Ecwid
Ecwid is a cloud-based SaaS ecommerce platform serving SMBs and creators across 175 countries, offering omnichannel selling across websites, social media, and marketplaces via a freemium subscription model with no transaction fees, and operating as a Lightspeed Commerce subsidiary.
- Company typePrivate
- Founded2009
- HeadquartersEncinitas, United States
- Headcount101–250
- GTM typeB2B
- OfferingSoftware
What Ecwid does
Ecwid is a cloud-based SaaS ecommerce platform founded in 2009 and headquartered in Encinitas, California, now operating as the SMB-focused ecommerce product line of Lightspeed Commerce following its 2021 acquisition. The platform enables small and medium-sized businesses, solopreneurs, and creators to sell across an unusually broad set of channels — their own websites, major social platforms (Facebook, Instagram, TikTok, Pinterest, WhatsApp, Snapchat, YouTube), and global and regional marketplaces (Amazon, eBay, Etsy, Walmart, Google Shopping, Bol, Miinto, Decathlon, Leroy Merlin) — from a single dashboard with synchronized inventory, orders, and pricing. The product surface is modular and includes an embeddable shopping cart compatible with WordPress, Wix, Squarespace, Drupal, Joomla, and 10+ other CMS platforms; a free Instant Site builder; a mobile app (ShopApp); POS integration; a Buy Now button; shipping label automation; automated tax calculation; subscription and digital product modules; abandoned cart recovery; staff management; and a headless commerce option for custom frontends. A public REST API and an App Market extend the platform via third-party integrations covering 50+ payment providers (Stripe, PayPal, Square, QuickBooks), shipping (ShipStation, USPS), print-on-demand (Printful), advertising (Kliken), and email/loyalty (Omnisend, Marsello, Gratisfaction).
The company's GTM motion is product-led and self-serve: merchants sign up online, can begin selling on a free plan with no sales interaction, and upgrade to paid tiers as they scale. Ecwid explicitly does not charge transaction fees, generating revenue primarily through tiered subscriptions plus add-on modules, a structural differentiator versus marketplace-led competitors. Primary customer segments include artists, artisans, content creators, small retail businesses, and a long tail of SMBs across 175 countries, with secondary exposure to nonprofits, B2B/wholesale, restaurants/hospitality, photographers, and musicians. The only disclosed AI capability is a one-click AI product photo enhancement feature, and no proprietary AI models, research output, or ML-driven differentiators are evidenced. Leadership is founder-led, with founder Ruslan Fazlyev continuing as CEO and co-founder Yury Zaytsev alongside him, supplemented by VPs of Partner Operations, Product, and Business Development.
Ecwid firmographics
Firmographics- Name
- Ecwid
- Legal name
- Ecwid by Lightspeed
- Website
- https://ecwid.com
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Ecwid is a cloud-based SaaS ecommerce platform serving SMBs and creators across 175 countries, offering omnichannel selling across websites, social media, and marketplaces via a freemium subscription model with no transaction fees, and operating as a Lightspeed Commerce subsidiary.
- Ownership category
- akta.pro rank
Ecwid industry classification
Industry- Product category
- Ecommerce Platform Software
- NAICS
- Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518210)
- SIC
- Wholesale-Computers & Peripheral Equipment & Software (5045)
- akta.pro primary industry
- Enterprise Content Management (ECM) Suites (HDAEAGAB)
Keywords
Where Ecwid is headquartered
LocationHeadquarters
- HQ city
- Encinitas
- HQ country
- United States
- HQ region
- North America
Markets served
Ecwid business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations
Revenue model
- Subscription Plans: Tiered subscription model with free plan available and paid plans offering additional features. The company generates recurring subscription revenue from upgraded plans.
- No Transaction Fees: Ecwid explicitly states they do not charge transaction fees, distinguishing from competitors. Revenue is derived from subscription tiers rather than per-transaction charges.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Free plan for adding sales to existing sites |
Go-to-market motion3 records
Distribution channels8 records
Marketing channels9 records
Ecwid product offering
Product offeringCore offering
Ecwid is a cloud-based SaaS ecommerce platform that enables small and medium businesses to sell products online through their own website, social media channels, and major marketplaces from a single centralized dashboard. The platform provides an embeddable shopping cart that integrates into existing websites, an Instant Site builder for creating standalone stores, and tools for inventory, order, payment, tax, and shipping management. Ecwid is owned by Lightspeed Commerce and is sold primarily via a freemium subscription model with no transaction fees.
