Virto Commerce
Virto Commerce is a private, bootstrapped software company that sells a composable .NET-based Platform-as-a-Service for enterprise B2B ecommerce — including PIM, CMS, OMS, marketplace, and AI buying features — to large manufacturers, distributors, retailers, and group purchasing organizations across more than 60 countries.
- Company typePrivate
- Founded2011
- HeadquartersLos Angeles, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Virto Commerce does
Virto Commerce is a private software company founded in 2011 and headquartered in Los Angeles, with additional offices in Vilnius (Lithuania), Limassol (Cyprus), and a wider distributed presence across the U.S., Europe, and Latin America. It builds and sells a composable, API-first, cloud-native Platform-as-a-Service for B2B ecommerce, built on Microsoft .NET (most recently upgraded to .NET 10 with the Stable 14 release in early 2026). Its architecture is built around the Atomic Innovation Model, which decomposes commerce into roughly 80 reusable Packaged Business Capabilities (PBCs) covering PIM, CMS, OMS, marketplace, pricing, CPQ, loyalty, and AI features. Deployment is cloud-agnostic across Virto Cloud, private cloud (Azure/AWS/GCP), and on-premises, with over 300 out-of-the-box integrations mediated through Microsoft Logic Apps.
The product portfolio comprises the Commerce Innovation Platform (the core PaaS), the Commerce Engine headless backend, the Virto Marketplace Solution for multi-vendor and GPO-style marketplaces, and Virto Portal for self-service, supplier, manufacturer, distributor, and loyalty portals. A 2025-2026 AI layer adds Virto OZ (an AI assistant and agent-orchestration platform), AI-Native Conversational Buying, AI Content Generator, AI Product Assistant, Smart PO to Order Capture, and an AI Product Recommender and Categorizer. Customers include HEINEKEN (370,000+ B2B users across 25+ countries), Bosch Home Comfort Group (150,000+ loyalty portal users, 210,000+ orders), OMNIA Partners / OPUS (14,000+ public agencies, $35B managed B2B spend), Standaard Boekhandel (25M+ products, 1,500+ daily orders, €200M+ annual sales), Cadillac Europe and KW Parts (4M+ SKUs across 30 countries), De Klok Dranken, Lavazza, Notions Marketing, and others across FMCG, automotive, HVAC, retail, distribution, and public procurement.
Virto operates an enterprise sales-led GTM with direct field sales (VP of Growth, Account Executives, Client Delivery Director) and a global network of implementation and technology partners (delaware, Innovadis, Mardi Gras, Convotis, Ntara, Bambit, Reveation Labs, Xatrix, EPAM, plus integration partners Briqpay, PayTrace, Builder.io, Alumio, Skyflow, Greenwing). Pricing is quote-based and multi-year, with revenue terms not publicly disclosed. The company is bootstrapped and founder-led by Alexander Siniouguine (CEO) and Evgeny Grigul (COO), and reinvests the majority of its profits into technology development. It has been recognized as a Gartner Magic Quadrant Niche Player for Digital Commerce in 2024 and 2025, named in multiple Forrester and IDC landscapes, and holds SOC 2 Type II certification (renewed for the fourth consecutive year).
Virto Commerce firmographics
Firmographics- Name
- Virto Commerce
- Legal name
- Virto Commerce
- Website
- https://virtocommerce.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Virto Commerce is a private, bootstrapped software company that sells a composable .NET-based Platform-as-a-Service for enterprise B2B ecommerce — including PIM, CMS, OMS, marketplace, and AI buying features — to large manufacturers, distributors, retailers, and group purchasing organizations across more than 60 countries.
- Ownership category
- akta.pro rank
Virto Commerce industry classification
Industry- Product category
- B2B Ecommerce Platform
- NAICS
- Software Publishers (5132)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- B2B Marketplaces & Wholesale Platforms (BPAMAGAD)
- akta.pro secondary industries
- B2B/EDI & Supply Chain Process Automation Platforms (HDAEAHAK), B2B/EDI & Partner Integration (BPAMAOAJ)
Keywords
Where Virto Commerce is headquartered
LocationHeadquarters
- HQ city
- Los Angeles
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
Virto Commerce business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Platform Licensing/Subscription: Virto Commerce operates as a Platform-as-a-Service (PaaS) model. The platform is described as providing enterprise-grade flexibility, full ownership, and freedom to evolve. They offer Virto Cloud managed service option as well as self-deployment options.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | Quote-based enterprise pricing |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels7 records
Virto Commerce product offering
Product offeringCore offering
Virto Commerce provides a composable, API-first, cloud-native Platform-as-a-Service (PaaS) for B2B ecommerce built on .NET Core. The platform decomposes commerce into reusable Packaged Business Capabilities (PBCs) through its Atomic Innovation Model (AIM), offering 80+ out-of-the-box features including built-in PIM, DAM, CMS, OMS, advanced B2B workflows, and AI capabilities. It supports cloud-agnostic deployment (Virto Cloud, private cloud, or on-premises) and 300+ integrations via Microsoft Logic Apps middleware.
