Fulfil

What Fulfil does

Fulfil is a cloud-based enterprise resource planning (ERP) platform purpose-built for direct-to-consumer and Shopify Plus brands in the $5M to $1B revenue range. Founded in 2015 by ex-ERP consultants led by CEO Sharoon Thomas, the company is headquartered in San Francisco, remains bootstrapped and cash-flow positive, and operates with 51-100 employees. The platform unifies operations modules (Order Management, Inventory Management, Warehouse Management, Purchasing, Manufacturing) and financials modules (Revenue Recognition with ASC 606/IFRS 15 compliance, Accounts Receivable, Accounts Payable, General Ledger, Budgets, Fixed Assets) into a single system with native integrations to 25+ sales channels including Shopify, Amazon, TikTok Shop, Walmart, Faire, and 500+ EDI retailers, plus 400+ 3PLs. Its technology foundation is a webhook-based architecture enabling 2-second order sync, SOC 2 Type II compliance on Google Cloud infrastructure, and a 100% open API with BigQuery data export.

Fulfil's commercial model is a quote-based SaaS subscription targeting enterprise and mid-market DTC operators, with around-the-clock support and named success managers. Most brands go live in 6-8 weeks, materially faster than NetSuite or SAP implementations. The company's customer base spans cookware (HexClad at 150,000 monthly orders), consumer electronics accessories (dbrand), home goods (Caraway), accessories (The Ridge), jewelry (Mejuri), apparel (Kotn, Complex NTWRK), wellness (Grüns), and others, with cumulative annual GMV processed exceeding $10B and daily orders exceeding 100,000. In 2025 Fulfil launched an AI Platform comprising natural-language product setup, AI-powered reorder points, OCR invoice processing, and Fulfil MCP connecting Claude and ChatGPT to the platform. In March 2026 it announced a partnership with Kroger to pilot an automated micro-fulfillment solution, extending the platform's reach beyond DTC into enterprise retail/grocery operations. The company has earned multiple G2 Summer 2026 designations including Momentum Leader and Fastest Implementation, plus a TikTok Shop Rising Star Award.

Name

Fulfil

Legal name

Fulfil, Inc.

Website

https://fulfil.io

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

51–100 employees

Short description

Fulfil is a cloud-based ERP platform built for Shopify Plus and DTC brands doing $5M to $1B in revenue, unifying inventory, order, warehouse, manufacturing, financial, and AI workflows with native integrations to 25+ sales channels, 400+ 3PLs, and 500+ EDI retailers. It serves enterprise and mid-market operators across fashion, beauty, home, jewelry, cookware, and consumer goods verticals.

Ownership category

akta.pro rank

Product category

Cloud ERP Software for DTC Commerce

NAICS

Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518210), Custom Computer Programming Services (541511)

SIC

Services-Prepackaged Software (7372), Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Retail ERP (Merchandising, POS Back Office) (HDAEAEAD)

akta.pro secondary industry

Distribution & Wholesale ERP (Inventory, Order, Warehouse) (HDAEAEAC)

Keywords

• ERP software platform
• DTC ecommerce operations
• Order management software
• Warehouse management system
• Inventory management software

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

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 ERP Subscription: Subscription-based ERP software with all-included features. Pricing appears quote-based for brands doing $5M to $1B. All channel integrations included with subscription. Customers pay marketplace fees directly (Amazon referral fees, Etsy listing fees) but no extra Fulfil charges for channel integrations.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

Fulfil is a cloud-based ERP (Enterprise Resource Planning) platform built specifically for Shopify Plus DTC brands doing $5M to $1B in revenue. The platform unifies Order Management, Inventory Management, Warehouse Management, Purchasing, Manufacturing, and full financials (Revenue Recognition, AR/AP, General Ledger) with native integrations to 400+ 3PLs and 25+ sales channels. AI is built throughout the platform for natural-language setup, intelligent routing, reorder recommendations, and querying via Claude/ChatGPT through Fulfil MCP.

Product overview

Fulfil is a cloud-based ERP (Enterprise Resource Planning) platform designed specifically for Shopify Plus brands and direct-to-consumer (DTC) businesses. The platform operates as a unified system with integrated modules covering operations (Order Management, Inventory Management, Warehouse Management, Purchasing, Manufacturing) and financials (Revenue Recognition, Accounts Receivable, Accounts Payable, General Ledger, Budgets, Fixed Assets). The platform layer includes integrations with 500+ sales channels and EDI retailers, a 100% Open API, Data Warehouse (BigQuery), Reporting & Analytics, Automation, and an AI Platform with MCP (Model Context Protocol) integration for Claude and ChatGPT. Industry-specific solutions are available for Fashion & Apparel, Home & Living, Beauty & Wellness, Sleep & Bedding, Jewelry & Accessories, and CPG Brands. The system processes over $10B+ in annual GMV for customers including HexClad, dbrand, Grüns, The Ridge, Caraway, and Kotn.

Differentiator

Problem solved

Functional benefit

Products and services

• Fulfil ERP Platform A unified cloud-based ERP platform for Shopify Plus DTC brands doing $5M to $1B in revenue, consolidating inventory, fulfillment, finance, and AI capabilities. Includes modules for Order Management, Inventory Management, Warehouse Management, Purchasing, Manufacturing, Revenue Recognition, Accounts Receivable, Accounts Payable, General Ledger, Budgets, and Fixed Assets. Subscription-based with all-included pricing and 6-8 week implementation.
• Fulfil AI Platform

Quantifiable outcome

• Reduced stockouts from 200-500/day to 1-2/day (dbrand)
• +9 more outcomes

Named customers18 records

Segments7 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration98 records

AI capability12 records

Feature9 records

Partnerships

16 partnerships are on record, tiered flagship and core.