Product overview
Ecwid by Lightspeed is an omnichannel ecommerce platform designed for small and medium businesses, solopreneurs, and creators who want to add or expand online selling capabilities. The core platform consists of an embeddable shopping cart plugin that integrates into existing websites (supporting WordPress, Wix, Squarespace, Drupal, Joomla, and 15+ other CMS platforms) and an Instant Site builder for creating standalone storefronts from scratch. The platform connects to major sales channels including marketplaces (Amazon, eBay, Etsy, Walmart) and social media platforms (Facebook, Instagram, TikTok, Google Shopping, Pinterest, WhatsApp, Snapchat, YouTube) from a single centralized dashboard. Core operational modules include inventory and order management, integrated payments supporting 50+ providers (Stripe, PayPal, Square), automated tax calculation, shipping automation with label generation, built-in marketing tools (email campaigns, automated ads, discounts), reporting dashboards, and abandoned cart recovery. Optional add-ons extend capabilities for subscriptions, digital products, POS, Buy Now buttons, domain registration, and staff management. The platform also offers a headless commerce option for developers and wholesale/dropshipping solutions for specific business models. Ecwid is positioned as best for adding sales to existing websites, with a free plan available and no transaction fees across all paid plans.
Differentiator
Problem solved
Functional benefit
Brands
- Instant Site: A free, mobile-friendly website builder provided by Ecwid for creating online stores quickly.
Products and services
- Ecwid Ecommerce Platform Omnichannel ecommerce platform that enables merchants to sell anywhere online (websites, social media, marketplaces) and in-person via POS from a single dashboard with centralized inventory and order management.
- Instant Site
- Ecwid Plugin (Embeddable Shopping Cart)
- Ecwid Mobile App
- ShopApp
- Ecwid POS (Point of Sale)
- Linkup
- Ecwid App Market
- Headless Commerce
- Wholesale Solution
- Dropshipping
- Partner Program
Quantifiable outcome
- Email marketing generates $36 return for every dollar spent - Ecwid integrates email campaign tools
- +2 more outcomes
Companies that use Ecwid
Customer profileNamed customers13 records
Segments9 records
Ideal customer profiles4 records
Ecwid technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration37 records
AI capability2 records
Feature9 records
Ecwid partnerships and signals
Strategic signalPartnerships
25 partnerships are on record, tiered major, core and minor.
- TikTokmajorTikTok Shop integration allowing Ecwid merchants to sell directly on TikTok. Integration has existed since 2022, enabling product tagging in posts and in-app purchasing.
- PayPalcorePayment processing integration allowing merchants to accept PayPal payments through their Ecwid stores. One of the featured payment partner logos on Ecwid's website.
- SquarecorePayment processing integration for accepting card payments, with Square's POS hardware also supported for offline sales. Featured as a best partner on Ecwid's website.
- StripecorePayment gateway integration enabling credit card processing through Stripe. Featured as a best partner on Ecwid's website.
- QuickBooksmajorAccounting software integration for automatic synchronization of sales data and financial records. Featured partner on Ecwid's website.
- ShipStationmajorShipping management integration for streamlined label generation, order fulfillment, and shipping tracking across carriers.
- KlikenmajorDigital advertising partner providing automated ad management and optimization for Ecwid merchants. Featured partner enabling targeted advertising campaigns.
- MarsellominorCustomer loyalty and marketing automation partner integrated with Ecwid for email marketing and loyalty program management.
- PrintfulmajorPrint-on-demand integration enabling merchants to sell custom-printed products without inventory. Orders are automatically fulfilled and shipped by Printful.
- OmnisendminorEmail marketing automation platform integrated with Ecwid for advanced email campaigns, automation workflows, and customer segmentation.
- GratisfactionminorLoyalty and rewards program integration for Ecwid stores enabling referral programs, contests, and customer rewards.
- LightspeedcoreEcwid is owned by Lightspeed Commerce. Lightspeed is a cloud-based commerce platform provider serving retail, hospitality, and golf sectors, with Ecwid functioning as its SMB-focused ecommerce solution.
- AmazoncoreMarketplace integration enabling merchants to list and sell products on Amazon with synchronized inventory from Ecwid dashboard.
- eBaycoreMarketplace integration for listing products on eBay's global marketplace platform with centralized inventory management.
- EtsymajorIntegration allowing merchants to connect their Etsy shops to Ecwid for unified product catalog and order management.
- WalmartmajorWalmart Marketplace integration enabling sellers to reach Walmart's customer base through Ecwid's centralized platform.
- Google ShoppingcoreGoogle Shopping integration for product listings in Google's search results and shopping tab with automated product feed management.
- FacebookcoreFacebook integration enabling Facebook Shop functionality, product catalog sync, and in-Facebook purchasing for merchants.
- InstagramcoreInstagram Shopping integration with shoppable posts enabling product tagging and in-app purchasing through Instagram.
- PinterestmajorPinterest integration allowing product catalog sync and Shoppable Pins for visual discovery shopping.
