What HubSoft does

HubSoft is a privately held B2B eCommerce and wholesale order management platform founded in 2006 and headquartered in Laguna Beach, California. The company operates as a bootstrapped LLC under founder and CEO Lee Decker with a 1-10 employee headcount, selling a subscription-based SaaS platform that connects brands in apparel, footwear, and outdoor verticals with their retail buyers, sales reps, and internal teams. The core HubSoft Web Platform centralizes product administration, inventory synchronization, pricing, payment processing, and multi-channel order capture, and is differentiated by direct, middleware-free API integrations with more than 30 ERP, 3PL, ecommerce, PIM, payment, and industry-specific proform systems — including NetSuite, Oracle Financials, SAP, Microsoft Dynamics, Shopify, Magento, Stripe, Avalara, and Full Circle/Aptean. Modular add-ons extend the platform into approval workflows, overselling and backorder management, secure payment vaulting, divisional restrictions, dynamic pricing rules, virtual sales presentations with synchronized video, digital catalogs, and bulk inventory reservation.

HubSoft's go-to-market is a sales-led, consultative enterprise motion featuring demo requests, quote-based custom pricing, and toll-free phone support. The platform is priced annually on a subscription basis with tiers not publicly disclosed. The primary customer segment is B2B brands and wholesale companies that require approval workflows, multi-territory pricing, channel-based product restrictions, and ERP-backed inventory accuracy; secondary segments include sales reps using virtual selling tools and retailers using the portal for ordering, statement review, and ACH or credit card payment. Notable operational signals include hourly inventory updates via Full Circle, daily multi-gigabyte data exchange via Oracle Financials, and certified Avalara partner status for tax compliance. The company has not raised institutional funding and has no disclosed revenue, M&A activity, or named customer references in the available data.

Name

HubSoft

Legal name

HubSoft LLC

Website

https://hubsoft.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

1–10 employees

Short description

HubSoft is a bootstrapped B2B eCommerce and wholesale order management SaaS platform, founded in 2006, serving apparel, footwear, and outdoor brands with deep ERP integrations, virtual sales tools, and modular wholesale commerce workflows.

Ownership category

akta.pro rank

Product category

B2B Wholesale eCommerce Software

NAICS

Computer and Computer Peripheral Equipment and Software Merchant Wholesalers (423430), Hardware, and Plumbing and Heating Equipment and Supplies Merchant Wholesalers (4237)

SIC

Wholesale-Machinery, Equipment & Supplies (5080), Wholesale-Computers & Peripheral Equipment & Software (5045)

akta.pro primary industry

Wholesale/B2B Generalist Marketplaces (CRAFAAAF)

Keywords

• B2B eCommerce platform
• Wholesale order management
• ERP integration software
• B2B sales portal
• Wholesale commerce platform

Headquarters

HQ city

Laguna Beach

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SaaS Subscription Platform: HubSoft operates as a B2B eCommerce portal platform with subscription-based pricing. The company offers a platform with features including integrations, digital catalogs, order management, and virtual sales tools. Pricing page exists but specific tiers were not publicly disclosed in the available source data.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

HubSoft sells a B2B eCommerce and wholesale order management web platform that gives brands and wholesale companies a unified portal for sales reps, retailers, and internal teams to place orders, view catalogs, manage approvals, apply pricing rules, and process payments. The platform integrates directly with major ERP, accounting, 3PL, ecommerce, PIM, and payment systems to centralize product administration, inventory, and order fulfillment. It is sold as a subscription on an annual, quote-based pricing model.

Product overview

HubSoft is a B2B eCommerce platform designed for wholesale and order management, particularly serving brands in the apparel, footwear, and outdoor industries. The core product is the HubSoft Web Platform, a unified B2B portal that connects brands with their retail customers and sales reps. The platform consists of the core HubSoft Web Platform supplemented by modular capabilities including: Approval Process Tool for workflow management, Overselling Management for inventory control, Secure Payment Options for B2B payments, User Access Control for permissions management, Divisional Restrictions for channel control, Pricing Rules for dynamic pricing, Virtual Sales Presentations for collaborative selling, Digital Catalog for product展示, and Bulk Ordering System for inventory reservation. These modules work together to provide end-to-end B2B commerce including product information management, order capture, inventory synchronization, payment processing, and sales analytics.

Differentiator

Problem solved

Functional benefit

Products and services

• HubSoft Web Platform B2B eCommerce and order management web platform that centralizes product administration, inventory, pricing, approvals, payments, and multi-channel order fulfillment for wholesale brands and their sales reps and retail buyers. Connects to ERP/accounting, 3PL, ecommerce storefronts, PIM, tax, and payment systems.
• Bulk Ordering System Inventory reservation and bulk ordering capability within the HubSoft platform that lets reps and accounts reserve on-hand and work-in-progress inventory for specific scheduled dates, SKUs, or full seasons to manage inventory levels through a season, with user-level restrictions and reserved/applied/remaining visibility.

Quantifiable outcome

• 100% visibility of sales orders in NetSuite
• +2 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration30 records

Feature10 records

Partnerships

16 partnerships are on record, tiered core.