Product overview
Virto Commerce is a composable, API-first, cloud-native Platform-as-a-Service (PaaS) designed for B2B ecommerce complexity. The portfolio consists of the Commerce Innovation Platform (the core PaaS), Commerce Engine (headless backend), Virto Marketplace Solution (multi-vendor marketplace platform), and Virto Portal (tailored ecommerce portals). Built on .NET Core with 80+ out-of-the-box Packaged Business Capabilities (PBCs), the platform offers Atomic Architecture for modular extensibility. AI capabilities include Virto OZ (AI Assistant), AI-Native Conversational Buying, AI Content Generator, AI Product Assistant, AI Product Recommender, and AI Product Categorization. Supported deployment options include Virto Cloud, private cloud, or on-premises.
Differentiator
Problem solved
Functional benefit
Brands
- Commerce Innovation Platform (CIP): Virto's core composable PaaS platform for B2B ecommerce
- Virto Commerce Engine
- Virto Marketplace
- Virto Portal
- Virto OZ
- Virto Cloud
- OPUS
Products and services
- Commerce Innovation Platform
- Commerce Engine
- Virto Marketplace Solution
- Virto Portal
- Virto Cloud
- Virto Guarantee
Quantifiable outcome
- Reduced order processing time from 4 hours to 5 minutes for Notions Marketing
- +9 more outcomes
Companies that use Virto Commerce
Customer profileNamed customers15 records
Segments5 records
Ideal customer profiles4 records
Virto Commerce technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration38 records
AI capability9 records
Feature9 records
Virto Commerce partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core and minor.
- Luminos LabscoreSystems integrator that partnered with Virto Commerce to deliver the Notions Marketing B2B self-service platform implementation. Specialized in complex ecommerce and digital transformation initiatives with seamless integrations.
- Commerce Operations FoundationminorVirto Commerce is a Founding Member of the Commerce Operations Foundation to advance open standards for modern commerce operations.
- OMNIA PartnerscoreNorth America's largest group purchasing organization collaborated with Virto Commerce to develop OPUS, a cloud-based digital procurement platform serving 14,000+ public agencies across North America. Joint development of procurement marketplace with 7.5+ million SKUs from 630 suppliers.
- delawarecoreGlobal IT consulting company that partnered with Virto Commerce for Standaard Boekhandel implementation. Delaware is a fast-growing global company delivering advanced solutions applying ecosystems of technology partners. Developed custom PIM for Standaard Boekhandel.
- InnovadiscoreImplementation and customer success partner with more than 25 years of experience building IT solutions. Helped De Klok Dranken implement Virto Commerce B2B portal in 3 weeks. Specializes in B2B commerce, ERP integration, and PIM systems.
- Mardi GrascoreImplementation partner selected by KW Parts for their Virto Commerce transformation. Specializes in B2B & B2B2C ecommerce solutions delivering tailored custom implementations for enterprises.
- Reveation LabsminorSpecializes in B2B & B2B2C ecommerce solutions with proven Virto Commerce expertise. Delivers tailored custom implementations ensuring seamless system integration, optimized workflows, and future-proof digital strategies.
- NtaraminorDigital business consulting services provider creating transformative digital solutions in manufacturing, distribution, and retail industries since 1999. Builds digital ecosystems for multichannel businesses.
- BambitminorSwiss software company building outstanding ecommerce solutions. Enables clients to accomplish and excel in digital commerce visions with less time and effort.
- XatrixminorConsulting and systems development company with 24+ years of experience in Mexican market. Specializes in implementation and integration of customized solutions including Web/Mobile applications, B2B Collaboration, Blockchain Supply, and Geospatial/Weather.
- Convotisminor360° IT service provider and Swiss market leader in realization and operation of digital platforms. Services include software and system engineering across industries.
Scale indicators23 records
Recent moves6 records
Expansion highlights7 records
Virto Commerce competitors and assessment
Company assessmentBroad incumbents
- Shopify (Shopify Plus / Shopify B2B): Dominant SaaS commerce platform with a growing B2B arm (Shopify B2B, formerly B2B Market Network). Overlaps with Virto in B2B storefronts, multi-channel retail, and merchant integrations, but serves a broader SMB-to-mid-market base with turnkey SaaS rather than a PaaS model.
