Human Element
Human Element is an Ann Arbor-based eCommerce services agency that designs, builds, and integrates B2B and B2C online stores across Adobe Commerce, Shopify, BigCommerce, and other platforms for enterprise and mid-market manufacturers, distributors, and consumer brands.
- Company typePrivate
- Founded2004
- HeadquartersAnn Arbor, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What Human Element does
Human Element is a privately held eCommerce services and digital marketing agency founded in 2004 and headquartered in Ann Arbor, Michigan. The company designs, builds, migrates, and integrates B2B and B2C eCommerce websites primarily for enterprise and mid-market manufacturers, distributors, and consumer brands, with named engagements across chemicals (ChemPoint), fluid technologies (Pentair), automotive performance (Roush Performance), defense/optics (EOTECH), fitness accessories (Implus), truck and trailer parts (Duallane, U.S. Trailer Parts), and LED lighting (RIGID Industries).
The firm's core technology stack is platform-agnostic implementation across Adobe Commerce (Magento), Shopify and Shopify Plus, BigCommerce, Shopware, Sana Commerce, and Znode, augmented by custom integrations with ERP systems (SAP, Oracle, NetSuite, Microsoft Dynamics, Epicor Prophet 21, Karmak Fusion), CRM (HubSpot), and PIM (Salsify). The company is an Adobe Silver Solution Partner with 35+ Adobe Commerce certifications, a Shopify Plus Partner, a BigCommerce Enterprise Premium Partner, and a certified HubSpot Solutions Partner. Recent additions include a low-code integration partnership with iPaaS.com (June 2026) and co-founding membership in the Agentic Commerce Alliance (2025), which develops open standards for AI agent-driven commerce.
Human Element generates revenue through custom, quote-based professional services engagements billed as multi-year contracts, spanning website development, replatforms and migrations, ERP/CRM/PIM integrations, digital marketing (SEO, PPC, conversion optimization), strategy and design (UI/UX, brand, platform selection), analytics and reporting, and a newer AI services line covering AI discoverability and AI-supported development. The company is founder-owned by Ben Lorenz and Jason Magee, has no disclosed external institutional funding, and operates a distributed team across multiple US states and countries while maintaining its Ann Arbor headquarters.
Human Element firmographics
Firmographics- Name
- Human Element
- Legal name
- Human Element, Inc.
- Website
- https://human-element.com
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Human Element is an Ann Arbor-based eCommerce services agency that designs, builds, and integrates B2B and B2C online stores across Adobe Commerce, Shopify, BigCommerce, and other platforms for enterprise and mid-market manufacturers, distributors, and consumer brands.
- Ownership category
- akta.pro rank
Human Element industry classification
Industry- Product category
- eCommerce Development Services
- NAICS
- Custom Computer Programming Services (541511), Graphic Design Services (541430), Marketing Consulting Services (541613)
- SIC
- Services-Advertising Agencies (7311), Services-Computer Programming, Data Processing, Etc. (7370)
- akta.pro primary industry
- Digital Creative & Experience Design Agencies (Web/App/UX) (MPAAAAAD)
Keywords
Where Human Element is headquartered
LocationHeadquarters
- HQ city
- Ann Arbor
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Human Element business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- eCommerce Development Services: Professional services revenue from website development, custom integrations, platform migrations, and ongoing support and maintenance for eCommerce platforms.
- Digital Marketing Services: Revenue from SEO strategy and implementation, PPC marketing management, conversion optimization, and lead generation services.
- Strategy & Design Services: Consulting revenue from platform selection discovery, website strategy, digital experience design (UI/UX), and brand strategy.
- Analytics & Reporting Services: Revenue from implementation and management of analytics, custom reporting, enterprise data warehousing, and integrated analytics solutions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Custom professional services engagement |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels8 records
Human Element product offering
Product offeringCore offering
Human Element is a professional services agency that designs, builds, migrates, and integrates eCommerce websites and digital experiences for B2B and B2C clients. Core offerings include website development and replatforming across Adobe Commerce, Shopify, BigCommerce, Shopware, Sana Commerce, and Znode; custom ERP/CRM/PIM integrations; digital marketing (SEO, PPC, conversion optimization); strategy, UI/UX and brand design; analytics and data warehousing; AI services; and HubSpot CRM configuration. Engagements are quote-based, custom-scoped, and typically span multi-year contracts.
