Crstl
- Company typePrivate
- Founded2022
- HeadquartersSan Francisco, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Crstl does
Crstl is an AI-native EDI and agentic B2B commerce network that automates electronic data interchange workflows between emerging brands, major retailers, and logistics providers. Founded in 2022 and headquartered in San Francisco, the company is led by co-founders Dipti Desai (CEO) and Suparna Gharpure (Engineering Lead), and operates a remote-first team of 11-50 employees. The core platform connects brands to retailer networks including Walmart, Target, Costco, Amazon, UNFI, Whole Foods, and Kroger, supporting standard X12 and EDIFACT transaction sets over AS2, VAN, SFTP, and HTTP protocols.
The product architecture centers on the Crstl EDI Platform, which provides automated order-to-cash workflows (PO processing, ASN generation, invoice creation, GS1-128 label queuing) and pre-built native integrations with major ERPs (NetSuite, QuickBooks, Microsoft Dynamics 365, Cin7), WMS providers (ShipHero, Packiyo, Extensiv), and e-commerce platforms (Shopify and Shopify Plus). The proprietary Edison AI agent operates as an embedded autonomous layer that validates documents against retailer-specific compliance rules in real-time, resolves EDI errors proactively, and answers operational questions in natural language. Adjacent modules include Packit (packing-time compliance verification) and Crstl MCP (Model Context Protocol integration exposing live transaction data to external AI tools).
The business model is a connection-based SaaS subscription with no per-document or per-kilocharacter fees — a structural departure from legacy EDI pricing. Crstl combines sales-led direct acquisition (website demo requests, inside sales, and enterprise field sales) with product-led growth elements (self-serve onboarding, developer API access, and a partner program for 3PLs and agencies). The primary customer segment is emerging DTC and CPG brands transitioning into retail channels, with secondary segments in retailers, 3PLs, and commerce enablement platforms. The company has raised $4.4M in seed funding (February 2023, led by Mastry Ventures) and an undisclosed Series A (March 2025, led by Mosaic General Partnership with Shopify Ventures participation).
Crstl firmographics
Firmographics- Name
- Crstl
- Legal name
- Crstl Technologies, Inc.
- Website
- https://crstl.ai
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Crstl industry classification
Industry- Product category
- EDI and B2B Commerce Automation
- NAICS
- Custom Computer Programming Services (541511), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518)
- SIC
- Services-Prepackaged Software (7372), Services-Computer Programming, Data Processing, Etc. (7370)
- akta.pro primary industry
- E-commerce & Retail CRM (Customer Data, Loyalty & Personalization) (HDAEAFAE)
- akta.pro secondary industry
- CRM Data Quality, Enrichment & CDP-Adjacent CRM (HDAEAFAJ)
Keywords
Where Crstl is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Crstl business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- EDI Automation SaaS Subscription: Subscription-based pricing model with fixed, predictable pricing based on connections rather than document volume. No per-document fees or surprise charges during peak seasons. Includes full-service EDI for non-technical users and API flexibility for developer teams.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Transparent connection-based pricing with no document fees |
| Hybrid | Monthly | White-glove onboarding included |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels7 records
Crstl product offering
Product offeringCore offering
Crstl is an AI-native EDI provider and agentic B2B commerce network that automates electronic data interchange (EDI) document exchange and order-to-cash workflows between brands, retailers, and logistics providers. The platform connects brands to a retailer network (Walmart, Target, Costco, Amazon, UNFI, Whole Foods, and others) through pre-built integrations with ERPs, WMS, and ecommerce platforms, and uses the Edison AI agent to autonomously process purchase orders, generate ASNs and invoices, and resolve compliance errors. Pricing is connection-based subscription with no per-document fees.
Product overview
Crstl is an AI-native EDI provider and agentic B2B commerce network that connects buyers, suppliers, and logistics providers from order to payment. The core offering is the Crstl EDI Platform, which integrates with major ERPs (NetSuite, QuickBooks, Cin7), WMS (ShipHero, Packiyo), and ecommerce platforms (Shopify). Key AI-powered modules include Edison AI (autonomous agent for EDI compliance and error resolution), Packit (packing compliance verification), and Crstl MCP (AI tool integration for transaction data queries). The platform connects to a retailer network of Walmart, Target, Costco, Amazon, UNFI, Whole Foods, and hundreds more through pre-built integrations. Crstl supports all standard EDI transaction sets (850, 855, 856, 810, 860, 812, 875, 880, 940, 945, and more) and generates compliant GS1-128 shipping labels.
