SHOPLINE Australia

What SHOPLINE Australia does

SHOPLINE is a Singapore-headquartered SaaS commerce platform founded in 2013 that serves more than 600,000 merchants globally as of 2024. The platform provides a unified commerce architecture spanning online store builder, point-of-sale (POS), social commerce, subscription commerce, B2B wholesale, global/multi-currency selling, shipping and fulfillment, inventory management, workflow automation, marketplace connectors (Amazon, Shopee, Lazada), marketing automation (SmartPush), loyalty/rewards, chat commerce, and analytics. Technology foundations include cloud infrastructure on AWS, MongoDB for data storage, Stripe and Checkout for payments, and a public developer platform with API documentation supporting themes, apps, and customized storefronts. AI capabilities are delivered through third-party integrations with Anthropic Claude and OpenAI ChatGPT, alongside native AI-powered personalization in SmartPush, recommendation engines, and fraud detection.

SHOPLINE generates revenue through three streams: tiered subscription plans with monthly billing, a percentage-based Monthly Transaction Fee calculated on aggregate monthly online sales payment amounts, and App Store add-on subscriptions. Pricing is not publicly disclosed but operates on a freemium funnel with a free trial, self-serve onboarding for SMB merchants, and a separate enterprise overlay with Request a Demo CTAs and an accelerator program for emerging brands. Distribution is global across nine localized regional websites (Australia, UK, Japan, Singapore, Hong Kong, Taiwan, Malaysia, China, plus global) backed by seven wholly-owned subsidiaries, with compliance certifications including PCI DSS, SOC1, SOC2 Type 1 and Type 2, ISO 27001, CBPR, and PRP supporting enterprise and cross-border use cases.

The company primarily targets fashion and apparel, cosmetics and skincare, general retail (including OMO/POS merchants), enterprise brands, and DTC/emerging businesses. Named customers include In The Style, Peter Jackson, Lush (enterprise fashion and beauty), Sunnystep (mid-market footwear), Pricklee and UNBOUND (SMB DTC), and NomadsFi (enterprise connectivity services). The company employs approximately 2,000 people globally and has expanded from its 2019 SEA/China base into Australia, the UK, the US, and Japan in 2023. No external parent company, funding rounds, or executive leadership details are disclosed in the available source data.

Name

SHOPLINE Australia

Legal name

SHOPLINE COMMERCE PTE. LTD.

Website

https://shopline.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

51–100 employees

Short description

SHOPLINE is a Singapore-founded SaaS unified commerce platform serving 600,000+ merchants globally with online store, POS, social, subscription, marketplace, and marketing automation tools, targeting SMB, mid-market, and enterprise brands across APAC, Europe, and North America.

Ownership category

akta.pro rank

Product category

Ecommerce Platform Software

akta.pro primary industry

Social Commerce Enablement (Shops, Catalog, Checkout, Link-in-bio) (CRAFANAJ)

akta.pro secondary industries

In-app Social Shops (Native Checkout) (CRAFANAA), Messaging-based Social Commerce (Chat Commerce) (CRAFANAG)

Keywords

• Ecommerce platform
• Saas commerce
• Omnichannel retail
• Online store builder
• Unified commerce

Headquarters

HQ city

New Norfolk

HQ country

Australia

HQ region

Oceania

Offices7 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Subscription/Membership Fees: SHOPLINE offers multiple subscription plans with varying features and pricing. Merchants pay recurring fees based on their selected plan tier.
2. Monthly Transaction Fee: Percentage-based transaction fee calculated on Monthly Total Online Sales Payment Amount (aggregate payment amount of all orders placed through the store). The percentage is stated in the merchant's plan detail. Excludes failed, expired, or cancelled unpaid orders.
3. App Store / Add-ons: Integrated native apps available through SHOPLINE App Store for managing customers, operations, and sales expansion

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

SHOPLINE provides a unified commerce SaaS platform that enables merchants to build, launch, and scale online stores across multiple channels including online storefronts, social commerce, point-of-sale, and marketplaces. The platform integrates website building, subscription commerce, marketing automation, inventory management, fulfillment, loyalty, payments, and analytics into a single solution, with features sold natively rather than as paid add-ons.

