Canal
Canal (now Rokt Catalog) is a curated distributed commerce marketplace connecting over 4,600 direct-to-consumer brand Suppliers with online Retailers (primarily Shopify storefronts), enabling retailers to extend assortments with third-party products without holding inventory. The platform monetizes via transaction-based take-rate fees and, since July 2025, distributes through Rokt's 7.5B+ transaction network.
- Company typePrivate
- Founded2021
- HeadquartersSan Francisco, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Canal does
Canal (legally ShopCanal, Inc., now operating as Rokt Catalog) is a distributed commerce platform founded in 2021 and headquartered in San Francisco, California. The company operates a curated two-sided marketplace that connects third-party product Suppliers (brands) with Retailers (online storefronts, primarily Shopify-powered), enabling retailers to extend their assortments with premium third-party products without holding inventory and enabling brands to reach new audiences without standing up their own storefronts. As of January 2026 the platform curates over 4,600 direct-to-consumer brands, with named outcomes including a 64% lift in repeat purchase rate, 15% larger baskets, and a 50% increase in customer value for customer Fellow Coffee.
Canal's core technology is built on a multi-tenant architecture that segregates each Brand's data within team-based access controls, with passwords encrypted by keys held only by the Brands themselves. The platform exposes a minimal-data API that permits vendors to fetch only the data required for fulfillment (customer name, shipping address, order details) and automates GDPR/CCPA/COPPA-aligned data erasure when triggered by verified Shopify requests. Native integrations with Shopify (account access, product publishing, automated erasure) and Stripe (payment processing, ACH bank verification) form the operational backbone, with supporting analytics and marketing tooling via Google Analytics, Microsoft Clarity, HubSpot, Segment, and LinkedIn Ads. Products include the Canal Application, the Canal for Suppliers sub-application, the Discover partnership feature, and a real-time data analytics add-on.
Canal monetizes via a transaction-based take-rate model consisting of a ShopCanal Retailer Fee (a percentage of the Purchase Price paid by the Retailer), a ShopCanal Supplier Fee (a percentage deducted before Supplier disbursement), and a Partnership Fee between Suppliers and Retailers, all governed by Canal's Terms of Service (effective August 3, 2023) and processed via Shopify/Stripe in U.S. dollars. Go-to-market is sales-led, targeting direct-to-consumer brands generating over $25 million in annual sales, supplemented by a marketplace/partner-led motion in which Brands self-register as either Supplier or Retailer via the ShopCanal Applications. In July 2025 Canal was acquired by Rokt (a New York-based ecommerce technology company) for undisclosed terms and rebranded as Rokt Catalog, distributing the platform across Rokt's network of 7.5 billion+ annual transactions and integrating it with Rokt Brain AI to amplify offerings such as Aftersell by Rokt and Rokt Ads.
Canal firmographics
Firmographics- Name
- Canal
- Legal name
- ShopCanal, Inc.
- Website
- https://shopcanal.com
- Company type
- Private
- Founded year
- 2021
- Operating status
- Acquired
- Headcount range
- 11–50 employees
- Short description
- Canal (now Rokt Catalog) is a curated distributed commerce marketplace connecting over 4,600 direct-to-consumer brand Suppliers with online Retailers (primarily Shopify storefronts), enabling retailers to extend assortments with third-party products without holding inventory. The platform monetizes via transaction-based take-rate fees and, since July 2025, distributes through Rokt's 7.5B+ transaction network.
- Ownership category
- akta.pro rank
Where Canal is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Canal business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- ShopCanal Retailer Fee: Transaction-based fee collected from Retailers for each sale of a Supplier's Product, equal to a percentage of the Purchase Price set and calculated per ShopCanal's then-current policy. Not refunded on returns or refunds.
- ShopCanal Supplier Fee: Fee deducted by ShopCanal prior to disbursing collected amounts to the Supplier, equal to a percentage of the Purchase Price per ShopCanal's then-current policy. Not refunded on returns or refunds.