Product overview
Human Element is a B2B and B2C eCommerce services and digital marketing agency that operates as a platform integrator rather than a software vendor. The company offers a portfolio of service offerings organized around website development (Adobe Commerce, Shopify, BigCommerce, Shopware, Sana Commerce, Znode), digital marketing, strategy and design, analytics, AI services, and custom software development. These services work together as an integrated practice: website development forms the core delivery mechanism, supported by strategy and design for user experience, digital marketing for customer acquisition, analytics for performance measurement, and custom software development for specialized integrations. Platform-specific services like Karmak ERP integration, Adobe Commerce code audits, Algolia search, and Webscale hosting extend the core offering with targeted capabilities. As a certified partner across multiple platforms with HubSpot configuration expertise, the company positions itself as tech-agnostic, recommending the right platform for each client's needs.
Differentiator
Problem solved
Functional benefit
Products and services
- Website Development Services Full-service eCommerce website development including new builds, replatforms, ongoing support and maintenance, code audits, custom integrations, and migrations across Adobe Commerce (Magento), Shopify, BigCommerce, Shopware, Sana Commerce, and Znode for B2B and B2C clients.
- Digital Marketing Services Custom performance audits, SEO strategy and implementation, PPC marketing strategy and management, and conversion and lead generation optimization services for eCommerce brands and B2B clients.
- Strategy and Design Services Digital experience design (UI/UX), brand strategy and management, tailored website solutions, platform selection discovery, and business consulting for eCommerce clients selecting or optimizing commerce platforms.
- Analytics and Reporting Services Analytics implementation and management, custom reporting, enterprise data warehousing, and integrated analytics solutions enabling data-driven business decisions for eCommerce clients.
- AI Services AI discoverability services and AI-supported development services to help B2B and B2C clients leverage artificial intelligence capabilities in their eCommerce operations, including emerging agentic commerce standards.
- Custom Software Development Bespoke eCommerce platforms, platform customizations, integrations with ERP/CRM/PIM systems (SAP, Oracle, NetSuite, Microsoft Dynamics, Epicor Prophet 21), regionalization, and ongoing support and maintenance.
- HubSpot Configuration Services Certified HubSpot Solutions Partner services including CRM migrations from platforms like Infor CRM, Nutshell, and LeadMethod; platform re-architecture; custom integrations with eCommerce platforms (Adobe Commerce, Shopify, Shopware, WordPress, Slack); HubSpot CMS development; and ongoing strategy and optimization.
Quantifiable outcome
- Implus B2B portal sales volume tracking ahead of 2025
- +1 more outcomes
Companies that use Human Element
Customer profileNamed customers8 records
Segments3 records
Ideal customer profiles3 records
Human Element technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
Feature4 records
Human Element partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and flagship.
- iPaaS.comcoreHuman Element partnered with iPaaS.com, a low-code integration platform, to provide scalable integration solutions for clients looking to connect eCommerce, ERP, CRM, and other critical business systems. The partnership enables Human Element clients to move away from brittle point-to-point connectors to a centralized hub-and-spoke integration model, improving data visibility and operational control.
- Agentic Commerce AllianceflagshipHuman Element co-founded the Agentic Commerce Alliance (ACA) in spring 2025 alongside Shopware and other founding members. ACA is focused on establishing open, interoperable standards for agentic commerce where AI agents discover, compare, and purchase products on behalf of customers. The alliance held its inaugural kickoff event in Cologne, Germany on September 15, 2025.
- KarmakcoreHuman Element specializes in integrating Karmak Fusion ERP with eCommerce platforms, including BigCommerce. They have completed multiple Karmak ERP eCommerce integration projects for clients.
- Adobe Commerce (Magento)coreHuman Element is an Adobe Silver Solution Partner with 35+ Adobe Commerce certifications. They have been working with Magento since 2010 and offer comprehensive Adobe Commerce development, customizations, and integrations.
- ShopifycoreHuman Element is a Shopify Plus Partner offering Shopify and Shopify Plus implementations for B2B and B2C clients. They have completed migrations and new builds on the platform.
- BigCommercecoreHuman Element is a certified BigCommerce expert and Enterprise Premium Partner, helping businesses at every stage of growth implement BigCommerce solutions.
- ShopwarecoreHuman Element offers Shopware website development and design services, from open source to enterprise implementations.
- Sana CommercecoreHuman Element provides Sana Commerce Cloud website design and development services, specifically targeting B2B businesses.
- ZnodecoreHuman Element offers Znode website development and design with multi-channel eCommerce enabled through API-first headless architecture.
