What Adventoris does

Adventoris Ltd is a UK-based SaaS company, founded in 2012 and headquartered in Huddersfield, that develops and sells SwiftCloud, a B2B eCommerce ordering platform purpose-built for wholesalers, distributors, manufacturers, and suppliers. The platform consists of nine configurable modules — a core custom-branded B2B mobile app, a B2B web portal, a sales-manager app, an email-ordering engine, a telesales portal, a B2C mobile app, push notifications, purchase-order authorisation, and a quotation module — integrated with clients' ERP systems to support account-specific pricing, cut-off times, complex catalogues, and multi-language trade ordering. Notable platform scale cited by the company includes 218+ B2B clients, 220+ integrated applications, 100,000+ users, 1.5 billion orders processed, and £6 billion in annual client turnover flowing through the system.

The company operates a multi-channel go-to-market combining a direct enterprise sales function, a channel partner network of 33 resellers and referrers, and strategic partnerships including Vision 33 (SAP Gold Partner) for SAP Business One/ByDesign customers and the British Independent Retailers Association (Bira) for a flagship multi-supplier marketplace app serving 6,000+ independent retailers. Distribution is supplemented by App Store and Google Play presence and a 2024 shipping-automation partnership with Shipster (100+ couriers). Marketing relies on content (case studies, blog, video), earned regional press (Prolific North, BusinessCloud, Yorkshire Post), and event sponsorships targeted at the UK and European B2B trade vertical.

Revenue mechanics are subscription-based: fixed monthly SaaS fees per client with module add-ons and historically custom branded-app setup fees; exact pricing is quote-based and not publicly disclosed. The company reported turnover of £2M in 2022 and just under £2.5M in 2023 (a 28% YoY increase and fourth consecutive year of profitable growth). Capitalisation consists of £700k seed (2013, Business Angels + Angel CoFund) and £600k (2017, Mercia/NPIF), plus smaller 2019 and 2021 debt/equity tranches — total disclosed funding under £2M, making the business largely bootstrap-scale from a venture perspective. Enterprise logos include Dole Foodservice UK, A.G. Barr (Irn-Bru), Staedtler, Lakeland Dairies, Tilda Rice, and Fellowes, with a long mid-market and SMB tail across food/drink distribution, building supplies, and stationery. The company is led by co-founders James Clarkson (CEO, ex-KPMG Chartered Accountant) and Aman Shergill (CTO, Systems Architect), with John Lamb as Chairman, and moved to dedicated offices at Folly Hall Mills in 2024 after a decade at the University of Huddersfield's 3M Buckley Innovation Centre.

Name

Adventoris

Legal name

Adventoris Ltd

Website

https://adventoris.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Adventoris develops SwiftCloud, a SaaS B2B eCommerce ordering platform for UK and European wholesalers, distributors, manufacturers, and suppliers, offering custom-branded mobile/web apps, ERP integration, and trade-ordering modules serving 200+ B2B clients.

Ownership category

akta.pro rank

Product category

B2B E-commerce Ordering Software

NAICS

Software Publishers (5132)

akta.pro primary industry

Marketplace Enablement, Seller Tools & E-commerce Infrastructure (BPAMAGAK)

Keywords

• B2B ordering platform
• Trade ordering software
• Mobile order management
• ERP-integrated ecommerce
• Wholesale ordering SaaS

Headquarters

HQ city

Huddersfield

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. SaaS Subscription (Fixed Monthly Fees): Adventoris transitioned to a SaaS model with fixed monthly Software-as-a-Service fees, providing clients with a transparent and predictable pricing structure. The company also previously charged custom app setup fees. The platform supports multiple pricing tiers and modules that clients can add on.
2. Module Add-ons: Additional modules (B2C app, Push Notifications, PO Authorisation, Quotation Module) are available as add-ons to the core B2B ordering platform, generating incremental recurring revenue per client.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

Adventoris develops and sells SwiftCloud, a SaaS-based B2B e-commerce ordering platform that enables wholesalers, distributors, and manufacturers to digitise trade ordering through custom-branded mobile apps, a web portal, and modular add-ons (email ordering, telesales, push notifications, PO authorisation, quotations, B2C module). The platform integrates with customers' existing ERP systems to deliver real-time account-specific pricing, inventory visibility, and 24/7 ordering for trade buyers across the UK and Europe.