- Partnership Fee (Supplier-to-Retailer): Fee set by the Supplier and agreed to by the Retailer (as a percentage of the Purchase Price) for selling the Supplier's Products on the Retailer's website. Set via ShopCanal's Applications and not subject to retroactive change without consent.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Transaction-based percentage fees on each Supplier product sale (Retailer Fee + Supplier Fee + Partnership Fee). |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
Canal product offering
Product offeringCore offering
Canal operates a curated distributed commerce marketplace connecting Suppliers (brands) with Retailers (online storefronts) so that third-party products can be sold through retailer websites without the retailer holding inventory. The platform is delivered through the Canal Application (for Retailers) and the Canal for Suppliers application, with payments processed via Shopify and Stripe APIs, and is now branded as Rokt Catalog following Rokt's July 2025 acquisition.
Product overview
Canal (now operating as Rokt Catalog after its July 2025 acquisition by Rokt) is a single distributed/curated commerce platform composed of the Canal Application and the Canal for Suppliers application, with related services such as real-time data analytics and the Discover partnership feature. The Canal Application is the core product connecting Brands (Suppliers and Retailers), while Canal for Suppliers is the supplier-facing sub-application that lets brands list products and fulfill orders via Canal's API; Discover is a sub-feature that surfaces Supplier–Retailer partnerships restricted to the Canal platform. Together, these products form "the inventory layer for the future of commerce," curating third-party products from over 4,600 direct-to-consumer brands so retailers can extend their assortments without holding inventory.
Differentiator
Problem solved
Functional benefit
Products and services
- Rokt Catalog (formerly Canal) Distributed commerce / curated commerce platform that connects 4,600+ direct-to-consumer brands with retailer storefronts so retailers can expand assortments and brands can reach customers at the point of purchase without either side holding inventory. Now powered by Rokt Brain AI.
- Canal Application Core Canal application operated by ShopCanal, Inc., connecting Brands (Suppliers and Retailers) so that Suppliers can market and sell products through Retailers' online storefronts, with ShopCanal acting as the intermediary platform.
- Canal for Suppliers Supplier-facing Canal application that lets brands register as Suppliers, manage product listings, fulfill orders, and access the minimum customer/order data needed for fulfillment via Canal's API.
Quantifiable outcome
- 64% lift in repeat purchase rate (Fellow Coffee)
- +3 more outcomes
Companies that use Canal
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles4 records
Canal technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
AI capability4 records
Feature5 records
Canal partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered flagship, core and minor.
- RoktflagshipRokt (NYC-based ecommerce company) acquired Canal (San Francisco-based AI and services company) in July 2025 to enhance its product offerings and expand its third-party inventory network. Canal is now positioned as Rokt Catalog, leveraging Rokt Brain AI to amplify offerings such as Aftersell by Rokt and Rokt Ads.
- ShopifycoreCanal operates as a Shopify-integrated application; users can register or log in with an existing Shopify account, and the Shopify API is used for payment processing and to publish Supplier products. Verified erasure requests from Shopify automatically trigger deletion of customer records and redaction of personal information in Canal's systems.
- StripecoreStripe is integrated via the Shopify API for processing payments on the Canal platform. Brands using Stripe agree to comply with Stripe usage terms and conditions and Stripe's prohibitions on restricted businesses.
- LinkedIn AdsminorThird-party advertising partner used to deliver more relevant advertisements and analyze trends on and off ShopCanal's Websites.
Scale indicators7 records
Recent moves6 records
Expansion highlights5 records
Canal competitors and assessment
Company assessmentDirect peers
- Faire: Faire is a B2B wholesale marketplace that connects independent brands with retailers, allowing retailers to stock third-party products without holding inventory. Closely comparable to Canal's curated commerce model and supplier-retailer marketplace mechanics.
- Tundra: Tundra is a zero-commission wholesale marketplace connecting brands and retailers. Operates a similar supplier-retailer two-sided marketplace for physical goods, with overlapping target customer base of DTC and independent brands.
