Virtualstock
Virtualstock operates Europe's largest dropshipping and curated marketplace SaaS platform, connecting enterprise retailers with a 5,000+ supplier network to extend online product ranges without inventory risk. The platform processes 8M+ orders and £2B+ ($2.7B) GMV annually for retailers including John Lewis, Currys, ASDA and B&Q.
- Company typePrivate
- Founded2004
- HeadquartersReading, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Virtualstock does
Virtualstock is a UK-headquartered SaaS company founded in 2004 that operates Europe's largest dropshipping and curated marketplace platform, enabling enterprise retailers to extend online product ranges without holding inventory. Its modular cloud platform — comprising Dropshipping, Curated Marketplace, Supplier Hub, Framespan (public sector) and The Edge4Health (healthcare) modules — connects retailers with a one-to-many supplier network, providing real-time inventory visibility, automated order processing, supplier onboarding and product data exchange. The platform integrates with legacy retailer systems, ecommerce platforms (commercetools, Linnworks, True Commerce), fulfilment providers (Wincanton, i-Fulfilment), and middleware (Zynk, Patchworks), with partners able to push pricing directly from their own systems.
The company serves enterprise retailers across multiple verticals (department stores, home improvement, electronics, furniture, building materials, hospitality equipment, discount grocery), with named customers including John Lewis, Currys, ASDA, B&Q, Argos, Robert Dyas, Bensons for Beds, Harvey Norman, DFS, Screwfix, Toolstation, Travis Perkins, Aldi, Nisbets and The Range. Beyond retail, Virtualstock has expanded into UK healthcare procurement through NHS Shared Business Services and public sector procurement via Framespan. The platform reportedly processes 8M+ orders annually with £2B+ ($2.7B) standalone GMV, and 5,000+ suppliers, 4M+ products, and 30,000+ users.
Virtualstock monetizes primarily through custom multi-year SaaS subscription agreements (enterprise pricing not publicly disclosed), supplemented by transaction and marketplace commission fees on processed orders. Its go-to-market combines direct enterprise sales with a proof-of-concept (POC) consultative model, a multi-tier partner ecosystem, and a flagship annual event (Vision Summit). In October 2025, Virtualstock was acquired by US-based Logicbroker, forming a combined global multi-party commerce orchestration leader with $13B+ GMV across 15,000+ retail and brand partners, followed by a December 2025 strategic partnership with PayPal to enable agentic commerce channels for UK and EU merchants.
Virtualstock firmographics
Firmographics- Name
- Virtualstock
- Legal name
- Virtualstock Limited
- Website
- https://virtualstock.com
- Company type
- Private
- Founded year
- 2004
- Operating status
- Acquired
- Headcount range
- 11–50 employees
- Short description
- Virtualstock operates Europe's largest dropshipping and curated marketplace SaaS platform, connecting enterprise retailers with a 5,000+ supplier network to extend online product ranges without inventory risk. The platform processes 8M+ orders and £2B+ ($2.7B) GMV annually for retailers including John Lewis, Currys, ASDA and B&Q.
- Ownership category
- akta.pro rank
Virtualstock industry classification
Industry- Product category
- Retail Dropshipping and Curated Marketplace SaaS
- NAICS
- Software Publishers (5132)
- SIC
- Retail-Computer & Computer Software Stores (5734)
- akta.pro primary industry
- Vendor & Contract Management (Software/Cloud) (BPAEAOAD)
- akta.pro secondary industry
- Enterprise Application License Advisory, Vendor Management & Optimization (BPAEAGAO)
Keywords
Where Virtualstock is headquartered
LocationHeadquarters
- HQ city
- Reading
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Virtualstock business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- SaaS Subscription Platform Fees: The primary revenue stream is SaaS platform subscription fees from retailers accessing the dropshipping and marketplace platform. The platform enables retailers to increase online sales revenue, reduce operational costs, and improve customer experience through subscription access.
- Transaction/Fulfilment Fees: Fees generated through order processing and fulfilment transactions on the platform. The platform processes millions of orders annually through connected suppliers.
- Marketplace Commerce: Revenue generated through the curated marketplace model connecting retailers with multiple suppliers and sellers, enabling product range extension without inventory risk.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | Enterprise SaaS Platform - Custom pricing based on retailer scale and requirements |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels6 records
Virtualstock product offering
Product offeringCore offering
Virtualstock sells a modular cloud-based SaaS platform that allows retailers and public sector organisations to connect with thousands of suppliers, run dropshipping operations, curate marketplaces, and manage procurement. The platform handles order routing, real-time inventory synchronisation, supplier onboarding, product data exchange, and fulfilment integration, enabling enterprise customers to extend product ranges and grow online sales without holding inventory.