- WordPresscoreOfficial Ecwid plugin available for WordPress websites enabling seamless shopping cart integration into WordPress sites.
- WixmajorIntegration with Wix website builder allowing merchants to add Ecwid shopping cart to Wix-powered websites.
- SquarespacemajorIntegration with Squarespace for adding ecommerce functionality to Squarespace website designs.
- DrupalmajorDrupal CMS integration allowing Ecwid shopping cart embedding into Drupal-based websites.
- JoomlamajorJoomla CMS integration for adding Ecwid ecommerce functionality to Joomla websites.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Ecwid competitors and assessment
Company assessmentDirect peers
- Shopify: The leading SMB ecommerce SaaS platform offering omnichannel selling, POS, payments, and a large app ecosystem. Direct competitor to Ecwid in the SMB ecommerce market with broader brand recognition, deeper feature set, and stronger enterprise trajectory.
- WooCommerce: Free, open-source ecommerce plugin for WordPress powering a large share of SMB ecommerce. Direct competitor to Ecwid's WordPress integration with a zero-cost pricing model that pressures Ecwid's freemium economics.
- Wix: Website builder with integrated ecommerce capabilities. Direct competitor in the SMB segment, especially attractive for users wanting an all-in-one website-plus-store solution with no separate platform subscription.
- Squarespace: Design-focused website builder with integrated commerce functionality. Direct competitor targeting creators, artists, and small businesses - segments that overlap heavily with Ecwid's core persona base.
- BigCommerce: SaaS ecommerce platform serving SMB through mid-market and enterprise. Direct competitor with headless commerce capabilities, omnichannel positioning, and a broader enterprise footprint than Ecwid.
- GoDaddy Online Store: SMB ecommerce offering bundled with GoDaddy's domain and website services. Direct competitor targeting the same micro-merchant and solopreneur segments as Ecwid, with a strong domain-to-store funnel.
- Square Online: Block's ecommerce solution tightly integrated with Square POS. Direct competitor combining in-person and online selling with similar SMB focus and POS-integrated strengths to Ecwid's POS offering.
- Volusion: SMB ecommerce SaaS platform offering storefront, payments, and marketing tools. Direct competitor targeting a similar merchant profile to Ecwid, primarily in the US market.
- PrestaShop: Open-source ecommerce platform with a large international SMB user base. Direct competitor particularly in European and Latin American markets, offering free core software with paid add-ons and hosting.
Broad incumbents
- Etsy: Major online marketplace for handmade, vintage, and craft goods. Ecwid integrates with Etsy but also competes for artisan and maker sellers seeking lower fees and direct customer relationships outside Etsy's marketplace.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Ecwid social profiles
Digital presenceEcwid financial estimates
Financial estimateRevenue estimate
Valuation estimate
Ecwid leadership team
Management profileNumber of profiles
Profiles6 records
Ecwid funding detail
Funding detailFunding overview
Funding rounds3 records
Investors5 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Ecwid 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 Ecwid
What does Ecwid do?
Ecwid is a cloud-based SaaS ecommerce platform that enables small and medium businesses to sell products online through their own website, social media channels, and major marketplaces from a single centralized dashboard. The platform provides an embeddable shopping cart that integrates into existing websites, an Instant Site builder for creating standalone stores, and tools for inventory, order, payment, tax, and shipping management. Ecwid is owned by Lightspeed Commerce and is sold primarily via a freemium subscription model with no transaction fees.
Is Ecwid a public or private company?
Ecwid is a private company. It is classified as corporate owned and is currently operating.
When was Ecwid founded?
Ecwid was founded in 2009. It employs 101 to 250 people.
Where is Ecwid based?
Ecwid is headquartered in Encinitas, United States, in the North America region.
How does Ecwid make money?
Two revenue lines are on record. Subscription Plans are the primary driver. The others are no Transaction Fees.
Who are Ecwid's main competitors?
Direct peers on record are Shopify, WooCommerce, Wix, Squarespace, BigCommerce, GoDaddy Online Store, Square Online, Volusion and PrestaShop. Etsy is listed as a broad incumbent.
Does Ecwid have an API?
Yes. Ecwid provides a public REST API that enables developers to build applications that interact with Ecwid stores. The API supports product management, order processing, inventory updates, and store configuration. Developer documentation is available at api-docs.ecwid.com, along with a developer portal at developers.ecwid.com. Developer documentation is at api-docs.ecwid.com/reference/overview.
What industry is Ecwid in?
Ecwid's product category is Ecommerce Platform Software. Its primary akta.pro industry code is HDAEAGAB, Enterprise Content Management (ECM) Suites. Its NAICS code is 518210 and its SIC code is 5045.