Occtoo

What Occtoo does

Occtoo is a Malmö, Sweden-based SaaS company founded in 2019 by Niclas Mollin (CEO) and Jimmy Ekbäck (CTO, previously founder/CTO of inRiver PIM) that operates a Product Orchestration Engine — an Experience Data Platform positioned as the 'new approach to PIM.' The platform is built cloud-native on Microsoft Azure with MACH-certified architecture (Microservices, API-First, Cloud-Native, Headless), and Occtoo was one of the first 10 companies globally to receive MACH Alliance certification. Instead of storing product data in a single repository like a traditional PIM, Occtoo connects and activates data from ERP, PIM, DAM, CRM, supplier feeds, and commerce platforms, then distributes it through purpose-built Experience APIs with 200ms response times to any frontend, marketplace, or partner channel.

The product surface consists of the core Product Orchestration Engine, the no-code Occtoo Studio workspace, Experience APIs, Partner Zone for reseller data sharing, an AI Gateway that connects to customer-provided LLMs, and an MCP Server that exposes product data to AI agents for agentic commerce. The platform is targeted at enterprise retailers and brands across luxury (Cartier), outdoor (Fjällräven), home (Nordic Nest), eyewear (GrandVision, 7000+ stores), food and beverage (Alpro/Danone), and fashion (MQ Marqet), with a documented go-to-market that combines product-led growth (14-day free trial, self-serve developer plan) with enterprise field sales and an agency partner channel.

Occtoo monetizes through usage-based SaaS subscriptions priced by destination type (Dynamic, Multi-consumer, Static, Enterprise), with unusually short three-month standard contracts that lower entry friction. The company has raised approximately €6.7M in total disclosed funding across a December 2020 seed (€2.1M from Industrifonden and 42CAP) and a November 2022 round (€4.6M led by Newion). Headcount is in the 11-50 range, and the company has received third-party validation including Deloitte Technology Fast 50 Sweden 2023 and CMS Critic Best Digital Experience Composition.

Name

Occtoo

Legal name

Occtoo AB

Website

https://occtoo.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Occtoo is a Malmö-based SaaS company operating a Product Orchestration Engine that unifies product data from ERP, PIM, DAM, and CRM systems into real-time Experience APIs. It serves enterprise retailers and brands including Cartier, Nordic Nest, and Fjällräven via usage-based pricing.

Ownership category

akta.pro rank

Product category

Product Orchestration Platform

NAICS

Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182), Software Publishers (51321)

SIC

Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Embedded & OEM Analytics (HDAEAMAC)

Keywords

• Product orchestration engine
• Experience data platform
• Headless commerce APIs
• Composable commerce data
• Product information management

Headquarters

HQ city

Malmö

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SaaS Subscription (Usage-based): Usage-based payment model where customers pay based on how much they use the platform. Standard contracts are only three months. Multiple pricing tiers based on destination types (Dynamic, Multi-consumer, Static, Enterprise).

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Occtoo is a cloud-native SaaS Product Orchestration Engine that unifies product, media, and behavioral data from ERP, PIM, DAM, CRM, supplier feeds, and commerce platforms into purpose-built Experience APIs. Digital teams use the no-code Occtoo Studio workspace to model, enrich, and distribute product data in real time across any channel — including websites, mobile apps, in-store tools, marketplaces, and AI agents — without writing integration code.

Product overview

Occtoo is a Product Orchestration Engine - a single unified cloud-native SaaS platform for unifying, segmenting, enriching, and activating product data. The core Occtoo Product Orchestration Engine connects data from ERP, PIM, DAM, CRM and other backend systems, making it available through purpose-built Experience APIs. Occtoo Studio is the no-code workspace where business users connect data sources, build cards combining data from multiple sources, and create destinations/APIs without coding. Partner Zone is an add-on for sharing product content with resellers. Occtoo Start 1-2-3 provides guided onboarding, and the MCP Server enables AI agent integration. The platform positions itself as the new approach to PIM, replacing slow point-to-point integrations with real-time data activation.