Product overview
Virtualstock is a modular SaaS platform that serves as Europe's largest dropshipping and curated marketplace solution. The platform comprises four core products: Dropshipping (enabling retailers to connect with a one-to-many supplier network), Curated Marketplace (facilitating product discovery and purchase from multiple sellers), Supplier Hub (connecting suppliers directly with buyers at major retailers), and Framespan (public sector procurement). Additional modules include The Edge4Health for healthcare procurement. The platform enables retailers to dramatically increase online sales revenue, reduce operational costs, and deliver better customer experiences through real-time supplier connections, inventory visibility, and order automation. Key platform capabilities include speedy supplier onboarding, real-time stock and delivery visibility, automated order processing, and comprehensive reporting modules. The platform integrates with ecommerce platforms (commercetools, Linnworks, True Commerce), order management systems (Linnworks), fulfillment providers (Wincanton, i-Fulfilment), data automation tools (Zynk), and product enrichment services (IVIS Group).
Differentiator
Problem solved
Functional benefit
Brands
- Framespan: Public sector procurement solution
- Supplier Hub
- The Edge4Health
- Vision Summit
Products and services
- Dropshipping SaaS dropshipping module that enables retailers to connect with and sell from a large network of suppliers without holding inventory. It handles supplier onboarding, real-time inventory synchronisation, automated order routing, order tracking, and reporting, and is sold to enterprise retailers seeking to expand online product range.
- Curated Marketplace Curated marketplace solution that allows retailers to aggregate products from multiple third-party sellers while maintaining control over product selection, brand experience and customer journey. It enables range extension and marketplace revenue without taking on inventory risk.
- Supplier Hub Supplier management and onboarding module that connects suppliers directly with buyers at major retailers, providing real-time visibility, approval workflows, and performance reporting for the supplier base.
- Framespan Public sector procurement marketplace solution that brings Virtualstock's marketplace technology to government organisations, supporting compliant catalogue, requisitioning, approval and invoice workflows.
- The Edge4Health Healthcare sector procurement platform that operates on the Virtualstock technology stack, enabling healthcare organisations to procure products with catalogue management, approvals and supplier connections, with deployment referenced in partnership with NHS Shared Business Services.
Quantifiable outcome
- Robert Dyas achieved 1,480% increase in dropship products and 70% of online GMV from dropshipping
- +3 more outcomes
Companies that use Virtualstock
Customer profileNamed customers21 records
Segments3 records
Ideal customer profiles2 records
Virtualstock technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration10 records
AI capability6 records
Feature7 records
Virtualstock partnerships and signals
Strategic signalPartnerships
20 partnerships are on record, tiered core, flagship and minor.
- Logicbroker & PayPalcoreStrategic partnership announced following Virtualstock's acquisition by Logicbroker to enable merchant access to agentic commerce services. Collaboration facilitates seamless integration of product catalogs with PayPal's infrastructure, expanding AI shopping channel participation for merchants in the UK and EU.
- City Plumbing (Highbourne Group)coreCity Plumbing, part of Highbourne Group, partnered with Virtualstock to expand its online product range and improve supply chain management. Partnership enabled rapid product expansion and enhanced operational efficiency without increased internal resources.
- LogicbrokerflagshipLogicbroker acquired Virtualstock in October 2025 to strengthen global leadership in intelligent digital commerce. The acquisition creates a new global leader for multi-party commerce orchestration, combining Virtualstock's European leadership with Logicbroker's US presence. Combined entity processes $13B+ GMV with 15,000+ retail and brand partners worldwide. Logicbroker will continue investing in Virtualstock to deliver next-generation agentic commerce technology to UK brands and retailers.
- ASDAcoreMilestone partnership with ASDA marking pivotal moment for Virtualstock, solidifying presence in grocery and apparel sectors. Partnership enabled ASDA to rapidly onboard suppliers like Decathlon and expand its product range. Represents broader shift with industry leaders combining dropshipping with curated marketplaces.
- PurpleminorPurple, a technology company, announced a goal to reach one billion users as part of their global internet user expansion initiative. Nature of partnership with Virtualstock not explicitly detailed in available sources.
- commercetoolscorePartnership introducing cutting-edge automated order and inventory management systems, transforming supply chain operations for retailers. commercetools is a leading ecommerce platform.
- LinnworkscorePartnership to increase visibility and automation across ecommerce channels for retailers and retail suppliers. Linnworks is a multi-channel ecommerce management platform.
- WincantoncorePartnership integrating Virtualstock's dropship and curated marketplace SaaS platform into Wincanton's eFulfilment solution. Retailers can expand online product range while Wincanton handles storage, order processing and dispatch. Unified solution streamlines operations for highest standard customer experience from centralised management system.
- NHS Shared Business Services (SBS)corePartnership providing B2B procurement marketplace platform used by NHS Procurement Directors, Buyers and Requisitioners. Enables easy searching of organisation approved catalogues, electronic approval at right prices, from one easy-to-use profile. Designed for healthcare sector with need for huge product range, alternative suppliers, and rich product content.
- VelstarminorProfessional services partner in Virtualstock's partner ecosystem.
- Building Merchants FederationminorDistributor partner in building materials sector.
- First B2BminorEcommerce partner for B2B solutions.
- GartnerminorAnalyst firm listed as partner. Nature of formal partnership not explicitly detailed.
- IBMcoreTechnology partner providing platform hosting services. IBM Cloud infrastructure supports Virtualstock's SaaS platform operations.
- IndezminorProfessional services partner in Virtualstock's ecosystem.