• NetSuitecoreTechnology or IntegrationHubSoft's most popular and robust integration. Connects directly to NetSuite without third-party tools using 2FA connection supporting multiple concurrent integrations on a single NetSuite user license. Capabilities include Item Master import, Sales Order Export with conditional logic, credit card payment records with Stripe and SuiteSync integration, and comprehensive inventory/price list synchronization.
• Innovative Systems - Full Circle (Aptean)coreTechnology or IntegrationLongtime successful integration with automated data exchange between applications. Products organized compatibly between systems. Automates product master, customers, store addresses, rep assignments, price lists, inventory for multiple locations, and order/invoice synchronization with nightly invoice updates.
• QuickBookscoreTechnology or IntegrationUses Intuit Web Connect for automated exchange with Windows desktop QuickBooks. Bidirectional order, invoice, and inventory synchronization. Mac users can import IIF files for sales order loading.
• Oracle FinancialscoreTechnology or IntegrationUses Oracle SOA transacting HubSoft's SOAP APIs for robust integration exchanging gigabytes of data daily. Loads reference values, customer/address info, product/inventory/price lists, bulk orders, sales agreements, and handles order/invoice/return authorization synchronization.
• QuickBooks OnlinecoreTechnology or IntegrationPopular integration exporting invoices on shipped orders from HubSoft or 3PL. Supports advanced configurations with multiple warehouses and currencies. Maps configurable fields to Sales Reps, supports sales tax and shipping mapping, and creates customer records.
• SagecoreTechnology or IntegrationMultiple integration approaches for various Sage versions including direct API interaction and HubSoft's data-exchange adapter. Windows application runs on server communicating directly with MS SQL database behind firewall. Supports orders via data-exchange tool, EDI, or other formats.
• Microsoft Dynamics 365 Business CentralcoreTechnology or IntegrationIntegration using REST API within 365 Business Central for exporting Items, Inventory, Customer Price Levels, Wholesale Orders, Invoices, and Orders based on customer-configured objects.
• Microsoft DynamicscoreTechnology or IntegrationMultiple integration approaches for different Dynamics versions (NAV, AX, GP) depending on deployment. Methods include calling HubSoft web services, direct Dynamics COM object connection, Dynamics REST APIs, or HubSoft data-exchange tool. Imports products, inventory, customers, orders, and invoices.
• SAPcoreTechnology or IntegrationEnterprise ERP integration with SAP systems.
• Enlinx 3PLcoreTechnology or IntegrationAPI-based integration for sending orders, importing physical inventory and order status. Fast, scalable integration that can send orders frequently during the day. Supports wholesale orders, web orders, inventory import, and shipping confirmations.
• 3PL CentralcoreTechnology or IntegrationCloud-based warehouse management system integration using APIs for wholesale orders, web orders, shipping confirmations, inventory import, and product/customer data export.
• ShopifycoreTechnology or IntegrationB2C ecommerce integration for web and industry proform sales. Centralizes order fulfillment, available inventory calculations, and product administration. Exports products, images, and available inventory to Shopify; imports orders with multiple currencies and payment gateways; updates fulfilled orders automatically.
• AvalaracoreTechnology or IntegrationCertified Avalara partner for automated sales tax compliance using Avatax. Supports domestic and international sales tax calculations, address validation, sales invoice/order processing logic, document commits with shipped amounts, and sales tax credits on returns.
• MagentocoreTechnology or IntegrationUses Magento APIs and flat file exchanges to centralize product administration, inventory calculations, and order importing. Exports products and inventory to Magento; imports and updates orders as fulfilled.
• StripecoreTechnology or IntegrationComprehensive Stripe integration for multi-currency payment processing. Saves credit cards for reuse, controls order processing/authorization based on scheduled delivery, and integrates with SuiteSync for shared credit card validation in NetSuite.
• Authorize.netcoreTechnology or IntegrationPopular merchant gateway connecting with many banks. Simple solution to process credit card transactions within HubSoft while maintaining existing bank relationships and negotiated pricing. Supports authorize only and authorize on submit/capture on shipment options.

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Direct peers

• NuOrder: B2B wholesale platform purpose-built for fashion, apparel, and lifestyle brands. Competes head-to-head with HubSoft in digitizing wholesale ordering, line showings, and B2B catalog presentation for the same target customer base.
• JOOR: B2B wholesale marketplace and platform connecting fashion brands with retailers globally. Directly comparable in serving apparel/footwear wholesale workflows, including digital line showings and order management.
• Brandboom: B2B wholesale platform for independent fashion and lifestyle brands offering digital catalogs, line sheets, and order management. Targets the same mid-market apparel/footwear brands as HubSoft.
• OroCommerce: B2B-focused eCommerce platform built specifically for manufacturers, distributors, and wholesalers. Competes with HubSoft in B2B portal functionality, multi-warehouse inventory, and ERP integration capabilities.
• Sana Commerce: B2B eCommerce platform tightly integrated with ERP systems (Microsoft Dynamics, SAP, NetSuite). Directly comparable in ERP-anchored B2B portal functionality and serves manufacturers and wholesalers.

Broad incumbents

• BigCommerce: Public SaaS eCommerce platform with a B2B edition offering quote management, price lists, and customer groups. A broader incumbent that competes with HubSoft in B2B commerce functionality for mid-market and enterprise.
• Shopify Plus: Enterprise tier of Shopify with B2B features including wholesale channels, draft orders, and net payment terms. Competes with HubSoft in providing B2B commerce functionality, particularly for Shopify-integrated brands.
• Kibo Commerce: Headless commerce platform with B2B capabilities including quote management and B2B storefronts. Overlaps with HubSoft in B2B order management and multi-channel commerce.
• Salesforce Commerce Cloud: Enterprise commerce platform with a B2B Commerce product line. A larger incumbent offering end-to-end B2B portal capabilities that compete with HubSoft at the high end of the market.
• Adobe Commerce (Magento): Enterprise eCommerce platform (formerly Magento) with B2B module supporting company accounts, negotiable quotes, and shared catalogs. HubSoft even integrates with Magento as a partner, illustrating the overlap in B2B portal functionality.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/hubsoft

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 HubSoft