Insite Software
Insite Software, founded in 2004 in Minneapolis and now operating as Optimizely's Configured Commerce product line, provides a configurable B2B eCommerce platform with deep ERP and PIM integration for manufacturers and distributors, distributed via a global partner network.
- Company typePrivate
- Founded2004
- HeadquartersMinneapolis, United States
- Headcount51–100
- GTM typeB2B
- OfferingSoftware
What Insite Software does
Insite Software was a Minneapolis-based B2B eCommerce software provider founded in 2004 that built commerce technology for manufacturers, distributors, and retailers operating complex, multi-channel selling environments. Its core offering was a configurable cloud-based commerce platform (originally InsiteCommerce, rebranded as Configured Commerce following the Optimizely acquisition) engineered around deep integration architecture connecting storefronts to ERP, PIM, and other backend business systems. The company's distinguishing technical emphasis was configurability and extensibility rather than out-of-the-box templates, positioning it as a fit for mid-market and enterprise manufacturers/distributors with non-standard brand, catalog, and integration requirements. It also offered a cloud-based Product Information Management solution (originally InsitePIM, rebranded as Optimizely Product Information Management) that integrated directly with the commerce platform to manage catalog data acquisition and curation.
The company monetized through enterprise B2B SaaS licensing (specific pricing is not publicly disclosed) and was distributed primarily via a partner/reseller channel. Following its acquisition by Optimizely, the company's products were folded into Optimizely's broader commerce portfolio and now reach market through Optimizely's global network of over 800 implementation and reseller partners serving more than 8,000 companies worldwide. Pre-acquisition growth capital came from two disclosed Volition Capital rounds totaling approximately $18.3M (2015 and 2018), and Insite made a tuck-in acquisition of Storyworks1 in December 2015. As a now wholly-owned product line within Optimizely, Insite's independent operating metrics are no longer reported, and current revenue, headcount trend, and product investment cadence specific to the Configured Commerce line are not disclosed in the source material.
Insite Software firmographics
Firmographics- Name
- Insite Software
- Legal name
- Insite Software
- Website
- https://insitesoft.com
- Company type
- Private
- Founded year
- 2004
- Operating status
- Acquired
- Headcount range
- 51–100 employees
- Short description
- Insite Software, founded in 2004 in Minneapolis and now operating as Optimizely's Configured Commerce product line, provides a configurable B2B eCommerce platform with deep ERP and PIM integration for manufacturers and distributors, distributed via a global partner network.
- Ownership category
- akta.pro rank
Insite Software industry classification
Industry- Product category
- B2B eCommerce Software
- NAICS
- Software Publishers (5132)
- SIC
- Services-Computer Integrated Systems Design (7373)
- akta.pro primary industry
- B2B Marketplaces & Wholesale Platforms (BPAMAGAD)
- akta.pro secondary industry
- B2B/EDI & Supply Chain Process Automation Platforms (HDAEAHAK)
Keywords
Where Insite Software is headquartered
LocationHeadquarters
- HQ city
- Minneapolis
- HQ country
- United States
- HQ region
- North America
Markets served
Insite Software business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Distribution channels1 record
Marketing channels2 records
Insite Software product offering
Product offeringCore offering
Insite Software sells a configurable B2B e-commerce platform (Configured Commerce, formerly InsiteCommerce) built for enterprise manufacturers and distributors, featuring brand-customizable storefronts, scalable architecture, and deep integration with ERP, PIM, and other backend business systems. It also offers a cloud-based Product Information Management (PIM) module that integrates with Configured Commerce to manage catalog and product data acquisition and curation.
Product overview
Insite Software (now part of Optimizely) offered a platform-plus-modules architecture consisting of two primary products: Configured Commerce (formerly InsiteCommerce) — a configurable e-commerce platform for manufacturers and distributors — and Product Information Management (formerly InsitePIM) — a cloud-based PIM solution that integrates with Configured Commerce to manage product catalog data. Both products have been rebranded under the Optimizely portfolio following acquisition.
Differentiator
Problem solved
Functional benefit
Products and services
- Configured Commerce (formerly InsiteCommerce) A configurable B2B e-commerce platform designed for enterprise manufacturers and distributors, featuring brand-customizable storefronts, scalable architecture, and deep integration with ERP, PIM, and other backend business systems to drive efficiency and increase revenue.