- MindSoftminorProfessional services partner in Virtualstock's ecosystem.
- TradepegminorEcommerce partner in Virtualstock's ecosystem.
- The JourneyminorProfessional services partner in Virtualstock's ecosystem.
- Kingfisher (B&Q)coreThree-year contract extension with Kingfisher (parent of B&Q) demonstrates continued confidence in Virtualstock's dropshipping platform. One of Virtualstock's key enterprise retail partnerships.
- MarshallsminorSupplier partner providing 700 additional SKUs through Bradfords Building Merchant partnership. Example of supplier network benefits for retail partners.
Scale indicators13 records
Recent moves6 records
Expansion highlights6 records
Virtualstock competitors and assessment
Company assessmentDirect peers
- Logicbroker: US-based multi-party commerce orchestration platform that acquired Virtualstock in October 2025. Directly comparable as a dropship and marketplace SaaS for enterprise retailers; combined entity operates 15,000+ partners and $13B+ GMV.
- Mirakl: Leading enterprise marketplace SaaS platform enabling retailers and B2B organisations to launch and operate curated third-party seller marketplaces; competes head-to-head with Virtualstock's Curated Marketplace and Supplier Hub modules.
- ChannelEngine: Marketplace integration and dropship automation platform that helps brands and retailers sell across hundreds of marketplaces; comparable in addressing multi-channel commerce orchestration and supplier integration.
- Feedonomics: Product feed management and marketplace syndication platform acquired by BigCommerce; competes on the data and integration layer underpinning multi-party commerce, overlapping with Virtualstock's product data exchange capabilities.
- Lengow: European SaaS for product feed management, marketplace integration, and dropship automation; direct competitor to Virtualstock in EU enterprise retail with similar catalogue and order-management focus.
- Linnworks: Multi-channel ecommerce management platform for order, inventory, and shipping automation; already a Virtualstock partner, it offers adjacent functionality for retailers and suppliers operating across multiple channels.
Broad incumbents
- Shopify (Shopify Plus / Collective): Dominant commerce platform whose dropship apps and Shopify Collective programme address the same retailer supplier-orchestration use cases as Virtualstock, albeit as part of a much broader commerce suite rather than a dedicated enterprise tool.
- BigCommerce: Enterprise headless commerce platform with marketplace and feed-management capabilities via Feedonomics; competes with Virtualstock in serving mid-market and enterprise retailers expanding through dropship and third-party sellers.
- commercetools: Headless commerce platform used by enterprise retailers; also a Virtualstock technology partner. Competes indirectly at the storefront and order-management layer that surrounds Virtualstock's dropship orchestration.
Emerging players
- CedCommerce: Marketplace integration and multi-channel ecommerce enablement provider; overlaps with Virtualstock in retailer-supplier integrations and feed management, with particular strength in Shopify, Amazon, and Walmart ecosystems.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Virtualstock social profiles
Digital presenceVirtualstock compliance and trust
Trust signalCompliance3 records
Virtualstock financial estimates
Financial estimateRevenue estimate
Valuation estimate
Virtualstock leadership team
Management profileNumber of profiles
Profiles5 records
Virtualstock funding detail
Funding detailFunding overview
Funding rounds2 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Virtualstock M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Virtualstock
What does Virtualstock do?
Virtualstock sells a modular cloud-based SaaS platform that allows retailers and public sector organisations to connect with thousands of suppliers, run dropshipping operations, curate marketplaces, and manage procurement. The platform handles order routing, real-time inventory synchronisation, supplier onboarding, product data exchange, and fulfilment integration, enabling enterprise customers to extend product ranges and grow online sales without holding inventory.
Is Virtualstock a public or private company?
Virtualstock is a private company. It is classified as corporate owned and is currently acquired.
When was Virtualstock founded?
Virtualstock was founded in 2004. It employs 11 to 50 people.
Where is Virtualstock based?
Virtualstock is headquartered in Reading, United Kingdom, in the Europe region.
How does Virtualstock make money?
Three revenue lines are on record. SaaS Subscription Platform Fees are the primary driver. The others are transaction/Fulfilment Fees and marketplace Commerce.
Who are Virtualstock's main competitors?
Direct peers on record are Logicbroker, Mirakl, ChannelEngine, Feedonomics, Lengow and Linnworks. Broad incumbents are Shopify (Shopify Plus / Collective), BigCommerce and commercetools. CedCommerce is listed as an emerging player.
Does Virtualstock have an API?
Yes. Virtualstock's platform connects orders from websites and other sales channels including stores, warehouses, dropship suppliers, and marketplace sellers through APIs. The platform enables seamless integration with ecommerce platforms, order management systems, and supplier systems, allowing suppliers to put pricing information directly from their own systems onto the platform. The platform is interoperable with existing legacy systems and complex supplier systems.
What industry is Virtualstock in?
Virtualstock's product category is Retail Dropshipping and Curated Marketplace SaaS. Its primary akta.pro industry code is BPAEAOAD, Vendor & Contract Management (Software/Cloud), with a secondary code of BPAEAGAO, Enterprise Application License Advisory, Vendor Management & Optimization. Its NAICS code is 5132 and its SIC code is 5734.