About Thunderous
Thunderous exists because we believe the biggest shift in B2B commerce in decades is underway, and most businesses don't know it's happening.
AI procurement agents are increasingly discovering, evaluating, and selecting suppliers on behalf of business buyers. The protocols, platforms, and tools that make this possible are being built right now. Within a few years, a significant share of B2B purchasing will be intermediated by AI agents rather than human buyers or distributor relationships.
This is a structural change. It creates an enormous opportunity for manufacturers and importers who position themselves correctly, and a serious risk for those who don't.
Thunderous helps businesses on the supply side of this shift (manufacturers, importers, and B2B suppliers) build the infrastructure to participate in agentic commerce. We make them discoverable, evaluable, and transactable by AI procurement agents.
We're not a general AI consultancy. Agentic commerce readiness is all we do.
Founded by Andrew McPherson
Andrew McPherson is one of the earliest practitioners focused specifically on agentic commerce for B2B businesses. He publishes "This Week in Agentic Commerce," a weekly newsletter tracking how AI-driven procurement is reshaping B2B, and writes and speaks regularly on the topic.
Before founding Thunderous, Andrew spent over two decades in technology leadership, digital strategy, and business transformation across New Zealand, Australia, and internationally. He combines deep technical understanding with practical business pragmatism, focused on what works, not what's trendy.
Andrew also founded CiteCompass, an AI visibility platform that helps B2B businesses track and improve how they appear in AI-generated recommendations. Together, CiteCompass (AI visibility) and Thunderous (agentic commerce infrastructure) cover the full stack of how businesses need to prepare for AI-driven commerce.
Based in Auckland, New Zealand.
What we believe
Agentic commerce will disintermediate most B2B distribution.
AI procurement agents are replacing the discovery, evaluation, and ordering functions that wholesalers and distributors have traditionally provided. The margin charged by middlemen will compress dramatically.
Manufacturers who prepare now will win disproportionately.
The window for early movers is open. Being agent-ready when your competitors aren't is a significant advantage that compounds over time.
This is an infrastructure problem, not a marketing problem.
Being "visible to AI" (which CiteCompass handles) is necessary but not sufficient. Businesses also need structured data, APIs, protocol registrations, and operational reliability: the actual plumbing that lets AI agents transact with them.
SMBs deserve access to this shift.
The enterprise tools cost thousands per month and require dedicated tech teams. We build affordable, managed solutions for businesses with 10-100 employees.