Differentiator
Problem solved
Functional benefit
Brands
- Edison AI: AI-powered EDI agent that autonomously processes purchase orders, validates compliance, generates ASNs and invoices, and resolves errors for B2B trading partners.
Products and services
- Crstl EDI Platform AI-native EDI and supply chain commerce platform that automates order-to-cash workflows between brands, retailers, and logistics providers. Enables brands to onboard new retail trading partners in days, automatically generate compliant ASNs and invoices, and connect with major retailers and ERP/WMS systems.
- Edison AI Agent Crstl's proprietary AI agent embedded in the EDI Platform that autonomously processes purchase orders, generates ASNs and invoices, validates documents against retailer-specific compliance rules in real-time, and resolves EDI errors without human intervention.
- Packit AI-powered compliance verification workflow that transforms B2B trading partner packing requirements into guided, AI-verified processes, catching label and compliance errors at pack time before shipments leave the warehouse.
- Crstl MCP Model Context Protocol integration that turns live B2B transaction data (POs, invoices, shipments) into instant answers inside AI tools, enabling real-time financial automation and analytics through AI-powered query capabilities.
- Crstl Retailer Network Network connecting brands with major retailers and distributors including Walmart, Target, Costco, Amazon, UNFI, Whole Foods, Kroger, and hundreds more, supporting all EDI document types and fulfillment methods (wholesale, dropship, direct store delivery).
- Crstl Integrations Network Pre-built native integrations connecting with ERPs (NetSuite, QuickBooks, Cin7, Microsoft Dynamics 365), WMS (ShipHero, Packiyo, Extensiv, ShipBob, ShipStation), ecommerce platforms (Shopify, Shopify Plus), and 3PLs to enable automated workflows without coding.
Quantifiable outcome
- Reduced EDI integration time from 1 year to days
- +4 more outcomes
Companies that use Crstl
Customer profileNamed customers6 records
Segments4 records
Ideal customer profiles3 records
Crstl technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration18 records
AI capability6 records
Feature6 records
Crstl partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core.
- ShopifycoreCertified Technology Partner. Crstl provides AI-powered EDI automation directly to Shopify and Shopify Plus brands, enabling them to connect to retailers like Walmart, Target, and Amazon. Integration allows automated order processing between Shopify stores and retail EDI systems.
- NetSuitecoreNative integration partnership. Crstl connects with NetSuite to enable fully automated order-to-cash workflows, automatically syncing POs, shipments, and invoices without manual data entry or CSV exports.
- QuickBooks OnlinecoreNative integration for automated invoicing and accounting workflows. Customers like Biom and Freestyle use this integration to streamline financial operations.
- Microsoft Dynamics 365 Business CentralcoreNative ERP integration enabling automated order-to-cash workflows between retail EDI and Dynamics 365 Business Central.
- ShipHero WMScoreNative WMS integration. Freestyle uses ShipHero integration to automate fulfillment workflows and generate compliant GS1-128 shipping labels and packing slips.
- Cin7 CorecoreNative inventory and order management integration. Immi uses Cin7 integration for real-time visibility and streamlined operations.
- PackiyocoreNative WMS integration. Neuro uses Packiyo WMS integration to automate order processing, inventory management, and invoicing.
- 3PLs and Logistics ProviderscorePartner program for third-party logistics providers. 3PLs get no-engineering integrations, co-marketing, priority support, and lead generation. Enables 3PLs to offer EDI connectivity as a value-added service to their clients.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Crstl competitors and assessment
Company assessmentDirect peers
- Babelway: Babelway is a cloud EDI integration platform with self-service onboarding and pre-built retailer connections for brands and suppliers. Comparable to Crstl's modern, no-code EDI positioning aimed at emerging brands onboarding to retailer networks.
- TrueCommerce: TrueCommerce is a global EDI and supply chain integration platform offering managed EDI services, VAN connectivity, and ERP integrations to brands and retailers. Directly comparable to Crstl as a multi-standard EDI provider with similar target customers.
- DiCentral: DiCentral is an EDI and supply chain integration provider serving retailers, brands, manufacturers, and 3PLs with managed EDI services and ERP integration. Directly comparable as a long-standing EDI provider targeting similar mid-market and emerging-brand customers.