- Product Information Management (formerly InsitePIM, now Optimizely Product Information Management) A cloud-based Product Information Management solution that integrates seamlessly with Configured Commerce, allowing small teams to quickly set up catalog and product data requirements and manage the data acquisition and curation process.
Companies that use Insite Software
Customer profileSegments2 records
Ideal customer profiles1 record
Insite Software technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Insite Software partnerships and signals
Strategic signalScale indicators3 records
Recent moves6 records
Expansion highlights4 records
Insite Software competitors and assessment
Company assessmentDirect peers
- BigCommerce: Publicly traded B2B and B2C commerce platform with strong enterprise and mid-market presence; competes directly with Configured Commerce for manufacturer and distributor deals, with overlapping headless, multi-storefront, and ERP-integration capabilities.
- OroCommerce: Open-source B2B eCommerce platform built on Oro's CRM/application framework; targets manufacturers, distributors, and wholesalers with configurable storefronts and quote-to-order workflows — a focused B2B alternative to Configured Commerce.
- Shopify Plus: Enterprise tier of Shopify that has expanded aggressively into B2B commerce (Shopify B2B) with features like wholesale channels and draft orders; competes head-on with Configured Commerce in the mid-market and upper-mid-market manufacturer/distributor segment.
- Sana Commerce: ERP-native B2B commerce platform purpose-built for manufacturers and distributors (deep SAP, Microsoft Dynamics, and Oracle NetSuite integrations) — directly competes with Configured Commerce on the integration-centric value proposition.
Broad incumbents
- Salesforce Commerce Cloud: Cloud commerce platform from Salesforce that serves both B2B and B2C enterprise customers; competes at the high end of the manufacturer/distributor segment where customers are standardizing on the Salesforce ecosystem.
- Adobe Commerce (Magento): Enterprise commerce platform within Adobe Experience Cloud; a long-established incumbent for manufacturers and distributors with deep customization, particularly where Adobe's broader experience platform is in play.
- Optimizely (Configured Commerce siblings): Owning company and DXP platform that includes Configured Commerce alongside CMS, experimentation, and personalization; an internal reference point since Configured Commerce now competes with other commerce offerings inside the same portfolio.
Emerging players
- commercetools: Headless, API-first commerce platform used by enterprises to build composable commerce solutions; increasingly chosen by manufacturers and distributors for composable architectures and competes with Configured Commerce on flexibility and modern integration patterns.
- Akeneo: Product Information Management (PIM) vendor that directly competes with the rebranded Optimizely Product Information Management offering; relevant peer on the PIM half of the Insite product bundle.
- Kibo Commerce: Unified commerce platform (OMS + eCommerce) targeting mid-market and enterprise B2B and B2C customers; offers similar B2B-specific features and competes for the same manufacturer and distributor mid-market segment.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Insite Software social profiles
Digital presenceInsite Software financial estimates
Financial estimateRevenue estimate
Valuation estimate
Insite Software leadership team
Management profileNumber of profiles
Profiles1 record
Insite Software funding detail
Funding detailFunding overview
Funding rounds2 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Insite Software M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Insite Software
What does Insite Software do?
Insite Software sells a configurable B2B e-commerce platform (Configured Commerce, formerly InsiteCommerce) built for enterprise manufacturers and distributors, featuring brand-customizable storefronts, scalable architecture, and deep integration with ERP, PIM, and other backend business systems. It also offers a cloud-based Product Information Management (PIM) module that integrates with Configured Commerce to manage catalog and product data acquisition and curation.
When was Insite Software founded?
Insite Software was founded in 2004. It employs 51 to 100 people.
Where is Insite Software based?
Insite Software is headquartered in Minneapolis, United States, in the North America region.
Who are Insite Software's main competitors?
Direct peers on record are BigCommerce, OroCommerce, Shopify Plus and Sana Commerce. Broad incumbents are Salesforce Commerce Cloud, Adobe Commerce (Magento) and Optimizely (Configured Commerce siblings). Emerging players are commercetools, Akeneo and Kibo Commerce.
Does Insite Software have an API?
No public API is recorded for Insite Software.
What industry is Insite Software in?
Insite Software's product category is B2B eCommerce Software. Its primary akta.pro industry code is BPAMAGAD, B2B Marketplaces & Wholesale Platforms, with a secondary code of HDAEAHAK, B2B/EDI & Supply Chain Process Automation Platforms. Its NAICS code is 5132 and its SIC code is 7373.