Product overview

Adventoris offers SwiftCloud, a configurable SaaS-based B2B eCommerce ordering platform designed for wholesalers, suppliers, and distributors. The platform consists of nine modules: the B2B Mobile App (core product for trade customers to order via smartphones), B2B Web Portal (desktop ordering), Sales Manager App (for field sales teams), Email Ordering (automates email-to-order processing), Telesales Portal (for telephone order handling), B2C Mobile App (to sell to end consumers), Push Notifications (customer communications), PO Authorisation (purchase order approval workflows), and Quotation Module (for quote-to-order workflows). The platform integrates with existing ERP systems and features custom branding, complex pricing, barcode scanning, shopping lists, and multi-language support.

Differentiator

Problem solved

Functional benefit

Brands

• SwiftCloud: B2B eCommerce SaaS platform providing mobile app, web portal, and ordering solutions for wholesalers, suppliers, and distributors. Includes modules for B2B Mobile App, B2B Web Portal, B2B Sales Manager App, B2B Email Ordering, B2B Telesales Portal, B2C Mobile App, Push Notifications, PO Authorisation, and Quotation Module.

Products and services

• SwiftCloud B2B Mobile App Custom-branded native mobile application for B2B ordering that enables trade customers to browse products, check real-time stock availability, view account-specific pricing, scan barcodes, build shopping lists, and place orders 24/7. Distributed via App Store and Google Play, and aimed at wholesalers, distributors, manufacturers, and suppliers seeking to digitise trade ordering.
• SwiftCloud B2B Web Portal Desktop-based ordering portal for customers who prefer to order via computer or laptop, automatically syncing with the mobile app, ERP system and other SwiftCloud modules to provide real-time pricing and inventory.
• SwiftCloud Sales Manager App Productivity tool for sales managers and field sales teams to manage accounts internally or in the field, enabling tracking of performance metrics and facilitating client communication.
• SwiftCloud Email Ordering Module that reads orders sent via email and automatically places them in the back-end ordering system, eliminating manual order entry from email communications.
• SwiftCloud Telesales Portal Digital order-input experience for telesales teams to process telephone orders efficiently, replacing slower manual input methods.
• SwiftCloud B2C Mobile App Consumer-facing mobile app enabling distributors and wholesalers to sell directly to end users, available as an add-on to the B2B app or as a standalone platform.
• SwiftCloud Push Notifications Customisable communication tool for sending push notifications to customers about special offers, new stock, seasonal promotions, and inactivity triggers.
• SwiftCloud PO Authorisation Module that requires orders above a configurable value threshold to be approved by management before processing, ensuring financial controls over large trade orders.
• SwiftCloud Quotation Module Module that allows customers to build orders and request quotes rather than immediate checkout, with suppliers able to update quoted prices and send for customer approval before processing.

Quantifiable outcome

• Orders placed through SwiftCloud are 41% higher in value than average for all orders (Dayla Drinks case study)
• +10 more outcomes

Named customers24 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature19 records

Partnerships

Five partnerships are on record, tiered core, flagship and minor.

