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Insite Software

Full company profile

uuid0002qsm

Namestring
Insite Software
Legal namestring
Insite Software
Websiteurl
insitesoft.com
Company typeenum
Private
Founded yearint
2004
Descriptiontext

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.

Short descriptiontext

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.

Operating statusenum
Acquired
Ownership categoryenum
Headcount rangeband
51–100
akta.pro rankint
HeadquartersMinneapolis, United States
HQ citystring
Minneapolis
HQ countrystring
United States
HQ regionstring
North America
Markets served

Serves global market

Keyword5 values
B2B eCommerce platform, Product Information Management, Manufacturing commerce software, Distributor digital commerce, Enterprise commerce platform
Industry2 codes
1B2B Marketplaces & Wholesale Platforms
CodeBPAMAGADPrimaryYes
2B2B/EDI & Supply Chain Process Automation Platforms
CodeHDAEAHAKPrimaryNo
NAICS code1 code
  • Software Publishers5132
SIC code1 code
  • Services-Computer Integrated Systems Design7373
Product category
B2B eCommerce Software
Marketing channels2 records

Each record includes

Title, Type, Stage, Description, Source

Distribution channels1 record

Each record includes

Title, Type, Scope, Target buyer, Description, Source

Cost components5 values
Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
GTM typeB2B
B2B
Offering typeSoftware
Software
Core offering1 text field

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.

Differentiator
Functional benefit
Problem solved
Product overview1 text field

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.

Product and service2 records
1Configured Commerce (formerly InsiteCommerce)
CategoryB2B eCommerce Platform
Description

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.

2Product Information Management (formerly InsitePIM, now Optimizely Product Information Management)
CategoryProduct Information Management
Description

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.

Scale indicator3 records

Each record includes

Type, Value, Description, Source

Recent move6 records

Each record includes

Date, Type, Title, Description, Source

Expansion highlight4 records

Each record includes

Type, Description

Peers10 records
1BigCommerce
TypeDirect peer
Description

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.

2Salesforce Commerce Cloud
TypeBroad incumbent
Description

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.

3commercetools
TypeEmerging player
Description

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.

4OroCommerce
TypeDirect peer
Description

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.

5Akeneo
TypeEmerging player
Description

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.

6Adobe Commerce (Magento)
TypeBroad incumbent
Description

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.

7Shopify Plus
TypeDirect peer
Description

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.

8Kibo Commerce
TypeEmerging player
Description

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.

9Sana Commerce
TypeDirect peer
Description

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.

10Optimizely (Configured Commerce siblings)
TypeBroad incumbent
Description

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.

Market position
Strengths4 records

Each record includes

Headline, Details, Source

Weaknesses4 records

Each record includes

Headline, Details, Source

Competitive moat4 records

Each record includes

Type, Details

Key risks6 records

Each record includes

Headline, Details, Source

Key highlights6 records

Each record includes

Headline, Details, Source

Customer concentration

Classification, Details

Segment2 records

Each record includes

Title, Type, Primary, Description, Pain point addressed, Use case, Source

Ideal customer profile1 record

Each record includes

Profile, Firmographic size, Sales motion, Sales cycle length, Buying structure, Purchase trigger, Buyer persona, Geography, Industry vertical, Primary use case, Description, Pain points, Evidence proof points, Target buyer

Technology focused
Yes
API detail
Has APIbool
No

Docs URL, Description

AI maturity
App detail

Has app

Feature2 records

Each record includes

Title, Differentiator, Description, Source

Core technology
Revenue estimate
Valuation estimate
Number of profiles
Profiles1 record

Each record includes

Name, Designation, Designation category, Overview, Profile commentary, Source

No data
No data
Funding overview

Funding stage, Last funding date, Total funding USD

Funding rounds2 records

Each record includes

Round, Amount USD, Date, Pre money valuation, Total investors, Investors, News

Investors1 record

Each record includes

Name, Type, Date of entry, Rounds participated, Website

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

M&A1 record

Each record includes

Name, Acquisition type, Announced date, Completed date, Status, Website, News

Investment

Each record includes

Name, Round, Announced date, Lead investor, Website, News

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

Insite Software

B2B eCommerce Softwareinsitesoft.com

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.

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

  • B2B eCommerce platform
  • Product Information Management
  • Manufacturing commerce software
  • Distributor digital commerce
  • Enterprise commerce platform

Where Insite Software is headquartered

Location

Headquarters

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 offering

Core 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 profile

Segments2 records

Ideal customer profiles1 record

Insite Software technology and API

Technology

Technology 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 signal

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Insite Software competitors and assessment

Company assessment

Direct 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 presence

Insite Software financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Insite Software leadership team

Management profile

Number of profiles

Profiles1 record

Insite Software funding detail

Funding detail

Funding 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 investment

M&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.