- SPS Commerce: SPS Commerce is the largest retail-focused EDI provider and managed-services network in North America, serving retailers and suppliers with EDI, analytics, and retail collaboration. It is Crstl's most direct large-scale competitor in retail EDI automation.
- Orderful: Orderful is a modern cloud-based EDI platform targeting brands and retailers with API-first EDI translation and network connectivity. Competes with Crstl in the emerging-brand-to-retail EDI segment with a similar developer-friendly positioning.
- Cleo (Cleopatra): Cleo provides cloud-based EDI and API integration software for supply chain ecosystems, serving brands, retailers, 3PLs, and logistics providers. Comparable to Crstl in EDI translation, ERP/WMS connectivity, and B2B commerce network positioning.
Others
- Cin7: Cin7 is an inventory and order management platform with EDI capabilities that integrates with Crstl. Comparable as an adjacent commerce-enablement platform serving overlapping DTC/retail brand customers and a potential ecosystem partner or future competitor.
- Shopify (Shopify Plus / Shopify Markets): Shopify is Crstl's strategic partner and investor via Shopify Ventures. Relevant peer in that Shopify provides commerce enablement that could theoretically extend into EDI/B2B, and Shopify Plus brands are a primary customer segment for Crstl.
Broad incumbents
- OpenText (GXS): OpenText's GXS division operates one of the largest global EDI and B2B integration networks, including managed services for large retailers and brands. Represents a broad incumbent competitor with overlapping retail EDI capabilities but a much larger enterprise footprint than Crstl.
- Amazon (Seller Central / AWS Supply Chain): Amazon operates Amazon EDI/vendor onboarding APIs and AWS Supply Chain services that overlap with Crstl's retail-network value proposition. Comparable as a large incumbent with significant influence over retailer-side EDI requirements that Crstl must support.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Crstl social profiles
Digital presenceCrstl compliance and trust
Trust signalCompliance2 records
Crstl financial estimates
Financial estimateRevenue estimate
Valuation estimate
Crstl leadership team
Management profileNumber of profiles
Profiles4 records
Crstl funding detail
Funding detailFunding overview
Funding rounds3 records
Investors10 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Crstl 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 Crstl
What does Crstl do?
Crstl is an AI-native EDI provider and agentic B2B commerce network that automates electronic data interchange (EDI) document exchange and order-to-cash workflows between brands, retailers, and logistics providers. The platform connects brands to a retailer network (Walmart, Target, Costco, Amazon, UNFI, Whole Foods, and others) through pre-built integrations with ERPs, WMS, and ecommerce platforms, and uses the Edison AI agent to autonomously process purchase orders, generate ASNs and invoices, and resolve compliance errors. Pricing is connection-based subscription with no per-document fees.
Is Crstl a public or private company?
Crstl is a private company. It is classified as venture growth investor backed and is currently operating.
When was Crstl founded?
Crstl was founded in 2022. It employs 11 to 50 people.
Where is Crstl based?
Crstl is headquartered in San Francisco, United States, in the North America region.
How does Crstl make money?
One revenue line is on record: EDI Automation SaaS Subscription.
Who are Crstl's main competitors?
Direct peers on record are Babelway, TrueCommerce, DiCentral, SPS Commerce, Orderful and Cleo (Cleopatra). Others are Cin7 and Shopify (Shopify Plus / Shopify Markets). Broad incumbents are OpenText (GXS) and Amazon (Seller Central / AWS Supply Chain).
Does Crstl have an API?
Yes. Crstl offers a public API for developers to build custom integrations and automate B2B commerce workflows. The API enables programmatic access to order data, invoice management, and EDI document processing. Developer APIs are available for building integrations on top of Crstl to enable new business lines related to B2B Commerce, analytics, and workflow automations. Crstl MCP (Model Context Protocol) is also available, which turns live B2B transaction data (POs, invoices, shipments) into instant answers inside AI tools. Developer documentation is at www.crstl.ai.
What industry is Crstl in?
Crstl's product category is EDI and B2B Commerce Automation. Its primary akta.pro industry code is HDAEAFAE, E-commerce & Retail CRM (Customer Data, Loyalty & Personalization), with a secondary code of HDAEAFAJ, CRM Data Quality, Enrichment & CDP-Adjacent CRM. Its NAICS code is 541511 and its SIC code is 7372.