• KrogerflagshipStrategic or Co-development Partner · 18 March 2026Kroger is partnering with Fulfil to pilot an automated micro-fulfillment solution at a US West Coast location. This partnership addresses gaps in Kroger's existing Ocado automated fulfillment center network, which currently struggles to deliver orders within 1-3 hours unlike competitors Amazon and Walmart. Industry observers view the partnership as a timely strategic response given intensifying competition in the online grocery market.
• ShopifycoreTechnology or IntegrationOfficial Shopify app with complete ecosystem support including POS, Markets, Collective, B2B, returns, tax, and metafields. Native integration with Shopify Plus for brands doing $5M-$1B revenue.
• AmazoncoreTechnology or IntegrationAmazon Selling Partner API integration with FBA as a warehouse, all 23 global marketplaces, multi-region support, automated settlement reconciliation, and pan-European FBA support.
• TikTok ShopcoreTechnology or IntegrationNative TikTok Shop API integration for US and global shops with listing discovery, order and payout import, TikTok Shipping labels, and multi-location inventory support.
• ShipBobcoreTechnology or IntegrationNative integration with ShipBob 3PL for outsourced warehousing and fulfillment. Orders route automatically based on business rules.
• ShipMonkcoreTechnology or IntegrationNative integration with ShipMonk 3PL for order fulfillment and inventory sync.
• StripecoreTechnology or IntegrationStripe payment gateway integration with payout reconciliation and automatic fee allocation for DTC operations.
• Walmart MarketplacecoreTechnology or IntegrationWalmart Marketplace integration for seller-fulfilled and WFS orders, multi-location inventory export, listing discovery, and two-day/three-day shipping compliance.
• FairecoreTechnology or IntegrationDirect wholesale platform integration with accurate wholesale accounting, Net 30/60 terms, payout and fee reconciliation, and actual vs estimated shipping cost tracking.
• Google CloudcoreTechnology or IntegrationInfrastructure provider. Data encrypted at rest with multiple US data centers on Google Cloud.
• BigQuerycoreTechnology or IntegrationFull BigQuery dataset export available for customers. Data warehouse integration for data-driven decisions.
• FedExcoreTechnology or IntegrationMulti-carrier shipping integration with rate shopping and label generation directly from Fulfil.
• UPScoreTechnology or IntegrationMulti-carrier shipping integration with rate shopping and automated label generation.
• USPScoreTechnology or IntegrationMulti-carrier shipping integration with rate shopping and automated label generation.
• DHLcoreTechnology or IntegrationMulti-carrier shipping integration with rate shopping and automated label generation.
• Amazon MCFcoreTechnology or IntegrationAmazon Multi-Channel Fulfillment integration for routing orders through FBA network, including TikTok Shop order fulfillment with special handling for TikTok-specific requirements.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Others

• Shopify (Shopify Magic / Shopify ERP efforts):

Direct peers

• Cin7: Cloud inventory and order management platform serving product-based SMB and mid-market brands across multiple sales channels. Closely comparable to Fulfil's OMS/inventory core, though Cin7 historically targets smaller customers and broader verticals while Fulfil focuses on the Shopify Plus DTC segment.
• Brightpearl: Retail-first ERP and accounting platform acquired by Sage, purpose-built for omnichannel retailers and DTC brands. Competes head-to-head with Fulfil for Shopify Plus brands needing integrated inventory, order management, and financials with quick implementation.

Emerging players

• Zoho Inventory / Zoho Books: Suite of SMB-focused business apps including inventory management and accounting. Comparable to Fulfil on multi-channel order management for small sellers, but lacks the manufacturing, WMS depth, and enterprise DTC capabilities Fulfil targets at $5M-$1B brands.
• Odoo: Open-source modular ERP with inventory, manufacturing, eCommerce, and accounting apps targeting SMBs globally. Competes with Fulfil on price and modularity, but lacks Fulfil's depth in DTC-specific channels (Shopify Plus, TikTok Shop, Amazon MCF) and pre-built EDI/3PL integrations.

Broad incumbents

• Acumatica: Cloud ERP platform for small-to-mid-market with distribution, manufacturing, and commerce editions. Serves comparable customer sizes to Fulfil but is more general-purpose; used as a NetSuite alternative for cost-conscious buyers, less commerce-native than Fulfil.
• SAP Business One / S/4HANA Commerce: Enterprise ERP suite with commerce add-ons for larger brands and manufacturers. Fulfil positions against SAP on complexity and cost; SAP competes on global multi-entity support, deep manufacturing, and enterprise compliance — areas where Fulfil is still building maturity.
• NetSuite (Oracle): Oracle's flagship cloud ERP suite and Fulfil's most frequently cited competitor. Targets mid-market and enterprise with broad financials, CRM, and commerce modules; Fulfil differentiates against NetSuite on DTC-specific workflows, implementation speed (6-8 weeks vs 6-12 months), and native commerce/3PL integrations without Celigo middleware.
• Microsoft Dynamics 365 Business Central: Microsoft's mid-market ERP with commerce integrations and Office 365-native workflows. Competes with Fulfil for the upper mid-market DTC brand moving from QuickBooks or entry-level accounting; differentiated by Microsoft ecosystem stickiness rather than DTC-specific workflows.

Regional players

• Extensiv (formerly ShipStation/3PL Central): 3PL and fulfillment software platform connecting brands with warehousing partners — Fulfil lists Extensiv as a native 3PL integration. Competes adjacently rather than directly; Fulfil's brand-side ERP is a complement to Extensiv's 3PL-side warehouse orchestration.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/fulfilio
• LinkedInlinkedin.com/company/10036659

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds1 record

Investors1 record

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 Fulfil