Simpler
Simpler is a London-headquartered checkout-as-a-service provider founded in 2020 that offers a one-click, localized checkout platform to European SMB and mid-market e-commerce merchants, integrating 9+ payment methods, shipping carriers, and a built-in loyalty program on top of existing CMS stacks at a 0.1% transaction fee.
- Company typePrivate
- Founded2020
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Simpler does
Simpler (legal entity Simpler Group Ltd.) is a London-headquartered, privately held checkout-as-a-service (CaaS) provider targeting European e-commerce merchants. Founded in 2020 by Rania Lamprou during the COVID-19 lockdown in Athens, the company offers a one-click checkout platform that layers on top of existing e-commerce stacks (WooCommerce, Magento, PrestaShop, OpenCart, CS-Cart, Shopify) without requiring merchants to migrate platforms. The platform pre-integrates 9+ payment methods (Klarna, Apple Pay, Google Pay, PayPal, Revolut Pay, Bizum, SeQura, MB WAY, Multibanco, IRIS, Cash on Delivery), supports 7+ European languages and currencies, and includes a built-in loyalty program (Simpler Coins) with 1M+ pre-registered shoppers. Core product modules include Plug & Play Payments, One Click Repeat Checkout, Simpler Coins Loyalty, AI-powered Cross-Sell, Checkout Analytics, and omnichannel checkout (mobile, social, in-store via QR codes and checkout links).
The company generates revenue primarily through a volume-based transaction fee starting at 0.1% of GMV processed, with additional fees for chargebacks, currency conversion, fraud management, failover transactions, and custom integration work. Simpler targets SMB and mid-market e-commerce merchants across UK, Italy, Spain, Greece, Portugal, France, and Germany. Go-to-market is product-led with self-serve onboarding (live in 24 hours) on merchant.simpler.so, supplemented by an indirect channel of dev agencies (Relevance Digital, Redcase, Just Online), SaaS platform partnerships, payment provider integrations (Bluesnap, Antom, Klarna, Revolut, PayPal), shipping carriers (Box Now, GLS), and AI assistant partnerships. Distribution is further supported by a developer documentation portal (docs.simpler.so) and a public JavaScript SDK with Platform Interface APIs for custom integrations. As of September 2024, Simpler has 250+ merchant customers, raised €9M in pre-Series A funding from Lamda Development, MMC Ventures, VentureFriends, and VGC Partners, and is positioning itself around an upcoming Checkout as a Service platform for multi-brand retail groups and cross-border expansion.
Simpler firmographics
Firmographics- Name
- Simpler
- Legal name
- Simpler Group Ltd.
- Website
- https://simpler.so
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Simpler is a London-headquartered checkout-as-a-service provider founded in 2020 that offers a one-click, localized checkout platform to European SMB and mid-market e-commerce merchants, integrating 9+ payment methods, shipping carriers, and a built-in loyalty program on top of existing CMS stacks at a 0.1% transaction fee.
- Ownership category
- akta.pro rank
Simpler industry classification
Industry- Product category
- E-commerce Checkout Software
- NAICS
- Sales Financing (52222)
- akta.pro primary industry
- Merchant Acquiring & Processing Platforms (BPAMAFAB)
- akta.pro secondary industries
- Recurring Billing, Subscriptions & Tokenized Payments (CRAFALAH), Processor-Agnostic / White-Label Acquiring Platforms (Acquiring-as-a-Service) (FSAMABAI)
Keywords
Where Simpler is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
Simpler business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Transaction Fee (Primary): Volume-based transaction fee model charging merchants a percentage per successful checkout processed through the platform. Base rate starts at 0.1% of transaction value.
- Checkout Fee (Per Transaction): Fees assessed per funding instrument and transaction characteristics. Different fees may apply depending on payment method selected and additional services used.
- Chargeback Fee: Fee charged when buyers charge back transactions or when payment processor levies related charges on Simpler, offsetting costs associated with disputed purchases.
- Setup/Installation Fee: Custom implementation fees may apply for non-standard integrations requiring custom implementation work, as described in Additional Agreements.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Standard Transaction Fee - 0.1% to 0.5% per transaction |
| Freemium | Monthly | Free Trial - 1 month free |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
Simpler product offering
Product offeringCore offering
Simpler provides a Checkout-as-a-Service (CaaS) platform delivering one-click, unified checkout for European e-commerce merchants. It layers on top of existing CMS platforms (WooCommerce, Magento, PrestaShop, OpenCart, CS-Cart, Shopify) without migration, pre-integrating local payment methods, carriers, languages, currencies, and a built-in Simpler Coins loyalty programme. Merchants go live in 24 hours and pay a 0.1% transaction fee.