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Live signals
PR NewswireEpiserver Doubles Down on North American and Underserved B2B Markets with Acquisition of Insite SoftwareEpiserver has signed a definitive agreement to acquire B2B commerce leader Insite Software to strengthen its position in the underserved B2B market. This transaction follows Episerver's recent acquisition of Idio and the hiring of new CEO Alex Atzberger, signaling an aggressive investment strategy for 2020. The combination aims to provide a complete B2B solution by integrating Insite's specialized commerce capabilities with Episerver's digital experience platform.PR NewswireInsite Software Announces New Alliance with Member Owned Organization, Affiliated DistributorsInsite Software, a B2B eCommerce solutions provider, announced a new strategic alliance with Affiliated Distributors (AD), positioning its InsiteCommerce platform as AD's preferred eContent B2B commerce solution. The partnership aims to create an integrated eCommerce experience for AD's independent distributor members, building on the fact that over 20 existing Insite customers are also AD members. AD, the largest contractor and industrial products wholesale buying group in North America, serves 800-plus independent member-owners across the U.S., Canada and Mexico with combined annual sales exceeding $40 billion.PR NewswireInsite Software Announces New Product Information Management SolutionInsite Software, a Minneapolis-based provider of B2B eCommerce solutions, announced the launch of InsitePIM, a new cloud-based Product Information Management module for its InsiteCommerce platform. The module enables product-focused teams to efficiently manage product data, digital assets, and catalogs within InsiteCommerce through features including workflows, data imports, governance tools, and asset management. The company positions the solution as an affordable option designed specifically for B2B distribution and manufacturing organizations seeking to improve product data delivery to their customers.PR NewswireInsite Announces Second Year of Engage, its B2B eCommerce User ConferenceInsite Software announced that its annual B2B eCommerce user conference, Engage, will take place from October 14-16, 2019, in Minneapolis. The event features speakers from Red Wing Shoes and other experts, alongside training sessions and networking opportunities for customers in the manufacturing and distribution sectors.PR NewswireInsite Software Announces Major New Enhancements for InsiteCommerceInsite Software, a provider of B2B digital commerce solutions for manufacturers and distributors, announced on June 18, 2019 the launch of InsiteCommerce 4.5.0, the latest version of its eCommerce platform. The new version includes enhancements across six major areas: email list reminders, list sharing for multiple customers, search improvements, bad actor prevention security features, shop by brand enhancements, and integration with inRiver cloud products. The release reflects Insite's approach of continuous product improvement based on customer feedback and B2B commerce innovation.PR NewswireInsite Software Partners with Distributor Data SolutionsInsite Software, a Minneapolis-based provider of B2B digital commerce solutions for manufacturers and distributors, has partnered with DDS (Distributor Data Solutions) as part of DDS's Digital Alliance program. The strategic partnership enables mutual customers to access next-generation product content and data management directly within Insite's eCommerce platform. DDS currently provides eCommerce-ready product content and data management services for the InsiteCommerce platform, serving distributors across electrical, lighting, plumbing, HVAC, and industrial supply sectors.PR NewswireDDS Announces Digital AllianceDDS (Distributor Data Solutions), a provider of e-commerce-ready product content for construction and industrial distribution, has announced the launch of its Digital Alliance program to recognize and recommend service providers focused on online customer experiences in the distribution channel. The program includes partner companies such as IDEA, IMARK Group, Insite Software, ES Tech Group, Snap36, TradeTech Solutions, IMELCO, and Channel Marketing Group, offering e-commerce platforms, ERP/pricing data, product imagery, and marketing consultancy services. DDS serves more than four million products across 880 manufacturer lines for distributors in the Electrical, Lighting, Solar, Plumbing, HVAC, Tool, Industrial Supply and Automation industries.PR NewswireRepresentatives from Insite Software, Buyers Products to Keynote at B2B OnlineInsite Software announced that its founder, Brian Strojny, will co-present a keynote case study with Buyers Products CIO Jim Nerone at the B2B Online conference on April 29, 2019. The presentation details how Buyers Products utilized Insite's digital commerce solutions to enhance personalization, efficiency, and revenues in their B2B eCommerce operations. Insite Software is also sponsoring the event and exhibiting at Booth 101 during the conference held in Chicago.PR NewswireInsite Software Names Verndale as Platinum PartnerInsite Software, a leading provider of B2B eCommerce solutions for manufacturers and distributors, announced that Verndale has been named a Platinum Partner in their partner program. Verndale, which has been working with Insite since 2011, has implemented successful B2B eCommerce experiences across various business models and sectors, employing 15 certified Insite developers and serving more than 20 Insite customers. Both companies stated they expect to strategically collaborate more closely going forward to deliver cost-effective business outcomes and position customers for future growth in B2B commerce.PR NewswireInsite Software to Exhibit at TUG Connects 2019Insite Software, a provider of B2B eCommerce solutions for manufacturers and distributors, will exhibit at TUG Connects 2019 in Minneapolis on March 14, 2019. Co-Founder Brian Strojny will deliver a presentation on upgrading online storefronts for Infor distributors, discussing integration best practices and how to maximize Infor ERP investments for creating best-in-class online experiences. The company will showcase its cloud commerce solution and integration capabilities at Booth #1 in the TUG Connects Marketplace Exhibitor Hall.