StoreHippo has partnered with G6 Hospitality to launch G6 Marketplace, a technology-led B2B procurement platform aimed at modernising supply chain operations across the hospitality company’s franchise ecosystem in the US and Canada.
Centralised procurement platform for franchise operations
Built on StoreHippo’s AI-powered composable commerce architecture, the platform is designed to streamline sourcing and procurement for franchise owners operating under the Motel 6 and Studio 6 brands. The marketplace integrates verified suppliers and franchisees into a unified digital ecosystem, enabling centralised ordering, standardised pricing, and improved procurement visibility through a single interface.
The initiative reflects a growing shift within hospitality toward technology-driven procurement systems that improve operational efficiency while reducing fragmentation across large hotel networks.
Addressing operational and supply chain inefficiencies
The hospitality sector has increasingly been challenged by fragmented supplier ecosystems, fluctuating procurement costs, and limited transparency across sourcing processes. Through the digitisation of procurement workflows, G6 Marketplace aims to simplify purchasing operations while strengthening supplier coordination and demand planning.
The platform also seeks to improve cost control and standardisation across properties, helping franchise operators manage procurement more efficiently at scale.
Technology-led transformation strategy
Powered by StoreHippo’s cloud-native and API-first infrastructure, the marketplace is designed to support large transaction volumes, multi-vendor operations, and evolving procurement requirements across the franchise network.
The launch marks a significant part of G6 Hospitality’s wider digital transformation roadmap, where technology adoption is increasingly becoming central to operational optimisation, franchise support, and long-term scalability.
Growing focus on enterprise ecommerce in hospitality
The collaboration highlights the expanding role of enterprise ecommerce platforms within the hospitality sector, particularly as hotel operators seek more integrated and data-driven procurement ecosystems. As procurement increasingly shifts toward centralised digital models, hospitality companies are looking to leverage automation, AI, and unified platforms to improve efficiency and enhance owner experience across distributed networks.