Product overview
Simpler is a Checkout-as-a-Service (CaaS) platform that provides a unified, one-click checkout solution for e-commerce merchants. The core product is Simpler Checkout, which layers on top of existing e-commerce platforms (WooCommerce, Magento, PrestaShop, OpenCart, CS-Cart, Shopify) and provides plug-and-play payments, multi-language/multi-currency support, and automatic updates. Key modules include Plug & Play Payments (pre-integrated payment methods including Klarna, PayPal, Apple Pay, Google Pay, Revolut Pay, Bizum, SeQura, MB WAY, Multibanco, IRIS), One Click Repeat Checkout for returning customers, and Simpler Coins Loyalty Programme for customer retention. Additional capabilities include AI-powered cross-sell recommendations, checkout analytics, mobile-first checkout, social commerce integration, in-store checkout (via Links & QR codes), and multi-market European expansion support. The platform is priced at 0.1% transaction fee with live setup in 24 hours on existing stack.
Differentiator
Problem solved
Functional benefit
Brands
- Simpler Coins: Customer loyalty and rewards programme where shoppers earn Simpler Coins for purchases and can redeem them for discounts.
Products and services
- Simpler Checkout (Checkout-as-a-Service platform) Unified, one-click checkout-as-a-service platform for European e-commerce merchants. Layers on top of existing CMS (WooCommerce, Magento, PrestaShop, OpenCart, CS-Cart, Shopify) without migration, providing pre-integrated local payment methods, shipping carriers, languages, currencies, and conversion optimisation. Merchants go live in 24 hours and pay a 0.1% transaction fee.
- Simpler Coins Loyalty Programme Cross-merchant loyalty and rewards programme built into Simpler Checkout, allowing shoppers to earn and redeem Simpler Coins across participating European merchants without extra development work. Provides merchants immediate access to a network of 1M+ loyalty-ready shoppers for repeat purchase activation.
Quantifiable outcome
- 10-30% conversion lift
- +12 more outcomes
Companies that use Simpler
Customer profileNamed customers9 records
Segments4 records
Ideal customer profiles3 records
Simpler technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration19 records
AI capability2 records
Feature7 records
Simpler partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and major.
- MastercardcoreMastercard Reward Program partnership providing 5% instant discount on purchases using Mastercard cards directly. Simpler covers the discount difference on behalf of shoppers, with sellers receiving full product price. Valid for Mastercard direct payments excluding digital wallets and alternative payment methods.
- Dev AgenciesmajorAgency partners fix client checkout gaps in single engagement. Live in 24 hours on existing stack, no migration required. Earn recurring percentage of GMV from every merchant referred.
- E-commerce SaaS PlatformsmajorPlatform partnerships providing merchants one-click checkout without building it themselves. Pre-built integrations with WooCommerce, Magento, PrestaShop, OpenCart, CS-Cart, and Shopify.
- Payment Methods & PSPsmajorPayment service providers integrated with Simpler: Bluesnap, Antom, Klarna, Revolut, PayPal, Apple Pay, Google Pay. Also supports local methods: Iris, Bizum, Sequra, MB WAY, Multibanco, Cash on Delivery.
- Retail GroupsmajorStrategic partnerships for retail groups seeking one checkout solution across every brand and every market.
- Relevance DigitalmajorDigital marketing and CRO agency that recommended Simpler to Funky Buddha as a means of enhancing customer experience and potentially reducing customer acquisition costs by increasing conversion rate.
- RedcasemajorSoftware house partner in Greece that collaborated with Simpler and Pakobazaar for the strategic partnership and platform integration.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
Simpler competitors and assessment
Company assessmentDirect peers
- Bolt: Bolt is a one-click checkout network for online merchants, directly comparable to Simpler's core checkout-as-a-service offering and named explicitly as a competitor in Simpler's materials. Both target SMB/mid-market e-commerce merchants seeking conversion lift.
- Shop Pay (Shopify): Shop Pay is Shopify's one-click checkout for shoppers and merchants, and is the primary named competitor for Simpler. Both deliver accelerated checkout, saved payment methods, and conversion lifts to e-commerce merchants.