- HubSpotcoreHuman Element is a certified HubSpot Solutions Partner offering CRM migrations, platform re-architecture, custom integrations, HubSpot CMS development, and ongoing strategy and optimization services.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Human Element competitors and assessment
Company assessmentDirect peers
- Blue Acorn iCommerce: An Adobe Commerce/Magento-specialized eCommerce agency now part of Accenture, offering implementation, digital marketing and customer experience services — closely overlaps Human Element's Adobe Commerce delivery and B2B/B2C client base.
- Rightpoint: A digital experience agency covering strategy, design and technology with significant Adobe and eCommerce platform capabilities — directly comparable on the strategy/design/UX side of Human Element's portfolio.
- Tectonic: A digital experience agency offering strategy, design and platform implementation across Adobe, Sitecore and Shopify — competes with Human Element for B2B and B2C experience-led engagements.
- Avionos: A digital commerce consultancy (formerly The Gartner Group / Guidance) delivering Adobe Commerce, Salesforce and Shopify implementations — overlaps with Human Element on multi-platform strategy, replatforming and integration work.
- Bounteous: A digital commerce agency delivering Adobe, Shopify and BigCommerce implementations, with strong analytics and digital marketing practices — competes with Human Element for the same mid-market and enterprise eCommerce engagements.
- Americaneagle.com: A multi-platform eCommerce and digital agency offering Adobe Commerce, Shopify, BigCommerce and Sitecore implementations with full-service development, hosting and digital marketing — directly comparable to Human Element's platform-agnostic services model.
- One North: A digital agency focused on B2B eCommerce, CMS, CRM integrations and platform migrations for industrial and enterprise clients — comparable to Human Element's B2B manufacturing/distributor segment and ERP-integration focus.
- Valiant (formerly The Psalter Group / Dundee): A digital agency with deep Adobe Commerce/Magento and B2B eCommerce expertise, offering implementations, integrations and digital marketing — directly competes in Human Element's Adobe Commerce and B2B manufacturing niche.
Broad incumbents
- Deloitte Digital: The digital arm of a Big Four firm, delivering enterprise eCommerce, ERP and customer experience transformations at global scale — overlaps with Human Element's enterprise ERP-eCommerce integration work at much larger deal sizes.
- Capgemini Engineering (formerly Lyons Consulting/lyonscg): A global consultancy (with the Lyons Consulting eCommerce practice inside) that delivers large-scale Adobe Commerce, Salesforce Commerce and Shopify projects — a broader incumbent that competes for the same enterprise eCommerce RFPs as Human Element.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Human Element social profiles
Digital presenceHuman Element compliance and trust
Trust signalCompliance1 record
Human Element financial estimates
Financial estimateRevenue estimate
Valuation estimate
Human Element leadership team
Management profileNumber of profiles
Profiles8 records
Human Element funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Human Element 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 Human Element
What does Human Element do?
Human Element is a professional services agency that designs, builds, migrates, and integrates eCommerce websites and digital experiences for B2B and B2C clients. Core offerings include website development and replatforming across Adobe Commerce, Shopify, BigCommerce, Shopware, Sana Commerce, and Znode; custom ERP/CRM/PIM integrations; digital marketing (SEO, PPC, conversion optimization); strategy, UI/UX and brand design; analytics and data warehousing; AI services; and HubSpot CRM configuration. Engagements are quote-based, custom-scoped, and typically span multi-year contracts.
Is Human Element a public or private company?
Human Element is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Human Element founded?
Human Element was founded in 2004. It employs 11 to 50 people.
Where is Human Element based?
Human Element is headquartered in Ann Arbor, United States, in the North America region.
How does Human Element make money?
Four revenue lines are on record. eCommerce Development Services are the primary driver. The others are digital Marketing Services, strategy & Design Services and analytics & Reporting Services.
Who are Human Element's main competitors?
Direct peers on record are Blue Acorn iCommerce, Rightpoint, Tectonic, Avionos, Bounteous, Americaneagle.com, One North and Valiant (formerly The Psalter Group / Dundee). Broad incumbents are Deloitte Digital and Capgemini Engineering (formerly Lyons Consulting/lyonscg).
Does Human Element have an API?
No public API is recorded for Human Element.
What industry is Human Element in?
Human Element's product category is eCommerce Development Services. Its primary akta.pro industry code is MPAAAAAD, Digital Creative & Experience Design Agencies (Web/App/UX). Its NAICS code is 541511 and its SIC code is 7311.