- Ankorstore: Ankorstore is a European B2B marketplace enabling brands to sell to retailers on net terms, similar in mechanics to Canal's marketplace but with a primarily European retailer/supplier base. Comparable as a two-sided curated wholesale platform.
- Carro: Carro operates a brand-to-brand commerce and drop-ship network that enables brands to resell complementary products from partner brands at checkout. Directly overlaps with Canal's distributed commerce thesis and curated cross-sell catalog model.
- RangeMe: RangeMe is a B2B product discovery and sourcing platform connecting brands with retail buyers. Comparable to Canal as a curated supplier-retailer marketplace targeting the same mid-market DTC brand segment.
Broad incumbents
- Shopify Collabs: Shopify's first-party Collabs and marketplace offerings let Shopify merchants discover brands and creators, manage affiliate/creator relationships, and sell curated products. A broad incumbent with overlapping curation and brand-partnership capabilities built into Canal's primary platform dependency.
- Amazon (Multi-Channel Fulfillment / Buy with Prime): Amazon's multi-channel fulfillment and Buy with Prime offerings let third-party brands fulfill DTC orders through Amazon's logistics, adjacent to Canal's inventory-light distributed commerce model. A broad incumbent competing for the same brand-distribution wallet.
Emerging players
- Refersion: Refersion is an affiliate, creator, and brand-partnership platform that helps brands and creators drive sales of third-party products. Comparable to Canal's creator-retailer use case and overlap in the curated/creator commerce category.
- Boksi: Boksi is a creator-led commerce platform that enables creators and brands to sell curated product assortments. Overlaps with Canal's creator/Retailer persona and curated third-party product thesis.
Others
- Aftersell by Rokt: Aftersell by Rokt is a post-purchase upsell platform owned by Rokt, Canal's acquirer. It is a sibling product within the Rokt portfolio that competes for the same merchant wallet at the point of purchase, and is explicitly cross-amplified by Rokt Catalog.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Canal social profiles
Digital presenceCanal compliance and trust
Trust signalCompliance3 records
Canal financial estimates
Financial estimateRevenue estimate
Valuation estimate
Canal leadership team
Management profileNumber of profiles
Profiles4 records
Canal funding detail
Funding detailFunding overview
Funding rounds2 records
Investors9 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Canal 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 Canal
What does Canal do?
Canal operates a curated distributed commerce marketplace connecting Suppliers (brands) with Retailers (online storefronts) so that third-party products can be sold through retailer websites without the retailer holding inventory. The platform is delivered through the Canal Application (for Retailers) and the Canal for Suppliers application, with payments processed via Shopify and Stripe APIs, and is now branded as Rokt Catalog following Rokt's July 2025 acquisition.
Is Canal a public or private company?
Canal is a private company. It is classified as corporate owned and is currently acquired.
When was Canal founded?
Canal was founded in 2021. It employs 11 to 50 people.
Where is Canal based?
Canal is headquartered in San Francisco, United States, in the North America region.
How does Canal make money?
Three revenue lines are on record. ShopCanal Retailer Fee is the primary driver. The others are shopCanal Supplier Fee and partnership Fee (Supplier-to-Retailer).
Who are Canal's main competitors?
Direct peers on record are Faire, Tundra, Ankorstore, Carro and RangeMe. Broad incumbents are Shopify Collabs and Amazon (Multi-Channel Fulfillment / Buy with Prime). Emerging players are Refersion and Boksi. Aftersell by Rokt is listed as an others.
Does Canal have an API?
Yes. Canal operates an API service that enables Suppliers and Retailers to fetch required customer and order data for fulfilling orders via the Canal platform. The API is described as restricting access so Canal vendors can fetch only the required data (e.g., customer name, shipping address, order details) rather than all order and customer information indiscriminately. Anonymized email addresses may be enabled at the Retailer's discretion. The API is referenced as the technical layer enabling ecommerce integrations with partners such as Shopify and Stripe.