- Stripe Checkout: Stripe Checkout is a hosted, pre-built payment page that supports one-click behavior, local payment methods, and global currencies — directly comparable to Simpler's API/hosted checkout product for online merchants.
Emerging players
- Klarna: Klarna is both a BNPL provider integrated into Simpler and a broader checkout/payments competitor (Klarna Checkout). Comparability stems from offering one-click checkout to merchants alongside payment methods, and competing for European merchant relationships.
- Fast: Fast (fast.co) provides one-click checkout for online merchants, comparable to Simpler's one-click checkout product. Both target conversion lift and reduced cart abandonment for SMB/mid-market merchants.
- Primer: Primer is a payment orchestration and checkout optimization platform for merchants, comparable to Simpler's checkout orchestration approach. Both unify multiple PSPs and payment methods behind a single integration for merchants.
Broad incumbents
- PayPal Checkout: PayPal offers Fast Checkout by Guest, Venmo, and saved-payment-method one-click experiences to merchants globally. It overlaps with Simpler's one-click checkout and is integrated as a payment method within Simpler's stack while also competing for the same merchant budget.
- Adyen: Adyen is a global payments platform offering hosted checkout, local payment methods, and acquiring services. It serves larger enterprise merchants but competes for the same European merchant relationships and increasingly offers drop-in checkout features that overlap with Simpler.
- Mollie: Mollie is a European PSP offering payment methods and checkout components to SMB/mid-market merchants. Comparable as a broader incumbent serving the same European merchant segment with multi-method checkout.
Others
- Ravelin Technology: Ravelin is a European-headquartered fintech serving e-commerce merchants with fraud and payments optimization; comparable as an adjacent European merchant-payments technology provider in Simpler's ecosystem and partner/competitor set for merchant wallet share.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Simpler social profiles
Digital presenceSimpler financial estimates
Financial estimateRevenue estimate
Valuation estimate
Simpler leadership team
Management profileNumber of profiles
Profiles1 record
Simpler subsidiaries and ownership
Company hierarchySubsidiaries1 record
Simpler funding detail
Funding detailFunding overview
Funding rounds1 record
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Simpler 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 Simpler
What does Simpler do?
Simpler provides a Checkout-as-a-Service (CaaS) platform delivering one-click, unified checkout for European e-commerce merchants. It layers on top of existing CMS platforms (WooCommerce, Magento, PrestaShop, OpenCart, CS-Cart, Shopify) without migration, pre-integrating local payment methods, carriers, languages, currencies, and a built-in Simpler Coins loyalty programme. Merchants go live in 24 hours and pay a 0.1% transaction fee.
Is Simpler a public or private company?
Simpler is a private company. It is classified as venture growth investor backed and is currently operating.
When was Simpler founded?
Simpler was founded in 2020. It employs 11 to 50 people.
Where is Simpler based?
Simpler is headquartered in London, United Kingdom, in the Europe region.
How does Simpler make money?
Four revenue lines are on record. Transaction Fee (Primary) is the primary driver. The others are checkout Fee (Per Transaction), chargeback Fee and setup/Installation Fee.
Who are Simpler's main competitors?
Direct peers on record are Bolt, Shop Pay (Shopify) and Stripe Checkout. Emerging players are Klarna, Fast and Primer. Broad incumbents are PayPal Checkout, Adyen and Mollie. Ravelin Technology is listed as an others.
Does Simpler have an API?
Yes. Simpler offers a public API and JavaScript SDK for developers to integrate Simpler Checkout into e-commerce platforms. The Platform Interface APIs include: Product Details (/get-product-details), Quote Cart (/quote), Submit Order (/submit), Get Customer (/get-customer), Pickup Stores (/stores), Orders data (/get-orders), Refunds (/refund-order), Products Feed (/get-products-feed), and Webhooks for receiving real-time notifications. The API supports server-side and client-side checkout replacement, webhook handling for asynchronous payment methods, and custom integration via Platform Interface APIs. Documentation available at https://docs.simpler.so/. Developer documentation is at docs.simpler.so.
What industry is Simpler in?
Simpler's product category is E-commerce Checkout Software. Its primary akta.pro industry code is BPAMAFAB, Merchant Acquiring & Processing Platforms, with a secondary code of CRAFALAH, Recurring Billing, Subscriptions & Tokenized Payments. Its NAICS code is 52222.