- Salesforce Commerce Cloud (Demandware): Enterprise commerce platform within Salesforce's broader CRM/ERP cloud stack. Frequently the incumbent Virto displaces in enterprise B2B deals, especially where unified customer data and CRM-led experience are priorities.
- SAP Commerce Cloud (formerly Hybris): Enterprise commerce platform tied to SAP ERP (explicitly named as a migration source in Virto case studies). Competes with Virto for large enterprise B2B rollouts where SAP stack depth and procurement integration are decisive.
Direct peers
- BigCommerce: Public headless commerce SaaS targeting mid-market and enterprise B2B/B2C merchants. Both Virto and BigCommerce sell into B2B buyers needing multi-storefront, B2B pricing, and headless APIs, with BigCommerce being the more SaaS-led counterpart to Virto's composable PaaS.
- commercetools: Composable commerce pioneer (MACH architecture) competing head-to-head in enterprise B2B/composable RFPs. Both companies sell API-first, headless backends that enterprise retailers/distributors assemble with best-of-breed frontends and integrations.
- Spryker: Composable commerce PaaS focusing on complex B2B, B2B2C, and marketplace models. Direct competitor in enterprise deals where modular PBC-style architecture and complex B2B workflows (tiered pricing, approval flows, marketplaces) are required.
- Sana Commerce: B2B eCommerce platform tightly integrated with ERP systems (Dynamics, SAP, NetSuite). Comparable to Virto on the enterprise B2B procurement-style use case, particularly for distributors and manufacturers with deep ERP dependencies.
- Kibo Commerce: Headless commerce platform with OMS and marketplace capabilities targeted at mid-market and enterprise merchants. Competes with Virto on composable architecture, marketplace features, and B2B portal functionality.
- Optimizely (formerly Episerver): Combined CMS, DXP, and commerce platform serving enterprise B2B and B2C customers. Overlaps with Virto on headless commerce and integration-rich digital experience delivery for enterprise customers.
Emerging players
- Elastic Path: API-first, headless commerce platform targeting enterprise composable commerce initiatives. Closest peer in pure composability/PBC-style architectural philosophy, though typically smaller in scope than Virto's B2B feature set.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Virto Commerce social profiles
Digital presenceVirto Commerce compliance and trust
Trust signalCompliance1 record
Virto Commerce financial estimates
Financial estimateRevenue estimate
Valuation estimate
Virto Commerce leadership team
Management profileNumber of profiles
Profiles12 records
Virto Commerce funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Virto Commerce M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Virto Commerce
What does Virto Commerce do?
Virto Commerce provides a composable, API-first, cloud-native Platform-as-a-Service (PaaS) for B2B ecommerce built on .NET Core. The platform decomposes commerce into reusable Packaged Business Capabilities (PBCs) through its Atomic Innovation Model (AIM), offering 80+ out-of-the-box features including built-in PIM, DAM, CMS, OMS, advanced B2B workflows, and AI capabilities. It supports cloud-agnostic deployment (Virto Cloud, private cloud, or on-premises) and 300+ integrations via Microsoft Logic Apps middleware.
Is Virto Commerce a public or private company?
Virto Commerce is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Virto Commerce founded?
Virto Commerce was founded in 2011. It employs 11 to 50 people.
Where is Virto Commerce based?
Virto Commerce is headquartered in Los Angeles, United States, in the North America region.
How does Virto Commerce make money?
One revenue line is on record: platform Licensing/Subscription.
Who are Virto Commerce's main competitors?
Broad incumbents on record are Shopify (Shopify Plus / Shopify B2B), Salesforce Commerce Cloud (Demandware) and SAP Commerce Cloud (formerly Hybris). Direct peers are BigCommerce, commercetools, Spryker, Sana Commerce, Kibo Commerce and Optimizely (formerly Episerver). Elastic Path is listed as an emerging player.
Does Virto Commerce have an API?
Yes. Virto Commerce offers an API-first, REST & GraphQL architecture with webhooks and an event bus for extensibility. The platform supports cloud-agnostic deployment with full Kubernetes support and zero vendor lock-in. Developers can extend the platform using open APIs, SDKs, CLI tools, and full extensibility. The platform uses modular architecture with independently deployable Packaged Business Capabilities (PBCs). Virto provides an open-source .NET Core codebase available on GitHub (github.com/VirtoCommerce/vc-platform). Documentation is available at docs.virtocommerce.org. Developer documentation is at docs.virtocommerce.org.
What industry is Virto Commerce in?
Virto Commerce's product category is B2B Ecommerce Platform. 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 7372.