Product overview

SHOPLINE is a unified commerce SaaS platform that provides integrated commerce solutions enabling merchants to build, launch, and scale their businesses across multiple channels. The platform architecture consists of a core Online Store builder with multiple add-on modules organized into four main categories: Sell (POS, Social Commerce, Subscription, Checkout & Payment, B2B, Global Selling, Mobile App), Manage (Fulfillment, Inventory Management, Workflow Automation, 3P Marketplace), and Engage (Rewards & Loyalty, Marketing, Chat Commerce, SmartPush, Analytics, Email Marketing). The platform serves over 600,000 merchants globally with solutions for Fashion & Apparel, Cosmetics & Skincare, Kitchen & Cookware, and Consumer Electronics industries. Enterprise-grade capabilities are available for large-scale merchants.

Differentiator

Problem solved

Functional benefit

Brands

• SmartPush: Native marketing automation system for email, SMS, and pop-ups powered by AI-driven personalization
• SHOPLINE Member System
• EasyRank SEO
• Checkout

Products and services

• Online Store

Quantifiable outcome

• Scale to 600,000+ merchants globally
• +1 more outcomes

Named customers7 records

Segments7 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration12 records

AI capability6 records

Feature8 records

Partnerships

Nine partnerships are on record, tiered core.

• AWS (Amazon Web Services)coreTechnology or IntegrationCloud infrastructure provider powering SHOPLINE's platform. AWS Cloud (Amazon Web Services Singapore Private Limited) provides the underlying cloud services for the SaaS ecommerce platform.
• MongoDBcoreTechnology or IntegrationDatabase technology partner providing NoSQL database infrastructure for the platform.
• CheckoutcoreTechnology or IntegrationPayment processing partner for international credit card payments and acquiring services. Payments collected by Checkout and remitted to SHOPLINE entities.
• StripecoreTechnology or IntegrationPayment processing partner for international credit card payments and subscription billing. Provides acquiring services alongside Checkout.
• AmazoncoreTechnology or IntegrationMarketplace integration through Multichannel Connect allowing merchants to list products, sync orders and inventory with Amazon.
• ShopeecoreTechnology or IntegrationSoutheast Asian marketplace integration through Multichannel Connect for unified commerce across channels.
• LazadacoreTechnology or IntegrationSoutheast Asian marketplace integration through Multichannel Connect for unified commerce across channels.
• TikTokcoreTechnology or IntegrationSocial commerce integration for TikTok shopping and social selling capabilities (referenced in sitemap and product pages).
• Facebook & InstagramcoreTechnology or IntegrationSocial commerce integration for Facebook and Instagram shopping, ads, and social selling (referenced in sitemap and product pages).

Scale indicators4 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• Volusion: SMB-focused ecommerce SaaS platform with online store builder and payments — comparable to SHOPLINE's SMB self-serve offering for small merchants launching online stores.
• BigCommerce: Enterprise-focused ecommerce SaaS platform with headless commerce, multi-channel, and B2B capabilities — competes with SHOPLINE's enterprise tier and shares the subscription-plus-transaction-fee model pattern.
• Squarespace: Design-led website builder with integrated commerce capabilities serving SMBs and creators — comparable to SHOPLINE's SMB tier on visual storefront, themes, and built-in commerce features.
• WooCommerce: Open-source ecommerce plugin for WordPress serving SMB through mid-market merchants — a comparable alternative for merchants self-selecting on flexibility and cost, competing with SHOPLINE's SMB tier.
• Shopify: Global ecommerce SaaS platform leader serving SMB through enterprise merchants with online store, POS, payments, and app ecosystem — directly comparable to SHOPLINE's core offering and the principal competitor in Western markets.
• GoDaddy Commerce: Ecommerce solution bundled with GoDaddy's website and domain services — comparable to SHOPLINE's SMB tier, particularly for merchants seeking an integrated website, domain, and commerce package.
• Wix: Website builder with native ecommerce functionality targeting SMB and self-serve merchants — comparable to SHOPLINE's PLG/SMB segment with overlapping online-store, payments, and marketing features.

Broad incumbents

• Adobe Commerce (Magento): Enterprise ecommerce platform within Adobe Experience Cloud — competes with SHOPLINE's enterprise offering as part of a broader digital experience portfolio serving large global merchants.
• Salesforce Commerce Cloud: Enterprise commerce platform within the Salesforce CRM ecosystem — directly competes with SHOPLINE's enterprise tier and bundles commerce with broader CRM, marketing, and service capabilities.

Emerging players

• VTEX: Enterprise commerce platform with strong LATAM presence and growing global footprint — comparable to SHOPLINE in targeting enterprise merchants across emerging markets with composable commerce.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/shopline
• Facebookfacebook.com/shopline.australia

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries6 records

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 SHOPLINE Australia