Differentiator

Problem solved

Functional benefit

Products and services

• Occtoo Product Orchestration Engine A cloud-native SaaS platform that unifies data and assets from CRM, PIM, DAM, ERP, supplier feeds, and other backend systems with behavioral and contextual data, enabling digital teams to create real-time Experience APIs without coding and launch digital experiences for any channel faster and at lower cost.
• Occtoo Studio A no-code web-based workspace where business users connect to data sources, shape and combine product and media data, manage assets, collaborate with teams, and publish to Experience API destinations — all without writing code or building integrations.
• Partner Zone A reseller/distributor enablement module that lets brands share product catalogs, media, and campaign assets with partners from one place, with partner access, requests, and content distribution built in.
• Occtoo MCP Server A Model Context Protocol (MCP) server that allows AI agents to query and consume Occtoo's structured product data, enabling agentic commerce workflows where AI assistants discover, recommend, and transact on products.

Quantifiable outcome

• Launch products faster - Nordic Nest achieved same speed of execution they had when smaller, enabling continued growth
• +5 more outcomes

Named customers7 records

Segments6 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

AI capability6 records

Feature10 records

Partnerships

Five partnerships are on record, tiered core.

• NoA IgnitecoreImplementation/ SI/ Consulting Partner · 1 January 2023Agency partner that helped Outfit International implement their new e-commerce platform using Occtoo's Experience Data Platform.
• MACH AlliancecoreTechnology or Integration · 1 November 2020Occtoo is a founding member of MACH Alliance, one of the first 10 companies globally to receive MACH certification validating their microservices, API-first, cloud-native, headless architecture.
• Agency PartnerscoreChannel Partner/ Reseller/ DistributorNetwork of agency partners who implement Occtoo solutions for end customers. Partners have access to Occtoo Studio and developer resources.
• Technology PartnerscoreTechnology or IntegrationEcosystem of technology partners including Newstore, commercetools, Centra, Brink, and other platforms that integrate with Occtoo's Experience Data Platform.
• Microsoft AzurecoreTechnology or IntegrationOcctoo is built on Microsoft Azure cloud infrastructure, providing the foundation for their cloud-native SaaS platform.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Bloomreach: Larger digital experience platform combining commerce, content, and personalization; overlaps with Occtoo's experience API and merchandising use cases but as part of a much broader suite.
• Amplience: Headless CMS and DAM vendor serving enterprise retail and brand customers; comparable architecture and overlapping DAM/content orchestration use cases for the same buyer.
• Stibo Systems: Established enterprise PIM/MDM vendor with a long-standing large-customer base; comparable master data management footprint but with a heavier, more traditional deployment model.

Direct peers

• Syndigo: US-based product content and syndication platform serving CPG and retail; overlaps with Occtoo's PIM-adjacent product data activation use cases.
• Pimcore: Austrian PIM/MDM platform with broad enterprise footprint; competes in the same product data management category with an open-core model.
• Akeneo: French-headquartered PIM and Product Data SaaS vendor targeting the same enterprise retailers and brands; competes head-to-head with Occtoo's positioning as the next-generation PIM alternative.
• inRiver: Swedish PIM vendor founded by Jimmy Ekbäck, Occtoo's current CTO — direct lineage competitor and the established player Occtoo was effectively built to disrupt.
• Salsify: US-based Product Experience Management platform serving global brands and retailers; closest US competitor in the PIM-to-activation category Occtoo is repositioning.

Emerging players

• Contentful: Headless CMS with comparable MACH-style architecture and developer-led go-to-market; overlaps on experience API and content orchestration but skews toward content rather than product data.

Others

• commercetools: Composable commerce platform that is both an ecosystem partner (Occtoo has commercetools formatters) and an adjacent infrastructure layer that could subsume some orchestration responsibilities over time.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• GitHubgithub.com/Occtoo
• LinkedInlinkedin.com/company/occtoo
• Instagraminstagram.com/teamocctoo
• Facebookfacebook.com/occtoo

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds2 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 Occtoo