• ShipstercoreTechnology or Integration · 2 July 2024Strategic partnership announced July 2024 between SwiftCloud and Shipster, a Manchester-based custom eCommerce Shipping Integration Platform. Shipster's 100+ courier integrations and shipping automation capabilities are offered to SwiftCloud clients, while Shipster's clients gain access to SwiftCloud's B2B eCommerce ordering capabilities. CEO James Clarkson stated the partnership aligns with SwiftCloud's commitment to innovative SaaS solutions. Tony Cheetham (Shipster MD) described it as convergence of leading B2B ecommerce and shipping integration technologies.
• Vision 33coreChannel Partner/ Reseller/ Distributor · 1 January 2023Partnership deal with Vision 33, an SAP Gold Partner and one of the largest implementation partners for SAP Business One and SAP ByDesign. Vision 33 offers SwiftCloud to its ERP client base as a fully integrated solution. Two clients (AFAK Trading and AR Wholesale) already onboarded through the partnership. Faisal Saeed (AFAK) noted increased order volume since starting to use SwiftCloud.
• British Independent Retailers Association (Bira)flagshipChannel Partner/ Reseller/ DistributorSwiftCloud launched the first ever multi-supplier app for Bira, allowing its 6,000+ independent retail members to shop from multiple suppliers (STAX, Draper Tools, LG Harris, Toolstream, Dulux, JVL, Dexam, Eddingtons, and others) within one platform. Over 450 Bira members registered at launch. Described as a flagship/milestone project by CEO James Clarkson — 'heralds a new era of opportunity' for multi-supplier B2B ecommerce.
• Channel Partner / Reseller NetworkcoreChannel Partner/ Reseller/ Distributor33 resellers and referrers on board as of 2023 as part of Adventoris's growing channel partner programme. Matthew Pinel appointed as Head of Partnerships to oversee the programme. The programme is described as an integral part of the business for opening new sales channels and reaching new customers.
• 3M Buckley Innovation Centre (University of Huddersfield)minorStrategic or Co-development PartnerAdventoris was based at the 3M Buckley Innovation Centre at the University of Huddersfield for a decade before spinning out. The company transitioned to its own premises at Folly Hall Mills in 2024. The University of Huddersfield was referenced in press coverage as the origin facility.

Scale indicators12 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Salesforce Commerce Cloud (B2B): Salesforce Commerce Cloud (formerly Demandware / CloudCraze) powers large B2B and B2C commerce operations for global enterprises with complex pricing and account hierarchies — a broad incumbent occupying the same B2B commerce category as SwiftCloud.
• Shopify (B2B / Shopify Plus): Shopify Plus with its B2B features (wholesale pricing, draft orders, Shop Pay for B2B) provides an end-to-end commerce platform used by wholesalers and brands; a much broader competitor that overlaps with SwiftCloud for buyers who want a single-vendor stack.
• Adobe Commerce (Magento): Adobe Commerce / Magento Open Source is a widely used B2B and B2C commerce platform with extensions for custom pricing, B2B portals, and ERP integration, serving many of the same wholesalers and manufacturers as Adventoris.

Regional players

• Shopware: Shopware is a European-headquartered (Germany) B2B/B2C commerce platform with strong B2B features and ERP integrations, making it a direct functional peer to Adventoris that primarily competes across Europe rather than in the UK specifically.

Direct peers

• Sana Commerce: Sana Commerce provides B2B e-commerce platforms deeply integrated with Microsoft Dynamics and SAP ERPs, serving wholesalers, distributors, and manufacturers — a near-exact functional analogue to Adventoris's SwiftCloud, including custom pricing, complex catalogues, and ERP-driven order capture.
• Kibo Commerce: Kibo (formerly Mozu) provides a headless B2B and B2C commerce platform with custom pricing and ERP integrations, targeting retailers, wholesalers, and manufacturers — comparable to SwiftCloud's configurability and integration focus.
• Pepperi: Pepperi is a B2B mobile sales/ordering platform for wholesalers, distributors, and manufacturers, with branded mobile apps, complex pricing, catalogue management, and ERP integration — matching Adventoris's core use case of mobile-first B2B ordering by trade customers.
• Handshake (Shopify): Handshake is a B2B commerce platform (acquired by Shopify) purpose-built for wholesalers and distributors with custom catalogues and pricing; it competes head-on with SwiftCloud's mobile/web ordering proposition for trade customers.
• NuORDER (Lightspeed): NuORDER is a B2B wholesale ordering platform serving brands, distributors, and retailers with mobile ordering and ERP integration — overlapping directly with Adventoris's SwiftCloud trade-ordering workflow.
• BigCommerce (B2B Edition): BigCommerce's B2B Edition offers wholesalers and manufacturers custom price lists, quote management, and ERP connectors — overlapping with SwiftCloud's B2B ordering, pricing, and quotation functionality.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/SwiftCloud
• LinkedInlinkedin.com/company/2763682
• Facebookfacebook.com/Adventoris

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds4 records

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Adventoris