, including corporate and independent publishers, self-publishers, local and online retailers, and big box stores. Publishers can upload entire catalogs with preview pages and metadata, set custom discount tiers based on volume, and receive detailed sales analytics. Early clients offering work on the site include 10 Ton Press, Pakkins Presents, and Wise Acre Comics. For retailers, the platform offers unified ordering from multiple publishers, automated inventory management tools, early access to upcoming releases, and consolidated ordering from brands and publishers without traditional distribution channels.
PanelFly operates via a three-step ordering process. First, retailers browse the site, ordering directly from publishers. Next, publishers respond to orders by managing their inventory themselves, in real-time. Finally, PanelFly facilitates worldwide order fulfillment via automated processing and shipping options.
Bahari is a newcomer to the comics space; his background includes launching Elite Sweets, a company known for its protein donut, and a brief stint in venture capital. Currently, he is self-funding the business, although he plans to seek venture funding once the platform reaches a specific threshold of gross merchandise value.
The company’s efforts come amid increasing drama characterizing the beleagured comics distribution landscape in the U.S. Still, despite the industry’s challenges, Bahari is optimistic, and plans plans to offer new features—including messaging, reviews, and rating systems—quite soon. “But those features are small compared to what we have planned,” he said.
This article has been updated for clarity.
